Table of Contents
Executive Summary
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- Overview
- How to identify the optimal Hispanic target for cooking
- The issue: The majority of Hispanics are Cooking Enthusiasts
- The opportunity: Target Hispanic cooks based on attitudes and motivations
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- Figure 1: Share of Hispanic Cooking Enthusiasts and its further breakdown among in-depth cooking segments, April 2018
- How premium products fit in Hispanics’ approach to cooking
- The issue: Lower household incomes influence Hispanics’ perception of premium
- The opportunity: Understand what “premium” means to Hispanic cooks
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- Figure 2: Ingredients Hispanics use weekly, Cooking Enthusiasts vs All Hispanics, April 2018
- Who takes the lead in the kitchen
- The issue: Traditional gender roles still apply
- The opportunity: Men are less concerned with criticism and may be more open to experiment
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- Figure 3: Hispanic Cooking Enthusiasts’ cooking frequency, by gender and age, April 2018
- Leveraging Hispanic cooking habits
- The issue: Routine and desire to please may hinder creativity
- The opportunity: Encourage creativity
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- Figure 4: Hispanics’ cooking behaviors, Cooking Enthusiasts vs All Hispanics, April 2018
- What it means
The Market – What You Need to Know
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- The majority of Hispanics are Cooking Enthusiasts
- Beyond attitudes, demographics affect how Hispanics cook:
Hispanics in the Kitchen
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- The importance of food in the life of Hispanics
- Hispanics more likely to be Cooking Enthusiasts
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- Figure 5: Cooking segments, Hispanics vs all US Consumers, [Hispanics] April 2018; [all US Consumers] July 2018
- Cooking Enthusiasts
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- Figure 6: Profile of Hispanic Cooking Enthusiasts, April 2018
Where Hispanic Cooking Enthusiasts Fit
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- Cooking Enthusiasts over index for falling in two cooking segments
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- Figure 7: Hispanic cooking segments, by all Hispanics and Hispanic Cooking Enthusiasts, April 2018
- Self-Critic Cooks (37%)
- Opportunities
- Characteristics
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- Figure 8: Profile of Hispanic Self-Critic Cooks, April 2018
- Confident Cooks (19%)
- Opportunities
- Characteristics
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- Figure 9: Profile of Hispanic Confident Cooks, April 2018
- Conservative Cooks (22%)
- Opportunities
- Characteristics
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- Figure 10: Profile of Hispanic Conservative Cooks, April 2018
- Cooking Avoiders (22%)
- Opportunities
- Characteristics
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- Figure 11: Profile of Hispanic Cooking Avoiders, April 2018
Market Perspective
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- Hispanics are young
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- Figure 12: Distribution of population, by age and race/Hispanic origin, 2018
- Hispanics are bilingual and gravitating toward biculturalism
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- Figure 13: Language(s) Hispanics speak at home, January 2017-March 2018
- Hispanics live in larger households
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- Figure 14: Average number of people per household, by race and Hispanic origin, 2017
- Figure 15: Households with related children, by race and Hispanic origin of householder, 2017
- Median household income for Hispanics significantly below national median
- Less-affluent Hispanics may be hesitant to experiment
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- Figure 16: Median household income, by race and Hispanic origin of householder, 2016
- Figure 17: Household income distribution by race and Hispanic origin of householder, 2016
What’s Happening – What You Need to Know
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- Hispanics look beyond traditional Hispanic foods as they adopt English
- Fragmented market creates opportunities to for brand extensions
- With increasing competition, creativity can make a difference
What’s Happening?
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- Hispanics embrace variety as they become English dominant
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- Figure 18: Hispanics’ eating habits, by languages spoken in home, January 2017-March 2018
- Hispanics over index for wanting international foods
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- Figure 19: Interest in international foods at grocery retailers – any food within each cuisine type, by race and Hispanic origin, indexed to all, October 2017
- Expanding brands
- Example: Knorr One Skillet Meals
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- Figure 20: Knorr’s Southwestern Chicken, Brown Rice & Quinoa Meal Starter, October 2017
- Example: Chobani’s Squeezable Greek Yogurt
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- Figure 21: Chobani Savor Low-Fat Plain Squeezable Greek Yogurt, August 2018
What’s Next?
