• National Origins of U.S. Hispanic Population
• Smaller Markets Growing, Too
• Fewer Foreign-Born Hispanics Projected
• Purchasing Power
• Food-Buying Habits
• Playing into Consumer Buying Patterns
• The Four “Fs”
• Family
• Freshness
• Flavor
• Friendliness
• Acculturation Affects Food Choices
• Importance of Pricing
• What They Eat
• Hispanic Food Consumption Patterns Vary by Region
• Frozen out?
• Food Marketer Response
• Authentic vs. Adapted
• From Mainstream to Authentic
• New Life From New Markets
• New Flavors for New Markets
• Smaller Can Be Better
• Promotional Efforts
• Up Close and Personal
• Staying in Touch
• Retailer Response
• Best Practices for Courting Ethnic Consumers
• Retailer-Driven Strategies
• Speaking the Language

Chapter 2: Hispanic Population

• Population Growth
• Table 2-1: U.S. Population Break-down, By Race, As of July 1, 2001
• National Origins of U.S. Hispanic Population
• Figure 2-1: National Origins of U.S. Hispanic Population
• Regional Distribution of U.S. Hispanic Population
• Figure 2-2: Regional Distribution of U.S. Hispanic Population
• Urban Markets Predominate
• Table 2-2: Metropolitan Areas with Largest Hispanic Populations, 2000
• Smaller Markets Growing, Too
• Table 2-3: Second-Tier Metropolitan Areas in the South and Midwest with Relatively Large Hispanic Populations, 2000
• Hispanic Neighborhoods Remain Popular
• Fewer Foreign-Born Hispanics Projected
• The Hispanic Market
• Purchasing Power
• Table 2-4: Growth in Annual Expenditures of Consumer Units: Hispanic vs. non-Hispanic, 1995-1999

Chapter 3: Hispanic Eating/Shopping Patterns, Behaviors

• Table 3-1: Estimated Annual Expenditures for Food and Beverages by Hispanic Consumer Units, 2000
• Playing into Consumer Buying Patterns
• The Four “Fs”
• Family
• Freshness
• Flavor
• Friendliness
• Acculturation Affects Food Choices
• Importance of Pricing
• Hispanic Food Consumption Patterns Vary by Region

Chapter 4: Hispanic Eating Patterns

• What They Eat
• Figure 4-1: Percentage of Households Using Mexican Foods/Ingredients, by Racial/Ethnic Origin
• Figure 4-2: Use of Mexican Foods by Census Region
• Regional Differences Within United States
• Figure 4-3: Most Used Mexican Product Categories by Census Region
• Organic Opportunities
• Table 4-1: Purchase Index Rankings of Organic Shoppers, Based on Racial or Ethnic Background
• Table 4-2: Attitude Towards Purchasing Organics Index, Based on Racial or Ethnic Background
• Frozen Out?
• Table 4-3(a): Frozen Food Purchasing Index, White/African-American/Hispanic Families
• Table 4-3(b): Frozen Food Purchasing Index, White/African-American/Hispanic Families
• Food Expenditures Vary by National Origin
• Hispanic Food and Flavoring Preferences
• Table 4-5: Hispanic Food and Flavoring Preferences based on Area of Origin
• Saying “Si” to Soy

Chapter 5: How Food Marketers Are Targeting Hispanics

• Hispanic Buying Patterns
• National Origins of U.S. Hispanic Population
• Authentic vs. Adapted
• Pleasing All of the People All of the Time
• From Mainstream to Authentic
• …And Back
• Recognizing Organic Potential
• Children— A Growing Opportunity
• New Life From New Markets
• New Flavors for New Markets
• Smaller Can Be Better
• Importance of Branding
• Table 5-1: Hispanics Most Likely to Buy Hispanic Brands
• Promotional Efforts
• Breaking New Ground
• Up Close and Personal
• Staying in Touch
• Learning from Others’ Experience

Chapter 6: How Food Retailers Are Targeting Hispanics

• Another Look at the Market
• Table 6-1: Where Hispanics Shop for Groceries
• Best Practices for Courting Ethnic Consumers
• Figure 6-1: Hispanic Shoppers’ Top Criteria for Deciding Where to Shop
• Table 6-2: Top Five Factors Shoppers Consider
• Sampling is Key
• Retailer-Driven Strategies
• Speaking the Language
• Making it Work
• Nash Finch (Avanza stores)
• Carnival Food Stores (Minyard Food Stores)
• Albertson’s
• Gigante
• Fiesta Mart
• Marsh Supermarkets
• Ethnic Store-Within-a-Store
• Lowes Food Stores
• Baking Up Profits from Hispanic Products
• Neighborhood by Neighborhood
• Wal-Mart
• Kmart
• The Online Channel
• MexicanGrocer.com
• Hard-to-Find Items Through MexGrocer.com
• An Ethnic Foods Portal

Chapter 7: Trends & Opportunities

• Growing Market
• Establishing Authenticity
• Meeting Flavor Requirements
• Retailer Opportunities
• Marketing Requirements
• Crossover Appeal