Think all U.S. Hispanic consumers — regardless of gender — are alike when it comes to shopping behaviors? If so, think again. According to global market researcher Mintel, Hispanic men are more brand-loyal than Hispanic women in certain categories, and they often are willing to pay a bit more for their preferred brand. For instance, 35 percent of Hispanic men think more-expensive brands of laundry detergent are more effective than bargain brands, versus 31 percent of Hispanic women.

However, Mintel explained that Hispanic men are the least likely to take over grocery duties, compared to men in other U.S. ethnic groups. It said 69 percent of Hispanic men purchased food products during the last 12 months, compared to 83 percent of Caucasian men, 81 percent of Asian men and 71 percent of black men.

When they do shop for groceries, most Hispanic men (three out of four) do so at a traditional grocery store, making the format the leading destination for purchasing food for the household. Hispanic women, on the other hand, are slightly more likely to prefer shopping for groceries at Walmart. "Marketing to Hispanic Men," a December 2012 Mintel report, states that irrespective of their household income, Hispanic men frequent grocery stores more than any other type of grocery retailer, although those in households with incomes between $50,000 and $74,999 are slightly more likely than other Hispanic men to purchase food in a grocery store.

Their preference of traditional grocery stores suggests that Hispanic men are less concerned than Hispanic women about shopping around to find the best prices for the food they purchase, the report states.

“Supermarkets could capitalize on the preference of Hispanic men for these types of grocers by developing marketing strategies that specifically target this audience,” the report explains. “This could include in-store signage and store circulars showing satisfied Hispanic men who are easily able to find the items they seek for themselves and their family. Advertisements in broadcast and print media could also spotlight Hispanic men who frequent supermarkets for the wide selection of food compared to other types of retailers.”

Still, 68 percent of Hispanic men purchase groceries at mass merchandisers such as Walmart and Target, the report points out. Those with household incomes between $25,000 and $74,999 are more likely than other Hispanic men to buy food at these types of retailers, reflecting the channel’s broad appeal to Hispanic men.

The report also notes that Hispanic men are most likely to have tried a new product in the last three months after sampling it in a store. Specifically, Hispanic men between the ages of 25 and 54 are more likely than other Hispanic men to buy an item after sampling it. This could reflect the likelihood that Hispanic men in this age group are purchasing items for their household — in addition to those for their own needs.

“Marketers could benefit from increasing the number of in-store demonstrations of household products and food items, in addition to items of interest to children,” the report states. “These efforts could assist brands in establishing greater familiarity among Hispanic men, increasing the likelihood of a purchase.”

For more information, visit www.mintel.com.