Table of Contents
Executive Summary
-
- Top takeaways
- Market overview
- Impact of COVID-19 on Hispanics and non-alcoholic beverages
-
- Figure 1: Short-, medium- and long-term impact of COVID-19 on Hispanics and non-alcoholic beverages, February 2021
- Opportunities and challenges
- Understand what purchase responsibility means to Hispanic men and women to achieve relevance
-
- Figure 2: Hispanics’ responsibility for purchasing non-alcoholic beverages, by gender, and select key factors for non-alcoholic beverages, by purchase responsibility and gender, January 2021
- Ease the guilt associated with drinking soda
-
- Figure 3: Attitudes toward soda, by gender and age, January 2021
- Use functional claims to build juice brands
-
- Figure 4: Juice and juice drinks purchase motivators, indexed to all, January 2021
- Contextualize reduced sugar and zero sugar
-
- Figure 5: Sugar content as a factors for non-alcoholic beverages, by gender and age, January 2021
The Market – Key Takeaways
-
- Hispanics can’t be ignored
- COVID-19 impacted drinking dynamics
- Hispanics are cautious about the recovery
- Brand strategies need tweaks to resonate among Hispanics
Hispanics by the Numbers
-
- The size of the Hispanic population and its growth trajectory points to opportunities
-
- Figure 6: US population, by race and Hispanic origin, 2016-26
-
- Figure 7: US population distribution across age groups, by Hispanic origin, 2021
- Larger household sizes demand more variety of non-alcoholic beverages
-
- Figure 8: Average number of people per household, by race and Hispanic origin, 2020
- Figure 9: Households with related children under 18 in the household, by race and Hispanic origin of householder, 2020
Market Value Indicators
-
- Hispanics spend an estimated $17 billion on non-alcoholic beverages at home
-
- Figure 10: Total US retail on non-alcoholic beverages, at current prices, by Hispanic origin, 2015-20
- Impact of COVID-19 on Hispanics and non-alcoholic beverages
-
- Figure 11: Short-, medium- and long-term impact of COVID-19 on Hispanics and non-alcoholic beverages, February 2021
- Short term
-
- Figure 12: Changes in behavior regarding non-alcoholic beverages, by household income, January 2021
- Recovery
Market Factors
-
- Hispanics are value-oriented consumers
-
- Figure 13: Median US household income, by race and Hispanic origin of householder, 2019
- Figure 14: US household income distribution, by race and Hispanic origin of householder, 2019
- Unemployment is improving, but challenges persist
-
- Figure 15: Seasonally adjusted unemployment, total US vs Hispanics, January 2007-January 2021
-
- Figure 16: Consumer Sentiment Index, January 2007-February 2021
- Prices of non-alcoholic beverages forecast to increase more than average
-
- Figure 17: Changes in Consumer Food Price Indexes, 2018 through 2021
Market Opportunities
-
- Global Trend Drivers influence Hispanics’ non-alcoholic beverage choices
-
- Figure 18: Mintel Trend Drivers and Pillars – Wellbeing, Experiences, Value
- Natural claims are more relevant than health and wellness claims
- Hispanic families bring opportunities but also fragmentation
- Value needs context
Competitive Strategies
-
- Make flavor part of your story
-
- Figure 19: Current non-alcoholic beverage flavors consumed, by race and Hispanic origin, indexed to all, November 2019
- Low sugar & zero sugar products need to prove their flavor
- Plastic bottles: share the improvements
-
- Figure 20: Snapple Facebook post, January-February, 2021
-
- Figure 21: Current non-alcoholic beverage flavors consumed, by race and Hispanic origin, indexed to all, November 2019
The Consumer – Key Takeaways
-
- Purchase responsibility means something different by gender
- Hispanics purchase almost six types of beverages on average
- Half of Hispanics claim to stick to the beverages they like
- Creating associations with occasions helps brands stand out
- Brands need to encompass flavor, value and family preferences
- Hispanics prefer real sugar over artificial sweeteners in soda
- Soda can create tension within the home
- In juice, brand gives functional claims a voice
