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Hispanics and Convenience - US - July 2011

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

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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 convenience-minded consumer
                      • Technology and convenience
                        • Convenient groceries
                          • Meals and convenience
                            • Media and advertising consumption
                              • Marketing strategies
                                • Hispanic U.S. population
                                  • Demographics
                                    • Acculturation
                                    • Insights and Opportunities

                                      • The “all-in-one” restaurant
                                        • The versatile food
                                          • Delivery nuevo
                                          • Inspire Insights

                                              • Trend: “Make it mine”
                                              • The Convenience-Minded Consumer

                                                • Key points
                                                  • Tools of convenience
                                                    • Hispanics limit number of stores visited, but pay for professional laundry services
                                                        • Figure 1: Tools of convenience, by gender, March 2011
                                                      • Many lower-income Hispanics bring their clothes to professional cleaners
                                                          • Figure 2: Tools of convenience, by household income, March 2011
                                                        • Spanish-dominants use professional laundry services
                                                            • Figure 3: Tools of convenience, by language spoken in the home, March 2011
                                                          • Childcare services
                                                            • Hispanics prefer home childcare
                                                                • Figure 4: Type of childcare services used, by race/Hispanic origin, October 2009–December 2010
                                                              • Spanish-dominants least likely to use daycare services
                                                                  • Figure 5: Likelihood of using childcare services, by language spoken in the home, March 2011
                                                                • Technology and convenience
                                                                  • Higher-income Hispanics view technology as mediums to help get things done
                                                                      • Figure 6: Attitudes toward free time and convenience tools, by household income, March 2011
                                                                    • Spanish-dominants view technology as a time-saving tool
                                                                        • Figure 7: Attitudes toward free time and convenience tools, by language spoken in the home, March 2011
                                                                    • Technology and Convenience

                                                                      • Key points
                                                                        • Use of technology and online services
                                                                          • Latinos most likely to use technology as a means of convenience
                                                                            • Figure 8: Technology and online services used for convenience, by gender, March 2011
                                                                          • Lower-income Hispanics use smartphones and DVRs
                                                                            • Figure 9: Technology and online services used for convenience, by household income, March 2011
                                                                          • Spanish-dominants download movies, but few use DVRs
                                                                              • Figure 10: Technology and online services used for convenience, by language spoken in the home, March 2011
                                                                            • Online media activities
                                                                              • Hispanics listen to internet radio stations
                                                                                • Figure 11: Online activities, sites visited/used in the last 30 days, by race/Hispanic origin, July 2009–Sept. 2010
                                                                              • The Hispanic online consumer
                                                                                • Bilinguals are the most active internet users
                                                                                    • Figure 12: Online activities, sites visited/used in the last 30 days, by language spoken in the home, July 2009–Sept. 2010
                                                                                  • Attitudes and internet usage
                                                                                    • Middle-aged Hispanics most active internet users
                                                                                      • Figure 13: Attitudes and usage of the internet by Hispanic consumers, by age, October 2010
                                                                                    • Spanish-dominants most likely to use video chat programs
                                                                                    • Convenient Groceries

                                                                                      • Key points
                                                                                        • Canned, jarred and frozen foods
                                                                                          • Hispanics eat canned fruits and vegetables, but few eat frozen foods
                                                                                            • Regardless of household income, consumption of frozen foods and lunch kits is low
                                                                                              • Few Spanish-dominants purchase packaged spaghetti and frozen products
                                                                                                • Figure 17: Type of canned, jarred, and frozen foods consumed by Hispanic households, by language spoken in the home, October 2009–December 2010
                                                                                              • Where Hispanics shop for pre-made meals
                                                                                                • Lower-income Hispanics buy pre-made foods at mass merchandisers
                                                                                                  • Figure 18: Where Hispanic consumers shop for time-saving meal solutions, by household income, March 2011
                                                                                                • Spanish-dominants prefer mass merchandisers and Hispanic grocery stores
                                                                                                  • Figure 19: Where Hispanic consumers shop for time-saving meal solutions, by language spoken in the home, March 2011
                                                                                              • Meals and Convenience

