Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Consumer Expenditure Survey
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Hispanics eat out more… but spend less
- Variety and health top of mind
- Fast food and pizza leading choices
- Family and casual restaurants visits driven by special occasions
- U.S. Hispanic population
- Demographics
- Acculturation
Insights and Opportunities
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- Keep it healthy
- Know your audience
- Competing with at home cooking
- Cross-marketing
- Sponsorship of entertainment and sporting clubs
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- Figure 1: Sports participation—Hispanics vs. non-Hispanics, July 2007-September 2008
- Internet and social networking
- On the menu
Inspire Insights
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- Trend: Tug of War
- What's it about?
- What we've seen
- Specifics
- Implications
- Trend: Retro-acculturation
- What’s it about?
- What we’ve seen
- Specifics
- Implications
Hispanic Spending on Dining Out
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- Key points
- Large households strain dining out dollars
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- Figure 2: Average annual expenditures— CU reference person Hispanic vs. non-Hispanic, 2008
- Greater share of income goes to food
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- Figure 3: Average annual distribution of expenditures by categories—Hispanics vs. non-Hispanics, 2008
- Dining out expenditure changes
- Overview
- Engaging the easily disengaged Hispanic diner
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- Figure 4: Changes in household spending on dining out, by household income, April 2010
- Spanish-dominant Hispanics are spending more on dining out
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- Figure 5: Changes in household spending on dining out, by language spoken in the home, April 2010
- Dining out on weekdays
- Overview
- Higher household income Hispanics look for coupons as an incentive to dine out
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- Figure 6: Changes in dining out habits on weekdays, by household income, April 2010
- English-dominant households have significantly cut back on dining out during the week
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- Figure 7: Changes in dining out habits on weekdays, by language spoken in the home, April 2010
- Dining out on the weekends
- Overview
- Regardless of household income, Hispanic households reduce their frequency of dining out on weekends
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- Figure 8: Changes in dining out habits during the weekend, by household income, April 2010
- Spanish-dominant most likely to reduce their dining out frequency during the weekend
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- Figure 9: Changes in dining out habits during the weekend, by language spoken in the home, April 2010
Menu Choices and Meal Preferences
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- Key points
- Dinner entrées selected
- Overview
- Lower income Hispanics prefer burgers when dining out
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- Figure 10: Types of foods Hispanic consumers order as a main dinner entrée, by household income, April 2010
- Younger Hispanics are not ordering burgers as much as older Hispanics
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- Figure 11: Types of foods Hispanic consumers have ordered as a main dinner entrée, by age, April 2010
- Language preference impacts food preferences when dining out
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- Figure 12: Types of foods Hispanic consumers have ordered as a main dinner entrée, by language spoken in the home, April 2010
- What Hispanics would like to see more of on the menu
- Overview
- Hispanic women are eager to see healthier choices on menus
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- Figure 13: Types of foods Hispanic consumers would like to see more of as a main dinner entrée, by gender, April 2010
- Spanish-dominant look for wider range of menu offerings
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- Figure 14: Types of foods Hispanic consumers would like to see more of as a main dinner entrée, by language spoken in the home, April 2010
Restaurant Segment Preferences
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- Key points
- Overview
- Age impacts restaurant choices
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- Figure 15: Dining out choices among Hispanic consumers, by age, April 2010
- Spanish-dominant are more likely to choose a pizza restaurant
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- Figure 16: Dining out choices among Hispanic consumers, by language spoken in the home, April 2010
- Dining out with children
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- Figure 17: Frequency of dining out with child/children under age 18, by household income, March 2010
Fast Food Restaurants
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- Key points
- Frequency of visits
- Overview
- Lower household income does not equate to fewer restaurant visits
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- Figure 18: Frequency of visits to a fast food restaurant in the last 30 days, by household income, November 2008-December 2009
- Language impacts frequency of visits to restaurants
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- Figure 19: Frequency of visits to a fast food restaurant in the last 30 days, by language spoken in the home, November 2008-December 2009
- Reasons for eating at a fast food restaurant
- Overview
- Middle-aged Hispanics turn to fast food
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- Figure 20: Reasons for choosing a fast food restaurant, by age, April 2010
- English-dominant Hispanics turn to fast food for convenience
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- Figure 21: Reasons for choosing a fast food restaurant, by language spoken in the home, April 2010
- Consumer influencers when choosing a fast food restaurant
- Overview
- English-dominant consumers are more price sensitive
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- Figure 22: Influencers when choosing a fast food restaurant, by language spoken in the home, April 2010
- Younger Hispanics are looking for coupons
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- Figure 23: Influencers when choosing a fast food restaurant, by age, April 2010
Pizza Restaurants
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- Key points
- Reasons for visiting a pizza restaurant
- Overview
- Lower income households look for value and higher income look for convenience
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- Figure 24: Reasons for choosing a pizza restaurant, by household income, April 2010
- Spanish-dominant love their pizza
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- Figure 25: Reasons for choosing a pizza restaurant, by language spoken in the home, April 2010
- Consumers’ influencers when choosing a pizza restaurant
- Overview
- Men are influenced by pizza ads in newspapers
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- Figure 26: Influencers when choosing a pizza restaurant, by gender, April 2010
- English-dominant look for pizza places close to home
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- Figure 27: Influencers when choosing a pizza restaurant, by language spoken in the home, April 2010
Fast Food and Pizza Restaurants Used by Consumers
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- Key points
- Overview
- By race/Hispanic origin
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- Figure 28: Quick service restaurants used, by race/Hispanic origin, November 2008-December 2009
