Hispanic Food and Beverages in the U.S.: Market and Consumer Trends in Latino Cuisine, 4th Edition
Jul 1, 2010
282 Pages - Pub ID: LA2565237
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Chapter 1: Executive Summary
Scope and Methodology
Market Parameters
Who are the Consumers?
Three Basic Product Segments
Report Methodology
A Note About Nomenclature
The Products
Three Primary Segments
First Segment: Mainstream Mexican
Second Segment: Authentic Hispanic
Third Segment: Nuevo Latino
Segment Overlap
Increasing Availability of Hispanic Foods
Size and Growth of the Market
2009 Sales of Almost $7 Billion
Sales to Exceed $9.5 Billion by 2014
Table 1-1: U.S. Sales of Hispanic Foods and Beverages, 2005-2014 (in million $)
Leading Product Categories
Table 1-2: Top 10 Hispanic Food and Beverage Categories by U.S. Retail Sales, 2005-2009 (in million $)
Product Categories Driving Growth
Factors Affecting Market Growth
Table 1-3: Hispanic Population as Percentage of Total U.S. Population 2010-2050 (In Thousands)
The Marketers
All Types of Marketers
Mainstream Companies Lead in Advertising to Hispanics
Sales Outlets and Distribution Methods
Traditional Supermarkets Losing Share to Large Retail Outlets
Distribution Methods
The Consumer
The Hispanic Population Boom
Where Most Hispanics Reside
The Hispanic Market Skews Young
Table 1-4: Median Age of U.S. Population, by Race, 2008
Hispanic Population Attitudes
New Products and Trends
Growing Hispanic Population and Growing Taste for Hispanic Foods
Table 1-5: U.S. Hispanic Food and Beverage Product Introductions, 2006-2009


Chapter 2: The Products
Key Points
Market Scope
Products Outside Scope
A Note about Nomenclature
Hispanic Foods and Beverages
What Are Hispanic Foods and Beverages?
Table 2-1: Foods and Beverages Identified as Hispanic
Recognizing National Differences
Awareness of National Differences Set to Increase Among “Foodies”
Products on the Rise
Figure 2-1: Hispanic Food and Beverage-Related Products on the Rise, 2000-2020 (projected % increase in quantities consumed)
Hispanic Influence on Mainstream is Widespread
Hispanic Foods Influence Mainstream Foodservice
Product Breakouts
Mainstream Mexican
Authentic Hispanic
Nuevo Latino
Convenience and Familiarity Create Overlap
Nutritional Aspect of Hispanic Diet
Mixed Health Aspects of Hispanic Cuisine
Battling over Soft Drinks Impacts Hispanic Beverage Market
Little Play for Organics
Hispanic Packaging Preferences
Government Regulations
Regulatory Agencies
Labeling Overview
Provide the Facts: Nutritional Information Musts
Exempt Products
Bilingual Labels
Figure 2-2: Example of Single Nutrition Facts Box in English and Spanish
Country of Origin
Nutrition Regulations in Foodservice
Health, Nutrient Content and Structure/Function Claims
Significant Scientific Agreement Health Claims
Qualified Health Claims
Nutrient Content Claims
Structure/Function Claims
Allergen Issues
Product Recalls
Table 2-2: A Sampling of Hispanic Food and Beverage Recalls, 2008-2010
Figure 2-3: Example of a Product Recall Press Release
Increase in Recalls Anticipated


Chapter 3: The Market
Key Points
Market Size and Growth
2009 Sales of Almost $7 Billion
Table 3-1: Total U.S. Retail Sales of Hispanic Foods and Beverages, 2005-2009 (in million $)
How Estimates Were Formed
Figure 3-1: Total U.S. Retail Sales of Hispanic Foods and Beverages, 2005-2009 (in million $)
Included Products and Brands
Chili, Chips and Alcoholic Beverages Exclusion Continued
Table 3-2: U.S. Retail Sales of Hispanic Foods and Beverages by Category, 2005-2009 (in million $)
Top 10 Hispanic Food and Beverage Categories
