Table of Contents
Executive Summary
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- Top takeaways
- Latin cuisines both popular and poised for growth
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- Figure 1: Latin cuisine consumption frequency, April 2021
- Impact of COVID-19 on food and drink
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on food and drink, June 2021
- Challenges and opportunities
- Mexican eclipses other Latin cuisine consumption
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- Figure 3: Types of Latin cuisine consumed, April 2021
- Consumers struggle to see the healthy side
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- Figure 4: Latin cuisine perceptions, April 2021
- Fill the Latin void between foodservice and home cooking
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- Figure 5: Attitudes toward Latin cuisine, April 2021
- Snack innovation can expand Latin exploration
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- Figure 6: Latin cuisine occasions, April 2021
Target Audience – Key Takeaways
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- Room to increase regular Latin cuisine consumption
- Mexican cuisine consumption overshadows others
- Gen X, Millennials are driving exploration
- Cuisine growth will come from Non-Hispanic consumers
Target Audience by the Numbers
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- Room to make Latin flavor and ingredient consumption part of the routine
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- Figure 7: Latin cuisine consumption frequency, April 2021
- Emerging Latin cuisines overshadowed by Mexican
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- Figure 8: Types of Latin cuisine consumed, April 2021
- Gen X+ made Mexican popular, Millennials are driving exploration
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- Figure 9: Latin cuisine consumption frequency, by generation, April 2021
- Non-Hispanic consumers are a strong target for growth
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- Figure 10: Latin cuisine consumption frequency, by Hispanic origin, April 2021
- West coast city dwellers are the most engaged in Latin cuisine
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- Figure 11: Latin cuisine consumption frequency, by region and area, April 2021
Market Factors
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- Cultural landscape changes will influence the proliferation of Latin cuisine
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- Figure 12: Population, by race and Hispanic origin, 2016-26
- Figure 13: Population by race and Hispanic origin, 2016-26
- Diversifying palates indicates positive future for emerging cuisines
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- Figure 14: Change in flavor type consumption, July 2020
Market Opportunities
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- Reinforce healthy connections with Latin foods
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- Figure 15: Perceptions of Latin cuisine, by generation, April 2021
- Colorful digital strategies can connect young adults with emerging Latin cuisines
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- Figure 16: Perceptions of Latin flavors, by Latin cuisine attitudes, April 2021
- Millennials at the helm of Latin cuisine proliferation on menus
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- Figure 17: Latin cuisine attitudes and behaviors, by generation, April 2021
Operator and Brands Strategies – Key Takeaways
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- Authenticity has ties to ingredient descriptions
- Packaged brands use value, convenience and comfort to steal foodservice occasions
- Gateway to health halo in Latin snacks
Operator and Menu Strategies and Trends
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- Nuanced ingredient descriptions have street cred
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- Figure 18: Top 10 leading flavors in Latin and Mexican cuisine on US menus, Q4 2017- Q4 2020
- Figure 19: Menu innovation including trending Latin flavors and ingredients
- Operators easing into less familiar Latin ingredients with fusion
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- Figure 20: Interest in Latin flavors, by channel, April 2021
- Figure 21: Menu innovation, including South American inspired dishes
Packaged Food Strategies and Trends
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- Proteins, prepared meals are a good entry point for Latin ingredients
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- Figure 22: Preparation method by daypart, November 2020
- Figure 23: Prepared meal innovation containing Latin flavors
- Classic comfort foods get an upgrade with spicy Latin accents
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- Figure 24: Innovation with Latin flavors in pizza and pasta
- Snacks get health halos through Latin seasoning and substrates
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- Figure 25: Perceptions of Latin cuisine, by Latin cuisine occasions, April 2021
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- Figure 26: Snack innovation incorporating Latin flavors
Ingredient Strategies and Trends
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- Trending pepper seasoning blends level up at home meals
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- Figure 27: Interest in Latin flavors and ingredients by channel, by Latin cuisine attitudes and behaviors, April 2021
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- Figure 28: Chili pepper seasoning innovation
- Make authenticity accessible at home with quick scratch
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- Figure 29: Interest in Latin flavors and ingredients by channel, April 2021
- Figure 30: Quick scratch innovation
The Consumer – Key Takeaways
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- Get real with elevated ingredients
- Millennials, Gen X drive emerging Latin exploration
- Consumers need a hand in Latin cooking
- It’s time to shake up Latin food habits
Latin Cuisine Attitudes and Behaviors
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- Authenticity matters
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- Figure 31: Attitudes toward Latin cuisine, April 2021
- Latin flavors don’t always need to bring the heat
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- Figure 32: Attitudes towards Latin cuisine, by generation, April 2021
- Give consumers short-cuts to build confidence in Latin cooking
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- Figure 33: Attitudes towards Latin cuisine, by race and Hispanic origin, April 2021
Latin Cuisine Consumption
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- Lots of room to move beyond Mexican food
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- Figure 34: Types of Latin cuisine consumed, April 2021
- Millennials, Gen X drive emerging Latin exploration
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- Figure 35: Types of Latin cuisine consumed, by generation, April 2021
- Expand the base of Latin lovers with the familiar
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- Figure 36: Types of Latin cuisine consumed, by Latin cuisine consumption frequency, April 2021
Perceptions of Latin Cuisine
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- Latin cuisine delivers on excitement, but struggles with health
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- Figure 37: Latin cuisine perceptions, April 2021
- Elevated, healthy ingredients raise the bar on excitement for Millennials
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- Figure 38: Latin cuisine perceptions, by generation, April 2021
Latin Cuisine Occasions and Dishes
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- Expand Latin cuisine outside of entrées
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- Figure 39: Latin cuisine occasions, April 2021
- Latin foods ripe for disruption, expansion
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- Figure 40: Latin dishes typically consumed, April 2021
- Adults 45 +
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- Figure 41: Latin dishes typically consumed, by generation, April 2021
- Fusion flavors are an opportunity within sandwiches, salads
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- Figure 42: Latin cuisine dishes, by attitudes, April 2021
Interest and Experience with Latin Flavors
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- Figure 43: Interest in Latin flavors and ingredients, by channel, April 2021
- Is awareness stalling the flavor lifecycle?
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- Figure 44: Interest in Latin flavors and ingredients, by channel, April 2021
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Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
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