Table of Contents
Executive Summary
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- Hispanics purchase a variety of snacks for their households
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- Figure 1: Purchases of snacks for personal and household consumption among Hispanics, November 2014
- Appeal of grocery stores or supermarkets increases with acculturation
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- Figure 2: Places where Hispanics purchase snacks, November 2014
- Hispanic women buy snacks to please their families
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- Figure 3: Reasons for Hispanics to buy snacks, by gender and age, November 2014
- Price is the main driver when Hispanic purchase snacks
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- Figure 4: Important factors when Hispanics purchase snacks, November 2014
- Hispanics recognize that most snacks are not healthy
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- Figure 5: Attributes that Hispanics associate with specific types of snacks, November 2014
- Hispanics look for variety, choosing both salty and sweet snacks
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- Figure 6: Household consumption of salty and sweet snacks, by Hispanic origin, August 2013-September 2014
- What we think
Issues and Insights
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- Being introduced to the household
- The issues
- The implications
- Maintaining relevance as Hispanics move through the acculturation process
- The issues
- The implications
- Reaching Hispanics for snacks beyond Walmart
- The issues
- The implications
Trend Application
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- Trend: Transumers
- Trend: Minimize Me
- Trend: The Real Thing
Innovations and Innovators
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- Sabritas’ Wavy Shaped Potato Crisps with Cheese and Spicy Sauce
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- Figure 7: Sabritas’ Wavy Shaped Potato Crisps with Cheese and Spicy Sauce, February 2015
- N.A! Nature Addicts’ Apple Fruit Snack
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- Figure 8: N.A! Nature Addicts’ Apple Fruit Snack, February 2015
- Mavuno’s Organic All-Natural Dried Papaya
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- Figure 9: Mavuno’s Organic All-Natural Dried Papaya, February 2015
- Frito-Lay’s Doritos Jacked 3D
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- Figure 10: Frito-Lay’s Doritos Jacked 3D, February 2015
Marketing Strategies
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- Theme: Eating – It is an experience
- Play with Oreo
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- Figure 11: Oreo’s “Play with Oreo” commercial, January 2015
- Theme: Connecting Hispanics to their roots
- Lala – Confidence for you and your family
- Theme: Being part of well-balanced diet
- Nestlé – The best nest
Hispanics’ Snacking Purchases
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- Key points
- Hispanics purchase a variety of snacks for their households
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- Figure 12: Purchases of snacks for personal and household consumption among Hispanics, November 2014
- Hispanics equally likely to buy both sweet and salty snacks
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- Figure 13: Purchases of snacks for own consumption among Hispanics, by gender and age, November 2014
- Figure 14: Purchases of snacks for own consumption among Hispanics, by level of acculturation, November 2014
Where Hispanic Consumers Purchase Snacks
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- Key points
- Hispanics gravitate toward Walmart to buy snacks
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- Figure 15: Places where Hispanics purchase snacks, by household income, November 2014
- Appeal of grocery stores or supermarkets increase with acculturation
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- Figure 16: Places where Hispanics purchase snacks, by level of acculturation, November 2014
Reasons and Drivers for Hispanics to Purchase Snacks
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- Key points
- Hispanic women buy snacks to please their families
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- Figure 17: Reasons for Hispanics to buy snacks, by gender and age, November 2014
- Main reasons to buy snacks don’t change much by level of acculturation
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- Figure 18: Reasons for Hispanics to buy snacks, by level of acculturation, November 2014
- Price is the main driver when Hispanics purchase snacks
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- Figure 19: Important factors when Hispanics purchase snacks, by gender and age, November 2014
- Spanish-language snack packaging not important to Hispanics
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- Figure 20: Important factors when Hispanics purchase snacks, by level of acculturation, November 2014
Hispanics’ Perceptions and Attitudes toward Snacks
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- Key points
- Hispanics recognize that most snacks are not healthy
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- Figure 21: Attributes that Hispanics associate with specific types of snacks, November 2014
- Figure 22: Attributes that Hispanics associate with specific types of snacks, November 2014
- Hispanic women more likely than Hispanic men to want to control snacking in the household
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- Figure 23: Hispanics' attitudes toward snacking, by gender and age, November 2014
- Figure 24: Hispanics' attitudes toward snacking, by level of acculturation, November 2014
- Hispanic women more likely to feel guilty when eating snacks
