Millennials are more diverse than any previous generation in the United States, according to Nielsen, and this diversity is influencing their attitudes. A closer look at Hispanic millennials provides insight into this phenomenon.
Approximately 40 percent of millennials identify as Hispanic, African-American or Asian American, and Hispanic millennials represent 21 percent of that generation.
When it comes to grocery shopping, millennials remain true to their heritage. Of the people surveyed, 61 percent of Hispanics say they have shopped at a Hispanic supermarket at least once over the past year.
In Los Angeles, which has one of the higher concentrations of Hispanic consumers in the US, 36 percent of Hispanic millennials say they can find their ethnic products at mainstream retailers.
Meanwhile, Latino Americans in Los Angeles reported shopping at Hispanic grocery stores at least once over the past year 74 percent of the time.
However, the study also pointed out that Hispanic millennials are open to other cultures. Nielsen found that 22 percent of those surveyed have shopped at an Asian grocery store. Also, English-dominant Hispanic millennials indicated a desire to shop at Hispanic grocery stores despite language barriers, Nielsen noted.
But the option of shopping at a Hispanic grocery is not always available. Nielsen said the No. 1 reason all Hispanics and Hispanic millennials give for not shopping at Hispanic grocers is the lack of nearby stores. Another reason is the availability of ethnic products at mainstream stores, Nielsen noted.