Mexican Foods Market Approaches $3 Billion Shelf-Stable Accounts For Three-Fourths Of Market The Americanization Of Mexican Food Growing Hispanic Population To Boost Sales Mexico-Based Companies Move In On U.S. Market Restaurants Further Popularize Mexican Cuisine But Fast Food A Two-Edged Sword In-Store Foodservice Mounting A Challenge Marketers Continue To Offer Healthier Choices Mexican Foods Market To Reach $3.7 Billion By 2003 Table 1-1: U.S. Retail Sales Of Mexican Foods By Product Category: Shelf-Stable Vs. Frozen And Refrigerated, 1994-2003 (Dollars) The Shelf-Stable Mexican Foods Market Shelf-Stable Sales Top $2 Billion Shelf-Stable Sales To Top $2.6 Billion In 2003 Mass-Market Shares Figure 1-1: Leading U.S. Marketers Of Shelf-Stable Mexican Foods By Share Of Mass-Market Sales, 1998 (Percent): 8 Marketers, Private Label, All Others Consolidation Is Key The New Salsas Tortillas: Little New Product Activity Added Flavors Become Latest Refried Bean Trend Campbell Leads In Advertising Expenditures Supermarkets Account For Majority Of Retail Sales Name-Brand Vs. Private-Label Shares Merchandising Rates Of 23%-42% Are Typical Consumer Usage: Salsa Vs. Taco Sauce Consumer Usage: Taco And Nachos, Kits And Components Consumer Usage: Refried Beans Boast Upscale Demographics The Frozen And Refrigerated Mexican Foods Market Frozen And Refrigerated Sales At $744 Million Frozen And Refrigerated Sales To Break $1 Billion Barrier A Fragmented Market Small Marketers Make Big Splash Size Matters Hand-Helds Head For The Border Low-Fat Frozen And Natural Products Proliferate Refrigerated Tortillas: Little New Product Activity The Advertising Spenders Food Stores Garner 86% Of Market Name-Brand Vs. Private-Label Shares Merchandising Rates Of 29%-39% Are Typical Burrito Buyers Enchiladas Draw Nearly 6% Of Shoppers Azteca Draws Upscale Demographic Scope And Methodology Market Parameters Report Methodology The Shelf-Stable Mexican Foods Market The Frozen And Refrigerated Mexican Foods Market Market Size And Growth Mexican Foods Market Approaches $3 Billion Shelf-Stable Sales Top $2 Billion Table 2-1: U.S. Retail Sales Of Mexican Foods: Shelf-Stable Vs. Frozen/Refrigerated, 1994-1998 (Dollars) Frozen And Refrigerated Sales At $744 Million Shelf-Stable Accounts For Three-Fourths Of Market Figure 2-1: The U.S. Mexican Foods Market: Shelf-Stable Vs. Frozen/Refrigerated Share Of Dollar Sales, 1994 Vs. 1998 (Percent) Factors To Market Growth The Americanization Of Mexican Food Table 2-2: Purchasing Rates For Selected Packaged Mexican Foods: Hispanic Vs. Non-Hispanic Population, 1998 (Percent): 9 Product Types Growing Hispanic Population To Boost Sales Table 2-3: Projected Growth Of U.S. Hispanic Population, 1998-2002 (Number) Mexico-Based Companies Move In On U.S. Market Restaurants Further Popularize Mexican Cuisine But Fast Food A Two-Edged Sword In-Store Foodservice Mounting A Challenge Marketers Continue To Offer Healthier Choices Latin American Food Pyramid Focuses On Healthful Foods Organic Products A Developing Niche Projected Market Growth Mexican Foods Market To Reach $3.7 Billion By 2003 Shelf-Stable Sales To Top $2.6 Billion In 2003 Table 2-4: Projected U.S. Retail Sales Of Mexican Foods: Shelf-Stable Vs. Frozen/Refrigerated, 1994-1998 (Dollars) Frozen And Refrigerated