Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- There are five types of Hispanic snack consumers
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- Figure 1: Hispanics’ snacking preferences segments, October 2016
- The issues
- Spanish and English-dominant Hispanics represent different challenges
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- Figure 2: Hispanic households’ consumption of snacks, by language spoken at home, July 2015-August 2016
- Hispanic women buy snacks with their families in mind
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- Figure 3: Snack purchase influencers – Family, by gender and age, October 2016
- The majority of Hispanics want more healthy snack options
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- Figure 4: Attitudes toward snacks and health, by age, October 2016
- The opportunities
- Despite Hispanics’ overall youth, the clock is still ticking
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- Figure 5: Snack purchase influencers – Health, by gender and age, October 2016
- Explaining ingredients
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- Figure 6: Attitudes toward snacks and ingredients, by age, October 2016
- Looking for the fertile ground
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- Figure 7: Hispanics’ perception of snacks’ advertising – Great advertising or don’t pay attention, October 2016
- What it means
The Market – What You Need to Know
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- There are five attitudinal segments for Hispanics’ snacking preferences
- A young and bicultural market represents opportunities
- The influence of the family
- Income may keep Hispanics from being too adventurous in the snacks they purchase
- Country of origin impacts snacking preferences
- Additional considerations
Hispanics’ Snacking Preferences Segmentation
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- Five unique segments were identified
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- Figure 8: Hispanics’ snacking preferences segments, October 2016
- Conscious Snackers (16%)
- Who are they?
- The opportunity
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- Figure 9: Profile of Hispanic Conscious Snackers, October 2016
- Therapeutic Snackers (21%)
- Who are they?
- The opportunity
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- Figure 10: Profile of Hispanic Therapeutic Snackers, October 2016
- Averse Snackers (18%)
- Who they are?
- The opportunity
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- Figure 11: Profile of Hispanic Averse Snackers, October 2016
- Indulgent Snackers (24%)
- Who are they?
- The opportunity
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- Figure 12: Profile of Hispanic Indulgent Snackers, October 2016
- Unconcerned Snackers (21%)
- Who are they?
- The opportunity
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- Figure 13: Profile of Hispanic Unconcerned Snackers, October 2016
- Cluster methodology
Market Factors
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- Hispanic market is young and bicultural
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- Figure 14: Population by Hispanic origin and generation share, 2017
- Hispanics live in larger households
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- Figure 15: Average household size, by race and Hispanic origin, 2016
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- Figure 16: Households with related children, by race and Hispanic origin of householder, 2016
- Lower median household income can hinder discretionary spending
- Median household income for Hispanics significantly below national median
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- Figure 17: Median household income, by race and Hispanic origin of householder, 2015
- Figure 18: Median household income, by race/Hispanic origin of householder, in inflation-adjusted dollars, 2005-15
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- Figure 19: Household income distribution, by race and Hispanic origin of householder, 2015
- Hispanics’ country of origin/descent includes 20 countries
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- Figure 20: Hispanic population, by country of origin/heritage, 2015
Market Perspective
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- Ultimately, snacks satisfy cravings
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- Figure 21: Hispanics’ reasons for snacking, indexed to all, January 2015
- Younger Hispanics key to drive positive changes in snack purchases and consumption
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- Figure 22: Hispanics’ perceived change in purchase and consumption of snacks compared to last year, by key demographics, October 2016
- Snacks on the go
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- Figure 23: Where Hispanics consume snacks, by gender and age, October 2016
What’s Happening – What You Need to Know
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- There are a lot of snacks to choose from
- And lots of flavors, too
- For food, differences by country of origin matter
- Brands associated with the country of origin
What’s Happening?
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- It’s a fragmented market
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- Figure 24: Number of different types of snacks households consume, by Hispanic origin and language spoken at home, July 2015-August 2016
- Leveraging brand equity
- Flavors, lots of flavors
- Country of origin may dictate regional differences
- Brands from country of origin
What’s Next?
