Changing Face of America: The Numbers

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Changing Face of AmericaThe Numbers
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Race and Hispanic Origin Trend by Race or Origin
Source US Census Bureau.
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Race and Hispanic Origin Trend
Change
Source US Census Bureau.
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Multicultural Consumers Burgeoning Demographic
Percent of US Population Growth 2005 to 2020
Source US Census Bureau.
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Face of America Multicultural NOW Mainstream
America
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What We Eat
Fun Facts

• 1 out of every 7 spend on ethnic food
• 1 growth liquor in sales Tequila
• Salsa sales passed ketchup sales in U. S.

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Food Trends

• Trend Growth ethnic restaurants
• Restaurant Chains Driving acceptance of ethnic
  foods
• Hispanic/African American Mexican,
  Caribbean, Tex-Mex (fusion)
• Asian Chinese, Japanese Thai

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Food Trends

• Trend
• Mainstream companies launching ethnic flavored
  products
• Haagen Dazs - Dulce de Leche, Tres Leches
• Clif Bars Luna Bar Dulce Tres Leches
• Kool-Aid - Pina-Pineapple

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Food Trends

• How Have Leading Companies Approached Ethnic
  Consumers?
• Brands that have heritage
• Manzanita Sol Apple Soda from Pepsi
• Tampico, Jumez beverages Mango, Peach,
  Tropical, Berry, Apple, etc.
• Nescafe
• Brands that exist BECAUSE of the Hispanic market

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Food Trends

• Multicultural consumers will drive growth/decline
  in key categories

Source http//www.ers.usda.gov/amberwaves/april03
/features/consumerdrivenag.htm
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Food Trends

• What are the key drivers to Ethnic food growth?
• Population
• Availability
• Restaurants Chains, TV Food Shows Internet

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When You Are Latino-Both-America
Culture/Mapping the Intersections

• Hispanic Youth are masters at navigating their
  spaces/identities
• 77 are IN CONTROL of which identity all or most
  of the time

Latino Both American
Source Look-Look Study
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Ethnic Marketing Consumption of Milk

• Hispanics such high consumption of milk

3-milk dessert
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Marketing Insights

• More likely than general market to shop at
  multiple outlets
• Supermarkets convenience stores, bodegas,
  bakeries etc.
• Spend larger of dollars other than supermarkets
  
• Hispanics 31 vs. non-Hispanics 19
• Shop more often
• Shop twice as often as non-Hispanics

Source Hispanic Market Weekly Ethnic Food
Study
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Marketing Insights

• Understand consumers in your Market
• Who are they
• Where they shop
• What are their preferences
• Partner with Key retail outlets that are reaching
  these consumers

Source Hispanic Market Weekly Ethnic Food
Study