bake - September 2013 - PAN40

core segment that accounts for 37%
of the group’s total spending power—
and this spending power is increasing.
Upscale Hispanics control $4 out of
every $10 Hispanic spend dollars,
making this growing segment an
essential component for Hispanic
marketers as well as all upscale
marketers in the general market.
According to Nielsen and the
Association of Hispanic Advertising
Agencies, upscale Hispanics live in a
world of cultural duality, and provide
lifetime value and upside opportunities for many high-end and luxury
brands. Defined as Hispanic households earning $50,000 to $100,000 in
annual income, upscale Hispanics are
the most influential segment since the
baby boomers and will drive shifts in
category consideration, purchasing
behavior and brand relationship. In
2012, the 15 million upscale Hispanic
in the US accounted for 29% of the
country’s Hispanic population—and
that figure is expected to double by
2050.
Deeper pockets don’t translate
to increased assimilation. Upscale
Hispanics live in two cultures, as
three-quarters speak both English and
Spanish. Further, upscale Hispanics
spend more on fresh ingredients than
general US Hispanic population, as

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PANADERIA

feeding their growing families healthy
and nutritious food is a priority.
Upscale Hispanics are younger
than upscale non-Hispanic Whites (33
years old compared with 39 years old)
and they live active lifestyles, often
with young families. In fact, 85% of
upscale Hispanics have a household
size of three or more, compared with
65% of upscale non-Hispanics.
While upscale Hispanics reside
across the country, they are mostly
concentrated in urban areas such as
Los Angeles, New York, Houston and
Miami, although they show significant
representation in secondary markets
such as Honolulu and Washington,
D.C. and Oklahoma City.
THE RISING INFLUENCE OF
WOMEN

Hispanic women are gaining
prominence in the US and are
becoming a strong influence on the
mainstream economy. With 52 million
in the US population, Hispanics
collectively have an impressive
buying power of $1.2 trillion. Within
the overall Hispanic demographic,
however, the women are the ones in
the driver’s seat, according to a recent
report published by Nielsen.
Hispanic women are the growth
engine of the US female population

and are expected to represent 30% of
the total female population by 2060,
while the non-Hispanic white female
population is expected to drop to
43%. With 86% of Hispanic women
at the helm of purchasing decisions in
households, the times are changing
and economic power is shifting.
“Latinas are a key driver of
economic influence, giving marketers
an opportunity to establish new
and loyal consumer relationships
by acknowledging the needs and
following the unique behavior trends
of Hispanic women,” says Mónica Gil,
senior vice president, public affairs
and government relations at Nielsen.
In significant areas, Latinas are
avid users of technology and social
media to stay culturally connected
while they’re on-the-go and their dayto-day activities.
For many, personal technology
and social networking are helping
them maintain their ethnic culture,
language and traditions.
Bilingual language proficiency
has significantly increased among
Hispanic women, while the proportion of Spanish dominance has held
steady and the proportion of English
dominance has declined significantly.
Hispanic households will
spend $400,000 more than white
bake - September 2013

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