Study finds large marketing opportunity in Hispanic men

02/17/2013 | Convenience Store News

Marketers targeting Hispanic women might be missing their key market, according to Mintel research. A study found that Hispanic men tend to have greater influence on purchases made by their household as they get older, and the market for younger men who will grow into that role has remained untapped. "By failing to reach out to Hispanic men, brands and retailers will miss out on the chance to establish themselves as the first choice among a segment of shoppers poised to gain great influence in the coming years," said Leylha Ahuile, a senior multicultural analyst at Mintel.

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