Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Non-alcoholic beverages
- Alcoholic beverages
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Hispanics—the fastest-growing minority in the U.S.
- Diversity among Hispanics calls for local marketing strategies
- Acculturation and retro acculturation—large factor in communicating with Hispanics
- Language remains a barrier between Hispanic consumers and marketers
- Hispanics present growth potential in fruit juice category
- Hispanics continue to drive growth in whole milk category
- Coffee remains the favorite hot beverage for Hispanics
- Hispanics—ideal target population for regular carbonated beverages
- Alternative beverages—the biggest growth potential from Hispanic consumers
- Hispanics continue to prefer imported beer over domestic beer
- Lack of communication leads to lower Hispanic wine consumption
- Introduction of more flavors in distilled spirits could increase penetration among Hispanics
- Sampling—the best way to educate Hispanics
The Hispanic Population
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- The Hispanic population—the fastest growing minority group
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- Figure 1: U.S. population by race and Hispanic origin, 2006
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- Figure 2: U.S. population by Hispanic origin, 2001-11
- Age distribution among Hispanic population bodes well for beverage market
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- Figure 3: Population of adults aged 18-34 years, by Hispanic origin, 2001-11
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- Figure 4: Reported consumption of RTD non-alcoholic beverages in the past seven days by ethnicity, Jan-Sept 2005
- Low median income but high collective purchasing power
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- Figure 5: Labor force participation by Hispanic origin, 2005
- Figure 6: Median household income, by race and Hispanic origin, 2004
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- Figure 7: Hispanic disposable income, 1990-2010
- Figure 8: Percentage of Hispanic routine trips that include a particular category, 2006
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- Figure 9: Average annual expenditures on milk, non-alcoholic beverages, and alcoholic beverages, by Hispanics and non-Hispanics, 2005
- Hispanic population—a diverse group rather than a monolithic group
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- Figure 10: Hispanics by country of origin/heritage, 2004
- Figure 11: Consumption of wine by Hispanics, by heritage, May 2005-June 2006
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- Figure 12: Native-born/foreign-born Hispanics and country of origin/heritage, 2004
- Hispanics have larger than average households
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- Figure 13: Hispanic and non-Hispanic households, by presence of children, 2004
- Figure 14: Number of persons in the household, 2000
- Changing expectations of immigrant Hispanic consumers
- Culture—an important aspect in marketing to Hispanics
- Enculturation, acculturation and retro-acculturation
- Language
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- Figure 15: Level of acculturation by language, 2005
- Hispanics tend to gravitate to big cities
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- Figure 16: Hispanic population in the top 30 metropolitan areas, 2005
- Figure 17: Largest Hispanic markets, 2005
- Strong link with country of origin
Non-alcoholic Beverages
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- Fruit and vegetable juices
- Capsule summary
- Analysis
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- Figure 18: Hispanic and non-Hispanic household consumption of fruit and vegetable juice, May 2005-June 2006
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- Figure 19: Household consumption of fruit and vegetable juice by Hispanics, by language spoken at home, May 2005-June 2006
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- Figure 20: Household consumption of fruit and vegetable juice by Hispanics, by heritage, May 2005-June 2006
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- Figure 21: Household consumption of fruit and vegetable juice by Hispanics, by number of people in household, May 2005-June 2006
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- Figure 22: Household consumption of fruit and vegetable juice, by presence of children in household, May 2005-June 2006
- Milk, and milk flavorings
- Capsule summary
- Analysis
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- Figure 23: Hispanic and non-Hispanic household consumption of milk, May 2005-June 2006
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- Figure 24: Household consumption of milk by Hispanics, by nativity, May 2005-June 2006
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- Figure 25: Household consumption of milk by Hispanics, by language spoken at home, May 2005-June 2006
- Figure 26: Household consumption of milk, by presence of children in household, May 2005-June 2006
- Coffee and Tea
- Capsule summary
- Analysis
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- Figure 27: Hispanic and non-Hispanic household consumption of coffee and tea, May 2005-June 2006
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- Figure 28: Household consumption of coffee and tea by Hispanics, by nativity, May 2005-June 2006
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- Figure 29: Household consumption of coffee and tea by Hispanics, by language spoken at home, May 2005-June 2006
- Figure 30: Household consumption of coffee and tea by Hispanics, by heritage, May 2005-June 2006
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- Figure 31: Household consumption of coffee and tea by Hispanics, by household income, May 2005-June 2006
- Figure 32: Household consumption of coffee and tea by Hispanics, by presence of children in household, May 2005-June 2006
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- Figure 33: Household consumption of coffee and tea by Hispanics, by region, May 2005-June 2006
- Carbonated soft drinks
- Capsule summary
- Analysis
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- Figure 34: Individual consumption of carbonated soft drinks by Hispanics and non-Hispanics, May 2005-June 2006
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- Figure 35: Individual consumption of carbonated soft drinks by Hispanics, by nativity, May 2005-June 2006
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- Figure 36: Individual consumption of carbonated soft drinks by Hispanics, by language spoken at home, May 2005-June 2006
- Figure 37: Individual consumption of carbonated soft drinks, by heritage, May 2005-June 2006
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- Figure 38: Individual consumption of carbonated soft drinks, by gender, May 2005-June 2006