Table 3-3: Top 10 Hispanic Food and Beverage Categories by U.S. Retail Sales, 2005-2009 (in million $)
Tortillas
Salsa
Entrees/Handheld Items
Cheese
Bakery Items
Cooking Sauces and Marinades
Refried Beans
Picante
Rice/Rice Mixes
Seasonings/Spice Mixes
Beverages Categories are Fastest Growing
Table 3-4: Top 10 Fastest-Growing Hispanic Food and Beverage Categories by U.S. Retail Sales, 2005-2009 (in million $)
Yogurt/Cultured Dairy Drinks
Milk/Milk-Style Beverages
Nectars/Juices/Drinks
Bakery Items
Cheese
Fruits/Vegetables: Canned, Dried, Frozen and Jarred
Dried Beans
Taco Sauce
Soda
Meat: Fresh, Frozen and Canned
Market Composition: Tortillas Dominate
Figure 3-2: Market Share of Hispanic Food and Beverage Categories by U.S. Retail Sales, 2009
Table 3-5: Market Share of Hispanic Food and Beverage Categories by U.S. Retail Sales, 2009
Hispanic Beers Surge
Table 3-6: Latin American Beer Imports, 2004-2008 (in 31 Gallon Barrels)
Salty Snacks Advance Steadily
Table 3-7: U.S. Retail Sales of Select Salty Snacks, 2006-2009 (in million $)
Projected Market Growth
Market Drivers
Expanding Hispanic Population
Table 3-8: Hispanic Population as Percentage of Total U.S. Population 2010-2050 (In Thousands)
Buying Power Increasing
Table 3-9: Projected Growth in Hispanic Buying Power, 2008-2013
Entering the Mainstream
Expanding Availability
Sales to Reach $8.4 Billion by 2011
Table 3-10: Projected Total U.S. Retail Sales of Hispanic Foods and Beverages, 2010-2014 (in million $)
Figure 3-3: Total Projected U.S. Retail Sales of Hispanic Foods and Beverages, 2010-2014 (in million $)
Three Categories Top $1 billion in Sales
Table 3-11: Projected U.S. Retail Sales of Hispanic Foods and Beverages by Category, 2010-2014 (in million $)
Eight Categories Will Experience Double-Digit Growth
Table 3-12: Projected CAGRs for U.S. Retail Sales of Hispanic Foods and Beverages by Category, 2009-2014


Chapter 4: The Marketers
Key Points
Competitive Overview
All Types of Marketers Serve the Industry
Table 4-1: U.S. Retail Hispanic Foods and Beverages: Select Marketers, Brands and Products Offered, 2010
Leading Hispanic Food and Beverage Advertisers
Table 4-2: Selected National Food and Beverage Advertisers Ranked by Hispanic Ad Spend as Percent of Total Ad Spend for 2008
Marketer Overview
Mainstream Marketers with Hispanic Offerings
B&G Foods
Cadbury Adams
Campbell’s
ConAgra
General Mills
Heinz
Hershey
Hormel
Kraft Foods
Nestlé
PepsiCo/Frito-Lay
Unilever
Major Hispanic Marketers
Authentic Specialty Foods
Bueno Foods
Café Bustelo
Don Miguel
Goya Foods
Gruma Corp.
Grupo Bimbo
Grupo Herdez, S.A. de C.V
Jarritos
Juanita’s
Jumex
La Moderna
La Preferida
Marquez Brothers
Penafiel
Ruiz Foods
Sabores Aztecas
Tapatio Hot Sauce
Other Important Hispanic Marketers
Dulces De La Rosa
Del Fuerte
Del Real Foods
Industrias Alimenticias Kerns y CIA, SCA
Ingenio Riopaila S.A
José R. Lindley Corporation
La Costeña
La Sirena
Pescados Industrializados S.A (PINSA)
Tajín
Notable Non-Hispanic Marketers
El Pinto
Fischer & Wieser Specialty Foods
Frontera Foods
Walker Foods
Distributors
Díaz Foods
MegaMex
Novamex
Vilore Foods Company, Inc.


Chapter 5: Foodservice
Key Points
Foodservice Hit Hard by Recession
Leading Hispanic Foodservice Chains
Table 5-1: Top 25 U.S. Hispanic Foodservice Chains, by Systemwide Sales and Number of Units Worldwide, 2006—2009
Hispanic Restaurant Chain Profiles
Menu Trends
Abuelo’s
Azteca Mexican Restaurant
Baja Fresh
Café Bustelo
Calbi Fusion Tacos and Burritos
Cantina Laredo
Chili’s
Chipotle Mexican Grill, Inc
Del Taco
Don Pablo’s
El Chico Café
El Pollo Loco
Fogo de Chão
La Salsa Mexican Grill
Lime Fresh Mexican Grill
Macayo's Mexican Kitchen
Maria Maria
Mexican Restaurants, Inc.
