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Hispanic Foods and Beverages in the U.S., 5th Edition

Abstract

Tortillas and taco kits outsell hamburgers and hot dog buns. Salsa boasts almost twice the dollar sales of ketchup. Latino culture has impacted the U.S. grocery aisles to such an extent that it has redefined American cuisine, or more accurately that its long-standing role in American cuisine has expanded to become irrepressibly evident. Hispanic foods and beverages appeal to a wide variety of consumers, from Spanish-only speakers to multicultural consumers and foodies to, in fact, most households in America.

And marketers have taken note. The market isn't only the playground of traditional Hispanic food companies like Goya and the Gruma Corporation. Mainstream marketers such as General Mills and Kraft have jumped on the bandwagon as well, not only with Latin-flavored products but also with mainstream products whose market share they'd like to grow with the expanding Hispanic population.

This report examines the market for Hispanic foods and beverages in the U.S., including the trends driving growth and creating new product development and sales opportunities. Readers will learn about fast-growing brands and rising stars; the diverse range of Hispanic products; demographics and psychographics of the Hispanic foods and beverages consumer, and information on consumption habits; and the new, engaging ways in which marketers are connecting with customers.

The report segments and quantifies the market by channel and product type, providing historical sales figures and forecasts through 2017. The report examines market size based in part of retail sales-tracking data from SymphonyIRI, and the consumer landscape based on extensive analysis of Experian Simmons national consumer survey data. The report also maps out the competitive situation at the marketer and brand levels, with detailed profiles of several of the biggest Hispanic marketers in the food and beverage arena.

Report Methodology

The information contained in this report was obtained from primary and secondary research. Primary research entailed consultations with Hispanic food and beverage sources and on-site examination of retail venues. Secondary research included extensive Internet canvassing and research- and data-gathering from relevant consumer business and trade publications; company reports including annual reports, press releases, and investor conference calls; company profiles in trade and consumer publications; government reports; and other food and beverage market reports by Packaged Facts.

Sales estimates are based on data from the above sources as well as SymphonyIRI data for mass-market channels (supermarkets, drugstores and mass merchandisers other than Walmart); published and estimated sales of major market participants; market size estimates from other sources, including those appearing in the trade press; the performance of relevant retail venues; consumer usage rates for Hispanic food and beverages; and new product introduction activity in the market. Our consumer analysis draws primarily from a national consumer survey data from Experian Simmons. Through an ongoing program of telephone and booklet questionnaire surveys of a large probability sample of consumers who represent a statistically accurate cross-section of the U.S. adult population, Simmons is able construct detailed demographic profiles across various consumer product and service markets, including the Hispanic market. Additional resources include a roundup of consumer research about Hispanic shoppers conducted by a variety of industry participants.

Table of Contents

Chapter 1 - Executive Summary

  • Scope and Methodology
  • Scope of Report
  • Report Methodology
  • Size and Growth of the Market
  • 2012 Sales of Almost $8.2 Billion
    • Table 1-1: Total U.S. Retail Sales of Hispanic Foods and Beverages, 2009 - 2012 (in millions of dollars)
  • Sales Expected to Reach Almost $10.7 Billion by 2017
    • Table 1-2: Projected U.S. Sales of Hispanic Food and Beverages, 2013-2017 (in millions of dollars)
  • Mexican Foods and Sauces Grow Slowly
    • Table 1-3: IRI-Tracked Sales of Mexican Foods and Sauces, 2012
  • Tortillas, Salsa Have Redefined American Cuisine
  • Hispanic Products Found Everywhere in the Grocery Store
  • Much of the Country Consumers Hispanic Foods
  • Hispanics Growing and Getting Younger
  • Hispanics' Buying Power Rising
  • Mainstream Consumers Getting More Adventurous
  • No Shortage of Innovation in the Industry
  • Marketing Dollars Increase
  • Retailers Expand Selection, Staff
  • The Competitive Landscape
    • Table 1-4: Food Categories and Top Hispanic Brands
  • Every Mexican Food Category Has Gained
  • Hispanics Enjoy Variety on a Budget, Trying New Products

