The Food Marketing Institute’s Private Brands Group says more Hispanic shoppers are buying private branded products.

Hispanic shoppers favor private brands, FMI study suggests

In its new study, “Se Habla Isn’t Enough: Private Brands Among Hispanics 2009” the Arlington, Va.-based group found that 37% of Hispanic shoppers purchase more private brands hits year, and 25% plan to buy more in 2010.

“Hispanic people are discovering the value and quality of private brands,” said Patrick Walsh, FMI vice president of industry relations and collaboration in a news release. “This is a welcome finding since food plays a central role in their culture.”

Dairy, paper, carbonated beverages or bottle water, cleaning supplies and breakfast products led the most popular items.

FMI offered advice on how to increase private brand sales for Hispanic shoppers, as it found that 10% of the never buy products and 48% do sometimes or rarely.

The top five factors that were rated “very influential” in private brand purchase included:

  • Quality and healthy ingredients — 64%;
  • Price lower than national brand — 63%;
  • Discount coupons and sales — 59%;
  • Same ingredients and characteristics of national brand — 49%; and
  • Store donating a percentage of sales to community — 48%.

Spanish language signs, labels and bilingual employees rated much lower in influencing them to buy store brands, the research found.

The study was based on telephone surveys by New American Dimensions of shoppers in 10 markets â€” Chicago, Dallas, Houston, Los Angeles, Miami, New York City, Phoenix, San Antonio, San Diego and San Francisco.