Hispanics and Beverages - US - December 2003

INTRODUCTION & ABBREVIATIONS
INTRODUCTION
OTHER RELEVANT REPORTS
DEFINITION
ABBREVIATIONS & TERMS
EXECUTIVE SUMMARY
HISPANICS ARE NOW THE LARGEST MINORITY GROUP IN THE U.S.
U.S. HISPANICS ARE A DIVERSE GROUP
ACCULTURATION HAS A LARGE INFLUENCE ON PURCHASES
SPANISH-LANGUAGE MARKETING NEEDED TO REACH HISPANICS
HISPANICS DRINK A WIDE VARIETY OF FRUIT JUICES
WHOLE MILK IS MORE POPULAR AMONG HISPANICS
HISPANICS PREFER COFFEE TO TEA
IMMIGRANTS ARE LESS LIKELY TO CONSUME SOFT DRINKS
“ALTERNATIVE” BEVERAGES APPEAL TO HISPANICS
HISPANICS PREFER DOMESTIC TO IMPORTED BEER
TEQUILA IS THE LEADING TYPE OF DISTILLED SPIRIT
HISPANICS ARE LESS LIKELY TO DRINK WINE
HERITAGE INFLUENCES ALCOHOLIC BEVERAGE CONSUMPTION
THE HISPANIC POPULATION
INTRODUCTION
GROWTH OF THE HISPANIC POPULATION
Figure 1 U.S. population by Hispanic origin, 1990-2002
Graph 1 Population by age and Hispanic origin, 2002
DIVERSITY WITHIN THE HISPANIC POPULATION
MANY HISPANICS ARE IMMIGRANTS
Graph 2 Median household income, by Hispanic origin, 2001
DIFFERENCES IN REGIONAL HISPANIC POPULATIONS
HISPANICS HAVE LARGER THAN AVERAGE HOUSEHOLDS
Graph 3 Household size, by Hispanic origin, 2002
ACCULTURATION
NON-ALCOHOLIC BEVERAGES
FRUIT AND VEGETABLE JUICES
Figure 2 Household consumption of fruit and vegetable juice, by Hispanic origin, 2002Bases: All: 20,024 adults aged 18 or older; All Hispanics: 10,072 Hispanics aged 18 or older
Figure 3 Household consumption of fruit and vegetable juice by Hispanics, by nativity, 2002“Does anyone in your household use orange juice in bottles, cans, or cartons; other fruit juices and drinks (excluding carbonated drinks, orange juice, tomato, and vegetable juice); frozen orange juice; tomato and vegetable juices?”Base: 10,072 Hispanics aged 18 or older
Figure 4 Household consumption of fruit and vegetable juice by Hispanics, by language spoken at home, 2002“Does anyone in your household use orange juice in bottles, cans, or cartons; other fruit juices and drinks (excluding carbonated drinks, orange juice, tomato, and vegetable juice); frozen orange juice; tomato and vegetable juices?”Base: 10,072 Hispanics aged 18 or older
Figure 5 Household consumption of fruit and vegetable juice by Hispanics, by heritage, 2002“Does anyone in your household use orange juice in bottles, cans, or cartons; other fruit juices and drinks (excluding carbonated drinks, orange juice, tomato, and vegetable juice); frozen orange juice; tomato and vegetable juices?”Base: 10,072 Hispanics aged 18 or older
Figure 6 Household consumption of fruit and vegetable juice by Hispanics, by presence of children, 2002“Does anyone in your household use orange juice in bottles, cans, or cartons; other fruit juices and drinks (excluding carbonated drinks, orange juice, tomato, and vegetable juice); frozen orange juice; tomato and vegetable juices?”Base: 10,072 Hispanics aged 18 or older
Graph 4 Household consumption of fruit and vegetable juice by Hispanics, by presence of children, 2002
Figure 7 Household consumption of fruit and vegetable juice by Hispanics, by household income, 2002“Does anyone in your household use orange juice in bottles, cans, or cartons; other fruit juices and drinks (excluding carbonated drinks, orange juice, tomato, and vegetable juice); frozen orange juice; tomato and vegetable juices?”Base: 10,072 Hispanics aged 18 or older
Figure 8 Household consumption of fruit and vegetable juice by Hispanics, by region, 2002“Does anyone in your household use orange juice in bottles, cans, or cartons; other fruit juices and drinks (excluding carbonated drinks, orange juice, tomato, and vegetable juice); frozen orange juice; tomato and vegetable juices?”Base: 10,072 Hispanics aged 18 or older
