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Hispanic Cooking Enthusiasts - US - September 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Overview
How to identify the optimal Hispanic target for cooking
The issue: The majority of Hispanics are Cooking Enthusiasts
The opportunity: Target Hispanic cooks based on attitudes and motivations
Figure 1: Share of Hispanic Cooking Enthusiasts and its further breakdown among in-depth cooking segments, April 2018
How premium products fit in Hispanics’ approach to cooking
The issue: Lower household incomes influence Hispanics’ perception of premium
The opportunity: Understand what “premium” means to Hispanic cooks
Figure 2: Ingredients Hispanics use weekly, Cooking Enthusiasts vs All Hispanics, April 2018
Who takes the lead in the kitchen
The issue: Traditional gender roles still apply
The opportunity: Men are less concerned with criticism and may be more open to experiment
Figure 3: Hispanic Cooking Enthusiasts’ cooking frequency, by gender and age, April 2018
Leveraging Hispanic cooking habits
The issue: Routine and desire to please may hinder creativity
The opportunity: Encourage creativity
Figure 4: Hispanics’ cooking behaviors, Cooking Enthusiasts vs All Hispanics, April 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
The majority of Hispanics are Cooking Enthusiasts
Beyond attitudes, demographics affect how Hispanics cook:
HISPANICS IN THE KITCHEN
The importance of food in the life of Hispanics
Hispanics more likely to be Cooking Enthusiasts
Figure 5: Cooking segments, Hispanics vs all US Consumers, [Hispanics] April 2018; [all US Consumers] July 2018
Cooking Enthusiasts
Figure 6: Profile of Hispanic Cooking Enthusiasts, April 2018
WHERE HISPANIC COOKING ENTHUSIASTS FIT
Cooking Enthusiasts over index for falling in two cooking segments
Figure 7: Hispanic cooking segments, by all Hispanics and Hispanic Cooking Enthusiasts, April 2018
Self-Critic Cooks (37%)
Opportunities
Characteristics
Figure 8: Profile of Hispanic Self-Critic Cooks, April 2018
Confident Cooks (19%)
Opportunities
Characteristics
Figure 9: Profile of Hispanic Confident Cooks, April 2018
Conservative Cooks (22%)
Opportunities
Characteristics
Figure 10: Profile of Hispanic Conservative Cooks, April 2018
Cooking Avoiders (22%)
Opportunities
Characteristics
Figure 11: Profile of Hispanic Cooking Avoiders, April 2018
MARKET PERSPECTIVE
Hispanics are young
Figure 12: Distribution of population, by age and race/Hispanic origin, 2018
Hispanics are bilingual and gravitating toward biculturalism
Figure 13: Language(s) Hispanics speak at home, January 2017-March 2018
Hispanics live in larger households
Figure 14: Average number of people per household, by race and Hispanic origin, 2017
Figure 15: Households with related children, by race and Hispanic origin of householder, 2017
Median household income for Hispanics significantly below national median
Less-affluent Hispanics may be hesitant to experiment
Figure 16: Median household income, by race and Hispanic origin of householder, 2016
Figure 17: Household income distribution by race and Hispanic origin of householder, 2016
WHAT’S HAPPENING – WHAT YOU NEED TO KNOW 
Hispanics look beyond traditional Hispanic foods as they adopt English
Fragmented market creates opportunities to for brand extensions
With increasing competition, creativity can make a difference
WHAT’S HAPPENING?
Hispanics embrace variety as they become English dominant
Figure 18: Hispanics’ eating habits, by languages spoken in home, January 2017-March 2018
Hispanics over index for wanting international foods
Figure 19: Interest in international foods at grocery retailers – any food within each cuisine type, by race and Hispanic origin, indexed to all, October 2017
Expanding brands
Example: Knorr One Skillet Meals
Figure 20: Knorr’s Southwestern Chicken, Brown Rice & Quinoa Meal Starter, October 2017
Example: Chobani’s Squeezable Greek Yogurt
Figure 21: Chobani Savor Low-Fat Plain Squeezable Greek Yogurt, August 2018
WHAT’S NEXT?
