America is at its most multicultural when it is in the kitchen and the dining room. What we eat is a product of both our immigrant backgrounds as well as a more global and connected world. Instead of a melting pot, we now have a delicious tossed salad with a multitude of options for dressings. Latino culture, with its growing influence, is part of this dining revolution. This Latino boom is driven by both mainstream interest in all things Latin, as well as a stronger interest by Latinos of all levels of acculturation to go back to their roots. This creates an opportunity for grocery stores and super-markets to develop in-culture experiences that will appeal Latinos and non-Latinos alike.
Creating an in-culture experience begins by knowing your local consumer base. You should invest in research to learn about the Hispanics in your sales area. Two of the key areas to look at are the nationalities and levels of acculturation represented. The nationality is key as it determines what types of food and products they’ll embrace. The level of assimilation is another key element that will influence the experience and products they seek. Those less assimilated to American culture, usually Spanish dominant, will be more attracted to products and experiences from back home.
Once you have a sense of the size and make-up of the population you’ll be in a better position to determine what type of experience to create. You should spend time with the consumer to find out more about the products and brands they want, but more importantly about the role of food in their lives as it will be these insights that will allow you to establish a true dialogue.
Any Hispanic grocery program should start with understanding that food is one of the cornerstones of Hispanic culture. As a result going to the supermarket, for instance, is a family experience where everyone plays a role. The dining experience is equally participatory, with multiple generations sharing a dinner table, as well as recipes. This applies to special occasions.
Given the central role of food in culture, the super market can play a strong bonding role with your Hispanic consumer. This is why bodegas are so popular both in Latin America and in U.S. Hispanic markets. They are meeting places to obtain not only the most fresh produce and products, but also where they connect with their communities.
This is one of the biggest lessons for American super-markets as they speak to Latinos, how to create this experience of trust. And this is more than just the product, this is about having the right staff who can speak the language. It’s also about creating events and having communications that speak to these insights. And with close to $1 trillion in purchasing power, and growing, that is a recipe American super-markets cannot afford to miss.