Chapter 1 Executive Summary
- Scope and Methodology
- Market Parameters
- Report Methodology
- A Note About Nomenclature
- The Products
- Latin Food Fever Spreads Across States
- Three Primary Segments
- First Segment: Mainstream Mexican
- Second Segment: Authentic Hispanic
- Third Segment: Nuevo Latino
- Segment Overlap
- Size and Growth of the Market
- 2006 Ended with Sales of Almost $5.7 Billion
- Sales to Reach $8.4 Billion by 2011
- Table 1-1 U.S. Sales of Hispanic Foods and Beverages, 2002-2011 (in million $)
- Leading Product Categories
- Table 1-2 Top 10 Hispanic Food and Beverage Sales Categories, 2002-2006 (in million $)
- Product Categories Driving Growth
- Factors Affecting Market Growth
- The Marketers
- All Types of Marketers
- Most Ideas Start in Foodservice
- Sales Outlets and Distribution Methods
- Traditional Supermarkets Losing Share to Large Retail Outlets
- Distribution Methods
- The Consumer
- The Hispanic Population Boom
- Table 1-3 Growth of Hispanic Population in the United States, 2005-2006
- Where Most Hispanics Reside
- This Hispanic Market Skews Young
- Figure 1-1 Projected U.S. Population Growth by Age, 2005-2015
- Hispanic Population Attitudes
- New Products and Trends
- What’s Driving Hispanic New Products and Trends?
- The Ins-and-Outs on Flavor Trends
- Times Changing for Many, But Not for All
Chapter 2 The Products
- Key Points
- Market Scope
- Products Outside Scope
- Hispanic Foods and Beverages
- A Note About Nomenclature
- What Are Hispanic Foods and Beverages?
- Country Preferences Define Hispanic Category
- Table 2-1 Ingredients Characterized as Hispanic
- Products on the Rise
- Figure 2-1 Hispanic Food and Beverage-Related Products on the Rise, 2000-2020 (projected % increase in quantities consumed)
- Food and Beverage Marketers on Top of the Trends
- Latin Food Fever
- Foodservice Catches the Fever, Too
- Product Breakouts
- Mainstream Mexican
- Authentic Hispanic
- The Importance of Authenticity
- Nuevo Latino
- Convenience and Familiarity Create Overlap
- The Opportunity for Healthier Options
- 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, 2003-2007
- Figure 2-3 Example of a Product Recall Press Release
- How a Recall Impacts Consumers and Businesses
- Strong Brands Weather Storms
Chapter 3 The Market B
- Key Points
- Market Size and Growth
- 2006 Sales of Almost $5.7 Billion
- Table 3-1 Total U.S. Retail Sales of Hispanic Foods and Beverages, 2002-2006 (in million $)
- Figure 3-1 Total U.S. Retail Sales of Hispanic Foods and Beverages, 2002-2006 (in billion $)
- How Estimates Were Formed
- Included Products and Brands
- What’s Not Included? Chili, Chips and Booze
- Table 3-2 U.S. Retail Sales of Hispanic Foods and Beverages by Category, 2002-2006 (in million $)
- Top 10 Hispanic Food and Beverage Categories
- Tortillas
- Salsa
- Entrees/Handheld Items
- Bakery Items
- Rice/Rice Mixes
- Cheese
- Table 3-3 Top 10 Hispanic Food and Beverage Categories by U.S. Retail Sales, 2002-2006 (in million $)
- Beverages Lead in Growth
- Table 3-4 Top 10 Fastest-Growing Hispanic Food and Beverage Categories by U.S. Retail Sales, 2002-2006 (in million $)
- Market Composition: Tortillas Dominate
- Figure 3-2 Market Share of Hispanic Food and Beverage Categories by U.S. Retail Sales, 2006
