Latino Food Purchases Driven By Emotional Values

LATINO FOOD PURCHASES DRIVEN BY EMOTIONAL VALUES A new study called the Multi-cultural Latino Consumer by MSLGROUP and The Hartman Group finds though Latino segments are hardly all the same, they do generally embrace significant commonalities when it comes to food, especially seeing mealtime as a social conduit Latinos identify food as an important element of daily life, leveraging meals as a central enabler of together-time. I value sitting EATING TOGETHER around the table together Cooking is an act of love 32% EMPHASIZE THE VALUE OF SITTING AROUND A TABLE TO SHARE A MEAL (compared to 22% of Non-Latinos) LESS LIKELY TO EAT ALONE 38% vs. 47% of Non-Latinos DINING OUT is a way that Latino's enjoy GLOBALIZATION other ethnic cuisines Restaurant Experimenting with global flavors FOLLOW ME More likely A ASIAN , A THAI A JAPANESE A INDIAN to dine out 2.1x 45% ENJOY ASIAN FOOD WHEN DINING OUT a week 22% SAY THEY PREPARE IT AT HOME Latinos desire to create an appetizing social experience around each meal MARKET 50 FRESH LOCAL MEALS PRODUCE PRODUCTS FROM COUNTRY OF ORIGIN 63% CHOOSE FRESH OVER PACKAGED FOODS 2012 82% 2013 BUY 51% MORE LOCAL FOODS EAT MEALS INFLUENCED BY THAN LAST YEAR LATIN COUNTRY OF ORIGIN GO ORGANIC MSLGROUP 63% CONSUME:ORGANIC FOODS For more information about the study and MSLGROUP's Multicultural Specialty, contact: Vickie Allande-Fite at 310.461.0383