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Hispanics and Non-alcoholic Drinks - US - March 2012

Both the number of Hispanics in the U.S. and their purchasing power are growing rapidly. With 51 million people in 2011, and purchasing power projected to reach more than $1.48 trillion by 2015, Hispanics are a key consumer group for non-alcoholic beverage companies to court. But Hispanics are not a homogenous group, and the types of non-alcoholic beverages they consume vary based on several demographic factors.

Using results from both the Experian Simmons NCS/NHCS and Mintel’s own exclusive survey, Mintel helps marketers of non-alcoholic beverages understand the Hispanic consumer. Insights include:

  • Hispanic and non-Hispanic household expenditure on non-alcoholic beverages
  • Types of beverages purchased by Hispanics and their attitudes towards these beverages
  • How age, gender, income, acculturation levels, and country of origin affect beverage preferences, particularly among the key groups: Mexicans, Puerto Ricans, Dominicans, and U.S.-born Hispanics
  • Hispanic consumers’ preferred shopping channels for non-alcoholic beverages
  • Types of advertising and other promotional strategies used to reach Hispanics, both traditional and online.

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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 consumer
                        • Coffee and tea
                          • Milk
                            • Soft drinks
                              • Juices
                                • Bottled water, energy and sports drinks, and smoothies
                                  • The shopping experience
                                    • Marketing strategies
                                      • U.S. Hispanic population
                                      • Insights and Opportunities

                                        • Functional beverages speak Spanish
                                          • Diet and sugar-free beverages have a growing opportunity
                                          • Inspire Insights

                                              • Trend: “Mood to Order”
                                                • Trend: “Retired for Hire”
                                                • The Consumer

                                                  • Key points
                                                    • Household expenditure
                                                      • Figure 1: Average expenditures by consumer units on non-alcoholic beverages, by Hispanic and non-Hispanic, 2006-10
                                                      • Figure 2: Indexed average expenditures for non-alcoholic beverages, by Hispanic and non-Hispanics, 2006-10
                                                    • Types of beverage preferred by adults
                                                        • Figure 3: Types of beverage preferred by consumers, by race/Hispanic origin, July 2010-September 2011
                                                        • Figure 4: Nestlé USA, aguas frescas, August 2011
                                                      • Highly energized teens
                                                        • Figure 5: Types of beverage preferred by teens, by race/Hispanic origin, April 2010-June 2011
                                                      • Types of beverages purchased by Hispanics
                                                        • Older Latinas prefer soy milk
                                                            • Figure 6: Types of non-alcoholic beverage purchased by Hispanics in the past month, by gender and age, December 2011
                                                          • Tea time
                                                              • Figure 7: Types of non-alcoholic beverage purchased by Hispanics in the past month, by language spoken at home, December 2011
                                                            • Attitudes toward beverage choices
                                                              • Figure 8: Correspondence map on attitudes toward beverage choices, December 2011
                                                            • Impact of recession on beverage purchase behavior
                                                                • Figure 9: Impact of the recession on beverage purchase behavior, by language spoken at home, December 2011
                                                            • Coffee and Tea

                                                              • Key points
                                                                • Expenditure on coffee and tea
                                                                  • Figure 10: Average expenditures by Hispanics and non-Hispanic consumer units on coffee and tea, 2006-10
                                                                  • Figure 11: Average expenditures by consumer units on coffee and tea, indexed to all consumer units, 2006-10
                                                                • Household consumption of coffee and/or tea
                                                                  • Figure 12: Consumption of coffee and/or tea, by race/Hispanic origin, July 2010-September 2011
                                                                • Hispanics’ consumption of coffee
                                                                  • Frequency and average per day
                                                                    • Figure 13: Likelihood of drinking coffee and frequency, by age, December 2011
                                                                  • Caribbeans consume the most coffee
                                                                    • Figure 14: Average number of cups of coffee drank by Hispanic consumers on an average day, by country of origin, December 2011
                                                                  • Types of coffee consumed and changes in consumption
                                                                    • Figure 15: Types of coffee drank by Hispanic consumers and changes in consumption, by number of cups of coffee consumed, December 2011
                                                                  • Attitudes toward coffee
                                                                    • Figure 16: Attitudes toward coffee, by language spoken in the home, December 2011
                                                                  • Instant coffee
                                                                    • Figure 17: Likelihood of household consumption of instant coffee (no sweetener or cream added) and preferred brands, by language spoken in the home, July 2010-September 2011
                                                                  • Iced tea
                                                                    • Figure 18: Likelihood of consuming iced tea (ready-to-drink) and preferred brands, by language spoken in home, July 2010-September 2011
                                                                  • Tomandote iced tea
                                                                    • Figure 19: Tomandote, Iced teas, 2008
                                                                • Milk

