Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The consumer
- Coffee and tea
- Milk
- Soft drinks
- Juices
- Bottled water, energy and sports drinks, and smoothies
- The shopping experience
- Marketing strategies
- U.S. Hispanic population
Insights and Opportunities
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- Functional beverages speak Spanish
- Diet and sugar-free beverages have a growing opportunity
Inspire Insights
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- Trend: “Mood to Order”
- Trend: “Retired for Hire”
The Consumer
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- Key points
- Household expenditure
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- Figure 1: Average expenditures by consumer units on non-alcoholic beverages, by Hispanic and non-Hispanic, 2006-10
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- Figure 2: Indexed average expenditures for non-alcoholic beverages, by Hispanic and non-Hispanics, 2006-10
- Types of beverage preferred by adults
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- Figure 3: Types of beverage preferred by consumers, by race/Hispanic origin, July 2010-September 2011
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- Figure 4: Nestlé USA, aguas frescas, August 2011
- Highly energized teens
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- Figure 5: Types of beverage preferred by teens, by race/Hispanic origin, April 2010-June 2011
- Types of beverages purchased by Hispanics
- Older Latinas prefer soy milk
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- Figure 6: Types of non-alcoholic beverage purchased by Hispanics in the past month, by gender and age, December 2011
- Tea time
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- Figure 7: Types of non-alcoholic beverage purchased by Hispanics in the past month, by language spoken at home, December 2011
- Attitudes toward beverage choices
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- Figure 8: Correspondence map on attitudes toward beverage choices, December 2011
- Impact of recession on beverage purchase behavior
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- Figure 9: Impact of the recession on beverage purchase behavior, by language spoken at home, December 2011
Coffee and Tea
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- Key points
- Expenditure on coffee and tea
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- Figure 10: Average expenditures by Hispanics and non-Hispanic consumer units on coffee and tea, 2006-10
- Figure 11: Average expenditures by consumer units on coffee and tea, indexed to all consumer units, 2006-10
- Household consumption of coffee and/or tea
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- Figure 12: Consumption of coffee and/or tea, by race/Hispanic origin, July 2010-September 2011
- Hispanics’ consumption of coffee
- Frequency and average per day
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- Figure 13: Likelihood of drinking coffee and frequency, by age, December 2011
- Caribbeans consume the most coffee
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- Figure 14: Average number of cups of coffee drank by Hispanic consumers on an average day, by country of origin, December 2011
- Types of coffee consumed and changes in consumption
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- Figure 15: Types of coffee drank by Hispanic consumers and changes in consumption, by number of cups of coffee consumed, December 2011
- Attitudes toward coffee
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- Figure 16: Attitudes toward coffee, by language spoken in the home, December 2011
- Instant coffee
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- Figure 17: Likelihood of household consumption of instant coffee (no sweetener or cream added) and preferred brands, by language spoken in the home, July 2010-September 2011
- Iced tea
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- Figure 18: Likelihood of consuming iced tea (ready-to-drink) and preferred brands, by language spoken in home, July 2010-September 2011
- Tomandote iced tea
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- Figure 19: Tomandote, Iced teas, 2008
Milk
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- Key points
- Household consumption of milk
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- Figure 20: Likelihood of consuming milk and average number of cups or glasses of milk consume per household, by race/Hispanic origin, July 2010-September 2011
- Types of milk consumed
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- Figure 21: Type of milk (liquid in bottles and cartons) consumed by Hispanic households, by the presence of children in household, July 2010-September 2011
- Hispanics’ attitudes toward milk and protein beverages
- Soy milk is considered healthy
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- Figure 22: Hispanics’ attitudes toward milk and protein beverage choices, by type of beverage, December 2011
- Energy, excitement, and convenience
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- Figure 23: Attitudes toward milk and protein beverage choices by type of beverage, by language spoken in the home, December 2011
- Non-dairy cream substitutes
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- Figure 24: Likelihood of household consumption of non-dairy cream substitutes (to put in coffee or on cereal) and preferred brands, by race/Hispanic origin, July 2010-September 2011
Soft Drinks
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- Key points
- Carbonated beverages
- Expenditure on carbonated beverages
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- Figure 25: Average expenditures by Hispanics and non-Hispanic consumer units on carbonated beverages, 2006-10
