28�SEPTEMBER / OCTOBER 2025�ABASTO.COM Latino Shoppers Are Leading the Way in Grocery Tech Adoption Pre-Trip Planning Is a Mix of Old and New Latino shoppers still rely on tra- ditional planning methods like handwritten lists (37%), but they’re also more likely than the general population to use digi- tal tools. Eighteen percent use a retailer’s app or website to create a shopping list, and 10% use third-party grocery list apps— both slightly higher than the ge- neral population. They’re also more likely to use smart home devices like Alexa or Google Assistant to add items to their list (15% vs. 12%). The- se behaviors show that Latino consumers are open to using a variety of tools to make grocery shopping more efficient and per- sonalized. By Diana Leza Sheehan L atino consumers are embracing technology in the grocery aisle in ways that are reshaping how brands and retailers need to think about engagement. Findings from PDG Insights’ quarterly US Diver- se Consumer Pulse Study show that Latino shoppers are not just keeping up with digital trends—they’re often ahead of the curve. SOCIAL MEDIA IS A SHOPPING CHANNEL Outside of the store, Latino consu- mers are more likely to engage with brands through social media. Over half (52%) have posted about a pro- duct they might buy, and nearly half (47%) have purchased items directly through a social media storefront. Tis is signifcantly higher than the general population, where only 39% report shopping through social media. Tis level of engagement reinforces the importance of social commerce strategies. For brands looking to con- nect with Latino shoppers, social me- dia isn’t just a marketing tool—it’s a sales channel. Continues on page 30... TECHNOLOGY FOCUS