These households also outspent average households by 88% on purchases of ice, and by 75%, 72%, and 64%, respectively, on purchases of baby food, baby needs, and disposable diapers.

Acculturated Hispanic-American households — those that speak at least some English at home – account for 10.8% of all U.S. households.  These households represented 20.5% of dried vegetables and grains product dollar sales and 20.3% of ice product dollar sales.  Hispanic-American households also accounted for 18.9% of baby food product dollar sales, 18.6% of baby needs product dollar sales, and 17.7% of disposable diapers product dollar sales.

Other categories skewing to Hispanic-American households include hair care, family planning, women’s fragrances, grooming aids, and juices and drinks.

Nielsen’s Marketing Tip:
Retailers targeting Hispanic-American households may want to promote these categories (above) with feature ads, displays, and product assortments. Manufacturers should consider cross-promoting and cross-couponing items in these categories.

Nielsen’s Dollar Volume Index identifies demographic groups that account for above or below average dollar volume purchases for a given product category.

Data for the index was collected via Nielsen’s Homescan consumer panel, a nationally representative sample of U.S. households that provides a stratified, proportionate, non-biased representation of the U.S. population. Homescan panelists scan all of their UPC coded purchases after every shopping trip, allowing Nielsen to capture their complete shopping and buying behavior.

Read coverage of Nielsen’s findings in Brandweek and Food Product Design.

But reaching these consumers is no simple task, according to a new study released Monday by Nielsen PreView.

For one thing, America’s Hispanic population is far from homogenous.  Instead, Hispanics in the U.S. can actually be divided into three distinct segments: most acculturated, bi-cultural, and least acculturated.

“Bi-cultural” Hispanics account for 53% of the total Hispanic population in the U.S.  Members of this segment speak mostly Spanish at home and consume the most Spanish-language media. 

In contrast, Hispanics within the “most acculturated” segment (34% of the total U.S. Hispanic population) speak mostly English at home, while the “least acculturated” segment speak only Spanish at home.

According to Nielsen, marketers who dissect their Hispanic consumer base on a scale of acculturation will have the most success in reaching potential customers.

View Nielsen PreView’s abridged study.

Access the complete study.

In households where adults speak English less well, children often wield significant influence on purchase decisions, from choice of category or brand to playing the role of negotiator with vendors, Anderson notes.  Overall, two-thirds of the Hispanics in the U.S. who speak only English are children.

As a community, young Hispanics exert influence over some $930 billion in consumer purchasing power.  And the more acculturated their households become, the more their spending patterns resemble those of U.S. natives. 

Anderson cites data from Nielsen’s Los Angeles-based Homescan Hispanic Panel showing that households with members who have been in the U.S. less than five years make an average of 61 shopping trips per year, while households whose members have been in the U.S. for more than 20 years — or have U.S. natives — average more than twice that many.

Among Hispanic consumers in L.A., those who have been in the U.S. longer are also more likely to buy specially discounted items, Homescan data shows.  On average, a Hispanic household whose members have been in the U.S. for less than five years will devote 7.7% of its purchases to such “deals,” while an acculturated Hispanic home, whose members have been in the U.S. for 15 to 20 years, spends 36.2% of its grocery dollars on discounted goods.

Read the full article.

Learn more about marketing to Hispanic consumers in the U.S.: attend Nielsen’s Webinar, “Honey, We Acculturated the Kids: The Influence of Household Composition on Buying Behavior,” on November 5.

Read about multi-cultural marketing in the U.S. — also in the latest issue of “Consumer Insight.”

View the latest issue of “Consumer Insight.”