- Figure 26: Average expenditures by consumer units on carbonated beverages, indexed to all consumer units, 2006-10
- Carbonated beverages
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- Figure 27: Types of beverage preferred by consumers, by race/Hispanic origin, July 2010-September 2011
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- Figure 28: Types of beverage preferred by Hispanic consumers, by language spoken in the home, July 2010-September 2011
- Cola beverage brands
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- Figure 29: Regular cola drinks (carbonated, non-diet) and brands consumed by Hispanics in the last seven days, by language spoken in the home, July 2010-September 2011
- Non-cola brands
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- Figure 30: Other regular carbonated (non-cola) soft drinks (non-diet) consumed by Hispanics in the last seven days, by language spoken in the home, July 2010-September 2011
- Diet/sugar-free carbonated beverages
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- Figure 31: Diet or sugar-free cola and non-cola drinks (carbonated) consumed by Hispanics, by language spoken in home, July 2010-September 2011
- Powdered soft drinks
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- Figure 32: Household consumption of powdered soft drinks and preferred brands, by race/Hispanic origin, July 2010-September 2011
- Figure 33: Kool-Aid, Aguas Frescas, March 2008
Juices
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- Key points
- Expenditure on fruit and vegetable juices
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- Figure 34: Average expenditures by Hispanics and non-Hispanic consumer units on fruit and vegetable juices, 2006-10
- Figure 35: Average expenditures by consumer units on fruit and vegetable juices, indexed to all consumer units, 2006-10
- Household consumption of juices
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- Figure 36: Household consumption of juices, by race/Hispanic origin, July 2010-September 2011
- Orange juice
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- Figure 37: Household consumption of orange juice in bottles, cans, or cartons and preferred brands, by language spoken in the home, July 2010-September 2011
- Other fruit juices and drinks
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- Figure 38: Household consumption of other fruit juices and drinks (excluding carbonated drinks, orange, tomato, and vegetable juice) and preferred brands, by language spoken in the home, July 2010-September 2011
- Preferred flavors
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- Figure 39: Preferred flavors of other fruit juices and drinks (excluding carbonated drinks, orange, tomato, and vegetable juice), by heritage respondent, July 2010-September 2011
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- Figure 40: Dole Sensatión, Lemon Lime, March 2010
Bottled Water, Energy and Sports Drinks, and Smoothies
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- Key points
- Waters
- Older Hispanics prefer sparkling waters
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- Figure 41: Types of bottled water consumed by Hispanics, by gender and age, July 2010-September 2011
- Spanish-dominants more likely to consume sparkling waters
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- Figure 42: Likelihood of consuming sparkling water/seltzers/natural sodas and type, by language spoken in home, July 2010-September 2011
- Energy drinks
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- Figure 43: Likelihood of consuming energy drinks and preferred brans, by gender and age, July 2010-September 2011
- Thirst quencher and sports/activity drinks
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- Figure 44: Likelihood of consuming thirst quencher and sports/activity drinks and preferred brands, by gender and age, July 2010-September 2011
- Drinkable yogurt and smoothies
- Younger Latinas most likely to consume drinkable yogurt and smoothies
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- Figure 45: Likelihood of consuming yogurt and/or smoothies and type, by gender and age, July 2010-September 2011
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- Figure 46: El Mexicano, smoothie/licuado, 2011
- Cubans are the most likely to consume smoothies
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- Figure 47: Likelihood of consuming yogurt and/or smoothies by heritage-respondent, July 2010-September 2011
The Shopping Experience
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- Key points
- Product characteristics that impact purchasing decisions
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- Figure 48: Level of importance of product characteristics when making a purchasing decision, by language spoken at home, December 2011
- Retail channels
- The impact of language on retail preferences
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- Figure 49: Preferred retailer when purchasing non-alcoholic beverages, by language spoken at home, December 2011
- Larger households look for value propositions
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- Figure 50: Preferred retailer when purchasing non-alcoholic beverages, by number of person/people per household, December 2011
- Young adults more likely to purchase at c-stores
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- Figure 51: Preferred retailer when purchasing non-alcoholic beverages, by age, December 2011
- Beverages purchased at convenience stores
- Larger households might not always have savings in mind
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- Figure 52: Non-alcoholic beverages purchased at convenience stores by Hispanic consumers, by number of person/people in the household, December 2011
- English-dominants lean toward soft drinks
