Table of Contents
Executive Summary
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- Hispanics’ expenditures on dining out projected to double between 2009 and 2019
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- Figure 1: Expenditures and forecast of Hispanics on dining out fan chart forecast, at current prices, 2009-19
- Both full- and limited-service restaurants contributing to Hispanics’ expenditures on dining out growth
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- Figure 2: Expenditures of Hispanic consumers on dining out, by segment, at current prices, 2012 and 2014
- Hispanics go where they feel welcomed and where they find good value
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- Figure 3: Restaurant type Hispanics ordered from in the past month by meal type – Any visit, November 2014
- Lunch is rather quick; dinner more relaxed
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- Figure 4: Correspondence analysis, January 2015
- Children are present and influencing where Hispanics eat
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- Figure 5: Presence of children when Hispanics go out to eat – Children of any age, by level of acculturation, November 2014
- Children have more influence at unacculturated households
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- Figure 6: Factors influencing restaurant choices among Hispanics, by level of acculturation, November 2014
- Higher household incomes empower Hispanics to explore new or different dishes
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- Figure 7: Hispanics’ personal dining habits for appetizers/entrées/sides, by household income, November 2014
- Unacculturated and bicultural Hispanics more likely to eat desserts, but in a “conscious” way
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- Figure 8: Hispanics’ personal dining habits for desserts, by level of acculturation, November 2014
- What we think
Issues and Insights
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- Leveraging recommendations
- The issues
- The implications
- Extending reach during the day
- The issues
- The implications
- Creating guiltless desserts
- The issues
- The implications
Trend Application
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- Trend: Experience Is All
- Trend: Influentials
- Trend: Supernanny State
Market Size and Forecast
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- Key points
- Market for Hispanics’ dining out projected to double between 2009 and 2019
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- Figure 9: Expenditures and forecast of Hispanic consumers on dining out, at current prices, 2009-19
- Figure 10: Expenditures and forecast of Hispanic consumers on dining out, at inflation-adjusted prices, 2009-19
- Fan chart forecast
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- Figure 11: Expenditures and fan chart forecast of Hispanic consumers and dining out, at current prices, 2009-19
Market Drivers
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- Key points
- Population growth
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- Figure 12: Population by race and Hispanic origin, 2009-19
- Hispanics’ purchasing power projected to reach $1.6 trillion by 2018
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- Figure 13: Purchasing power, by race/Hispanic origin, 1990-2018
- Hispanic market becoming bicultural
Segment Performance Overview
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- Key points
- Both full- and limited-service restaurants contributing to Hispanic dining out growth
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- Figure 14: Expenditures of Hispanic consumers on dining out, by segment, at current prices, 2012 and 2014
Segment Performance – Full-Service Restaurants
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- Key points
- Hispanics’ expenditures on full-service restaurants expected to grow 27% in the next five years
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- Figure 15: Expenditures and forecast of Hispanic consumers at full-service restaurants, at current prices, 2009-19
- Figure 16: Expenditures and forecast of Hispanic consumers at full-service restaurants, at inflation-adjusted prices, 2009-19
Segment Performance – Limited-Service Restaurants
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- Key points
- Hispanics’ search for value and convenience makes them gravitate toward limited-service restaurants
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- Figure 17: Expenditures and forecast of Hispanic consumers at limited-service restaurants, at current prices, 2009-19
- Figure 18: Expenditures and forecast of Hispanic consumers at limited-service restaurants, at inflation-adjusted prices, 2009-19
Innovations and Innovators
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- Innovative kids’ menus
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- Figure 19: Kids LiveWell Turns 3! video, July 2014
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- Figure 20: Bob Evans participates in Kids LiveWell Program, April 2013
- No tipping, please
- Innovations on payment methods
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- Figure 21: Pay with OpenTable: restaurant mobile payments video, September 2014
Marketing Strategies
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- Theme: Being part of their lives
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- Figure 22: McDonald’s “First Customer” TV spot, February 2014
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- Figure 23: McDonald’s Cancha TV spot, March 2013
- Theme: Communicate positive changes
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- Figure 24: At Chili’s, Fresh is now TV spot, October 2014
- Theme: Bueno, bonito, y barato (Good, nice, and cheap)
Hispanic Consumers and Dining Out
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- Key points
- Where Hispanics are dining out
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- Figure 25: Restaurant type Hispanics ordered from – Any visit, by gender and age, November 2014
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- Figure 26: Restaurant type Hispanics ordered from – Any visit, by level of acculturation, November 2014
- As household income increases, Hispanics look for more variety
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- Figure 27: Restaurant type Hispanics ordered from by meal type – Any visit, by household income, November 2014
- Lunch is rather quick; dinner more relaxed
- Correspondence analysis
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- Figure 28: Correspondence analysis, November 2014
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- Figure 29: Restaurant type Hispanics ordered from by type of meal – Any visit, by gender and age, November 2014
- McDonald’s leads strong in a highly fragmented fast food market
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- Figure 30: Fast food or drive-in restaurant chains Hispanics visit – any meal, by region, April 2013-June 2014
Hispanics’ Group Size When Dining Out
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- Key points
- One third of Hispanics’ parties have at least three adults
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- Figure 31: Number of adults in Hispanics’ group, by gender and age, November 2014
