Table of Contents
Executive Summary
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- Hispanics overindex on spending on non-alcoholic beverages and milk
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- Figure 1: Average expenditures for non-alcoholic beverages and milk, by Hispanic and non-Hispanic households, indexed to all households based on three-year rolling averages, 2013
- Hispanics like variety in what they drink
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- Figure 2: Hispanics’ past month purchases of non-alcoholic beverages, August 2014
- Beverages are either healthy, good for the family, or for someone like me
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- Figure 3: Correspondence Analysis for non-alcoholic beverages among Hispanics, August 2014
- As Hispanics get older, their homes transition from whole milk to low fat milk
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- Figure 4: Types of milk that Hispanics drink, by age, April 2013-June 2014
- Hispanics like variety in the flavors of fruit juices or drinks they consume
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- Figure 5: Flavors of fruit juice or drinks that Hispanics drink, April 2013-June 2014
- Ground or whole bean coffee versus instant coffee
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- Figure 6: Types of coffee that Hispanics drink, April 2013-June 2014
- Herbal teas more appealing to Spanish-dominant Hispanics; regular blend to English-dominant
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- Figure 7: Types of regular tea that Hispanics drink, by language spoken at home, April 2013-June 2014
- Flavor trumps everything else when deciding what to purchase
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- Figure 8: Important factors for Hispanics when purchasing non-alcoholic beverages for their families, August 2014
- Hispanics shop at different places depending on their level of acculturation
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- Figure 9: Places where Hispanics purchase non-alcoholic beverages, August 2014
- What we think
Issues and Insights
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- Are Hispanics switching to healthier beverages with fewer calories?
- The issues
- The implications
- How to buck tradition? How to get noticed?
- The issues
- The implications
Trend Application
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- Trend: Help Me Help Myself
- Trend: Extend My Brand
- Trend: Factory Fear
Hispanic Expenditures on Non-Alcoholic Beverages
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- Key points
- Hispanics’ expenditures on non-alcoholic beverages stagnant
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- Figure 10: Average expenditures by Hispanic households for non-alcoholic beverages and milk, at current prices, three-year rolling averages, 2008-13
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- Figure 11: Average expenditures by Hispanic households for non-alcoholic beverages (excluding milk), at current prices, three-year rolling averages, 2008-13
- Figure 12: Average expenditures by Hispanic households for milk, at current prices, three-year rolling averages, 2008-13
- Hispanics overindex on spending on non-alcoholic beverages and milk
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- Figure 13: Average expenditures for non-alcoholic beverages and milk, by Hispanic and non-Hispanic households, indexed to all households based on three-year rolling averages, 2013
Innovations and Innovators
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- Coca-Cola Life
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- Figure 14: Coca-Cola Life, September 2014
- Mountain Farmer's Cocoa Milk Drink
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- Figure 15: Mountain Farmer's Cocoa Milk Drink by Billa, October 2014
- Orange and Carrot Juice by Jumex
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- Figure 16: Orange and Carrot Juice by Jumex, October 2014
- Real Fruit Power Greetings by Dabur
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- Figure 17: Real Fruit Power Greetings by Dabur, October 2014
- Zombie Survival Can Energy Drink
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- Figure 18: Zombie Survival Can Energy Drink by Boston America, October 2014
Marketing Strategies
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- Promoting trial, having a presence where Hispanics are
- Relating to Hispanics culturally
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- Figure 19: Pepsi “Now is what you make it” Commercial, April 2014
- Figure 20: Pepsi “Omar Bravo Bodega” Commercial, July 2014
- Telling your strengths and what makes you different
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- Figure 21: Sunny D “Poor Soda” Commercial, June 2013
Hispanics and Non-Alcoholic Beverages
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- Key points
- Hispanic like variety in what they drink
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- Figure 22: Hispanics’ past month purchases of non-alcoholic beverages, August 2014
- Hispanics perceive they are buying more beverages in most categories
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- Figure 23: Hispanics’ change in purchases over the last year – Any increase, August 2014
- Beverages are either healthy, good for the family, or for someone like me
- Correspondence analysis methodology
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- Figure 24: Correspondence Analysis for non-alcoholic beverages among Hispanics, August 2014
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- Figure 25: Descriptions Hispanics associate associations with non-alcoholic beverages, August 2014
Bottled Water
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- Key points
- Bottled water is seen as healthy and convenient
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- Figure 26: Hispanics’ past month purchases of bottled water, by age, August 2014
- Figure 27: Hispanics’ past month purchases of bottled water, by level of acculturation, August 2014
- Increase in purchases of bottled water higher among younger and middle-aged Hispanics
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- Figure 28: Hispanics’ change in purchases of bottled water over the last year – Any change, by age, August 2014
- Bottled water market has strong regional players
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- Figure 29: Brands of non-carbonated bottled water that Hispanics drank in the past 7 days, by region, April 2013-June 2014