MILK, MILK FLAVORINGS, AND NON-DAIRY CREAMER
Figure 9 Household consumption of milk, milk flavorings, and non-dairy creamer, by Hispanic origin, 2002Bases: All: 20,024 adults aged 18 or older; All Hispanics: 10,072 Hispanics aged 18 or older
Figure 10 Household consumption of milk, milk flavorings, and non-dairy creamer by Hispanics, by nativity, 2002“Does anyone in your household use milk (liquid in bottles and cartons); milk flavorings; canned milk; non-dairy cream substitutes (to put in coffee or on cereal)?”Base: 10,072 Hispanics aged 18 or older
Graph 5 Household consumption of types of milk by Hispanics, by nativity, 2002
Figure 11 Household consumption of milk, milk flavorings, and non-dairy creamer by Hispanics, by language spoken at home, 2002“Does anyone in your household use milk (liquid in bottles and cartons); milk flavorings; canned milk; non-dairy cream substitutes (to put in coffee or on cereal)?”Base: 10,072 Hispanics aged 18 or older
Figure 12 Household consumption of milk, milk flavorings, and non-dairy creamer by Hispanics, by heritage, 2002“Does anyone in your household use milk (liquid in bottles and cartons); milk flavorings; canned milk; non-dairy cream substitutes (to put in coffee or on cereal)?”Base: 10,072 Hispanics aged 18 or older
Figure 13 Household consumption of milk, milk flavorings, and non-dairy creamer by Hispanics, by presence of children, 2002“Does anyone in your household use milk (liquid in bottles and cartons); milk flavorings; canned milk; non-dairy cream substitutes (to put in coffee or on cereal)?”Base: 10,072 Hispanics aged 18 or older
Figure 14 Household consumption of milk, milk flavorings, and non-dairy creamer by Hispanics, by household income, 2002“Does anyone in your household use milk (liquid in bottles and cartons); milk flavorings; canned milk; non-dairy cream substitutes (to put in coffee or on cereal)?”Base: 10,072 Hispanics aged 18 or older
Figure 15 Household consumption of milk, milk flavorings, and non-dairy creamer by Hispanics, by region, 2002“Does anyone in your household use milk (liquid in bottles and cartons); milk flavorings; canned milk; non-dairy cream substitutes (to put in coffee or on cereal)?”Base: 10,072 Hispanics aged 18 or older
COFFEE AND TEA
Figure 16 Household consumption of coffee and tea, by Hispanic origin, 2002Bases: All: 20,024 adults aged 18 or older; All Hispanics: 10,072 Hispanics aged 18 or older
Figure 17 Household consumption of coffee and tea by Hispanics, by nativity, 2002“Does anyone in your household use ground or whole bean coffee; instant and freeze-dried coffee; international flavored instant coffee; espresso/cappuccino; regular tea (in bags or packages); instant iced tea mix?”Base: 10,072 Hispanics aged 18 or older
Figure 18 Household consumption of coffee and tea by Hispanics, by language spoken at home, 2002“Does anyone in your household use ground or whole bean coffee; instant and freeze-dried coffee; international flavored instant coffee; espresso/cappuccino; regular tea (in bags or packages); instant iced tea mix?”Base: 10,072 Hispanics aged 18 or older
Figure 19 Household consumption of coffee and tea by Hispanics, by heritage, 2002“Does anyone in your household use ground or whole bean coffee; instant and freeze-dried coffee; international flavored instant coffee; espresso/cappuccino; regular tea (in bags or packages); instant iced tea mix?”Base: 10,072 Hispanics aged 18 or older
Graph 6 Household consumption of coffee and tea by Hispanics, by heritage, 2002
