Hispanic Foods and Beverages in the U.S., 5th Edition

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Published Nov 27, 2012 | 200 Pages | Pub ID: LA3932559

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Hispanic Foods and Beverages in the U.S., 5th Edition


Tortillas and taco kits outsell hamburgers and hot dog buns. Salsa boasts almost twice the dollar sales of ketchup. Latino culture has impacted the U.S. grocery aisles to such an extent that it has redefined American cuisine, or more accurately that its long-standing role in American cuisine has expanded to become irrepressibly evident. Hispanic foods and beverages appeal to a wide variety of consumers, from Spanish-only speakers to multicultural consumers and foodies to, in fact, most households in America.

And marketers have taken note. The market isn’t only the playground of traditional Hispanic food companies like Goya and the Gruma Corporation. Mainstream marketers such as General Mills and Kraft have jumped on the bandwagon as well, not only with Latin-flavored products but also with mainstream products whose market share they’d like to grow with the expanding Hispanic population.

This report examines the market for Hispanic foods and beverages in the U.S., including the trends driving growth and creating new product development and sales opportunities. Readers will learn about fast-growing brands and rising stars; the diverse range of Hispanic products; demographics and psychographics of the Hispanic foods and beverages consumer, and information on consumption habits; and the new, engaging ways in which marketers are connecting with customers.

The report segments and quantifies the market by channel and product type, providing historical sales figures and forecasts through 2017. The report examines market size based in part of retail sales-tracking data from SymphonyIRI, and the consumer landscape based on extensive analysis of Experian Simmons national consumer survey data. The report also maps out the competitive situation at the marketer and brand levels, with detailed profiles of several of the biggest Hispanic marketers in the food and beverage arena.

Report Methodology



The information contained in this report was obtained from primary and secondary research. Primary research entailed consultations with Hispanic food and beverage sources and on-site examination of retail venues. Secondary research included extensive Internet canvassing and research- and data-gathering from relevant consumer business and trade publications; company reports including annual reports, press releases, and investor conference calls; company profiles in trade and consumer publications; government reports; and other food and beverage market reports by Packaged Facts.

Sales estimates are based on data from the above sources as well as SymphonyIRI data for mass-market channels (supermarkets, drugstores and mass merchandisers other than Walmart); published and estimated sales of major market participants; market size estimates from other sources, including those appearing in the trade press; the performance of relevant retail venues; consumer usage rates for Hispanic food and beverages; and new product introduction activity in the market. Our consumer analysis draws primarily from a national consumer survey data from Experian Simmons. Through an ongoing program of telephone and booklet questionnaire surveys of a large probability sample of consumers who represent a statistically accurate cross-section of the U.S. adult population, Simmons is able construct detailed demographic profiles across various consumer product and service markets, including the Hispanic market. Additional resources include a roundup of consumer research about Hispanic shoppers conducted by a variety of industry participants.

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        •   Total U.S. Retail Sales of Hispanic Foods and Beverages, 2009-2012 (in millions of dollars)

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      •   Projected U.S. Sales of Hispanic Food and Beverages, 2013-2017 (in millions of dollars)

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      •   IRI-Tracked Sales of Mexican Foods and Sauces, 2012
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      •   Food Categories and Top Hispanic Brands
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        •   Total U.S. Retail Sales of Hispanic Foods and Beverages, 2009-2012 (in millions of dollars)

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      •   SymphonyIRI-Tracked Sales of Mexican Foods and Sauces, 2012

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      •   SymphonyIRI-Tracked Sales of Mexican Foods, 2012
      •   SymphonyIRI-Tracked Sales of Mexican Sauce, 2012

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      •   SymphonyIRI-Tracked Sales of Select Categories Compared to Tortillas/Taco Kits, 2012
      •   SymphonyIRI-Tracked Sales of Select Categories Compared to Salsa, 2012

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      •   SymphonyIRI-Tracked Share and Growth of Hispanic Brands in Select Categories, 2012

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      •   Demographic Snapshot of the U.S. Population, 2011 (number and percent of U.S. Hispanic population)
      •   Projected Population Growth, Hispanics vs. Other Population Segments, 2015-2050 (in thousands)

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      •   Population of 2- to 12-Year-Olds by Race and Hispanic Origin, 2008 (in thousands)
      •   Change in Population of Kids Under the Age of 14, by Race and Hispanic Origin, 2010 (in thousands)
      •   Median Age of U.S. Population, by Race, 2011 (years)

