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Hispanic Diet - US - September 2011

  • How are companies changing their marketing approach to target Hispanic consumers specifically?
  • How are Hispanics using nutritional drink, vitamin supplement, and energy snack products, and what brands are preferred by Hispanics?
  • What are the demographic trends of the Hispanic population and how do they affect Hispanic diets and wellness?

This report builds on Mintel’s Marketing Health to Blacks and Hispanics—U.S., January 2011, Hispanic Diet and Wellness—U.S., November 2009, Diet Trends—U.S., May 2010, and Share of Wallet: Hispanics—U.S., February 2010.

The categories covered in this report include Hispanic demographics, acculturation, and Hispanics’ consumption and attitudes toward foods, diet programs, and products related to health and diet. In discussing their attitudes about themselves, Mintel also addresses attitudinal differences between younger and older Hispanics as well as by language preference. This report looks at consumption habits by language, income, and gender and provides insights for targeting each segment of the Hispanic population as well as examples of trends and opportunities in this lucrative market.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • The health of the Hispanic consumer
                      • The dieting Hispanic consumer
                        • Diet trends
                          • Weight loss trends
                            • Weight management products
                              • Nutritional supplements
                                • Energy/diet snacks and bars
                                  • Vitamins and minerals
                                    • Marketing strategies
                                      • Hispanic U.S. population
                                        • Demographics
                                          • Acculturation
                                          • Insights and Opportunities

                                            • Changing the message means more than translation
                                              • National Pork Board rethinks Hispanic marketing approach
                                                • For authenticity, companies ask their Hispanic employees
                                                  • Foods of Hispanic origin gaining widespread appeal among non-Hispanics
                                                  • Inspire Insights

                                                      • Trend: “A Simple Balance for Health”
                                                      • The Health of the Hispanic Consumer

                                                        • Key points
                                                          • Discouraging medical facts at a glance
                                                            • Figure 1: Leading causes of death in Hispanics, by all ages, 2006
                                                          • Heart disease
                                                              • Figure 2: Age-adjusted percentages of coronary heart disease, Hispanic vs. White, 2009
                                                            • Diabetes
                                                                • Figure 3: Age-adjusted percentage of persons with diabetes, Hispanic vs. White, 2008
                                                              • More Mexican-Americans are becoming obese
                                                                  • Figure 4: Prevalence of obesity, by gender and ethnicity, selected years 1988-2008
                                                                • Hispanics consume without considering calorie counts
                                                                  • Figure 5: Attitudes toward calories and incidence of dieting, Hispanic vs. non-Hispanic, February 2010-March 2011
                                                                • Attitudes toward a healthy diet
                                                                  • Hispanics, often overconfident about their own health, eager to pay for a healthy lifestyle
                                                                      • Figure 6: Attitudes toward a healthy diet, by race/Hispanic origin, February 2010-March 2011
                                                                    • Hispanic men and women more concerned about a healthy diet as they age
                                                                        • Figure 7: Hispanics’ attitudes toward a healthy diet, by age and gender, February 2010-March 2011
                                                                      • Spanish-dominant Hispanics willing to pay up for their health and try new foods
                                                                          • Figure 8: Hispanics’ attitudes toward a healthy diet, by language spoken in the home, February 2010-March 2011
                                                                      • The Hispanic Dieting Consumer

                                                                        • Key points
                                                                          • Types of food and amounts consumed
                                                                            • Older Hispanics more likely to limit kind and amount of food they eat
                                                                                • Figure 9: Factors that influence consumer choices of the types of food consumed, by age and gender, June 2011
                                                                              • English-dominant Hispanics more likely to eat whatever they want
                                                                                  • Figure 10: Factors that influence consumer choices of the types of food consumed, by language proficiency, June 2011
                                                                                • Reasons for limiting amount and/or kind of foods eaten
                                                                                  • Hispanics watching their diet for general health and wellness
                                                                                      • Figure 11: Reasons for limiting amount and/or kind of food eaten, by age and gender, June 2011
                                                                                    • Spanish-dominants take preventive actions on their own
                                                                                        • Figure 12: Reasons for limiting amount and/or kind of food eaten, by language proficiency, June 2011
                                                                                      • Hispanics look to shed 35 pounds on average
                                                                                        • Figure 13: Number of pounds consumers would like to shed, by gender, June 2011
                                                                                    • Diet Trends

