Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The health of the Hispanic consumer
- The dieting Hispanic consumer
- Diet trends
- Weight loss trends
- Weight management products
- Nutritional supplements
- Energy/diet snacks and bars
- Vitamins and minerals
- Marketing strategies
- Hispanic U.S. population
- Demographics
- Acculturation
Insights and Opportunities
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- Changing the message means more than translation
- National Pork Board rethinks Hispanic marketing approach
- For authenticity, companies ask their Hispanic employees
- Foods of Hispanic origin gaining widespread appeal among non-Hispanics
Inspire Insights
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- Trend: “A Simple Balance for Health”
The Health of the Hispanic Consumer
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- Key points
- Discouraging medical facts at a glance
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- Figure 1: Leading causes of death in Hispanics, by all ages, 2006
- Heart disease
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- Figure 2: Age-adjusted percentages of coronary heart disease, Hispanic vs. White, 2009
- Diabetes
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- Figure 3: Age-adjusted percentage of persons with diabetes, Hispanic vs. White, 2008
- More Mexican-Americans are becoming obese
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- Figure 4: Prevalence of obesity, by gender and ethnicity, selected years 1988-2008
- Hispanics consume without considering calorie counts
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- Figure 5: Attitudes toward calories and incidence of dieting, Hispanic vs. non-Hispanic, February 2010-March 2011
- Attitudes toward a healthy diet
- Hispanics, often overconfident about their own health, eager to pay for a healthy lifestyle
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- Figure 6: Attitudes toward a healthy diet, by race/Hispanic origin, February 2010-March 2011
- Hispanic men and women more concerned about a healthy diet as they age
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- Figure 7: Hispanics’ attitudes toward a healthy diet, by age and gender, February 2010-March 2011
- Spanish-dominant Hispanics willing to pay up for their health and try new foods
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- Figure 8: Hispanics’ attitudes toward a healthy diet, by language spoken in the home, February 2010-March 2011
The Hispanic Dieting Consumer
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- Key points
- Types of food and amounts consumed
- Older Hispanics more likely to limit kind and amount of food they eat
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- Figure 9: Factors that influence consumer choices of the types of food consumed, by age and gender, June 2011
- English-dominant Hispanics more likely to eat whatever they want
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- Figure 10: Factors that influence consumer choices of the types of food consumed, by language proficiency, June 2011
- Reasons for limiting amount and/or kind of foods eaten
- Hispanics watching their diet for general health and wellness
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- Figure 11: Reasons for limiting amount and/or kind of food eaten, by age and gender, June 2011
- Spanish-dominants take preventive actions on their own
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- Figure 12: Reasons for limiting amount and/or kind of food eaten, by language proficiency, June 2011
- Hispanics look to shed 35 pounds on average
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- Figure 13: Number of pounds consumers would like to shed, by gender, June 2011
Diet Trends
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- Key points
- Watching one’s diet
- Reflecting cultural traditions, majority of Hispanics not dieting
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- Figure 14: Likelihood of watching one’s diet, by race/Hispanic origin, February 2010-March 2011
- Older Hispanics more likely to diet
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- Figure 15: Likelihood of watching one’s diet, age and gender, February 2010-March 2011
- Marketers can educate less-acculturated Hispanics on the benefits of a healthy diet now
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- Figure 16: Likelihood of Hispanics watching one’s diet, by language spoken in the home, February 2010-March 2011
- Reasons for watching one’s diet
- Hispanics are looking to lose weight
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- Figure 17: Reasons for watching one’s diet, by race/Hispanic origin, February 2010-March 2011
- Young Hispanics more concerned about weight loss
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- Figure 18: Reasons for Hispanics watching their diet, by age and gender, February 2010-March 2011
- Food and diet trends
- Dieting Hispanics interested in limiting fat, sugar, calories, and sodium
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- Figure 19: Types of food/diet trends that are of interest to Hispanic consumers, by age and gender, June 2011
- Spanish-dominant Hispanics interested in wide variety of diet trends
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- Figure 20: Types of food/diet trends that are of interest to Hispanic consumers, by language proficiency, June 2011
- Attitudes toward diets
- Hispanics desire to treat themselves occasionally
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- Figure 21: Attitudes toward diets, by age and gender, June 2011
- Spanish-dominant Hispanics look for locally grown foods
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- Figure 22: Attitudes toward diets, by language proficiency, June 2011
Weight Loss Trends
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- Key points
- Types of weight loss/diet trends
- Hispanics are very interested in functional foods
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- Figure 23: Level of interest in different types of weight loss/diet trends, by gender, June 2011
- Spanish-dominant Hispanics more interested in weight loss/dieting trends
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- Figure 24: Level of interest in different types of weight loss/diet trends, by language proficiency, June 2011
- Type of diet program adults are using
- Despite prevalence of obesity, Hispanics not using dieting programs
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- Figure 25: Type of diet program currently being used, by race/Hispanic origin, February 200-March 2011
Weight Management Products
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- Key points
- Recession leads to shift in diet habits
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- Figure 26: Total FDMx sales of weight control nutritionals—liquid/powder, at current prices, 2004-09
- Summary of leading manufacturer sales
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- Figure 27: FDMx sales of key brands of weight management products in the U.S., 2009-10
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- Figure 28: Key brands of weight management products, by manufacturer, 2010
Nutritional Supplements
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- Key points
- Usage and frequency
- Hispanics using vitamin/mineral supplements as preventive measure
