There is a new cultural identity emerging that represents almost 26% of the entire US Hispanic market, the Nueva Latina. With a market size of about 4 million, this new sub-segment differs from the traditional and/or non-assimilated Hispanic woman.
While this group often embody qualities and personality characteristics that can be considered docile, compliant and unassertive in a traditional Hispanic society, they are changing rapidly and making new demands on the specialty food and beverage sector.
Still maintaining the characteristics of their Latina culture, the Nueva Latina is adopting many American cultural values such as being more self-reliant, impervious and driven – and more likely defines herself as being from a blended culture.
Considered as a second-generation Hispanic who is an educated career woman, she is open to change, yet still prefers to to communicate in Spanish (45%) vs English (31%), according to a recent MediaPost article. However, her media consumption skews towards English and other content that is culturally relevant, such as her food choices and lifestyle.
The challenge for specialty food and beverage brand marketers is how to attract this dynamic new audience. While it is clear that having a deep understanding of her culture can help, uncovering her needs, desires and wants through research is the best way to connect to her purchasing behavior. Benefit Testing and other methods to evaluate consumers have been instrumental in gaining market share from this new Hispanic sub-group.
As brands change based on the cultural demands of niche segments, the Nueva Latina is a driving force in the market today.
This is certainly true. More and more Latinas are joining the workforce, starting their own businesses, and having their say on what gets bought for the household. The growth of educated and affluent Hispanic women is having a great impact on the future of women overall. Some interesting statistics: In 1970, just one-third of young female Hispanics were enrolled in school or college; by 2007, nearly half of young Latinas were pursuing schooling. The labor force participation of young Latinas has also grown during this time period, from 40 percent in 1970 to 54 percent in 2007. Businesses owned by Hispanic women have grown almost 125 percent in the last decade.
I address this topic and what it means to marketers in more detail on my blog at http://bernardopr.com/bernardo_sound_bite
The hispanic woman is becoming a much more educated consumer. The media post article is interesting too. Thanks!
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