Hispanic immigrants find comfort in shopping in stores that offer familiar products and surroundings similar to what they knew at home. Equally true is that the children of those immigrants are looking to fully participate in the American way of life and for Latino markets that means apple pie might be finding space next to pastelito de guayab (Cuban pastries with guava).
According to the NPD Group, the Latino beverage and food market is expected to grow to $8.4 billion over the next three years, a leap of 47 percent over 2006's numbers.
Mainstream retailers such as Walmart in the U.S. have been quick to identify this opportunity and are making efforts to attract Latinos with both traditional products and those that provide them with a symbolic entry to the American way of living.
Harry Balzer of the NPD Group told Marketplace on National Public Radio that children of immigrants are drawn to American supermarkets and Latino stores need to adapt if they are going to appeal to the generations of consumers to follow.
"As you spend more time in America, you all of a sudden start eating ham sandwiches and hot dogs and hamburgers," Mr. Balzer told Marketplace.
Discussion Questions: Can so-called authentic Latino grocery stores make it or must they become Americanized to be successful even when the majority of customers are Hispanic? What are steps stores must take to make the transition without losing their appeal with immigrants? Will Latino stores eventually become mainstream American grocers as acculturation takes place among their initial customer base?