Hispanic Foods and Beverages in the U.S., 5th Edition

• Publication date: November 2012
• Report size: 200 pages

Tortillas and taco kits outsell hamburgers and hot dog buns. Salsa boasts almost twice the dollar sales of ketchup. Latino culture has impacted the U.S. grocery aisles to such an extent that it has redefined American cuisine, or more accurately that its long-standing role in American cuisine has expanded to become irrepressibly evident. Hispanic foods and beverages appeal to a wide variety of consumers, from Spanish-only speakers to multicultural...

Tortillas and taco kits outsell hamburgers and hot dog buns. Salsa boasts almost twice the dollar sales of ketchup. Latino culture has impacted the U.S. grocery aisles to such an extent that it has redefined American cuisine, or more accurately that its long-standing role in American cuisine has expanded to become irrepressibly evident. Hispanic foods and beverages appeal to a wide variety of consumers, from Spanish-only speakers to multicultural consumers and foodies to, in fact, most households in America.



And marketers have taken note. The market isn’t only the playground of traditional Hispanic food companies like Goya and the Gruma Corporation. Mainstream marketers such as General Mills and Kraft have jumped on the bandwagon as well, not only with Latin-flavored products but also with mainstream products whose market share they’d like to grow with the expanding Hispanic population.



This report examines the market for Hispanic foods and beverages in the U.S., including the trends driving growth and creating new product development and sales opportunities. Readers will learn about fast-growing brands and rising stars; the diverse range of Hispanic products; demographics and psychographics of the Hispanic foods and beverages consumer, and information on consumption habits; and the new, engaging ways in which marketers are connecting with customers.



The report segments and quantifies the market by channel and product type, providing historical sales figures and forecasts through 2017. The report examines market size based in part of retail sales-tracking data from SymphonyIRI, and the consumer landscape based on extensive analysis of Experian Simmons national consumer survey data. The report also maps out the competitive situation at the marketer and brand levels, with detailed profiles of several of the biggest Hispanic marketers in the food and beverage arena.

Juice Industry in Mexico

Chapter 1 Executive Summary

Scope and Methodology

Scope of Report

Report Methodology

Size and Growth of the Market

2012 Sales of Almost $8.2 Billion

Table 1-1 Total U.S. Retail Sales of Hispanic Foods and Beverages, 2009–2012 (in millions of dollars)

Sales Expected to Reach Almost $10.7 Billion by 2017

Table 1-2 Projected U.S. Sales of Hispanic Food and Beverages, 2013-2017 (in millions of dollars)

Mexican Foods and Sauces Grow Slowly

Table 1-3 IRI-Tracked Sales of Mexican Foods and Sauces, 2012

Tortillas, Salsa Have Redefined American Cuisine

Hispanic Products Found Everywhere in the Grocery Store

Much of the Country Consumers Hispanic Foods

Hispanics Growing and Getting Younger

Hispanics’ Buying Power Rising

Mainstream Consumers Getting More Adventurous

No Shortage of Innovation in the Industry

Marketing Dollars Increase

Retailers Expand Selection, Staff

The Competitive Landscape

Table 1-4 Food Categories and Top Hispanic Brands

Every Mexican Food Category Has Gained

Hispanics Enjoy Variety on a Budget, Trying New Products

Chapter 2 Market Trends

Market Size and Growth

Hispanic Food and Beverage Sales Rise to $8.2 billion

Table 2-1 Total U.S. Retail Sales of Hispanic Foods and Beverages, 2009–2012 (in millions of dollars)

Figure 2-1 Total U.S. Retail Sales of Hispanic Foods and Beverages, 2009–2012 (in million $)

Mild Growth From Mexican Foods and Sauces

Table 2-2 SymphonyIRI-Tracked Sales of Mexican Foods and Sauces, 2012

Refried Beans, All Other Mexican Sauces Lead in Growth

Table 2-3 SymphonyIRI-Tracked Sales of Mexican Foods, 2012

Table 2-4 SymphonyIRI-Tracked Sales of Mexican Sauce, 2012

Tortillas, Salsa Outsell Many All-American Staples

Table 2-5 SymphonyIRI-Tracked Sales of Select Categories Compared to Tortillas/Taco Kits, 2012

Table 2-6 SymphonyIRI-Tracked Sales of Select Categories Compared to Salsa, 2012

Hispanic Products Make Inroads in Non-Hispanic Grocery Categories

Table 2-7 SymphonyIRI-Tracked Share and Growth of Hispanic Brands in Select Categories, 2012

Market Dynamics

Consumers of Hispanic Foods and Beverages Are Wide and Varied

Growth of Hispanic Population

Table 2-8 Demographic Snapshot of the U.S. Population, 2011 (number and percent of U.S. Hispanic population)

Table 2-9 Projected Population Growth, Hispanics vs. Other Population Segments, 2015-2050 (in thousands)

Number of Hispanics Under Age 14 to increase 14% by 2015

Table 2-10 Population of 2- to 12-Year-Olds by Race and Hispanic Origin, 2008 (in thousands)