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- Figure 53: Non-alcoholic beverages purchased at convenience stores by Hispanic consumers, by language spoken at home, December 2011
Marketing Strategies
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- Key points
- TV advertising
- Toma Leche
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- Figure 54: Toma Leche, TV ad, February 2012
- Dole Sensatión
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- Figure 55: Dole Sensatión Natural Juices, TV ad, February 2012
- Gatorade
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- Figure 56: Gatorade, TV ad, September 2011
- Goya
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- Figure 57: Goya frozen fruit pulp, TV ad, August 2011
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- Figure 58: Goya nectar juice, TV ad, February 2012
- Maxwell House
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- Figure 59: Maxwell House, TV ad, February 2012
- Online strategies
- Coca-Cola
- Pepsi
- Jarritos
U.S. Hispanic Population
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- Key facts
- U.S. population by race/Hispanic origin
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- Figure 60: Population, by race/Hispanic origin, 1970-2020
- Figure 61: Asian, Black, and Hispanic populations, 1970-2020
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- Figure 62: Population, by race and Hispanic origin, 2006-16
- The Hispanic and non-Hispanic population
- The Hispanic and total U.S. population by age
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- Figure 63: U.S. Hispanic population, by age, 2006-16
- Figure 64: U.S. Population, by age, 2006-16
- Hispanic purchasing power
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- Figure 65: U.S. Purchasing power, by race/Hispanic origin, 1990-2015
- Figure 66: Graph: Purchasing power, by race/Hispanic origin, 1990-2015
- U.S. household income distribution
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- Figure 67: Median household income, by race and Hispanic origin of householder, 2010
- Hispanic income levels
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- Figure 68: Largest Hispanic states, by Hispanic disposable income, 2010
- Generations
- Hispanics by generation
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- Figure 69: U.S. population by Hispanic origin, and by generation, 2011
- Figure 70: Fertility rate, by race and Hispanic origin of mother, 1998-2008
- The Hispanic household
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- Figure 71: Average household size, by Hispanic origin/race of householder, 2001 and 2008
- Figure 72: Households, by number of persons in the household—Hispanics vs. all households, 2009
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- Figure 73: Households with children by race and Hispanic origin of householder, 2011
- Figure 74: Households, by race of householder and presence and ages of children, 2011
- Hispanics by country of origin/heritage
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- Figure 75: Hispanic population by type, 2000-10
- Figure 76: Graph: Hispanics, by country of origin/heritage, 2010
- Hispanics by geographic concentration
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- Figure 77: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
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- Figure 78: Hispanic population, by region of residence, 2000-10
- Figure 79: Graph: Hispanic population, by region, 2010
- Figure 80: 10 places* with highest number of Hispanics, 2010
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- Figure 81: 10 places* with the largest share of Hispanics, 2010
- States with the most Hispanic population growth
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- Figure 82: Five states with the greatest percentage of Hispanic growth, 2000-10
- Key Hispanic metropolitan areas
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- Figure 83: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-08
- Figure 84: U.S. Hispanic households, by metropolitan status 2006-11
- Acculturation
- What is acculturation?
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 85: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retro-acculturation?
Appendix—Other Useful Information
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- Expenditure data
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- Figure 86: Average expenditures by Hispanic non-Hispanic consumer units on non-alcoholic beverages, by segment, 2006-10
- Consumer tables
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- Figure 87: Impact of the recession on beverage purchase behavior, by household income, December 2011
- Figure 88: Types of coffee drank by Hispanic consumers and changes in consumption, by language spoken in the home, December 2011
- Figure 89: Hispanic household consumption of dairy and non-dairy beverages, by presence of children in household, July 2010-September 2011
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- Figure 90: Household consumption of other fruit juices and drinks (excluding carbonated drinks, orange, tomato and vegetable juice), by race/Hispanic origin, July 2010-September 2011
- Figure 91: Likelihood of household consumption of instant coffee (no sweetener or cream added) and preferred brands, by heritage respondent, July 2010-September 2011
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- Figure 92: Other carbonated (non-cola) diet sugar-free soft drinks consumed by Hispanics, by language spoken in home, July 2010-September 2011
- Figure 93: Likelihood of consuming energy drinks by heritage-respondent, July 2010-September 2011
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- Figure 94: Prefer brands of energy drinks by heritage-respondent, July 2010-September 2011
Appendix—Trade Associations
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