Online grocery’s time has finally come, and Hispanics—especially Hispanic Millennials— are leading the charge.
Research from IRI shows that Hispanics plan to increase their online grocery shopping more than any other demographic. In fact, Latinos say they will spend an extra 40% on grocery items on Amazon this year.
Hispanics are more impressed than other demographics with the ease and convenience of online grocery shopping. They gravitate towards multi-channel retailers, and engage with click and collect (shop online, pick up in store) at higher than average rates.
Latinos also do more digital pre-shopping than the general population. 38% look for sales and promotions before buying. They are more likely to read online reviews, search for brand information on websites, respond to mobile advertising and be influenced by what they learn in social media.
18% of the US population is Hispanic and 60% of Hispanics are Millennials. Their 2015 spending power was $1.5 Trillion. They buy significantly more per grocery trip and their basket size is increasing faster than the US average.
Sources: IRI 2016, Minonline 2016, Progressive Grocer 2016
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