Hispanic Food and Beverages in the U.S.: Market and Consumer Trends in Latino Cuisine, 4th Edition

Table of Contents:

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

Abstract:

Burritos, enchiladas, quesadillas—you don’t have to go to Mexican restaurant or scour the ethnic foods aisle in your supermarket if that’s what you’re in the mood for.  Hispanic foods and beverages have become so common a part of the American menu many consumers would have to think twice before characterizing them as a distinct ethnic cuisine.  Are there any food courts in sports venues these days that don’t offer nachos as standard fare alongside hotdogs?  Is there a supermarket or grocery anywhere in the country that doesn’t carry tortilla chips and salsa, even if there are no Hispanic consumers in their community?

With Hispanic foods and beverages achieving such prominence, it’s no wonder that sales were close to $7 billion in 2009, according to the recent report from Packaged Facts titled “Hispanic Food and Beverages in the U.S.: Market and Consumer Trends in Latino Cuisine, 4th Edition.”  This represented an increase of 28.7% from $5.4 billion in 2005.  In addition, Packaged Facts predicts continued aggressive growth through 2014, with sales projected to top $9.5 billion in 2014.

The report details how the expanding appetite for Hispanic food and drink among non-Hispanic Americans combined with the rapid increase in the Hispanic population is driving sales of Mainstream Mexican products along with Authentic Hispanic and Nuevo Latino foods.  Expanding distribution channels, the rise of the “foodie” and other key trends affecting the marketplace are described along with the changing demographics and other factors driving growth.  In addition, the report profiles major marketers, both in the manufacturing and foodservice arenas.

Read an excerpt from this report below.

Report Methodology

The information contained in this report was obtained from both primary and secondary research. Primary research entailed on-site examinations of retail venues, which encompass club stores, convenience stores (c-stores), dollar stores, drugstores, health/natural foods stores, mass merchandisers, neighborhood bodegas/super mercados, mainstream supermarkets and other retail outlets.  Industry participants were also interviewed for insights and clarifications on questions of ingredients, marketing strategies, etc. 

Secondary research was gathered from relevant sources including consumer and industry publications, newspapers, government reports, financial reports, company literature and corporate annual reports.  Key sources also included the U.S. Department of Agriculture (USDA), Information Resources, Inc. (Chicago, IL) and other trade sources. The analysis of consumer demographics is derived from fall 2009 Simmons Market Research Bureau (New York, NY) data.

In addition to covering packaged products sold through the various types of retail outlets mentioned above and developments in the retail marketplace relevant to Hispanic foods and beverages, this report includes qualitative and quantitative information on foodservice sales through a variety of channels such as fast-food outlets, sit-down restaurants, mobile units, etc.  Foodservice coverage focuses on those outlets that are owned and operated or founded by immigrants from Latin American countries or Hispanic-Americans and which feature exclusively or predominantly Hispanic menus.  But it also includes coverage of the expanding presence of Hispanic foods and beverages in traditional “American” foodservice outlets.

What You’ll Get in This Report

“Hispanic Food and Beverages in the U.S.: Market and Consumer Trends in Latino Cuisine” makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective players can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that “The U.S. Market for Hispanic Foods & Beverages” offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You’ll Benefit from This Report

If your company is already doing business in the Hispanic food and beverage market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for Hispanic foods and beverages, as well as projected markets and trends through 2014.

This report will help:

• Marketing managers identify market opportunities and develop targeted promotion plans for Hispanic foods and beverages.
• Research and development professionals stay on top of competitor initiatives and explore demand for Hispanic foods and beverages.
• Advertising agencies working with clients in the foodservice and retail industries understand the product buyer to develop messages and images that compel consumers to buy Hispanic foods and beverages.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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