Numbering 38.8 million in 2002, Hispanics are now the largest minority group in the United States, growing 67.5% between 1990 and 2002, compared to only 8.1% growth among the rest of the population. If the Hispanic population keeps growing at this rate, by 2012, nearly one in five U.S. residents will be classified as Hispanic.

It is becoming increasingly vital for businesses to adapt to this changing American demographic and address the specific lifestyle trends of the Hispanic consumer. The latest series from Mintel Reports studies Hispanic attitudes and behavior across several industries, comparing the preferences and choices of Hispanic groups to each other and to the population as a whole.

Hispanics and Drink

Hispanic preferences in drink are sometimes different from those of other ethnic groups, with similarities in some areas but clear and distinct differences in others. Based on certain demographic variables, Mintel examines these differences and similarities, revealing patterns that can be considered when formulating marketing or product development strategy. One prevalent phenomenon is acculturation, which is the cultural modification observed in groups that have immigrated to the U.S. Acculturation can be found when comparing drink preferences to the amount of time Hispanics have lived in the U.S.

For the purposes of comparing food preferences and purchasing behavior among Hispanics, we have considered the following demographic variables:

-- native-born versus immigrant

-- language spoken at home (which is partially a measure of acculturation)

-- heritage (Mexican, Cuban, Puerto Rican, etc.)

-- household income

-- presence of children

-- region

Mintel's Research into Hispanics in the U.S.

For a complete look at the Hispanic culture in the United States, turn to Mintel. Our series of eight reports begins with a detailed look at Hispanic demographics, demonstrating population distribution, income levels and employment patterns, along with growth factors such as immigration patterns and fertility rates. Other reports examine Hispanic preferences and behavior in different markets such as food and personal care.

Reports include:

Hispanic Demographics, May 2003

Hispanics and Household Products, July 2003

Hispanic Spending Patterns, August 2003

Hispanic Food, Volume I, September 2003

Hispanic Food, Volume II, October 2003

Hispanic Food, Volume III, November 2003

Hispanic Drink, December 2003

Hispanic Entertainment, December 2003

Hispanics and the Internet, January 2004

Hispanics and Personal Care, February 2004