- Figure 39: Individual consumption of carbonated soft drinks, by household income, May 2005-June 2006
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- Figure 40: Individual consumption of carbonated soft drinks, by presence of children in household, May 2005-June 2006
- Other non-alcoholic beverages
- Capsule summary
- Analysis
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- Figure 41: Individual consumption of other non-alcoholic beverages by Hispanic origin, May 2005-June 2006
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- Figure 42: Individual consumption of other non-alcoholic beverages by Hispanics, by nativity, May 2005-June 2006
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- Figure 43: Individual consumption of other non-alcoholic beverages by Hispanics, by language spoken at home, May 2005-June 2006
- Figure 44: Individual consumption of other non-alcoholic beverages, by heritage, May 2005-June 2006
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- Figure 45: Individual consumption of other non-alcoholic beverages, by gender, May 2005-June 2006
- Figure 46: Individual consumption of other non-alcoholic beverages, by presence of children in household, May 2005-June 2006
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- Figure 47: Individual consumption of other non-alcoholic beverages by region, May 2005-June 2006
- Motivation for trying a new non-alcoholic beverage
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- Figure 48: Motivating factors for trying a new beverage, by Hispanics and non-Hispanics, September 2006
- Beverage sampled from a stand at a supermarket
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- Figure 49: Incidence of sampling a beverage at a supermarket by Hispanic origin, September 2006
- Consumer opinions
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- Figure 50: Attitude towards finding the right beverage flavors and ease of finding favorite beverages at a supermarket, by Hispanics and non-Hispanics, September 2006
- Attitude towards sampling a beverage
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- Figure 51: Attitude towards sampling a beverage, by Hispanics and non-Hispanics, June 2006
- Preference for flavors
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- Figure 52: Hispanic preference for different/new flavors of beverages, by gender, September 2006
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- Figure 53: Preference for different/new flavors of beverages, by age, September 2006
- Language and advertisements
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- Figure 54: Incidence of watching Spanish-speaking beverage TV advertisements, by gender, September 2006
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- Figure 55: Incidence of watching Spanish-speaking beverage TV advertisements, by age, September 2006
- Spanish-speaking TV beverage advertisements
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- Figure 56: Opinion on the effectiveness of Spanish language non-alcoholic beverage advertisements, September 2006
Alcoholic Beverages
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- Beer
- Capsule summary
- Analysis
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- Figure 57: Consumption of beer by Hispanics and non-Hispanics, May 2005-June 2006
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- Figure 58: Consumption of beer by Hispanics, by nativity, May 2005-June 2006
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- Figure 59: Consumption of beer by Hispanics, by language spoken at home, May 2005-June 2006
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- Figure 60: Consumption of beer by Hispanics, by gender, May 2005-June 2006
- Figure 61: Consumption of beer by Hispanics, by household income, May 2005-June 2006
- Distilled spirits
- Capsule summary
- Analysis
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- Figure 62: Consumption of distilled spirits and cordials/liqueurs by Hispanics and non-Hispanics, May 2005-June 2006
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- Figure 63: Consumption of distilled spirits and cordials/liqueurs by Hispanics, by nativity, May 2005-June 2006
- Figure 64: Consumption of distilled spirits and cordials/liqueurs by Hispanics, by language spoken at home, May 2005-June 2006
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- Figure 65: Consumption of distilled spirits and cordials/liqueurs by Hispanics, by heritage, May 2005-June 2006
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- Figure 66: Consumption of distilled spirits and cordials/liqueurs by Hispanics, by gender, May 2005-June 2006
- Figure 67: Consumption of distilled spirits and cordials/liqueurs by Hispanics, by age, May 2005-June 2006
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- Figure 68: Consumption of distilled spirits and cordials/liqueurs by Hispanics, by household income, May 2005-June 2006
- Wine
- Capsule summary
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- Figure 69: Consumption of wine by Hispanic origin, May 2005-June 2006
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- Figure 70: Consumption of wine by Hispanics, by nativity, May 2005-June 2006
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- Figure 71: Consumption of wine by Hispanics, by language spoken at home, May 2005-June 2006
- Figure 72: Consumption of wine by Hispanics, by heritage, May 2005-June 2006
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- Figure 73: Consumption of wine by Hispanics, by gender, May 2005-June 2006
- Figure 74: Consumption of wine by Hispanics, by region, May 2005-June 2006
- Other alcoholic beverages
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- Figure 75: Consumption of other alcoholic beverages, by Hispanics and non-Hispanics, May 2005-June 2006
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- Figure 76: Consumption of other alcoholic beverages by Hispanics, by nativity, May 2005-June 2006
- Figure 77: Consumption of other alcoholic beverages by Hispanics, by gender, May 2005-June 2006
Future Trends
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- Hispanics are going to catch up with the obesity trend
- Role of Spanish language in retailing, marketing and beverage labeling still needs to expand
- Favorite Hispanic flavors are going to gain popularity
Appendix: GNPD Trends; Menu Insights Trends; New Product Briefs
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- GNPD Hispanic beverage trends
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- Figure 78: Number of new product beverage flavors and Hispanic-inspired flavors, 2002-06
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- Figure 79: Number of new beverages targeted specifically at Hispanics, 2002-06
- Menu Insights Trends
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- Figure 80: Number of health claims on menu items in Mexican restaurants, Q1 2005 through Q3 2006
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