Sales To Break $1 Billion Barrier Scope Of Market What Makes A Sauce Mexican? Tortillas And Tortilla Kits Mexican Specialties History Of The Market Cultural Context Mexican Sauce In The United States Tortilla Products Hit Market In 1950s Mexican Specialties Popularized In Late 1980s Product Definition Three Product Categories Characteristics Of Mexican Sauces Characteristics Of Corn And Wheat Tortillas Characteristics Of Tortilla Kits Refried Beans: Characteristics And Uses Miscellaneous Mexican Food Items Government Regulation Fda Regulations Regulation Of Use Of "Reduced," "Low," "Free," And "Light" Proposed Organic Regulations Packaging And Labeling Sauce Packaging: Form Vs. Function Tortilla Packaging Figure 3-1: U.S. Retail Sales Of Shelf-Stable Mexican Foods, 1994- 1998 (Dollars) Market Size And Growth Market Tops $2 Billion Table 3-1: U.S. Retail Sales Of Shelf-Stable Mexican Foods By Category, 1994-1998 (Dollars): Sauces, Tortillas/Kits, Mexican Specialties Mexican Sauce Category Reaches Maturity Sales Of Salsa And Other Sauces Enter A Slump Table 3-2: U.S. Supermarket Sales Of Shelf-Stable Salsa And Other Sauces, 1994-1998 (Dollars) Taco Sauce Makes Modest Comeback Table 3-3: U.S. Supermarket Sales Of Taco Sauce, 1994-1998 (Dollars) Growth For Tortillas And Kits Continues Table 3-4: U.S. Supermarket Sales Of Tortillas/Kits, 1994-1998 (Dollars) Mexican Specialties Make Minor Gains Dollar Sales Of Refried Beans Up Slightly Table 3-5: U.S. Supermarket Sales Of Refried Beans, 1994-1998 (Dollars) Shrinkage In Miscellaneous Mexican Specialties Table 3-6: U.S. Supermarket Sales Of Miscellaneous Mexican Specialties, 1994-1998 (Dollars) Market Composition Mexican Sauce Accounts For One-Half Of Market Figure 3-2: U.S. Shelf-Stable Mexican Foods Market: Share Of Dollar Sales By Product Category, 1994 Vs. 1998 (Percent): Sauces, Tortillas/Kits, Mexican Specialties Salsa Comprises Bulk Of Sauce Category Figure 3-3: Share Of U.S. Mexican Sauce Market Dollar Sales By Product Segment, 1998 (Percent): Mexican Sauces/Marinades, Dry Sauces/Seasoning Mixes, Taco Sauce Refried Beans Make Up 81% Of Mexican Specialty Sales Figure 3-4: Share Of U.S. Shelf-Stable Mexican Specialties Dollar Sales By Product Segment, 1998 (Percent): Refried Beans, Miscellaneous Mexican Specialties Seasonal Sales Fluctuations Minimal Figure 3-5: Supermarket Sales Of Shelf-Stable Mexican Foods By Quarter, 1997 Vs. 1998 (Percent) Supermarkets Claim 82% Of Market Figure 3-6: Share Of U.S. Shelf-Stable Mexican Food Sales By Retailer Type, 1998 (Percent): 6 Retailer Types The West Is Won Over Table 3-7: Regional Distribution Of Shelf-Stable Mexican Food Purchasers By Food Type, 1998 (Percent): 13 Factors Factors To Market Growth A Mature Market Restaurants Stir Interest In Mexican Seasonings Salsa Buzzwords: Organic And Gourmet Ketchup Not Down For The Count Wrap Restaurants Contribute Momentum To Tortilla Sales Healthy Image Adds To Tortilla Demand But In-Store Tortillerias Are Rivals Convenience And Variety Key To Tortilla Kit Growth Fast-Food Give And Take For Specialty Sales Canned Items Lack Fresh Appeal Figure 3-7: Projected U.S. Retail Sales Of Shelf-Stable Mexican Foods, 1998-2003 (Dollars) Projected Market Growth Retail Sales To Top $2.6 Billion In 2003 Tortillas/Kits Edge Out Sauces Table 