International
Markets
Bureau
MARKET ANALYSIS REPORT | MARCH 2013
Source: Mintel 2013 Source: Mintel GNDP, 2013

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Executive Summary
Demographics
2 Hispanic-Americans represent the fastest-growing demographic in the United States (U.S.). Hispanic is defined by the U.S. Census
Bureau as a person of Cuban, Mexican, Puerto Rican, South or
Central American, or other Spanish culture or origin regardless of race. There are currently 50 million Hispanic-American consumers, making this market segment the second-largest in the U.S., behind
Caucasian Americans. Not only is this market large, but it also had a buying power of $1 trillion in 2010, which is expected to reach to
$1.5 trillion in 2015.
The Hispanic market is ethnically and generationally diverse, creating opportunities for niche markets within the larger Hispanic marketplace. With this diverse market, it is important for food manufacturers and marketers to go beyond the term ‘Hispanic’ and recognize that there are some 20 different nationalities that make up the total Hispanic population. Having said that, many Hispanic-
American families closely resemble America’s idealized concept of the 1950s nuclear family; they tend to be young, and live in large, traditional, married-with-children families, with lots of participation from grandparents.
Consumption and Expenditures
Conclusion
References
2
7
11
12
Hispanics are the fastest-growing ethnic segment, expected to grow 167% from
2010 to 2050 compared to 50% for the rest of the population.
U.S. Census Bureau
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POPULATION
The Hispanic population increased by 15.2 million people between
2000 and 2010, and accounted for more than half of the total U.S. population increase of 27.3 million. Over this period, the Hispanic population grew by 43%, or four times the nation's 9.7% growth rate. This demographic makes up 16% of the U.S. population, and could increase 34% from 2010 to 2020, making it the fastestgrowing group in the country. The U.S. Census Bureau predicts that the Hispanic population will grow at 2.5% per year over the next 40 years (versus just 0.4% for non-Hispanics), reaching 30% of the population by 2050 and representing approximately 59% of the real growth in consumer spending.
The Hispanic population is characterized as a very young population with a median age of 28, compared to a median age of
37 for the total U.S. market. In 2010, the median age of male
Hispanics was 26; it was 27 for females. In 2008, the Hispanic birth rate was 22.2 live births per 1,000 women aged 15 to 44 years, compared to 11.3 births of Caucasian Americans and 16.4 of Black Americans (US Census Bureau, 2012.) There are a number of factors driving this high birth rate, including the increasing number of Hispanics who espouse the culturally traditional desire for children and large families.
Source for both: Shutterstock
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Hispanic Population in the United States, by Age Group and Sex, 2010
Demographic Group Population
Population 50.0 million
Under 18 years of age
Under 65 years
65 years and older
Males
Females
17.5 million
47 million
2.9 million
25.7 million
24.2 million
Median Age 28 years of age
Source: Adapted from the U.S. Census Bureau 2011.
Current Population Survey, Annual Social and Economic
Supplement, Internet Release date, November 2012.
Source: Shutterstock
HISPANIC ORIGIN DISTRIBUTION
“Hispanic or Latino” is defined by the U.S. Census Bureau as a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race.” According to the Pew Hispanic
Centre, the majority of Hispanic-Americans (63%) were born in the United States; the remaining 37% were foreign-born (with 11% being citizens and 26% non-citizens).
Mexican Origin
According to the 2010 Census, Hispanics of Mexican origin comprised the largest sub-group, representing 63% of the total U.S. Hispanic population, up from 58% in 2000; this represents an increase of 11.2 million persons.
This sub-group grew from 20.6 million in 2000 to 31.8 million in 2010. The Mexican origin population represented the largest Hispanic group in 40 states. The top five states for Mexican population were
California (11.4 million), Texas (8.0 million), Arizona (1.7 million), Illinois (1.6 million), and Colorado
(0.8 million).
Puerto Rican Origin
Puerto Ricans, the second-largest group, comprised 9% of the Hispanic-American population in 2010, representing a small decrease in population share from 10% in 2000. Nevertheless, the population of Hispanic-
Americans of Puerto Rican origin grew by 36% between 2000 and 2010, increasing from 3.4 million to
4.6 million. The top five states for Puerto Ricans residing in the U.S. were New York (1.0 million), Florida
(0.8 million), New Jersey (0.4 million), Pennsylvania (0.4 million) and Massachusetts (0.3 million).