                                                                                                • Key points
                                                                                                  • Meals at home
                                                                                                    • Breakfast
                                                                                                      • Young Hispanics eat the most pre-made breakfast foods
                                                                                                        • Figure 20: Type of convenience meals eaten for breakfast by Hispanics, by age and gender, March 2011
                                                                                                      • Spanish-dominants eat the most “convenient” breakfast foods
                                                                                                        • Figure 21: Type of convenient meals eaten for breakfast by Hispanics, by language spoken in the home, March 2011
                                                                                                      • Lunch
                                                                                                        • Latinas prefer to prepare meals, but Latinos prefer heat-and-serve
                                                                                                          • Figure 22: Type of convenience meals eaten for lunch by Hispanics, by gender, March 2011
                                                                                                        • Hot Pockets
                                                                                                          • Figure 23: Hot Pockets, TV ad, February 2011
                                                                                                        • Spanish-dominants dine out for lunch the most often
                                                                                                          • Figure 24: Type of convenience meals eaten for lunch by Hispanics, by language spoken in the home, March 2011
                                                                                                        • Subway
                                                                                                          • Figure 25: Subway, TV ad, February 2010
                                                                                                        • Dinner
                                                                                                          • Households with multiple children dine out less and cook at home more
                                                                                                            • Figure 26: Type of convenience meals eaten for dinner by Hispanics, by the presence of children under the age of 18 in the household, March 2011
                                                                                                          • Spanish-dominants eat the most time-saving meal solutions requiring preparation
                                                                                                            • Figure 27: Type of convenience meals eaten for dinner by Hispanics, by language spoken in the home, March 2011
                                                                                                          • Restaurant meals
                                                                                                            • Lower-income Hispanics dine out for convenience and value
                                                                                                              • Figure 28: Reasons for dining at a restaurant, by household income, March 2011
                                                                                                            • Spanish-dominants dine out to treat themselves and socialize
                                                                                                              • Figure 29: Reasons for dining at a restaurant, by language spoken in the home, March 2011
                                                                                                            • Hispanics without children turn to takeout for convenience
                                                                                                                • Figure 30: Reasons for buying food from takeout, by the presence of children under the age of 18 in the household, March 2011
                                                                                                              • Spanish-dominants use takeout for social events
                                                                                                                • Figure 31: Reasons for buying food from takeout, by language spoken in the home, March 2011
                                                                                                              • Hispanics with multiple children choose delivery for convenience
                                                                                                                • Figure 32: Reasons for having food delivered from a restaurant, by the presence of children under the age of 18 in the household, March 2011
                                                                                                              • Spanish-dominants most likely to order in for factors of convenience
                                                                                                                • Figure 33: Reasons for having food delivered from a restaurant, by language spoken in the home, March 2011
                                                                                                            • Media and Advertising

                                                                                                              • Key points
                                                                                                                • Type of media consumed
                                                                                                                  • The majority of Hispanics watch English-language TV
                                                                                                                    • Figure 34: Type and language of media consumed, by race/Hispanic origin, October 2009–December 2010
                                                                                                                  • The Hispanic consumer
                                                                                                                    • Even English-dominants consume Spanish-language media
                                                                                                                      • Figure 35: Type and language of media consumed by Hispanics, by language spoken in the home, October 2009–December 2010
                                                                                                                    • Hispanic language preference when reading
                                                                                                                      • Hispanics who read in Spanish are young to middle-aged
                                                                                                                        • Figure 36: Language in which Hispanics prefer to read, by age, March 2011
                                                                                                                      • Bilingual Hispanics more likely to read English than Spanish
                                                                                                                          • Figure 37: Language in which Hispanics prefer to read, by language spoken in the home, March 2011
                                                                                                                        • Portrayal of Hispanics in advertising
                                                                                                                          • Hispanics feel that Latinas are portrayed more positively than Latinos in media
                                                                                                                              • Figure 38: Attitudes on the portrayal of Hispanics in the media, by gender, March 2011
                                                                                                                            • Spanish-dominants and bilinguals enjoy Spanglish commercials
                                                                                                                              • Figure 39: Attitudes on the portrayal of Hispanics in the media, by language spoken in the home, March 2011
                                                                                                                          • Marketing Strategies

                                                                                                                            • Key points
                                                                                                                              • Television
                                                                                                                                • AT&T Mobile
                                                                                                                                  • Figure 40: AT&T Mobile, TV ad, April 2010
                                                                                                                                • T-Mobile MyTouch 4G
                                                                                                                                  • Figure 41: T-Mobile MyTouch 4G, TV ad, November 2010
                                                                                                                                • Eggo Homestyle Waffles
                                                                                                                                  • Figure 42: Eggo Homestyle Waffles, TV ad, April 2011
                                                                                                                                • Goya
                                                                                                                                  • Figure 43: Goya olives, TV ad, April 2011
                                                                                                                                • Hamburger Helper
                                                                                                                                  • Figure 44: Hamburger helper, TV ad, November 2010
                                                                                                                                • McDonald’s Breakfast
                                                                                                                                  • Figure 45: McDonald’s breakfast, TV ad, March 2010
                                                                                                                                • Online
                                                                                                                                  • Apple
                                                                                                                                    • AT&T
                                                                                                                                      • General Mills
                                                                                                                                        • McDonald’s
                                                                                                                                          • Perdue Chicken
                                                                                                                                            • Subway
                                                                                                                                              • Time Warner Cable
                                                                                                                                                • T-Mobile
                                                                                                                                                  • Totino’s Pizza
                                                                                                                                                    • Unilever
                                                                                                                                                    • Cluster Analysis