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- More pressure for creativity
The Consumer – What You Need to Know
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- Cooking Enthusiasts spend more time in the kitchen
- Cooking Enthusiasts’ skills influenced by traditional gender roles
- Family’s influence is key shaping how Hispanic Cooking Enthusiasts cook
- Hispanic Cooking Enthusiasts use a variety of ingredients
- Hispanic Cooking Enthusiasts love their appliances
- Hispanic Cooking Enthusiasts like to experiment, but may lack time to do it
Cooking Frequency
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- Cooking Enthusiasts cook frequently
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- Figure 22: Hispanics’ cooking frequency, Cooking Enthusiasts vs All Hispanics, April 2018
- The kitchen is still the women’s turf
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- Figure 23: Hispanic Cooking Enthusiasts’ cooking frequency, by gender and age, April 2018
- Cooking frequency decreases with acculturation
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- Figure 24: Hispanic Cooking Enthusiasts’ cooking frequency, by level of acculturation, April 2018
Cooking Skills
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- Cooking Enthusiasts have confidence in their cooking skills
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- Figure 25: Hispanics’ cooking skills, Cooking Enthusiasts vs All Hispanics, April 2018
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- Figure 26: Hispanic Cooking Enthusiasts’ cooking skills, by gender and age, April 2018
- Figure 27: Hispanic Cooking Enthusiasts’ cooking skills, by acculturation level, April 2018
Factors Influencing Cooking Approach
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- Online sources can influence Hispanic Cooking Enthusiasts
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- Figure 28: Factors influencing Hispanics’ cooking behavior, Cooking Enthusiasts vs All Hispanics, April 2018
- Mom’s influence is driven by Hispanic women aged 18-34
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- Figure 29: Factors influencing Hispanic Cooking Enthusiasts’ cooking behavior, by gender and age, April 2018
- Unacculturated Hispanics listen to their children
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- Figure 30: Factors influencing Hispanic Cooking Enthusiasts’ cooking behavior, by level of acculturation, April 2018
Use of Ingredients
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- Hispanic Cooking Enthusiasts over index for using premium ingredients and seafood
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- Figure 31: Ingredients Hispanics use weekly, Cooking Enthusiasts vs All Hispanics, April 2018
- Product claims depicting premium quality may not always resonate
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- Figure 32: Hispanic Cooking Enthusiasts’ use of premium ingredients – Once a week or more, by key demographics, April 2018
- Seafood consumption has a seasonal component
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- Figure 33: Hispanic Cooking Enthusiasts’ use of seafood – Once a week or more, by key demographics, April 2018
Small Kitchen Appliances
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- Usage
- Hispanic Cooking Enthusiasts equally likely as others to use small kitchen appliances
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- Figure 34: Small kitchen appliances Hispanics use weekly, Cooking Enthusiasts vs All Hispanics, April 2018
- Importance of small appliances
- Hispanic Cooking Enthusiasts are more likely to be attached to their arsenal of small appliances
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- Figure 35: Small kitchen appliances Hispanics couldn’t live without, Cooking Enthusiasts vs All Hispanics, April 2018
- Age and gender dictate the importance of some small kitchen appliances
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- Figure 36: Small kitchen appliances Hispanic Cooking Enthusiasts couldn’t live without, by gender and age, April 2018
- Figure 37: Small kitchen appliances Hispanic Cooking Enthusiasts couldn’t live without, by level of acculturation, April 2018
Cooking Behaviors
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- Hispanic Cooking Enthusiasts like to experiment
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- Figure 38: Hispanics’ cooking behaviors, Cooking Enthusiasts vs All Hispanics, April 2018
- Younger Hispanic Cooking Enthusiasts are more likely to wish they had more time
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- Figure 39: Hispanic Cooking Enthusiasts’ desire for more time to use their creativity when cooking, by key demographics, April 2018
- More affluent Hispanic Cooking Enthusiasts are more into food trends
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- Figure 40: Hispanic Cooking Enthusiasts’ attitudes toward innovating in the kitchen, by household income, April 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- A note about acculturation
- Cooking segments definitions
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