Cuban Origin
Hispanics of Cuban origin grew from 1.2 million in 2000 to 1.8 million in 2010, an increase of 44%. Cubans made up approximately 4% of the total Hispanic population in the U.S. Those of Cuban origin made up the largest Hispanic group in Florida in 2010, with a population of 1.2 million.
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GEOGRAPHIC DISTRIBUTION
The Hispanic population grew in every region of the United States between 2000 and 2010, and most significantly in the South and Midwest. The South saw a 57% increase in its Hispanic population, which was four times the growth of the total population in the South (14%). The Midwest’s Hispanic population grew by
49%. This was more than 12 times the growth of the total population in the Midwestern region (4%).
The states with the largest Hispanic populations are California (14 million), Texas (9.5 million), Florida
(4.2 million), New York (3.4 million), and Illinois (1.2 million). The Hispanic population experienced growth between 2000 and 2010 in all 50 states and the District of Columbia. The Hispanic population more than doubled in eight states (Alabama, Arkansas, Kentucky, Maryland, Mississippi, North Carolina, South Carolina and Tennessee) and in South Dakota. Even with this significant growth rate, the percentage of Hispanics in
2010 in each of these states remained less than 9%, far below the national level of 16%. Hispanics in
New Mexico comprised 46% of the total state population, the highest proportion for any state.
ACCULTURATION AND GENERATIONS
The acculturation of Hispanics in the U.S. has a great influence on purchasing patterns and attitudes toward food products. Hispanics are a very heterogeneous group, despite the fact that they speak the same language and share a number of cultural commonalities
(Meléndez-Klinger, S., 2012). Acculturation is defined as, “the
Popular Hispanic Foods
– Puerto Rican
Annatto or achiote – The red seeds found inside the seed pods of this
Caribbean native shrub. interactive process whereby Hispanics or Latinos learn about and embrace the mainstream culture while also maintaining their culture of origin” (Mintel 2010). For foreign-born Hispanics, acculturation occurs as a result of the immigration experience. For U.S.-born environment, where mainstream and traditional cultural values mix.
This is often accomplished through language, music and the preparation of traditional food.
Adobo – A basic combination of seasonings for Puerto Rican cooking.
Arroz con gandules – A medium grain white rice seasoned with sofrito,
Hispanics, acculturation occurs by growing up in a bicultural onions, garlic, aji and salt) and green pigeon peas.
Retro acculturation is the reverse: It is the process by which individuals integrate cultural customs and traditions back into their lives. This counter-trend is driven by the desire to return to one’s unique cultural history. This may occur consciously or sub-consciously. Retro-acculturation is appearing, primarily among people aged 18 to 34 years of age, mostly in the second and third generations of immigrant families. This young generation feels the need to preserve its past while being part of the mainstream (Mintel
2010).
Asopao de Pollo – A comforting chicken stew with green olives, garlic, adobo seasoning, cilantro, onions and rice.
Bacalao –Salted codfish.
Jugos naturales isla) – 100% tropical fruit juice.
Tostones fried, mashed flat and refried.
Viandas
(tropicales de la
– Sliced green plantain
– Root vegetables.
Yautia – Taro root.
The National Opinion Research Center at the University of Chicago shows that Hispanic-Americans want to assimilate to American culture, but don’t want to lose touch with their roots. Hispanic-
Americans can be further segmented by levels of assimilation, acculturation and unacculturation. Unacculturated Hispanics tend to be new to the United States, typically rely on Spanish-language media, and generally conduct business in Spanish. They purchase familiar products from their homeland and practice Hispanic traditions. In 2010, Mintel defined 15-20% as unacculturated, 14% as assimilated, and the majority (60-70%) as acculturated at some level (Mintel 2010).
Source: Meléndez-Klinger, S., 2012
Source: Mintel, GNPD, 2013
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First-Generation Hispanics
First-generation Hispanics are foreign-born. This sub-group focuses on traditional foods and preparation methods and would not consider refrigerated, frozen or convenience products. Freshness and flavour are extremely important, as well as Spanish language labeling on packaging. The most brand-loyal Hispanic shoppers are less acculturated and also spend less. Hispanics are looking at price, value and quality, and if they are not familiar with a brand, advertising is critical (Brown, 2004).
