Hispanic Target Demographics

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The Hispanic market segment consist of many sub-groups and is sometimes referred to as “Latino” market. It is a rapidly growing market and business have an opportunity to expand, because of the significant demographics. According to a 2012 Nielsen report, “Hispanics are the fastest growing ethnic segment expected to grow 167 percent from 2010 to 2050, compared to 42 percent for the total population” (Llopis). Culture and lifestyles are one of the contributing factors for Hispanic consumer’s behaviors. Cooking is traditional and cultural due to large families. Thus, greater buying power and more sales for stores that carry and market these products. Some more distinguishing characteristics are rapid growth in Hispanic teens (bicultural youth) that share the culture of US and there family origin country. This will benefit both Hispanic products and US products. Large families are very common, therefore, spend more on groceries.…show more content…
For example, Nestle has many products focused on the Hispanic market and has been very successful in there marketing strategies. In 2010, they launched a campaign to encourage consumers to drink more water, a healthy way of life. Nestle Pure life was the product they were marketing. There strategy was to focus on Hispanic ads, with Hispanic TV host Cristina Saralegui as spokesperson for the ads, rather than market advertising. The campaign also utilized regional radio to support in-store promotions, and the La Promesa sweepstakes. Consumers could register their pledge to remove one sugary drink each day and replace it with water. In return, automatically registered in the contest with over $20,000 in prizes, including a grand prize trip for four to Miami, and dinner with Cristina Saralegui. It is now the best-selling bottled water brand by volume, according to Beverage Marketing

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