The U.S. Market for Hispanic Foods and Beverages, 2nd Edition
Nov 1, 2004
200 Pages - Pub ID: LA968910
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Chapter 1: Executive Summary
  • Scope and Methodology
    • Market Parameters
    • Report Methodology
    • A Note About Nomenclature

  • The Products
    • Three Primary Segments
    • First Segment: Mainstream Mexican
    • Second Segment: Authentic Hispanic
    • Third Segment: Nuevo Latino

  • Size and Growth of the Market
    • 2004 Sales Are Almost at $4.4 Billion
    • Sales Exceed $7.0 Billion by 2009
    • Table 1-1: U.S. Sales of Hispanic Foods and Beverages, 1999-2009
    • Projected Category Growth Strongest for Select Categories
    • Factors Affecting Market Growth

  • The Marketers
    • All Types of Marketers
    • Most Ideas Start in Foodservice
    • Non-Hispanic Chains Are Actively Promoting Their Mexican Items

  • Distribution and Sales Outlets
    • Channels of Distribution
    • Distribution Methods
    • Traditional Supermarkets Are Losing Share to Large Retail Outlets
    • The Birth of the International Aisle

  • The Consumer
    • The Hispanic Population Boom
    • Hispanic Population Attitudes
    • Latin Influences on Mainstream Consumers

  • New Product Trends
    • Mainstream Mexican Foods Still Popular, Some Have a Kick
    • Convenience Is Very Trendy Everywhere
    • Frozen Foods Continue to Boom
    • The Rise of Regional Hispanic Cuisine

Chapter 2: The Products

  • Scope of the Report
    • Markets Analyzed
    • Products Outside of Scope

  • Hispanic Foods and Beverages
    • A Note About Nomenclature
    • What Are Hispanic Foods and Beverages?
    • Hispanic Preferences Define Hispanic Category
    • Table 2-1: Ingredients Characterized as Hispanic

  • Product Breakouts
    • Three Primary Segments
    • First Segment: Mainstream Mexican
    • Second Segment: Authentic Hispanic
    • Third Segment: Nuevo Latino

  • Government Regulations
    • The Regulatory Environment
    • Labeling Overview
    • Products that Are Exempt
    • Bilingual Labels
    • Figure 2-1: Example of Single Nutrition Facts Containing Two Languages
    • Country of Origin
    • Trans Fats Are a New Addition
    • Nutrition Regulations in Foodservice
    • A Variety of Possible Claims
    • Allergen Issues
    • Are You Prepared for a Product Recall?
    • Table 2-2: A Sampling of Recalls, 2003-2004

Chapter 3: The Market

  • Market Size and Growth
    • 2004 Ends with Sales of More Than $4 Billion
    • Table 3-1: Total U.S. Retail Sales of Hispanic Foods and Beverages, 1999-2004
    • Figure 3-1: Total U.S. Retail Sales of Hispanic Foods and Beverages, 1999-2004
    • Market Likely Larger, Particularly in Authentic Hispanic Categories
    • Products and Brands Used for Calculating Market Data
    • What Else Is Not Included? Chili!
    • Table 3-2: U.S. Retail Sales of Hispanic Foods and Beverages by Product, 1999-2004
    • Chips and Booze Also Not Part of Market Figures
    • Table 3-3: U.S. Retail Sales of Hispanic Beer, 1999-2004
    • Table 3-4: U.S. Retail Sales of Select Salty Snacks, 1999-2004
    • Beers From South of the Border Are Hot
    • With Mainstream Mexican, Dips Are Booming
    • Table 3-5: U.S. Retail Sales of “Mainstream Mexican” Hispanic Foods and Beverages by Product, 1999-2004
    • Convenience Foods All the Way
    • Table 3-6: U.S. Retail Sales of “Mainstream Mexican/Authentic Hispanic” Hispanic Foods and Beverages by Product, 1999-2004
    • Distribution and Population Growth Drives Authentic Sales
    • Table 3-7: U.S. Retail Sales of “Authentic Hispanic” Hispanic Foods and Beverages by Product, 1999-2004
    • Nuevo Latino Is a Vague Category with Lots of Potential
    • Table 3-8: U.S. Retail Sales of “Nuevo Latino” Hispanic Foods and Beverages by Product, 1999-2004
    • A Foodservice Note on Nuevo Latino