Table 2-11 Change in Population of Kids Under the Age of 14,by Race and Hispanic Origin, 2010 (in thousands)

Table 2-12 Median Age of U.S. Population, by Race, 2011 (years)

California Has Largest Latino Population, New Mexico Highest Concentration

Table 2-13 20 U.S. States with Largest Hispanic Populations, 2011 (number and percent of U.S. Hispanic population)

Table 2-14 20 U.S. States with Largest Concentration of Hispanics, 2011

Hispanics’ Buying Power a Significant Force in the Economy

Table 2-15 Projected Growth in Hispanic Buying Power, 2008-2013

Top Hispanic Origin Groups

Mainstream Consumers Widen Their Embrace

Restaurant Trends Have an Influence

Flavors With Room for Growth

Innovation Efforts Target Hispanic Foods and Beverages

Sofi Awards Recognize Hispanic-Inspired Products

Leading Marketers Boost Their Hispanic Media Investment

Mainstream Retailers Try to Attract Hispanic Shoppers

Common Hispanic Foods and Beverages

Table 2-16 Foods and Beverages Identified as Hispanic

Looking Ahead

More Hispanic Food & Beverage Sales on the Horizon

Table 2-17 Projected U.S. Sales of Hispanic Food and Beverages, 2013-2017 (in millions of dollars)

Figure 2-2 Total Projected U.S. Retail Sales of Hispanic Foods and Beverages, 2010–2014 (in million $)

Chapter 3 The Competitive Landscape

Competitive Overview

All Types of Marketers Serve the Industry

Table 3-1 U.S. Retail Hispanic Foods and Beverages: Select Marketers, Brands, Products Offered, and Websites, 2012

Gruma Rules Tortillas

Table 3-2 SymphonyIRI-Tracked Sales Top Marketers of Hard/Soft Tortillas/Taco Kits, 2012

Table 3-3 SymphonyIRI-Tracked Sales of Top Marketers of Refrigerated Tortillas, 2012

Table 3-4 SymphonyIRI-Tracked Sales of Top Marketers of Frozen Tortillas, 2012

ConAgra, General Mills Lead In Refried Beans

Table 3-5 SymphonyIRI-Tracked Sales of Top Marketers of Refried Beans, 2012

Juanita’s Leads Mexican Food Items Category

Table 3-6 SymphonyIRI-Tracked Sales of Top Marketers of Mexican Food Items, 2012

Tostitos Dominates Salsa, But Small Players Abound

Table 3-7 SymphonyIRI-Tracked Sales of Top Marketers of Salsa, 2012

Pace Paces Picante Sauce

Table 3-8 SymphonyIRI-Tracked Sales of Top Marketers of Picante Sauce, 2012

Ortega Takes Almost Half of Taco Sauce

Table 3-9 SymphonyIRI-Tracked Sales of Top Marketers of Taco Sauce, 2012

Las Palmas and Old El Paso On Top of the “All Other Mexican Sauce/Marinade” Category

Table 3-10 SymphonyIRI-Tracked Sales of Top Marketers of All Other Mexican Sauce/Marinade, 2012

Hispanic Brands/Flavors a Major Force in the Frozen Hand-held Entrees (non-breakfast) Category

Table 3-11 SymphonyIRI-Tracked Sales of Top Marketers of Frozen Hand-held Entrees (non-breakfast), 2012

Frozen Appetizers/Snack Rolls Category Feels Hispanic Influence

Table 3-12 SymphonyIRI-Tracked Sales of Top Marketers of Frozen Appetizers/Snack Rolls, 2012

Goya a Major Player in “Vegetables – All Other Beans” Category

Table 3-13 SymphonyIRI-Tracked Sales of Top Marketers of “Vegetables – All Other Beans” Category, 2012

Goya Is Tops Among Branded Dried Beans/Grains

Table 3-14 SymphonyIRI-Tracked Sales of Top Marketers of Dried Beans/Grains, 2012

Hispanic Marketers Gaining Ground in Dry Rice and Dry Rice Mixes

Table 3-15 SymphonyIRI-Tracked Sales of Top Marketers of Dry Rice, 2012

Flavors are the Future of Carbonated Soft Drinks

Table 3-17 SymphonyIRI-Tracked Sales of Top Marketers of Regular Soft Drinks, 2012

Kraft Dominates Aseptic Juices and Juice Drinks

Table 3-18 SymphonyIRI-Tracked Sales of Top Marketers of Aseptic Juice Drinks, 2012

Table 3-19 SymphonyIRI-Tracked Sales of Top Marketers of Aseptic Juices, 2012

Hispanic Marketers Are Major Contributors to the Canned Juice Category

Table 3-20 SymphonyIRI-Tracked Sales of Top Marketers of Canned Fruit Juice, 2012

Table 3-21 SymphonyIRI-Tracked Sales of Top Marketers of Canned Juice Drinks, 2012

Chapter 4 Marketer Profiles

B&G Foods

New Products

Marketing

Campbell Soup

ConAgra

New Products

General Mills

Marketing

Goya Foods

Goya Gives Back

New Products

Marketing

Gruma Corp.

