Columbian Home Products also works hand in hand with
retailers to develop merchandising programs designed to
attract their Hispanic clientele.
“Our retailer presentations include plan-o-grams to
suggest methods to enhance the product merchandising
and point-of-sale materials,” Jarzembowski says, point-
ing out that the company participates in demos to show-
case select products and recipes and works with retailers
to escalate key SKUs during seasonal periods. “Tamale
pots are a good example of a category that is moved to
endcap and cross-promotional areas during November
One must-have product—no
matter the shoppers’ countries
of origin—is a caldero. Similar
to a Dutch oven, a caldero
is a cooking pot Hispanic
IMUSA describes as
“the one cooking vessel
to every Latin household,”
one that is “viewed as the most
treasured item in a Latin kitchen.”
Jarzembowski concurs: “Certain functional pieces will
never lose their necessity, such as tamale steamers, rice
pots, enchilada pans and even avocado cutters.”
But there are nuances retailers should understand
before creating a housewares lineup.
Hispanics from Cuba, Puerto Rico and the Dominican
Republic like espresso, while those from Mexico typically
do not; those from the Dominican Republic prefer gas-and not electric-based pressure cookers; and Hispanics
generally don’t like cooking with nonstick fry pans, Pomeranc says. “Hispanics fry 80% of what they cook, so that
impacts the design, the shape of what they need,” he says.
The pan must be able to heat to high temperatures immediately, and to turn out food that is clearly browned—
something nonstick cookware doesn’t necessarily do.
Ultimately, it’s up to each individual retailer to determine how important it is to reach Hispanic shoppers in
their market area, and then to create a merchandising
plan that makes sense within the area the store serves.
“Understanding the difference in the demographics,”
Pomeranc of MBR Industries says, “will help you know
what to do.”