Titled "Targeting the Latino Foodservice Consumer: Keys to Future Success," this study will examine the attitudes, values and behaviors of all major Latino sub-groups as they relate to foodservice and on-premise markets, they explained.
Latino buying power is growing at twice the rate of non-Latinos, with population growth outpacing the total population 4 to 1. Dr. J. Walker Smith, president of Yankelovich, believes that "Latinos are perhaps the single most important consumer group for all businesses to embrace. Their impact on demographics and culture is enormous, yet our understanding of what that means for marketing is minuscule in comparison."
Bob Goldin, executive vice president of Technomic, observed: "There is a huge knowledge void with respect to how Latino consumers participate in foodservice, which is the fastest growing segment of the food industry. Our study team is ideally suited to fill that void."
The study will include extensive consumer and trade research, and will be conducted bilingually. It will provide concrete recommendations on how suppliers and restaurant operators can establish meaningful and lasting connections with Latino foodservice consumers.