Second- and Third-Generation Hispanics
The second- and third-generation Hispanic population is not a homogenous group. Rather, this demographic is diverse, with some sharing the same or nearly identical sentiments as mainstream Americans, while others have views and demands more closely associated with their heritage (William, R. 2012). Third-generation
Hispanic-Americans will stay connected by learning Spanish and learning as much as possible about their cultural heritage, a process known as retro acculturation (Frank 2010).
Second- and third-generation, U.S.-born Hispanics are less loyal to brands and more open to new alternatives.
Consumers in this younger generation have taste memories of the ethnic foods they ate as children, but are often unwilling to do the amount of kitchen work their mothers did to prepare such dishes. This generation is open to convenience-oriented ethnic products, such as refried beans in cans. This also applies to refrigerated and frozen products. Taste trumps price. Ethnic private label products with authentic tastes would appeal to this segment of consumers 30 years of age and younger (Frank 2010).
Changing with acculturation factors such as inter-racial marriage and the second generation’s English media consumption, Hispanics are still more brand loyal than the general population. Hispanics will recall bilingual ads more often than either Spanish- or English-language-only advertisements. Words that invoke family, motherhood and other emotional touchstones should be conveyed in Spanish.
EDUCATION
According to the Pew Hispanic Centre, the school dropout rate has declined from 17.5% in 2000 to 8% in 2010.
There is a trend toward a growing educated Hispanic population, which will influence marketing messages to consumers over time. However, only 30% of the U.S. Hispanic population has graduated from high school,
36% have additional secondary education, and 34% have attained only some primary school education.
Education Attainment Levels for U.S. Hispanic Population,
18 years and Older (%), 2010
Education Level Percentage
None
High School Graduate
Some College
Associate’s Degree, Occupational
1%
30%
17%
3%
Associate’s Degree, Academic
Bachelor’s Degree
Master’s Degree
Doctoral Degree
Source: US Census Bureau, 2010 Census
4%
9%
2%
1%
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HOUSEHOLDS
Hispanic-American households have more family members under the age of 18 than the average American family. Hispanic households tend to represent larger families; for instance, 27.5% of these households have five or more people. This market is made up largely of households resembling the 1950s nuclear family, with half being husband-wife households. Hispanic households also tend to include deeply religious members, with parents employed primarily in blue-collar jobs, living in suburban communities, and enjoying a strong relationship with their children. Hispanics reflect much of what the traditional American family once looked like in terms of size and in lifestyle (Mintel 2010).
The average size of the Hispanic household is 3.36 people, compared to the U.S. average of 2.55
(U.S. Census Bureau). Hispanics families follow a traditional family structure, with 85% of children living with parents, 8% residing with grandparents and 7% residing with others (Pew Hispanic Centre).
U.S. Hispanic Households by Type (%), 2010
Household Type Percentage
U.S. Hispanic Family Household* Size (%), 2010
Household Size, 2010 Percentage
Family households
Husband-wife households
78.4%
50.1%
Two people
Three to four people
26.6%
45.9%
Female household, no spouse
Male household, no spouse
19.2%
9.1%
Five or more people 27.5%
Source: U.S. Census Bureau, 2010 Census
*Note: Households in which at least one member is related to the person who owns or rents the occupied housing unit. Non-Family Households 21.6%
One person 15.2%
Two or more
Source: U.S. Census Bureau, 2010 Census
6.4%
The language spoken in households will influence how manufacturers and retailers promote products to the
Hispanic market. Acculturation and generation influences the level of English spoken at home. Younger
Hispanics tend to speak better English than older Hispanics, resulting in children having a greater influence on purchasing decisions.
Children often act as a go-between with retailers and vendors for their parents.
Language Spoken in Hispanic-American Homes by Age (%), 2010
Language Spoken at Home 5 to 17 Years of Age 18 years of Age and Older
Only English spoken at home
English spoken very well
English spoken less than very well
Source: Pew Hispanic Centre, 2012
34.8%
49.7%
15.5%
20.9%
36.8%
42.3%
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The median Hispanic household income in 2010 was US$40,000. American-born Hispanics earned, on average, US$43,000, compared to foreign-born Hispanics who earn an average of US$36,900.