                                                                                                                                                        • Conveniently Eating
                                                                                                                                                          • Demographics
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Opportunities
                                                                                                                                                                • Inconvenienced
                                                                                                                                                                  • Demographics
                                                                                                                                                                    • Characteristics
                                                                                                                                                                      • Opportunities
                                                                                                                                                                        • Convenience Seekers
                                                                                                                                                                          • Demographics
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Opportunities
                                                                                                                                                                                • Characteristic tables
                                                                                                                                                                                  • Figure 46: Hispanic convenience clusters, March 2011
                                                                                                                                                                                  • Figure 47: Tools of convenience, by Hispanic convenience clusters, March 2011
                                                                                                                                                                                  • Figure 48: Types of convenience meals eaten, by Hispanic convenience clusters, March 2011
                                                                                                                                                                                  • Figure 49: Attitudes toward free time and convenience tools, by Hispanic convenience clusters, March 2011
                                                                                                                                                                                • Demographic tables
                                                                                                                                                                                  • Figure 50: Hispanic convenience clusters, by gender, March 2011
                                                                                                                                                                                  • Figure 51: Hispanic convenience clusters, by age, March 2011
                                                                                                                                                                                  • Figure 52: Hispanic convenience clusters, by household income, March 2011
                                                                                                                                                                                  • Figure 53: Hispanic convenience clusters, by language in which survey was taken, March 2011
                                                                                                                                                                                  • Figure 54: Hispanic convenience clusters, by language preferred for reading, March 2011
                                                                                                                                                                                  • Figure 55: Hispanic convenience clusters, by marital status, March 2011
                                                                                                                                                                                  • Figure 56: Hispanic convenience clusters, by education, March 2011
                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                • U.S. Hispanic Population

