For Hispanic Grocery Shoppers, Coupons Foster Product Discovery - eMarketer
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For Hispanic Grocery Shoppers, Coupons Foster Product Discovery

Most Hispanic millennials don’t bother with coupons, however

June 20, 2016 | Retail & Ecommerce

Sales and coupons are the biggest drivers of product discovery for US Hispanics while grocery shopping, according to December 2015 research.

Reasons for Purchasing a New Product According to US Hispanic Grocery Buyers, by Category, Dec 2015 (% of respondents)

Acosta Sales & Marketing and Univision asked Hispanic grocery shoppers about various categories in which they had purchased a new product in the past six months. For almost every product category, from bottled water to cereal to dog food, more respondents said they had made the purchase because they had a deal.

The only exception was chocolate candy: New features and flavors drove 33% of Hispanic grocery buyers to try new chocolate treats, vs. 25% who picked up a new candy bar because they had a coupon.

More Hispanic grocery buyers reported using paper coupons received in the mail than from any other source (45%), followed closely by paper coupons from fliers in the mail (43%) and from a retailer’s circular (42%). Couponing was less common among Hispanic millennials, and somewhat more common among the total sample of US grocery shoppers.

In March 2015, Sensis and ThinkNow Research also found that Hispanic millennials were not the keenest coupon clippers. About a quarter (26%) of Hispanic internet users ages 18 to 34 said they used coupons when grocery shopping, vs. 38% of whites and 34% of Asians.


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