  • Market Composition
    • Tortillas Dominate Category
    • Mexican Appetizers Grow as a Category
    • Table 3-9: Total U.S. Retail Sales of Hispanic Foods and Beverages by Product, 2004
    • Northeasterners Are Just Not Big Hispanic Food Users Table 3-10: Regional Distribution Indices for Consumption of Mexican Foods and Ingredients, by Product Type, Brand, and Region, May 2003-April 2004

  • Factors to Market Growth
    • Hispanic Population Growth
    • Desire for New Tastes and Heat
    • Hispanic purchasing power
    • Marketing Conferences Raising Awareness Among Marketers
    • Commodity Marketers Promote Product to Hispanics
    • Factor in Hispanic Settling Patterns
    • Convenience, Too, Is a Market Driver
    • Frozen Foods Are Quite Convenient
    • Growth Assisted by Ingredient Suppliers
    • Opportunity with Regional Hispanic Cuisine
    • Understanding Hispanic Flavor Preferences

  • Projected Market Growth
    • Sales Exceed $7.0 Billion by 2009
    • Table 3-11: Projected Total U.S. Retail Sales of Hispanic Foods and Beverages, 2004-2009
    • Hispanic Market Is One of the Most Aggressive
    • Table 3-12: Projected U.S. Retail Sales of Hispanic Foods and Beverages by Product, 2004-2009

Chapter 4: The Marketers

  • Marketer Diversity
    • All Types of Marketers
    • Table 4-1: U.S. Retail Hispanic Foods and Beverages: Select Marketers by Brand and Products Offered, 2004
    • Table 4-2: U.S. Foodservice Hispanic Foods and Beverages: Select Marketers by Products Offered, 2004

  • Competitive Retail Overview
    • Retail Marketers Are Almost Everyone
    • Focus on Key Players and Their Approach
    • Two Broad Types of Marketers
    • Mainstream Players Include the Leaders in Retail Food Marketing
    • Table 4-3: U.S. Hispanic Food and Beverage Retail Marketers: Top 10 Mainstream Companies (excluding alcohol) by Hispanic Products/Brands and Revenues, 2003
    • Nestlé Sells Ortega to B&G Foods
    • Kraft Foods Aggressively Markets ComidaKraft.com
    • Hispanic New Product and Promotion Activity from Kraft
    • Knorr Brand Now Includes Mexican Cooking Sauces
    • Swift Rolls Out “Authentic” Meat Line
    • Smaller Mainstream Marketers Target Hispanics in Numerous Ways
    • First U.S. Mainstream Baker Enters Hispanic Bakery Business
    • Hershey Sweetens the Category
    • Heinz Knows There Is Business Beyond Ketchup
    • Hormel and Herdez Make Quite the Team
    • Coke Is Special to Mexicans
    • Calling All Kids . . .Kids of Every Ethnic Group
    • Focused Hispanic Specialists
    • A Different Type of Specialist
    • Hispanic Market Immersion Tour Hits Los Angeles
    • Hispanic Ad Spending Leads Minority Market
    • Miller Targets Hispanics
    • Leaders in Each Category
    • Table 4-4: U.S. Hispanic Food and Beverage Leading Retail Marketer, by product category, 2004

  • Competitive Profile: Authentic Specialty Foods, Inc., Chino, California
    • Company Overview
    • Here’s Why La Victoria Is a Western Brand

  • Competitive Profile: Bimbo Bakeries USA, Fort Worth, Texas
    • Company Overview
    • Read Beyond the Name
    • The Story Behind Bimbo’s Trademark Bear
    • Aggressive Growth Plans