- English-dominants are higher users of QSRs
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- Figure 29: Fast food restaurants used by Hispanics, by language spoken in the home, November 2008-December 2009
- Pizza restaurants are preferred by those with children in the home
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- Figure 30: Fast food restaurants used by Hispanics, by presence of children in the household, November 2008-December 2009
Family Restaurants
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- Key points
- Frequency of visits
- Overview
- Those with children are not higher users of family restaurants
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- Figure 31: Frequency of visits to family restaurants and steak houses by Hispanic consumers, by the presence of children in the home, November 2008-December 2009
- Spanish-dominants make fewer trips to family restaurants
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- Figure 32: Frequency of visits to family restaurants and steak houses by Hispanic consumers, by language spoken in the home, November 2008-December 2009
- Lower household income does not equate to least number of visits
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- Figure 33: Frequency of visits to family restaurants and steak houses by Hispanic consumers, by household income, November 2008-December 2009
- Reasons for visiting a family restaurant
- Overview
- Women turn to family restaurants when they are too tired to cook
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- Figure 34: Reasons for choosing a family-style restaurant, by gender, April 2010
- Reasons for going to a family restaurant vary by language preference
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- Figure 35: Reasons for choosing a family-style restaurant, by language spoken in the home, April 2010
- Regardless of household income, family restaurants are visited when celebrating a special occasion
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- Figure 36: Reasons for choosing a family-style restaurant, by household income, April 2010
- Consumer influencers when choosing a family restaurant
- Overview
- Spanish-dominants look for recommendations when choosing a family restaurant
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- Figure 37: Influencers when choosing a family restaurant, by language spoken in the home, April 2010
- Higher income households are more price-sensitive
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- Figure 38: Influencers when choosing a family restaurant, by household income, April 2010
Casual Restaurants
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- Key points
- Reasons for visiting a casual restaurant
- Overview
- Men turn to casual restaurants for a romantic evening
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- Figure 39: Reasons for choosing a casual restaurant, by gender, April 2010
- English-dominants use casual restaurants to celebrate special occasions
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- Figure 40: Reasons for choosing a casual restaurant, by language spoken in the home, April 2010
- Baby Boomer Hispanics are out celebrating at casual restaurants
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- Figure 41: Reasons for choosing a casual restaurant, by age, April 2010
- Consumer influencers’ when choosing a casual restaurant
- Overview
- English-dominants are more price-sensitive
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- Figure 42: Influencers when choosing a casual restaurant, by language spoken in the home, April 2010
- Higher income households are more price-sensitive
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- Figure 43: Influencers when choosing a casual restaurant, by household income, April 2010
Family and Casual Restaurants Used
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- Key points
- Overview
- By race/Hispanic origin
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- Figure 44: Family restaurants and steak houses used, by race/Hispanic origin, November 2008-December 2009
- Higher income households look for more tailored menus
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- Figure 45: Family restaurants and steak houses used by Hispanic consumers, by household income, November 2008-December 2009
- Spanish-dominant are less likely to frequent family and casual restaurants
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- Figure 46: Family restaurants and steak houses used by Hispanic consumers, by language spoken in the home, November 2008-December 2009
Marketing and Advertising
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- Overview
- McDonald’s
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- Figure 47: McDonald’s television ad, Donkey smiles as a boy peeks into a glowing box, May 2010
- Olive Garden
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- Figure 48: Olive Garden television ad, Waiter asks family if they liked the food: New Crespelles, May 2010
- Subway Restaurants
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- Figure 49: Subway television ad, Wrestler, carnival dancers and bullfighter, November 2009
Profile of the Hispanic Media Consumer
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- Language preferred when reading
- English-language readers tend to have a higher household income
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- Figure 50: Language preference when reading, by household income, November 2008-December 2009
- Households with children tend to read more in Spanish
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- Figure 51: Language preference when reading, by the presence of children in the home, November 2008-December 2009
- Language preferred when viewing television
- Households with children are more likely to watch Spanish-language TV
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- Figure 52: Language preference when watching television, by the presence of children in the home, November 2008-December 2009
- Younger Hispanics watch TV in both languages
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- Figure 53: Language preference when watching television, by age, November 2008-December 2009
- Hispanic cable networks
- Younger Latinas are plugged in to music-focused cable networks
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- Figure 54: Hispanic cable networks viewed, by age and gender, November 2008-December 2009
- Lower income households are more likely to watch Spanish-language cable networks
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- Figure 55: Hispanic cable networks viewed, by household income, November 2008-December 2009
- Households with children are more likely to watch Spanish-language cable networks
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- Figure 56: Hispanic cable networks viewed, by presence of children in the household, November 2008-December 2009
- Magazines
- Younger women and older men are avid readers of Spanish-language magazines
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- Figure 57: Spanish-language magazines viewed in the past six months, by age and gender, November 2008-December 2009
- Lower income respondents read a wider range of magazines
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- Figure 58: Spanish-language magazines viewed in the past six months, by household income, November 2008-December 2009
- Advertisers looking to target households with children should not just look at parenting magazines
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- Figure 59: Spanish-language magazines viewed in the past six months, by presence of children in the household, November 2008-December 2009
- Online
- Who is visiting Spanish-language websites?