                                                                  • Key points
                                                                    • Household consumption of milk
                                                                      • Figure 20: Likelihood of consuming milk and average number of cups or glasses of milk consume per household, by race/Hispanic origin, July 2010-September 2011
                                                                    • Types of milk consumed
                                                                      • Figure 21: Type of milk (liquid in bottles and cartons) consumed by Hispanic households, by the presence of children in household, July 2010-September 2011
                                                                    • Hispanics’ attitudes toward milk and protein beverages
                                                                      • Soy milk is considered healthy
                                                                        • Figure 22: Hispanics’ attitudes toward milk and protein beverage choices, by type of beverage, December 2011
                                                                      • Energy, excitement, and convenience
                                                                        • Figure 23: Attitudes toward milk and protein beverage choices by type of beverage, by language spoken in the home, December 2011
                                                                      • Non-dairy cream substitutes
                                                                        • Figure 24: Likelihood of household consumption of non-dairy cream substitutes (to put in coffee or on cereal) and preferred brands, by race/Hispanic origin, July 2010-September 2011
                                                                    • Soft Drinks

                                                                      • Key points
                                                                        • Carbonated beverages
                                                                          • Expenditure on carbonated beverages
                                                                            • Figure 25: Average expenditures by Hispanics and non-Hispanic consumer units on carbonated beverages, 2006-10
                                                                            • Figure 26: Average expenditures by consumer units on carbonated beverages, indexed to all consumer units, 2006-10
                                                                          • Carbonated beverages
                                                                            • Figure 27: Types of beverage preferred by consumers, by race/Hispanic origin, July 2010-September 2011
                                                                            • Figure 28: Types of beverage preferred by Hispanic consumers, by language spoken in the home, July 2010-September 2011
                                                                          • Cola beverage brands
                                                                            • Figure 29: Regular cola drinks (carbonated, non-diet) and brands consumed by Hispanics in the last seven days, by language spoken in the home, July 2010-September 2011
                                                                          • Non-cola brands
                                                                            • Figure 30: Other regular carbonated (non-cola) soft drinks (non-diet) consumed by Hispanics in the last seven days, by language spoken in the home, July 2010-September 2011
                                                                          • Diet/sugar-free carbonated beverages
                                                                            • Figure 31: Diet or sugar-free cola and non-cola drinks (carbonated) consumed by Hispanics, by language spoken in home, July 2010-September 2011
                                                                          • Powdered soft drinks
                                                                            • Figure 32: Household consumption of powdered soft drinks and preferred brands, by race/Hispanic origin, July 2010-September 2011
                                                                            • Figure 33: Kool-Aid, Aguas Frescas, March 2008
                                                                        • Juices

                                                                          • Key points
                                                                            • Expenditure on fruit and vegetable juices
                                                                              • Figure 34: Average expenditures by Hispanics and non-Hispanic consumer units on fruit and vegetable juices, 2006-10
                                                                              • Figure 35: Average expenditures by consumer units on fruit and vegetable juices, indexed to all consumer units, 2006-10
                                                                            • Household consumption of juices
                                                                              • Figure 36: Household consumption of juices, by race/Hispanic origin, July 2010-September 2011
                                                                            • Orange juice
                                                                              • Figure 37: Household consumption of orange juice in bottles, cans, or cartons and preferred brands, by language spoken in the home, July 2010-September 2011
                                                                            • Other fruit juices and drinks
                                                                              • Figure 38: Household consumption of other fruit juices and drinks (excluding carbonated drinks, orange, tomato, and vegetable juice) and preferred brands, by language spoken in the home, July 2010-September 2011
                                                                            • Preferred flavors
                                                                              • Figure 39: Preferred flavors of other fruit juices and drinks (excluding carbonated drinks, orange, tomato, and vegetable juice), by heritage respondent, July 2010-September 2011
                                                                              • Figure 40: Dole Sensatión, Lemon Lime, March 2010
                                                                          • Bottled Water, Energy and Sports Drinks, and Smoothies