- Table 3-5 Market Share of Hispanic Food and Beverage Categories by U.S. Retail Sales, 2006
- Regional Variation
- South of the Border Beers Are Hot; Salty Snacks Go Cold
- Table 3-6 U.S. Retail Sales of Select Hispanic-branded Beer, 2002-2006 (in million $)
- Table 3-7 U.S. Retail Sales of Select Salty Snacks, 2002-2006
(in million $)
- Market Growth Factors
- Hispanic Population and Purchasing Power Growth
- Hispanics Want Authentic Products; Non-Hispanics Spice It up
- Convenience Is a Market Driver
- Market Players on Top of the Trends
- Projected Market Growth
- Sales to Reach $8.4 Billion by 2011
- Table 3-8 Projected Total U.S. Retail Sales of Hispanic Foods and Beverages, 2007-2011 (in million $)
- Figure 3-3 Total Projected U.S. Retail Sales of Hispanic Foods and Beverages, 2007-2011 (in billion $)
- Five Categories Will Experience Double-Digit Growth
- Table 3-9 Projected U.S. Retail Sales of Hispanic Foods and Beverages by Category, 2007-2011 (in million $)
- Table 3-10 Projected CAGRs for U.S. Retail Sales of Hispanic Foods and Beverages by Category, 2006-2011 (in million $)
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 Leading Marketers, Brands and Products Offered, 2007
- Table 4-2 U.S. Foodservice Hispanic Foods and Beverages: Select Leading Marketers and Format, 2007
- Leading Hispanic Food and Beverage Advertisers
- Table 4-3 U.S. Grocery Consumer Packaged Goods Manufacturers and Mass Merchandisers, as Ranked in the Top 50 Hispanic TV and Print Media Advertisers, 2006
- Retail Marketer Overview
- Almost Every Marketer Competes in Retail
- Two Broad Types of Marketers
- Leaders in Each Category
- Table 4-4 Leading U.S. Hispanic Food and Beverage Retail Marketers, by Product Category, 2007
- Without a Doubt, Goya Is the Most Recognized
- Kraft Foods Markets Aggressively to Hispanic Consumer
- Kellogg Takes “Healthy Beginnings” to the Hispanic Market
- General Mills Drives Trial with Free Goodie Bags
- La Cocina Betty Opens its Doors
- Unilever Increases Hispanic Marketing Efforts
- The Flavor Challenge
- ViveMejor Campaign
- Knorr Brand Now Includes Mexican Cooking Sauces
- Heinz’s Delimex Scores with Large and Hispanic Households
- Ruiz Foods’ El Monterey Brand #1 in Sales
- Smaller Players
- Windsor Frozen Foods
- TreeHouse Foods
- El Bravo Tamale
- Jay’s Potato Chips
- Competitive Profile: Authentic Specialty Foods, Inc. (Chino, CA)
- Company Overview
- Why La Victoria Is a Western Brand
- La Vic Club Debuts for Today’s Marketplace
- Competitive Profile: Bimbo Bakeries USA, Inc. (Fort Worth, TX)
- Company Overview
- Read Beyond the Name
- The Story Behind Bimbo’s Trademark Bear
- Aggressive Growth Plans
- Corporate and Cultural Philosophies Assist in Growth Efforts
- Generating Innovation and Investment
- Guidance in Growth Plans
- Competitive Profile: Goya Foods, Inc. (Secaucus, NJ)
- Company Overview
- Goya Creates Its Own Store Within a Store
- The Day the Nephews Took Over
- The Family Moves On, Around the Country and Abroad
- Baseball, Burritos and Beans
- Productos Nativo Partnership
- Goya Launches Advertising Campaign and E-commerce Site
- Goya Goes Organic
- Competitive Profile: Gruma Corp. (Irving, TX)
- Company Overview
- Gruma Goes by “Mission” in the U.S.
