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Hispanic Consumers and Alcoholic Beverages - US - December 2014

Published By :

Mintel

Published Date : Dec 2014

Category :

Alcoholic Beverages

No. of Pages : 145 Pages

Hispanics have so many options to choose from when deciding which alcoholic beverages to purchase. They decide based on the occasion and the people that they will be with. However, it is seldom that they purchase something they are not familiar with. Bars and restaurants are ideal settings to promote that initial trial and make the connection.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Consumer survey data
Expenditure data
Abbreviations and terms
Abbreviations
Terms
Acculturation

Executive Summary

Growth of Hispanics’ expenditures on alcoholic beverages accelerating
Figure 1: Average expenditures on alcoholic beverages, by Hispanic origin at current prices, three-year rolling averages, 2008-13
The majority of Hispanics consume alcoholic beverages
Figure 2: Consumption of alcoholic beverages among Hispanics, April 2013-June 2014
Imported beer is welcomed; craft/microbrew beer not quite yet
Figure 3: Consumption of beer, by Hispanic origin, April 2013-June 2014
Unacculturated Hispanics more likely to serve beer at celebrations
Figure 4: Reasons for drinking beer among Hispanics, by level of acculturation, August 2014
Acculturation influences where Hispanics shop
Figure 5: Where Hispanics purchase beer, by level of acculturation, August 2014
Hispanics more likely than non-Hispanics to drink tequila, but lag behind on other spirits
Figure 6: Consumption of spirits, by Hispanic origin, April 2013-June 2014
Consumption of spirits more prevalent among English-dominant Hispanics and more affluent households
Figure 7: Consumption of spirits among Hispanics, by household income, April 2013-June 2014
Brand familiarity important when purchasing spirits/hard alcohol
Figure 8: Important factors for Hispanics when purchasing liquor/distilled spirits, by language spoken at home, August 2014
Lack of “wine-culture” and familiarity with domestic brands barriers to Hispanics’ wine consumption
Figure 9: Consumption of wine, by Hispanic origin, April 2013-June 2014
Hispanics gravitate toward wines produced in Spanish-speaking countries
Figure 10: Types of imported wine Hispanics consume, by language spoken at home, April 2013-June 2014
Unacculturated Hispanics play it safe when purchasing wines
Figure 11: Important factors for Hispanics when purchasing wine, by level of acculturation, August 2014
What we think

Issues and Insights

Getting noticed out of so many options
The issues:
The implications:
Educating Hispanics about the category
The issues:
The implications:
Increasing trial on-premise
The issues:
The implications:

Trend Application

Trend: The Real Thing
Trend: Patriot Games
Trend: Slow It All Down

Hispanic Expenditures on Alcoholic Beverages

Key points
Growth of Hispanics’ expenditures on alcoholic beverages accelerating
Figure 12: Average expenditures by Hispanic households for alcoholic beverages, at current prices, three-year rolling averages, 2008-13
Figure 13: Average expenditures by non-Hispanic households for alcoholic beverages, at current prices, three-year rolling averages, 2008-13
Hispanics under index on spending on alcoholic beverages
Figure 14: Average expenditures for alcoholic beverages, by Hispanic and non-Hispanic households, indexed to all households based on three-year rolling averages, 2013

Innovations and Innovators

Eye catching: tequila cowboy boot
Figure 15: Tequila Cowboy Boot by Grupo Industrial Muyaad, November 2014
Interactive: pack for liqueur
Figure 16: Packaging of Pastis 51, November 2014
Reusable: metal multipack for beer
Figure 17: Packaging of Desperados, October 2014

Marketing Strategies

Being part of the celebration
Figure 18: Corona Extra “Blackout” commercial, March 2014
Figure 19: Corona Extra “Hammock” commercial, March 2014
Engaging with Hispanics through their passions
Partnering with people Hispanics know and like

Hispanic Consumers and Alcoholic Beverages

Key points
Consumption of alcoholic beverages
Figure 20: Consumption of alcoholic beverages among Hispanics, April 2013-June 2014
Socializing prompts consumption of beer and spirits
Figure 21: Reasons for drinking beer among Hispanics, by alcohol type, August 2014

