Private Label Overlooks Hispanic Market
Posted by Universal Ad at Tuesday, November 27, 2007 1:41 AM and is filed under Retail,Branding,hispanic 
Continuing the week with another Retail Merchandiser/ RetailWire joint appearance. This time both publications wrote about a Vertis study regarding private labels and the Hispanic market that included the following findings:
Bottom-line: "Retailers with private label brands have an opportunity to market to Spanish-speaking Hispanic audiences by communicating to them in their native language. Incorporating relevant communication in marketing campaigns is imperative to establishing a connection with this influential audience.”
- 78% of all Hispanics in the U.S. have a positive perception of private label store brands - 61% of those speaking only Spanish at home and 88% of those who do
- 27% of Spanish-speaking Hispanics believe they don’t know enough about private label store brands to want to try them, compared to only 14% of non-Hispanic adults
- Of total non-Hispanic adults, 84% had positive comments about the brands, with young women 25-34 possessing the highest number of positive comments about private label brands (91%)
- Hispanic consumers' perception of private label improved along with their household income. 44% of adults earning less than $20,000 a year have a negative perception of store brands while 89% of those with household incomes between $50,000-$75,000 have positive perceptions of private label.
- 71% of Hispanic adults read
direct mail advertising and 64% of them responded in the last 30 days via mail, phone, in-person or online, illustrating the captive Hispanic audience
at-hand for marketers
Bottom-line: "Retailers with private label brands have an opportunity to market to Spanish-speaking Hispanic audiences by communicating to them in their native language. Incorporating relevant communication in marketing campaigns is imperative to establishing a connection with this influential audience.”
Posted by Universal Ad
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