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- Figure 25: Hispanics’ attitudes toward snacking, by gender and age, August 2013-September 2014
- Figure 26: Hispanics’ attitudes toward snacking, by language spoken at home, August 2013-September 2014
Hispanics’ Consumption of Snacks
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- Key points
- As Hispanics look for variety, they eat both salty and sweet snacks
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- Figure 27: Household consumption of salty and sweet snacks, by Hispanic origin, August 2013-September 2014
Potato Chips
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- Key points
- Potato chips consumption levels off with some English
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- Figure 28: Household consumption of potato chips, by Hispanic origin and language spoken at home, August 2013-September 2014
- Baked potato chips gaining traction as Hispanics become more acculturated
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- Figure 29: Types of potato chips that Hispanic households consume, by language spoken at home, August 2013-September 2014
- With acculturation comes greater appeal for flavor variety
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- Figure 30: Flavors of potato chips that Hispanic households consume, by language spoken at home, August 2013-September 2014
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- Figure 31: Flavors of potato chips that Hispanic households consume, by region, August 2013-September 2014
- Lay’s is the most popular brand among Hispanics
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- Figure 32: Brands of potato chips that Hispanic households consume, by region, August 2013-September 2014
- Figure 33: Brands of potato chips that Hispanic households consume, by language spoken at home, August 2013-September 2014
Corn, Tortilla or Cheese Chips/Snacks
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- Key points
- English-dominant Hispanics lead in consumption of corn, tortilla, or cheese chips/snacks
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- Figure 34: Household consumption of corn, tortilla, or cheese chips/snacks, by Hispanic origin and language spoken at home, August 2013-September 2014
- Doritos and Cheetos dominate Hispanics’ preference
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- Figure 35: Brands of corn, tortilla, or cheese chips/snacks that Hispanic households consume, by region, August 2013-September 2014
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- Figure 36: Brands of corn, tortilla, or cheese chips/snacks that Hispanic households consume, by language spoken at home, August 2013-September 2014
Snack Crackers, Saltines, and Graham Crackers
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- Key points
- Leap in crackers’ consumption among English-dominant Hispanics
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- Figure 37: Household consumption of snack crackers, saltines, and graham crackers, by Hispanic origin and language spoken in home, August 2013-September 2014
- Saltines preferred by Hispanics in the cracker category
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- Figure 38: Maria cookies by Goya, March 2010
- Figure 39: Types of snack crackers, saltines, and graham crackers that Hispanic households consume, by language spoken at home, August 2013-September 2014
- Gamesa is popular among Spanish-dominant Hispanics
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- Figure 40: Brands of snack crackers, saltines, and graham crackers that Hispanic households consume, by region, August 2013-September 2014
- Figure 41: Brands of snack crackers, saltines, and graham crackers that Hispanic households consume, by language spoken at home, August 2013-September 2014
Popcorn
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- Key points
- English-dominant Hispanics more likely than non-Hispanics to eat popcorn
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- Figure 42: Household consumption of popcorn, by Hispanic origin and language spoken in home, August 2013-September 2014
- Popcorn market is very fragmented
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- Figure 43: Brands of popcorn that Hispanic households consume, by language spoken at home, August 2013-September 2014
Nuts
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- Key points
- Hispanics’ consumption of nuts increases with acculturation
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- Figure 44: Household consumption of nuts, by Hispanic origin and language spoken in home, August 2013-September 2014
- Hispanics’ consumption of salty nuts increases with acculturation
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- Figure 45: Types of nuts that Hispanic households consume, by language spoken at home, August 2013-September 2014
- Hispanics’ preferred nuts are almonds and peanuts
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- Figure 46: Kinds of nuts that Hispanic households consume, by region, August 2013-September 2014
- Figure 47: Kinds of nuts that Hispanic households consume, by language spoken at home, August 2013-September 2014
- Hispanics see value in store brands when buying nuts
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- Figure 48: Brands of nuts that Hispanic households consume, by region, August 2013-September 2014
- Figure 49: Brands of nuts that Hispanic households consume, by language spoken at home, August 2013-September 2014
Other Snacks
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- Key points
- Bilingual and English-dominant Hispanics more likely to enjoy other snacks
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- Figure 50: Household consumption of other snacks, by Hispanic origin and language spoken in home, August 2013-September 2014