Beer

Key points
Beer consumption among Hispanics
Hispanics like imported beer, but still are shy of craft/microbrew beer
Figure 22: Consumption of beer, by Hispanic origin, April 2013-June 2014
The majority of Hispanic men consume beer; so do about a third of Hispanic women
Figure 23: Consumption of beer among Hispanics, by age and gender, April 2013-June 2014
Figure 24: Consumption of beer among Hispanics, by household language spoken at home, April 2013-June 2014
Imported beer consumption increases with household income
Figure 25: Consumption of beer among Hispanics, by household income, April 2013-June 2014
Change in beer consumption
Beer consumption generally stable compared to a year ago
Figure 26: Hispanics’ change in consumption of beer over a year ago, by gender and age, August 2014
Increase in beer consumption goes hand in hand as household income increases
Figure 27: Hispanics’ change in consumption of beer over a year ago, by household income, August 2014
Reasons why Hispanics drink beer
The social component is a strong reason to drink beer among Hispanics
Figure 28: Reasons for drinking beer among Hispanics, by gender and age, August 2014
Celebrations more likely to include beer among unacculturated Hispanics
Figure 29: Reasons for drinking beer among Hispanics, by level of acculturation, August 2014
Where Hispanics consume beer
Figure 30: Where Hispanics consumed beer in the last 30 days, by gender and age, April 2013-June 2014
Figure 31: Where Hispanics consumed beer in the last 30 days, by language spoken at home, April 2013-June 2014
Where Hispanics purchase beer
Hispanic men value the convenience of convenience stores when purchasing beer
Figure 32: Where Hispanics purchase beer, by gender and age, August 2014
Acculturation influences where Hispanics shop
Figure 33: Where Hispanics purchase beer, by level of acculturation, August 2014
Beer brand loyalty among Hispanics
Hispanics have a short a list of brands that they prefer
Figure 34: Beer brand loyalty among Hispanics, by gender and age, August 2014
Brands of beer that Hispanics consume
With lots to choose from, Hispanics stick with the brands they know
Imported beer
Figure 35: Brands of imported beer that Hispanics consumed in the last 30 days, by region, April 2013-June 2014
Light beer
Figure 36: Brands of light beer that Hispanics consumed in the last 30 days, by region, April 2013-June 2014
Regular domestic beer
Figure 37: Brands of domestic regular beer that Hispanics consumed in the last 30 days, by region, April 2013-June 2014
Regular microbrew beer
Figure 38: Brands of craft/microbrew beer that Hispanics consumed in the last 30 days, April 2013-June 2014
Important factors for Hispanics when purchasing beer
Younger Hispanics more likely to consider what others like when purchasing beer
Figure 39: Important factors for Hispanics when purchasing beer, by gender and age, August 2014
The social component more important among less acculturated Hispanics
Figure 40: Important factors for Hispanics when purchasing beer, by level of acculturation, August 2014

Spirits/Hard Alcohol

Key points
Spirits consumption among Hispanics
In terms of spirits, Hispanics are more likely to drink tequila, but lag behind on others
Figure 41: Consumption of spirits, by Hispanic origin, April 2013-June 2014
Hispanic women aged 21-34 drink spirits like Hispanic men do
Figure 42: Consumption of spirits among Hispanics, by gender and age, April 2013-June 2014
Consumption of spirits more prevalent among English-dominant Hispanics and more affluent households
Figure 43: Consumption of spirits among Hispanics, by language spoken at home, April 2013-June 2014
Figure 44: Consumption of spirits among Hispanics, by household income, April 2013-June 2014
Change in spirits/hard alcohol consumption
Spirits/hard alcohol consumption steady among Hispanics
Figure 45: Hispanics’ change in consumption over a year ago – spirits/hard alcohol, by language spoken at home, August 2014
Reasons why Hispanics drink spirits/hard alcohol
Among Hispanics, a good reason has to exist for drinking spirits
Figure 46: Reasons for drinking spirits/hard alcohol among Hispanics, by language spoken at home, August 2014
Where Hispanics consume liquor
Bars and restaurants provide the celebratory environment that Hispanics need to drink spirits
Figure 47: Where Hispanics consumed liquor in the last 30 days, by gender and age April 2013-June 2014
Where Hispanics purchase spirits/hard alcohol
Liquor stores main destination to purchase spirits among Hispanics
Figure 48: Where Hispanics purchase spirits/hard alcohol, by language spoken at home, August 2014
Important factors for Hispanics when purchasing spirits/hard alcohol
Brand familiarity important when purchasing spirits/hard alcohol
Figure 49: Important factors for Hispanics when purchasing liquor/distilled spirits, by language spoken at home, August 2014