Moe’s Southwest Grill
Mucho Burrito
On the Border
Pio Pio
Pollo Campero
Pollo Tropical
Qdoba Mexican Grill
Real Mex Restaurants
Rubio’s Fresh Mexican Grill
Salsarita's Fresh Cantina
Taco Bell Corp.
Taco Bueno
Taco Cabana
Taco Del Mar
Taco John’s
Taco Mayo
TacoTime
Texas de Brazil
The Taco Maker
Tijuana Flats Burrito Co.
Wahoo’s Fish Taco
Non-Hispanic Chains Serving Hispanic Foods
How Foodservice Establishments Get Their Wares
Hispanic Food Manufacturers Produce for Foodservice Operators
Online Foodservice Suppliers Feature Hispanic Foods and Beverages


Chapter 6: The Retail Marketplace
Key Points
Types of Retail Outlets
Leading Retailers
Table 6-1: Top Ten U.S. Food Retailers, by Dollar Sales and Number of Stores, 2009
Supermarkets Largest Retail Channel for Food
Value Propositions Build Supermarket Sales
Consumer Confidence Slow to Return
Challenges Ahead
Reaching the Hispanic Shopper
The Hottest Demographic
Internet Savvy
Language Matters
Generational Differences
Mexico is not Brazil is not Guatemala, etc.
Celebrating Cinco de Mayo
General Mills’ “Que Rica Vida” Program
And Don’t Forget the Foodie
Mainstream Retailer Hispanic Initiatives
Convenience Stores
7-Eleven
BP
Chevron
Exxon Mobil Fuels Market
Supermarkets, Mass Merchandisers, and Warehouse Clubs
Bi-Lo
Fiesta Mart
Food City
Food Lion
H-E-B
Hy-Vee
Jewel-Osco
Kroger
Publix
Sam's Club
Save-A-Lot Food Stores
United Supermarkets
Wakefern
Walmart
Winn-Dixie
Hispanic Retailers are Flourishing
Table 6-2: Percent of U.S. Adults Who Have Shopped at Hispanic Grocery Stores/Bodegas in 3 Past Months, February 2010
Notable Hispanic Retailers
Avanza
Figure 6-1: Avanza PR
Bogopa USA
Compare Foods
El Super
Mi Pueblo Food Centers
Mi Pueblo Supermercado
Northgate Gonzalez
Pro's Ranch Markets
Sedano’s
Expanding to Mainstream
Online Retailers
Amigofoods.com
La Tienda.com
MexGrocer.com
Distribution to Retail Outlets
Table 6-3: Top 10 U.S. Grocery Wholesalers by Dollar Sales, 2009
Warehouse Distribution
Direct-Store Delivery
DSD Growing
Some Marketers Work Through Brokers
Distribution Is Second Highest Cost Next to Production
Hispanic Distributors
Retail Pricing Up in the Air
Hispanic Supermarket Circulars
Figure 6-2: Amigos United Circular
Figure 6-3: Mi Pueblo Food Center Circular First Page
Figure 6-4: Mi Pueblo Food Center Circular Second Page
Figure 6-5: Northgate Gonzalez Market Circular
Figure 6-6: Avanza Supermarket Circular
Figure 6-7: Compare Foods Circular
Figure 6-8: Pro’s Ranch Markets Circular
Figure 6-9: Sedano’s Circular


Chapter 7: The Consumer
Key Points
Hispanic Consumers in the United States
Latin Influence on Mainstream Consumers
Simmons Consumer Survey
Latinos Are Core Consumers of Hispanic Foods and Beverages
Hispanics Represent Over Half of U.S. Population Growth
Table 7-1: Growth of Hispanic vs. Non-Hispanic Population in the United States, 2005-2008 (in millions)
Table 7-2: Projected Population Growth, Hispanics vs. Other Population Segments, 2010-2015 (in thousands)
Table 7-3: Projected Population Growth, Hispanics vs. Other Population Segments, 2010-2050 (in thousands)
Two-Thirds of U.S. Latinos are of Mexican Origin
Figure 7-1: U.S. Hispanic Population by Country of Origin, 2008
California Has Largest Latino Population, New Mexico Highest Concentration
Table 7-4a: 20 U.S. States with Largest Hispanic Populations, 2008 (number and percent of U.S. Hispanic population)
Table 7-4b: 20 U.S. States with Largest Concentration of Hispanics, 2008