- Plantain chips popular in the Northeast
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- Figure 51: Types of other snacks that Hispanic households consume, by region, August 2013-September 2014
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- Figure 52: Types of other snacks that Hispanic households consume, by language spoken at home, August 2013-September 2014
Dips
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- Key points
- English-dominant consumption of dips is similar to non-Hispanic levels
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- Figure 53: Household consumption of dip, by Hispanic origin and language spoken in home, August 2013-September 2014
- Frito-Lay and Tostitos dips almost tied for preference in a very fragmented market
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- Figure 54: Brands of dip that Hispanic households consume, by region, August 2013-September 2014
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- Figure 55: Brands of dip that Hispanic households consume, by language spoken at home, August 2013-September 2014
Pretzels
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- Key points
- Pretzels’ appeal increases gradually with acculturation
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- Figure 56: Household consumption of pretzels, by Hispanic origin and language spoken at home, August 2013-September 2014
- Hispanics may be buying pretzels based on price
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- Figure 57: Brands of pretzels that Hispanic households consume, by region, August 2013-September 2014
- Figure 58: Brands of pretzels that Hispanic households consume, by language spoken at home, August 2013-September 2014
Meat Snacks and Beef Jerky
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- Key points
- English-dominant Hispanics more likely than non-Hispanics to consume meat snacks and beef jerky
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- Figure 59: Household consumption of meat snacks and beef jerky, by Hispanic origin and language spoken in home, August 2013-September 2014
- Hispanics more open to try different flavors as they become more acculturated
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- Figure 60: Flavors of meat snacks and beef jerky that Hispanic households consume, by language spoken at home, August 2013-September 2014
- Hispanics define their preferred brands of meat snacks and beef jerky early in the acculturation process
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- Figure 61: Brands of meat snacks and beef jerky that Hispanic households consume, by language spoken at home, August 2013-September 2014
Ice Cream
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- Key points
- Ice cream appeals to the vast majority of Hispanics
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- Figure 62: Household consumption of ice cream, by Hispanic origin and language spoken in home, August 2013-September 2014
- Hispanics gravitate toward regular ice cream
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- Figure 63: Types of ice cream that Hispanic households consume, by language spoken at home, August 2013-September 2014
- In a fragmented market, store brands are an appealing option to Hispanics
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- Figure 64: Brands of ice cream that Hispanics ate in the last 30 days, by region, August 2013-September 2014
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- Figure 65: Brands of ice cream that Hispanics ate in the last 30 days, by language spoken at home, August 2013-September 2014
Ready-to-Eat Cookies
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- Key points
- Hispanics equally as likely as non-Hispanics to consume ready-to-eat cookies
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- Figure 66: Household consumption of ready-to-eat cookies, by Hispanic origin and language spoken at home, August 2013-September 2014
- As Hispanics become more acculturated, they eat more varieties of ready-to-eat cookies
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- Figure 67: Types of ready-to-eat cookies that Hispanic households consume, by language spoken at home, August 2013-September 2014
- Gamesa is the leading brand among Spanish-dominant Hispanics
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- Figure 68: Brands of ready-to-eat cookies that Hispanic households consume, by language spoken at home, August 2013-September 2014
Chocolate and Candy
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- Key points
- Spanish-dominant Hispanics discover the appeal of chocolate and candy as they become more acculturated
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- Figure 69: Personal consumption of chocolate and other candy, by Hispanic origin and language spoken in home, August 2013-September 2014
- Small-size packaging more appealing to Hispanic women
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- Figure 70: Types of chocolate and other candy that Hispanics consume, by gender and age, August 2013-September 2014
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- Figure 71: Types of chocolate and other candy that Hispanics consume, by gender and age, August 2013-September 2014
- Hershey’s and Mars products are most popular
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- Figure 72: Summary of brands of chocolate and other candy that Hispanics consume, by gender and age, August 2013-September 2014
- Figure 73: Summary of brands of Chocolate and other candy that Hispanics consume, by language spoken at home, August 2013-September 2014
Yogurt and Smoothies
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- Key points
