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Hispanic Consumers and Non-Alcoholic Beverages - US - November 2014

Published By :

Mintel

Published Date : Nov 2014

Category :

Non-Alcoholic Drinks

No. of Pages : 166 Pages

While Hispanics tend to stick to the beverages that they know and like, smaller brands trying to reach them may be able to create a potentially profitable and long-term relationship by investing time and effort to get to know them, establish a presence where they are, and invite them to try the products. Consistence and perseverance will pay off.
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

Hispanics overindex on spending on non-alcoholic beverages and milk
Figure 1: Average expenditures for non-alcoholic beverages and milk, by Hispanic and non-Hispanic households, indexed to all households based on three-year rolling averages, 2013
Hispanics like variety in what they drink
Figure 2: Hispanics’ past month purchases of non-alcoholic beverages, August 2014
Beverages are either healthy, good for the family, or for someone like me
Figure 3: Correspondence Analysis for non-alcoholic beverages among Hispanics, August 2014
As Hispanics get older, their homes transition from whole milk to low fat milk
Figure 4: Types of milk that Hispanics drink, by age, April 2013-June 2014
Hispanics like variety in the flavors of fruit juices or drinks they consume
Figure 5: Flavors of fruit juice or drinks that Hispanics drink, April 2013-June 2014
Ground or whole bean coffee versus instant coffee
Figure 6: Types of coffee that Hispanics drink, April 2013-June 2014
Herbal teas more appealing to Spanish-dominant Hispanics; regular blend to English-dominant
Figure 7: Types of regular tea that Hispanics drink, by language spoken at home, April 2013-June 2014
Flavor trumps everything else when deciding what to purchase
Figure 8: Important factors for Hispanics when purchasing non-alcoholic beverages for their families, August 2014
Hispanics shop at different places depending on their level of acculturation
Figure 9: Places where Hispanics purchase non-alcoholic beverages, August 2014
What we think

Issues and Insights

Are Hispanics switching to healthier beverages with fewer calories?
The issues
The implications
How to buck tradition? How to get noticed?
The issues
The implications

Trend Application

Trend: Help Me Help Myself
Trend: Extend My Brand
Trend: Factory Fear

Hispanic Expenditures on Non-Alcoholic Beverages

Key points
Hispanics’ expenditures on non-alcoholic beverages stagnant
Figure 10: Average expenditures by Hispanic households for non-alcoholic beverages and milk, at current prices, three-year rolling averages, 2008-13
Figure 11: Average expenditures by Hispanic households for non-alcoholic beverages (excluding milk), at current prices, three-year rolling averages, 2008-13
Figure 12: Average expenditures by Hispanic households for milk, at current prices, three-year rolling averages, 2008-13
Hispanics overindex on spending on non-alcoholic beverages and milk
Figure 13: Average expenditures for non-alcoholic beverages and milk, by Hispanic and non-Hispanic households, indexed to all households based on three-year rolling averages, 2013

Innovations and Innovators

Coca-Cola Life
Figure 14: Coca-Cola Life, September 2014
Mountain Farmer's Cocoa Milk Drink
Figure 15: Mountain Farmer's Cocoa Milk Drink by Billa, October 2014
Orange and Carrot Juice by Jumex
Figure 16: Orange and Carrot Juice by Jumex, October 2014
Real Fruit Power Greetings by Dabur
Figure 17: Real Fruit Power Greetings by Dabur, October 2014
Zombie Survival Can Energy Drink
Figure 18: Zombie Survival Can Energy Drink by Boston America, October 2014

Marketing Strategies

Promoting trial, having a presence where Hispanics are
Relating to Hispanics culturally
Figure 19: Pepsi “Now is what you make it” Commercial, April 2014
Figure 20: Pepsi “Omar Bravo Bodega” Commercial, July 2014
Telling your strengths and what makes you different
Figure 21: Sunny D “Poor Soda” Commercial, June 2013

Hispanics and Non-Alcoholic Beverages

Key points
Hispanic like variety in what they drink
Figure 22: Hispanics’ past month purchases of non-alcoholic beverages, August 2014
Hispanics perceive they are buying more beverages in most categories
Figure 23: Hispanics’ change in purchases over the last year – Any increase, August 2014
Beverages are either healthy, good for the family, or for someone like me
Correspondence analysis methodology
Figure 24: Correspondence Analysis for non-alcoholic beverages among Hispanics, August 2014
Figure 25: Descriptions Hispanics associate associations with non-alcoholic beverages, August 2014

