Hispanic shoppers spend more on food per capita than other shoppers, averaging $425 to $450 a month compared with the $415 spent by Caucasians, the Baker Katz brokerage firm reports. National retailers such as Wal-Mart Stores are boosting their product lines and marketing campaigns to capitalize on the growing consumer base, and specialty stores are expanding in Hispanic areas, offering marinated meats, fresh produce, in-house cafes and dry goods from across Latin America. "Smart grocers ... will shift toward offering concept stores that are more appealing to the Hispanic consumer," broker Rafael Melara said.

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