A new study suggests that while Los Angeles-area Hispanics are more likely than non-Hispanics to suffer from a host of health-related conditions, they are less likely to purchase over-the-counter (OTC) remedies for those conditions.
The study, conducted by ACNielsen, was presented at the National Association of Chain Drug Stores (NACDS) annual Marketplace Conference in San Diego.
According to Todd Hale, senior vice president, ACNielsen Consumer Insights, "This research points to a significant opportunity to educate Hispanic consumers about remedies through targeted manufacturer advertising and in store retail signage. It’s one more important example of the need for marketers to understand the nuances of Hispanic consumers and to tailor their promotional efforts accordingly."
Despite the widespread availability of OTC remedies for a variety of conditions, ACNielsen found that Hispanic households, especially those in the less acculturated segment (defined as households where Spanish is the only or preferred language), were least likely to purchase such items.
While more research is needed, Hale said, “Income may be a factor in the lower incidence of remedy purchasing among Hispanics, which points to a potential opportunity for retailers to highlight their private label offerings.”
Los Angeles is home to the largest Hispanic population in the United States. The largest segment of this population consists of less acculturated households (51 percent). Bilingual households represent 32 percent of the Hispanic population; 17 percent are more acculturated.
The study, conducted by ACNielsen, was presented at the National Association of Chain Drug Stores (NACDS) annual Marketplace Conference in San Diego.
According to Todd Hale, senior vice president, ACNielsen Consumer Insights, "This research points to a significant opportunity to educate Hispanic consumers about remedies through targeted manufacturer advertising and in store retail signage. It’s one more important example of the need for marketers to understand the nuances of Hispanic consumers and to tailor their promotional efforts accordingly."
Despite the widespread availability of OTC remedies for a variety of conditions, ACNielsen found that Hispanic households, especially those in the less acculturated segment (defined as households where Spanish is the only or preferred language), were least likely to purchase such items.
While more research is needed, Hale said, “Income may be a factor in the lower incidence of remedy purchasing among Hispanics, which points to a potential opportunity for retailers to highlight their private label offerings.”
Los Angeles is home to the largest Hispanic population in the United States. The largest segment of this population consists of less acculturated households (51 percent). Bilingual households represent 32 percent of the Hispanic population; 17 percent are more acculturated.
- KC's View:
- More and better information for all consumers ought to be the watchword for this industry. The ACNielsen study is a perfect example of how opportunities can present themselves, and how relatively easy moves by retailers could have a big payoff.
