Nielsen study: Hispanic millennials seek a cultural connection at supermarkets

Millennials are the most multicultural generation in the U.S. Hispanic millennials amount for 21% of the generation’s total U.S. population. 71% of all millennials say they appreciate the influence of other cultures on American way of life. This has shaped their consumer habits, from brand loyalty to language and media usage. The most recent Nielsen’s study – Hispanic Grocery Survey- aims to better understand how the influence of other cultures affects millennial shopping habits. When it comes to grocery, Latino are true to their heritage, they are loyal to familiar smells and tastes. 61% of Hispanic millennials have shopped at Hispanic supermarkets at least once over the past year. But at the same time, they’re also open to other cultures, 22% have shopped at an Asian supermarket Language plays a big role when shopping in culturally specific stores. But for English-dominant Hispanic millennials, that’s not a barrier for shopping in Hispanic stores, this also reflects their openness to different cultures. The Los Angeles market has very particular conditions due to the higher concentration of Hispanics. 74% of Latino millennials are shopping at Hispanic grocery chains, despite that 46% are English-dominant. This is a great opportunity for national grocery stores serving the need of this segment in different cities in the country.