Wine

Key points
Wine consumption among Hispanics
Lack of “wine-culture” and familiarity with domestic brands barriers to Hispanics’ wine consumption
Figure 50: Consumption of wine, by Hispanic origin, April 2013-June 2014
Hispanic men and women equally likely to consume wine
Figure 51: Consumption of wine among Hispanics, by gender and age, April 2013-June 2014
Hispanics more likely to drink wine as more English is spoken and household income is higher
Figure 52: Consumption of wine among Hispanics, by language spoken at home, April 2013-June 2014
Figure 53: Consumption of wine among Hispanics, by household income, April 2013-June 2014
Change in wine consumption
More affluent Hispanics more likely to perceive an increase in consumption
Figure 54: Hispanics’ change in consumption of wine over a year ago, by gender and age, August 2014
Types of domestic wine Hispanics drink
No particular preference of red versus white
Figure 55: Types of domestic wine Hispanics consume, by language spoken at home, April 2013-June 2014
Origin of imported wine Hispanics drink
Hispanics gravitate toward wines produced in Spanish-speaking countries
Figure 56: Types of imported wine Hispanics consume, by language spoken at home, April 2013-June 2014
Reasons why Hispanics drink wine
Social component important reason for Hispanics to consume beer
Figure 57: Reasons for drinking wine among Hispanics, by gender, August 2014
Acculturated Hispanics more likely to drink for more personal rewards
Figure 58: Reasons for drinking wine among Hispanics, by level of acculturation, August 2014
Where Hispanics consume wine
Hispanic wine drinkers like it enough to order it at restaurants
Figure 59: Where Hispanics consumed wine in the last 30 days, by household income, April 2013-June 2014
Where Hispanics purchase wine
Hispanics from different acculturation levels purchase wine at different types of stores
Figure 60: Where Hispanics purchase wine, by level of acculturation, August 2014
Important factors for Hispanics when purchasing wine
Familiarity with brand important for Hispanics when deciding which wine to purchase
Figure 61: Important factors for Hispanics when purchasing wine, by gender, August 2014
Unacculturated Hispanics play it safe when purchasing wines
Figure 62: Important factors for Hispanics when purchasing wine, by level of acculturation, August 2014

Buying Power of US Hispanics

Key points
Hispanics’ purchasing power growth between 1990 and 2018 is projected to be 666%
Figure 63: Purchasing power, by race/Hispanic origin, 1990-2018
Figure 64: Purchasing power, by race/Hispanic origin, 1990-2018
Figure 65: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2013
Figure 66: Top 10 states ranked by dollar amount of Hispanic buying power, 2013
US household income distribution
Figure 67: Median household income, by race and Hispanic origin of householder, 2012

Demographic Profile of US Hispanics

Key points
Population trends
Figure 68: Population by race and Hispanic origin, 2009-19
Figure 69: Population, by race and Hispanic origin, 1970-2020
Figure 70: Asian, Black, and Hispanic populations, 1970-2020
Hispanic share of births
Figure 71: Distribution of births, by race and Hispanic origin of mother, 2002-12
The Hispanic and total US population by age
Figure 72: Hispanic share of the population, by age, 2009-19
The Hispanic and total US population by gender
Figure 73: Population, by gender and Hispanic origin, 2009-19
Figure 74: Age distribution of women, by Hispanic origin, 2014
Figure 75: Age distribution of men, by Hispanic origin, 2014
Characteristics
Marital status
Figure 76: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
Figure 77: Marital status of Hispanics, by age, 2013
Figure 78: Gender ratio, by age and Hispanic origin, 2014
Household size
Figure 79: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
Children in the household
Figure 80: Households, by presence and ages of own children, 2013
Generations
Figure 81: Generations, by Hispanic origin, 2014
Figure 82: Distribution of generations by race and Hispanic origin, 2014
Hispanics by country of origin/heritage
Figure 83: Hispanic population, by country of origin/heritage
Mexicans (63% of US Hispanics)
Figure 84: Number of tortilla-related products launched per year in the US, 1996-2013
Puerto Ricans (9% of US Hispanics)
Cubans (4% of US Hispanics)
Dominicans (3% of US Hispanics)
Central Americans (8% of US Hispanics)
South Americans (5% of US Hispanics)
Figure 85: US Hispanic population, by country of origin/heritage, 2000-10
Figure 86: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
Hispanics by geographic concentration
Figure 87: Hispanic population, by region of residence, 2000-10
Figure 88: Hispanic or Latino population as a percentage of total population by county, 2010
States with the most Hispanic population growth
Figure 89: States ranked by change in Hispanic population, 2000-10
Figure 90: Percentage change in Hispanic or Latino population by county, 2000-10
Key Hispanic metropolitan areas
Figure 91: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
Hispanics online
Figure 92: Internet use among Hispanics aged 18+, 2013