Bottled Water

Key points
Bottled water is seen as healthy and convenient
Figure 26: Hispanics’ past month purchases of bottled water, by age, August 2014
Figure 27: Hispanics’ past month purchases of bottled water, by level of acculturation, August 2014
Increase in purchases of bottled water higher among younger and middle-aged Hispanics
Figure 28: Hispanics’ change in purchases of bottled water over the last year – Any change, by age, August 2014
Bottled water market has strong regional players
Figure 29: Brands of non-carbonated bottled water that Hispanics drank in the past 7 days, by region, April 2013-June 2014

Dairy Milk

Key points
Milk purchases are driven by children in the household
Figure 30: Hispanics’ past month milk purchases, by age, August 2014
Figure 31: Hispanics’ past month milk purchases, by level of acculturation, August 2014
Less acculturated Hispanics buying more milk than a year ago
Figure 32: Hispanics’ change in purchases of dairy milk over the last year – Any change, by age, August 2014
Figure 33: Hispanics’ change in purchases over the last year – Any change, by level of acculturation, August 2014
As Hispanics get older, there is a transition from whole milk to low fat milk
Figure 34: Types of milk that Hispanic households drink, by age, April 2013-June 2014

Fruit Juice and Juice Drinks

Key points
For Hispanics, fruit juices are nutritious and have less sugar
Figure 35: Hispanics’ past month fruit juice and juice drinks purchases, by level of acculturation, August 2014
Younger, unacculturated Hispanics buying more than a year ago
Figure 36: Hispanics’ change in purchases of 100% fruit juice and juice drinks over the last year – Any change, by age, August 2014
Figure 37: Hispanics’ change in purchases over the last year – Any change, by level of acculturation, August 2014
Orange juice consumption is common in Hispanic households
Figure 38: Hispanic households’ consumption of orange juice in bottles, cans, or cartons, by language spoken at home, April 2013-June 2014
In a fragmented market, Tropicana has a comfortable lead in some regions
Figure 39: Brands of orange juice that Hispanic households drink, by region, April 2013-June 2014
Two thirds of Hispanic households drink fruit juices or drinks besides orange juice
Figure 40: Hispanic households’ consumption of fruit juices and drinks (other than orange), by household income, April 2013-June 2014
Hispanics drink multiple flavors
Figure 41: Flavors of fruit juice or drinks that Hispanic households drink, by language spoken at home, April 2013-June 2014

Regular Soda

Key points
Regular soda maintains its appeal among Hispanics
Figure 42: Hispanics’ past month regular soda purchases, by age, August 2014
While some Hispanics purchased less regular soda, the net is positive
Figure 43: Hispanics’ change in purchases of regular soda over the last year – Any change, by age, August 2014
Figure 44: Hispanics’ change in purchases of regular soda over the last year – Any change, by level of acculturation, August 2014
Coca-Cola Classic extremely popular among Spanish-dominant, bilingual Hispanics
Figure 45: Brands of regular soda drinks that Hispanics drank in the past 7 days, by language spoken at home, April 2013-June 2014

Diet Soda

Key points
Diet sodas become more appealing as household income increases
Figure 46: Hispanics’ past month diet soda purchases, by household income, August 2014
Consumption of non-cola diet beverages minimal among Hispanics
Figure 47: Brands of diet soda drinks that Hispanics drank in the past 7 days, by language spoken at home, April 2013-June 2014

Sports Drinks

Key points
Sports drinks appeal to Hispanic men younger than 45
Figure 48: Hispanics’ past month sports drinks purchases, by age, August 2014
Hispanics buying more sports drinks than a year ago
Figure 49: Hispanics’ change in purchases of sports drinks over the last year – Any change, by age, August 2014
Older Hispanics less likely to try different brands
Figure 50: Brands of thirst quencher and sports/activities drinks that Hispanics drink, by age, April 2013-June 2014
Powerade consumption increases as more English is spoken
Figure 51: Brands of thirst quencher and sports/activities drinks that Hispanics drink, by language spoken at home, April 2013-June 2014

Energy Drinks/Energy Shots

Key points
Energy drinks/shots appeal to 18-44-year-old Hispanics
Figure 52: Hispanics’ past month energy drinks/shots purchases, by gender, August 2014
Figure 53: Hispanics’ past month energy drinks/shots purchases, by age, August 2014
Red Bull and Monster Energy top brands among Hispanics
Figure 54: Brands of energy drinks or shots that Hispanics drink, by language spoken at home, April 2013-June 2014