Non-alcoholic Beverages Shopping Responsibility
-
- Not all responsibility is created equal
-
- Figure 22: Hispanics’ responsibility for purchasing non-alcoholic beverages, by gender, January 2021
- Figure 23: Select key factors for non-alcoholic beverages, by sole responsibility and gender, January 2021
-
- Figure 24: Profile of Hispanics who take sole responsibility, indexed to all, January 2021
Non-alcoholic Beverage Purchases
-
- Larger households purchase variety
-
- Figure 25: Types of non-alcoholic beverages purchased in the last year, January 2021
-
- Figure 26: Non-alcoholic beverages Hispanics purchased in the last year, by household size, January 2021
-
- Figure 27: Non-alcoholic beverages Hispanics purchased in the last year, by language spoken at home, January 2021
- Coffee: there are opportunities for premium blends and gadgets
-
- Figure 28: Net perceived change in purchases of coffee vs a year ago, by select demographics, January 2021
- Bottled water: there is a need for differentiation
-
- Figure 29: Net perceived change in purchases of bottled water vs a year ago, by select demographics, January 2021
-
- Figure 30: Hispanics’ attitudes toward bottled water, net – any agree, indexed to all, November 2019
- 100% fruit juice: the children will like it
-
- Figure 31: Net perceived change in purchases of 100% fruit juice vs a year ago, by parental status, January 2021
-
- Figure 32: Hispanics’ attitudes toward juice and juice drinks, net – any agree, indexed to all, April 2020
- Regular soda: younger Hispanic men embrace it
-
- Figure 33: Net perceived change in purchases of regular soda vs a year ago, by gender and age, January 2021
-
- Figure 34: Hispanics’ attitudes toward carbonated soft drinks, net – any agree, indexed to all, January 2021
Loyalty Toward Non-alcoholic Beverages
-
- Loyalty: build it over time
-
- Figure 35: Attitudes and behaviors toward non-alcoholic beverages – loyalty, January 2021
- Figure 36: Attitudes and behaviors toward non-alcoholic beverages – loyalty, by select demographics, January 2021
Non-alcoholic Beverage Associations
-
- Hispanics associate soda and juices with meaningful occasions
-
- Figure 37: Correspondence Analysis – Symmetrical map – beverage usage occasions, January 2021
-
- Figure 38: Beverage usage occasions, January 2021
- Figure 39: Sprite Facebook posts, February 2021
Key Factors for Non-alcoholic Beverages
-
- Brands need to encompass flavor, value and family preferences
-
- Figure 40: Key factors for non-alcoholic beverages, January 2021
- Figure 41: TURF Analysis – Important factors, January 2021
-
- Figure 42: Key factors for non-alcoholic beverages, by language spoken at home, January 2021
- Figure 43: Key factors for non-alcoholic beverages, by Hispanics with sole purchase responsibility and gender, January 2021
Attitudes toward Soda
-
- Does the type of soda sweetener matter?
-
- Figure 44: Attitudes toward soda sweeteners, indexed to all, January 2021
-
- Figure 45: Attitudes toward soda sweeteners, by gender and age, January 2021
- Hispanic moms can veto CSDs at home
-
- Figure 46: Attitudes toward soda, indexed to all, January 2021
-
- Figure 47: Attitudes toward soda, by gender and age, January 2021
Juice and Juice Drinks: Purchase Motivators
-
- Hispanics are more likely to listen to functional claims from brands they know
-
- Figure 48: Juice and juice drinks purchase motivators, indexed to all, January 2021
-
- Figure 49: TURF Analysis – Appealing juice attributes, January 2021
-
- Figure 50: Juice and juice drinks purchase motivators, by age, January 2021
- Figure 51: Juice and juice drinks purchase motivators, by household income, January 2021
Appendix – Data Sources and Abbreviations
-
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- A note about acculturation
Appendix – Mintel Trend Drivers
-
-
- Figure 52: Mintel Trend Drivers and Pillars
-
Appendix – Consumer
-
- Correspondence analysis methodology
- TURF methodology
-
- Figure 53: Table – TURF Analysis – Important factors, January 2021
-
- Figure 54: Table – TURF Analysis – Appealing juice attributes, January 2021
Back to top