                                                                            • Key points
                                                                              • Waters
                                                                                • Older Hispanics prefer sparkling waters
                                                                                  • Figure 41: Types of bottled water consumed by Hispanics, by gender and age, July 2010-September 2011
                                                                                • Spanish-dominants more likely to consume sparkling waters
                                                                                  • Figure 42: Likelihood of consuming sparkling water/seltzers/natural sodas and type, by language spoken in home, July 2010-September 2011
                                                                                • Energy drinks
                                                                                  • Figure 43: Likelihood of consuming energy drinks and preferred brans, by gender and age, July 2010-September 2011
                                                                                • Thirst quencher and sports/activity drinks
                                                                                  • Figure 44: Likelihood of consuming thirst quencher and sports/activity drinks and preferred brands, by gender and age, July 2010-September 2011
                                                                                • Drinkable yogurt and smoothies
                                                                                  • Younger Latinas most likely to consume drinkable yogurt and smoothies
                                                                                    • Figure 45: Likelihood of consuming yogurt and/or smoothies and type, by gender and age, July 2010-September 2011
                                                                                    • Figure 46: El Mexicano, smoothie/licuado, 2011
                                                                                  • Cubans are the most likely to consume smoothies
                                                                                    • Figure 47: Likelihood of consuming yogurt and/or smoothies by heritage-respondent, July 2010-September 2011
                                                                                • The Shopping Experience

                                                                                  • Key points
                                                                                    • Product characteristics that impact purchasing decisions
                                                                                      • Figure 48: Level of importance of product characteristics when making a purchasing decision, by language spoken at home, December 2011
                                                                                    • Retail channels
                                                                                      • The impact of language on retail preferences
                                                                                        • Figure 49: Preferred retailer when purchasing non-alcoholic beverages, by language spoken at home, December 2011
                                                                                      • Larger households look for value propositions
                                                                                        • Figure 50: Preferred retailer when purchasing non-alcoholic beverages, by number of person/people per household, December 2011
                                                                                      • Young adults more likely to purchase at c-stores
                                                                                        • Figure 51: Preferred retailer when purchasing non-alcoholic beverages, by age, December 2011
                                                                                      • Beverages purchased at convenience stores
                                                                                        • Larger households might not always have savings in mind
                                                                                          • Figure 52: Non-alcoholic beverages purchased at convenience stores by Hispanic consumers, by number of person/people in the household, December 2011
                                                                                        • English-dominants lean toward soft drinks
                                                                                          • Figure 53: Non-alcoholic beverages purchased at convenience stores by Hispanic consumers, by language spoken at home, December 2011
                                                                                      • Marketing Strategies

                                                                                        • Key points
                                                                                          • TV advertising
                                                                                            • Toma Leche
                                                                                              • Figure 54: Toma Leche, TV ad, February 2012
                                                                                            • Dole Sensatión
                                                                                              • Figure 55: Dole Sensatión Natural Juices, TV ad, February 2012
                                                                                            • Gatorade
                                                                                              • Figure 56: Gatorade, TV ad, September 2011
                                                                                            • Goya
                                                                                              • Figure 57: Goya frozen fruit pulp, TV ad, August 2011
                                                                                              • Figure 58: Goya nectar juice, TV ad, February 2012
                                                                                            • Maxwell House
                                                                                              • Figure 59: Maxwell House, TV ad, February 2012
                                                                                            • Online strategies
                                                                                              • Coca-Cola
                                                                                                • Pepsi
                                                                                                  • Jarritos
                                                                                                  • U.S. Hispanic Population

