60 • March | April 2026 • abasto.com Use shelf talkers and recipe cards (“3-ingredient guacamole,” “Sheet- pan fajitas”) to translate unfamiliar ingredients into meal ideas, not just product attributes, tapping into the fact that multicultural shoppers, who spend 21% of their annual food do- llars on fresh according to Nielsen IQ, are shaping broader cooking norms. Highlight private label lines that cue authenticity and value, similar to how several traditional grocery chains are launching Hispanic-inspi- red private label or regional specialty banners and using store brands to fill multicultural assortment gaps. Think of your assortment in terms of “on-ramps.” Offer products and brands that look familiar (chips, ma- rinades, frozen entrées) but introdu- ce authentic flavors as part of a com- plete basket to raise total trip value. Promotions and Pricing that Signal Everyday Value Non-Hispanic shoppers will not shift more of their total grocery budget to a Hispanic banner unless the price/ value equation feels predictable and repeatable, especially as many con- sumers are willing to pay a premium for global-flavor items but still watch overall trip spend. Retailers Should Consider: Positioning Hispanic staples like tortillas and salsas, which over-in- dex with non-Hispanic shoppers, as EDLP or frequently promoted items to anchor a perception of value while maintaining category growth. Using simple, bilingual promotio- nal language (“Family meal deal”) tied to common U.S. occasions like game day, school lunches and gri- lling season, so the deals feel intuiti- ve across cultures. Transparent, easy-to-understand pricing also helps non-Hispanic hou- seholds treat the store as a primary shop, not just an occasional destina- tion for special ingredients. Social Media as the Bridge Social platforms are where food trends travel fastest and multicul- tural foods are often at the center of that momentum as ethnic and spe- cialty products move from niche to mainstream. Demand for ethnic food in the U.S. overall is projected to grow at roughly 7.4% annually through 2035, reports Future Market Insights, underscoring the importance of digi- tal discovery. Using Instagram, TikTok and Face- book to share short, subtitled videos that show “how to use” hero items and highlight weekly meal bundles is an easy way to start. Partnering with His- panic and non-Hispanic local creators is a good next step. Finally, making digital offers easy to redeem in-store reinforces the connection between on- line inspiration and physical shelves. As multicultural consumers conti- nue to outspend non-Hispanic White households on fresh, non-Hispanic shoppers are following their lead into global foods, creating a tremen- dous opportunity. Hispanic food retailers can capture a larger share of that growing food wallet through cultural credibility and frictionless, familiar shopping experiences on the floor, on the shelf, in the ad and in the social media feed. In-Store Events and “Retailtainment” Experiential retail is a proven growth engine for special- ty and multicultural grocers, which are increasingly seen as a mainstream format rather than a novelty as shoppers seek wellness and global flavors. Hosting tasting events and cooking demos, tying events to widely recognized cultural and sports moments and using loyalty apps to reward volume shoppers are sure ways to gain share of wallet. • Continuation of page 58 • FOOD INDUSTRY