1. Get more info on this report!
Hispanic Food and Beverages in the U.S.: Market and Consumer
Trends in Latino Cuisine, 4th Edition
July 1, 2010
Countries covered: United States
Burritos, enchiladas, quesadillas—you don‟t have to go to Mexican restaurant or scour
the ethnic foods aisle in your supermarket if that‟s what you‟re in the mood for. Hispanic
foods and beverages have become so common a part of the American menu many
consumers would have to think twice before characterizing them as a distinct ethnic
cuisine. Are there any food courts in sports venues these days that don‟t offer nachos
as standard fare alongside hotdogs? Is there a supermarket or grocery anywhere in the
country that doesn‟t carry tortilla chips and salsa, even if there are no Hispanic
consumers in their community?
With Hispanic foods and beverages achieving such prominence, it‟s no wonder that
sales were close to $7 billion in 2009, according to the recent report from Packaged
Facts titled “Hispanic Food and Beverages in the U.S.: Market and Consumer Trends in
Latino Cuisine, 4th Edition.” This represented an increase of 28.7% from $5.4 billion in
2005. In addition, Packaged Facts predicts continued aggressive growth through 2014,
with sales projected to top $9.5 billion in 2014.
The report details how the expanding appetite for Hispanic food and drink among non-
Hispanic Americans combined with the rapid increase in the Hispanic population is
driving sales of Mainstream Mexican products along with Authentic Hispanic and Nuevo
Latino foods. Expanding distribution channels, the rise of the “foodie” and other key
trends affecting the marketplace are described along with the changing demographics
and other factors driving growth. In addition, the report profiles major marketers, both in
the manufacturing and foodservice arenas.
Read an excerpt from this report below.
Report Methodology

2. The information contained in this report was obtained from both primary and secondary
research. Primary research entailed on-site examinations of retail venues, which
encompass club stores, convenience stores (c-stores), dollar stores, drugstores,
health/natural foods stores, mass merchandisers, neighborhood bodegas/super
mercados, mainstream supermarkets and other retail outlets. Industry participants were
also interviewed for insights and clarifications on questions of ingredients, marketing
strategies, etc.
Secondary research was gathered from relevant sources including consumer and
industry publications, newspapers, government reports, financial reports, company
literature and corporate annual reports. Key sources also included the U.S. Department
of Agriculture (USDA), Information Resources, Inc. (Chicago, IL) and other trade
sources. The analysis of consumer demographics is derived from fall 2009 Simmons
Market Research Bureau (New York, NY) data.
In addition to covering packaged products sold through the various types of retail outlets
mentioned above and developments in the retail marketplace relevant to Hispanic foods
and beverages, this report includes qualitative and quantitative information on
foodservice sales through a variety of channels such as fast-food outlets, sit-down
restaurants, mobile units, etc. Foodservice coverage focuses on those outlets that are
owned and operated or founded by immigrants from Latin American countries or
Hispanic-Americans and which feature exclusively or predominantly Hispanic menus.
But it also includes coverage of the expanding presence of Hispanic foods and
beverages in traditional “American” foodservice outlets.
What You’ll Get in This Report
“Hispanic Food and Beverages in the U.S.: Market and Consumer Trends in Latino
Cuisine” makes important predictions and recommendations regarding the future of this
market, and pinpoints ways current and prospective players can capitalize on current
trends and spearhead new ones. No other market research report provides both the
comprehensive analysis and extensive data that “The U.S. Market for Hispanic Foods &
Beverages” offers. Plus, you‟ll benefit from extensive data, presented in easy-to-read
and practical charts, tables and graphs.
How You’ll Benefit from This Report
If your company is already doing business in the Hispanic food and beverage market, or
is considering making the leap, you will find this report invaluable, as it provides a
comprehensive package of information and insight not offered in any other single
source. You will gain a thorough understanding of the current market for Hispanic foods
and beverages, as well as projected markets and trends through 2014.
This report will help:
Marketing managers identify market opportunities and develop targeted

