Is your message filtering through the noise to engage the Latina consumer? With increasing education levels and expendable income, Hispanic women are influencing household purchasing decisions in a powerful way. As a retailer or marketer, growth will increasingly rely on your ability to understand and earn the trust of Latina consumers.
In 3 Key Hispanic Trends You Need to Know, we noted that Hispanic enrolment in post-secondary education, in particular for Latinas, is on the rise.
THAT, IN ADDITION TO THE FOLLOWING FINDINGS, REINFORCE WHY ENGAGING LATINA SHOPPERS IS ESSENTIAL:
1. Hispanic women represent a growth population
Accounting for 17% of the US female population, and growing 37% between 2005 and 2015, Latinas born in the US have become a burgeoning market. In fact, Hispanic women now account for the majority of the female population in California and New York.
Add to their sheer numbers the fact that Latinas are cultural influencers, bridging the gap between Spanish and English environments, and their power is magnified. “74% over the age of five speak a language other than English at home, with only 26% speaking solely English at home”, according to the recent Nielsen report, Latina 2.0: Fiscally Conscious, Culturally Influential & Familia Forward,
Are you successfully communicating with the growing Latina market?
2. Latinas balance trust and loyalty with cost
Latina consumers prefer brands they trust. Even if it costs a little more, “Sixty-eight percent of Latinas agree that if a product is made by a company they trust, they will make the purchases.”
Equally important, “72% agree that price is more important than quality, and 67% agree that they will stock up if a food item is on sale.”
Connection to brand influences buying. Once the Latina consumer trusts you, you have some flexibility in terms of pricing.
3. Latinas hold significant buying power in particular product markets
Latinas are heavy consumers of quick service restaurants, non-alcoholic beverages, and ingredients to prepare meals at home. They also “spend more on bottled water and refrigerated and shelf-stable juice drinks than non-Hispanic white women.”
Health and beauty products are important for Latina consumers. “Latinas spend 4% more than non-Hispanic white women in the beauty supply stores.”
More Latinas run or jog compared to non-Hispanic white women. Accordingly, “Latinas spend 43% more on athletic shoes over $500 and 10% more on athletic equipment than non-Hispanic white women.”
Regardless of what you’re selling, it makes sense to pay attention to the buying power of Latina consumers.
4. Latinas spread the word
“Latinas are significantly more likely than non-Hispanic white women to use social networking sites,” and frequently use those sites to review or recommend products.
Are Latina consumers sharing their love for your products and services, contributing to your growth through word of mouth?
AS A RETAILER OR MARKETER, YOU ARE MISSING OUT IF YOU FAIL TO EARN THE LOYALTY OF LATINA CONSUMERS
Latina power is undeniable. No matter what you’re selling, your marketing plan must increasingly speak to HER.
Tap into Posada Media’s expertise in building emotional connections to brands today. Let us help YOU find creative and effective ideas to set your brand apart, increase top-of-mind awareness with Latina consumers, and, ultimately, be invited into their lives.