Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Consumer Expenditure Survey
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
- Generations are discussed within this report, and they are defined as:
Executive Summary
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- Hispanics’ expenditures, they’re spending more than they’re earning
- Puerto Ricans drink O.J., Mexicans prefer vegetable juice
- Hispanics got milk? And sweet milk flavorings
- A hearty coffee-drinking culture
- Carbonated soft drinks are more popular with Hispanics and women
- Thirst for non-alcoholic beverages, bilingual energy drink explosion
- Shopping for non-alcoholic beverages at bodegas and Walmart
- Consuming frequently, age and language factors
- TV ads and in-store promotion make a difference
- Alcoholic beverages
- Hispanic beer kings
- Hispanics prefer red wine and rosés
- Distilled spirits; Puerto Ricans dominate, tequila a favorite
- U.S. Hispanic population
- Demographics
- Acculturation
Insights and Opportunities
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- Acculturated Latinos like to party in Spanglish
- Latinas like it sweet
- A mix of sports, music and guy humor
- Play with language on television
Inspire Insights
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- Trend: Non-standard society
- What's it about?
- What we've seen
- Specifics
- Implications
- Trend: Retro-acculturation
- What's it about?
- What we've seen
- Specifics
- Implications
Hispanics’ Category Expenditures
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- Key points
- Category expenditures
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- Figure 1: Average annual expenditures—Hispanic households, by expenditure category, 2002-10
- Figure 2: Average annual expenditures—non-Hispanic households, by expenditure category, 2002-10
- Distribution of expenditures
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- Figure 3: Average annual distribution of expenditures by categories—Hispanics vs. non-Hispanics, 2008
- Food and beverages
- Average annual expenditures
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- Figure 4: Average annual expenditures on food and beverages—Hispanics vs. non-Hispanics, 2008
- Figure 5: Distribution of average annual expenditures on food and beverages across categories—Hispanics vs. non-Hispanics, 2008
- Food at home
- The Hispanic household eats at home
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- Figure 6: Hispanic households’ change in expenditure on groceries compared to last year, by household size, December 2009
- By household income
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- Figure 7: Hispanic households’ change in expenditure on groceries compared to last year, by household income, December 2009
- By language spoken in the home
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- Figure 8: Hispanic households’ change in expenditure on groceries compared to last year, by language spoken in the home, December 2009
Non-alcoholic Beverage Consumption
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- Key points
- Fruit and vegetable juices
- Hispanics vs. Non-Hispanics
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- Figure 9: Types of fruit and vegetable juice drunk in household—Hispanics vs. non-Hispanics, April 2008-June 2009
- Juice preference by language spoken in the home
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- Figure 10: Types of fruit and vegetable juice drunk in Hispanic households, by language spoken at home, April 2008-June 2009
- Mexicans say Clamato and Puerto Ricans say O.J.
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- Figure 11: Types of fruit and vegetable juice drunk in Hispanic households, by heritage, April 2008-June 2009
- Fruit juices can mostly be found in homes with children
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- Figure 12: Types of fruit and vegetable juice drunk in Hispanic households, by presence of children in household, April 2008-June 2009
- Milk and milk flavorings
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- Figure 13: Types of milk drunk in household—Hispanics vs. non-Hispanics, April 2008-June 2009
- U.S.-born Hispanics prefer chocolate milk
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- Figure 14: Types of milk drunk in Hispanic households, by nativity, April 2008-June 2009
- Spanish-dominant prefer low-fat milk
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- Figure 15: Types of milk drunk in Hispanic households, by language spoken at home, April 2008-June 2009
- Regular/whole milk is preferred by households with children
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- Figure 16: Types of milk drunk in Hispanic households, by presence of children in household, April 2008-June 2009
- Coffee and tea
- Coffee and tea consumption by Hispanics vs. Non-Hispanics
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- Figure 17: Types of coffee and tea drunk in household—Hispanics vs. non-Hispanics, April 2008-June 2009
- More foreign-born Hispanics drink coffee than tea
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- Figure 18: Types of coffee and tea drunk in Hispanic households, by nativity, April 2008-June 2009
- Coffee and tea consumption by language preference
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- Figure 19: Types of coffee and tea drunk in Hispanic households, by language spoken at home, April 2008-June 2009
- Cubans consume the most coffee
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- Figure 20: Types of coffee and tea drunk in Hispanic households, by heritage, April 2008-June 2009
- Higher-income Hispanics drink tea
