Study: Private Labels Missing Hispanic Opportunities

“WHILE ENGLISH-SPEAKING HISPANICS ARE OPEN-MINDED to private-label brands, less of those who speak only Spanish at home are willing to try them. Vertis Communications, a Baltimore-based company which tracks shopper perceptions, says that 88% of all English-speaking Hispanics in the U.S. have a “positive perception” of private-label store brands, but only 61% of those speaking only Spanish at home maintain a similar outlook. And about 27% of the Spanish-speaking Hispanics say they don’t know enough about private-label store brands to want to try them. (That compares with about 14% of non-Hispanic adults.)

“Hispanic adults are more likely to read nutrition labels, less receptive to private labels and more easily influenced to buy products that display charitable information on the packaging,” says Scott Marden, director of marketing research, who works on Vertis’ annual Customer Focus OPINIONES research. “In addition, Hispanic adults are more likely to look for information regarding calories on the nutrition label.”"

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