Coffee

Key points
Passion for coffee is developed as Hispanics mature
Figure 55: Hispanics’ past month coffee purchases, by age, August 2014
Younger Hispanics purchase more coffee than a year ago; older Hispanics are mature coffee drinkers
Figure 56: Hispanics’ change in purchases of coffee over the last year – Any change, by age, August 2014
Ground or whole bean coffee versus instant coffee
Figure 57: Types of coffee that Hispanic households drink, by language spoken at home, April 2013-June 2014
Figure 58: Types of coffee that Hispanic households drink, by region, April 2013-June 2014
Folgers most popular ground coffee brand everywhere but in the Northeast
Figure 59: Brands of ground coffee that Hispanic households drink, by region, April 2013-June 2014
Nescafe and Folgers make it to Hispanics’ instant coffee cups
Figure 60: Brands of instant coffee that Hispanic households drink, by region, April 2013-June 2014
The debate about espresso/cappuccino brands is more polarized among Hispanics
Figure 61: Brands of espresso/cappuccino that Hispanic households drink, by region, April 2013-June 2014

Tea

Key points
Tea is seen as a healthy product
Figure 62: Hispanics’ past month tea purchases, by age, August 2014
Figure 63: Hispanics’ past month tea purchases, by level of acculturation, August 2014
Herbal teas more appealing to Spanish-dominant Hispanics; regular blend to English-dominant
Figure 64: Types of regular tea that Hispanic households drink, by language spoken at home, April 2013-June 2014
Lipton most popular brand among Hispanics
Figure 65: Brands of regular tea that Hispanic households drink, by language spoken at home, April 2013-June 2014

Important Factors When Purchasing Non-Alcoholic Beverages for the Family

Key points
Flavor trumps everything else when deciding what to purchase
Figure 66: Important factors for Hispanics when purchasing non-alcoholic beverages for their families, August 2014
Thinking about others
Hispanic women more likely to think about others when deciding what beverages to purchase
Figure 67: Importance of others for Hispanics when purchasing non-alcoholic beverages for their families, by gender, August 2014
Unacculturated Hispanics more democratic in how they decide what beverage to buy
Figure 68: Importance of others for Hispanics when purchasing non-alcoholic beverages for their families, by level of acculturation, August 2014
Benefits
Benefit claims resonate more with unacculturated Hispanics
Figure 69: Benefits that Hispanics look for when purchasing non-alcoholic beverages for their families, by level of acculturation, August 2014
Fitting with current diet
Low calories resonate more with Hispanic women
Figure 70: Importance of diet for Hispanics when purchasing non-alcoholic beverages for their family, by gender, August 2014
Interest in controlling calories increases with age
Figure 71: Importance of diet for Hispanics when purchasing non-alcoholic beverages for their family, by age, August 2014
Unacculturated Hispanics dilemma
Figure 72: Importance of diet for Hispanics when purchasing non-alcoholic beverages for their family, by level of acculturation, August 2014
Habits
Regardless of age, habits are habits
Figure 73: Importance of traditions for Hispanics when purchasing non-alcoholic beverages for your family, by age, August 2014
Unacculturated Hispanics value their comfort zone
Figure 74: Importance of traditions for Hispanics when purchasing non-alcoholic beverages for your family, by level of acculturation, August 2014
Natural
All-natural beverages are important, but with caveats
Figure 75: Importance of the natural for Hispanics when purchasing non-alcoholic beverages for their families, by age, August 2014
Unacculturated Hispanics more interested in natural beverages, but face constraints
Figure 76: Importance of the natural for Hispanics when purchasing non-alcoholic beverages for their families, by level of acculturation, August 2014

Where Hispanics Purchase Non-Alcoholic Beverages

Key points
Income dictates where Hispanics purchase non-alcoholic beverages
Figure 77: Places where Hispanics purchase non-alcoholic beverages, by household income, August 2014
Hispanic shop at different places depending on their level of acculturation
Figure 78: Places where Hispanics purchase non-alcoholic beverages, 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 79: Purchasing power, by race/Hispanic origin, 1990-2018
Figure 80: Purchasing power, by race/Hispanic origin, 1990-2018
Figure 81: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2013
Figure 82: Top 10 states ranked by dollar amount of Hispanic buying power, 2013
US household income distribution
Figure 83: Median household income, by race and Hispanic origin of householder, 2012

