Table of Contents
Executive Summary
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- Being Hispanic and a Cooking Enthusiast often go hand-in-hand
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- Figure 1: Hispanic cooking segments, Hispanics indexed to all, June 2015
- The issues
- Hispanic kitchens are still the dominion of women
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- Figure 2: Hispanic cooking frequency, by gender and age, June 2015
- Attitudes differentiate Hispanic Cooking Enthusiasts from those who are not
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- Figure 3: Hispanics’ attitudes toward cooking at home – Rewards, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
- Hispanics cook what their families like
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- Figure 4: Hispanics’ attitudes toward cooking at home – Family approach, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
- The opportunities
- Partnering with Hispanic Cooking Enthusiasts as they develop their passion
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- Figure 5: Hispanic Cooking Enthusiasts’ changes in cooking behavior, by gender and age, June 2015
- Introducing convenience where it matters
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- Figure 6: Hispanics’ attitudes toward cooking at home – Resources, by level of acculturation, June 2015
- Leveraging the many ways in which Hispanic Cooking Enthusiasts are influenced
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- Figure 7: Sources influencing cooking behavior, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
- Listening to the family
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- Figure 8: Relative influence of family members on Hispanic Cooking Enthusiasts’ cooking behavior, by presence and age of children in the household, June 2015
- What it means
The Market – What You Need to Know
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- Cooking Enthusiasts account for half of Hispanics
- There is a “cycle” in the life of Hispanic Cooking Enthusiasts
- The internet is influencing Cooking Enthusiasts
- Hispanic children have a say
Hispanics in the Kitchen
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- Hispanics more likely to be Cooking Enthusiasts
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- Figure 9: Hispanic cooking segments, Hispanics indexed to all, June 2015
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- Figure 10: Estimated number of Hispanics adults aged 18+, by cooking segment, June 2015
Cooking Segments
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- Cooking Enthusiasts
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- Figure 11: Profile of Hispanic Cooking Enthusiasts, June 2015
- Conflicted Cooks
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- Figure 12: Profile of Hispanic Conflicted Cooks, June 2015
- Unenthusiastic Cooks
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- Figure 13: Profile of Hispanic Unenthusiastic Cooks, June 2015
- Non-/Infrequent Cooks
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- Figure 14: Profile of Hispanic Non-/Infrequent Cooks, June 2015
Market Factors
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- Hispanic market becoming bicultural
- Expenditures rise in each category of grocery perimeter foods
- Growing Hispanics’ expenditures on dining out not incompatible with more at home cooking
- Hispanics becoming more tech savvy
- Hispanic households more likely to include children
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- Figure 15: Presence of children in household, by race and Hispanic origin, 2014
Key Players – What You Need to Know
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- The market is changing
- Families are always at the center
What’s Working?
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- Keeping up with the evolution of the market
- Connecting to their roots with healthy options
- Reminding them why they cook
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- Figure 16: Walmart, Cuando somos mas, la pasamos mejor TV spot (When we are more, we have a better time), September 2015
- Encouraging them to explore
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- Figure 17: Kraft Mac & Cheese, Abuelita TV spot (Grandma), March 2015
What’s Next?
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- Focusing on the “Collective Intelligence”
The Consumer – What You Need to Know
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- Despite good intentions, men’s involvement in cooking is moderate
- Hispanic Cooking Enthusiasts don’t cook more than non-Cooking Enthusiasts
- Cooking at home has value and rewards for Hispanic Cooking Enthusiasts
- Hispanic Cooking Enthusiasts feel equipped to do what they want
- Families inspire Hispanic Cooking Enthusiasts to cook
- Many things influence how Hispanic Cooking Enthusiasts cook
Cooking Frequency
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- Despite cooking enthusiasm, traditional gender roles persist
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- Figure 18: Hispanic cooking frequency, by gender and age, June 2015
- Cooking enthusiasm doesn’t translate into higher cooking frequency
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- Figure 19: Hispanic cooking frequency – three or more times per week, by cooking segment, June 2015
Cooking Appeal
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- Overall, Hispanics like cooking
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- Figure 20: Hispanic cooking appeal, June 2015
- Children feed the love for cooking
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- Figure 21: Hispanic cooking appeal – like or love cooking, by presence and age of children in the household, June 2015
Cooking Skill Level
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- Hispanics humble about their skills
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- Figure 22: Hispanic cooking skills, June 2015
- Hispanic women’s cooking skills improve with time
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- Figure 23: Hispanic cooking skills – Advanced or very advanced, by gender and age, June 2015
- Skills improve only with desire
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- Figure 24: Hispanic cooking motivation – have to or want to, by cooking skills, June 2015
Changes In Cooking Behavior
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- Hispanics cooking more regardless of level of enthusiasm
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- Figure 25: Changes in cooking behavior, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
- Change in cooking behavior more significant among younger Hispanics
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- Figure 26: Hispanic Cooking Enthusiasts’ changes in cooking behavior, by gender and age, June 2015
- Change in cooking more at home more likely among more affluent Hispanics
