The Competitive Edge
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based NPD. “Hispanics are spending, which leads to a
very different story for this important market and U.S.
retail in general.”
The spending trend is translating to an increase in
interest in the ethnic housewares category.
“Most retailers continue to report that the fast-
Different Countries, Different Preferences
est-growing demographic shopping in their stores is
Hispanic,” says Tricia Jarzembowski, marketing com-
munications manager for Columbian Home Products
Inc., a housewares designer, manufacturer and dis-
tributor based in Barrington, Ill. “We have recognized
a constant growth in ethnic cooking products, with the
Hispanic consumer leading the way in traditional and
specialty cookware purchases.”
Anyone eager to reach the Hispanic market must realize
it is not composed of a single, monolithic group. “There
are more than 20 Hispanic countries, each with individual
cultures, customs and cuisines,” according to the FONA
International report. “Authenticity to regional flavors is
extremely important when hoping to reach Hispanics.”
Consequently, developing and marketing Hispanic
products is a tremendously complex proposition—one
that can take unsuspecting retailers by surprise. Those
trying to tap the market “should put time into learning
who their audience is specifically and connect with them
on the issues that matter most,” FONA says.
To that end, companies such as Bene Casa and Columbian Home Products work closely with retailers to ensure
their inventory meshes with the specific needs of the Hispanic audience they serve.
Bene Casa, for example, offers full demographic profiles within a 5-mile area of any chain store, then recommends a plan-o-gram based on the demographic makeup.
Retailers need to create
a mass presence of
merchandise for the customer
to take notice.” —Brian Pomeranc, MBR Industries
Amount of Hispanic
shoppers who enjoy
of shopping for
Source: Acosta’s The Why?
Behind the Buy U. S. Hispanic
Shopper Study, 6th Edition
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