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      •   20 U.S. States with Largest Hispanic Populations, 2011 (number and percent of U.S. Hispanic population)
      •   20 U.S. States with Largest Concentration of Hispanics, 2011

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      •   Projected Growth in Hispanic Buying Power, 2008-2013
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      •   Foods and Beverages Identified as Hispanic

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        •   Projected U.S. Sales of Hispanic Food and Beverages, 2013-2017 (in millions of dollars)

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        •   U.S. Retail Hispanic Foods and Beverages: Select Marketers, Brands, Products Offered, and Websites, 2012

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      •   SymphonyIRI-Tracked Sales Top Marketers of Hard/Soft Tortillas/Taco Kits, 2012
      •   SymphonyIRI-Tracked Sales of Top Marketers of Refrigerated Tortillas, 2012
      •   SymphonyIRI-Tracked Sales of Top Marketers of Frozen Tortillas, 2012

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      •   SymphonyIRI-Tracked Sales of Top Marketers of Refried Beans, 2012

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      •   SymphonyIRI-Tracked Sales of Top Marketers of Mexican Food Items, 2012

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      •   SymphonyIRI-Tracked Sales of Top Marketers of Salsa, 2012

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      •   SymphonyIRI-Tracked Sales of Top Marketers of Picante Sauce, 2012

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      •   SymphonyIRI-Tracked Sales of Top Marketers of Taco Sauce, 2012

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      •   SymphonyIRI-Tracked Sales of Top Marketers of All Other Mexican Sauce/Marinade, 2012

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      •   SymphonyIRI-Tracked Sales of Top Marketers of Frozen Hand-held Entrees (non-breakfast), 2012

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      •   SymphonyIRI-Tracked Sales of Top Marketers of Frozen Appetizers/Snack Rolls, 2012

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      •   SymphonyIRI-Tracked Sales of Top Marketers of "Vegetables - All Other Beans" Category, 2012

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      •   SymphonyIRI-Tracked Sales of Top Marketers of Dried Beans/Grains, 2012

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      •   SymphonyIRI-Tracked Sales of Top Marketers of Dry Rice, 2012
      •   SymphonyIRI-Tracked Sales of Top Marketers of Dry Rice Mixes, 2012

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      •   SymphonyIRI-Tracked Sales of Top Marketers of Regular Soft Drinks, 2012

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      •   SymphonyIRI-Tracked Sales of Top Marketers of Aseptic Juice Drinks, 2012
      •   SymphonyIRI-Tracked Sales of Top Marketers of Aseptic Juices, 2012

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      •   SymphonyIRI-Tracked Sales of Top Marketers of Canned Fruit Juice, 2012
      •   SymphonyIRI-Tracked Sales of Top Marketers of Canned Juice Drinks, 2012

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      •   Mexican Food & Ingredients Usage, 2004-2012 (Number in Thousands & Percent)
      •   U.S. Households Who Use Mexican Food/Ingredients, by Race/Ethnicity, 2012 (percent and index)

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      •   U.S. Households That Use Mexican Food/Ingredients, by Product Type, 2004-2012 (percent)

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      •   Demographics of Adult Mexican Prepared Food Users by U.S. Households, 2012 (Index)

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      •   Demographics of Mexican Peppers and Condiment Users by U.S. Households, 2012 (Index)

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      •   Demographics of Adult Tortilla and Tostada Users by U.S. Households, 2012 (Index)

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      •   Demographics of Adult Mexican Prepared Food Users by U.S. Households, 2012 (Index)

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      •   U.S. Households Who Use Mexican Food/Ingredients, by Brand, 2012 (index)

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      •   Brands That Skew Towards Hispanics, 2012 (index)

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      •   Experian Simmons Food Lifestyle Segmentation, by Race/Ethnicity, 2012 (Index)
      •   Experian Simmons Food Lifestyle Segmentation, by Race/Ethnicity, 2012 (Percent)
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      •   Experian Simmons Retail Shopper Segmentation, by Race/Ethnicity, 2012 (Index)
      •   Experian Simmons Retail Shopper Segmentation, by Race/Ethnicity, 2012 (Percent)

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      •   Food and Shopping Psychographics by Race/Ethnicity, 2012 (Index)
      •   Food and Shopping Psychographics by Select Brands, 2012 (Index)
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