3-8: Projected U.S. Retail Sales Of Shelf-Stable Mexican Foods By Category, 1998-2003 (Dollars): Sauces, Tortillas/Kits, Mexican Specialties Marketer Overview Marketers Widely Varied First-Tier Marketers Second-Tier Marketers Third-Tier Marketers Smaller Marketers Food Conglomerates Dominate Mexican Food Specialists Also Compete Many Players Offer More Than One Brand Top Three Players Dominate Mexican Sauce Market Mexican Giants Tower Over Tortilla Category Hundreds Of Regional Tortilla Marketers Conglomerates Dominate Kit, Taco Shell Sales Few Major Marketers Of Shelf-Stable Specialties Refried Beans: Conglomerates Dominate Specialists In Miscellaneous Mexican Food Items Recent Mergers And Acquisitions Table 3-9: U.S. Market For Shelf-Stable Mexican Foods: Selected Marketers By Brand Line And Product Type (94 Marketers) Marketer And Brand Shares Note On Share Estimates Top Four Account For Over Half Of Market Figure 3-8: Leading U.S. Marketers Of Shelf-Stable Mexican Foods By Share Of Mass-Market Sales, 1998 (Percent): 8 Marketers, Private Label, All Others Frito-Lay And Campbell At One-Quarter Share In Mexican Sauces Table 3-10: Top Mass-Marketer Shares: Shelf-Stable Mexican Sauces, 1997 Vs. 1998 (Percent): 9 Marketers, Private Label, All Others Gruma In The Lead With Four-Tenths Tortilla Share Table 3-11: Top Mass-Marketer Shares: Shelf-Stable Tortillas/Kits, 1997 Vs. 1998 (Percent): 8 Marketers, Private Label, All Others Hunt-Wesson Maintains Lead In Refried Bean Segment Table 3-12: Top Mass-Marketer Shares: Refried Beans, 1997 Vs. 1998 (Percent): 5 Marketers, Private Label, All Others Juanita's Leads Miscellaneous Segment Table 3-13: Top Mass-Marketer Shares: Miscellaneous Mexican Food Items, 1997 Vs. 1998 (Percent): 3 Marketers, All Others The Competitive Situation A Competitive, Fragmented Market Consolidation Is Key Mexican Companies Enter U.S. Market Major Marketers Seek To Keep Their Lines Fresh Profiles Of Selected Marketers Competitive Profile: Authentic Specialty Foods, Inc. (Desc, S.A. De C.V.) Company Overview Agrobios: Desc's Food Branch Authentic A Roll-Up Company Authentic: A Name To Watch In The Future Competitive Profile: Campbell Soup Co. Company Overview A Condensed Company History Campbell Sets Sights On Global Marketplace A New Look For Pace Pace's Future Uncertain Competitive Profile: Hunt-Wesson, Inc. (Conagra, Inc.) Company Overview Up And Down The Food Chai A Stable Of Brands In Partnership With The Land Autonomy Vs. Teamwork Hunt-Wesson's Ethnic Sales Down Competitive Profile: Frito-Lay, Inc. (Pepsico, Inc.) Company Overview Cola History Pepsico Sheds One-Third Of Its Mass Frito-Lay Sets Sights In International Market Frito-Lay: Direct Store Distribution Powerhouse Competitive Profile: Gruma, S.A. De C.V. Company Overview Gruma Structure The World's Biggest Tortilla Factory Tortillas A Boom Business For Mission Competitive Profile: Grupo Industrial Bimbo, S.A. De C.V. Company Overview Bimbo Sets Sights On U.S. The Bimbo Brands Competitive Profile: Hormel Foods Corp. Company Overview Spam And Beyond Hormel Adds Second Mexican Restaurant Brand Competitive Profile: Kraft Foods, Inc. (Philip Morris Cos., Inc.) Company Overview North America's Largest Packaged Foods Company Taco Bell Paired With Other Kraft Products Competitive Profile: Nestlé Usa (Nestlé, S.A.) Company Overview Nestlé: A History Of Inventions Ortega Focused On Health And Family Competitive Profile: Pillsbury Co. (Diageo Plc) Company Overview The Pillsbury Brands The Pillsbury Recipe Pillsbury And Mexican Food. Formula For Success Marketing And New Product Trends Single-Serve Salsas Salsa Under The Christmas Tree? Exotic Salsas Proliferate Tortillas: Little New Product Activity Added Flavors Become Latest Refried Bean Trend Table 3-14: U.S. Shelf-Stable Mexican Foods Market: Selected New Product Introductions, 1997-1998 Consumer Advertising And Promotion Campbell Leads In Advertising Expenditures Mexican Food Equals Family Fun Easy-To-Prepare Recipes Standard Mexican Advertising Fare Co-Branding Popular With Kraft Coupons Most Popular Promotional Tool Contests And Merchandise Give-Aways Examples Of Consumer Advertising Trade Advertising And Promotion Venues And Formats Promotions Are Standard Co-Op Offers Trade Shows Are Vital At The Distribution Level The Grocery Store Sector: Distributors Vs. Direct Distribution Warehousing Vs. Direct Store Delivery Mechanics Of Warehouse Processing Advantages And Disadvantages Of Dsd Gourmet Distributors The Warehouse Club Sector: Eliminating The Distributor At The Retail Level Supermarkets Account For Majority Of Retail Sales Supermarket Selection On The Rise Space Allotment In Supermarkets Sauce Locations The Wandering Tortilla Shelf-Stable Mexican Specialties Colonize Ethnic Aisle Name-Brand Vs. Private-Label Shares Table 3-15: Supermarket Overview Of Name-Brand Shelf-Stable Mexican Foods By Product Type, 1998 (Percent): Mexican Sauces, Tortillas/Kits, Refried Beans Private-Label Brand Shares Table 3-16: Supermarket Overview Of Private-Label Shelf-Stable Mexican Foods By Product Type, 1998 (Percent): Mexican Sauces, Tortillas/Kits, Refried Beans Retail Prices Range From $1 To $3 Table 3-17: Typical U.S. Retail Prices For Selected Shelf-Stable Mexican Food Products Supermarket Margins Retailer Promotions Merchandising Rates Of 23%-42% Are Typical Small Marketers Turn To Internet The Consumer Note On Simmons Market Research Bureau Data Simmons Data On Shelf-Stable Mexican Food 56% Use Mexican Food And Ingredients Salsa Vs. Taco Sauce Salsa Shoppers By Brand Midwestern Moms Favor Taco Seasoning Mix Flour Tortillas Have Wider Customer Base Than Corn Taco And Nachos, Kits And Components Tostados Shells Popular With Younger Adults Burrito Buyers Enchiladas Draw Nearly 6% Of Shoppers Refried Beans Boast Upscale Demographics Westerners Wild Over Chili Peppers Downscale Demographics For Tamales Table 3-18: Consumer Overview For Selected Mexican Food Products, 1998 (Percent): 22 Product Classifications/Types Table 3-19: Demographic Characteristics Favoring Use Of Mexican Food And Ingredients, 1998 (U.S. Principal Shoppers) Table 3-20: Demographic Characteristics Favoring Purchase Of Mexican Sauce By Type: Salsa Vs. Taco Sauce, 1998 (U.S. Principal Shoppers) Table 3-21a: Demographic Characteristics Favoring Use Of Salsa By Brand: Old El Paso Vs. Ortega, 1998 (U.S. Principal Shoppers) Table 3-21b: Demographic Characteristics Favoring Use Of Salsa By Brand: Chi-Chi's Vs. Rosarita, 1998 (U.S. Principal Shoppers) Table 3-22: Demographic Characteristics Favoring Use Of Taco Seasoning Mix, 1998 (U.S. Principal Shoppers) Table 3-23: Demographic Characteristics Favoring Purchase Of Tortillas By Type: Corn Vs. Flour, 1998 (U.S. Principal Shoppers) Table 3-24: Demographic Characteristics Favoring Purchase Of Taco And Nacho Products, 1998 (U.S. Principal Shoppers): Taco Dinner Kits, Taco Shells, Nacho Kits Table 3-25: Demographic Characteristics Favoring Use Of Tostados Shells, 1998 (U.S. Principal Shoppers) Table 3-26: Demographic Characteristics Favoring Use Of Burritos, 1998 (U.S. Principal Shoppers) Table 3-27: Demographic Characteristics Favoring Use Of Enchiladas, 1998 (U.S. Principal Shoppers) Table 3-28: Demographic Characteristics Favoring Use Of Refried Beans, 1998 (U.S. Principal Shoppers) Table 3-29a: Demographic Characteristics Favoring Use Of Chili Peppers: Green Chili Vs. Jalapeño, 1998 (U.S. Principal Shoppers) Table 3-29b: Demographic Characteristics Favoring Use Of Chili Peppers: Pickled Vs. Other, 1998 (U.S. Principal Shoppers) Table 3-30: Demographic Characteristics Favoring Use Of Tamales, 1998 (U.S. Principal Shoppers) Scope Of Market Cultural Context Hand-Held Foods A Product Of The Microwave Age Tortilla Products Hit Market In 1950s Frozen Mexican Dinners And Entrees Descend From Tv Dinners Mexican Lunch Kits Launched In 1997 Product Definition Four Product Categories Frozen Hand-Held Items Refrigerated Tortillas Frozen Dinners And Entrees Refrigerated Lunch Kits Refrigerated Sauces Government Regulation Fda Regulations Regulation Of Use Of "Free," "Low," "Reduced," And "Light" Proposed Organic Regulations Packaging And Labeling Hand-Held Items Usually Individually Wrapped Refrigerated Tortilla Packaging Frozen Dinners And Entrees Packaged Microwave-Ready Lunch Kit Packaging Figure 4-1: U.S. Retail Sales Of Frozen And Refrigerated Mexican Foods, 1994-1998 (Dollars) Market Size And Growth Frozen And Refrigerated Mexican Foods Table 4-1: U.S. Retail Sales Of Frozen And Refrigerated Mexican Foods By Category, 1994-1998 (Dollars): Frozen Hand-Held Items, Refrigerated Tortillas, Frozen Dinners/Entrees, Refrigerated Lunch Kits Frozen Hand-Held Items Experience Surge In Sales Refrigerated Tortilla Sales Are Cold Table 4-2: U.S. Supermarket Sales Of Refrigerated Tortillas, 1994- 1997 (Dollars) Frozen/Refrigerated Dinner And Entree Sales Stabilize Mexican Lunch Kits Make Strong Debut Market Composition Hand-Held Items Over One-Third Of Market Figure 4-2: U.S. Frozen And Refrigerated Mexican Foods Market: Share Of Dollar Sales By Product Category, 1994 Vs. 1998 (Percent): 4 Product Categories Seasonal Sales Fluctuations Minimal Figure 4-3: U.S. Supermarket Sales Of Refrigerated Tortillas By Quarter, 1997 Vs. 1998 (Percent) Retail Share: Supermarkets Dominate The Role Of The West Table 4-3: Regional Distribution Of Frozen And Refrigerated Mexican Food Purchasers By Food Type, 1998 (Percent): 7 Food Types Factors To Market Growth Expansion Opportunities Remain Fast Food Value-Pricing Continues To Hurt Sales Transcending Microwave Problems An Anytime, Anyplace Meal Refrigerated Tortillas Under Fire Refrigerated Tortilla Potential Not Realized In The East Frozen Organic Products A Developing Niche Freezer Crunch A Factor Mexican Foods Provide Lunch Kits' Lighter Side Figure 4-4: Projected U.S. Retail Sales Of Frozen And Refrigerated Mexican Foods, 