- New Facility Opens in China
- McDonald’s Is Key U.S. Wrap Account
- Marketing Includes Recipes and Menu Ideas Made with Tortillas
- “Baker of the Year” for 2006
- Competitive Profile: Ruiz Foods, Inc. (Dinuba, CA)
- Company Overview
- Focusing on Frozen Growth
- A Whirlwind of Innovation
- Competitive Foodservice Overview
- Chain Restaurants Focus on Controlled Growth
- Table 4-5 Top 20 U.S. Hispanic Foodservice Chains, by Systemwide Sales and Number of Units Worldwide, 2003 vs. 2006
- The Time Is Right to Think Hispanic
- #1 Taco Bell Posts $6.5 Billion in Sales
- Three Hispanic QSRs to Watch
- Del Taco
- Taco Time
- Taco Del Mar
- Baja Fresh Gets a New Owner
- And the New Owners Buy La Salsa
- Hispanic Chicken Chains Take Off
- El Pollo Loco Targets Hispanics with New Ads
- Pollo Tropical’s Menu Gets a Makeover
- A New Player Enters the States
- Full-Service Hispanic Restaurant Developments
- Abuelo’s Takes Flavor of Mexico Nationwide
- Chevy’s Survives, Thanks to Real Mex
- Brinker Sells Off Company-Owned Chili’s Restaurants
- Mexican Ice Cream Shops Booms
- Carlos Santana Enters the Restaurant Biz
- At Authenic Restaurants, Hispanics Should Be the Greeters
- Mainstream American Restaurants Adjust Strategies
- Better Targeting of the Hispanic Population
- Spicing Up the Breakfast Menu …
- … And the QSR Menu Too
- The Sharing Nature of Pizza Appeals to Hispanic Families
- ACON Investments Acquires Peter Piper
- Pizza Chain Stirs Up Controversy by Accepting Pesos
- Soft Drink Marketers Try to Help Chains Better Serve Hispanics
- Competitive Profile: Chipotle Mexican Grill, Inc.
- (Denver, CO)
- Company Overview
- Parting Ways with the Golden Arches
- Chipotle Kicks Off 2007 with Flying Colors
- Peppers and More … and Booze Too
- Chipotle Becomes a Picky Pork Buyer
- That Pickiness Carries Over to Sour Cream Selection
- Competitive Profile: Qdoba Restaurant Corp. (Wheat Ridge, CO)
- Company Overview
- So Much More Than Burritos
- Competitive Profile: Taco Bell Corp. (Irvine, CA)
- Company Overview
- Few Ingredients, But Many Unique Combinations
- E. Coli Outbreak on the Northeast
Chapter 5 Foodservice
- Key Points
- Foodservice Continues to Grow
- Consumer and Menu Trends
- Full-Service and Quick-Service Operational Trends
- How Foodservice Establishments Get Their Wares
- Table 5-1 Top 10 U.S. Foodservice Distributors by Dollar Sales, 2006
- Many Places to Enjoy Hispanic Foods and Beverages
- Fast-food Outlets and QSRs Dominate
- Kiosks and Pushcarts Make Products Available Anywhere
- Vending Machines Big for Handheld Items
- C-Stores Are a Big Foodservice Venue for Hispanic Foods
- Foodservice Menu Items
- Beyond Taco Salad and Quesadillas
- Convenience: Delivery and Takeout
- Restaurant-Quality Mexican Cuisine Delivered to
- Customers’ Homes
- At Restaurants, Takeout Takes Off
- The Tasty Handheld Torta
- Baseball, Apple Pie … and Tacos!
- Serving More Hispanics and Aging Boomers
- Hispanics Want “Their” Coffee Their Way
Chapter 6
Key Points
Retail Outlets
- Shopping Options Are Plentiful
- Where Are Consumers Shopping for Groceries?
- Where Do Consumers Shop for Hispanic Foods and Beverages?
- Figure 6-1 U.S. Retail Sales of Hispanic Foods and Beverages to the Total Population, by Outlet, 2007
- Figure 6-2 U.S. Retail Sales of Hispanic Foods and Beverages to the Hispanic Population, by Outlet, 2007
- Retailers Stocking More Hispanic Foods
- Who Are the Leading Retailers?