Dairy Milk
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- Key points
- Milk purchases are driven by children in the household
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- Figure 30: Hispanics’ past month milk purchases, by age, August 2014
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- Figure 31: Hispanics’ past month milk purchases, by level of acculturation, August 2014
- Less acculturated Hispanics buying more milk than a year ago
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- Figure 32: Hispanics’ change in purchases of dairy milk over the last year – Any change, by age, August 2014
- Figure 33: Hispanics’ change in purchases over the last year – Any change, by level of acculturation, August 2014
- As Hispanics get older, there is a transition from whole milk to low fat milk
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- Figure 34: Types of milk that Hispanic households drink, by age, April 2013-June 2014
Fruit Juice and Juice Drinks
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- Key points
- For Hispanics, fruit juices are nutritious and have less sugar
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- Figure 35: Hispanics’ past month fruit juice and juice drinks purchases, by level of acculturation, August 2014
- Younger, unacculturated Hispanics buying more than a year ago
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- Figure 36: Hispanics’ change in purchases of 100% fruit juice and juice drinks over the last year – Any change, by age, August 2014
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- Figure 37: Hispanics’ change in purchases over the last year – Any change, by level of acculturation, August 2014
- Orange juice consumption is common in Hispanic households
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- Figure 38: Hispanic households’ consumption of orange juice in bottles, cans, or cartons, by language spoken at home, April 2013-June 2014
- In a fragmented market, Tropicana has a comfortable lead in some regions
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- Figure 39: Brands of orange juice that Hispanic households drink, by region, April 2013-June 2014
- Two thirds of Hispanic households drink fruit juices or drinks besides orange juice
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- Figure 40: Hispanic households’ consumption of fruit juices and drinks (other than orange), by household income, April 2013-June 2014
- Hispanics drink multiple flavors
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- Figure 41: Flavors of fruit juice or drinks that Hispanic households drink, by language spoken at home, April 2013-June 2014
Regular Soda
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- Key points
- Regular soda maintains its appeal among Hispanics
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- Figure 42: Hispanics’ past month regular soda purchases, by age, August 2014
- While some Hispanics purchased less regular soda, the net is positive
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- Figure 43: Hispanics’ change in purchases of regular soda over the last year – Any change, by age, August 2014
- Figure 44: Hispanics’ change in purchases of regular soda over the last year – Any change, by level of acculturation, August 2014
- Coca-Cola Classic extremely popular among Spanish-dominant, bilingual Hispanics
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- Figure 45: Brands of regular soda drinks that Hispanics drank in the past 7 days, by language spoken at home, April 2013-June 2014
Diet Soda
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- Key points
- Diet sodas become more appealing as household income increases
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- Figure 46: Hispanics’ past month diet soda purchases, by household income, August 2014
- Consumption of non-cola diet beverages minimal among Hispanics
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- Figure 47: Brands of diet soda drinks that Hispanics drank in the past 7 days, by language spoken at home, April 2013-June 2014
Sports Drinks
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- Key points
- Sports drinks appeal to Hispanic men younger than 45
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- Figure 48: Hispanics’ past month sports drinks purchases, by age, August 2014
- Hispanics buying more sports drinks than a year ago
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- Figure 49: Hispanics’ change in purchases of sports drinks over the last year – Any change, by age, August 2014
- Older Hispanics less likely to try different brands
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- Figure 50: Brands of thirst quencher and sports/activities drinks that Hispanics drink, by age, April 2013-June 2014
- Powerade consumption increases as more English is spoken
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- Figure 51: Brands of thirst quencher and sports/activities drinks that Hispanics drink, by language spoken at home, April 2013-June 2014
Energy Drinks/Energy Shots
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- Key points
- Energy drinks/shots appeal to 18-44-year-old Hispanics
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- Figure 52: Hispanics’ past month energy drinks/shots purchases, by gender, August 2014
- Figure 53: Hispanics’ past month energy drinks/shots purchases, by age, August 2014
- Red Bull and Monster Energy top brands among Hispanics
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- Figure 54: Brands of energy drinks or shots that Hispanics drink, by language spoken at home, April 2013-June 2014
Coffee
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- Key points
- Passion for coffee is developed as Hispanics mature
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- Figure 55: Hispanics’ past month coffee purchases, by age, August 2014
- Younger Hispanics purchase more coffee than a year ago; older Hispanics are mature coffee drinkers
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- Figure 56: Hispanics’ change in purchases of coffee over the last year – Any change, by age, August 2014
- Ground or whole bean coffee versus instant coffee
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- Figure 57: Types of coffee that Hispanic households drink, by language spoken at home, April 2013-June 2014
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- Figure 58: Types of coffee that Hispanic households drink, by region, April 2013-June 2014
