Online Grocery Attracts Hispanic Consumers

NATIONAL REPORT — Whether they're deciding what to buy or making the transaction itself, Hispanic shoppers are more involved online when grocery shopping than their non-Hispanic counterparts, according to the latest HispanicLink study from market researcher firm IRI.

Hispanics tend to shop online more than non-Hispanics in several critical categories, such as fragrances and beauty, cosmetics and general households goods. In the United States, six segments of e-commerce shoppers exist based on their attitudes and behaviors regarding the activity: e-shopping enthusiasts, variety seekers, review seekers, selective e-shoppers, e-shopping resistors and e-shopping avoiders. Hispanic shoppers are disproportionately prominent in the e-shopping and variety seekers segments, and some of the most active in online shopping.

Hispanic shoppers also plan to increase their online purchases of grocery products from large retailers at a significantly faster pace than non-Hispanics. For instance, the increase at Amazon is projected to be above 40 percent. However, Spanish-preferring Hispanics are more resistant to doing so. Additionally, Hispanics, particularly those who are bilingual, are more likely to make comparisons across retailers when buying groceries online.

In terms of influencers, Hispanics are significantly more influenced than non-Hispanics by social media and blogs. For example, when buying buying beauty/skin care products, 33 percent read a favorite blog, and the same number got information from social media.