Chapter 2 - Market Trends

  • Market Size and Growth
  • Hispanic Food and Beverage Sales Rise to $8.2 billion
    • Table 2-1: Total U.S. Retail Sales of Hispanic Foods and Beverages, 2009 - 2012 (in millions of dollars)
    • Figure 2-1: Total U.S. Retail Sales of Hispanic Foods and Beverages, 2009 - 2012 (in million $)
  • Mild Growth From Mexican Foods and Sauces
    • Table 2-2: SymphonyIRI-Tracked Sales of Mexican Foods and Sauces, 2012
  • Refried Beans, All Other Mexican Sauces Lead in Growth
    • Table 2-3: SymphonyIRI-Tracked Sales of Mexican Foods, 2012
    • Table 2-4: SymphonyIRI-Tracked Sales of Mexican Sauce, 2012
  • Tortillas, Salsa Outsell Many All-American Staples
    • Table 2-5: SymphonyIRI-Tracked Sales of Select Categories Compared to Tortillas/Taco Kits, 2012
    • Table 2-6: SymphonyIRI-Tracked Sales of Select Categories Compared to Salsa, 2012
  • Hispanic Products Make Inroads in Non-Hispanic Grocery Categories
    • Table 2-7: SymphonyIRI-Tracked Share and Growth of Hispanic Brands in Select Categories, 2012
  • Market Dynamics
  • Consumers of Hispanic Foods and Beverages Are Wide and Varied
  • Growth of Hispanic Population
    • Table 2-8: Demographic Snapshot of the U.S. Population, 2011 (number and percent of U.S. Hispanic population)
    • Table 2-9: Projected Population Growth, Hispanics vs. Other Population Segments, 2015-2050 (in thousands)
  • Number of Hispanics Under Age 14 to increase 14% by 2015
    • Table 2-10: Population of 2- to 12-Year-Olds by Race and Hispanic Origin, 2008 (in thousands)
    • Table 2-11: Change in Population of Kids Under the Age of 14,by Race and Hispanic Origin, 2010 (in thousands)
    • Table 2-12: Median Age of U.S. Population, by Race, 2011 (years)
  • California Has Largest Latino Population, New Mexico Highest Concentration
    • Table 2-13: 20 U.S. States with Largest Hispanic Populations, 2011 (number and percent of U.S. Hispanic population)
    • Table 2-14: 20 U.S. States with Largest Concentration of Hispanics, 2011
  • Hispanics' Buying Power a Significant Force in the Economy
    • Table 2-15: Projected Growth in Hispanic Buying Power, 2008-2013
  • Top Hispanic Origin Groups
  • Mainstream Consumers Widen Their Embrace
  • Restaurant Trends Have an Influence
  • Flavors With Room for Growth
  • Innovation Efforts Target Hispanic Foods and Beverages
  • Sofi Awards Recognize Hispanic-Inspired Products
  • Leading Marketers Boost Their Hispanic Media Investment
  • Mainstream Retailers Try to Attract Hispanic Shoppers
  • Common Hispanic Foods and Beverages
    • Table 2-16: Foods and Beverages Identified as Hispanic
  • Looking Ahead
  • More Hispanic Food & Beverage Sales on the Horizon
    • Table 2-17: Projected U.S. Sales of Hispanic Food and Beverages, 2013-2017 (in millions of dollars)
    • Figure 2-2: Total Projected U.S. Retail Sales of Hispanic Foods and Beverages, 2010 - 2014 (in million $)

Chapter 3 - The Competitive Landscape

  • Competitive Overview
  • All Types of Marketers Serve the Industry
    • Table 3-:1 U.S. Retail Hispanic Foods and Beverages: Select Marketers, Brands, Products Offered, and Websites, 2012
  • Gruma Rules Tortillas
    • Table 3-2: SymphonyIRI-Tracked Sales Top Marketers of Hard/Soft Tortillas/Taco Kits, 2012
    • Table 3-3: SymphonyIRI-Tracked Sales of Top Marketers of Refrigerated Tortillas, 2012
    • Table 3-4: SymphonyIRI-Tracked Sales of Top Marketers of Frozen Tortillas, 2012
  • ConAgra, General Mills Lead In Refried Beans
    • Table 3-5: SymphonyIRI-Tracked Sales of Top Marketers of Refried Beans, 2012
  • Juanita's Leads Mexican Food Items Category
    • Table 3-6: SymphonyIRI-Tracked Sales of Top Marketers of Mexican Food Items, 2012
  • Tostitos Dominates Salsa, But Small Players Abound
    • Table 3-7: SymphonyIRI-Tracked Sales of Top Marketers of Salsa, 2012
  • Pace Paces Picante Sauce
    • Table 3-8: SymphonyIRI-Tracked Sales of Top Marketers of Picante Sauce, 2012
  • Ortega Takes Almost Half of Taco Sauce
    • Table 3-9: SymphonyIRI-Tracked Sales of Top Marketers of Taco Sauce, 2012
  • Las Palmas and Old El Paso On Top of the “All Other Mexican Sauce/Marinade” Category
    • Table 3-10: SymphonyIRI-Tracked Sales of Top Marketers of All Other Mexican Sauce/Marinade, 2012
  • Hispanic Brands/Flavors a Major Force in the Frozen Hand-held Entrees (non-breakfast) Category
    • Table 3-11: SymphonyIRI-Tracked Sales of Top Marketers of Frozen Hand-held Entrees (non-breakfast), 2012
  • Frozen Appetizers/Snack Rolls Category Feels Hispanic Influence
    • Table 3-12: SymphonyIRI-Tracked Sales of Top Marketers of Frozen Appetizers/Snack Rolls, 2012
  • Goya a Major Player in “Vegetables - All Other Beans” Category
    • Table 3-13: SymphonyIRI-Tracked Sales of Top Marketers of “Vegetables - All Other Beans” Category, 2012
  • Goya Is Tops Among Branded Dried Beans/Grains
    • Table 3-14: SymphonyIRI-Tracked Sales of Top Marketers of Dried Beans/Grains, 2012
  • Hispanic Marketers Gaining Ground in Dry Rice and Dry Rice Mixes
    • Table 3-15: SymphonyIRI-Tracked Sales of Top Marketers of Dry Rice, 2012
  • Flavors are the Future of Carbonated Soft Drinks
    • Table 3-17: SymphonyIRI-Tracked Sales of Top Marketers of Regular Soft Drinks, 2012
  • Kraft Dominates Aseptic Juices and Juice Drinks
    • Table 3-18: SymphonyIRI-Tracked Sales of Top Marketers of Aseptic Juice Drinks, 2012
    • Table 3-19: SymphonyIRI-Tracked Sales of Top Marketers of Aseptic Juices, 2012
  • Hispanic Marketers Are Major Contributors to the Canned Juice Category
    • Table 3-20: SymphonyIRI-Tracked Sales of Top Marketers of Canned Fruit Juice, 2012
    • Table 3-21: SymphonyIRI-Tracked Sales of Top Marketers of Canned Juice Drinks, 2012