- Hispanics more likely than non-Hispanics to consume yogurt and smoothies
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- Figure 74: Personal consumption of yogurt and smoothies, by Hispanic origin, August 2013-September 2014
- Figure 75: Hispanics’ personal consumption of yogurt and smoothies, by gender and age, August 2013-September 2014
- Drinkable smoothies appeal to younger Hispanics
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- Figure 76: Forms of yogurt and smoothies that Hispanics consume, by gender and age, August 2013-September 2014
- Younger and bicultural Hispanics consuming more variety in terms of brands
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- Figure 77: Brands of yogurt and smoothies that Hispanics consume, by gender and age, August 2013-September 2014
- Figure 78: Brands of yogurt and smoothies that Hispanics consume, by language spoken at home, August 2013-September 2014
Frozen Novelty Treats
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- Key points
- Appetite for frozen novelty treats increases with level of Hispanic acculturation
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- Figure 79: Household consumption of frozen novelty treats, by Hispanic origin and language spoken at home, August 2013-September 2014
- Frozen novelty snacks made out of fruit resonate well with unacculturated Hispanics
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- Figure 80: Brands of frozen novelty treats that Hispanics eat, by language spoken at home, August 2013-September 2014
Ready-to-Eat Snack Cakes
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- Key points
- Bilingual and English-dominant Hispanics more likely than non-Hispanics to consume ready-to-eat cakes
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- Figure 81: Household consumption of ready-to-eat snack cakes, by Hispanic origin and language spoken in home, August 2013-September 2014
- Consumption of low-fat or non-fat ready-to-eat snacks is very modest
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- Figure 82: Types of ready-to-eat snack cakes that Hispanic households consume, by language spoken at home, August 2013-September 2014
- Gansito from Marinela preferred cake among Spanish-dominant Hispanics
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- Figure 83: Brands of ready-to-eat snack cakes that Hispanics ate in the last 30 days, by region, August 2013-September 2014
- Figure 84: Brands of ready-to-eat snack cakes that Hispanics ate in the last 30 days, by language spoken at home, August 2013-September 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 85: Purchasing power, by race/Hispanic origin, 1990-2018
- Figure 86: Purchasing power, by race/Hispanic origin, 1990-2018
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- Figure 87: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2013
- Figure 88: Top 10 states ranked by dollar amount of Hispanic buying power, 2013
- US household income distribution
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- Figure 89: 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 90: Population by race and Hispanic origin, 2009-19
- Figure 91: Population, by race and Hispanic origin, 1970-2020
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- Figure 92: Asian, Black, and Hispanic populations, 1970-2020
- Hispanic share of births
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- Figure 93: 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 94: Hispanic share of the population, by age, 2009-19
- The Hispanic and total US population by gender
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- Figure 95: Population, by gender and Hispanic origin, 2009-19
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- Figure 96: Age distribution of women, by Hispanic origin, 2014
- Figure 97: Age distribution of men, by Hispanic origin, 2014
- Characteristics
- Marital status
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- Figure 98: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
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- Figure 99: Marital status of Hispanics, by age, 2013
- Figure 100: Gender ratio, by age and Hispanic origin, 2014
- Household size
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- Figure 101: 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 102: Households, by presence and ages of own children, 2013
- Generations
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- Figure 103: Generations, by Hispanic origin, 2014
- Figure 104: Distribution of generations by race and Hispanic origin, 2014
- Hispanics by country of origin/heritage
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- Figure 105: Hispanic population, by country of origin/heritage
- Mexicans (63% of US Hispanics)
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- Figure 106: 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 107: US Hispanic population, by country of origin/heritage, 2000-10
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- Figure 108: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Hispanics by geographic concentration
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- Figure 109: Hispanic population, by region of residence, 2000-10
- Figure 110: 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 111: States ranked by change in Hispanic population, 2000-10
- Figure 112: Percentage change in Hispanic or Latino population by county, 2000-10
- Key Hispanic metropolitan areas
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- Figure 113: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
- Hispanics online
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- Figure 114: Internet use among Hispanics aged 18+, 2013
Acculturation
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- What is acculturation?
