U.S. Hispanic Market

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
U.S.Hispanics Who They Are
Origin Of The U.S. Hispanic Population
of Hispanic Population in US

63 of U.S. Hispanics are immigrants, while 37
are multigenerational
U.S. Census Bureau 2001
5
U.S. Hispanics Where They Live
Ten Largest Hispanic Populations By City (000 /
of Total)
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
Houston 731/ 37.4
El Paso 432/ 76.6
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

• Sauces
• Tomatillo
• Fruit Salsa / Chutney
• Tequila
• Mole
• Mojo
• Meats
• Chorizo
• Shredded / Marinated Pork
• Cheese
• Cojito
• Manchego

• Fruits Vegetables
• Mango
• Tamarind
• Lime
• Avacado
• Plantain
• Grilled / Roasted / Smoked Corn
• Yuca
• Sour Orange
• Coconut
• Grilled Fruit
• Chayote (squash)
• Guava
• Spicy Pineapple
• Cactus

Legend Both - Black Casual Diners - Red Premium
Restaurants - Blue
11
Latino Flavors in Food Service (continued)

• Peppers Chilies
• Jalapeno
• Chipotle
• Poblano
• Polenta
• Habanero
• Serrano
• Guajillo Chilies
• Scotch Bonnet Pepper

• Other
• Black Beans
• Cilantro
• Tortilla
• Vanilla
• Mint
• Pumpkin Seeds
• Flan
• Gazpacho
• Jicama (as starch)
• Saffron
• Sugar Cane

Legend Both - Black Casual Diners - Red Premium
Restaurants - Blue