3. promotion plans for Hispanic foods and beverages.
Research and development professionals stay on top of competitor initiatives and
explore demand for Hispanic foods and beverages.
Advertising agencies working with clients in the foodservice and retail industries
understand the product buyer to develop messages and images that compel
consumers to buy Hispanic foods and beverages.
Business development executives understand the dynamics of the market and
identify possible partnerships.
Information and research center librarians provide market researchers, brand
and product managers and other colleagues with the vital information they need
to do their jobs more effectively.
Additional Information
Market Insights: A Selection From The Report
Product Categories Driving Growth
Packaged Facts projects that eight Hispanic food and beverage categories will
experience double-digit CAGRs during the 2010-2014 forecast period. The categories,
and their respective CAGRs, are Picante (16%); Nectars/Juices/Drinks (13%); Meat:
Fresh, Frozen, and Canned (13%); Fruits/Vegetables: Canned, Dried, Frozen, and
Jarred (12%); Cheese (12%); Milk/Milk-Style Beverages (11%); Bakery Items (10%);
and Yogurt/Cultured Dairy Drinks (10%).
Factors Affecting Market Growth
There are several reasons that the market for Hispanic foods and beverages has been
growing and they will continue to drive the market in the next few years as well. The key
factors include the expanding Hispanic population, which also includes the expanding
buying power of this demographic. Added to that is the increasing popularity of Hispanic
foods and beverages among non-Hispanic consumers as well as the increasing
availability of the products.
The Hispanic population in the United States is the largest minority group with an
estimated 2010 population of 49.7 million—16 percent of the total population. Through
the end of the half century, the Hispanic population is projected to grow at a CAGR of
2.49 percent, nearly three times that of the overall population.
The 28.2 million Mexicans living in the United States constitute a significant majority of
the Hispanic population (64%). Puerto Ricans, the second-largest Hispanic segment,

4. represent 9% of the Hispanic population. No other national segment accounts for more
than 4% of the Latino population.
In the News
Hispanic Food and Beverage Market to Continue Aggressive Growth Through
2014
New York, June 9, 2010 — The expanding appetite for Latino cuisine among non-
Hispanic Americans, combined with the rapid increase in the United States‟ Hispanic
population, will be a boon for the $7 billion Hispanic food and beverage market, helping
to drive sales to $10 billion in 2014, according to Hispanic Food and Beverages in the
U.S.: Market and Consumer Trends in Latino Cuisine, 4th Edition, the latest market
research study by publisher Packaged Facts.
Along with population growth, buying power within the Hispanic population is expected
to increase significantly in the next four to five years. Packaged Facts projects that the
buying power of Latinos will reach $1.3 trillion in 2013 up from $984 billion in 2008,
representing a cumulative growth rate of 31%. In addition, Hispanic shoppers spend
significantly more than other groups on food consumed at home, due to the importance
of family mealtime and larger family units.
Packaged Facts separates the Hispanic food and beverage market into three segments:
Mainstream Mexican (tortillas, salsa, tacos, burritos, nachos, refried beans, Tex-Mex
cuisine, and other products that have become part of the American culture); Authentic
Hispanic (products either imported from Hispanic countries to the United States or
products made domestically that use traditional recipes); and Nuevo Latino (products
with south-of-the-border flair, including traditional American foods made with Hispanic
ingredients, as well as unique new creations that meld a variety of Hispanic flavors and
food traditions).
In particular, Authentic Hispanic and Nuevo Latino are garnering substantial sales
boosts from America‟s population of adventurous food enthusiasts known as “foodies.”
The demand has caused new Hispanic food products to pour forth from manufacturers
seeking to increase variety to meet the ever restless American appetite for the new and
different. Foodservice operators are likewise creating innovative and exciting dishes to
keep pace with consumer demand.
“All three segments of Hispanic food are becoming increasingly available throughout the
U.S. due to expanded distribution through both retail and foodservice outlets and
expanded awareness of these products as a result of mass communications on
television and the Internet about Hispanic foods and cooking techniques,” says Don
Montuori, publisher of Packaged Facts. “The fact that the Hispanic population is
expanding beyond traditional enclaves in California, the Southwest, Florida, and major