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- A bicultural and complex market
The Consumer – What You Need to Know
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- Hispanic households embrace variety
- Families influence which snacks Hispanics purchase
- Hispanics buy snacks at 3.4 types of stores on average
- Presence of children may prompt Hispanics to look for snacks with fewer ingredients
- Hispanics aged 25 to 44 more likely to see indulging in snacks as a reward
- Hispanics split about sweet vs salty snacks
- Younger Hispanics more likely to buy on impulse
Hispanic Households’ Snack Consumption
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- Hispanic households consume a variety of snacks
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- Figure 25: Hispanic households’ consumption of snacks, indexed to all, July 2015-August 2016
- Consumption variety increases in English-dominant households
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- Figure 26: Hispanic households’ consumption of snacks, by language spoken at home, July 2015-August 2016
Snack Purchase Influencers
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- What Hispanic families like has a lot of weight
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- Figure 27: Snack purchase influencers, October 2016
- Hispanic women more likely to buy snacks for others in the household
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- Figure 28: Snack purchase influencers – General influencers, by gender and age, October 2016
- Less-acculturated Hispanics more likely to be overwhelmed by so many options
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- Figure 29: Snack purchase influencers – General influencers, by level of acculturation, October 2016
- Older Hispanic women more likely to gravitate toward natural snacks
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- Figure 30: Snack purchase influencers – Ingredients, by gender and age, October 2016
- Too much sugar is an issue among acculturated Hispanics
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- Figure 31: Snack purchase influencers – Ingredients, by level of acculturation, October 2016
Snacks Shopping Location
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- Hispanics buy snacks from multiple places
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- Figure 32: Places where Hispanics buy snacks, October 2016
- Younger Hispanic men more likely to buy snacks on the go
- A note on vending machines
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- Figure 33: Places where Hispanics buy snacks, by gender and age, October 2016
- Acculturated Hispanics more likely to buy snacks at supermarkets
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- Figure 34: Places where Hispanics buy snacks, by level of acculturation, October 2016
Hispanics’ Attitudes toward Snacks
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- A snack is a snack
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- Figure 35: Attitudes toward snacks, October 2016
- Hispanics’ attitudes toward snacks – Ingredients
- Presence of children may prompt Hispanics to look for snacks with fewer ingredients
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- Figure 36: Attitudes toward snacks and ingredients, by age, October 2016
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- Figure 37: Attitudes toward snacks and ingredients, by parental status, October 2016
- Higher household income empowers Hispanics to look for snacks with fewer ingredients
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- Figure 38: Attitudes toward snacks and ingredients, by household income, October 2016
- Hispanics’ attitudes toward snacks – Indulgence
- Hispanics aged 25 to 44 more likely to see indulging in snacks as a reward
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- Figure 39: Attitudes toward snacks and indulgence, by age, October 2016
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- Figure 40: Attitudes toward snacks and indulgence, by level of acculturation, October 2016
- Hispanics’ attitudes toward snacks – Health
- There is a desire for more healthy snack options
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- Figure 41: Attitudes toward snacks and health, by age, October 2016
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- Figure 42: Attitudes toward snacks and health, by household income, October 2016
- Hispanics’ attitudes toward snacks – Snacking motivators
- Bicultural Hispanics more likely to see benefits in consuming snacks
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- Figure 43: Attitudes toward snacks and snacking motivators, by age, October 2016
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- Figure 44: Attitudes toward snacks and snacking motivators, by level of acculturation, October 2016
Snack Preferences – Salty or Sweet
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- Hispanics consume both depending on the occasion
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- Figure 45: Hispanics’ snack preference – Salty or sweet, October 2016
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- Figure 46: Hispanics’ snack preference – Salty or sweet, by key demographics, October 2016
Snack Purchases – Impulse or Planned
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- Hispanics doing both
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- Figure 47: Hispanics’ purchases of the snacks – Impulse or planned, October 2016
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- Figure 48: Hispanics’ purchases of the snacks – Impulse or planned, by key demographics, October 2016
Snack Purchases – Small or Large Snack Sizes
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- Hispanics doing both
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- Figure 49: Hispanics’ purchase preferences of the snacks – Small or large snack sizes, October 2016
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- Figure 50: Hispanics’ purchase preferences of the snacks – Small or large snack sizes, by key demographics, October 2016
