International
Latino Millennials in the U.S. are attracted to products that reflect their culture
https://www.youtube.com/watch?reload=9&v=-7L0LhEd0GI
The Latino market has a golden opportunity to enter the U.S. market and supermarket chains. While the pandemic has hit the economy, the new normality might offer new possibilities. Millennials play an important role in this scenario since they are looking for ways to connect with their Latino roots.
Social networks have shown how Millennials often share with others what brings them closer to their cultural backgrounds. An example of this is the video made by a young Salvadoran who calls himself Curly.
His video went viral on Tasty. On that platform, the Salvadoran proudly features his grandmother making El Salvador’s signature dish: pupusas.
Latin products
More and more Latino products are finding their way into U.S. supermarkets. Previously this was only possible through supermarket chains such as Safeway, Giant, Ralphs or Kroger.
During the “Current events, trends and challenges of retail sales in the United States” Forum, the opportunity to continue positioning Hispanic products in U.S. supermarkets was discussed.
According to Julio Ibañez, President of the Hispanic Retail Chamber of Commerce, Latinos are now more likely to consume Hispanic foods, beverages and products sold in U.S. retail markets.
Latino Millennials
According to the Chamber of Commerce, this group of people is drawn to those supermarket chains that reflect their culture and that of their families.
Data presented shows that 51% of millennials look for these products in supermarkets. In addition, 57% of Latinos say they are drawn to Hispanic supermarkets because they have products and brands that reflect their cultural tastes.
Today there are 62 Latino supermarket chains in the United States, offering Latinos products from their countries that create a sense of nostalgia for food.
Therefore, the Hispanic Retail Chamber of Commerce recommends creating a different product from what is available in the United States. The only thing missing is the creation of a new mechanisms to facilitate the supply, the demand and the export of nostalgic products, he added.
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