The U.S. Census Bureau heeds start of Hispanic Heritage Month


  Today marks the start of National Hispanic Heritage Month — a time to recognize the contributions and cultures of the nation's fastest-growing population group. The idea started as a special week in 1968 and was expanded to a full month 20 years later. There are 52 million Hispanics in the U.S., 17 percent of the total population, forming the nation's largest ethnic or racial minority. Over half of that population resides in California, Texas or Florida, and nearly two-thirds are of Mexican
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Packaged Facts report analyzes food-buying behavior of Latinos


Ethnicity still draws the attention of marketers, particularly those trying to sell products to the growing ranks of Hispanic consumers who represent almost one-sixth of the U.S. population. Acculturation has made the food buying habits of Latinos more like those of other U.S. consumers, according to a new report by research publisher Packaged Facts. Latino shoppers have been adopting packaged foods while shifting away from fresh produce and meat, says Daniel Granderson, an analyst at Packaged Facts. To read
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IRI publishes guide to help CPG marketers win with Hispanic consumers


    By 2015, the U.S. Hispanic market's purchasing power will total $1.3 trillion. To help CPG marketers connect with this diverse, rapidly expanding customer group, IRI has released a new publication, “Point of View: Winning with the Hispanic Consumer Today."Leveraging IRI's deep insights and data, the Point of View will deepen marketers' understanding of the key disciplines required to succeed with Hispanic consumers, including creating a cultural connection, effectively engaging and activating
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Florida Hispanic small business owners to invest more in marketing costs


    Small businesses in Florida are performing well despite lingering concerns about the U.S. economy, according to the inaugural Florida Small Business Pulse Check, a survey commissioned by TD Bank, America's Most Convenient Bank®. The regional survey polled small business owners in Central and South Florida about business goals, hiring plans, credit and financial needs and the anticipated impact of the Affordable Care Act (ACA). More than 240 business owners in Central Florida's I-4 corridor
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The apple industry gets a fresh opportunity with Hispanic consumers


  Growth in the number of Hispanic consumers and an expansion in their earning power offers huge opportunity for the apple category. That was a key point in a presentation by Sherry Frey, vice president of account services for Chicago-based Nielsen Perishables Groups, at the U.S. Apple Association Crop Outlook and Marketing Conference Aug. 21. In a presentation called “How to win in a rapidly changing retail and consumer environment,” Frey reviewed the performance statistics of the apple category over
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Shopping malls create “Latino-centric experience” in response to Hispanic population boom

According to their Facebook page, the re-branded and re-designed Plaza del Sol (formerly Osceola Square Mall) "will provide 400,000 square feet of retail space designed to reach the surrounding Latino community."


    Demographics is destiny in retailing, and this truism is being demonstrated by contemporary shopping centers. According to recent reports, one of the fastest-growing trends in malls and shopping centers is the Latino-centric experience. Stories foreseeing the demise of the American shopping mall may have been exaggerated, at least in some parts of the country. From Florida up through much of the Southwest to California, malls that were recently in serious decline are now filled with tenants
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Report: Latinos serve up cereal brand loyalty during decline

The "Gracie" Cheerios ad, featuring a multiracial family, stirred controversy for General Mills last year. Still, General Mills re-aired it during the 2014 Super Bowl. 

 By: Laurita Tellado      Cheerios hasn't shied away from featuring multicultural Americans in their ads. Even in 2014, it might be considered a bold move; however, it might be the smartest move to make. Research shows that, while sales of cold cereal are declining, cereal manufacturers such as Kellogg and General Mills can count on people of color-- particularly Latinos-- to lead them to breakfast food success once more.   A report published by market research publisher Packaged
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Targeted campaigns, not total market approach, key to reaching Hispanics

(Orlando Business Journal /

  There has been a lot of debate about using a “total market approach” when reaching out to Hispanics, especially in regards to their millennials. Total market approach is relying only one marketing program designed to reach all consumers across both general and ethnic markets. If you take a shortcut like this and try to tap into the Hispanic market using a straight translation of your Anglo campaign into Spanish, it’s basically like serving a burger with every Anglo topping imaginable and then adding
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Back-to-school retail shopping declines; Latinos more likely to participate

David Paul Morris / Adweek / Bloomberg via Getty Images

    Back-to-school sales will continue to drop this year, according to projections from The Integer Group. The global retail marketing agency teamed up with M/A/R/C Research to complete the study, which found that 36 percent of U.S. consumers, constrained by tight budgets, will not do any back-to-school shopping this season. A decline was already evident in 2013, with a dip of 3.5 percent from the prior year. This year, a drop of nearly 5 percent is projected. With fewer people shopping,
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