1998-2003 (Dollars) Projected Market Growth Market Sales To Reach $1 Billion By 2003 Table 4-4: Projected U.S. Retail Sales Of Frozen And Refrigerated Mexican Foods By Category, 1998-2003 (Dollars): Frozen Hand-Held Items, Refrigerated Tortillas, Frozen Dinners/Entrees, Refrigerated Lunch Kits Hand-Helds And Lunch Kits Have Greatest Growth Potential Marketer Overview An Assortment Of Marketers Hand-Held Mexican Food Marketers Refrigerated Tortilla Marketers Conglomerates Dominate Frozen Mexican Dinners And Entrees Oscar Mayer Is Lunch Kit King Private-Label Sales Negligible Recent Mergers And Acquisitions Table 4-5: U.S. Market For Frozen And Refrigerated Mexican Foods: Selected Marketers By Brand Line And Product Type (98 Marketers) Marketer And Brand Shares Note On Share Estimates A Market Fragmented Figure 4-5: Leading U.S. Marketers Of Frozen And Refrigerated Mexican Foods By Share Of Supermarket Sales, 1998 (Percent): 7 Marketers, Private Label, All Others Camino Leads Hand-Helds With One-Quarter Share Table 4-6: Top Marketers Of Hand-Held Mexican Foods By Share Of Supermarket Sales, 1997 Vs. 1998 (Percent): 8 Marketers, Private Label, All Others Azteca Foods Leader In Refrigerated Tortillas Table 4-7: Top Marketers Of Refrigerated Tortillas By Share Of Supermarket Sales, 1997 Vs. 1998 (Percent): 10 Marketers, Private Label, All Others Nestlé Maintains Lead In Frozen Dinners And Entrees Table 4-8: Top Marketers Of Frozen Mexican Dinners And Entrees By Share Of Supermarket Sales, 1997 Vs. 1998 (Percent): 6 Marketers, Private Label, All Others Kraft Claims 85% Of Mexican Lunch Kit Category Figure 4-6: Top Marketer Shares Of U.S. Supermarket Lunch Kit Sales, 1998 (Percent): 3 Marketers, Private Label, All Others The Competitive Situation A Fragmented Market Small Marketers Make Big Splash Consolidations And Spin-Offs Profiles Of Selected Marketers Competitive Profile: Amy's Kitchen, Inc. Company Overview Vegetarian, Business, And Environmental Values Taking The Extra Step Natural Sector And Mainstream Distribution 35% Share Of Frozen Sales In Natural Food Stores Expanding Sales And Line-Up Future Prospects Competitive Profile: Gruma, S.A. De C.V. Company Overview Gruma Structure The World's Biggest Tortilla Factory Tortillas A Boom Business For Mission Competitive Profile: H.J. Heinz Co. Company Overview Old And New At Heinz Varieties Of Heinz Building With Bagel Bites Bulking Up Weight Watchers Competitive Profile: Hunt-Wesson, Inc. (Conagra, Inc.) Company Overview Up And Down The Food Chain A Stable Of Brands In Partnership With The Land Autonomy Vs. Teamwork Conagra And Frozen Mexican Food Competitive Profile: Kraft Foods, Inc. (Philip Morris Cos., Inc.) Company Overview Kraft: North America's Largest Packaged Foods Company Oscar Mayer: A History Of Marketing Firsts Oscar Mayer Lunchables Competitive Profile: Nestlé Usa (Nestlé, S.A.) Company Overview Nestlé: A History Of Inventions Stouffer's History Stouffer's "Real Home Cooking" Competitive Profile: Vlasic Foods International Company Overview. Getting Off The Ground The Swanson Division Advertising An American Icon Competitive Briefs Camino Real Foods, Inc Ibp, Inc. Ruiz Food Products, Inc. Marketing And New Product Trends Size Matters: Packaging Size Matters: Portions Hand-Helds Head For The Border