                                                                                      • Key points
                                                                                        • Watching one’s diet
                                                                                          • Reflecting cultural traditions, majority of Hispanics not dieting
                                                                                            • Figure 14: Likelihood of watching one’s diet, by race/Hispanic origin, February 2010-March 2011
                                                                                          • Older Hispanics more likely to diet
                                                                                            • Figure 15: Likelihood of watching one’s diet, age and gender, February 2010-March 2011
                                                                                          • Marketers can educate less-acculturated Hispanics on the benefits of a healthy diet now
                                                                                              • Figure 16: Likelihood of Hispanics watching one’s diet, by language spoken in the home, February 2010-March 2011
                                                                                            • Reasons for watching one’s diet
                                                                                              • Hispanics are looking to lose weight
                                                                                                • Figure 17: Reasons for watching one’s diet, by race/Hispanic origin, February 2010-March 2011
                                                                                              • Young Hispanics more concerned about weight loss
                                                                                                • Figure 18: Reasons for Hispanics watching their diet, by age and gender, February 2010-March 2011
                                                                                              • Food and diet trends
                                                                                                • Dieting Hispanics interested in limiting fat, sugar, calories, and sodium
                                                                                                  • Figure 19: Types of food/diet trends that are of interest to Hispanic consumers, by age and gender, June 2011
                                                                                                • Spanish-dominant Hispanics interested in wide variety of diet trends
                                                                                                  • Figure 20: Types of food/diet trends that are of interest to Hispanic consumers, by language proficiency, June 2011
                                                                                                • Attitudes toward diets
                                                                                                  • Hispanics desire to treat themselves occasionally
                                                                                                    • Figure 21: Attitudes toward diets, by age and gender, June 2011
                                                                                                  • Spanish-dominant Hispanics look for locally grown foods
                                                                                                    • Figure 22: Attitudes toward diets, by language proficiency, June 2011
                                                                                                • Weight Loss Trends

                                                                                                  • Key points
                                                                                                    • Types of weight loss/diet trends
                                                                                                      • Hispanics are very interested in functional foods
                                                                                                        • Figure 23: Level of interest in different types of weight loss/diet trends, by gender, June 2011
                                                                                                      • Spanish-dominant Hispanics more interested in weight loss/dieting trends
                                                                                                        • Figure 24: Level of interest in different types of weight loss/diet trends, by language proficiency, June 2011
                                                                                                      • Type of diet program adults are using
                                                                                                        • Despite prevalence of obesity, Hispanics not using dieting programs
                                                                                                          • Figure 25: Type of diet program currently being used, by race/Hispanic origin, February 200-March 2011
                                                                                                      • Weight Management Products

                                                                                                        • Key points
                                                                                                          • Recession leads to shift in diet habits
                                                                                                            • Figure 26: Total FDMx sales of weight control nutritionals—liquid/powder, at current prices, 2004-09
                                                                                                          • Summary of leading manufacturer sales
                                                                                                            • Figure 27: FDMx sales of key brands of weight management products in the U.S., 2009-10
                                                                                                            • Figure 28: Key brands of weight management products, by manufacturer, 2010
                                                                                                        • Nutritional Supplements

