CPG Companies Grow by Targeting Hispanics – Media Daily News

March 9, 2012 by Erik Sass.- Marketing efforts targeting Hispanics are correlated with overall revenue growth for consumer packaged-goods companies and CPG-based retail companies, according to a study commissioned by the Association of Hispanic Advertising Agencies and performed by Santiago Solutions Group.

March 9, 2012. Media Daily News by Erik Sass.
Marketing efforts targeting Hispanics are correlated with overall revenue growth for consumer packaged-goods companies and CPG-based retail companies, according to a study commissioned by the Association of Hispanic Advertising Agencies and performed by Santiago Solutions Group.

That’s not surprising, given that Hispanics make up 17% of the population, wielding a total $1.2 trillion in buying power.

The AHAA study examined the top 500 U.S. advertisers from 2006-2010 and determined with a 95% confidence level that among the CPG brands studied, the share of marketing resources devoted to targeting Hispanics accounts for roughly one-third of overall revenue growth.

Companies that devote more marketing resources to targeting Hispanics saw higher revenue growth, on average, than companies that didn’t make Hispanic marketing a high priority.

The study identified a number of CPG companies and CPG-based retailers as “best in class” for their substantial Hispanic marketing efforts, including Coca-Cola, General Mills, Ralcorp, Groupe Danone, Nestle, Walmart, and Walgreens.

The AHAA study also noted a number of factors which make Hispanics desirable marketing targets for CPG companies and advertisers in general, including larger households (at an average 3.8 individuals per household, compared to 2.5 for non-Hispanic households) and a higher household formation rate than the general population.

Together, these facts mean that Hispanic households expenditures for food are predicted to grow at an annual rate of 5.7% over the next decade, according to Credit Suisse, compared to 2.5% for non-Hispanic households.

Roberto Orci, AHAA chair and CEO of Acento, stated: “CPG companies not only want to gain market share among their competitors but they also want to provide growth and stability for their investors — investing in Hispanic marketing is a clear strategy in achieving that two-fold objective.”

Tags:

No comments yet.

Leave a Reply

CAPTCHA

PLEASE RESOLVE THE MATH PROBLEM BELOW:

Multicultural Segments Growth Surges 58%; White NH Decline Accelerates

Slider2

Non-Hispanic White Segment Decline Accelerates. Multicultural segments jumped 2.8M from 2016 to 2017 compared to a 1.8M increase from 2015 […]

Spanish Dominant* Hispanics Financial Optimism Soars in 2018

Banner

Now nearly 6 in 10 Spanish Dominant Hispanics have an optimistic view about their finances over the next 12 months, […]

Census Consensus: ‘Citizenship’ Would Be A Headache For Advertising, Media – MediaPost

March 28, 2018. MediaPost by Joe Mandase.- Obvious partisan political implications aside, the Trump White House’s push to add a […]

Las Perspectivas Económicas del Mercado Multicultural Se Ven Muy Poderosas PRODU

Jan 16, 2018. PRODU.- Para Santiago Solutions Group, el panorama es alentador para el segmento multicultural en EE UU. “Los […]