Acculturation

What is acculturation?
Figure 93: Acculturation diagram
Figure 94: Variables that affect acculturation
Why is level of acculturation important?
Levels of acculturation
Figure 95: Characteristics of primary acculturation levels
What is retroacculturation?

Appendix – Other Useful Consumer Tables

Beer
Demographic profile of beer drinkers
Figure 96: Demographic profile of Hispanics who drink beer, April 2013-June 2014
Change in consumption
Figure 97: Hispanics’ change in consumption of beer over a year ago, by language spoken at home, August 2014
Figure 98: Hispanics’ change in consumption of beer over a year ago, by level of acculturation, August 2014
Reasons why Hispanics drink beer
Figure 99: Reasons for drinking beer among Hispanics, by household income, August 2014
Figure 100: Reasons for drinking beer among Hispanics, by language spoken at home, August 2014
Where Hispanics consume beer
Figure 101: Where Hispanics consumed beer in the last 30 days, by gender and age, April 2013-June 2014
Where Hispanics purchase beer
Figure 102: Where Hispanics purchase beer, by household income, August 2014
Figure 103: Where Hispanics purchase beer, by language spoken at home, August 2014
Beer brand loyalty among Hispanics
Figure 104: Beer brand loyalty among Hispanics, by household income, August 2014
Figure 105: Beer brand loyalty among Hispanics, by language spoken at home, August 2014
Figure 106: Beer brand loyalty among Hispanics, by level of acculturation, August 2014
Important factors for Hispanics when purchasing beer
Figure 107: Important factors for Hispanics when purchasing beer, by household income, August 2014
Figure 108: Important factors for Hispanics when purchasing beer, by language spoken at home, August 2014
Spirits/hard alcohol
Demographic profiles of spirits drinkers
Figure 109: Demographic profile of Hispanics who drink spirits, April 2013-June 2014
Figure 110: Demographic profile of Hispanics who drink whisky, April 2013-June 2014
Past three months consumption
Figure 111: Hispanics’ past three month consumption of spirits/hard alcohol, by language spoken at home, August 2014
Figure 112: Hispanics’ past three month consumption of spirits/hard alcohol, by level of acculturation, August 2014
Change in spirits/hard alcohol consumption
Figure 113: Hispanics’ change in consumption over a year ago – spirits/hard alcohol, by gender, August 2014
Reasons why Hispanics drink spirits/hard alcohol
Figure 114: Reasons for drinking spirits/hard alcohol among Hispanics, by gender, August 2014
Where Hispanics purchase spirits/hard alcohol
Figure 115: Where Hispanics purchase spirits/hard alcohol, by gender, August 2014
Where Hispanics purchase spirits/hard alcohol
Figure 116: Where Hispanics purchase spirits/hard alcohol, by gender, August 2014
Important factors for Hispanics when purchasing spirits/hard alcohol
Figure 117: Important factors for Hispanics when purchasing liquor/distilled spirits, by gender, August 2014
Wine
Demographic profile of wine drinkers
Figure 118: Demographic profile of Hispanics who drink wine, April 2013-June 2014
Change in wine consumption
Figure 119: Hispanics’ change in consumption of wine over a year ago, by language spoken at home, August 2014
Figure 120: Hispanics’ change in consumption of wine over a year ago, by level of acculturation, August 2014
Reasons why Hispanics drink wine
Figure 121: Reasons for drinking wine among Hispanics, by language spoken at home, August 2014
Where Hispanics purchase wine
Figure 122: Where Hispanics purchase wine, by gender and age, August 2014
Figure 123: Where Hispanics purchase wine, by language spoken at home, August 2014
Important factors for Hispanics when purchasing wine
Figure 124: Important factors for Hispanics when purchasing wine, by language spoken at home, August 2014

Appendix – Trade Associations

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