- Folgers most popular ground coffee brand everywhere but in the Northeast
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- Figure 59: Brands of ground coffee that Hispanic households drink, by region, April 2013-June 2014
- Nescafe and Folgers make it to Hispanics’ instant coffee cups
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- Figure 60: Brands of instant coffee that Hispanic households drink, by region, April 2013-June 2014
- The debate about espresso/cappuccino brands is more polarized among Hispanics
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- Figure 61: Brands of espresso/cappuccino that Hispanic households drink, by region, April 2013-June 2014
Tea
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- Key points
- Tea is seen as a healthy product
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- Figure 62: Hispanics’ past month tea purchases, by age, August 2014
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- Figure 63: Hispanics’ past month tea purchases, by level of acculturation, August 2014
- Herbal teas more appealing to Spanish-dominant Hispanics; regular blend to English-dominant
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- Figure 64: Types of regular tea that Hispanic households drink, by language spoken at home, April 2013-June 2014
- Lipton most popular brand among Hispanics
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- Figure 65: Brands of regular tea that Hispanic households drink, by language spoken at home, April 2013-June 2014
Important Factors When Purchasing Non-Alcoholic Beverages for the Family
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- Key points
- Flavor trumps everything else when deciding what to purchase
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- Figure 66: Important factors for Hispanics when purchasing non-alcoholic beverages for their families, August 2014
- Thinking about others
- Hispanic women more likely to think about others when deciding what beverages to purchase
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- Figure 67: Importance of others for Hispanics when purchasing non-alcoholic beverages for their families, by gender, August 2014
- Unacculturated Hispanics more democratic in how they decide what beverage to buy
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- Figure 68: Importance of others for Hispanics when purchasing non-alcoholic beverages for their families, by level of acculturation, August 2014
- Benefits
- Benefit claims resonate more with unacculturated Hispanics
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- Figure 69: Benefits that Hispanics look for when purchasing non-alcoholic beverages for their families, by level of acculturation, August 2014
- Fitting with current diet
- Low calories resonate more with Hispanic women
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- Figure 70: Importance of diet for Hispanics when purchasing non-alcoholic beverages for their family, by gender, August 2014
- Interest in controlling calories increases with age
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- Figure 71: Importance of diet for Hispanics when purchasing non-alcoholic beverages for their family, by age, August 2014
- Unacculturated Hispanics dilemma
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- Figure 72: Importance of diet for Hispanics when purchasing non-alcoholic beverages for their family, by level of acculturation, August 2014
- Habits
- Regardless of age, habits are habits
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- Figure 73: Importance of traditions for Hispanics when purchasing non-alcoholic beverages for your family, by age, August 2014
- Unacculturated Hispanics value their comfort zone
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- Figure 74: Importance of traditions for Hispanics when purchasing non-alcoholic beverages for your family, by level of acculturation, August 2014
- Natural
- All-natural beverages are important, but with caveats
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- Figure 75: Importance of the natural for Hispanics when purchasing non-alcoholic beverages for their families, by age, August 2014
- Unacculturated Hispanics more interested in natural beverages, but face constraints
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- Figure 76: Importance of the natural for Hispanics when purchasing non-alcoholic beverages for their families, by level of acculturation, August 2014
Where Hispanics Purchase Non-Alcoholic Beverages
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- Key points
- Income dictates where Hispanics purchase non-alcoholic beverages
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- Figure 77: Places where Hispanics purchase non-alcoholic beverages, by household income, August 2014
- Hispanic shop at different places depending on their level of acculturation
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- Figure 78: Places where Hispanics purchase non-alcoholic beverages, by level of acculturation, August 2014
Buying Power of US Hispanics
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- Key points
- Hispanics’ purchasing power growth between 1990 and 2018 is projected to be 666%
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- Figure 79: Purchasing power, by race/Hispanic origin, 1990-2018
- Figure 80: Purchasing power, by race/Hispanic origin, 1990-2018
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- Figure 81: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2013
- Figure 82: Top 10 states ranked by dollar amount of Hispanic buying power, 2013
- US household income distribution
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- Figure 83: Median household income, by race and Hispanic origin of householder, 2012
Demographic Profile of US Hispanics
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- Key points
- Population trends
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- Figure 84: Population by race and Hispanic origin, 2009-19
- Figure 85: Population, by race and Hispanic origin, 1970-2020
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- Figure 86: Asian, Black, and Hispanic populations, 1970-2020
- Hispanic share of births
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- Figure 87: Distribution of births, by race and Hispanic origin of mother, 2002-12
- The Hispanic and total US population by age
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- Figure 88: Hispanic share of the population, by age, 2009-19
- The Hispanic and total US population by gender