Hispanic-American Households by Income, 2010
Income, US$ Percentage
Up to $20,100
$20,101 - $39,000
24.6%
24.8%
$39,001 - $61,800 21.2%
$61,801 - $99,700 17.5%
$99,701 +
Source: Pew Hispanic Centre, 2012
11.8%
Source: Shutterstock
HEALTH
In 2011, the obesity rate for Hispanics in the U.S. was 39.1%, compared to 34.3% of Caucasian Americans, according to the Centre of Disease Control and Prevention. Hispanic children and educated Hispanic males are driving obesity rates.
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EXPENDITURE OVERVIEW
In 2012, the U.S. market for Hispanic foods and beverages is estimated to be worth US$8.2 billion (Daniells, S.
2012). Market research organization Packaged Facts has predicted that Hispanic spending on food and beverages could reach US$9.5 billion by 2014. According to Nielsen, the collective buying power of the
Hispanic population is projected to grow by 50%, from $1 trillion in 2010 to $1.5 trillion by 2015. If the U.S.
Hispanic population was a country, its buying power would make it one of the top 20 economies in the world
(Scott-Thomas, 2012), (Pape, P. 2012).
American-born Hispanic households, which include an average of 4.3 people, spend, on average, $261.80 on groceries every two weeks, compared to the average American family, which averages 2.6 people, and spends $186.80 every two weeks. A foreign-born Hispanic family, representing a 4.6-person household, spends slightly more, $269.90, on groceries every two weeks, which is 37% more than the general population (William,
2012). There are a number of factors that influence Hispanic purchasing decisions, such as country of origin, income, acculturation level, age, lifestyle, family size and the presence of children (Mintel 2012). For food manufacturers, it means developing and launching new foods and drinks that appeal to Hispanic tastes and socio-economic needs.
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Hispanic-American households spend 1% more on food-at-home than non-Hispanic households, and they spend 13% less on eating in restaurants compared to the average non-Hispanic household, as illustrated in the chart below (Bernstein 2010). However, they have a higher frequency of dining out compared to others, likely due to frequent dining on fast food. For instance, Hispanics are driving fast-food breakfast growth (Food Navigator-USA, 2010).
$3.8
$3.7
Hispanic Not Hispanic
$2.3
$2.7
$1.0
$1.1
$0.3
$0.3
Food at Home Food away from
Home
Household &
Personal Products
Beverages
Source: U.S. Consumer Expenditure Survey, 2009 (Bernstein 2010)
Fruits and Vegetables
High quality fruits and vegetables, and meats and poultry are important to Hispanic families. Hispanics tend to spend less on canned produce than the rest of the U.S. population (Buzby, J. 2010).
Alcoholic and Non-Alcoholic Beverages
Hispanic-Americans surpass the national average on almost all beverages by volume; in particular they consume more thirst quenchers and sports drinks. This is likely driven by the youth of the Hispanic consumer and the high likelihood that these consumers perform manual labour jobs, where these products would prove to be beneficial. Hispanics drink more imported beer than any other ethnic group (34%, versus 28% for the total
U.S. population). Wine is the least preferred alcoholic beverage among Hispanics, with only 23% saying they consume it, versus 33% of the total U.S. population. Hispanics tend not to have a wine-drinking tradition.
However, between 2004 and 2010, the number of glasses of wine consumed by Hispanics per month increased by nearly 50%. Second- and third-generation Hispanics and their level of acculturation are affecting wine consumption habits (Mintel 2012).
American Hispanics drink significantly more coffee than non-Hispanics, including the specialty/espresso categories, according to the National Coffee Association. A total of 74% of Hispanic-Americans drink coffee daily, compared with 62% of non-Hispanic-Americans. The divergence between groups is even greater when it comes to premium coffee; 46% of Hispanics said they consume a "gourmet coffee beverage" daily, compared with 29% of non-Hispanics. With regards to daily espresso consumption, Hispanics (32%) drank at nearly triple the rate of non-Hispanics (11%) (Specialty Coffee Retailer, 2012).
Meat
Hispanic households consume more beef, pork and chicken products when compared to other ethnic groups; however, Hispanic households consume less ground beef compared to White and African American households. Ethnic preference for beef has kept sales up, despite wide health concerns about red meat consumption (Food Navigator-USA, April 2010). Hispanic households consume significantly more chicken and seafood products compared to Caucasian American households (Mishra, A. Kumar, 2012). High quality meats and poultry are important to Hispanic families (Buzby, J. 2010).
