A couple years ago, my mom was looking for some newer vegetarian items at her neighborhood grocery store. She went to the small section of the same aisle where the store typically carried it’s healthy food products. When she couldn’t find any of these newer vegetarian items, she asked to speak with a manager and see when these specific products would be available. The manager explained that they didn’t carry those particular products because the store wasn’t designated a healthy living store, it was a Latino-focused store.
“Excuse me? What is that supposed to mean?” my mom retorted. She was frustrated and furious. She wondered why didn’t she have access to the same healthy options that people in more affluent neighborhoods do and why she needed to drive across town to buy healthy food products.
Despite being one of the larger grocery stores in my mom’s city, they didn’t cater to LatinX vegetarians or, people who wanted access to healthier foods. As a Latino-focused store, it did offer one of the most expansive selections of Mexican cheeses and chorizos in the city. My mom and many like her, are not looking for Mexican cheeses and chorizos though. They want to purchase healthier, plant-based food products.
Although there have been numerous studies showing LatinX populations are more likely to live in food deserts, my mom doesn’t live in one. She lives in a “health food desert” (thank you Matt for helping with the terminology). In other words, while she has access to fresh produce, eggs, meat, and dairy, she doesn’t have access to much healthy food items like a variety of organic produce, dairy-free milk alternatives, grain-free tortillas, etc. In my mom’s case, the grocery store chain made the determination that it wasn’t a healthy living store (whatever that means). They also thought that it was better to provide access to the same products that they thought LatinX customers would want.
Perhaps this is because LatinX communities are not seen as wanting healthy products or as a large enough group with the purchasing power to spend on healthier, more expensive products. If those are the prevalent beliefs, consider these numbers. According to the U.S. Census Bureau, the LatinX population in the United States was 58.9 million in 2017, or 18.1% of the nation’s population. By 2060, the LatinX population is expected to reach 111 million. In 2018, the Stanford Graduate School of Business in collaboration with The Latino Business Action Network published a report stating the LatinX population creates a GDP of more than $2 trillion. Yep, that’s trillion with a “t”.
Research conducted by Acosta and Univision in 2017, showed that organic items comprised roughly 33% of LatinX grocery carts items compared to 25% of total U.S. shoppers’ grocery carts. A report from IRI notes that 36% of LatinX consumers eat healthy 50% of the time and an additional 36% of LatinX consumers eats healthy 80% of the time. In a survey conducted by Nielsen, LatinX shoppers spent $175 more in fresh foods per year than the national average with produce ranking among the highest in the fresh food category.
The data above quickly dispels any erroneous beliefs or myths about LatinX spending power. As a Latina, I purposely purchase healthy and organic food products from my local co-op here in Austin, Texas (and would do the same if I moved elsewhere). I have LatinX friends who also make healthy food purchasing decisions. If LatinX populations across the country had access to healthier and organic foods as I do, their purchasing decisions might surprise you.
LatinX communities need access to healthy products too. Your company can capitalize from the LatinX purchasing power and LatinX communities can benefit from eating healthier foods and developing healthier eating habits. Everyone benefits when LatinX communities have access to healthy products.
Now my mom makes a special trip to a different grocery store where she can purchase healthy plant-based vegetarian foods and vitamins. While she says she enjoys trip, I know it bothers her because it’s inconvenient. It also highlights the why we need to also focus on bringing healthier food options to neighborhoods with a traditional grocery store.
I’d love to hear how you’re providing access to healthy products or ideas you have for promoting healthier living to LatinX and minority communities. Email me at jenn@jennifergallegos.tech to share your findings and ideas.