Perception of Advertising About Snacks
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- One in-four Hispanics embrace the advertising of snacks they like
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- Figure 51: Hispanics’ perception of snacks’ advertising – Great advertising or don’t pay attention, October 2016
- Figure 52: Important factors when Hispanics choose snacks – Health vs flavor, October 2016, by key demographics, October 2016
Appendix – Data Sources and Terms
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- Data sources
- Consumer survey data
- Terms
- A note on acculturation
Appendix – Potato Chips
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- Figure 53: Hispanic households’ consumption of potato chips, by key demographics indexed to all, July 2015-August 2016
- Figure 54: Types of potato chips that Hispanic households consume, indexed to all, July 2015-August 2016
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- Figure 55: Flavors of potato chips that Hispanic households consume, indexed to all, July 2015-August 2016
- Figure 56: Brands of potato chips that Hispanic households consume, indexed to all, July 2015-August 2016
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Appendix – Ready-to-Eat Cookies
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- Figure 57: Hispanic households’ consumption of ready-to-eat cookies, by key demographics indexed to all, July 2015-August 2016
- Figure 58: Types of ready-to-eat cookies that Hispanic households consume, indexed to all, July 2015-August 2016
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- Figure 59: Brands of ready-to-eat cookies that Hispanic households consume, indexed to all, July 2015-August 2016
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Appendix – Corn, Tortilla, or Cheese Chips/Snacks
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- Figure 60: Hispanic households’ consumption of corn, tortilla, or cheese chips/snacks, by key demographics indexed to all, July 2015-August 2016
- Figure 61: Brands of corn, tortilla, or cheese chips/snacks that Hispanic households consume, indexed to all, July 2015-August 2016
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Appendix – Chocolate and Other Candy
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- Figure 62: Hispanics’ personal consumption of chocolate and other candy, by key demographics indexed to all, July 2015-August 2016
- Figure 63: Types of chocolate and other candy that Hispanics consume, indexed to all, July 2015-August 2016
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- Figure 64: Summary of brands of chocolate and other candy that Hispanics consume, indexed to all, July 2015-August 2016
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Appendix – Snack Crackers, Saltines, and Graham Crackers
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- Figure 65: Hispanic households’ consumption of snack crackers, saltines, and graham crackers, by key demographics indexed to all, July 2015-August 2016
- Figure 66: Types of snack crackers, saltines, and graham crackers that Hispanic households consume, indexed to all, July 2015-August 2016
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- Figure 67: Summary of brands of snack crackers, saltines, and graham crackers that Hispanic households consume, indexed to all, July 2015-August 2016
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Appendix – Popcorn
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- Figure 68: Hispanic households’ consumption of popcorn, by key demographics indexed to all, July 2015-August 2016
- Figure 69: Brands of popcorn that Hispanic households consume, indexed to all, July 2015-August 2016
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Appendix – Nuts
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- Figure 70: Hispanic households’ consumption of nuts, by key demographics indexed to all, July 2015-August 2016
- Figure 71: Types of nuts that Hispanic households eat or use, indexed to all, July 2015-August 2016
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- Figure 72: Kinds of nuts that Hispanic households eat or use, indexed to all, July 2015-August 2016
- Figure 73: Brands of nuts that Hispanic households eat or use, indexed to all, July 2015-August 2016
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Appendix – Cereal/Granola Bars
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- Figure 74: Hispanics’ personal consumption of cereal/granola bars, by key demographics indexed to all, July 2015-August 2016
- Figure 75: Types of cereal/granola bars that Hispanics consume, indexed to all, July 2015-August 2016
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- Figure 76: Brands of cereal/granola bars that Hispanics consume, indexed to all, July 2015-August 2016
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Appendix – Frozen Novelty Treats
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- Figure 77: Hispanic households’ consumption of frozen novelty treats, by key demographics indexed to all, July 2015-August 2016
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Appendix – Ready-to-Eat Snack Cakes
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- Figure 78: Hispanic households’ consumption of ready-to-eat snack cakes, by key demographics indexed to all, July 2015-August 2016
- Figure 79: Brands of ready-to-eat snack cakes that Hispanic households eat or use, indexed to all, July 2015-August 2016
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Appendix – Pretzels
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- Figure 80: Hispanic households’ consumption of pretzels, by key demographics indexed to all, July 2015-August 2016
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Appendix – Meat Snacks and Beef Jerky
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- Figure 81: Hispanic households’ consumption of meat snacks and beef jerky, by key demographics indexed to all, July 2015-August 2016
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