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Hispanics - Feeding Their Kids - US - October 2016

Published By :

Mintel

Published Date : Oct 2016

Category :

Lifestyle

No. of Pages : N/A

When feeding their kids, Hispanic parents want to feel in control. However, that is not always possible as the foods they feel comfortable serving their kids are not the same their kids like and Hispanic parents need to make compromises. The discrepancies in expectations can create some tension when kids ask for foods they like and they can be vocal when they don’t get what they want. Hispanic parents handle the dynamic differently depending on which attitudinal segment they fall into in regards to feeding their kids – Liberal, Independent, or Conservative.

Table of Contents

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The issues
There are three types of Hispanic parents
Figure 1: Hispanics and feeding their kids segments, July 2016
No matter what parents think, kids are in control
Figure 2: Dynamic around Hispanics feeding their kids – The role of children, by level of acculturation, July 2016
Parents and kids don’t agree on what is good food
Figure 3: Foods Hispanic parents feel comfortable serving their kids versus foods their children love, July 2016
The opportunities
Using social media to engage Hispanic parents in the Liberal segment
Figure 4: Media influencers for what Hispanics feed their kids, by feeding kids attitudinal segments, July 2016
Defining “too much”
Figure 5: Main concerns Hispanics have when feeding their kids, by feeding kids attitudinal segments, July 2016
Opportunities and challenges as Hispanics move through the acculturation path
Figure 6: Hispanics parents’ perception of foods they feel comfortable serving, by level of acculturation, July 2016
What it means

THE MARKET – WHAT YOU NEED TO KNOW
There are three well-defined groups of Hispanic parents
Hispanic parents have little motivation to change their diet
Bicultural Hispanics tend to be open-minded
Hispanics cook with their families in mind
Allergies are a marginal concern
Hispanics...

FEEDING KIDS ATTITUDINAL SEGMENTS
Hispanic parents are grouped in three different segments
Figure 7: Hispanics and feeding their kids segments, July 2016
Liberal Hispanic parents feeding their kids (39%)
Characteristics
Opportunities
Figure 8: Profile of Liberal Hispanic parents, July 2016
Independent Hispanic parents feeding their kids (28%)
Characteristics
Opportunities
Figure 9: Profile of Independent Hispanic parents, July 2016
Conservative Hispanic parents feeding their kids (33%)
Characteristics
Opportunities
Figure 10: Profile of Conservative Hispanic parents, July 2016
Cluster methodology

MARKET PERSPECTIVE
The majority of Hispanics consider themselves healthy
Hispanic market becoming more bicultural
Hispanics are Cooking Enthusiasts
Allergies are less of an issue among Hispanics

MARKET FACTORS
The Hispanic market is young
Figure 11: Population by Hispanic origin and generation share, 2016
Hispanic households more likely to include children
Figure 12: Average household size and average number of adults and children in households, by race and Hispanic origin, 2015
Figure 13: Presence of children in household, by race and Hispanic origin, 2015
In many cases, Hispanics have to do more with less
Median household income for Hispanics significantly below national median
Figure 14: Median household income, by race and Hispanic origin of householder, 2014
Figure 15: Household income distribution, by race and Hispanic origin of householder, 2014

DIFFERENT PRODUCTS FOR DIFFERENT SEGMENTS
For Liberal Hispanic Parents
Figure 16: Del Monte Mandarin Oranges Fruit Cup Snack, September 2016
Figure 17: Tombstone Roadhouse Bring on the Meat Pizza, July 2016
Figure 18: Kroger Peanut Butter Filled Pretzels, September 2016
For Independent Hispanic Parents
Figure 19: Pure Growth Organic Maple & Brown Sugar Oatmeal, August 2016
Figure 20: Nature’s Path Organic Qi’a Superfood Cocoa Coconut Superflakes, August 2016
Figure 21: Snack Factory Sea Salt Tortilla Chips, September 2016
For Conservative Hispanic Parents
Figure 22: Kellogg’s Corn Flakes Breakfast Cereal, August 2016
Figure 23: Marinela Gansito Limited Edition Key Lime Pie Filled Snack Cake, July 2016
Figure 24: Planters Unsalted Dry Roasted Peanuts, September 2016

THE CONSUMER – WHAT YOU NEED TO KNOW
Hispanic parents – even dads – discount the involvement of their spouses
Those directly involved are the ones with the most influence
Children know what they want
Hispanic kids tend to be bicultural in food preferences
Foods children love are not the same ones parents feel good preparing
Preservatives and artificial flavors are not an issue

DECISION MAKING FOR FEEDING THE KIDS
Hispanic parents feel they are in control
Involvement doesn’t necessarily mean cooking
Figure 25: Hispanics’ involvement in decision making about feeding the kids, by gender and age, July 2016

INFLUENCERS
Trust and desire to please drive influencers
I am not alone...
Figure 26: Influencers for what Hispanics feed their kids, July 2016
Figure 27: Influencers for what Hispanics feed their kids, by feeding kids attitudinal segments, July 2016
Spouses’ influence changes as Hispanics get older
Figure 28: Spouse influence in how Hispanics feed their kids, by gender and age, July 2016
The more kids, the higher their influence
Figure 29: Children’s influence in how Hispanics feed their kids, by number of children, July 2016

FEEDING THE KIDS DYNAMIC
The dynamic at the heart of feeding of kids is a result of many factors
Figure 30: Dynamic around Hispanics feeding their kids, July 2016
Figure 31: Dynamic around Hispanics feeding their kids, by feeding kids attitudinal segments, July 2016
The role of children in the dynamic
Children know what they like
More acculturated Hispanics more vocal about what they want to eat
Figure 32: Dynamic around Hispanics feeding their kids – The role of children, by level of acculturation, July 2016
The role of school in the dynamic
The majority of Hispanic kids eat school lunches
Figure 33: Dynamic around Hispanics feeding their kids – Eating at school, by level of acculturation, July 2016
The role of parenting styles in the dynamic
Food plays an important role in parent-kid relationships
Unacculturated parents please, acculturated do not force
Figure 34: Dynamic around Hispanics feeding their kids – Parenting styles, by level of acculturation, July 2016
The role of culture in the dynamic
Food as an expression of culture
Figure 35: Dynamic around Hispanics feeding their kids – Cultural influence, by level of acculturation, July 2016

PERCEPTION OF DIFFERENT TYPES OF FOODS
Hispanic don’t feel comfortable with foods their children love
Figure 36: Hispanic parents’ perceptions of specific foods, July 2016
Liberal Hispanic parents more indifferent
Figure 37: Hispanics parents’ perception of foods they feel comfortable serving, by feeding kids attitudinal segments, July 2016
Acculturation makes Hispanic parents more comfortable
Figure 38: Hispanics parents’ perception of foods they feel comfortable serving, by level of acculturation, July 2016
More acculturated Hispanic kids more comfortable with more foods
Figure 39: Hispanic parents’ perception of foods their kids love, by level of acculturation, July 2016

CONCERNS FEEDING THE KIDS
Hispanics are concerned about the “too much”
Figure 40: Main concerns Hispanics have when feeding their kids, July 2016
Figure 41: Main concerns Hispanics have when feeding their kids, by feeding kids attitudinal segments, July 2016
Some concerns decrease with acculturation
Figure 42: Main concerns Hispanics have when feeding their kids, by level of acculturation, July 2016

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Terms
A note on acculturation

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