- Table 6-1 Top Five U.S. Supermarket Chains, by Dollar Sales and Number of Stores, 2007
- Table 6-2 Top Five U.S. Discount-Style Food Store Chains, by Dollar Sales and Number of Stores, 2007
- Banner Year for Leading Chains
- Changes in the Competitive Landscape
- A New Retail Player Is Entering the Scene
Appealing to Hispanic Consumers
- Tips to Help Retailers Reach Out to Hispanics
- How Retailers are Appealing to Hispanic Shoppers
- Wal-Mart
- Texas-based Retailers
- Other Regional Retailers
- C-Stores Welcome Hispanics
- Table 6-3 Top 15 Categories for Hispanic Shoppers at U.S. Convenience Stores, 2007
- Unique Drugstore Concept Focuses on Hispanics
Retail Prices
- Table 6-4 U.S. Hispanic-Style Salty Snack Foods: Suggested Retail Price of Selected Brands, 2007
- Table 6-5 U.S. Hispanic Sauces and Canned Tomatoes: Suggested Retail Price of Selected Brands, 2007
- Table 6-5 [cont.] U.S. Hispanic Sauces and Canned Tomatoes: Suggested Retail Price of Selected Brands, 2007
- Table 6-6 U.S. Tortillas: Suggested Retail Price of Selected Brands, 2007
- Table 6-7 U.S. Taco Shells and Taco/Other Hispanic Meal Kits: Suggested Retail Price of Selected Brands, 2007
- Table 6-8 U.S. Refried Beans and Hispanic Canned Vegetables: Suggested Retail Price of Selected Brands, 2007
- Table 6-9 U.S. Hispanic Cheeses and Other Dairy Products: Suggested Retail Price of Selected Brands, 2007
- Table 6-10 U.S. Frozen/Prepared Hispanic Meals and Handheld Foods: Suggested Retail Price of Selected Brands, 2007
- Table 6-11 U.S. Non-alcoholic Hispanic Beverages: Suggested Retail Price of Selected Brands, 2007
- Table 6-11[cont.] U.S. Non-alcoholic Hispanic Beverages: Suggested Retail Price of Selected Brands, 2007
- Table 6-12 U.S. Hispanic Bakery Products: Suggested Retail Price of Selected Brands, 2007
- Table 6-13 U.S. Hispanic-Style Rice and Rice Mixes: Suggested Retail Price of Selected Brands, 2007
- Table 6-14 U.S. Hispanic Seasonings, Spices and Condiments: Suggested Retail Price of Selected Brands, 2007
- The Club Store Price Advantage
- Multi-Packs and Family-Size Products
- Club Stores Offer the Most Savings
- Table 6-15 U.S. Packaged Hispanic Foods and Beverages: Suggested Retail Price of Selected Brands and Club Store Price vs.
- Supermarket Price, 2007
- Table 6-15 [cont.] U.S. Packaged Hispanic Foods and Beverages: Suggested Retail Price of Selected Brands and Club Store Price vs. Supermarket Price, 2007
Distribution Methods
- Direct-store Delivery
- Warehouse Distribution
- How Most Products Get to Their Destination
- Table 6-16 Top 10 U.S. Grocery Wholesalers by Dollar Sales, 2006
- Some Marketers Work Through Brokers
- Distribution Is Second Highest Cost Next to Production
- Electronic Data Aids in Restocking
Chapter 7 The Consumer
- Key Points
- Hispanic Consumers
- Minority Population Tops 100 Million
- Where Minorities Are the Majority
- Hispanics the Largest, Fastest-Growing Minority Group
- Table 7-1 Growth of Hispanic Population in the United States, 2005-2006
- Where Most Hispanics Reside
- And They Keep Growing
- Figure 7-1 Projected U.S. Total Population and Hispanic Population Growth, 2005-2015
- Hispanic Population Skews Young
- Figure 7-2 Projected U.S. Total Population and Hispanic Population Growth by Age, 2005-2015
- “Hispanic” Is Not All-Encompassing
- National Origins Are Very Diverse, But Mexico Rules
- Figure 7-3 U.S. Hispanic Population by Country of Origin, 2000
- Who Are These “Other Hispanics?”
- Many Places to Come From in Central and South America
- Are Hispanics Undergoing the Melting Pot Experience?
- Foreign-born vs. U.S.-born Hispanics
- Once They Come Here, Where Do They Live?