5. metropolitan areas like New York and Chicago to communities which previously had
either no Hispanic presence or only a small one further benefits the market.”
As the 4th edition of a popular Packaged Facts title,Hispanic Food and Beverages in
the U.S.: Market and Consumer Trends in Latino Cuisineinvestigates the primary
factors driving sales in the market. In addition to covering packaged products sold
through various retail outlets and developments in the retail marketplace relevant to
Hispanic foods and beverages, this report includes qualitative and quantitative
information on foodservice sales through a variety of channels such as fast-food outlets,
sit-down restaurants, mobile units, and more. Foodservice coverage focuses on those
outlets that are owned and operated or founded by immigrants from Latin American
countries or Hispanic-Americans and which feature exclusively or predominantly
Hispanic menus. The report also includes coverage of the expanding presence of
Hispanic foods and beverages in traditional “American” foodservice outlets.
About Packaged Facts - Packaged Facts, a division of MarketResearch.com,
publishes market intelligence on a wide range of consumer market topics, including
consumer goods and retailing, foods and beverages, demographics, pet products and
services, and financial products. Packaged Facts also offers a full range of custom
research services.
Table of Contents
Chapter 1: Executive Summary
Scope and Methodology
Market Parameters
Who are the Consumers?
Three Basic Product Segments
Report Methodology
A Note About Nomenclature
The Products
Three Primary Segments
First Segment: Mainstream Mexican
Second Segment: Authentic Hispanic
Third Segment: Nuevo Latino
Segment Overlap
Increasing Availability of Hispanic Foods
Size and Growth of the Market
2009 Sales of Almost $7 Billion
Sales to Exceed $9.5 Billion by 2014
Table 1-1: U.S. Sales of Hispanic Foods and Beverages, 2005-2014 (in million $)
Leading Product Categories
Table 1-2: Top 10 Hispanic Food and Beverage Categories by U.S. Retail Sales,
2005-2009 (in million $)
Product Categories Driving Growth
Factors Affecting Market Growth

6. Table 1-3: Hispanic Population as Percentage of Total U.S. Population 2010-
2050 (In Thousands)
The Marketers
All Types of Marketers
Mainstream Companies Lead in Advertising to Hispanics
Sales Outlets and Distribution Methods
Traditional Supermarkets Losing Share to Large Retail Outlets
Distribution Methods
The Consumer
The Hispanic Population Boom
Where Most Hispanics Reside
The Hispanic Market Skews Young
Table 1-4: Median Age of U.S. Population, by Race, 2008
Hispanic Population Attitudes
New Products and Trends
Growing Hispanic Population and Growing Taste for Hispanic Foods
Table 1-5: U.S. Hispanic Food and Beverage Product Introductions, 2006-2009
Chapter 2: The Products
Key Points
Market Scope
Products Outside Scope
A Note about Nomenclature
Hispanic Foods and Beverages
What Are Hispanic Foods and Beverages?
Table 2-1: Foods and Beverages Identified as Hispanic
Recognizing National Differences
Awareness of National Differences Set to Increase Among “Foodies”
Products on the Rise
Figure 2-1: Hispanic Food and Beverage-Related Products on the Rise, 2000-
2020 (projected % increase in quantities consumed)
Hispanic Influence on Mainstream is Widespread
Hispanic Foods Influence Mainstream Foodservice
Product Breakouts
Mainstream Mexican
Authentic Hispanic
Nuevo Latino
Convenience and Familiarity Create Overlap
Nutritional Aspect of Hispanic Diet
Mixed Health Aspects of Hispanic Cuisine
Battling over Soft Drinks Impacts Hispanic Beverage Market
Little Play for Organics
Hispanic Packaging Preferences
Government Regulations
Regulatory Agencies
Labeling Overview
Provide the Facts: Nutritional Information Musts

7. Exempt Products
Bilingual Labels
Figure 2-2: Example of Single Nutrition Facts Box in English and Spanish
Country of Origin
Nutrition Regulations in Foodservice
Health, Nutrient Content and Structure/Function Claims
Significant Scientific Agreement Health Claims
Qualified Health Claims
Nutrient Content Claims
Structure/Function Claims
Allergen Issues
Product Recalls
Table 2-2: A Sampling of Hispanic Food and Beverage Recalls, 2008-2010
Figure 2-3: Example of a Product Recall Press Release
Increase in Recalls Anticipated
Chapter 3: The Market
Key Points
Market Size and Growth
2009 Sales of Almost $7 Billion
Table 3-1: Total U.S. Retail Sales of Hispanic Foods and Beverages, 2005-2009
(in million $)
How Estimates Were Formed
Figure 3-1: Total U.S. Retail Sales of Hispanic Foods and Beverages, 2005-2009
(in million $)
Included Products and Brands
Chili, Chips and Alcoholic Beverages Exclusion Continued
Table 3-2: U.S. Retail Sales of Hispanic Foods and Beverages by Category,
2005-2009 (in million $)
Top 10 Hispanic Food and Beverage Categories
Table 3-3: Top 10 Hispanic Food and Beverage Categories by U.S. Retail Sales,
2005-2009 (in million $)
Tortillas
Salsa
Entrees/Handheld Items
Cheese
Bakery Items
Cooking Sauces and Marinades
Refried Beans
Picante
Rice/Rice Mixes
Seasonings/Spice Mixes
Beverages Categories are Fastest Growing
Table 3-4: Top 10 Fastest-Growing Hispanic Food and Beverage Categories by
U.S. Retail Sales, 2005-2009 (in million $)
Yogurt/Cultured Dairy Drinks
Milk/Milk-Style Beverages