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CONSUMPTION TASTES AND PREFERENCES
There are many factors that influence Hispanic tastes and preferences for food products. Quality, freshness and authenticity are some of the key factors influencing decision-making. U.S. Hispanics eat plenty of fresh meats and fresh fruits and vegetables, and the health and quality of ingredients are important factors influencing selections
(Pape, P., 2012). According to a Technomic survey of
Hispanic consumers, most Hispanics place a high importance on maintaining the values of their culture.
Growing up, most Hispanics ate home-cooked, traditional meals, with nine out of ten reporting that a parent prepared the food (Prepared Food, 2012).
Authenticity
Authenticity is extremely important among Hispanic consumers. First- and second-generation consumers place a greater importance on authenticity than do third-generation Hispanics. This is likely a reflection of the fact that more members of these first- and second- generations experienced traditionally prepared foods in their youth (Roberts, W. 2012).
Mintel has revealed in a survey that two-thirds of all respondents who eat ethnic food at home regard authentic or traditional flavours as the most important factors when purchasing or consuming such foods (Prepared Food,
2012). Later generations may present an opportunity for prepared Hispanic dishes. Their relative inexperience and lack of familiarity with traditional cooking techniques leave these consumers wanting a similar authentic experience, but without the ability to create them on their own
(Prepared Food, 2012).
Flavour Trends
Hispanic-flavoured foods appeal not only to the Hispanic population, but also to non-Hispanic households looking for unique culinary experiences. It is predicted that Peruvian cuisine will be the “next big thing,” featuring fresh fish, mango and passion fruit mingling with chilies
(Scott-Thomas, 2012). Flavorchem, an international flavours company, is introducing new Hispanic flavours for beverages, including horchata, tamarindo (tamarind), and limosa (lime). New flavours in milk and dairy products include guava, mango, piña colada, and chocolate with cinnamon (Watson, 2012).
Popular Hispanic Foods
Salvadoran
Pupusas – a traditional recipe from El
Salvador, these vary in regional influence and flavour. Pupusas feature a thick maize tortilla usually filled with a blend of cheese, ground pork and refried beans or queso con loroco
(Roberts, W. 2012)
Source: Mintel GNDP, 2013
Popular Hispanic Foods
Alfajores – confections found in various
Latin American countries. The Argentinean version consists of two round cookies joined with mousse, dulce de leche or jam, and coated with dark or white chocolate. (Roberts,
W. 2012)
Source: Mintel GNDP, 2013
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Country of Origin
A significant portion of Hispanics of Mexican and Puerto Rican origin are in support of Country Of Origin
Labelling (COOL) and have a preference toward COOL produce. According to a recent study, about 47% of
Hispanic respondents were willing to buy produce labelled with its country of origin. These consumers also indicated that price was very important in terms of selecting ethnic fruits and vegetables. In addition, they were willing to buy available organic ethnic produce and products that were recently introduced or new to the market.
This group indicated that they were influenced by point-of-purchase advertisements. They also tended to have graduated from high school, and have an annual income of between $80,000 and $99,999 (Ramu, G., 2012).
Shopping Behaviour
There are significant differences between foreign- and U.S.-born Hispanics with regards to shopping priorities and values. Findings from 2005’s NOP World’s Hispanic OmniTel Quarterly Survey and Symphony IRI Group’s
HispanicLink 2012 report highlights that unacculturated Hispanics prioritized store selection by price and proximity. This market segment is heavily influenced by the availability of products from their home country,
Spanish-speaking employees, and bilingual signage, compared to acculturated Hispanics and non-Hispanics.
Unacculturated Hispanics have a strong sense of brand loyalty, with nearly three-quarters of unacculturated
Hispanics preferring to consistently purchase the same brand (Covkin, S. 2012).
Factors Described as Priorities by Hispanic Shoppers
Shopping Priorities
Low prices
Convenient location
Wide range of merchandise
Employees who speak Spanish
U.S.-Born
70%
67
68
33
Foreign-Born
83%
75
73
69
Wider range of payment options 35 55
Spanish signage
Source: WOP World (Chain Store Age, 2005)
22 65
Hispanic women tend to make the most decisions about food for their families. Food marketers should ensure they speak to women’s cultural values, and to mothers in particular, who tend to be the decision-makers regarding children’s food and welfare (Scott-Thomas, 2012). It is important to Hispanic women that they feel that they are cooking and not assembling, as the preparation of home-cooked meals can be central to both one’s status within the household and one’s own sense of self-worth.