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- Figure 21: Types of coffee and tea drunk in Hispanic households, by household income, April 2008-June 2009
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- Figure 22: Nescafé Taster’s choice Colombian gourmet packets, 2009
- Carbonated soft drinks
- Hispanics vs. Non-Hispanics
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- Figure 23: Individual consumption of carbonated soft drinks, by type—Hispanics vs. non-Hispanics, April 2008-June 2009
- Foreign-born prefer regular carbonated soft drinks slightly more
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- Figure 24: Hispanics’ individual consumption of carbonated soft drinks, by type, by nativity, April 2008-June 2009
- English-dominant consume more diet carbonated soft drinks
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- Figure 25: Hispanics’ individual consumption of carbonated soft drinks, by type, by language spoken at home, April 2008-June 2009
- Latinas more likely than Latinos to consume carbonated drinks
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- Figure 26: Hispanics’ individual consumption of carbonated soft drinks, by type, by gender, April 2008-June 2009
- Presence of children in the home increases consumption of soft drinks
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- Figure 27: Hispanics’ individual consumption of carbonated soft drinks, by type, by presence of children in household, April 2008-June 2009
- Other non-alcoholic beverages
- Hispanics vs. Non-Hispanics
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- Figure 28: Individual consumption of other non-alcoholic beverages, by type—Hispanics vs. non-Hispanics, April 2008-June 2009
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- Figure 29: Mott’s Clamato juice, Energía, May 2003
- U.S.-born Hispanics drinking non-alcoholic beverages
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- Figure 30: Hispanics’ individual consumption of other non-alcoholic beverages, by type, by nativity, April 2008-June 2009
- Language impacts beverage choices
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- Figure 31: Hispanics’ individual consumption of other non-alcoholic beverages, by type, by language spoken at home, April 2008-June 2009
- Mexicans prefer energy drinks
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- Figure 32: Hispanics’ individual consumption of other non-alcoholic beverages, by type, by heritage, April 2008-June 2009
- Latinas prefer sparkling waters
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- Figure 33: Hispanics’ individual consumption of other non-alcoholic beverages, by type, by gender, April 2008-June 2009
- Homes with children more likely to consume sports/activity drinks
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- Figure 34: Hispanics’ individual consumption of other non-alcoholic beverages, by type, by presence of children in the household, April 2008-June 2009
Shopping for Non-alcoholic Beverages
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- Shopping influencers by age
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- Figure 35: Important product attributes and considerations in purchasing non-alcoholic beverages among Hispanics, by age, December 2009
- Spanish-dominant are the most concerned about ingredients
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- Figure 36: Important product attributes and considerations in purchasing non-alcoholic beverages among Hispanics, by language spoken in the home, December 2009
- Where Hispanics shop for beverages
- A high number of younger Hispanics purchase beverages at gas stations
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- Figure 37: Hispanics’ choice of retail outlets to purchase beverages, by age, December 2009
- High-income Hispanics prefer to shop at supermarkets
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- Figure 38: Hispanics’ choice of retail outlets to purchase beverages, by household income, December 2009
- Spanish-dominant purchase beverages at gas stations at twice the rate of English-dominant
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- Figure 39: Hispanics’ choice of retail outlets to purchase beverages, by language spoken in the home, December 2009
- Purchasing influencers
- Older Hispanics are more brand loyal
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- Figure 40: Important product attributes and considerations in purchasing non-alcoholic beverages among Hispanics, by age, December 2009
- Spanish-dominant prefer Hispanic beverage brands
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- Figure 41: Important product attributes and considerations in purchasing non-alcoholic beverages among Hispanics, by language spoken in the home, December 2009
- Latinos are more brand loyal than Latinas
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- Figure 42: Important product attributes and considerations in purchasing non-alcoholic beverages among Hispanics, by gender, December 2009
- Beverages drunk most often
- Young and old choose milk
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- Figure 43: Non-alchoholic cold beverages drunk most often by Hispanics, by age, December 2009
- Spanish-dominant make healthier beverage choices
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- Figure 44: Non-alchoholic cold beverages drunk most often by Hispanics, by language spoken in the home, December 2009
- Lower-income households favor milk and juices
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- Figure 45: Non-alchoholic cold beverages drunk most often by Hispanics, by household income, December 2009
