Supermarket Perimeter - October 2022 - 51

- Advertorial
CARGILL TAKES
DEEP DIVE
into multicultural consumer,
unlocking opportunity for retailers
Hispanics represent nearly half of all multicultural
consumers in the U.S., and one in four Americans will
be Hispanic by 2045. As the Hispanic population grows
and evolves, so does the diversity of America's palates
due to their incredible influence. While Hispanics
honor their heritage through food year-round, Cargill
and Rumba Meats®
, its food
brand focused on celebrating
Hispanic tradition and family,
is celebrating what the
Hispanic American
population, families, and
influential creators bring
to the table this Hispanic
Heritage Month. But not just
their dinner tables - their
communities, too - and how
brands and retailers alike can
better connect with them.
8%
OTHER
15%
ASIAN
31%
BLACK
HISPANICS
46%
HISPANIC
are the largest
multicultural
segment
in the U.S.
According to research from Nielsen, Hispanics are frequent
purchasers of fresh meat, spending 9% more dollars on fresh
meat purchases. They also purchase and cook a variety of
proteins across the fresh meat case, proving that food - and
specifically fresh meat - is a connection and celebration of their
heritage. Despite fresh meat being an integral contributor to
these authentic cuisines, Hispanics under index for shopping at
traditional grocery stores, substantiating to retailers there is an
untapped opportunity to connect with them - especially within
the fresh meat case. While retailers have responded to larger
multicultural shifts and cravings by expanding the international
aisle in the center of the store, opportunity remains. As the
Hispanic population surges, coupled with increasing demand
from younger Americans to enjoy authentic Hispanic cuisine,
retailers can further leverage the fresh meat case to offer the
right assortment of products for authentic Hispanic cuisines.
CELEBRATING HISPANIC
HERITAGE MONTH
Beef
Oxtail
Cola de
res
During Hispanic Heritage Month,
purchases of Rumba Meats®
fund collage scholarships for
Hispanic youth.
1 in
4
AMERICANS WILL
BE HISPANIC BY
2045
Cargill has become the go-to partner for its retail customers in the
U.S. on the topic of connecting with multicultural consumers, due to
its dedicated marketing and insights team that is tracking multicultural
data and trends. Initial research has produced key findings, including
local shopper understanding that enables authentic assortment
decisions in the fresh meat case. Retailers must understand not only
the broad multicultural shopper trends in each market, but also the
country of origin and acculturation of that segment. For example,
a successful assortment for Hispanic
consumers may look very different in
Miami, Florida, versus Houston, Texas,
as specific cultural dishes use different
cuts and preparations of meat. This
depth of understanding maps back to
how Hispanic consumers shop and
how they may request a specific cut
through the lens of a traditional recipe
- a shopper could ask the butcher for
" meat for lomo saltado " instead of
requesting " flap meat, " for example.
92%
" As a future criminal defense attorney,
I want to come back to eastern North Carolina
and serve my community, especially the
Hispanic community that often faces legal
challenges and disparities. "
Isaac Carreno
2022 Rumba Scholarship Recipient
Offering insights into product assortment, packaging, and
merchandising is just one way Cargill is helping retailers better serve
multicultural consumers. It also establishes insights-driven programs
and partnerships to deepen ties. For example, the brand found that an
organization's engagement through charitable efforts is well received,
especially efforts that revolve around youth and have a local impact.
" From unlocking retail growth with multicultural
consumers to fueling our investment in Hispanic
youth, we're excited about the endless, meaningful
opportunities to better serve this community and our
partners, " said Tammy Gonzales, Cargill's Rumba Meats®
multicultural marketing manager.
and
Sources: Nielsen Homescan Panel Data, April 2021. Cargill Proprietary Research, January 2020 & November 2020. Datassential Annual Trends, 2022. U.S. Census Bureau Historical Statistics of the United
States, 2019 American Community Survey & National Population Projections, Bureau of Economic Analysis, Current Population Survey, Collage Group Network Analysis.
OF
HISPANIC
CONSUMERS
say it's important to
PRESERVE CULINARY
TRADITIONS
The Cargill multicultural marketing and insights team also learned that
as the Hispanic population continues to grow, so does its impact on
the larger cultural cuisine in America. For the first time ever, Hispanic
is the favorite ethnic cuisine among younger consumers and is even
preferred over Italian dishes. This shift in craving provides a unique
opportunity for retailers to educate and inspire consumers, capturing
dollars from both Hispanics and the general population.

Supermarket Perimeter - October 2022

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