8. Nectars/Juices/Drinks
Bakery Items
Cheese
Fruits/Vegetables: Canned, Dried, Frozen and Jarred
Dried Beans
Taco Sauce
Soda
Meat: Fresh, Frozen and Canned
Market Composition: Tortillas Dominate
Figure 3-2: Market Share of Hispanic Food and Beverage Categories by U.S.
Retail Sales, 2009
Table 3-5: Market Share of Hispanic Food and Beverage Categories by U.S.
Retail Sales, 2009
Hispanic Beers Surge
Table 3-6: Latin American Beer Imports, 2004-2008 (in 31 Gallon Barrels)
Salty Snacks Advance Steadily
Table 3-7: U.S. Retail Sales of Select Salty Snacks, 2006-2009 (in million $)
Projected Market Growth
Market Drivers
Expanding Hispanic Population
Table 3-8: Hispanic Population as Percentage of Total U.S. Population 2010-
2050 (In Thousands)
Buying Power Increasing
Table 3-9: Projected Growth in Hispanic Buying Power, 2008-2013
Entering the Mainstream
Expanding Availability
Sales to Reach $8.4 Billion by 2011
Table 3-10: Projected Total U.S. Retail Sales of Hispanic Foods and Beverages,
2010-2014 (in million $)
Figure 3-3: Total Projected U.S. Retail Sales of Hispanic Foods and Beverages,
2010-2014 (in million $)
Three Categories Top $1 billion in Sales
Table 3-11: Projected U.S. Retail Sales of Hispanic Foods and Beverages by
Category, 2010-2014 (in million $)
Eight Categories Will Experience Double-Digit Growth
Table 3-12: Projected CAGRs for U.S. Retail Sales of Hispanic Foods and
Beverages by Category, 2009-2014
Chapter 4: The Marketers
Key Points
Competitive Overview
All Types of Marketers Serve the Industry
Table 4-1: U.S. Retail Hispanic Foods and Beverages: Select Marketers, Brands
and Products Offered, 2010
Leading Hispanic Food and Beverage Advertisers
Table 4-2: Selected National Food and Beverage Advertisers Ranked by
Hispanic Ad Spend as Percent of Total Ad Spend for 2008

9. Marketer Overview
Mainstream Marketers with Hispanic Offerings
B&G Foods
Cadbury Adams
Campbell‟s
ConAgra
General Mills
Heinz
Hershey
Hormel
Kraft Foods
Nestlé
PepsiCo/Frito-Lay
Unilever
Major Hispanic Marketers
Authentic Specialty Foods
Bueno Foods
Café Bustelo
Don Miguel
Goya Foods
Gruma Corp.
Grupo Bimbo
Grupo Herdez, S.A. de C.V
Jarritos
Juanita‟s
Jumex
La Moderna
La Preferida
Marquez Brothers
Penafiel
Ruiz Foods
Sabores Aztecas
Tapatio Hot Sauce
Other Important Hispanic Marketers
Dulces De La Rosa
Del Fuerte
Del Real Foods
Industrias Alimenticias Kerns y CIA, SCA
Ingenio Riopaila S.A
José R. Lindley Corporation
La Costeña
La Sirena
Pescados Industrializados S.A (PINSA)
Tajín
Notable Non-Hispanic Marketers
El Pinto

