While the Hispanic population is growing at a fast pace in the US, much of the focus has been on Latinas, neglecting an equally important Hispanic shopper…Hispanic men. According to research from Mintel, some 42% of Hispanic men and 55% of Hispanic dads are the primary decision maker for household purchases.
Three-quarters of Hispanic men shop for food items at a traditional grocery store, which is the leading destination among Hispanic men for food shopping. However Hispanic fathers are more likely to purchase groceries at mass merchandisers (71%) compared to Hispanic men without children (63%).
What’s more, in certain categories, Hispanic men are more brand loyal than Latinas and are often willing to pay a bit more for their preferred brand. Some 35% of Hispanic men think more expensive brands of laundry detergents are more effective than bargain brands – versus 31% of Hispanic women – and some 58% of them only shop at their favorite stores, as they are confident they will find the brands of merchandise they like there.
Despite their active role in the household, 66% of Hispanic men believe they are stereotyped by advertisers. “Hispanic men feel like they are misrepresented in the media. This means that marketers may be missing the mark with their advertising initiatives in both Spanish- and English-language media. By having greater sensitivity to Hispanic culture, stereotypes could be omitted from ads and a higher level of engagement could be reached,” say the Mintel researchers.