Hispanic consumers shop for groceries more often than the rest of the American population, with an average of
26 grocery trips per month, three times the frequency of the general U.S. population. As well, while Hispanic consumers most often shop for groceries at supermarkets, they nevertheless spend over 30% of their total food budget (compared to 18% for all U.S. shoppers) at non-supermarket stores, including butcher shops, bakeries, bodegas, convenience stores, drug stores, specialty shops and warehouse stores. Hispanics shop mostly on
Sundays after church, spend more time shopping and also shop more as a family (Euromonitor International
2012).
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Marketing
Marketing to Hispanic consumers is not just a matter of rebranding an existing product line with a Spanish name or translating existing product literature. To reach this market segment, food companies must develop products that appeal both to Hispanics and to mainstream Americans, or create advertising and marketing campaigns that can cross over (Prepared
Bolillo
Popular Hispanic Foods
Mexican
– A small, elongated roll of bread.
Biscochitos – Crisp, buttery cookies.
Foods, 2012). Brands must make an authentic appeal to the unique behaviours and tastes of Hispanic-
Americans through distinct products, channels, messaging and marketing strategies. For instance,
Calabazitas con jitomate – Zucchini with stewed tomatoes.
Caldo de pollo con fideos thin noodles.
– Chicken broth with
Chicharrón – Crisp-fried pork rind. there is a small subset within the Hispanic population where the “mother might not want to bring Spanish information into the home, because she wants her child to acculturate” (Scott-Thomas 2012).
Chilaquiles – A dish using stale tortillas fried and covered with salsa.
Chorizo – Spicy Mexican pork sausage.
Gorditas – Thick patties of masa dough and lard.
Having said that, preference for the Spanish language is high, even though 78% of U.S. Hispanic consumers speak English. Hispanic consumers want to know they are understood and respected. Even though they see a product advertised in English, they also like to see it in Spanish (William R. 2012). Food manufacturers need to list ingredients and instructions
Liquado sugar.
– A fruit milkshake made with milk and
Pan Dulce Mexicano
Mexico.
Picadillo
– Sweet rolls distinctive of
– Mixture of ground beef or shredded meat and other ingredients used as stuffing. in both English and Spanish to appeal to this growing demographic. However, marketing to this group
Pozole – Hominy with pork or chicken
Source: Meléndez-Klinger, S. needs to go beyond translation. Multicultural marketing is complex. Simply translating spoken word or text is inadequate to relate to Hispanics, as this does not address cultural relevance. Mainstream
American culture is very focused on individualism whereas Hispanic culture is focused on collectivism.
There is a struggle to strike a balance between these cultural values, but this cultural fluency allows
Hispanic-Americans to build a new hybrid culture where individualism might be valued in the workplace and collectivism in the home (Mintel 2010).
Source for both: Mintel, GNPD, 2013

The Hispanic-American market represents a growth opportunity within a mature market for today’s food manufacturers. Family, food and flavours are extremely important to Hispanics and central to self-identification.
The Hispanic-American community is diverse, representing 20 different countries and regions, each with their own unique foods, spices and flavours. The growing Hispanic immigrant population brings a niche demand for familiar foods and variations from their homeland, as they begin to acculturate. The rapid expansion of the
Hispanic population presents significant opportunities for fresh and quality ingredients, as well as processed products for the younger generation. Ethnic factors strongly influence shopping behavior, so food companies working with Hispanics must understand the particularities of the different heritages they serve. In summary, companies can capitalize on this, the fastest-growing market in the U.S., by establishing effective communication and paying attention to the specific – and often diverse – culinary and dietary needs of the
Hispanic population.
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
Bernstein Research. (December 2010). U.S. Consumer Packaged Goods and Restaurants:
The Emerging Opportunity with the U.S. Hispanic Population. p1-117.
Brown, S. ((2004). A New Protrait of Hispanic Consumers. Adweek 5/10/2004, vol. 45 Issue 19, p. 10-11.
Buzby, J.C., H. Wells, A. Kumcu, et.al. (2010). USDA Economic Research Service. Canned Fruit and
Vegetable Consumption in the United States: An Updated Report to Congress.
