It’s sometimes said that Hispanic consumers are more brand loyal.
One often-cited source is Nielsen HomeScan’s study of Hispanic shopping behavior. Nielsen found that 70 percent of Spanish language-preferred Hispanic homes chose one cola consistently to the exclusion of others: in English-language only or English-preferred homes, that figure dropped to just 33 percent. That wide gap continued across purchases for many other food items and household goods, from cereal and beer, to detergents and toothpaste.
Why the difference? Researchers have put out a few theories: Hispanics may come here having had bad experiences in their home country with products. If they then come here and find something of higher quality, they stick with it, because it’s comparatively better than what they had before. Then there’s the corollary to that: good experiences with a product from home could lead to loyalty here, because it reminds them of home.