Figure 20 Household consumption of coffee and tea by Hispanics, by presence of children, 2002“Does anyone in your household use ground or whole bean coffee; instant and freeze-dried coffee; international flavored instant coffee; espresso/cappuccino; regular tea (in bags or packages); instant iced tea mix?”Base: 10,072 Hispanics aged 18 or older
Figure 21 Household consumption of coffee and tea by Hispanics, by household income, 2002“Does anyone in your household use ground or whole bean coffee; instant and freeze-dried coffee; international flavored instant coffee; espresso/cappuccino; regular tea (in bags or packages); instant iced tea mix?”Base: 10,072 Hispanics aged 18 or older
Figure 22 Household consumption of coffee and tea by Hispanics, by region, 2002“Does anyone in your household use ground or whole bean coffee; instant and freeze-dried coffee; international flavored instant coffee; espresso/cappuccino; regular tea (in bags or packages); instant iced tea mix?”Base: 10,072 Hispanics aged 18 or older
CARBONATED SOFT DRINKS
Figure 23 Individual consumption of carbonated soft drinks, by Hispanic origin, 2002Bases: All: 20,024 adults aged 18 or older; All Hispanics: 10,072 Hispanics aged 18 or older
Figure 24 Individual consumption of carbonated soft drinks by Hispanics, by nativity, 2002“Do you drink regular cola drinks (carbonated, not diet); other regular carbonated (non-cola) soft drinks (non-diet); diet or sugar-free cola drinks (carbonated); other carbonated (non-cola) diet, sugar-free soft drinks?”Base: 10,072 Hispanics aged 18 or older
Graph 7 Individual consumption of regular and diet carbonated soft drinks by Hispanics, by nativity, 2002
Figure 25 Individual consumption of carbonated soft drinks by Hispanics, by language spoken at home, 2002“Do you drink regular cola drinks (carbonated, not diet); other regular carbonated (non-cola) soft drinks (non-diet); diet or sugar-free cola drinks (carbonated); other carbonated (non-cola) diet, sugar-free soft drinks?”Base: 10,072 Hispanics aged 18 or older
Figure 26 Individual consumption of carbonated soft drinks by Hispanics, by heritage, 2002“Do you drink regular cola drinks (carbonated, not diet); other regular carbonated (non-cola) soft drinks (non-diet); diet or sugar-free cola drinks (carbonated); other carbonated (non-cola) diet, sugar-free soft drinks?” Base: 10,072 Hispanics aged 18 or older
Figure 27 Individual consumption of carbonated soft drinks by Hispanics, by gender, 2002“Do you drink regular cola drinks (carbonated, not diet); other regular carbonated (non-cola) soft drinks (non-diet); diet or sugar-free cola drinks (carbonated); other carbonated (non-cola) diet, sugar-free soft drinks?” Base: 10,072 Hispanics aged 18 or older
Figure 28 Individual consumption of carbonated soft drinks by Hispanics, by household income, 2002“Do you drink regular cola drinks (carbonated, not diet); other regular carbonated (non-cola) soft drinks (non-diet); diet or sugar-free cola drinks (carbonated); other carbonated (non-cola) diet, sugar-free soft drinks?”Base: 10,072 Hispanics aged 18 or older
Figure 29 Individual consumption of carbonated soft drinks by Hispanics, by region, 2002“Do you drink regular cola drinks (carbonated, not diet); other regular carbonated (non-cola) soft drinks (non-diet); diet or sugar-free cola drinks (carbonated); other carbonated (non-cola) diet, sugar-free soft drinks?” Base: 10,072 Hispanics aged 18 or older
OTHER NON-ALCOHOLIC BEVERAGES
Figure 30 Individual consumption of other non-alcoholic beverages, by Hispanic origin, 2002Bases: All: 20,024 adults aged 18 or older; All Hispanics: 10,072 Hispanics aged 18 or older