  • Competitive Profile: Goya Foods, Inc., Secaucus, New Jersey
    • Company Overview
    • 1,000 Products and Counting
    • Goya Creates Its Own Store Within a Store
    • Marketing as a Hispanic
    • The Day the Nephews Took Over

  • Competitive Profile: Gruma Corp., Irving, Texas
    • Company Overview
    • Mission Is the Name Gruma Goes by in the States
    • Tortilla Case Gets Cracked . . . Cracked Right Out of the Courts
    • Gruma Buys European Tortilla Makers

  • Competitive Profile: Ruiz Foods, Inc., Dinuba, California
    • Company Overview
    • Focusing on Frozen Growth
    • New Product Initiative
    • Helping Others Help Themselves

  • Competitive Foodservice Overview
    • Chain Restaurants Focus on Controlled Growth
    • Number-One Taco Bell Posts Almost 6% Increase in Dollar Sales
    • No One Comes Near Taco Bell’s Market Penetration
    • Table 4-5: U.S. Hispanic Food and Beverage Foodservice Operators: Top 30 Chains, Annual Foodservice System-wide Sales and Number of Units Worldwide, 2003
    • Not All Mexican Chain Forerunners Are as Lucky as Taco Bell
    • Chili’s Owner Dumps Cozymel’s
    • Taco Bell Better Watch Out
    • Keep Your Eyes on Del Taco, Too
    • Who Else Is Growing?
    • Closing a Few La Salsa Stores Doesn’t Stop Innovation
    • The Innovation Does Not Stop There
    • El Pollo Loco Spices Up Image with “El Caliente”
    • Who Else Spends and How Much on Advertising?
    • Non-Hispanic Chains Are Actively Promoting Their Mexican Items
    • In General, Spicy Breakfasts Are Becoming Increasingly Popular
    • Some Operators Are Teaming Up with Branded Hispanic Ingredients
    • Texas Dairy Queens Get Their Own Burger
    • And Some Are Simply Marketing Their Regular Menus to Hispanics
    • Bits and Pieces

  • Competitive Profile: Brinker International, Inc., Dallas, Texas
    • Company Overview
    • Chili’s Opens on Okinawa Military Base
    • Brinker Sells Off Cozymel’s
    • And Grows with More Chili’s Concepts
    • Not Planning to Lose Dieting Customers
    • Kids Get More Healthful Options, Too
    • Chili’s Donates Profits to Help Fight Childhood Cancer

  • Competitive Profile: Chipotle Mexican Grill, Inc., Denver, Colorado
    • Company Overview
    • Peppers, and Much More, Plus Some Booze, Too
    • Chipotle Becomes a Picky Pork Buyer
    • Helping Hunger Solutions
    • Using Oracle for On-Line Business Management
    • New Ad Agency for Fresh Thinking

  • Competitive Profile: Qdoba Restaurant Corp., Wheat Ridge, Colorado, a wholly owned subsidiary of Jack in the Box Inc., San Diego, California
    • Company Overview
    • So Much More Than Burritos
    • Growing, Growing, and Still Growing
    • Expanding Into Non-Traditional Venues, Too
    • Despite Monies, Things Are Still Tough
    • A Different Type of Promo For a Different Type of Restaurant

  • Competitive Profile: Rubio’s Restaurants, Inc., Carlsbad, California
    • Company Overview
    • Miksa Plans to Take Rubio’s to the Next Level
    • New Products Are Plentiful
    • Taco Meal Deal Promoted by Sports Legends

  • Competitive Profile: Taco Bell Corp., Irvine, California, a division of Yum! Brands, Inc., Louisville, Kentucky
    • Company Overview
    • Staying Close to Its Pepsi Background
    • Taco Bell Is Big on Promos
    • And Big on Filling Up
    • Taco Bell Hit a Homerun
    • Two Months Later, Taco Bell Goes Mobile