Mexican-Style Frozen Snacks Emerge Frozen And Refrigerated Family-Size Entrees And Meal Kits Mexican Meal Starter Kits Low-Fat Frozen And Natural Products Proliferate Refrigerated Tortillas: Little New Product Activity Table 4-9: U.S. Frozen And Refrigerated Mexican Foods Market: Selected New Product Introductions, 1997-1998 Consumer Advertising And Promotion The Advertising Spenders Coupons Most Popular Promotional Tool Refrigerated Tortilla Ads Feature Easy-To-Prepare Recipes Lunch Kits Positioned For Fun And Convenience Merchandise Give-Aways, Offers, And Contests Online Features Examples Of Consumer Advertising Trade Advertising And Promotion Venues And Formats Promotions Are Standard Co-Op Offers Trade Shows Are Vital At The Distribution Level Two Main Methods Of Distribution Mechanics Of Warehouse Processing Advantages And Disadvantages Of Dsd The Warehouse Club Sector: Eliminating The Distributor Vending Machine Delivery At The Retail Level Supermarkets Account For Majority Of Retail Sales Supermarket Selection Proliferates Product Location Refrigerated Tortillas Paired With Dairy Frozen Dinners And Entrees Lunch Kit Locations Freezer And Refrigerator Space A Zero-Sum Game Slotting Fees Name-Brand Vs. Private-Label Shares Table 4-10: Supermarket Overview Of Name-Brand Frozen And Refrigerated Mexican Foods By Product Type, 1998 (Percent): Frozen Hand-Held Items, Refrigerated Tortillas, Frozen Dinners/Entrees, Refrigerated Lunch Kits Private-Label Brand Shares Table 4-11: Supermarket Overview Of Private-Label Frozen And Refrigerated Mexican Foods By Product Type, 1998 (Percent): Hand-Held Items, Refrigerated Tortillas, Frozen Dinners/Entrees, Mexican Lunch Kits Retail Prices Range From Under $1 To Over $10 Table 4-11a: Typical U.S. Retail Prices For Selected Frozen And Refrigerated Mexican Food Products Supermarket Margins Retailer Promotions Merchandising Rates Of 29%-39% Are Typical The Consumer Note On Simmons Market Research Bureau Data Simmons Data On Frozen And Refrigerated Mexican Food 56% Use Mexican Food And Ingredients Burrito Buyers Enchiladas Draw Nearly 6% Of Shoppers Downscale Demographics For Tamales Flour Tortillas Have Wider Customer Base Than Corn Azteca Draws Upscale Demographic Taco Kits Vs. Nacho Kits Table 4-12: Consumer Overview For Selected Mexican Foods, 1998 (Percent): 9 Product Classifications/Types Table 4-13: Demographic Characteristics Favoring Use Of Mexican Food And Ingredients, 1998 (U.S. Principal Shoppers) Table 4-14: Demographic Characteristics Favoring Use Of Burritos, 1998 (U.S. Principal Shoppers) Table 4-15: Demographic Characteristics Favoring Use Of Enchiladas, 1998 (U.S. Principal Shoppers) Table 4-16: Demographic Characteristics Favoring Use Of Tamales, 1998 (U.S. Principal Shoppers) Table 4-17: Demographic Characteristics Favoring Purchase Of Tortillas By Type: Corn Vs. Flour, 1998 (U.S. Principal Shoppers) Table 4-17a: Demographic Characteristics Favoring Use Of Refrigerated Tortillas By Brand: Azteca Foods (U.S. Principal Shoppers) Table 4-18: Demographic Characteristics Favoring Purchase Of Meal Kits: Taco Kits Vs. Nacho Kits, 1998 (U.S. Principal Shoppers Appendix I: Examples Of Consumer Advertising And Promotions Appendix II: Addresses Of Selected Marketers |
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