10. Fischer & Wieser Specialty Foods
Frontera Foods
Walker Foods
Distributors
Díaz Foods
MegaMex
Novamex
Vilore Foods Company, Inc.
Chapter 5: Foodservice
Key Points
Foodservice Hit Hard by Recession
Leading Hispanic Foodservice Chains
Table 5-1: Top 25 U.S. Hispanic Foodservice Chains, by Systemwide Sales and
Number of Units Worldwide, 2006—2009
Hispanic Restaurant Chain Profiles
Menu Trends
Abuelo‟s
Azteca Mexican Restaurant
Baja Fresh
Café Bustelo
Calbi Fusion Tacos and Burritos
Cantina Laredo
Chili‟s
Chipotle Mexican Grill, Inc
Del Taco
Don Pablo‟s
El Chico Café
El Pollo Loco
Fogo de Chão
La Salsa Mexican Grill
Lime Fresh Mexican Grill
Macayo's Mexican Kitchen
Maria Maria
Mexican Restaurants, Inc.
Moe‟s Southwest Grill
Mucho Burrito
On the Border
Pio Pio
Pollo Campero
Pollo Tropical
Qdoba Mexican Grill
Real Mex Restaurants
Rubio‟s Fresh Mexican Grill
Salsarita's Fresh Cantina
Taco Bell Corp.
Taco Bueno

11. Taco Cabana
Taco Del Mar
Taco John‟s
Taco Mayo
TacoTime
Texas de Brazil
The Taco Maker
Tijuana Flats Burrito Co.
Wahoo‟s Fish Taco
Non-Hispanic Chains Serving Hispanic Foods
How Foodservice Establishments Get Their Wares
Hispanic Food Manufacturers Produce for Foodservice Operators
Online Foodservice Suppliers Feature Hispanic Foods and Beverages
Chapter 6: The Retail Marketplace
Key Points
Types of Retail Outlets
Leading Retailers
Table 6-1: Top Ten U.S. Food Retailers, by Dollar Sales and Number of Stores,
2009
Supermarkets Largest Retail Channel for Food
Value Propositions Build Supermarket Sales
Consumer Confidence Slow to Return
Challenges Ahead
Reaching the Hispanic Shopper
The Hottest Demographic
Internet Savvy
Language Matters
Generational Differences
Mexico is not Brazil is not Guatemala, etc.
Celebrating Cinco de Mayo
General Mills‟ “Que Rica Vida” Program
And Don‟t Forget the Foodie
Mainstream Retailer Hispanic Initiatives
Convenience Stores
7-Eleven
BP
Chevron
Exxon Mobil Fuels Market
Supermarkets, Mass Merchandisers, and Warehouse Clubs
Bi-Lo
Fiesta Mart
Food City
Food Lion
H-E-B
Hy-Vee
Jewel-Osco

12. Kroger
Publix
Sam's Club
Save-A-Lot Food Stores
United Supermarkets
Wakefern
Walmart
Winn-Dixie
Hispanic Retailers are Flourishing
Table 6-2: Percent of U.S. Adults Who Have Shopped at Hispanic Grocery
Stores/Bodegas in 3 Past Months, February 2010
Notable Hispanic Retailers
Avanza
Figure 6-1: Avanza PR
Bogopa USA
Compare Foods
El Super
Mi Pueblo Food Centers
Mi Pueblo Supermercado
Northgate Gonzalez
Pro's Ranch Markets
Sedano‟s
Expanding to Mainstream
Online Retailers
Amigofoods.com
La Tienda.com
MexGrocer.com
Distribution to Retail Outlets
Table 6-3: Top 10 U.S. Grocery Wholesalers by Dollar Sales, 2009
Warehouse Distribution
Direct-Store Delivery
DSD Growing
Some Marketers Work Through Brokers
Distribution Is Second Highest Cost Next to Production
Hispanic Distributors
Retail Pricing Up in the Air
Hispanic Supermarket Circulars
Figure 6-2: Amigos United Circular
Figure 6-3: Mi Pueblo Food Center Circular First Page
Figure 6-4: Mi Pueblo Food Center Circular Second Page
Figure 6-5: Northgate Gonzalez Market Circular
Figure 6-6: Avanza Supermarket Circular
Figure 6-7: Compare Foods Circular
Figure 6-8: Pro‟s Ranch Markets Circular
Figure 6-9: Sedano‟s Circular
Chapter 7: The Consumer