- Figure 32: Number of adults in Hispanics’ group, by household size, November 2014
- Children are present and influencing where Hispanics eat
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- Figure 33: Presence of children when Hispanics go out to eat – Children of any age, by gender and age, November 2014
- Figure 34: Presence of children when Hispanics go out to eat – Children of any age, by level of acculturation, November 2014
Associations by Restaurant Type
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- Key points
- Hispanics classify restaurants in convenient and good service
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- Figure 35: Attributes that Hispanics associate with restaurant type, November 2014
- Figure 36: Attributes that Hispanics associate with restaurant type, November 2014
Factors Influencing Hispanics’ Restaurant Choices
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- Key points
- Hispanics look for welcoming places at affordable prices
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- Figure 37: Factors influencing restaurant choices among Hispanics, by gender and age, November 2014
- Children have more influence in unacculturated households
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- Figure 38: Factors influencing restaurant choices among Hispanics, by level of acculturation, November 2014
Hispanics’ Dining Habits for Appetizers/Entrées/Sides
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- Key points
- Hispanics like variety, but with a caveat
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- Figure 39: Hispanics’ personal dining habits for appetizers/entrées/sides, by gender and age, November 2014
- Higher household incomes empower Hispanics to explore new or different dishes
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- Figure 40: Hispanics’ personal dining habits for appetizers/entrées/sides, by household income, November 2014
- Less acculturated Hispanics gravitate toward Hispanic foods
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- Figure 41: Hispanics’ personal dining habits for appetizers/entrées/sides, by level of acculturation, November 2014
Hispanics’ Dining Habits for Desserts
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- Key points
- Portion control is important at the time of ordering dessert
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- Figure 42: Hispanics’ personal dining habits for desserts, by gender and age, November 2014
- Unacculturated and bicultural Hispanics more engaged with desserts
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- Figure 43: Hispanics’ personal dining habits for desserts, by level of acculturation, November 2014
Beverages Hispanics Order
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- Key points
- Hispanics like variety in what they drink when dining out
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- Figure 44: Beverages Hispanics order for themselves, by gender and age, November 2014
- Juice, milk are top choices for children
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- Figure 45: Beverages Hispanics order for their children, by gender and age, November 2014
Buying Power of US Hispanics
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- Key points
- Hispanics’ purchasing power growth between 1990 and 2018 is projected to be 666%
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- Figure 46: Purchasing power, by race/Hispanic origin, 1990-2018
- Figure 47: Purchasing power, by race/Hispanic origin, 1990-2018
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- Figure 48: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2013
- Figure 49: Top 10 states ranked by dollar amount of Hispanic buying power, 2013
- US household income distribution
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- Figure 50: Median household income, by race and Hispanic origin of householder, 2012
Demographic Profile of US Hispanics
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- Key points
- Population trends
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- Figure 51: Population by race and Hispanic origin, 2009-19
- Figure 52: Population, by race and Hispanic origin, 1970-2020
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- Figure 53: Asian, Black, and Hispanic populations, 1970-2020
- Hispanic share of births
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- Figure 54: Distribution of births, by race and Hispanic origin of mother, 2002-12
- The Hispanic and total US population by age
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- Figure 55: Hispanic share of the population, by age, 2009-19
- The Hispanic and total US population by gender
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- Figure 56: Population, by gender and Hispanic origin, 2009-19
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- Figure 57: Age distribution of women, by Hispanic origin, 2014
- Figure 58: Age distribution of men, by Hispanic origin, 2014
- Characteristics
- Marital status
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- Figure 59: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
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- Figure 60: Marital status of Hispanics, by age, 2013
- Figure 61: Gender ratio, by age and Hispanic origin, 2014
- Household size
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- Figure 62: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
- Children in the household
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- Figure 63: Households, by presence and ages of own children, 2013
- Generations
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- Figure 64: Generations, by Hispanic origin, 2014
- Figure 65: Distribution of generations by race and Hispanic origin, 2014
- Hispanics by country of origin/heritage
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- Figure 66: Hispanic population, by country of origin/heritage
- Mexicans (63% of US Hispanics)
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- Figure 67: Number of tortilla-related products launched per year in the US, 1996-2013
- Puerto Ricans (9% of US Hispanics)
- Cubans (4% of US Hispanics)
- Dominicans (3% of US Hispanics)
- Central Americans (8% of US Hispanics)
- South Americans (5% of US Hispanics)
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- Figure 68: US Hispanic population, by country of origin/heritage, 2000-10
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- Figure 69: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Hispanics by geographic concentration
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- Figure 70: Hispanic population, by region of residence, 2000-10
- Figure 71: Hispanic or Latino population as a percentage of total population by county, 2010
- States with the most Hispanic population growth
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- Figure 72: States ranked by change in Hispanic population, 2000-10
- Figure 73: Percentage change in Hispanic or Latino population by county, 2000-10
- Key Hispanic metropolitan areas
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- Figure 74: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
- Hispanics online
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- Figure 75: Internet use among Hispanics aged 18+, 2013
Acculturation
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- What is acculturation?