Chapter 5: Distribution and Sales Outlets

  • Distribution Overview
    • Viva Mexico in Both Retail and Foodservice
    • Distribution Methods
    • Direct Delivery Advantages
    • The Cost of Face-To-Face Business
    • Warehouse Distribution
    • Smaller Marketers Work Through Brokers
    • Electronic Data Aids in Restocking
    • Distribution Is Second Highest Cost Next to Production

  • Retail Outlets
    • Traditional Supermarkets Are Losing Share to Large Retail Outlets
    • Leading Retail Chains
    • C-Stores Welcome Hispanics
    • Marketer-Driven Strategies—What Goya Demands
    • Unique Drug Store Concept Focuses on Hispanics . . . Almost Only
    • A New Retail Player Is Entering the Scene
    • Slotting Allowances at Supermarkets
    • Retailers Are Stocking More Hispanic Foods
    • A Case Study From Near the Nation’s Capitol
    • The Birth of the International Aisle
    • Specialty Produce Filling More Shopping Baskets
    • Providing Consumers Ambiance
    • A Blessing for Rogers, Arkansas,’ Hispanics
    • Heeding Consumer Demand for Convenience Foods
    • Mature Hispanic Market Stores
    • New York Bodega Owners Plan Launch of Product Lines
    • Grocery Shopping Is a Multi-Hour Family Affair
    • In Warm Climates, Hispanic Beverages Are Available Chilled
    • California Hispanic Grocers Grow With Non-Hispanic Customers
    • A Word of Caution
    • Retail Prices of Products Representative of the Category
    • Table 5-1: U.S. Hispanic-Style Salty Snack Foods: Suggested Retail Price of Selected Brands, 2004
    • Table 5-2: U.S. Hispanic Sauces and Canned Tomatoes: Suggested Retail Price of Selected Brands, 2004
    • Table 5-3: U.S. Tortillas: Suggested Retail Price of Selected Brands, 2004
    • Table 5-4: U.S. Taco Shells and Taco/Other Hispanic Meal Kits: Suggested Retail Price of Selected Brands, 2004
    • Table 5-5: U.S. Refried Beans and Hispanic Canned Vegetables: Suggested Retail Price of Selected Brands, 2004
    • Table 5-6: U.S. Hispanic Cheeses and Other Dairy Products: Suggested Retail Price of Selected Brands, 2004
    • Table 5-7: U.S. Frozen/Prepared Hispanic Meals and Hand-Held Foods: Suggested Retail Price of Selected Brands, 2004
    • Table 5-8: U.S. Non-Alcoholic Hispanic Beverages: Suggested Retail Price of Selected Brands, 2004
    • Table 5-9: U.S. Alcohol and Alcohol-Related Hispanic Beverages: Suggested Retail Price of Selected Brands, 2004
    • Table 5-10: U.S. Hispanic Bakery Products: Suggested Retail Price of Selected Brands, 2004
    • Table 5-11: U.S. Hispanic-Style Rice and Rice Mixes: Suggested Retail Price of Selected Brands, 2004
    • Table 5-12: U.S. Hispanic Seasonings and Spices: Suggested Retail Price of Selected Brands, 2004
    • Table 5-13: U.S. Hispanic Candy and Confections: Suggested Retail Price of Selected Brands, 2004
    • Table 5-14: U.S. Hispanic-Style Condiments: Suggested Retail Price of Selected Brands, 2004
    • Table 5-15: U.S. All Other Hispanic Foods and Beverages: Suggested Retail Price of Selected Brands, 2004
    • Private Label Pricing
    • Table 5-16: U.S. Hispanic-Style Salty Snack Foods: Private Label vs. Branded (Comparative Retail Price of Unseasoned Tortilla Chips), 2004
    • Table 5-17: U.S. Hispanic Sauces and Canned Tomatoes: Private Label vs. Branded (Comparative Retail Price of Salsas), 2004
    • Table 5-18: U.S. Refried Beans and Hispanic Canned Vegetables: Private Label vs. Branded (Comparative Retail Price of Refried Beans), 2004
    • Table 5-19: U.S. Frozen/Prepared Hispanic Meals and Hand-Held Foods: Private Label vs. Branded (Comparative Retail Price of Burritos), 2004
    • Table 5-20: U.S. Hispanic-Style Rice and Rice Mixes: Private Label vs. Branded (Comparative Retail Price of Rice), 2004
    • Table 5-21: U.S. Hispanic-Style Rice and Rice Mixes: Private Label vs. Branded (Comparative Retail Price of Rice Mixes), 2004
    • Table 5-22: U.S. Hispanic Seasonings and Spices: Private Label vs. Branded (Comparative Retail Price of Taco Mix), 2004
    • The Club Store Price Advantage
    • Multi-Packs and Family-Size Products
    • Table 5-23: U.S. Packaged Hispanic Foods and Beverages: Suggested Club-Store Price of Selected Products Compared to Supermarket Price