                                                                                                          • Key points
                                                                                                            • Usage and frequency
                                                                                                              • Hispanics using vitamin/mineral supplements as preventive measure
                                                                                                                • Figure 29: Usage and type of liquid breakfast and/or nutritional supplements used, by race/Hispanic origin, February 2010-March 2011
                                                                                                              • Hispanic use of liquid breakfast and/or nutritional supplements varies by age and gender
                                                                                                                • Figure 30: Usage and type of liquid breakfast and/or nutritional supplements used by Hispanics, by age and gender, February 2010-March 2011
                                                                                                              • More-acculturated Hispanics emulate U.S. culture, using weight loss products
                                                                                                                • Figure 31: Usage and type of liquid breakfast and/or nutritional supplements used by Hispanics, by language spoken in the home, February 2010-March 2011
                                                                                                              • Brands preferred by consumers
                                                                                                                • Hispanics purchasing store brands
                                                                                                                  • Figure 32: Brands of liquid breakfast and/or nutritional supplements used by consumers, by race/Hispanic origin, February 2010-March 2011
                                                                                                                • Younger Hispanics purchasing “other brands”
                                                                                                                  • Figure 33: Brands of liquid breakfast and/or nutritional supplements used by Hispanic consumers, by age and gender, February 2010-March 2011
                                                                                                              • Energy/Diet Snacks and Bars

                                                                                                                • Key points
                                                                                                                  • Likelihood of usage and quantity
                                                                                                                    • Hispanics eat energy/diet snack bars at much higher quantity
                                                                                                                      • Figure 34: Likelihood of usage and average number of energy/diet snacks eaten, by race/Hispanic origin, February 2010-March 2011
                                                                                                                    • Spanish-dominant Hispanics eat more energy/diet snacks
                                                                                                                      • Figure 35: Likelihood of usage and average number of energy/diet snacks eaten by Hispanic, by language spoken in the home, February 2010-March 2011
                                                                                                                    • Preferred brands
                                                                                                                        • Figure 36: Preferred brand of energy/diet snacks eaten, by race/Hispanic origin, February 2010-March 2011
                                                                                                                      • Brands that focus on Hispanics demonstrate success among the Spanish-dominant
                                                                                                                        • Figure 37: Preferred brand of energy/diet snacks eaten by Hispanic, by language spoken in the home, February 2010-March 2011
                                                                                                                    • Vitamins and Minerals

                                                                                                                      • Key points
                                                                                                                        • Usage and frequency
                                                                                                                          • Hispanics less likely to use vitamins than non-Hispanics
                                                                                                                            • Figure 38: Consumption of vitamins and/or minerals in tablets, capsules, or liquid form and quantity, by race/Hispanic origin, February 2010-March 2011
                                                                                                                          • Spanish-dominant Hispanics less likely to use vitamins, indicating untapped market
                                                                                                                            • Figure 39: Consumption by Hispanics of vitamins and/or minerals in tablets, capsules, or liquid form and quantity, by language spoken in the home, February 2010-March 2011
                                                                                                                          • Type of vitamins and/or minerals consumed
                                                                                                                            • Hispanics may have specific vitamin deficiencies
                                                                                                                                • Figure 40: Type of vitamins and/or minerals in tablets, capsules, or liquid form consumed, by race/Hispanic origin, February 2010-March 2011
                                                                                                                            • Marketing Strategies

                                                                                                                              • Key points
                                                                                                                                • Television
                                                                                                                                  • Marketing strategy: Emphasize the role of family
                                                                                                                                    • Figure 41: General Mills Ad, October, 2010
                                                                                                                                    • Figure 42: General Mills Ad, September, 2010
                                                                                                                                  • Marketing strategy: Appeal to multitasking Hispanic women
                                                                                                                                    • Figure 43: Walmart Ad, February, 2011
                                                                                                                                  • Online
                                                                                                                                    • Kraft Foods partners with celebrity chef, encourages users to submit recipes
                                                                                                                                      • General Mills reaches out to “mami-blogueras”
                                                                                                                                      • U.S. Hispanic Population

