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Hispanic Consumers' Snacking Preferences - US - March 2015

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Terms
Acculturation
EXECUTIVE SUMMARY
Hispanics purchase a variety of snacks for their households
Figure 1: Purchases of snacks for personal and household consumption among Hispanics, November 2014
Appeal of grocery stores or supermarkets increases with acculturation
Figure 2: Places where Hispanics purchase snacks, November 2014
Hispanic women buy snacks to please their families
Figure 3: Reasons for Hispanics to buy snacks, by gender and age, November 2014
Price is the main driver when Hispanic purchase snacks
Figure 4: Important factors when Hispanics purchase snacks, November 2014
Hispanics recognize that most snacks are not healthy
Figure 5: Attributes that Hispanics associate with specific types of snacks, November 2014
Hispanics look for variety, choosing both salty and sweet snacks
Figure 6: Household consumption of salty and sweet snacks, by Hispanic origin, August 2013-September 2014
What we think
ISSUES AND INSIGHTS
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
Trend: Transumers
Trend: Minimize Me
Trend: The Real Thing
INNOVATIONS AND INNOVATORS
Sabritas’ Wavy Shaped Potato Crisps with Cheese and Spicy Sauce
Figure 7: Sabritas’ Wavy Shaped Potato Crisps with Cheese and Spicy Sauce, February 2015
N.A! Nature Addicts’ Apple Fruit Snack
Figure 8: N.A! Nature Addicts’ Apple Fruit Snack, February 2015
Mavuno’s Organic All-Natural Dried Papaya
Figure 9: Mavuno’s Organic All-Natural Dried Papaya, February 2015
Frito-Lay’s Doritos Jacked 3D
Figure 10: Frito-Lay’s Doritos Jacked 3D, February 2015
MARKETING STRATEGIES
Theme: Eating – It is an experience
Play with Oreo
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
Key points
Hispanics purchase a variety of snacks for their households
Figure 12: Purchases of snacks for personal and household consumption among Hispanics, November 2014
Hispanics equally likely to buy both sweet and salty snacks
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
Key points
Hispanics gravitate toward Walmart to buy snacks
Figure 15: Places where Hispanics purchase snacks, by household income, November 2014
Appeal of grocery stores or supermarkets increase with acculturation
Figure 16: Places where Hispanics purchase snacks, by level of acculturation, November 2014
REASONS AND DRIVERS FOR HISPANICS TO PURCHASE SNACKS
Key points
Hispanic women buy snacks to please their families
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
Figure 18: Reasons for Hispanics to buy snacks, by level of acculturation, November 2014
Price is the main driver when Hispanics purchase snacks
Figure 19: Important factors when Hispanics purchase snacks, by gender and age, November 2014
Spanish-language snack packaging not important to Hispanics
Figure 20: Important factors when Hispanics purchase snacks, by level of acculturation, November 2014
HISPANICS’ PERCEPTIONS AND ATTITUDES TOWARD SNACKS
Key points
Hispanics recognize that most snacks are not healthy
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
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
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
Key points
As Hispanics look for variety, they eat both salty and sweet snacks
Figure 27: Household consumption of salty and sweet snacks, by Hispanic origin, August 2013-September 2014
POTATO CHIPS
Key points
Potato chips consumption levels off with some English
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
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
Figure 30: Flavors of potato chips that Hispanic households consume, by language spoken at home, August 2013-September 2014
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
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
Key points
English-dominant Hispanics lead in consumption of corn, tortilla, or cheese chips/snacks
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
Figure 35: Brands of corn, tortilla, or cheese chips/snacks that Hispanic households consume, by region, August 2013-September 2014
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
Key points
Leap in crackers’ consumption among English-dominant Hispanics
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
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
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
Key points
English-dominant Hispanics more likely than non-Hispanics to eat popcorn
Figure 42: Household consumption of popcorn, by Hispanic origin and language spoken in home, August 2013-September 2014
Popcorn market is very fragmented
Figure 43: Brands of popcorn that Hispanic households consume, by language spoken at home, August 2013-September 2014
NUTS
Key points
Hispanics’ consumption of nuts increases with acculturation
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
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
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
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
Key points
Bilingual and English-dominant Hispanics more likely to enjoy other snacks
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
Figure 51: Types of other snacks that Hispanic households consume, by region, August 2013-September 2014
Figure 52: Types of other snacks that Hispanic households consume, by language spoken at home, August 2013-September 2014
DIPS
Key points
English-dominant consumption of dips is similar to non-Hispanic levels
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
Figure 54: Brands of dip that Hispanic households consume, by region, August 2013-September 2014
Figure 55: Brands of dip that Hispanic households consume, by language spoken at home, August 2013-September 2014
PRETZELS
Key points
Pretzels’ appeal increases gradually with acculturation
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
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
Key points
English-dominant Hispanics more likely than non-Hispanics to consume meat snacks and beef jerky
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
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
Figure 61: Brands of meat snacks and beef jerky that Hispanic households consume, by language spoken at home, August 2013-September 2014