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- Figure 115: Acculturation diagram
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- Figure 116: Variables that affect acculturation
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 117: Characteristics of primary acculturation levels
- What is retroacculturation?
Appendix – Other Useful Tables
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- Where Hispanic consumers purchase snacks
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- Figure 118: Places where Hispanics purchase snacks, by gender, November 2014
- Figure 119: Places where Hispanics purchase snacks, by age, November 2014
- Figure 120: Places where Hispanics purchase snacks, by language spoken at home, November 2014
- Reasons why Hispanics purchase snacks
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- Figure 121: Reasons for Hispanics to buy snacks, by gender, November 2014
- Figure 122: Reasons for Hispanics to buy snacks, by age, November 2014
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- Figure 123: Reasons for Hispanics to buy snacks, by household income, November 2014
- Figure 124: Reasons for Hispanics to buy snacks, by language spoken at home, November 2014
- Important factors when Hispanics purchase snacks
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- Figure 125: Important factors when Hispanics purchase snacks, by gender, November 2014
- Figure 126: Important factors when Hispanics purchase snacks, by age, November 2014
- Figure 127: Important factors when Hispanics purchase snacks, by household income, November 2014
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- Figure 128: Important factors when Hispanics purchase snacks, by language spoken at home, November 2014
- Hispanics’ attitudes toward snacks
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- Figure 129: Hispanics' attitudes toward snacking, by gender, November 2014
- Figure 130: Hispanics' attitudes toward snacking, by age, November 2014
- Figure 131: Hispanics' attitudes toward snacking, by household income, November 2014
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- Figure 132: Hispanics' attitudes toward snacking, by language spoken at home, November 2014
- Potato chips
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- Figure 133: Types of potato chips that Hispanic households consume, by region, August 2013-September 2014
- Snack crackers, saltines, and graham crackers
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- Figure 134: Types of Snack crackers, saltines, and graham crackers that Hispanic households consume, by region, August 2013-September 2014
- Popcorn
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- Figure 135: Brands of popcorn that Hispanic households consume, by region, August 2013-September 2014
- Meat snacks and beef jerky
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- Figure 136: Flavors of meat snacks and beef jerky that Hispanic households consume, by region, August 2013-September 2014
- Figure 137: Brands of meat snacks and beef jerky that Hispanic households consume, by region, August 2013-September 2014
- Ice cream
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- Figure 138: Types of ice cream that Hispanic households consume, by region, August 2013-September 2014
- Ready-to-eat cookies
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- Figure 139: Types of ready-to-eat cookies that Hispanic households consume, by region, August 2013-September 2014
- Figure 140: Brands of ready-to-eat cookies that Hispanic households consume, by region, August 2013-September 2014
- Yogurt and smoothies
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- Figure 141: Forms of yogurt and smoothies that Hispanics consume, by language spoken at home, August 2013-September 2014
- Frozen novelty treats
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- Figure 142: Brands of frozen novelty treats that Hispanics eat, by region, August 2013-September 2014
- Chocolate and other candy
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- Figure 143: Brands of chocolate and other candy that Hispanics consume, by gender and age, August 2013-September 2014
- Figure 144: Brands of Chocolate and other candy that Hispanics consume, by language spoken at home, August 2013-September 2014
- Ready-to-eat snack cakes
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- Figure 145: Types of ready-to-eat snack cakes that Hispanic households consume, by region, August 2013-September 2014
Appendix – Trade Associations
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- Food Marketing Institute (FMI)
- Grocery Manufacturers Association (GMA)
- International Dairy Foods Association (IDFA)
- National Confectioners Association (NCA)
- National Association of Convenience Stores (NACS)
- Private Label Manufacturers Association (PLMA)
- Snack Food Association (SFA)
- Specialty Food Association
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