SymphonyIRI and Synovate Team for Hispanic Shopper View

In the US, retail specialist SymphonyIRI has partnered with Synovate to create HispanicLink - a report that provides a view of Hispanic shoppers and their current $950 billion spending power.

The new report offers an understanding of Hispanics' shopping habits, cooking, eating and drinking behaviors, health and wellness practices, as well as their media preferences. It also contains a survey component to answer the 'why behind the buy' among Hispanic households versus non-Hispanic, with findings that include key facts about Hispanic attitudes, preferences and needs.

In addition, it offers shopping basket analysis to rank which categories are most likely to appear in the cart of the average Hispanic household, again compared with that of a non-Hispanic household.

While highlighting how many dollars are spent on the average shopping trip, the report also defines which categories are important, and which represent the greatest opportunities. Retailers can then identify which categories are attractive to Hispanic households, decide how to shelve categories, and determine how valuable the Hispanic shopper is to them.

'With HispanicLink, CPG companies can better understand how to allocate their marketing budgets when trying to reach Hispanic consumers,' states Mark Berry, EVP, and co-leader of the Global Shopper Insights Group. 'The report takes an in-depth look into the Hispanic population to reveal spending habits, shopping trip behavior and the impact the economy has had on the price/value equation for this valuable target group.'

SymphonyIRI's President, Consumer & Shopper Marketing, Bob Tomei adds that through the insights HispanicLink has been designed to uncover, retailers and manufactures will be equipped to develop more accurately targeted programs.

Web site: www.SymphonyIRI.com and www.synovate.com .