  • Foodservice Outlets
    • Many Places to Enjoy Hispanic Foods and Beverages
    • Kiosks and Push Carts Make Hispanic Products Available Anywhere
    • Vending Machines Big For Hand-Held Items
    • C-Stores Are a Big Foodservice Venue for Hispanic Foods
    • Foodservice Venues Are Marketers
    • Beyond Taco Salad and Quesadillas
    • Most Ideas Start in Foodservice

    Chapter 6: The Consumer

    • The Hispanic Population
      • The Hispanic Population Boom
      • Figure 6-1: Total U.S. Population Growth by Demographic Segment, 2002-2010
      • The Hispanic Market Skews Young
      • Figure 6-2: Total U.S. Population by Age: General Market vs. Hispanic Market (years old, percent share)
      • Hispanic Population Attitudes
      • Be Careful When Using the Term Hispanic—It Is Not All-Encompassing
      • National Origins Are Very Diverse, But Mexico Rules
      • Figure 6-3: U.S. Hispanic Population Breakdown by Country of Origin
      • Who Are These “Other Hispanics” Coming to the United States?
      • Food Preferences by Country of Origin
      • Are Hispanics Undergoing the Melting Pot Experience?
      • Foreign-Born vs. U.S.-Born Hispanics
      • El Salvador and Colombia Lead in Country of Origin for Central and South America
      • Once They Come Here, Where Do They Live?
      • Figure 6-4: Regional Distribution of U.S. Hispanic Population
      • States Where Settling Is Most Popular
      • The Hispanic Household
      • Hispanic Eating Patterns
      • Home-Purchase Highlights
      • Dairy Is Big with Hispanics
      • Happy Meals to Make Kids Happy
      • Carbs Are Alright with Hispanics
      • Grocery Shopping Habits
      • Four Groups of Hispanic Shoppers
      • Traditional Supermarkets No Longer Primary Store

