- Written by: Liz Sanderson, Univision Insights Blog
According to the MDPA Magazine, one of the elements of their culture that they most want to retain — whether they’re immigrants or U.S. born—is their food and recipes. We know that this passion for food is developed at an early age and heavily influenced by their mothers. Because of that, cooking tends to play much more than a functional role in a Latina mother’s life; it reflects who she is as a mom. In a 2010 Yankelovich Banktract report, 81 percent of Hispanics 16+ agreed that they “put a lot of care and emotion into my cooking” vs. 65 percent of non-Hispanics.
We also know that this passion for food comes with an unwavering commitment to flavor. In focus group research, one mom told us, and many agreed, “I do not have the moral authority to make my kids eat healthy food that doesn’t taste good because I wouldn’t eat it myself.”
Like any other mother in the U.S., Hispanic moms strive for career advancement and work to provide a better financial future for their children. Because of this, Latinas have been left starved for time and more willing to make compromises that buck their Hispanic traditions. Latinas, who tend to cook from scratch more often than non-Hispanics, are increasingly embracing convenience foods like frozen vegetables, canned ingredients, and microwaveable side dishes as they pour themselves into their careers.
A recent syndicated Simmons study of Latinas 18+ shows that they are looking for solutions. Since 2006, the number of Latinas that answered “yes” to the statement “easy to prepare foods are my favorite” grew 16 percent vs. no growth for non-Hispanic women. Latina women also showed significantly more growth than non-Latinas across convenience products including hot snacks and frozen pizza, vegetables and waffles/pancakes over the same time period.
But the need for convenience does not mean that they are not concerned with nutrition. In fact, research shows that Latinas have become increasingly health-conscious consumers. The Latina mother also considers herself a food influencer with 31 percent saying “I’m usually the first to try new health foods” vs. just 16 percent of non-Hispanic moms.
For Latinas, the food options that balance taste, health and convenience are the ones they will most be drawn to.
Latinas are clearly sophisticated consumers who want the best for their children—a life filled with cherished family moments and good meals, a life of better opportunities and a healthy life. The marketers who understand the cultural influences Hispanic mothers face when providing for their families and develop products and marketing campaigns accordingly will be the ones to grow their sales.
Based in New York City, Liz Sanderson is senior director of Brand Solutions at Univision Communications Inc. Her team advises clients in the CPG and retail industries on how to develop and execute their strategies to drive sales with Hispanics.
Source: Univision Insights Blog, Latina Moms Balance Taste, Health & Convenience, January 2012.
- Author: Myriam Grajales-Hall
BabyCenter has released the results of a study about Latina moms. The Hispanic Moms Acculturation study offers insights into the influence of acculturation on moms' behaviors and preferences related to shopping, mealtime, media consumption, and more.
-- Shopping: Hispanic moms are brand loyal and love to shop with their families.
Across all levels of acculturation, Latina moms are much more likely to purchase brand-name consumer packaged goods. They are also much more likely than the general population to purchase brands that resonate emotionally. Shopping is also regarded as a family affair. Hispanic moms are three times less likely to shop alone. Despite stereotypes about machismo, 54 percent of Latinas share their purchase decisions with spouses or partners vs. 44 percent of non-Hispanics.
-- Mealtime: An important way of connecting to culture at every acculturation level.
Regardless of acculturation, dinnertime is one of the best ways for Hispanic moms to connect their family to their culture. 36 percent of Hispanic moms vs. 15 percent of non-Hispanic moms say dinner is the best time of the day, 41 percent maintain Hispanic food as part of their daily diet, and 57 percent cook from scratch vs. 11 percent for the non-Hispanic moms. As they acculturate, however, Hispanic moms are more likely to look for shortcuts to ease meal preparation, buying some packaged products to incorporate into a traditional meal. 68 percent of Hispanic moms are likely to share one meal a week with extended family.
Celebrations such as kids' birthdays are also a point of connection among Hispanic moms across all acculturation levels. Hispanics include extended family in these celebrations regardless of age. They spend more money than the general population and their parties last longer.
-- Media Consumption: Culture drives the conversation between brands and Latina moms.
Although highly acculturated Hispanic moms (either native-born or bilingual) don't consume much media in Spanish, they respond better to advertising in Spanish. In fact, advertising in Spanish that features authentic cultural imagery has more impact than advertising in English for all Hispanic moms, whether they're less, moderately, or highly acculturated. Spanish or Spanglish in advertising seems to create a cultural connection that Hispanic moms embrace, perceiving it as an acknowledgment of their heritage. 56 percent of highly acculturated moms would prefer to see an ad in Spanish or Spanglish vs. 43 percent for the English-only version.
When it comes to visual representations of Hispanic moms today, they prefer images of family and togetherness vs. individual pursuits. As for aspirations, family continues to be #1, but professional success is seen as inspiring. Pampering or "me" time is not engaging for Hispanic moms.
The acculturation study interviewed 2,479 Hispanic and 1,472 non-Hispanic moms. They ranged from recent immigrants to native-born English-speakers.
Source: Baby Center, “The Hispanic Moms Acculturation Study”, February 14, 2011.