                                                                                                      • Key facts
                                                                                                        • U.S. population by race/Hispanic origin
                                                                                                          • Figure 60: Population, by race/Hispanic origin, 1970-2020
                                                                                                          • Figure 61: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                          • Figure 62: Population, by race and Hispanic origin, 2006-16
                                                                                                        • The Hispanic and non-Hispanic population
                                                                                                          • The Hispanic and total U.S. population by age
                                                                                                            • Figure 63: U.S. Hispanic population, by age, 2006-16
                                                                                                            • Figure 64: U.S. Population, by age, 2006-16
                                                                                                          • Hispanic purchasing power
                                                                                                            • Figure 65: U.S. Purchasing power, by race/Hispanic origin, 1990-2015
                                                                                                            • Figure 66: Graph: Purchasing power, by race/Hispanic origin, 1990-2015
                                                                                                          • U.S. household income distribution
                                                                                                            • Figure 67: Median household income, by race and Hispanic origin of householder, 2010
                                                                                                          • Hispanic income levels
                                                                                                            • Figure 68: Largest Hispanic states, by Hispanic disposable income, 2010
                                                                                                          • Generations
                                                                                                            • Hispanics by generation
                                                                                                              • Figure 69: U.S. population by Hispanic origin, and by generation, 2011
                                                                                                              • Figure 70: Fertility rate, by race and Hispanic origin of mother, 1998-2008
                                                                                                            • The Hispanic household
                                                                                                              • Figure 71: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                              • Figure 72: Households, by number of persons in the household—Hispanics vs. all households, 2009
                                                                                                              • Figure 73: Households with children by race and Hispanic origin of householder, 2011
                                                                                                              • Figure 74: Households, by race of householder and presence and ages of children, 2011
                                                                                                            • Hispanics by country of origin/heritage
                                                                                                              • Figure 75: Hispanic population by type, 2000-10
                                                                                                              • Figure 76: Graph: Hispanics, by country of origin/heritage, 2010
                                                                                                            • Hispanics by geographic concentration
                                                                                                              • Figure 77: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                              • Figure 78: Hispanic population, by region of residence, 2000-10
                                                                                                              • Figure 79: Graph: Hispanic population, by region, 2010
                                                                                                              • Figure 80: 10 places* with highest number of Hispanics, 2010
                                                                                                              • Figure 81: 10 places* with the largest share of Hispanics, 2010
                                                                                                            • States with the most Hispanic population growth
                                                                                                              • Figure 82: Five states with the greatest percentage of Hispanic growth, 2000-10
                                                                                                            • Key Hispanic metropolitan areas
                                                                                                              • Figure 83: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-08
                                                                                                              • Figure 84: U.S. Hispanic households, by metropolitan status 2006-11
                                                                                                            • Acculturation
                                                                                                              • What is acculturation?
                                                                                                                • Why is level of acculturation important?
                                                                                                                  • Levels of acculturation
                                                                                                                      • Figure 85: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                    • What is retro-acculturation?
                                                                                                                    • Appendix—Other Useful Information

                                                                                                                      • Expenditure data
                                                                                                                        • Figure 86: Average expenditures by Hispanic non-Hispanic consumer units on non-alcoholic beverages, by segment, 2006-10
                                                                                                                      • Consumer tables
                                                                                                                        • Figure 87: Impact of the recession on beverage purchase behavior, by household income, December 2011
                                                                                                                        • Figure 88: Types of coffee drank by Hispanic consumers and changes in consumption, by language spoken in the home, December 2011
                                                                                                                        • Figure 89: Hispanic household consumption of dairy and non-dairy beverages, by presence of children in household, July 2010-September 2011
                                                                                                                        • Figure 90: Household consumption of other fruit juices and drinks (excluding carbonated drinks, orange, tomato and vegetable juice), by race/Hispanic origin, July 2010-September 2011
                                                                                                                        • Figure 91: Likelihood of household consumption of instant coffee (no sweetener or cream added) and preferred brands, by heritage respondent, July 2010-September 2011
                                                                                                                        • Figure 92: Other carbonated (non-cola) diet sugar-free soft drinks consumed by Hispanics, by language spoken in home, July 2010-September 2011
                                                                                                                        • Figure 93: Likelihood of consuming energy drinks by heritage-respondent, July 2010-September 2011
                                                                                                                        • Figure 94: Prefer brands of energy drinks by heritage-respondent, July 2010-September 2011
                                                                                                                    • Appendix—Trade Associations

                                                                                                                      Companies Covered

                                                                                                                      • AMP Limited
                                                                                                                      • Cadbury Schweppes Plc
                                                                                                                      • Chiquita Brands International, Inc
                                                                                                                      • Coca-Cola Company (The) (USA)
                                                                                                                      • Del Monte Foods
                                                                                                                      • Dole Food Company Inc.
                                                                                                                      • Gatorade
                                                                                                                      • Goya Foods, Inc.
                                                                                                                      • Mott's LLP
                                                                                                                      • Nestlé USA
                                                                                                                      • Ocean Spray Cranberries, Inc
                                                                                                                      • Odwalla Inc.
                                                                                                                      • Pepsi-Cola North America
                                                                                                                      • Red Bull North America, Inc.
                                                                                                                      • Rockstar Inc.
                                                                                                                      • Slim Fast Foods Ltd
                                                                                                                      • Snapple Beverage Corporation
                                                                                                                      • Sunkist Growers, Inc.
                                                                                                                      • Tropicana Products Inc.

                                                                                                                      Hispanics and Non-alcoholic Drinks - US - March 2012

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