Demographic Profile of US Hispanics

Key points
Population trends
Figure 84: Population by race and Hispanic origin, 2009-19
Figure 85: Population, by race and Hispanic origin, 1970-2020
Figure 86: Asian, Black, and Hispanic populations, 1970-2020
Hispanic share of births
Figure 87: Distribution of births, by race and Hispanic origin of mother, 2002-12
The Hispanic and total US population by age
Figure 88: Hispanic share of the population, by age, 2009-19
The Hispanic and total US population by gender
Figure 89: Population, by gender and Hispanic origin, 2009-19
Figure 90: Age distribution of women, by Hispanic origin, 2014
Figure 91: Age distribution of men, by Hispanic origin, 2014
Characteristics
Marital status
Figure 92: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
Figure 93: Marital status of Hispanics, by age, 2013
Figure 94: Gender ratio, by age and Hispanic origin, 2014
Household size
Figure 95: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
Children in the household
Figure 96: Households, by presence and ages of own children, 2013
Generations
Figure 97: Generations, by Hispanic origin, 2014
Figure 98: Distribution of generations by race and Hispanic origin, 2014
Hispanics by country of origin/heritage
Figure 99: Hispanic population, by country of origin/heritage
Mexicans (63% of US Hispanics)
Figure 100: 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 101: US Hispanic population, by country of origin/heritage, 2000-10
Figure 102: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
Hispanics by geographic concentration
Figure 103: Hispanic population, by region of residence, 2000-10
Figure 104: Hispanic or Latino population as a percentage of total population by county, 2010
States with the most Hispanic population growth
Figure 105: States ranked by change in Hispanic population, 2000-10
Figure 106: Percent change in Hispanic or Latino population by county, 2000-10
Key Hispanic metropolitan areas
Figure 107: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
Hispanics online
Figure 108: Internet use among Hispanics aged 18+, 2013

Acculturation

What is acculturation?
Figure 109: Acculturation diagram
Figure 110: Variables that affect acculturation
Why is level of acculturation important?
Levels of acculturation
Figure 111: Characteristics of primary acculturation levels
What is retroacculturation?