More pressure for creativity
THE CONSUMER – WHAT YOU NEED TO KNOW 
Cooking Enthusiasts spend more time in the kitchen
Cooking Enthusiasts’ skills influenced by traditional gender roles
Family’s influence is key shaping how Hispanic Cooking Enthusiasts cook
Hispanic Cooking Enthusiasts use a variety of ingredients
Hispanic Cooking Enthusiasts love their appliances
Hispanic Cooking Enthusiasts like to experiment, but may lack time to do it
COOKING FREQUENCY 
Cooking Enthusiasts cook frequently
Figure 22: Hispanics’ cooking frequency, Cooking Enthusiasts vs All Hispanics, April 2018
The kitchen is still the women’s turf
Figure 23: Hispanic Cooking Enthusiasts’ cooking frequency, by gender and age, April 2018
Cooking frequency decreases with acculturation
Figure 24: Hispanic Cooking Enthusiasts’ cooking frequency, by level of acculturation, April 2018
COOKING SKILLS
Cooking Enthusiasts have confidence in their cooking skills
Figure 25: Hispanics’ cooking skills, Cooking Enthusiasts vs All Hispanics, April 2018
Figure 26: Hispanic Cooking Enthusiasts’ cooking skills, by gender and age, April 2018
Figure 27: Hispanic Cooking Enthusiasts’ cooking skills, by acculturation level, April 2018
FACTORS INFLUENCING COOKING APPROACH
Online sources can influence Hispanic Cooking Enthusiasts
Figure 28: Factors influencing Hispanics’ cooking behavior, Cooking Enthusiasts vs All Hispanics, April 2018
Mom’s influence is driven by Hispanic women aged 18-34
Figure 29: Factors influencing Hispanic Cooking Enthusiasts’ cooking behavior, by gender and age, April 2018
Unacculturated Hispanics listen to their children
Figure 30: Factors influencing Hispanic Cooking Enthusiasts’ cooking behavior, by level of acculturation, April 2018
USE OF INGREDIENTS
Hispanic Cooking Enthusiasts over index for using premium ingredients and seafood
Figure 31: Ingredients Hispanics use weekly, Cooking Enthusiasts vs All Hispanics, April 2018
Product claims depicting premium quality may not always resonate
Figure 32: Hispanic Cooking Enthusiasts’ use of premium ingredients – Once a week or more, by key demographics, April 2018
Seafood consumption has a seasonal component
Figure 33: Hispanic Cooking Enthusiasts’ use of seafood – Once a week or more, by key demographics, April 2018
SMALL KITCHEN APPLIANCES
Usage
Hispanic Cooking Enthusiasts equally likely as others to use small kitchen appliances
Figure 34: Small kitchen appliances Hispanics use weekly, Cooking Enthusiasts vs All Hispanics, April 2018
Importance of small appliances
Hispanic Cooking Enthusiasts are more likely to be attached to their arsenal of small appliances
Figure 35: Small kitchen appliances Hispanics couldn’t live without, Cooking Enthusiasts vs All Hispanics, April 2018
Age and gender dictate the importance of some small kitchen appliances
Figure 36: Small kitchen appliances Hispanic Cooking Enthusiasts couldn’t live without, by gender and age, April 2018
Figure 37: Small kitchen appliances Hispanic Cooking Enthusiasts couldn’t live without, by level of acculturation, April 2018
COOKING BEHAVIORS
Hispanic Cooking Enthusiasts like to experiment
Figure 38: Hispanics’ cooking behaviors, Cooking Enthusiasts vs All Hispanics, April 2018
Younger Hispanic Cooking Enthusiasts are more likely to wish they had more time
Figure 39: Hispanic Cooking Enthusiasts’ desire for more time to use their creativity when cooking, by key demographics, April 2018
More affluent Hispanic Cooking Enthusiasts are more into food trends
Figure 40: Hispanic Cooking Enthusiasts’ attitudes toward innovating in the kitchen, by household income, April 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
A note about acculturation
Cooking segments definitions

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