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The Evolving Influence of the U.S. Hispanic Market on Food Trends and Consumer Behavior

The Hispanic population in the U.S. is rapidly expanding, projected to be 13.3% by 2005, significantly impacting food preferences and cultural practices. Hispanics spent an estimated $383 billion on goods and services, showcasing their substantial buying power. Traditional foods play a key role in maintaining cultural identity, leading to increased demand for authentic flavors and ethnic foods. As interactions among diverse ethnicities grow, the importance of combining familiar flavors will shape future marketing and food trends.

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The Evolving Influence of the U.S. Hispanic Market on Food Trends and Consumer Behavior

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  1. U.S. Hispanic Market & Influence: The Face of the Future

  2. Ethnic Change and Impact % of US population $ spent annually

  3. Hispanics in the US • By 2005 Hispanics will make up 13.3%. • Traditional foods served in home allows for maintenance of culture in the US • An estimated $383 billion was spent on goods and services by Hispanics last year. • Hispanics spend the most money on food prep at home followed by African Americans • Cultural themes of importance in marketing to Hispanics: family values, use of familiar products and depiction of activities that are loved (i.e. sports) • Puerto Rican and Cuban foods are not spicy, Mexican food is more spicy through use of Chile peppers

  4. Origin Of The U.S. Hispanic Population U.S.Hispanics: Who They Are % of Hispanic Population in US 63% of U.S. Hispanics are immigrants, while 37% are multigenerational U.S. Census Bureau 2001

  5. Ten Largest Hispanic Populations By City (‘000 / % of Total) U.S. Hispanics: Where They Live New York 2,161/ 27% San Jose 270 / 30.2% Chicago 754/ 26% Los Angeles 1,720/ 46.5% San Diego 311 / 25.4% Phoenix 450 / 34.1% Dallas 423/ 35.6% El Paso 432/ 76.6% Houston 731/ 37.4% San Antonio 671\ 58.7%

  6. U.S. Hispanics: Conclusions • The impact on food preferences and purchases will continue to grow as the population shifts to include a more diverse ethnic mix. • The interaction of kids and adults with different ethnicities will increase the importance of ethnically influenced foods and beverages. • To appeal to mainstream and Hispanics, common and authentic flavors should be combined in a familiar application • Flavors that appeal to Hispanics and mainstream include strawberry, cinnamon, coconut, pineapple, vanilla, chocolate, coffee, lime, garlic, onion and tomato

  7. Hispanic Influence • 75% of the growth in ethnic food will come from mainstream America. • Regional Latin American Food is becoming very popular in the United States • Mexican Regions such as Sonora, Oaxaca, Tamaulipas. • Caribbean with Spanish Influence • More Latino ingredients used in American dishes • Jalapeno, Habanero, Serrano, Barbacoa, Roasted Poblano, etc.

  8. Hispanic Flavor Trends • Jamaica • Horchata • Strawberry • Honey Tobacco • Sugar Cane Juice (guarapo) • Mango • Citrus • Sweet Plantain • Tropical Fruits • Dark Coffee very sweet • Pineapple Mamey • Guava and Cheese • Chocolate with Cinnamon • Sour Orange • Lime • Mojito • Sangria • Coconut • Papaya • Champagne Cola (bubble gum) • Guanabana Givaudan Hispanic TrendTrek, 2003

  9. Foods and flavors unique to Mexican, Puerto Rican and Cuban cultures • Cuban • 4% of Hispanics in US • Sofrito made without cilantro and with tomatoes • Garlic very prevalent • Olive oil • Fried plantains and mojo • Thin sliced pressed garlic bread • Black beans • Naranja agria - bottled sour orange sauce • Roasted whole pigs • Fritters and croquettes • Cubano sandwiches • Mexican • 58% of Hispanics in US • Sofrito (base for many foods) consists of garlic, onion, green pepper, sweet chili pepper, and cilantro • Pork/lard, carnitas, chicharrones • Corn tortilla chips and salsa • Bakeries have a European influence, “Bimbo” bread • Pinto beans • Many different cheeses • Puerto Rican • 10% of Hispanics in US • Sofrito similar to Puerto Rican • Root vegetables and squash, tropical fruits • Fried plantains and ceviche • French type bread • Gandules peas • Eat very few green vegetables • Use very little cheese • Shredded beef with raisins, pinenuts and cinnamon as a filling Givaudan Hispanic TrendTrek, 2003

  10. Latino Flavors in Food Service • Fruits & Vegetables • Mango • Tamarind • Lime • Avacado • Plantain • Grilled / Roasted / Smoked Corn • Yuca • Sour Orange • Coconut • Grilled Fruit • Chayote (squash) • Guava • Spicy Pineapple • Cactus • Sauces: • Tomatillo • Fruit Salsa / Chutney • Tequila • Mole • Mojo • Meats: • Chorizo • Shredded / Marinated Pork • Cheese: • Cojito • Manchego Legend Both - Black Casual Diners - Red Premium Restaurants - Blue

  11. Latino Flavors in Food Service (continued…) • Other: • Black Beans • Cilantro • Tortilla • Vanilla • Mint • Pumpkin Seeds • Flan • Gazpacho • Jicama (as starch) • Saffron • Sugar Cane • Peppers & Chilies: • Jalapeno • Chipotle • Poblano • Polenta • Habanero • Serrano • Guajillo Chilies • Scotch Bonnet Pepper Legend Both - Black Casual Diners - Red Premium Restaurants - Blue

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