The Hispanic population is a lucrative consumer group for beverage marketers, as Hispanics exhibit higher incidence of consuming most non-alcoholic beverages, compared to the non-Hispanic population. This report investigates the demographic profile of the Hispanic population, and analyzes the effect of different aspects of Hispanic culture on the beverage market. For instance, this report discusses how the age distribution in the Hispanic population creates opportunities in the beverage market, and how beverage marketers can profit by further segmenting the Hispanic population based on heritage and level of acculturation.

Hispanics are the largest minority in the U.S. with a population of 44 million in 2006—accounting for 14.7% of the total population. What makes Hispanics an even more important consumer group is their projected growth. By 2011, one in every six persons in the U.S. is projected to be Hispanic. Additionally, the growth in their collective purchasing power is a force to be reckoned with. Hispanic purchasing power is projected to increase 47.7%, from $736 million in 2005 to $1,087 million in 2010.

Mintel establishes the beverage consumption pattern of Hispanics—both non-alcoholic and alcoholic—by using the Simmons National Consumer Survey (NCS) and the Simmons National Hispanic Survey (NHCS). Then we explore behavioral patterns and measure the effect of marketing strategies such as sampling and Spanish-language advertising on Hispanic beverage purchases, through Mintel’s exclusive research.

You will learn about the major differences that exist in the consumption of non-alcoholic and alcoholic beverages by Hispanics and non-Hispanics. Hispanics, for example, are significantly more likely than non-Hispanics to consume sports and energy drinks. Hispanics are also more likely than non-Hispanics to purchase a beverage after trying a sample. Hispanics of Mexican heritage are most likely to drink tequila, while Hispanics of Cuban heritage are most likely to drink wine. Furthermore, this report is replete with information that can guide beverage manufacturers, retailers, and marketers in effectively targeting Hispanic consumers.

The report divides beverages into two groups (alcoholic and non-alcoholic) and provides in-depth behavioral analysis of the following:

Non-alcoholic beverages

Fruit and vegetable juices

Milk, milk flavorings, and non-dairy creamer

Coffee and tea

Carbonated soft drinks

Bottled water, thirst quencher/sports/activity drinks, RTD tea, sparkling water/seltzer/natural soda, energy drinks

Alcoholic beverages

Beer

Wine

Distilled spirits

Hard lemonade/RTD cocktails/malternatives, wine coolers, malt liquor, hard cider