- Figure 7-4 Regional Distribution of U.S. Hispanic Population, 2000
- Figure 7-5 Top 10 U.S. Cities with the Highest Percentage of Hispanics, 2000
- Hispanic Purchasing Power
- Hispanics: The Perfect Market
- Understanding Hispanic Shoppers
- Hispanics Spend on Family, Friends and Heritage
- Unilever Conducts Groundbreaking Study
- Hispanic Shoppers Are Planners
- Grocery Shopping Patterns
- Hispanics More Likely to Frequent Specialized Independent Stores
- Brand Loyalty Diminishes As Hispanics Become Acculturated
- Four Types of Hispanic Grocery Shoppers
- Food and Taste Preferences
- By Country of Origin
- By Level of Acculturation
- Special Dietary Needs
- Latinos More Likely to Buy Organic
- Marketing to Hispanic Consumers
- Product Scanner to Track Hispanic Purchases
- Hispanic Food and Beverage Consumers
- Latin Influence on Mainstream Consumers
- Simmons Consumer Survey
- Mexican Food Usage Levels
- Table 7-2 Percentage of U.S. Adult Consumers Who Use Mexican Foods and Ingredients, by Product Type and Brand
- Nationwide Usage Steady Over Time
- Table 7-3 Percentage of U.S. Adult Consumers Who Use Mexican Foods and Ingredients by Product Type, 2003-2006
- Northeast Usage Picks up in Some Categories
- Table 7-4 Usage of Mexican Foods and Ingredients by U.S. Adult Consumers in the Northeast, by Product Type, 2004 vs. 2006
- Kids and Pacific/Southwesterners Love Mexican Food
- Table 7-5 Demographic Indicators Favoring Any Type or Brand of Mexican Food
- Who Goes for Convenience?
- Nacho Kits and Taco Dinner Kits
- Table 7-6 Demographic Indicators Favoring Nacho Kits and Taco Dinner Kits
- The Makings of a Taco Bar
- Table 7-7 Demographic Indicators Favoring Taco Fixings: Shells, Sauce and Seasoning Mix
- Prepared Foods: Burritos, Enchiladas, Tamales
- Table 7-8 Demographic Indicators Favoring Mexican Prepared Foods: Burritos, Enchiladas and Tamales
- Feeling the Heat in Condiments
- Table 7-9 Demographic Indicators Favoring Mexican Condiments: Green Chilies, Jalapeños, Refried Beans and Salsa
- Tortillas Becoming Quite Mainstream
- Table 7-10 Demographic Indicators Favoring Tortillas: Corn vs. Flour
- Some Brands Dominate Certain Parts of the Country
- Table 7-11 Percentage of U.S. Adult Consumers Who Use Mexican Foods, by Brand and Region
Chapter 8 New Products and Trends
- Key Points
- What’s Driving New Products and Trends?
- Growing Sophistication of Non-Hispanic Consumers
- Latin Flavors Are Hot
- Retailers
- Manufacturers and Food Processors
- Ingredient Suppliers
- Times Are Changing, But Not for All
- New and Noteworthy Products
- Mainstream Mexican Gets More Americanized … and Vice Versa
- Figure 8-1 Taco Bell Home Originals Flavors Taco Shells
- Figure 8-2 Taco Bell Home Originals Bowlz Meals
- Figure 8-3 Sunshine Cheez-It Fiesta Crackers
- Figure 8-4 Boca Breakfast Wraps Southwestern Flavor
- Move Over Margaritaville
- Figure 8-5 Coco Loto Coconut Juice Drink
- Figure 8-6 Aguas Frescas Drink Concentrate
- Figure 8-7 Caballo Negro Energy Drink
- Figure 8-8 Uno Mas Energy Drinks
- Figure 8-9 Tampico Energy Drink
- Figure 8-10 Exto Energy Drink
- Cooling Off with Big Names
- Figure 8-11 Jarritos Frozen Beverage
- Milking the Market with Meaningful Brands
- Figure 8-12 LaLa Milk and Drinkable Yogurts
- Figure 8-13 La Yogurt Sabor Latino
- Figure 8-14 Goya Breyers Ice Cream and Frozen Novelties
- On the Meaty Side of the Business
- Going Organic in the Ethnic Aisle
- Figure 8-15 La Preferida Organic Refried Beans
- A Boost of Whole Grain
- Figure 8-16 Snyder’s of Hanover MultiGrain Jalapeno Red Tortilla Strips
- Figure 8-17 Dora the Explorer Cereal
- Convenience “Para Su Casa”
- Figure 8-18 Tambobamba Side Dishes and Meals
- Frozen Foods
- Figure 8-19 Goya Mexican Kitchen Taquitos
- Figure 8-20 T.G.I. Friday’s Chicken Quesadillas
- Just Add Water
Appendix Addresses of Selected Marketers