13. Key Points
Hispanic Consumers in the United States
Latin Influence on Mainstream Consumers
Simmons Consumer Survey
Latinos Are Core Consumers of Hispanic Foods and Beverages
Hispanics Represent Over Half of U.S. Population Growth
Table 7-1: Growth of Hispanic vs. Non-Hispanic Population in the United States,
2005-2008 (in millions)
Table 7-2: Projected Population Growth, Hispanics vs. Other Population
Segments, 2010-2015 (in thousands)
Table 7-3: Projected Population Growth, Hispanics vs. Other Population
Segments, 2010-2050 (in thousands)
Two-Thirds of U.S. Latinos are of Mexican Origin
Figure 7-1: U.S. Hispanic Population by Country of Origin, 2008
California Has Largest Latino Population, New Mexico Highest Concentration
Table 7-4a: 20 U.S. States with Largest Hispanic Populations, 2008 (number and
percent of U.S. Hispanic population)
Table 7-4b: 20 U.S. States with Largest Concentration of Hispanics, 2008
Figure 7-2: Geographic Distribution of U.S. Hispanic Population, 2006
Table 7-5: Experian Simmons Population of U.S. Households, by Race and
Marketing Region, 2009 (percent and index)
Hispanics Are Younger Than Overall U.S. Population
Table 7-6: Median Age of U.S. Population, by Race, 2008 (years)
Table 7-7: Experian Simmons Population of U.S. Households, by Race and Age,
2009 (percent and index)
Hispanics Less Likely to Graduate High School, Enroll in College
Table 7-8: Educational Attainment of People 25 Years Old and Over, by Race,
2008
Table 7-9: Experian Simmons Population of U.S. Households, by Race and
Educational Attainment, 2009 (percent and index)
Hispanics' Per Capita Income Lags…
Table 7-10: Per Capita Income, Hispanics vs. Others, 2007
Table 7-11: Household and Family Income Levels, Hispanics vs. Others, 2007
Table 7-12: Experian Simmons Population of U.S. Households, by Race and
Income, 2009 (percent and index)
…But Buying Power Accelerates
Latinos Spend Disproportionately on Food
Table 7-13: Aggregate Annual Expenditures for Food at Home, by Race, 2008
(percent)
Hispanic Households Larger, More Likely to Include Children
Table 7-14: Experian Simmons Population of U.S. Households, by Race and
Household Composition, 2009 (percent and index)
Profiles of Hispanic National Segments
Mexicans
Puerto Ricans
Cubans

14. Salvadorans
Dominicans
Guatemalans
Colombians
U.S. Consumers of Hispanic Foods and Beverages: Demographics
More Than Two-Thirds of U.S. Households Use Mexican Foods
Table 7-15: U.S. Households Who Use Mexican Food/Ingredients, by Race,
2009 (percent and index)
Salsa Leads in Household Usage
Table 7-16a: U.S. Households Who Use Mexican Food/Ingredients, by Product
Type, 2009 (percent)
Hispanics Significantly More Likely to Use Most Types of Mexican Foods
Table 7-16b: U.S. Households Who Use Mexican Food/Ingredients, by Product
Type and Race, 2009 (percent and index)
Blacks, Asians Above-Average Users of Hispanic-Type Foods
Table 7-17: U.S. Households Who Use Foods and Ingredients Associated with
Mexican Cuisine, by Product Type and Race, 2009 (percent and index)
Gen X and Gen Y Outpace Boomers in Use of Mexican Foods
Table 7-18: Demographics of U.S. Households Who Use Mexican
Food/Ingredients, 2009 (percent and index)
Kits a Hit for Households with Children
Table 7-19: Demographic Indicators Favoring Use of Nacho Kits and Taco
Dinner Kits by U.S. Households, 2009 (index)
Blacks Index Higher Than Latinos for Taco Fixings
Table 7-20: Demographic Indicators Favoring Use of Taco Fixings by U.S.
Households, 2009 (index)
Hispanics Exceptionally Heavy Users of Enchiladas, Whites of Tamales
Table 7-21: Demographic Indicators Favoring Use of Mexican Prepared Foods
by U.S. Households, 2009 (index)
Hispanic Households Overwhelmingly Users of Mexican Condiments
Table 7-22: Demographic Indicators Favoring Use of Mexican Condiments by
U.S. Households, 2009 (index)
Use of Tortillas, Tostada Shells Also Higher Among Hispanic Households
Table 7-23: Demographic Indicators Favoring Use of Tortillas and Tostada Shells
by U.S. Households, 2009 (index)
Canned Chili Users Prefer Meatless Variety
Table 7-24: Demographic Indicators Favoring Use of Canned Chili and Chili
Seasoning by U.S. Households, 2009 (index)
Authentic Brands Rank among Hispanic Households; Whites and Blacks Go for
Mainstream
Table 7-25: U.S. Households Who Use Mexican Food/Ingredients, by Brand and
Race, 2009 (index)
Mexican-style Chips and Dips Favored by Hispanic Households
Table 7-26: U.S. Households Who Use Mexican Food/Ingredients, by Product
Type, Brand, and Race, 2009 (index)