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- Figure 27: Hispanic Cooking Enthusiasts’ changes in cooking behavior, by household income, June 2015
The Value of Cooking at Home
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- Hispanics clearly see value in cooking at home
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- Figure 28: Hispanics’ attitudes toward cooking at home – Value, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
- Through flavor, Hispanic female Cooking Enthusiasts make a case for cooking at home
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- Figure 29: Hispanic Cooking Enthusiasts’ attitudes toward cooking at home – Value, by gender and age, June 2015
- Unacculturated Hispanic Cooking Enthusiasts more attached to home flavors
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- Figure 30: Hispanic Cooking Enthusiasts’ attitudes toward cooking at home – Value, by level of acculturation, June 2015
The Reward of Cooking at Home
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- Hispanic Cooking Enthusiasts reign in their kitchens
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- Figure 31: Hispanics’ attitudes toward cooking at home – Rewards, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
- Creativity decreases with acculturation
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- Figure 32: Hispanics’ attitudes toward cooking at home – Rewards, by level of acculturation, June 2015
Resources for Cooking at Home
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- Hispanic Cooking Enthusiasts would rather not take shortcuts
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- Figure 33: Hispanics’ attitudes toward cooking at home – Resources, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
- Unacculturated Hispanic Cooking Enthusiasts more likely to distrust shortcuts
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- Figure 34: Hispanics’ attitudes toward cooking at home – Resources, by level of acculturation, June 2015
Family Dynamics of At-home Cooking
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- Family has a significant influence on what makes it to the table
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- Figure 35: Hispanics’ attitudes toward cooking at home – Family approach, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
- Female Hispanic Cooking Enthusiasts more likely to have the menu final say
- Hispanic children have it “their way”
- Younger Hispanic Cooking Enthusiasts more likely to expect praise
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- Figure 36: Hispanics’ attitudes toward cooking at home – Family approach, by gender and age, June 2015
- Figure 37: Hispanics’ attitudes toward cooking at home – I cook different things for different family members, by presence and age of children in the household, June 2015
Sources Influencing Cooking Behavior
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- Hispanic Cooking Enthusiasts are influenced by a variety of sources
- Online sources gaining relevance
- Traditional media still a source of influence
- Experience with other cultures brings creativity to the kitchen
- Dining out can serve as inspiration
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- Figure 38: Sources influencing cooking behavior, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
- Figure 39: Sources influencing Hispanic Cooking Enthusiasts’ cooking behavior, by level of acculturation, June 2015
- What about the influence of family?
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- Figure 40: Relative influence of family members on Hispanic Cooking Enthusiasts’ cooking behavior, by presence and age of children in the household, June 2015
Reasons for Cooking – Curiosity
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- Hispanic Cooking Enthusiasts more likely to crave other cultures
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- Figure 41: Reasons for cooking – Curiosity, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
- Age encourages different types of curiosity
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- Figure 42: Hispanic Cooking Enthusiasts’ reasons for cooking – Curiosity, by gender and age, June 2015
Reasons for Cooking – Health
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- Homemade = healthier among Hispanics
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- Figure 43: Reasons for cooking – Health, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
- Healthy cooking more important as Hispanics age
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- Figure 44: Hispanic Cooking Enthusiasts’ reasons for cooking – Health, by gender and age, June 2015
Reasons for Cooking – Joy
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- There is joy in cooking for Hispanic Cooking Enthusiasts
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- Figure 45: Reasons for cooking – Joy, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
- Cooking to preserve heritage decreases with acculturation
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- Figure 46: Hispanic Cooking Enthusiasts’ reasons for cooking – Joy, by level of acculturation, June 2015
Cooking Approach – Variety
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- Hispanic Cooking Enthusiasts more likely to look for variety
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- Figure 47: Cooking approach – Variety, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
- Women more likely to go beyond “regular cooking”
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- Figure 48: Hispanic Cooking Enthusiasts’ cooking approach – Variety, by gender and age, June 2015
Cooking Approach – Organization
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- Hispanic Cooking Enthusiasts not looking for simplicity
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- Figure 49: Cooking approach – Organization, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
- Individualism comes with acculturation
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- Figure 50: Hispanic Cooking Enthusiasts’ cooking approach – Organization, by level of acculturation, June 2015
Cooking Approach – Lifestyle
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- The joy of eating not connected to the joy of cooking
- For Hispanic male Cooking Enthusiasts, lack of time is to blame
- Teaching children to cook is a way of bonding
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- Figure 51: Cooking approach – Lifestyle, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
- Food is way to maintain the culture
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- Figure 52: Hispanic Cooking Enthusiasts’ cooking approach – Lifestyle, by gender and age, June 2015
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- Figure 53: Hispanic Cooking Enthusiasts’ cooking approach – Lifestyle, by gender and age, June 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Terms
- A note on acculturation
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