New Products

Marketing

Jarritos

Kraft Foods

MegaMex Foods (Herdez/Hormel Joint Venture)

OLÉ Mexican Foods

PepsiCo/Frito-Lay

New Products

Marketing

Ruiz Foods

Marketing

J.M. Smucker

Windsor Foods

Chapter 5 The Consumer

U.S. Consumers of Hispanic Foods and Beverages: Demographics

Note on Experian Simmons Surveys

U.S. Households Use of Mexican Foods Increases

Table 5-1 Mexican Food & Ingredients Usage, 2004-2012 (Number in Thousands & Percent)

Table 5-2 U.S. Households Who Use Mexican Food/Ingredients,by Race/Ethnicity, 2012 (percent and index)

Every Mexican Food Category Has Gained

Table 5-3 U.S. Households That Use Mexican Food/Ingredients,by Product Type, 2004-2012 (percent)

Burritos are Mainstream, Enchiladas and Tamales Less So

Table 5-4 Demographics of Adult Mexican Prepared Food Users by U.S. Households, 2012 (Index)

Use of Peppers and Condiments Varies by Age

Table 5-5 Demographics of Mexican Peppers and Condiment Users by U.S. Households, 2012 (Index)

Flour Tortillas Used by Most Demographics

Table 5-6 Demographics of Adult Tortilla and Tostada Users by U.S. Households, 2012 (Index)

Families Embrace Kits and Taco Fixings, But Other Differences Emerge

Table 5-7 Demographics of Adult Mexican Prepared Food Users by U.S. Households, 2012 (Index)

Traditional Brands Rank among Hispanic Households;Whites and Blacks Go for Mainstream

Table 5-8 U.S. Households Who Use Mexican Food/Ingredients,by Brand, 2012 (index)

Table 5-9 U.S. Households Who Use Mexican Food/Ingredients,by Brand, 2012 (index)

Hispanic Households Index More Heavily for Some Brands

Table 5-10 Brands That Skew Towards Hispanics, 2012 (index)

U.S. Consumers of Hispanic Foods and Beverages: Attitudes and Behaviors

Experian Simmons Food Lifestyle Segmentation

Hispanics Lean Towards Variety on a Budget

Table 5-11 Experian Simmons Food Lifestyle Segmentation,by Race/Ethnicity, 2012 (Index)

Table 5-12 Experian Simmons Food Lifestyle Segmentation,by Race/Ethnicity, 2012 (Percent)

Figure 5-1 Experian Simmons Food Lifestyle Segmentation,by Race/Ethnicity, 2012 (Percent)

Experian Simmons Retail Shopper Segmentation

Hispanics Look for Discounts and New Products

Table 5-13 Experian Simmons Retail Shopper Segmentation,by Race/Ethnicity, 2012 (Index)

Table 5-14 Experian Simmons Retail Shopper Segmentation,by Race/Ethnicity, 2012 (Percent)

Figure 5-2 Experian Simmons Retail Shopper Segmentation,by Race/Ethnicity, 2012 (Percent)

Hispanics Seek Out New Stores and Specialty Stores;Favor Lunch Over Other Meals

Table 5-15 Food and Shopping Psychographics by Race/Ethnicity,2012 (Index)

Table 5-16 Food and Shopping Psychographics by Select Brands,2012 (Index)

Table 5-17 Food and Shopping Psychographics by Select Brands,2012 (Index)

Meals by Latina Moms

Juice in Mexico

Mexico Soft Drinks Sales, Us$mn

• $ 250
• Industry data
• February 2013

Yearly, From 2002 To 2016
By Business Monitor International
Source: National Institute of Statistics, Geography and Information, ANPRAC, BMI

• Industries : Juice
• Countries : Mexico

Mexico Alcoholic Drinks Production, Mn Litres

• $ 250
• Industry data
• January 2013

Yearly, From 2002 To 2009
By Business Monitor International
Source: National Institute of Statistics, Geography and Information, BMI

• Industries : Juice
• Countries : Mexico

Mexico Fruit/vegetable Juice Sales (mn Litres)

• $ 250
• Industry data
• January 2013

Yearly, From 1995 To 2016
By Business Monitor International
Source: UN Industrial Commodity Statistics Database, UN Comtrade, BMI Calculation

• Industries : Juice
• Countries : Mexico

Mexico Fruit/vegetable Juice Sales, Litres Mn, % Change Y-o-y

• $ 250
• Industry data
• January 2013

Yearly, From 1996 To 2016
By Business Monitor International
Source: UN Industrial Commodity Statistics Database, UN Comtrade, BMI Calculation

• Industries : Juice
• Countries : Mexico

Mexico Fruit/vegetable Juice Exports, Litres Mn, % Change Y-o-y

• $ 250
• Industry data
• January 2013

Yearly, From 1996 To 2016
By Business Monitor International
Source: UN Comtrade

• Industries : Juice
• Countries : Mexico