15. Hispanic Households Account for Large Majority of Authentic Mexican Brand
Users
Table 7-27: U.S. Hispanic Households Who Use Authentic Mexican
Food/Ingredients, by Product Type and Brand, 2009 (percent)
Table 7-28: U.S. Hispanic Households Who Use Goya Products, by Product
Type, 2009 (percent and index)
Table 7-29: Demographic Indicators Favoring Use of Authentic Mexican Food
Brands by U.S. Households, 2009 (index)
Heavy Users of Mainstream Mexican Food Brands Run the Demographic Gamut
Table 7-30: Demographic Indicators Favoring Use of Mainstream Mexican Food
Brands by U.S. Households, 2009 (index)
Hispanics, Younger Households Use Mexican Restaurants at a Higher Rate
Table 7-31: U.S Households Using Mexican Restaurant Chains, Hispanic vs. Not
Hispanic, 2009 (percent and index)
Table 7-32: Demographic Indicators Favoring Use of Mexican Restaurant Chains
by U.S. Households, 2009 (index)
U.S. Consumers of Hispanic Foods and Beverages: Attitudes and Behaviors
Experian Simmons Food Lifestyle Segmentation
Mexican Food Consumers Are Actively Engaged in Eating, Cooking, Shopping
Table 7-33: Attitudes and Behaviors Regarding Food, Food Shopping, and
Cooking, Users vs. Non-users of Mexican Food and Ingredients, 2009 (index)
Mexican Food Users Are "Sociable Home Chefs"
Table 7-34: Experian Simmons Food Lifestyle Segmentation, Users vs. Non-
users of Mexican Food and Ingredients, 2009 (index)
Latinos Who Don't Use Mexican Food Are More Health-Conscious
Table 7-35: Attitudes and Behaviors Regarding Diet and Health, Hispanic and
Non-Hispanic Users vs. Non-users of Mexican Food and Ingredients, 2009
(percent and index)
Foodies: Hispanics Who Don't Use Mexican Food, and Non-Hispanics Who Do
Table 7-36: "Foodie" Attitudes and Behaviors, Hispanic and Non-Hispanic Users
vs. Non-users of Mexican Food and Ingredients, 2009 (percent and index)
Latinos Eschew Easy Food Preparation
Table 7-37: Attitudes and Behaviors Regarding Cooking at Home, Hispanic and
Non-Hispanic Users vs. Non-users of Mexican Food and Ingredients, 2009
(percent and index)
Latinos Enjoy Shopping With Family; Kids Influence Purchases
Table 7-38: Shopping Attitudes and Behaviors, Hispanic and Non-Hispanic Users
vs. Non-users of Mexican Food and Ingredients, 2009 (percent and index)
Half of Mexican Food Households Are "Reformed Traditional" or "Variety on
Budget"
Figure 7-3: Experian Simmons Food Lifestyle Segmentation of U.S. Households
Who Use Mexican Food and Ingredients (percent)
Table 7-39: Experian Simmons Food Lifestyle: Reformed Traditional, by Usage
of Mexican Food/Ingredients and Race, 2009 (U.S. households, percent and
index)