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- Figure 89: Population, by gender and Hispanic origin, 2009-19
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- Figure 90: Age distribution of women, by Hispanic origin, 2014
- Figure 91: Age distribution of men, by Hispanic origin, 2014
- Characteristics
- Marital status
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- Figure 92: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
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- Figure 93: Marital status of Hispanics, by age, 2013
- Figure 94: Gender ratio, by age and Hispanic origin, 2014
- Household size
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- Figure 95: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
- Children in the household
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- Figure 96: Households, by presence and ages of own children, 2013
- Generations
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- Figure 97: Generations, by Hispanic origin, 2014
- Figure 98: Distribution of generations by race and Hispanic origin, 2014
- Hispanics by country of origin/heritage
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- Figure 99: Hispanic population, by country of origin/heritage
- Mexicans (63% of US Hispanics)
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- Figure 100: Number of tortilla-related products launched per year in the US, 1996-2013
- Puerto Ricans (9% of US Hispanics)
- Cubans (4% of US Hispanics)
- Dominicans (3% of US Hispanics)
- Central Americans (8% of US Hispanics)
- South Americans (5% of US Hispanics)
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- Figure 101: US Hispanic population, by country of origin/heritage, 2000-10
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- Figure 102: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Hispanics by geographic concentration
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- Figure 103: Hispanic population, by region of residence, 2000-10
- Figure 104: Hispanic or Latino population as a percentage of total population by county, 2010
- States with the most Hispanic population growth
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- Figure 105: States ranked by change in Hispanic population, 2000-10
- Figure 106: Percent change in Hispanic or Latino population by county, 2000-10
- Key Hispanic metropolitan areas
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- Figure 107: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
- Hispanics online
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- Figure 108: Internet use among Hispanics aged 18+, 2013
Acculturation
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- What is acculturation?
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- Figure 109: Acculturation diagram
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- Figure 110: Variables that affect acculturation
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 111: Characteristics of primary acculturation levels
- What is retroacculturation?
Appendix – Other Useful Consumer Tables
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- Past month purchases
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- Figure 112: Hispanics’ past month purchases of non-alcoholic beverages, by gender, August 2014
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- Figure 113: Hispanics’ past month purchases of non-alcoholic beverages, by age, August 2014
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- Figure 114: Hispanics’ past month purchases of non-alcoholic beverages, by household income, August 2014
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- Figure 115: Hispanics’ past month purchases of non-alcoholic beverages, by language spoken in home, August 2014
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- Figure 116: Hispanics’ past month purchases of non-alcoholic beverages, by level of acculturation, August 2014
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- Figure 117: Hispanics’ past month purchases of non-alcoholic beverages, by parental status, August 2014
- Milk
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- Figure 118: Types of milk that Hispanics drink, by household income, April 2013-June 2014
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- Figure 119: Types of milk that Hispanics drink, by language spoken at home, April 2013-June 2014
- Fruit juice and juice drinks
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- Figure 120: Hispanic households’ consumption of orange juice in bottles, cans, or cartons, by household income, April 2013-June 2014
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- Figure 121: Brands of orange juice that Hispanic households drink, by household income, April 2013-June 2014
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- Figure 122: Brands of orange juice that Hispanic households drink, by language spoken at home, April 2013-June 2014
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- Figure 123: Hispanic households’ consumption of fruit juices and drinks (other than orange), by language spoken at home, April 2013-June 2014
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- Figure 124: Hispanic households’ consumption of fruit juices and drinks (other than orange), by region, April 2013-June 2014
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- Figure 125: Flavors of fruit juice or drinks that Hispanic households drink, by household income, April 2013-June 2014
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- Figure 126: Flavors of fruit juice or drinks that Hispanic households drink, by region, April 2013-June 2014
- Coffee
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- Figure 127: Brands of ground coffee that Hispanic households drink, by language spoken at home, April 2013-June 2014
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- Figure 128: Brands of instant coffee that Hispanic households drink, by language spoken at home, April 2013-June 2014
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- Figure 129: Brands of espresso/cappuccino that Hispanic households drink, by language spoken at home, April 2013-June 2014
- Regular soda
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- Figure 130: Brands of regular soda drinks that Hispanics drank in the past 7 days, by age, April 2013-June 2014
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- Figure 131: Brands of regular soda drinks that Hispanics drank in the past 7 days, by language spoken at home, April 2013-June 2014