Figure 7-2: Geographic Distribution of U.S. Hispanic Population, 2006
Table 7-5: Experian Simmons Population of U.S. Households, by Race and Marketing Region, 2009 (percent and index)
Hispanics Are Younger Than Overall U.S. Population
Table 7-6: Median Age of U.S. Population, by Race, 2008 (years)
Table 7-7: Experian Simmons Population of U.S. Households, by Race and Age, 2009 (percent and index)
Hispanics Less Likely to Graduate High School, Enroll in College
Table 7-8: Educational Attainment of People 25 Years Old and Over, by Race, 2008
Table 7-9: Experian Simmons Population of U.S. Households, by Race and Educational Attainment, 2009 (percent and index)
Hispanics' Per Capita Income Lags…
Table 7-10: Per Capita Income, Hispanics vs. Others, 2007
Table 7-11: Household and Family Income Levels, Hispanics vs. Others, 2007
Table 7-12: Experian Simmons Population of U.S. Households, by Race and Income, 2009 (percent and index)
…But Buying Power Accelerates
Latinos Spend Disproportionately on Food
Table 7-13: Aggregate Annual Expenditures for Food at Home, by Race, 2008 (percent)
Hispanic Households Larger, More Likely to Include Children
Table 7-14: Experian Simmons Population of U.S. Households, by Race and Household Composition, 2009 (percent and index)
Profiles of Hispanic National Segments
Mexicans
Puerto Ricans
Cubans
Salvadorans
Dominicans
Guatemalans
Colombians
U.S. Consumers of Hispanic Foods and Beverages: Demographics
More Than Two-Thirds of U.S. Households Use Mexican Foods
Table 7-15: U.S. Households Who Use Mexican Food/Ingredients, by Race, 2009 (percent and index)
Salsa Leads in Household Usage
Table 7-16a: U.S. Households Who Use Mexican Food/Ingredients, by Product Type, 2009 (percent)
Hispanics Significantly More Likely to Use Most Types of Mexican Foods
Table 7-16b: U.S. Households Who Use Mexican Food/Ingredients, by Product Type and Race, 2009 (percent and index)
Blacks, Asians Above-Average Users of Hispanic-Type Foods
Table 7-17: U.S. Households Who Use Foods and Ingredients Associated with Mexican Cuisine, by Product Type and Race, 2009 (percent and index)
Gen X and Gen Y Outpace Boomers in Use of Mexican Foods
Table 7-18: Demographics of U.S. Households Who Use Mexican Food/Ingredients, 2009 (percent and index)
Kits a Hit for Households with Children
Table 7-19: Demographic Indicators Favoring Use of Nacho Kits and Taco Dinner Kits by U.S. Households, 2009 (index)
Blacks Index Higher Than Latinos for Taco Fixings
Table 7-20: Demographic Indicators Favoring Use of Taco Fixings by U.S. Households, 2009 (index)
Hispanics Exceptionally Heavy Users of Enchiladas, Whites of Tamales
Table 7-21: Demographic Indicators Favoring Use of Mexican Prepared Foods by U.S. Households, 2009 (index)
Hispanic Households Overwhelmingly Users of Mexican Condiments
Table 7-22: Demographic Indicators Favoring Use of Mexican Condiments by U.S. Households, 2009 (index)
Use of Tortillas, Tostada Shells Also Higher Among Hispanic Households
Table 7-23: Demographic Indicators Favoring Use of Tortillas and Tostada Shells by U.S. Households, 2009 (index)
Canned Chili Users Prefer Meatless Variety
Table 7-24: Demographic Indicators Favoring Use of Canned Chili and Chili Seasoning by U.S. Households, 2009 (index)
Authentic Brands Rank among Hispanic Households; Whites and Blacks Go for Mainstream
Table 7-25: U.S. Households Who Use Mexican Food/Ingredients, by Brand and Race, 2009 (index)