16. Table 7-40: Experian Simmons Food Lifestyle: Variety on a Budget, by Usage of
Mexican Food/Ingredients and Race, 2009 (U.S. households, percent and index)
Table 7-41: Experian Simmons Food Lifestyle: True Foodies, by Usage of
Mexican Food/Ingredients and Race, 2009 (U.S. households, percent and index)
Table 7-42: Experian Simmons Food Lifestyle: Convenience and Ease, by Usage
of Mexican Food/Ingredients and Race, 2009 (U.S. households, percent and
index)
Table 7-43: Experian Simmons Food Lifestyle: Weekend Cooks, by Usage of
Mexican Food/Ingredients and Race, 2009 (U.S. households, percent and index)
Chapter 8: New Products and Trends
Key Points
What’s Driving New Products and Trends?
Growing Hispanic Population and Growing Taste for Hispanic Foods
Table 8-1: U.S. Hispanic Food and Beverage Product Introductions, 2006-2009
Table 8-2: U.S. Hispanic Food and Beverage New SKUs, 2006-2009
Familiarity Breeds Variety
Economy Drives MultiPack and Party Pack Popularity
Economy Drives Private Label Growth
Improving Distribution Increases Demand for Authentic Brands
Targeting the Hispanic Consumer…
…and Mainstream Consumers with a Taste for Hispanic Cuisine
Making it Easy
Making it Healthy
Foodservice Operators Keep Rolling Out Hispanic Products
New and Noteworthy Products
Responding to the Recession
Figure 8-1: Don Miguel Cantina Grill
Figure 8-2: Ruiz Foods El Monterey Family Size Entrées Chicken Enchiladas w/
Rice & Sauce
Figure 8-3: Don Miguel Spicy Beef Tacos (Ten Pack)
Figure 8-4: Don Miguel Chicken Tacos (Three Pack)
Figure 8-5: Don Miguel Chicken Fiesta Party Tray
Figure 8-6: Don Miguel Beef Fiesta Party Tray
Demand for Variety
Figure 8-7: Pace Mexican Four Cheese Salsa Con Queso
Figure 8-8: Pace Pineapple Mango Chipotle Salsa
Figure 8-9: Tostitos Dipping Strips
Figure 8-10: Doritos Collisions
Targeting Hispanic Consumers
Figure 8-11: Blue Bell Café Con Leche Ice Cream
Figure 8-12: Nestlé Delicias Paletas
Taking Hispanic Mainstream
Figure 8-13: Swanson Hungry-Man has added a Chicken Burrito Frozen Dinner
Figure 8-14: Combos Jalapeno Cheddar Tortilla
Figure 8-15: Molotov Explosive Energy! Drink
Staying Authentic

17. Figure 8-16: Juanita‟s Carnitas
Figure 8-17: Juanita‟s Queso para Nachos (Nacho Cheese Sauce)
Figure 8-18: Juanita‟s Cocido De Res
Figure 8-19: Terra Dolce Organic Peruvian Aji Limo Rojo Chile Peppers
Capturing the Young Consumer
Figure 8-20: Bustelo Cool
Healthy Options
Figure 8-21: Rosarita Spicy Jalapeno Refried Beans
Figure 8-22: Mission Life Balance Tortillas
Figure 8-23: Ole Mexican Foods Xtreme Wellness! Tortilla Wraps
Figure 8-24: Bueno Foods Buenatural Stews
Figure 8-25: Zola All Natural Brazilian Superfrut Juice--Light Acai Original
Convenience
Figure 8-26: Chi Chi's Fiesta Plates Heat & Serve Salsa Chicken Entree
Figure 8-27: Old El Paso Heat & Serve Mexican Rice
Figure 8-28: Old El Paso Heat & Serve Seasoned Black Beans
Figure 8-29: French Meadow Bakery & Cafe - Frozen Vegetarian Entree in Paper
Pouch - Sweet N' Spicy Cuban Style Veggies
Figure 8-30: Old El Paso Stand „n Stuff Taco Shells
Private Label Gets in the Act
Figure 8-31: Culinary Circle Mexican Refrigerated Entree Chicken Enchilada
Casserole
Figure 8-32: Archer Farms Simply Balanced Entree Mix - Tex Mex Beans &
Cornbread
Figure 8-33: Trader Joe's Corn & Veggie Stacked Enchiladas
Figure 8-34: Fresh & Easy Carnitas - Fully Cooked Mexican-Style Pulled Pork
Figure 8-35: Fresh & Easy Cuban Black Bean Dip
Foodservice
Figure 8-36: Taco Bell Bacon Ranch Tortada
Figure 8-37: Taco Bell Salsa Roja Tortada
Figure 8-38: Taco Bell Beefy Five Layer Burrito
Figure 8-39: El Pollo Loco Chicken Sandwiches
Figure 8-40: McDonald‟s Chipotle BBQ Snack Wrap
Figure 8-41: McDonald‟s McSkillet Burrito
Figure 8-42: Applebee‟s Santa Fe Chicken Salad
Figure 8-43: T.G.I. Friday‟s Southwest Wedge Salad
Figure 8-44: Long John Silver‟s Baja Fish Taco
Figure 8-45: Denny‟s Chicken Fajita Breakfast Skillet
Figure 8-46: Carrows Breakfast Enchiladas
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