                                                                                                                                          • Key facts
                                                                                                                                            • U.S. population by race/Hispanic origin
                                                                                                                                              • Figure 44: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                              • Figure 45: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                              • Figure 46: Population, by race and Hispanic origin, 2000-15
                                                                                                                                            • The Hispanic and non-Hispanic population
                                                                                                                                              • The Hispanic and total U.S. population by age
                                                                                                                                                • Figure 47: U.S. Hispanic population, by age, 2005-15
                                                                                                                                                • Figure 48: Total U.S. population, by age, 2005-15
                                                                                                                                              • The Hispanic and total U.S. population by gender
                                                                                                                                                • Women
                                                                                                                                                  • Figure 49: Hispanic women, by age, 2005-15
                                                                                                                                                  • Figure 50: Total U.S. female population, by age, 2005-15
                                                                                                                                                • Men
                                                                                                                                                  • Figure 51: Hispanic men, by age, 2005-15
                                                                                                                                                  • Figure 52: Total U.S. male population, by age, 2005-15
                                                                                                                                                • Hispanic purchasing power
                                                                                                                                                  • Figure 53: Purchasing power, by race/Hispanic origin, 2008
                                                                                                                                                • U.S. household income distribution
                                                                                                                                                  • Figure 54: Median household income, by race and Hispanic origin of householder, 2008
                                                                                                                                                • Hispanic income levels
                                                                                                                                                  • Figure 55: Largest Hispanic states, by Hispanic disposable income, 2005
                                                                                                                                                • The Hispanic household
                                                                                                                                                  • Figure 56: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                                  • Figure 57: Households, by number of persons in the household—Hispanics vs. all households, 2009
                                                                                                                                                  • Figure 58: Households with children, by race/Hispanic origin of householder, 2009
                                                                                                                                                  • Figure 59: Hispanic households, by presence and ages of children, 2009
                                                                                                                                                • Generations
                                                                                                                                                  • Hispanics by generation
                                                                                                                                                    • Figure 60: Generations—Hispanics vs. non-Hispanics, 2009
                                                                                                                                                    • Figure 61: Fertility rate, by race and Hispanic origin of mother, 1998-2008
                                                                                                                                                  • Hispanics by country of origin/heritage
                                                                                                                                                    • Figure 62: Hispanic population by type, 2000-10
                                                                                                                                                    • Figure 63: Graph: Hispanics, by country of origin/heritage, 2010
                                                                                                                                                  • Hispanics by geographic concentration
                                                                                                                                                    • Figure 64: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                                                                    • Figure 65: Hispanic population by region of residence, 2000-10
                                                                                                                                                    • Figure 66: Graph: Hispanic population, by region, 2010
                                                                                                                                                    • Figure 67: 10 places* with highest number of Hispanics, 2010
                                                                                                                                                    • Figure 68: 10 places* with the largest share of Hispanics, 2010
                                                                                                                                                  • States with greatest Hispanic population growth
                                                                                                                                                    • Figure 69: Five states with the greatest percentage of Hispanic growth, 2000-10
                                                                                                                                                  • Key Hispanic metropolitan areas
                                                                                                                                                    • Figure 70: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-08
                                                                                                                                                  • Acculturation
                                                                                                                                                    • What is acculturation?
                                                                                                                                                      • Why is level of acculturation important?
                                                                                                                                                        • Levels of acculturation
                                                                                                                                                            • Figure 71: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                                          • What is retro-acculturation?
                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                            Companies Covered

                                                                                                                                                            • Abbott Laboratories
                                                                                                                                                            • American Cancer Society (ACS)
                                                                                                                                                            • American Diabetes Association
                                                                                                                                                            • American Dietetic Association (ADA)
                                                                                                                                                            • American Herbal Products Association
                                                                                                                                                            • Association of Hispanic Advertising Agencies
                                                                                                                                                            • Atkins Nutritionals, Inc.
                                                                                                                                                            • Food Marketing Institute
                                                                                                                                                            • General Mills Inc
                                                                                                                                                            • Grocery Manufacturers Association (GMA)
                                                                                                                                                            • Kellogg Company
                                                                                                                                                            • Kraft Foods Inc.
                                                                                                                                                            • National Pork Board
                                                                                                                                                            • National Restaurant Association (NRA)
                                                                                                                                                            • Nestlé USA
                                                                                                                                                            • Snack Food Association (SFA)
                                                                                                                                                            • Tortilla Industry Association (TIA)
                                                                                                                                                            • U.S. Department of Agriculture
                                                                                                                                                            • Unilever USA
                                                                                                                                                            • Univision Communications Inc.
                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                            • Weight Watchers International Inc.
                                                                                                                                                            • Whole Foods Market Inc

                                                                                                                                                            Hispanic Diet - US - September 2011

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