Mexican-style Chips and Dips Favored by Hispanic Households
Table 7-26: U.S. Households Who Use Mexican Food/Ingredients, by Product Type, Brand, and Race, 2009 (index)
Hispanic Households Account for Large Majority of Authentic Mexican Brand Users
Table 7-27: U.S. Hispanic Households Who Use Authentic Mexican Food/Ingredients, by Product Type and Brand, 2009 (percent)
Table 7-28: U.S. Hispanic Households Who Use Goya Products, by Product Type, 2009 (percent and index)
Table 7-29: Demographic Indicators Favoring Use of Authentic Mexican Food Brands by U.S. Households, 2009 (index)
Heavy Users of Mainstream Mexican Food Brands Run the Demographic Gamut
Table 7-30: Demographic Indicators Favoring Use of Mainstream Mexican Food Brands by U.S. Households, 2009 (index)
Hispanics, Younger Households Use Mexican Restaurants at a Higher Rate
Table 7-31: U.S Households Using Mexican Restaurant Chains, Hispanic vs. Not Hispanic, 2009 (percent and index)
Table 7-32: Demographic Indicators Favoring Use of Mexican Restaurant Chains by U.S. Households, 2009 (index)
U.S. Consumers of Hispanic Foods and Beverages: Attitudes and Behaviors
Experian Simmons Food Lifestyle Segmentation
Mexican Food Consumers Are Actively Engaged in Eating, Cooking, Shopping
Table 7-33: Attitudes and Behaviors Regarding Food, Food Shopping, and Cooking, Users vs. Non-users of Mexican Food and Ingredients, 2009 (index)
Mexican Food Users Are "Sociable Home Chefs"
Table 7-34: Experian Simmons Food Lifestyle Segmentation, Users vs. Non-users of Mexican Food and Ingredients, 2009 (index)
Latinos Who Don't Use Mexican Food Are More Health-Conscious
Table 7-35: Attitudes and Behaviors Regarding Diet and Health, Hispanic and Non-Hispanic Users vs. Non-users of Mexican Food and Ingredients, 2009 (percent and index)
Foodies: Hispanics Who Don't Use Mexican Food, and Non-Hispanics Who Do
Table 7-36: "Foodie" Attitudes and Behaviors, Hispanic and Non-Hispanic Users vs. Non-users of Mexican Food and Ingredients, 2009 (percent and index)
Latinos Eschew Easy Food Preparation
Table 7-37: Attitudes and Behaviors Regarding Cooking at Home, Hispanic and Non-Hispanic Users vs. Non-users of Mexican Food and Ingredients, 2009 (percent and index)
Latinos Enjoy Shopping With Family; Kids Influence Purchases
Table 7-38: Shopping Attitudes and Behaviors, Hispanic and Non-Hispanic Users vs. Non-users of Mexican Food and Ingredients, 2009 (percent and index)
Half of Mexican Food Households Are "Reformed Traditional" or "Variety on Budget"
Figure 7-3: Experian Simmons Food Lifestyle Segmentation of U.S. Households Who Use Mexican Food and Ingredients (percent)
Table 7-39: Experian Simmons Food Lifestyle: Reformed Traditional, by Usage of Mexican Food/Ingredients and Race, 2009 (U.S. households, percent and index)
Table 7-40: Experian Simmons Food Lifestyle: Variety on a Budget, by Usage of Mexican Food/Ingredients and Race, 2009 (U.S. households, percent and index)
Table 7-41: Experian Simmons Food Lifestyle: True Foodies, by Usage of Mexican Food/Ingredients and Race, 2009 (U.S. households, percent and index)
Table 7-42: Experian Simmons Food Lifestyle: Convenience and Ease, by Usage of Mexican Food/Ingredients and Race, 2009 (U.S. households, percent and index)
Table 7-43: Experian Simmons Food Lifestyle: Weekend Cooks, by Usage of Mexican Food/Ingredients and Race, 2009 (U.S. households, percent and index)


Chapter 8: New Products and Trends
Key Points
What’s Driving New Products and Trends?