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- Figure 29: Usage and type of liquid breakfast and/or nutritional supplements used, by race/Hispanic origin, February 2010-March 2011
- Hispanic use of liquid breakfast and/or nutritional supplements varies by age and gender
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- Figure 30: Usage and type of liquid breakfast and/or nutritional supplements used by Hispanics, by age and gender, February 2010-March 2011
- More-acculturated Hispanics emulate U.S. culture, using weight loss products
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- Figure 31: Usage and type of liquid breakfast and/or nutritional supplements used by Hispanics, by language spoken in the home, February 2010-March 2011
- Brands preferred by consumers
- Hispanics purchasing store brands
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- Figure 32: Brands of liquid breakfast and/or nutritional supplements used by consumers, by race/Hispanic origin, February 2010-March 2011
- Younger Hispanics purchasing “other brands”
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- Figure 33: Brands of liquid breakfast and/or nutritional supplements used by Hispanic consumers, by age and gender, February 2010-March 2011
Energy/Diet Snacks and Bars
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- Key points
- Likelihood of usage and quantity
- Hispanics eat energy/diet snack bars at much higher quantity
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- Figure 34: Likelihood of usage and average number of energy/diet snacks eaten, by race/Hispanic origin, February 2010-March 2011
- Spanish-dominant Hispanics eat more energy/diet snacks
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- Figure 35: Likelihood of usage and average number of energy/diet snacks eaten by Hispanic, by language spoken in the home, February 2010-March 2011
- Preferred brands
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- Figure 36: Preferred brand of energy/diet snacks eaten, by race/Hispanic origin, February 2010-March 2011
- Brands that focus on Hispanics demonstrate success among the Spanish-dominant
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- Figure 37: Preferred brand of energy/diet snacks eaten by Hispanic, by language spoken in the home, February 2010-March 2011
Vitamins and Minerals
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- Key points
- Usage and frequency
- Hispanics less likely to use vitamins than non-Hispanics
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- Figure 38: Consumption of vitamins and/or minerals in tablets, capsules, or liquid form and quantity, by race/Hispanic origin, February 2010-March 2011
- Spanish-dominant Hispanics less likely to use vitamins, indicating untapped market
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- Figure 39: Consumption by Hispanics of vitamins and/or minerals in tablets, capsules, or liquid form and quantity, by language spoken in the home, February 2010-March 2011
- Type of vitamins and/or minerals consumed
- Hispanics may have specific vitamin deficiencies
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- Figure 40: Type of vitamins and/or minerals in tablets, capsules, or liquid form consumed, by race/Hispanic origin, February 2010-March 2011
Marketing Strategies
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- Key points
- Television
- Marketing strategy: Emphasize the role of family
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- Figure 41: General Mills Ad, October, 2010
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- Figure 42: General Mills Ad, September, 2010
- Marketing strategy: Appeal to multitasking Hispanic women
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- Figure 43: Walmart Ad, February, 2011
- Online
- Kraft Foods partners with celebrity chef, encourages users to submit recipes
- General Mills reaches out to “mami-blogueras”
U.S. Hispanic Population
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- Key facts
- U.S. population by race/Hispanic origin
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- Figure 44: Population, by race/Hispanic origin, 1970-2020
- Figure 45: Asian, Black, and Hispanic populations, 1970-2020
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- Figure 46: Population, by race and Hispanic origin, 2000-15
- The Hispanic and non-Hispanic population
- The Hispanic and total U.S. population by age
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- Figure 47: U.S. Hispanic population, by age, 2005-15
- Figure 48: Total U.S. population, by age, 2005-15
- The Hispanic and total U.S. population by gender
- Women
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- Figure 49: Hispanic women, by age, 2005-15
- Figure 50: Total U.S. female population, by age, 2005-15
- Men
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- Figure 51: Hispanic men, by age, 2005-15
- Figure 52: Total U.S. male population, by age, 2005-15
- Hispanic purchasing power
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- Figure 53: Purchasing power, by race/Hispanic origin, 2008
- U.S. household income distribution
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- Figure 54: Median household income, by race and Hispanic origin of householder, 2008
- Hispanic income levels
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- Figure 55: Largest Hispanic states, by Hispanic disposable income, 2005
- The Hispanic household
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- Figure 56: Average household size, by Hispanic origin/race of householder, 2001 and 2008
- Figure 57: Households, by number of persons in the household—Hispanics vs. all households, 2009
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- Figure 58: Households with children, by race/Hispanic origin of householder, 2009
- Figure 59: Hispanic households, by presence and ages of children, 2009
- Generations
- Hispanics by generation
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- Figure 60: Generations—Hispanics vs. non-Hispanics, 2009
- Figure 61: Fertility rate, by race and Hispanic origin of mother, 1998-2008
- Hispanics by country of origin/heritage
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- Figure 62: Hispanic population by type, 2000-10
- Figure 63: Graph: Hispanics, by country of origin/heritage, 2010
- Hispanics by geographic concentration
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- Figure 64: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
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- Figure 65: Hispanic population by region of residence, 2000-10
- Figure 66: Graph: Hispanic population, by region, 2010
- Figure 67: 10 places* with highest number of Hispanics, 2010
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- Figure 68: 10 places* with the largest share of Hispanics, 2010
- States with greatest Hispanic population growth
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- Figure 69: Five states with the greatest percentage of Hispanic growth, 2000-10
- Key Hispanic metropolitan areas
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- Figure 70: 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 71: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retro-acculturation?
Appendix: Trade Associations
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