Graph 8 Individual consumption of regular and diet carbonated soft drinks by Hispanic origin, 2002
Figure 31 Individual consumption of other non-alcoholic beverages by Hispanics, by nativity, 2002“Do you drink non-carbonated bottled spring waters; thirst quencher and sports/activity drinks; iced tea (ready-to-drink); sparkling water/seltzers/natural sodas; energy drinks?”Base: 10,072 Hispanics aged 18 or older
Figure 32 Individual consumption of other non-alcoholic beverages by Hispanics, by language spoken at home, 2002“Do you drink non-carbonated bottled spring waters; thirst quencher and sports/activity drinks; iced tea (ready-to-drink); sparkling water/seltzers/natural sodas; energy drinks?”Base: 10,072 Hispanics aged 18 or older
Figure 33 Individual consumption of other non-alcoholic beverages by Hispanics, by heritage, 2002“Do you drink non-carbonated bottled spring waters; thirst quencher and sports/activity drinks; iced tea (ready-to-drink); sparkling water/seltzers/natural sodas; energy drinks?”Base: 10,072 Hispanics aged 18 or older
Figure 34 Individual consumption of other non-alcoholic beverages by Hispanics, by gender, 2002“Do you drink non-carbonated bottled spring waters; thirst quencher and sports/activity drinks; iced tea (ready-to-drink); sparkling water/seltzers/natural sodas; energy drinks?”Base: 10,072 Hispanics aged 18 or older
Figure 35 Individual consumption of other non-alcoholic beverages by Hispanics, by household income, 2002“Do you drink non-carbonated bottled spring waters; thirst quencher and sports/activity drinks; iced tea (ready-to-drink); sparkling water/seltzers/natural sodas; energy drinks?”Base: 10,072 Hispanics aged 18 or older
Figure 36 Individual consumption of other non-alcoholic beverages by Hispanics, by region, 2002“Do you drink non-carbonated bottled spring waters; thirst quencher and sports/activity drinks; iced tea (ready-to-drink); sparkling water/seltzers/natural sodas; energy drinks?”Base: 10,072 Hispanics aged 18 or older
ALCOHOLIC BEVERAGES
BEER
Figure 37 Consumption of beer, by Hispanic origin, 2002Bases: All: 19,203 adults aged 21 or older; All Hispanics: 9,449 Hispanics aged 21 or older
Figure 38 Consumption of beer by Hispanics, by nativity, 2002“Do you drink imported beer/if yes, types you drink; do you drink light/low calorie beer (cans or bottles); regular domestic beer (cans or bottles) (not light/low calorie); ice beer; micro-brewed beer?”Base: 9,449 Hispanics aged 21 or older
Figure 39 Consumption of beer by Hispanics, by language spoken at home, 2002“Do you drink imported beer/if yes, types you drink; do you drink light/low calorie beer (cans or bottles); regular domestic beer (cans or bottles) (not light/low calorie); ice beer; micro-brewed beer?”Base: 9,449 Hispanics aged 21 or older
Figure 40 Consumption of beer by Hispanics, by heritage, 2002“Do you drink imported beer/if yes, types you drink; do you drink light/low calorie beer (cans or bottles); regular domestic beer (cans or bottles) (not light/low calorie); ice beer; micro-brewed beer?”Base: 9,449 Hispanics aged 21 or older
Figure 41 Consumption of beer by Hispanics, by gender, 2002“Do you drink imported beer/if yes, types you drink; do you drink light/low calorie beer (cans or bottles); regular domestic beer (cans or bottles) (not light/low calorie); ice beer; micro-brewed beer?”Base: 9,449 Hispanics aged 21 or older
Graph 9 Consumption of beer types by Hispanics, by gender, 2002
Figure 42 Consumption of beer by Hispanics, by household income, 2002“Do you drink imported beer/if yes, types you drink; do you drink light/low calorie beer (cans or bottles); regular domestic beer (cans or bottles) (not light/low calorie); ice beer; micro-brewed beer?”Base: 9,449 Hispanics aged 21 or older
