Hispanic Buying Power

As reported in the Chronicle

A Wal-Mart store to have Hispanic focus
By JENALIA MORENO Copyright 2009 Houston Chronicle
March 20, 2009, 10:38PM

Wal-Mart is transforming two of its Neighborhood Markets into Supermercado de Walmart stores.

The Neighborhood Market formats are more like traditional supermarkets Soon, a store in Houston and another in Phoenix, each about 39,000 square feet, will have Spanish-language signs and products specifically for Hispanics. The Houston location at 7960 Longpoint in the Spring Branch area should reopen in the next few months, Wal-Mart officials said.

The move comes as more retailers are courting the growing Hispanic market. U.S. Hispanic buying power was $984 billion in 2008 and is expected to surge to $1.3 trillion in 2013, according to market research firm Packaged Facts.

This is not Bentonville, Ark.-based Wal-Mart’s first move into Houston’s Hispanic market. Mas Club, a warehouse concept similar to Sam’s Club, is slated to open at 8711 North Freeway by June.

Cincinnati-based Kroger was one of the first major grocers in the Houston area to remake a store for the Hispanic community.

In 2003, it transformed its southwest Houston store in the Gulfton area to cater to the largely Hispanic neighborhood and has no plans to change any of its other stores.

“It’s going very well. As demographics change, we cater to the needs of the customers of that neighborhood,” said Kroger spokesman Gary Huddleston.

In 2006, San Antonio-based H-E-B opened its first Hispanic-focused grocery store on Spencer Highway and dubbed it Mi Tienda and expects to open more in the Houston market.