By studying 3,600 shopping trips by more than 800 consumers, Unilever discovered Hispanic
shoppers shop more often because they prepare more meals at home, but they enjoy their shopping experiences less than general-market shoppers. The study also found that Hispanic shoppers generally
appreciate being communicated with in Spanish in stores, and are more receptive to in-store meal suggestions than the general population.
The effort marks a continued increase in support for Hispanic marketing for Unilever, which last year boosted ad spending by 47%, and expects to increase spending again behind ViveMejor.
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