Centre of Desease Control and Prevention. (Obesity Facts. Retrieved December 20, 2012 from www.cdc.gov/ obesity/data/adult.html
Chain Store Age. (June 2005). “Hispanic Market Breakdown.” Retrieved from www.chainstoreage.com
.
Covkin, S. (2012). Symphony IRI Group. Diverse and Distinct – The Hispanic Population Delivers Numerous
Segments and Opportunities – and an Exceptionally Fast-Growing Market. www.SymphonyIR.com
Daniells, S. (November 2012). Food Navigator-USA. “Hispanic Foods and Beverages to Reach $8.2 billion.”
Retrieved November 30, 2012 from www.foodnavigator-usa.com
.
Datamonitor. (September 2010). The Growing US Hispanic Population Presents a Wealth of Opportunities for the CPG Industry.
Euromonitor International. (September 2010.) Consumer Lifestyles in the U.S.
Euromonitor International. (February 2012). Consumer Lifestyles in the U.S.
Food Navigator-USA. (April 2010). “Tapping Hispanic Influence in Food and Drink.” Retrieved June 5, 2012 from www.foodnavigator-usa.com
.
Frank, John. (December 14, 2010). Retailwire. “PL Buyer: Food Options for the Under-30 Hispanic.”
Retrieved June 5, 2012 from www.retailwire.com
.
Garcia-Jimenez, Carlos and Mishra Ashok Kumar. (May2011). Applied Economics Letters. “Role of Ethnicity in Consumption of Meat Products.” Vol. 18 Issue 7, p665-669.
Meléndez-Klinger, Sylvia. (April 2012). Snack Food & Wholesale Bakery. “A Look at Hispanic Foods.”
Vol. 101 Issue 4, p10-10.
Mintel. (August 2010). Nuclear Hispanics.
Mintel. (August 2010). Hispanics Going Back To Their Roots?
Mintel. (August 2010). Young U.S. Hispanics Less Likely to be Catholic.
Mintel. (August 2010). Retro-Acculturation. First published in November 2009 and reviewed in August 2010.
Mintel. (July 2012). Thirst Quenchers And Imported Beer Are Favorites Among Hispanic Beverage
Consumers.
Motel, S. (February 2012). Pew Hispanic Centre. Statistical Portrait of Hispanics in the United States, 2010.
Retrieved December 2012 from www.pewhispanic.org/2012/02/21/statistical-portrait-of-hispanics-in-theunited-states-2010/#37
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Pape, Pat. (October 2011). Convenience Store Decisions. “Foodservice Trends for Hispanic
Consumers.” Vol. 22 Issue 10, p50-54.
Prepared Foods. (May 2012). “New Product Trends.” Retrieved from www.preparedfoods.com
.
Ramu, Govindasamy, Puduri, Venkata, Simon, and James E. IUP. Journal of Management Research. (April
2012). “The US Hispanic Consumers' Perception Towards Buying Country of Origin Labelled Ethnic
Produce,” p50-64.
Restaurant, Food & Beverage Market Research Handbook. (2011). “Hispanic-American Customers,” p187-189.
Rigik, E. (May 2012). Convenience Store Decisions. “Hispanics, Millennials, Reshaping the Retail Market,” p16.
Scott-Thomas, C. (March 2012). Food Navigator-USA. “Understanding the Hispanic Market for New Product
Success.” Retrieved June 5, 2012 from www.foodnavigator-usa.com
.
Scott-Thomas, C. (April 2012). Food Navigator-USA. “Nielsen report: US Hispanic Market as Valuable as
BRIC’s?” Retrieved June 5, 2012 from www.foodnavigator-usa.com
.
Scott-Thomas, C. (February 2012). Food Navigator-USA. “US Eating Patterns See Growing Hispanic
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.
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PAGE 13

The Government of Canada has prepared this report based on primary and secondary sources of information. Although every effort has been made to ensure that the information is accurate, Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein.
The Hispanic-American Consumer:
Behaviour, Attitudes and Perceptions Toward Food Products
© Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2013).
ISSN 1920-6593
AAFC No. 11982E
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Aussi disponible en français sous le titre :
Le consommateur hispano-américain : Comportement, attitudes et perceptions à l’égard des produits alimentaires