Alcoholic Beverage Consumption
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- Key points
- Beer
- Hispanics vs. Non-Hispanics
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- Figure 46: Types of beer drunk—Hispanics vs. non-Hispanics, April 2008-June 2009
- Cubans most likely to drink beer
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- Figure 47: Types of beer drunk by Hispanics, by heritage, April 2008-June 2009
- English-dominant Hispanics more likely drinking beer
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- Figure 48: Types of beer drunk by Hispanics, by language spoken at home, April 2008-June 2009
- Latinos twice as likely as Latinas to drink beer
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- Figure 49: Types of beer drunk by Hispanics, by gender, April 2008-June 2009
- Higher-income households a target for beer
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- Figure 50: Types of beer drunk by Hispanics, by household income, April 2008-June 2009
- Distilled spirits
- Hispanics vs. non-Hispanics
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- Figure 51: Types of distilled spirits and cordials/liqueurs drunk—Hispanics vs. non-Hispanics, April 2008-June 2009
- Hispanics focus on tequila and rum
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- Figure 52: Distilled spirits drinks consumed in last 30 days—Hispanics vs. non-Hispanics, April 2008-June 2009
- U.S.-born Hispanics have a higher preference for tequila
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- Figure 53: Types of distilled spirits and cordials/liqueurs drunk by Hispanics, by nativity, April 2008-June 2009
- English-dominant consume almost three times as much distilled spirits
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- Figure 54: Types of distilled spirits and cordials/liqueurs drunk by Hispanics, by language spoken at home, April 2008-June 2009
- Spirit preference determined by country of origin
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- Figure 55: Types of distilled spirits and cordials/liqueurs drunk by Hispanics, by heritage, April 2008-June 2009
- Tequila is preferred by men but Latinas like their vodka
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- Figure 56: Types of distilled spirits and cordials/liqueurs drunk by Hispanics, by gender, April 2008-June 2009
- Younger Hispanics are consuming more distilled spirits
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- Figure 57: Types of distilled spirits and cordials/liqueurs drunk by Hispanics, by age, April 2008-June 2009
- Higher household income key for distilled spirits
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- Figure 58: Types of distilled spirits and cordials/liqueurs drunk by Hispanics, by household income, April 2008-June 2009
- Wine
- Hispanics vs. non-Hispanics
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- Figure 59: Types of wine drunk—Hispanics vs. non-Hispanics, April 2008-June 2009
- Hispanics are red and rosé wine drinkers
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- Figure 60: Imported red, rosé, and white wines drunk—Hispanics vs. non-Hispanics, April 2008-June 2009
- U.S.-born Hispanics prefer domestic wines
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- Figure 61: Types of wine drunk by Hispanics, by nativity, April 2008-June 2009
- English-dominant Hispanics consume more wine
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- Figure 62: Types of wine drunk by Hispanics, by language spoken at home, April 2008-June 2009
- Cubans have the highest level of preference for wine
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- Figure 63: Types of wine drunk by Hispanics, by heritage, April 2008-June 2009
- Latinas have a higher preference for wine than Latinos
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- Figure 64: Types of wine drunk by Hispanics, by gender, April 2008-June 2009
- Other alcoholic beverages
- Hispanics vs. non-Hispanics
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- Figure 65: Types of other alcoholic beverages drunk—Hispanics vs. non-Hispanics, April 2008-June 2009
- U.S.-born Hispanics prefer wine coolers
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- Figure 66: Types of other alcoholic beverages drunk by Hispanics, by nativity, April 2008-June 2009
- Latinas prefer wine coolers
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- Figure 67: Types of other alcoholic beverages drunk by Hispanics, by gender, April 2008-June 2009
Advertising and Promotion
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- Key points
- The influence of advertising and promotion
- Latinas more responsive to television advertising
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- Figure 68: Hispanics’ reasons for purchasing a new non-alcoholic beverage, by gender, December 2009
- Product sampling impacts Spanish-dominant beverage purchases
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- Figure 69: Hispanics’ reasons for purchasing a new non-alcoholic beverage, by language spoken in the home, December 2009
- Younger Hispanics are the most receptive to marketing and advertising
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- Figure 70: Hispanics’ reasons for purchasing a new non-alcoholic beverage, by age, December 2009
- Purchasing influencers
- In-store coupons are driving purchases from Spanish-dominant Hispanics
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- Figure 71: Hispanics purchasing a non-alcoholic beverage through promotion, by language spoken in the home, December 2009
- Younger Hispanics are more likely to try an unfamiliar brand as a result of in-store promotions