ICE CREAM
Key points
Ice cream appeals to the vast majority of Hispanics
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
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
Figure 64: Brands of ice cream that Hispanics ate in the last 30 days, by region, August 2013-September 2014
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
Key points
Hispanics equally as likely as non-Hispanics to consume ready-to-eat cookies
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
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
Figure 68: Brands of ready-to-eat cookies that Hispanic households consume, by language spoken at home, August 2013-September 2014
CHOCOLATE AND CANDY
Key points
Spanish-dominant Hispanics discover the appeal of chocolate and candy as they become more acculturated
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
Figure 70: Types of chocolate and other candy that Hispanics consume, by gender and age, August 2013-September 2014
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
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
Key points
Hispanics more likely than non-Hispanics to consume yogurt and smoothies
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
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
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
Key points
Appetite for frozen novelty treats increases with level of Hispanic acculturation
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
Figure 80: Brands of frozen novelty treats that Hispanics eat, by language spoken at home, August 2013-September 2014
READY-TO-EAT SNACK CAKES
Key points
Bilingual and English-dominant Hispanics more likely than non-Hispanics to consume ready-to-eat cakes
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
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
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
Key points
Hispanics’ purchasing power growth between 1990 and 2018 is projected to be 666%
Figure 85: Purchasing power, by race/Hispanic origin, 1990-2018
Figure 86: Purchasing power, by race/Hispanic origin, 1990-2018
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
Figure 89: Median household income, by race and Hispanic origin of householder, 2012
DEMOGRAPHIC PROFILE OF US HISPANICS
Key points
Population trends
Figure 90: Population by race and Hispanic origin, 2009-19
Figure 91: Population, by race and Hispanic origin, 1970-2020
Figure 92: Asian, Black, and Hispanic populations, 1970-2020
Hispanic share of births
Figure 93: Distribution of births, by race and Hispanic origin of mother, 2002-12
The Hispanic and total US population by age
Figure 94: Hispanic share of the population, by age, 2009-19
The Hispanic and total US population by gender
Figure 95: Population, by gender and Hispanic origin, 2009-19
Figure 96: Age distribution of women, by Hispanic origin, 2014
Figure 97: Age distribution of men, by Hispanic origin, 2014
Characteristics
Marital status
Figure 98: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
Figure 99: Marital status of Hispanics, by age, 2013
Figure 100: Gender ratio, by age and Hispanic origin, 2014
Household size
Figure 101: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
Children in the household
Figure 102: Households, by presence and ages of own children, 2013
Generations
Figure 103: Generations, by Hispanic origin, 2014
Figure 104: Distribution of generations by race and Hispanic origin, 2014
Hispanics by country of origin/heritage
Figure 105: Hispanic population, by country of origin/heritage
Mexicans (63% of US Hispanics)
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)
Figure 107: US Hispanic population, by country of origin/heritage, 2000-10
Figure 108: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
Hispanics by geographic concentration
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
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
Figure 113: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
Hispanics online
Figure 114: Internet use among Hispanics aged 18+, 2013
ACCULTURATION
What is acculturation?
Figure 115: Acculturation diagram
Figure 116: Variables that affect acculturation
Why is level of acculturation important?
Levels of acculturation
Figure 117: Characteristics of primary acculturation levels
What is retroacculturation?
APPENDIX – OTHER USEFUL TABLES
Where Hispanic consumers purchase snacks
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
Figure 121: Reasons for Hispanics to buy snacks, by gender, November 2014
Figure 122: Reasons for Hispanics to buy snacks, by age, November 2014
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
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
Figure 128: Important factors when Hispanics purchase snacks, by language spoken at home, November 2014
Hispanics’ attitudes toward snacks
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
Figure 132: Hispanics' attitudes toward snacking, by language spoken at home, November 2014
Potato chips
Figure 133: Types of potato chips that Hispanic households consume, by region, August 2013-September 2014
Snack crackers, saltines, and graham crackers
Figure 134: Types of Snack crackers, saltines, and graham crackers that Hispanic households consume, by region, August 2013-September 2014
Popcorn
Figure 135: Brands of popcorn that Hispanic households consume, by region, August 2013-September 2014
Meat snacks and beef jerky
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
Figure 138: Types of ice cream that Hispanic households consume, by region, August 2013-September 2014
Ready-to-eat cookies
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
Figure 141: Forms of yogurt and smoothies that Hispanics consume, by language spoken at home, August 2013-September 2014
Frozen novelty treats
Figure 142: Brands of frozen novelty treats that Hispanics eat, by region, August 2013-September 2014
Chocolate and other candy
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
Figure 145: Types of ready-to-eat snack cakes that Hispanic households consume, by region, August 2013-September 2014
APPENDIX – TRADE ASSOCIATIONS
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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