Appendix – Other Useful Consumer Tables

Past month purchases
Figure 112: Hispanics’ past month purchases of non-alcoholic beverages, by gender, August 2014
Figure 113: Hispanics’ past month purchases of non-alcoholic beverages, by age, August 2014
Figure 114: Hispanics’ past month purchases of non-alcoholic beverages, by household income, August 2014
Figure 115: Hispanics’ past month purchases of non-alcoholic beverages, by language spoken in home, August 2014
Figure 116: Hispanics’ past month purchases of non-alcoholic beverages, by level of acculturation, August 2014
Figure 117: Hispanics’ past month purchases of non-alcoholic beverages, by parental status, August 2014
Milk
Figure 118: Types of milk that Hispanics drink, by household income, April 2013-June 2014
Figure 119: Types of milk that Hispanics drink, by language spoken at home, April 2013-June 2014
Fruit juice and juice drinks
Figure 120: Hispanic households’ consumption of orange juice in bottles, cans, or cartons, by household income, April 2013-June 2014
Figure 121: Brands of orange juice that Hispanic households drink, by household income, April 2013-June 2014
Figure 122: Brands of orange juice that Hispanic households drink, by language spoken at home, April 2013-June 2014
Figure 123: Hispanic households’ consumption of fruit juices and drinks (other than orange), by language spoken at home, April 2013-June 2014
Figure 124: Hispanic households’ consumption of fruit juices and drinks (other than orange), by region, April 2013-June 2014
Figure 125: Flavors of fruit juice or drinks that Hispanic households drink, by household income, April 2013-June 2014
Figure 126: Flavors of fruit juice or drinks that Hispanic households drink, by region, April 2013-June 2014
Coffee
Figure 127: Brands of ground coffee that Hispanic households drink, by language spoken at home, April 2013-June 2014
Figure 128: Brands of instant coffee that Hispanic households drink, by language spoken at home, April 2013-June 2014
Figure 129: Brands of espresso/cappuccino that Hispanic households drink, by language spoken at home, April 2013-June 2014
Regular soda
Figure 130: Brands of regular soda drinks that Hispanics drank in the past 7 days, by age, April 2013-June 2014
Figure 131: Brands of regular soda drinks that Hispanics drank in the past 7 days, by language spoken at home, April 2013-June 2014
Tea
Figure 132: Types of regular tea that Hispanic households drink, by age, April 2013-June 2014
Figure 133: Types of regular tea that Hispanic households drink, by household income, April 2013-June 2014
Figure 134: Brands of regular tea that Hispanic households drink, by age, April 2013-June 2014
Figure 135: Brands of regular tea that Hispanic households drink, by household income, April 2013-June 2014
Figure 136: Brands of regular tea that Hispanic households drink, by region, April 2013-June 2014
Energy drinks/Energy shots
Figure 137: Brands of energy drinks or shots that Hispanics drink, by gender, April 2013-June 2014
Figure 138: Brands of energy drinks or shots that Hispanics drink, by age, April 2013-June 2014
Diet soda
Figure 139: Brands of diet soda drinks that Hispanics drank in the past 7 days, by gender, April 2013-June 2014
Figure 140: Brands of diet soda drinks that Hispanics drank in the past 7 days, by age, April 2013-June 2014
Figure 141: Brands of diet soda drinks that Hispanics drank in the past 7 days, by household income, April 2013-June 2014
Figure 142: Brands of diet soda drinks that Hispanics drank in the past 7 days, by region, April 2013-June 2014
Important factors when purchasing non-alcoholic beverages for your family
Thinking about others
Figure 143: Importance of others for Hispanics when purchasing non-alcoholic beverages for their families, by age, August 2014
Figure 144: Importance of others for Hispanics when purchasing non-alcoholic beverages for their families, by household income, August 2014
Figure 145: Importance of others for Hispanics when purchasing non-alcoholic beverages for their families, by language spoken in home, August 2014
Figure 146: Importance of others for Hispanics when purchasing non-alcoholic beverages for their families, by parental status, August 2014
Benefits
Figure 147: Benefits that Hispanics look for when purchasing non-alcoholic beverages for their families, by gender, August 2014
Figure 148: Benefits that Hispanics look for when purchasing non-alcoholic beverages for their families, by age, August 2014
Figure 149: Benefits that Hispanics look for when purchasing non-alcoholic beverages for their families, by household income, August 2014
Figure 150: Benefits that Hispanics look for when purchasing non-alcoholic beverages for their families, by language spoken in home, August 2014
Figure 151: Benefits that Hispanics look for when purchasing non-alcoholic beverages for their families, by parental status, August 2014
Fitting with current diet
Figure 152: Importance of diet for Hispanics when purchasing non-alcoholic beverages for their family, by household income, August 2014
Figure 153: Importance of diet for Hispanics when purchasing non-alcoholic beverages for their family, by language spoken in home, August 2014
Figure 154: Importance of diet for Hispanics when purchasing non-alcoholic beverages for their family, by parental status, August 2014
Habit
Figure 155: Importance of traditions for Hispanics when purchasing non-alcoholic beverages for your family, by gender, August 2014
Figure 156: Importance of traditions for Hispanics when purchasing non-alcoholic beverages for your family, by household income, August 2014
Figure 157: Importance of traditions for Hispanics when purchasing non-alcoholic beverages for your family, by language spoken in home, August 2014
Figure 158: Importance of traditions for Hispanics when purchasing non-alcoholic beverages for your family, by parental status, August 2014
Natural
Figure 159: Importance of the natural for Hispanics when purchasing non-alcoholic beverages for their families, by gender, August 2014
Figure 160: Importance of the natural for Hispanics when purchasing non-alcoholic beverages for their families, by household income, August 2014
Figure 161: Importance of the natural for Hispanics when purchasing non-alcoholic beverages for their families, by language spoken in home, August 2014
Figure 162: Importance of the natural for Hispanics when purchasing non-alcoholic beverages for their families, by parental status, August 2014
Places where Hispanics purchase non-alcoholic beverages
Figure 163: Places where Hispanics purchase non-alcoholic beverages, by gender, August 2014
Figure 164: Places where Hispanics purchase non-alcoholic beverages, by age, August 2014
Figure 165: Places where Hispanics purchase non-alcoholic beverages, by language spoken in home, August 2014
Figure 166: Places where Hispanics purchase non-alcoholic beverages, by parental status, August 2014

Appendix: Trade Associations

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