Online Grocery Shopping Behavior Among Hispanic Shoppers

In the US, there has been increased adoption of online grocery shopping among Hispanic households, their preference for mobile apps, omnichannel engagement, and loyalty. Online grocery retailers that successfully cater to these trends can tap into a large and growing demographic and build a loyal customer base.

In the last 5 years, there has been a significant shift in online grocery shopping behavior among Hispanic shoppers. The COVID-19 pandemic played a major role in accelerating the growth of digital grocery as many consumers looked for safe and convenient ways to shop for groceries from home. The growth of the Hispanic population has also contributed to this! According to the US Census Bureau, the Hispanic population in the US was estimated to be 62.1 million as of July 2020, representing 18.7% of the total population, and expected to reach 107 million by 2060. As the Hispanic population grows, so does their purchasing power, making them an increasingly important demographic for retailers.

Trends in online grocery shopping among Hispanic shoppers:

Increased adoption: According to a joint study by Acosta and TelevisaUnivision, the percentage of Hispanic households that shop for groceries online reached a record 42% in 2021. This indicates a significant shift in shopping behavior, as more and more Hispanic shoppers embrace the convenience of online grocery shopping.  In the same survey, 29% of Hispanic consumers reported that they were shopping for groceries online more often since the pandemic began.

Mobile first: Hispanic consumers use grocery apps more often than most non-Hispanic consumer groups. According to several Acosta studies, 80% of Hispanic Shoppers use digital apps, and 35% of Hispanic shoppers check their grocery app as part of their pre-trip planning. This preference for mobile users can be attributed to several factors. First, many Hispanic consumers are younger and more tech-savvy and, therefore, more likely to use mobile devices for online shopping or browsing. Additionally, many Hispanic consumers live in urban areas and have busy schedules, making the mobile format more convenient. 

Omnichannel engagement and loyalty: Hispanic consumers shop across more store formats than any other demographic. Simultaneously, 79% of Hispanic consumers have at least one shopper loyalty card. Grocery retailers that serve the Hispanic demographic can build customer loyalty and meet their customers wherever they shop.

Cultural preference: Authentic reflection of Hispanic culture is an important factor in online grocery shopping behavior among Hispanic consumers. A study by GlobalWebIndex and Publicis Media found that 35% of Hispanics prefer ads that reflect their cultural tastes. Online grocery retailers that market bilingual options and their Hispanic-focussed product assortments can cater to this preference. 

Greater demand for fresh and organic products: Hispanic consumers have had a greater need for fresh and organic products in recent years. This trend has also translated into online grocery shopping, with more Hispanic consumers looking for fresh produce and organic options when shopping online.

Social media: Another trend in online grocery shopping among Hispanic consumers is the use of social media platforms and other online resources for product research and discovery. More Hispanic consumers reported social media as the channel they discovered new brands and products, as opposed to television.

There has been a significant shift in online grocery shopping behavior among Hispanic shoppers in the last 5 years. The COVID-19 pandemic has played a major role in accelerating this trend, but other factors such as cultural preference, omnichannel engagement, and a greater demand for fresh and organic products have also influenced the behavior of Hispanic shoppers when it comes to online grocery shopping.

By catering to these trends, grocery retailers can attract and retain a growing demographic of customers. Although third-party marketplaces enable online engagement with Hispanic shoppers, they lack brand visibility and prevent grocers access to crucial customer data. Combining a white-label option with a marketplace solution can provide retailers with the best of both worlds, allowing them to fulfill all their customers’ shopping needs.

To learn more about the advantages of our solution, please visit Wynshop’s Commerce Data Sheet.