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- Figure 76: Acculturation diagram
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- Figure 77: Variables that affect acculturation
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 78: Characteristics of primary acculturation levels
- What is retroacculturation?
Appendix – Other Useful Consumer Tables
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- Hispanic consumers and dining out
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- Figure 79: Restaurant type Hispanics ordered from by meal type – Any visit, by gender, November 2014
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- Figure 80: Restaurant type Hispanics ordered from by meal type – Any visit, by age, November 2014
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- Figure 81: Restaurant type Hispanics ordered from by meal type – Any visit, by language spoken in home, November 2014
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- Figure 82: Fast food or drive-in restaurant chains Hispanics visit - any meal, by region, April 2013-June 2014
- Hispanics’ group size when dining out
- Hispanic adults
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- Figure 83: Number of adults in Hispanics’ group, by gender, November 2014
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- Figure 84: Number of adults in Hispanics’ group, by age, November 2014
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- Figure 85: Number of adults in Hispanics’ group, by household income, November 2014
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- Figure 86: Number of adults in Hispanics’ group, by language spoken in home, November 2014
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- Figure 87: Number of adults in Hispanics’ group, by level of acculturation, November 2014
- Presence of children when Hispanics go out to eat
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- Figure 88: Presence of children when Hispanics go out to eat – Children 5 and under, by gender, November 2014
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- Figure 89: Presence of children when Hispanics go out to eat – Children 5 and under, by age, November 2014
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- Figure 90: Presence of children when Hispanics go out to eat – Children of any age, by household income, November 2014
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- Figure 91: Presence of children when Hispanics go out to eat – Children 5 and under, by language spoken in home, November 2014
- Factors influencing Hispanics’ restaurant choices
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- Figure 92: Factors influencing restaurant choices among Hispanics, by gender, November 2014
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- Figure 93: Factors influencing restaurant choices among Hispanics, by age, November 2014
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- Figure 94: Factors influencing restaurant choices among Hispanics, by household income, November 2014
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- Figure 95: Factors influencing restaurant choices among Hispanics, by language spoken in home, November 2014
- Hispanics’ dining habits for appetizers/entrées/sides
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- Figure 96: Hispanics’ personal dining habits for appetizers/entrées/sides, by gender, November 2014
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- Figure 97: Hispanics’ personal dining habits for appetizers/entrées/sides, by age, November 2014
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- Figure 98: Hispanics’ personal dining habits for appetizers/entrées/sides, by household income, November 2014
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- Figure 99: Hispanics’ personal dining habits for appetizers/entrées/sides, by language spoken in home, November 2014
- Hispanics’ dining habits for desserts
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- Figure 100: Hispanics’ personal dining habits for desserts, by gender, November 2014
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- Figure 101: Hispanics’ personal dining habits for desserts, by age, November 2014
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- Figure 102: Hispanics’ personal dining habits for desserts, by household income, November 2014
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- Figure 103: Hispanics’ personal dining habits for desserts, by language spoken in home, November 2014
- Beverages Hispanics order
- For themselves
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- Figure 104: Beverages Hispanics order for themselves, by gender, November 2014
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- Figure 105: Beverages Hispanics order for themselves, by age, November 2014
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- Figure 106: Beverages Hispanics order for themselves, by household income, November 2014
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- Figure 107: Beverages Hispanics order for themselves, by language spoken in home, November 2014
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- Figure 108: Beverages Hispanics order for themselves, by level of acculturation, November 2014
- For their children
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- Figure 109: Beverages Hispanics order for their children, by gender, November 2014
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- Figure 110: Beverages Hispanics order for their children, by language spoken in home, November 2014
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- Figure 111: Beverages Hispanics order for their children, by household income, November 2014
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- Figure 112: Beverages Hispanics order for their children, by level of acculturation, November 2014
Appendix – Trade Associations
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