Growing Hispanic Population and Growing Taste for Hispanic Foods
Table 8-1: U.S. Hispanic Food and Beverage Product Introductions, 2006-2009
Table 8-2: U.S. Hispanic Food and Beverage New SKUs, 2006-2009
Familiarity Breeds Variety
Economy Drives MultiPack and Party Pack Popularity
Economy Drives Private Label Growth
Improving Distribution Increases Demand for Authentic Brands
Targeting the Hispanic Consumer…
…and Mainstream Consumers with a Taste for Hispanic Cuisine
Making it Easy
Making it Healthy
Foodservice Operators Keep Rolling Out Hispanic Products
New and Noteworthy Products
Responding to the Recession
Figure 8-1: Don Miguel Cantina Grill
Figure 8-2: Ruiz Foods El Monterey Family Size Entrées Chicken Enchiladas w/ Rice & Sauce
Figure 8-3: Don Miguel Spicy Beef Tacos (Ten Pack)
Figure 8-4: Don Miguel Chicken Tacos (Three Pack)
Figure 8-5: Don Miguel Chicken Fiesta Party Tray
Figure 8-6: Don Miguel Beef Fiesta Party Tray
Demand for Variety
Figure 8-7: Pace Mexican Four Cheese Salsa Con Queso
Figure 8-8: Pace Pineapple Mango Chipotle Salsa
Figure 8-9: Tostitos Dipping Strips
Figure 8-10: Doritos Collisions
Targeting Hispanic Consumers
Figure 8-11: Blue Bell Café Con Leche Ice Cream
Figure 8-12: Nestlé Delicias Paletas
Taking Hispanic Mainstream
Figure 8-13: Swanson Hungry-Man has added a Chicken Burrito Frozen Dinner
Figure 8-14: Combos Jalapeno Cheddar Tortilla
Figure 8-15: Molotov Explosive Energy! Drink
Staying Authentic
Figure 8-16: Juanita’s Carnitas
Figure 8-17: Juanita’s Queso para Nachos (Nacho Cheese Sauce)
Figure 8-18: Juanita’s Cocido De Res
Figure 8-19: Terra Dolce Organic Peruvian Aji Limo Rojo Chile Peppers
Capturing the Young Consumer
Figure 8-20: Bustelo Cool
Healthy Options
Figure 8-21: Rosarita Spicy Jalapeno Refried Beans
Figure 8-22: Mission Life Balance Tortillas
Figure 8-23: Ole Mexican Foods Xtreme Wellness! Tortilla Wraps
Figure 8-24: Bueno Foods Buenatural Stews
Figure 8-25: Zola All Natural Brazilian Superfrut Juice--Light Acai Original
Convenience
Figure 8-26: Chi Chi's Fiesta Plates Heat & Serve Salsa Chicken Entree
Figure 8-27: Old El Paso Heat & Serve Mexican Rice
Figure 8-28: Old El Paso Heat & Serve Seasoned Black Beans
Figure 8-29: French Meadow Bakery & Cafe - Frozen Vegetarian Entree in Paper Pouch - Sweet N' Spicy Cuban Style Veggies
Figure 8-30: Old El Paso Stand ‘n Stuff Taco Shells
Private Label Gets in the Act
Figure 8-31: Culinary Circle Mexican Refrigerated Entree Chicken Enchilada Casserole
Figure 8-32: Archer Farms Simply Balanced Entree Mix - Tex Mex Beans & Cornbread
Figure 8-33: Trader Joe's Corn & Veggie Stacked Enchiladas
Figure 8-34: Fresh & Easy Carnitas - Fully Cooked Mexican-Style Pulled Pork
Figure 8-35: Fresh & Easy Cuban Black Bean Dip
Foodservice
Figure 8-36: Taco Bell Bacon Ranch Tortada
Figure 8-37: Taco Bell Salsa Roja Tortada
Figure 8-38: Taco Bell Beefy Five Layer Burrito
Figure 8-39: El Pollo Loco Chicken Sandwiches
Figure 8-40: McDonald’s Chipotle BBQ Snack Wrap
Figure 8-41: McDonald’s McSkillet Burrito
Figure 8-42: Applebee’s Santa Fe Chicken Salad
Figure 8-43: T.G.I. Friday’s Southwest Wedge Salad
Figure 8-44: Long John Silver’s Baja Fish Taco
Figure 8-45: Denny’s Chicken Fajita Breakfast Skillet
Figure 8-46: Carrows Breakfast Enchiladas


Appendix: Addresses of Selected Marketers
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