Expo Comida Latina

2002

 

Selling to the Next Generation of Hispanic Consumers Generation ñ

 

To sell to Kids you need to think like a Kid!

Kids expect and notice innovation

Kids have favorite spots in stores

Licensed properties matter

 

 

The Reality

2/3 of purchase decisions are made  in store

Kids go shopping with mom and dad more than ever

Kids have significant influence on what goes in the cart…. “Please Mom…”

 

 

Kids Purchase Influence

Cereal 81%

Snack Foods 76%

Soft Drinks 74%

Cookies 72%

 

 

The Facts

34 Million kids ages 4-12 receive $45 billion per year

They spend about $17 billion (on) snacks, sweets, toys/games and clothing

Children also influence the purchase of more than  $290 billion in family goods and services

 

 

Census 2000 data:

Growth among Hispanic children under the age of 18 significantly outpaced all other groups during 1990s. Census 2000 results show that Hispanic children are now the largest young minority group. The number of Latinos under the age of 18 increased 59% between 1990 and 2000 to 12.3 million, surpassing the 10.6 million children and teens identified as “non-Hispanic Black”. During the same period, “non-Hispanic White” youths under 18 grew only 5%

 

Percentage of the Population Under 18

Hispanic 36%

Mexican 38%

Puerto Rican 34%

Cuban 19%

Central & South American 29%

Non Hispanic White 24%

 

 

Isabel Valdés : “Our research has shown that the Hispanic market overdelivers against the national average on a per-dollar basis when the right campaign and the right language are used”

Ms. Isabel Valdes www.isabelvaldes.com

 

 

U.S. Hispanic Student Population

Hispanics experienced growth in all educational levels from 1990 to 2000

Nursery                                                            137%

Kindergarden                                                    45%

Primary                                                 58%

Secondary                                                        55%

 

 

Nursery….

In 2000, there were 574,000 Hispanic children enrolled in nursery school

In 1990 242,000

In 2000, 13% of nursery school students were Hispanic

 

 

Kindergarden

In 2000, there were 687,000 Hispanic children enrolled in Kindergarden

In 1990, 475,000

In 2000, 18% of Kindergarden students were Hispanic

 

 

High School!!!

Hispanics currently represent 14% (2,224,000) of the total population enrolled in high school

Between 1990 and 2000, the number of Hispanics enrolled in high schools increased by 55%, compared with only 16% for African Americans and 21% for Mainstream

 

Enrollment

Hispanic students are the fastest-growing student group in the nation’s elementary and secondary schools.

From 1990 to 2000,      Elementary school enrollment of Hispanics was up 58%

Secondary enrollment was up 55%

 

 

Language Spoken at Home by Hispanic Students Elementary/Secondary Education

 


YMI Youth Marketing International

 

 


Kid food is fun…. But, don’t get carried away…

It’s got to start with a clear strategy

With a product as a hero

Fun must be differentiated fun, subtlety is not a virtue

 

 

Trends and Topics

Honesty

Graphics, packaging

Continuity

Parental perception

Family interaction

Co-branding

Kid’s marketing has gone mainstream

 

 

Five Critical Success Factors

Immediate gratification- Goghurt

Empowerment – Frito Lay “A todo Sabor”

Budget - Lakeview Ready to eat gelatin

Innovation – Variety Heinz purple ketchup

Collectability – Bazooka chewing gum

 

 

Parents more likely to:

- Be firm with kids 6& under                             (35% deny)

- Negotiate with 6-9 year olds                          (25% deny)

- Accept more automatically 10& up

Wondergroup Kids Marketing

 

Hispanic Parents

Sixty-one percent (61%) agree they tend to buy Hispanic products over American-made products if they have a choice

IDDBA Research

 

 

The Good News!

 

Kids What factors influence parents when buying food for children?

Price                                                                62%

Children ask for it                                            57%

Good Taste                                                       44%

Coupons                                                            38%

Advertising                                                       6%

 

 

The 5 P’s of Kids Packaging

1.     Price       The look of the packaging should reflect the price of the product

2.     Placement  Give the packaging a hierarchy of read

3.     Playful     Packaging and graphics fun

4.     Parents    Need assurance

5.  Pals         partner with the character/hero

 

 

Final Thoughts

 

Sixty seven (67%) Hispanics agree they eat at home more often than Anglos and cook dinner at home an average 5.6 times a week.

Page –21-

 

Hispanic are children-focused, thus it is not surprising that 72% agree their children greatly influence what they buy – this includes 44% who strongly agree

My Children Greatly Influence What I Buy

Agree Total                                          72

Strongly agree                                      44

Somewhat agreet                                  28

Disagree Total                                      26

Somewhat disagree                               13

Strongly disagree                                 13

 

 

 

 

 

 

 

 

 

 


Los Kitos are:

Comic Strips

Weekly Radio Show in Radio Unica and Organization of American States

Weekly Internet Site for Kids with La Opinion - Notikitos

Live Appearances/Concerts

Licensing Products for Kids

 

 

 

 

 

 

 

 

 


                                  THANK YOU!

                                   GRACIAS…..