We are excited to launch our Hispanic Sample Evangelists series where we feature dynamic brands who have entrusted ThinkNow with their Hispanic sample needs. In this first installment, we interviewed April Lainez, Brand Manager for the health and beauty brand, DLC Laboratories.
With the goal of reaching a viewership of one billion, the 2019 FIFA Women’s World Cup in France holds represents an incredible marketing opportunity for Hispanic food products. This year’s tournament, which began on June 7 and ends on July 7, is the most exciting Women’s World Cup yet for several reasons: France is still buzzing from their 2017 Men’s World Cup win, while the U.S. women’s team is heavily favored to win this year. Toss in some intense, off-the-field conversations about gender equality, and it’s easy to see why interest in the games is at an all-time high.
With a goal of one billion viewers, the 2019 FIFA Women’s World Cup in France holds untold potential for marketers. This year’s tournament is poised to be the most exciting to date for a few reasons: France is still buzzing from its 2018 Men’s World Cup win, while the U.S. women’s team is heavily favored to win this year. Toss in some intense, off-the-field conversations about gender equality, and it’s easy to see why interest in the games is at an all-time high. As marketers, of course, we’re every bit as interested in who is watching the games as who the players are.
For decades, Hispanic grocers and Hispanic products in mass market grocers have been dominated by food which comes either directly from Latin America or U.S. based companies that try to emulate those of Latin America, like cheeses, spices, and canned goods. There has been little innovation in these products since the 1970s and 80s when Hispanic immigration into the U.S. boomed, and companies responded with products to meet the new discerning consumer who was looking for authentic Hispanic products. Flash forward to 2019, and now immigration from Latin America is at an all-time low, but the U.S. Hispanic population continues to grow at a rapid pace driven primarily by U.S. born Hispanics.
What’s a little misconception among marketers? Well, in some cases, a minor misconception can lead to a huge missed opportunity. For instance, despite a significant, well-documented increase in multicultural consumers in the U.S., marketers of premium and luxury goods show little interest in this demographic. Why the indifference? It appears to stem from an assumption that the higher their income, the less people are influenced by their culture when making buying decisions. Makers of premium wine, beer, and spirits, for example, are in a prime position to take advantage of the growing opportunity with higher-income multicultural consumers. But to do so, they should consider what role culture plays in the purchasing decision.
Modern market research has seen four major phases of quantitative survey data collection. During that time, we saw representative samples of U.S. Hispanics emerge and take root in mainstream market research. Let’s take a closer at the evolution of quantitative research and how innovation in the field impacted the widespread use of Hispanic sample.
2018 has been an eventful year for Hispanic grocery stores. We saw Bodega Latina expand to Texas with an acquisition of Fiesta Mart, Winn-Dixie’s Fresco Y Más concept grew in Florida, and Albertson’s El Rancho Supermercado officially entered the Houston market. Acquisitions and consolidations have been accelerating at a break neck pace the past several years and they will continue to in 2019. But what is driving this trend? Understanding the underlying drivers of these acquisitions and consolidations in the Hispanic grocery store space can help us see what the future of Hispanic grocery holds in 2019.
ThinkNow, a technology-driven cultural insights agency and the No. 1 provider of U.S. Hispanic samples, is increasing its reach into Latin America, expanding its Spanish language panel offerings to Argentina and Colombia. This further solidifies our dominant position in LatAm markets. In an industry that is consolidating based on value, ThinkNow offers access to major U.S. and LatAm markets that are Spanish speaking. ThinkNow has been operating panels in the U.S. and Mexico for eight years.
Strategic acquisitions can play a big role in corporate growth strategy. And recently, we’ve seen a number of them in the market research industry, especially in the panel sector. Since GfK Knowledge Network’s acquisition of Garcia Research’s Hispanic panel, Cada Cabeza, in 2010, there have been several large companies acquiring Hispanic panels to bolster their Hispanic sample offerings. Nielsen, Research Now, and most recently, Maru/Blue’s acquisition of the Hispanic panel, Tú Cuentas, just to name a few. So, what’s driving this growing interest in Hispanic panels?