Chapter 4 - Marketer Profiles

  • B&G Foods
    • New Products
    • Marketing
  • Campbell Soup
  • ConAgra
    • New Products
  • General Mills
    • Marketing
  • Goya Foods
    • Goya Gives Back
    • New Products
    • Marketing
  • Gruma Corp.
    • New Products
    • Marketing
  • Jarritos
  • Kraft Foods
  • MegaMex Foods (Herdez/Hormel Joint Venture)
  • OLE Mexican Foods
  • PepsiCo/Frito-Lay
    • New Products
    • Marketing
  • Ruiz Foods
    • Marketing
  • J.M. Smucker
  • Windsor Foods

Chapter 5 - The Consumer

  • U.S. Consumers of Hispanic Foods and Beverages: Demographics
  • Note on Experian Simmons Surveys
  • U.S. Households Use of Mexican Foods Increases
    • Table 5-1: Mexican Food & Ingredients Usage, 2004-2012 (Number in Thousands & Percent)
    • Table 5-2: U.S. Households Who Use Mexican Food/Ingredients,by Race/Ethnicity, 2012 (percent and index)
  • Every Mexican Food Category Has Gained
    • Table 5-3: U.S. Households That Use Mexican Food/Ingredients,by Product Type, 2004-2012 (percent)
  • Burritos are Mainstream, Enchiladas and Tamales Less So
    • Table 5-4: Demographics of Adult Mexican Prepared Food Users by U.S. Households, 2012 (Index)
  • Use of Peppers and Condiments Varies by Age
    • Table 5-5: Demographics of Mexican Peppers and Condiment Users by U.S. Households, 2012 (Index)
  • Flour Tortillas Used by Most Demographics
    • Table 5-6: Demographics of Adult Tortilla and Tostada Users by U.S. Households, 2012 (Index)
  • Families Embrace Kits and Taco Fixings, But Other Differences Emerge
    • Table 5-7 Demographics of Adult Mexican Prepared Food Users by U.S. Households, 2012 (Index)
  • Traditional Brands Rank among Hispanic Households;Whites and Blacks Go for Mainstream
    • Table 5-8: U.S. Households Who Use Mexican Food/Ingredients,by Brand, 2012 (index)
    • Table 5-9: U.S. Households Who Use Mexican Food/Ingredients,by Brand, 2012 (index)
  • Hispanic Households Index More Heavily for Some Brands
    • Table 5-10: Brands That Skew Towards Hispanics, 2012 (index)
  • U.S. Consumers of Hispanic Foods and Beverages: Attitudes and Behaviors
  • Experian Simmons Food Lifestyle Segmentation
  • Hispanics Lean Towards Variety on a Budget
    • Table 5-11: Experian Simmons Food Lifestyle Segmentation,by Race/Ethnicity, 2012 (Index)
    • Table 5-12: Experian Simmons Food Lifestyle Segmentation,by Race/Ethnicity, 2012 (Percent)
    • Figure 5-1: Experian Simmons Food Lifestyle Segmentation,by Race/Ethnicity, 2012 (Percent)
  • Experian Simmons Retail Shopper Segmentation
  • Hispanics Look for Discounts and New Products
    • Table 5-13: Experian Simmons Retail Shopper Segmentation,by Race/Ethnicity, 2012 (Index)
    • Table 5-14: Experian Simmons Retail Shopper Segmentation,by Race/Ethnicity, 2012 (Percent)
    • Figure 5-2: Experian Simmons Retail Shopper Segmentation,by Race/Ethnicity, 2012 (Percent)
  • Hispanics Seek Out New Stores and Specialty Stores;Favor Lunch Over Other Meals
    • Table 5-15: Food and Shopping Psychographics by Race/Ethnicity,2012 (Index)
    • Table 5-16: Food and Shopping Psychographics by Select Brands,2012 (Index)
    • Table 5-17: Food and Shopping Psychographics by Select Brands,2012 (Index)
  • Meals by Latina Moms
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