                                                                                                                                                                                    • Key facts
                                                                                                                                                                                      • U.S. population by race/Hispanic origin
                                                                                                                                                                                        • Figure 57: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                                                                        • Figure 58: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                                                                        • Figure 59: Population, by race and Hispanic origin, 2000-15
                                                                                                                                                                                      • The Hispanic and non-Hispanic population
                                                                                                                                                                                        • The Hispanic and total U.S. population by age
                                                                                                                                                                                          • Figure 60: U.S. Hispanic population, by age, 2005-15
                                                                                                                                                                                          • Figure 61: Total U.S. population, by age, 2005-15
                                                                                                                                                                                        • The Hispanic and total U.S. population by gender
                                                                                                                                                                                          • Women
                                                                                                                                                                                            • Figure 62: Hispanic women, by age, 2005-15
                                                                                                                                                                                            • Figure 63: Total U.S. female population, by age, 2005-15
                                                                                                                                                                                          • Men
                                                                                                                                                                                            • Figure 64: Hispanic men, by age, 2005-15
                                                                                                                                                                                            • Figure 65: Total U.S. male population, by age, 2005-15
                                                                                                                                                                                          • Hispanic purchasing power
                                                                                                                                                                                            • Figure 66: Purchasing power, by race/Hispanic origin, 2008
                                                                                                                                                                                          • U.S. household income distribution
                                                                                                                                                                                            • Figure 67: Median household income, by race and Hispanic origin of householder, 2008
                                                                                                                                                                                          • Hispanic income levels
                                                                                                                                                                                            • Figure 68: Largest Hispanic states, by Hispanic disposable income, 2005
                                                                                                                                                                                          • The Hispanic household
                                                                                                                                                                                            • Figure 69: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                                                                            • Figure 70: Households, by number of persons in the household—Hispanics vs. all households, 2009
                                                                                                                                                                                            • Figure 71: Households with children, by race/Hispanic origin of householder, 2009
                                                                                                                                                                                            • Figure 72: Hispanic households, by presence and ages of children, 2009
                                                                                                                                                                                          • Generations
                                                                                                                                                                                            • Hispanics by generation
                                                                                                                                                                                              • Figure 73: Generations—Hispanics vs. non-Hispanics, 2009
                                                                                                                                                                                              • Figure 74: Fertility rate, by race and Hispanic origin of mother, 1998-2008
                                                                                                                                                                                            • Hispanics by country of origin/heritage
                                                                                                                                                                                              • Figure 75: Hispanic population, by country of origin/ancestry, 2006-08
                                                                                                                                                                                              • Figure 76: Hispanics, by country of origin/heritage, 2006-08
                                                                                                                                                                                            • Hispanics by geographic concentration
                                                                                                                                                                                              • Figure 77: Hispanic population, by region, by country of origin/ancestry, 2006-08
                                                                                                                                                                                              • Figure 78: Hispanic population, by region, 2006-08
                                                                                                                                                                                              • Figure 79: Hispanic population in top five states, by country of origin, 2006-08
                                                                                                                                                                                            • States with greatest Hispanic population growth
                                                                                                                                                                                              • Figure 80: Hispanic population, states with greatest percentage increase, 2000 and 2006
                                                                                                                                                                                            • Key Hispanic metropolitan areas
                                                                                                                                                                                              • Figure 81: 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 82: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                                                                                    • What is retro-acculturation?
                                                                                                                                                                                                      • Retro-acculturation
                                                                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                        • Albertsons Inc.
                                                                                                                                                                                                        • Amazon North America
                                                                                                                                                                                                        • Apple, Inc
                                                                                                                                                                                                        • Association of Hispanic Advertising Agencies
                                                                                                                                                                                                        • AT&T Inc.
                                                                                                                                                                                                        • Caribou Coffee Company Inc.
                                                                                                                                                                                                        • Centers for Disease Control and Prevention
                                                                                                                                                                                                        • Chipotle Mexican Grill Inc.
                                                                                                                                                                                                        • Consumer Electronics Association
                                                                                                                                                                                                        • Costco Wholesale Corporation
                                                                                                                                                                                                        • Denny's Corporation
                                                                                                                                                                                                        • Dole Food Company Inc.
                                                                                                                                                                                                        • Domino's Pizza LLB
                                                                                                                                                                                                        • Einstein Noah Restaurant Group Inc.
                                                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                                                        • Food Lion
                                                                                                                                                                                                        • FreshDirect Inc
                                                                                                                                                                                                        • General Mills Inc
                                                                                                                                                                                                        • Goya Foods, Inc.
                                                                                                                                                                                                        • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                        • Hispanic Marketing and Communication Association (HMCA)
                                                                                                                                                                                                        • Interactive Advertising Bureau (US)
                                                                                                                                                                                                        • International Dairy·Deli·Bakery Association
                                                                                                                                                                                                        • International Foodservice Manufacturers Association (IFMA)
                                                                                                                                                                                                        • Kmart Corporation
                                                                                                                                                                                                        • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                        • McDonald's U.S.A.
                                                                                                                                                                                                        • McKinsey & Company
                                                                                                                                                                                                        • MSN (USA)
                                                                                                                                                                                                        • MySpace.com
                                                                                                                                                                                                        • National Broadcasting Company, Inc. (NBC)
                                                                                                                                                                                                        • National Restaurant Association (NRA)
                                                                                                                                                                                                        • Netflix, Inc.
                                                                                                                                                                                                        • Peapod
                                                                                                                                                                                                        • Perdue Farms Incorporated
                                                                                                                                                                                                        • Pillsbury
                                                                                                                                                                                                        • Pizza Hut Inc
                                                                                                                                                                                                        • Planet Hollywood
                                                                                                                                                                                                        • Potbelly Sandwich Works
                                                                                                                                                                                                        • Public Broadcasting Service
                                                                                                                                                                                                        • Publix Super Markets
                                                                                                                                                                                                        • Red Robin Gourmet Burgers Inc.
                                                                                                                                                                                                        • Redbox Automated Retail, LLC
                                                                                                                                                                                                        • Research In Motion (USA)
                                                                                                                                                                                                        • Ruby Tuesday Inc.
                                                                                                                                                                                                        • Safeway Inc
                                                                                                                                                                                                        • SAM's Club
                                                                                                                                                                                                        • Skype Technologies S.A.
                                                                                                                                                                                                        • Snack Food Association (SFA)
                                                                                                                                                                                                        • Subway
                                                                                                                                                                                                        • T-Mobile USA
                                                                                                                                                                                                        • Target Corporation
                                                                                                                                                                                                        • Telemundo Communications Group, Inc.
                                                                                                                                                                                                        • TGI Friday's
                                                                                                                                                                                                        • The Kroger Co.
                                                                                                                                                                                                        • Time Warner Inc.
                                                                                                                                                                                                        • TiVo Inc
                                                                                                                                                                                                        • Toyota Motor Sales, U.S.A., Inc.
                                                                                                                                                                                                        • TracFone Wireless, Inc.
                                                                                                                                                                                                        • Trader Joe's Company Inc
                                                                                                                                                                                                        • Turner Broadcasting System, Inc.
                                                                                                                                                                                                        • U.S. Bureau of the Census
                                                                                                                                                                                                        • Unilever USA
                                                                                                                                                                                                        • Univision Communications Inc.
                                                                                                                                                                                                        • Verizon Wireless (Cellco)
                                                                                                                                                                                                        • Walmart Stores (USA)
                                                                                                                                                                                                        • Washington Post Company (The)
                                                                                                                                                                                                        • Whole Foods Market Inc
                                                                                                                                                                                                        • Winn-Dixie Stores
                                                                                                                                                                                                        • YouTube, Inc.

                                                                                                                                                                                                        Hispanics and Convenience - US - July 2011

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