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- Figure 72: Hispanics purchasing a non-alcoholic beverage through promotion, by age, December 2009
- Ads targeting the Hispanic drinker
- Tecate
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- Figure 73: Tecate, Man cooking soup, July 2009
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- Figure 74: Tecate light beer, Man & woman talk about their son, April 2009
- Heineken
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- Figure 75: Heineken, Man at bar sees his reflection, March 2010
- Borden milk
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- Figure 76: Borden milk, Selena gomez: Best tasting milk on the planet, March 2010
- Coca-Cola
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- Figure 77: Coca-Cola, Girl playing with doll in house front yard, March 2009
Cluster Analysis
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- Branders
- Triers
- Pricers
- Cluster characteristics
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- Figure 78: Hispanics and beverages clusters, December 2009
- Figure 79: Attitudes towards non-alcoholic beverages, by Hispanics and beverages clusters, December 2009
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- Figure 80: Influencers in trying a new non-alcoholic beverage, by Hispanics and beverages clusters, December 2009
- Figure 81: Reasons for trying a new non-alcoholic drink, by Hispanics and beverages clusters, December 2009
- Cluster demographics
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- Figure 82: Hispanics and beverages clusters, by gender, December 2009
- Figure 83: Hispanics and beverages clusters, by age, December 2009
- Figure 84: Hispanics and beverages clusters, by household income, December 2009
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- Figure 85: Hispanics and beverages clusters, by language spoken in the home, December 2009
- Cluster methodology
U.S. Hispanic Population
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- Key facts
- U.S. population by race/Hispanic origin
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- Figure 86: Population, by race/Hispanic origin, 1970-2020
- Figure 87: Asian, black, and Hispanic populations, 1970-2020
- Figure 88: Population, by race and Hispanic origin, 2004-14
- The Hispanic and non-Hispanic population
- The Hispanic and total U.S. population by age
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- Figure 89: U.S. Hispanic population, by age, 2004-14
- Figure 90: Total U.S. population, by age, 2004-14
- Hispanic purchasing power
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- Figure 91: Purchasing power, by race/Hispanic origin, 2008
- U.S. household income distribution
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- Figure 92: Median household income, by race and Hispanic origin of householder, 2007
- Hispanic income levels
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- Figure 93: Largest Hispanic states, by Hispanic disposable income, 2005
- Hispanics by age
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- Figure 94: Hispanic share of the population, by age, 2004-14
- The Hispanic household
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- Figure 95: Average household size, by Hispanic origin/race of householder, 2001 and 2008
- Figure 96: Households, by number of persons in the household—Hispanics vs. non-Hispanics, 2006
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- Figure 97: Households, by age and presence of children—Hispanics vs. non-Hispanics, 2006
- Generations
- Hispanics by generation
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- Figure 98: Generations—Hispanics vs. non-Hispanics, 2009
- Figure 99: Fertility rate, by race and Hispanic origin of mother, 1996-2006
- Hispanics by country of origin/heritage
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- Figure 100: Hispanic population, by country of origin/heritage, 2007
- Figure 101: Graph: Hispanics, by country of origin/heritage, 2007
- Hispanics by geographic concentration
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- Figure 102: Hispanic population, by region, by country of origin/heritage, 2007
- Figure 103: Graph: Hispanic population, by region, 2007
- Figure 104: Hispanic population in top five states, by country of origin, 2006
- States with greatest Hispanic population growth
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- Figure 105: Hispanic population, states with greatest percentage increase, 2000-06
- Key Hispanic metropolitan areas
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- Figure 106: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2006
- Acculturation
- What is acculturation?
- Why is level of acculturation important?
- Levels of acculturation
- Unacculturated/Enculturated
- Acculturated/Bicultural
- Assimilated
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- Figure 107: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retro-acculturation?
- Retro-acculturation
Appendix: Other Useful Consumer Tables
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- Figure 108: Average annual expenditures—Hispanics vs. non-Hispanics of CU reference person, 2008
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- Figure 109: Average annual expenditures—Hispanics vs. non-Hispanics, indexed to all CUs, 2008
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- Figure 110: Share of aggregate expenditures accounted for—Hispanics vs. non-Hispanics, 2008
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Appendix: Trade Associations
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