30�SEPTEMBER / OCTOBER 2025�ABASTO.COM What This Means for Retailers and Brands Latino consumers are digita- lly engaged, socially connected, and open to innovation. They’re using technology to make smar- ter, faster, and more informed grocery decisions. For brands and retailers, this means that digi- tal tools—from mobile apps to AI assistants—are not optional. They’re essential for building lo- yalty and driving growth. As the grocery landscape con- tinues to evolve, Latino shoppers are setting the pace. Retailers that understand and respond to their digital behaviors will be better po- sitioned to meet their needs—and win their business. Digital Tools Are Part of the In-Store Experience ...Continuation of pag 28 While many consumers use their pho- nes while shopping, Latino shoppers are more likely to use digital tools to enhance their in-store experien- ce. More than half (64%) of Latino consumers say they’ve researched an item online while shopping in a store, compared to 57% of the general po- pulation. Tey’re also more likely to scan QR codes to learn more about a product (56% vs. 49%) and use digital wallets to pay (55% vs. 46%). Tese behaviors suggest that Lati- no shoppers are comfortable blending physical and digital experiences. For retailers, this means that mobile-op- timized content, in-aisle QR codes, and seamless digital payment options aren’t just nice to have—they are a ne- cessity. AI ADOPTION IS ACCELERATING One of the most notable fndings from the study is the rapid adoption of AI-powered tools among Latino consumers. While only 19% of the ge- neral population currently use AI for grocery shopping or meal planning, that number jumps to 32% among La- tino shoppers. Among those using AI, the most hel- pful features include personalized meal recommendations (42%), automated shopping lists (36%), and voice-activa- ted shopping (30%). Tese tools help consumers save time, discover new pro- ducts, and fnd better deals. Younger consumers, especially tho- se under 44, are driving this trend, suggesting that AI adoption will continue to grow. For retailers and brands, this is a clear signal to invest in AI-powered personalization and convenience.