Figure 43 Consumption of beer by Hispanics, by region, 2002“Do you drink imported beer/if yes, types you drink; do you drink light/low calorie beer (cans or bottles); regular domestic beer (cans or bottles) (not light/low calorie); ice beer; micro-brewed beer?”Base: 9,449 Hispanics aged 21 or older
DISTILLED SPIRITS
Figure 44 Consumption of distilled spirits and cordials/liqueurs, by Hispanic origin, 2002Bases: All: 19,203 adults aged 21 or older; All Hispanics: 9,449 Hispanics aged 21 or older
Figure 45 Consumption of distilled spirits by Hispanics, by nativity, 2002“Do you drink tequila; rum; vodka; Scotch whisky; brandy and Armagnac; cognac; bourbon whiskey; Canadian whisky; gin; blended whiskey or rye; cordials and liqueurs?”Base: 9,449 Hispanics aged 21 or older
Figure 46 Consumption of distilled spirits by Hispanics, by language spoken at home, 2002“Do you drink tequila; rum; vodka; Scotch whisky; brandy and Armagnac; cognac; bourbon whiskey; Canadian whisky; gin; blended whiskey or rye; cordials and liqueurs?”Base: Base: 9,449 Hispanics aged 21 or older
Figure 47 Consumption of distilled spirits by Hispanics, by heritage, 2002“Do you drink tequila; rum; vodka; Scotch whisky; brandy and Armagnac; cognac; bourbon whiskey; Canadian whisky; gin; blended whiskey or rye; cordials and liqueurs?”Base: 9,449 Hispanics aged 21 or older
Graph 10 Consumption of distilled spirits by Hispanics, by heritage, 2002
Figure 48 Consumption of distilled spirits by Hispanics, by gender, 2002“Do you drink tequila; rum; vodka; Scotch whisky; brandy and Armagnac; cognac; bourbon whiskey; Canadian whisky; gin; blended whiskey or rye; cordials and liqueurs?”Base: 9,449 Hispanics aged 21 or older
Figure 49 Consumption of distilled spirits by Hispanics, by household income, 2002“Do you drink tequila; rum; vodka; Scotch whisky; brandy and Armagnac; cognac; bourbon whiskey; Canadian whisky; gin; blended whiskey or rye; cordials and liqueurs?”Base: 9,449 Hispanics aged 21 or older
Figure 50 Consumption of distilled spirits by Hispanics, by region, 2002“Do you drink tequila; rum; vodka; Scotch whisky; brandy and Armagnac; cognac; bourbon whiskey; Canadian whisky; gin; blended whiskey or rye; cordials and liqueurs?”Base: 9,449 Hispanics aged 21 or older
WINE
Figure 51 Consumption of wine, by Hispanic origin, 2002Bases: All: 19,203 adults aged 21 or older; All Hispanics: 9,449 Hispanics aged 21 or older
Figure 52 Consumption of wine by Hispanics, by nativity, 2002“Do you drink domestic dinner/table wines (excluding vermouth)/if yes, types you drink; imported dinner/table wines (excluding vermouth)/if yes, types you drink; champagne and sparkling wines?”Base: 9,449 Hispanics aged 21 or older
Graph 11 Consumption of domestic and imported still wines and champagne/sparkling wine by Hispanics, by nativity, 2002
Figure 53 Consumption of wine by Hispanics, by language spoken at home, 2002“Do you drink domestic dinner/table wines (excluding vermouth)/if yes, types you drink; imported dinner/table wines (excluding vermouth)/if yes, types you drink; champagne and sparkling wines?”Base: 9,449 Hispanics aged 21 or older
Figure 54 Consumption of wine by Hispanics, by heritage, 2002“Do you drink domestic dinner/table wines (excluding vermouth)/if yes, types you drink; imported dinner/table wines (excluding vermouth)/if yes, types you drink; Champagne and sparkling wines?”Base: 9,449 Hispanics aged 21 or older