- Tea
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- Figure 132: Types of regular tea that Hispanic households drink, by age, April 2013-June 2014
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- Figure 133: Types of regular tea that Hispanic households drink, by household income, April 2013-June 2014
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- Figure 134: Brands of regular tea that Hispanic households drink, by age, April 2013-June 2014
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- Figure 135: Brands of regular tea that Hispanic households drink, by household income, April 2013-June 2014
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- Figure 136: Brands of regular tea that Hispanic households drink, by region, April 2013-June 2014
- Energy drinks/Energy shots
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- Figure 137: Brands of energy drinks or shots that Hispanics drink, by gender, April 2013-June 2014
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- Figure 138: Brands of energy drinks or shots that Hispanics drink, by age, April 2013-June 2014
- Diet soda
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- Figure 139: Brands of diet soda drinks that Hispanics drank in the past 7 days, by gender, April 2013-June 2014
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- Figure 140: Brands of diet soda drinks that Hispanics drank in the past 7 days, by age, April 2013-June 2014
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- Figure 141: Brands of diet soda drinks that Hispanics drank in the past 7 days, by household income, April 2013-June 2014
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- Figure 142: Brands of diet soda drinks that Hispanics drank in the past 7 days, by region, April 2013-June 2014
- Important factors when purchasing non-alcoholic beverages for your family
- Thinking about others
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- Figure 143: Importance of others for Hispanics when purchasing non-alcoholic beverages for their families, by age, August 2014
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- Figure 144: Importance of others for Hispanics when purchasing non-alcoholic beverages for their families, by household income, August 2014
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- Figure 145: Importance of others for Hispanics when purchasing non-alcoholic beverages for their families, by language spoken in home, August 2014
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- Figure 146: Importance of others for Hispanics when purchasing non-alcoholic beverages for their families, by parental status, August 2014
- Benefits
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- Figure 147: Benefits that Hispanics look for when purchasing non-alcoholic beverages for their families, by gender, August 2014
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- Figure 148: Benefits that Hispanics look for when purchasing non-alcoholic beverages for their families, by age, August 2014
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- Figure 149: Benefits that Hispanics look for when purchasing non-alcoholic beverages for their families, by household income, August 2014
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- Figure 150: Benefits that Hispanics look for when purchasing non-alcoholic beverages for their families, by language spoken in home, August 2014
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- Figure 151: Benefits that Hispanics look for when purchasing non-alcoholic beverages for their families, by parental status, August 2014
- Fitting with current diet
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- Figure 152: Importance of diet for Hispanics when purchasing non-alcoholic beverages for their family, by household income, August 2014
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- Figure 153: Importance of diet for Hispanics when purchasing non-alcoholic beverages for their family, by language spoken in home, August 2014
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- Figure 154: Importance of diet for Hispanics when purchasing non-alcoholic beverages for their family, by parental status, August 2014
- Habit
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- Figure 155: Importance of traditions for Hispanics when purchasing non-alcoholic beverages for your family, by gender, August 2014
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- Figure 156: Importance of traditions for Hispanics when purchasing non-alcoholic beverages for your family, by household income, August 2014
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- Figure 157: Importance of traditions for Hispanics when purchasing non-alcoholic beverages for your family, by language spoken in home, August 2014
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- Figure 158: Importance of traditions for Hispanics when purchasing non-alcoholic beverages for your family, by parental status, August 2014
- Natural
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- Figure 159: Importance of the natural for Hispanics when purchasing non-alcoholic beverages for their families, by gender, August 2014
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- Figure 160: Importance of the natural for Hispanics when purchasing non-alcoholic beverages for their families, by household income, August 2014
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- Figure 161: Importance of the natural for Hispanics when purchasing non-alcoholic beverages for their families, by language spoken in home, August 2014
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- Figure 162: Importance of the natural for Hispanics when purchasing non-alcoholic beverages for their families, by parental status, August 2014
- Places where Hispanics purchase non-alcoholic beverages
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- Figure 163: Places where Hispanics purchase non-alcoholic beverages, by gender, August 2014
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- Figure 164: Places where Hispanics purchase non-alcoholic beverages, by age, August 2014
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- Figure 165: Places where Hispanics purchase non-alcoholic beverages, by language spoken in home, August 2014
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- Figure 166: Places where Hispanics purchase non-alcoholic beverages, by parental status, August 2014
Appendix: Trade Associations
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