    • The Hispanic Foods and Beverages Consumer
      • Latin Influences on Mainstream Consumers
      • Simmons Consumer Survey
      • Simmons Data on Mexican Foods and Ingredients
      • Table 6-1: Percent of U.S. Adult Consumers Who Use Mexican Foods and Ingredients, by Product Type and Brand, May 2003-April 2004
      • Some Brands Dominate Certain Parts of the Country
      • Table 6-2: Percent of U.S. Adult Consumers Who Use Mexican Foods and Ingredients by Brand and Region, May 2003-April 2004
      • Mexican Food and Ingredient Users Are Anyone . . . Almost
      • Table 6-3: Demographic Characteristics Favoring Purchase of Any Mexican Foods or Beverages, May 2003-April 2004
      • Who Uses Nacho Kits?
      • Table 6-4: Demographic Characteristics Favoring Purchase of Nacho Kits, May 2003-April 2004
      • The Makings of a Taco Bar
      • Table 6-5: Demographic Characteristics Favoring Purchase of Taco Fixings: Dinner Kits, Shells, Sauce, and Seasoning Mix, May 2003-April 2004
      • When it Comes to Prepared Mexican Foods, Households with Kids Lead
      • Table 6-6: Demographic Characteristics Favoring Purchase of Prepared Hispanic Foods: Burritos, Enchiladas, and Tamales, May 2003-April 2004
      • Westerners Like the Heat, While the Wealthy Indulge on Salsa
      • Table 6-7: Demographic Characteristics Favoring Purchase of Mexican Condiments: Green Chilies, Jalapeños, Refried Beans, and Salsa, May 2003-April 2004
      • Chili . . . Mainstream Football Crock Pot Meal
      • Table 6-8: Demographic Characteristics Favoring Purchase of Chili Products, May 2003-April 2004
      • Tortilla Preferences Are Varied . . . “Wrap” Concept Reduces Resisters
      • Table 6-9: Demographic Characteristics Favoring Purchase of Tortillas by Form: Corn vs. Flour, May 2003-April 2004
      • Does Hispanic Manufacturer Matter?
      • Table 6-10: Demographic Characteristics Favoring Purchase of Rice by Brand: Goya vs. Riceland, May 2003-April 2004
      • Relaxing with a Cold One Goes Across All Cultures
      • Table 6-11: Demographic Characteristics Favoring Purchase of Imported Beer by Brand: Corona, Dos Equis, and Modelo Especial, May 2003-April 2004

    Chapter 7: New Product Overview

  • New Product Trends
    • Mainstream Mexican Foods Still Popular, Some Have a Kick
    • Convenience Is Very Trendy Everywhere
    • Meal Kits Expand Beyond the Main Course
    • Frozen Foods Continue to Boom
    • Beyond Salsa and Nacho Flavors
    • Culinology Process Showcased at IFT
    • Blending Hispanic Into Food and Beverage Product Development
    • The Rise of Regional Hispanic Cuisine
    • And When Marketing to Hispanics, Understand Their Flavor Preferences
    • Expansion of Hispanic Flavors
    • Hispanic Cooking Sauces
    • Beverage Makers Grow with Tropicals
    • For Now, Low Carb Is Truly an American Craze
    • Hispanics Like Colors and Sweets

  • New Product Introductions
    • Introductions Have Been Plentiful
    • Table 7-1: U.S. Hispanic-Style Salty Snack Foods: Select New Products by Marketer, Brand, and Description, 2003-2004
    • Table 7-2: U.S. Hispanic Sauces and Canned Tomatoes: Select New Products by Marketer, Brand, and Description, 2003-2004
    • Table 7-3: U.S. Tortillas: Select New Products by Marketer, Brand, and Description, 2003-2004
    • Table 7-4: U.S. Taco Shells and Taco/Other Hispanic Meal Kits: Select New Products by Marketer, Brand, and Description, 2003-2004
    • Table 7-5: U.S. Refried Beans and Hispanic Canned Vegetables: Select New Products by Marketer, Brand, and Description, 2003-2004
    • Table 7-6: U.S. Hispanic Cheeses and Other Dairy Products: Select New Products by Marketer, Brand, and Description, 2003-2004
    • Table 7-7: U.S. Frozen/Prepared Hispanic Meals and Hand-Held Foods: Select New Products by Marketer, Brand, and Description, 2003-2004
    • Table 7-8: U.S. Non-Alcoholic Hispanic Beverages: Select New Products
    • Table 7-9: U.S. Alcoholic and Alcohol-Related Hispanic Beverages: Select New Products by Marketer, Brand, and Description, 2003-2004
    • Table 7-10: U.S. Hispanic Bakery Products: Select New Products by Marketer, Brand, and Description, 2003-2004
    • Table 7-11: U.S. All Other Hispanic Foods and Beverages: Select New Products by Marketer, Brand, and Description, 2003-2004
    • Table 7-12: U.S. Foodservice Hispanic Foods and Beverages: Select New Products by Foodservice Chain and Description, 2003-2004
    • Appendix: Addresses of Selected Marketers

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