- Younger Hispanics are visiting Spanish-language websites
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- Figure 60: Likelihood of visiting a Spanish-language website, by age, November 2008-December 2009
- Household income impacts the likelihood of visiting a Spanish-language website
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- Figure 61: Likelihood of visiting a Spanish-language website, by household income, November 2008-December 2009
- Preferred Spanish-language websites
- Younger Latinas show their online preference
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- Figure 62: Spanish-language website visited in the last 30 days, by age and gender, November 2008-December 2009
Cluster Analysis
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- Frequent but frugal
- Demographics
- Characteristics
- Internet Influenced
- Demographics
- Characteristics
- Recession-resistant
- Demographics
- Characteristics
- Characteristic tables
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- Figure 63: Restaurant user clusters, April 2010
- Figure 64: Type of restaruant vising in the past three months, by restaurant user clusters, April 2010
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- Figure 65: Changes in dining habits during the week and on the weekend, by restaurant user clusters, April 2010
- Figure 66: Influencers when choosing a casual restaurant, by restaurant user clusters, April 2010
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- Figure 67: Influencers when choosing a family restaurant, by restaurant user clusters, April 2010
- Figure 68: Influencers when choosing a pizza restaurant, by restaurant user clusters, April 2010
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- Figure 69: Influencers when choosing a fast food restaurant, by restaurant user clusters, April 2010
- Cluster demographic tables
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- Figure 70: Restaurant user clusters, by gender, April 2010
- Figure 71: Restaurant user clusters, by age, April 2010
- Figure 72: Restaurant user clusters, by household income, April 2010
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- Figure 73: Restaurant user clusters, by language in which the survey was taken in, April 2010
- Figure 74: Restaurant user clusters, by household’s internet access, April 2010
- Cluster methodology
U.S. Hispanic Population
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- Key facts
- U.S. population by race/Hispanic origin
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- Figure 75: Population, by race/Hispanic origin, 1970-2020
- Figure 76: Asian, black, and Hispanic populations, 1970-2020
- Figure 77: Population, by race and Hispanic origin, 2005-15
- The Hispanic and non-Hispanic population
- The Hispanic and total U.S. population by age
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- Figure 78: U.S. Hispanic population, by age, 2005-15
- Figure 79: Total U.S. population, by age, 2005-15
- The Hispanic and total U.S. population by gender
- Women
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- Figure 80: Hispanic women, by age, 2005-15
- Figure 81: Total U.S. female population, by age, 2005-15
- Men
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- Figure 82: Hispanic men, by age, 2005-15
- Figure 83: Total U.S. male population, by age, 2005-15
- Hispanic purchasing power
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- Figure 84: Purchasing power, by race/Hispanic origin, 2008
- U.S. household income distribution
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- Figure 85: Median household income, by race and Hispanic origin of householder, 2008
- Hispanic income levels
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- Figure 86: Largest Hispanic states, by Hispanic disposable income, 2005
- The Hispanic household
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- Figure 87: Average household size, by Hispanic origin/race of householder, 2001 and 2008
- Figure 88: Households, by number of persons in the household—Hispanics vs. All households, 2009
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- Figure 89: Households with children, by race/Hispanic origin of householder, 2009
- Figure 90: Hispanic households, by presence and ages of children, 2009
- Generations
- Hispanics by generation
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- Figure 91: Generations—Hispanics vs. non-Hispanics, 2009
- Figure 92: Fertility rate, by race and Hispanic origin of mother, 1998-2008
- Hispanics by country of origin/heritage
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- Figure 93: Hispanic population, by country of origin/ancestry, 2006-2008
- Figure 94: Graph: Hispanics, by country of origin/heritage, 2006-08
- Hispanics by geographic concentration
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- Figure 95: Hispanic population, by region, by country of origin/ancestry, 2006-08
- Figure 96: Graph: Hispanic population, by region, 2006-08
- Figure 97: Hispanic population in top five states, by country of origin, 2006-08
- States with greatest Hispanic population growth
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- Figure 98: Hispanic population, states with greatest percentage increase, 2000 and 2006
- Key Hispanic metropolitan areas
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- Figure 99: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-08
- Acculturation
- What is acculturation?
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 100: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retro-acculturation?
Appendix: Other Useful Consumer Tables
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- Figure 101: Average annual expenditures—Hispanic households, by expenditure category, 2002-10
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- Figure 102: Average annual expenditures—non-Hispanic households, by expenditure category, 2002-10
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- Figure 103: Share of aggregate expenditures accounted for—Hispanics vs. non-Hispanics, 2008
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Appendix: Trade Associations
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