… The new report, Time to Tango: Latinos are Pork’s Future, reveals steps food retailers and packers must take to connect with these influential consumers…
‘Time to Tango’ taps into Hispanic pork consumers
New research identifies steps for retailers and packers to seize once-in-a-generation opportunity.
Source: National Pork Board (NPB)
via National Hog Farmer - Oct 02, 2019
Considering that National Pork Month coincides with Hispanic Heritage Month, it is appropriate that the National Pork Board declares that it is “Time to Tango.”
Though both monthly designations are a reason to celebrate, the “Time to Tango” actually refers to an NPB report showing U.S. Latinos’ affinity for pork and growing purchasing power make it a critical audience for the industry, but as Hispanics acculturate, their pork consumption declines. The new report, Time to Tango: Latinos are Pork’s Future, reveals steps food retailers and packers must take to connect with these influential consumers who represent the biggest growth opportunity of the next several decades.
The report is the latest in the NPB’s Insight to Action research program examining key behaviors, attitudes and cultural nuances of U.S. Hispanic shoppers. It outlines top motivators for Hispanics when selecting their preferred retailer and protein choice.
“Pork is entrenched in Hispanic heritage and culture, and extremely relevant to the fast-growing and economically powerful Hispanic segment,” says José de Jesús, director of multicultural marketing for the NPB. “The pork industry must proactively engage them and better meet their needs, otherwise we risk losing the Latino consumer.”
According to the report, as Hispanic consumers become acculturated in the United States, the link between pork and culture weakens. Often, they can’t find the cuts they want for traditional dishes in mainstream stores, so they use other proteins or shop at specialty stores that offer the service to deliver the cuts they want. Nearly half (49%) of Hispanics do not choose mainstream retailers as their go-to store, and instead opt for specialty stores, ethnic markets and bodegas. The meat case is a contributing factor — 44% of Hispanics choose to buy their fresh meat at non-mainstream grocery stores.
To maintain and increase loyalty among Hispanic consumers, the report outlines three key motivators retailers and packers must address.