Figure 55 Consumption of wine by Hispanics, by gender, 2002“Do you drink domestic dinner/table wines (excluding vermouth)/if yes, types you drink; imported dinner/table wines (excluding vermouth)/if yes, types you drink; Champagne and sparkling wines?”Base: 9,449 Hispanics aged 21 or older
Figure 56 Consumption of wine by Hispanics, by household income, 2002“Do you drink domestic dinner/table wines (excluding vermouth)/if yes, types you drink; imported dinner/table wines (excluding vermouth)/if yes, types you drink; Champagne and sparkling wines?”Base: 9,449 Hispanics aged 21 or older
Figure 57 Consumption of wine by Hispanics, by region, 2002“Do you drink domestic dinner/table wines (excluding vermouth)/if yes, types you drink; imported dinner/table wines (excluding vermouth)/if yes, types you drink; Champagne and sparkling wines?”Base: 9,449 Hispanics aged 21 or older
OTHER ALCOHOLIC BEVERAGES
Figure 58 Consumption of other alcoholic beverages, by Hispanic origin, 2002Bases: All: 19,203 adults aged 21 or older; All Hispanics: 9,449 Hispanics aged 21 or older
Figure 59 Consumption of other alcoholic beverages by Hispanics, by nativity, 2002“Do you drink any of the alcoholic beverages listed below [hard lemonades, RTD cocktails, malternatives]; do you drink wine coolers; malt liquor; hard cider?”Base: 9,449 Hispanics aged 21 or older
Figure 60 Consumption of other alcoholic beverages by Hispanics, by language spoken at home, 2002“Do you drink any of the alcoholic beverages listed below [hard lemonades, RTD cocktails, malternatives]; do you drink wine coolers; malt liquor; hard cider?”Base: 9,449 Hispanics aged 21 or older
Figure 61 Consumption of other alcoholic beverages by Hispanics, by heritage, 2002“Do you drink any of the alcoholic beverages listed below [hard lemonades, RTD cocktails, malternatives]; do you drink wine coolers; malt liquor; hard cider?”Base: 9,449 Hispanics aged 21 or older
Figure 62 Consumption of other alcoholic beverages by Hispanics, by gender, 2002“Do you drink any of the alcoholic beverages listed below [hard lemonades, RTD cocktails, malternatives]; do you drink wine coolers; malt liquor; hard cider?”Base: 9,449 Hispanics aged 21 or older
Graph 12 Consumption of other alcoholic beverages by Hispanics, by gender, 2002
Figure 63 Consumption of other alcoholic beverages by Hispanics, by household income, 2002“Do you drink any of the alcoholic beverages listed below [hard lemonades, RTD cocktails, malternatives]; do you drink wine coolers; malt liquor; hard cider?”Base: 9,449 Hispanics aged 21 or older
Figure 64 Consumption of other alcoholic beverages by Hispanics, by region, 2002“Do you drink any of the alcoholic beverages listed below [hard lemonades, RTD cocktails, malternatives]; do you drink wine coolers; malt liquor; hard cider?”Base: 9,449 Hispanics aged 21 or older
NEW PRODUCT BRIEFS
FRUIT AND VEGETABLE JUICE
Coca-Cola: Minute Maid Mi Fruita
Pepsico: SoBe Fuerte Beverage
Traben:  Woongiin Sablia Viva Aloe Drink
Bavaria:  Tutti Frutti Juice Drink
MILK, MILK FLAVORINGS & NON-DAIRY CREAMER
Olyebra:  Soymilke Fortified Soymilk Drink Mix
Rosa’s Original Horchatas
COFFEE AND TEA
Tiendas Soriana:  Soriana Tea
CARBONATED SOFT DRINKS
Coca-Cola:  Nativa Yerba-Mate Flavored Soft Drink
Derivados De Frutas:  Trebol Carbonated Soft Drink
Exportadora y Comercializadora Regiomontana: Salamandria Alcoholic Beverage
OTHER NON-ALCOHOLIC BEVERAGES
Ouro Fino:  Ouro Fino Mineral Water
BEER
Cerveceria Modelo:  Victoria Beer
Sapporo USA:  Sapporo Draft Beer
OTHER ALCOHOLIC BEVERAGES
Casa Grajales:  Alko Pop’5
Productos De Uva: T’ke T’kelada Alcoholic Beverage
Puppet y Cosakko International:  Karuso Orange and Vodka Cocktail
Tequila Herradura:  Skyy Blue Vodka Cocktail