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Hispanics - Feeding Their Kids - US - October 2016

"When feeding their kids, Hispanic parents want to feel in control. However, that is not always possible as the foods they feel comfortable serving their kids are not the same their kids like and Hispanic parents need to make compromises. The discrepancies in expectations can create some tension when kids ask for foods they like and they can be vocal when they don’t get what they want. Hispanic parents handle the dynamic differently depending on which attitudinal segment they fall into in regards to feeding their kids – Liberal, Independent, or Conservative."
- Juan Ruiz, Director of Hispanic Insights

This report discusses the following key topics:

  • There are three types of Hispanic parents 
  • No matter what parents think, kids are in control
  • Parents and kids don’t agree on what is good food

This Report provides analysis and insights on the attitudes, perceptions, issues, and behaviors Hispanic parents have toward feeding their kids. For the purposes of this Report, Mintel has used the following definitions:

  • Parents are both single and married, both mothers and fathers
  • Where significant, other adult caregivers in households who influence and impact feeding are considered
  • Children are aged 3-17
  • Eating in-home and on-the-go – food prepared and eaten in the home or prepared at home to eat outside the home (snacks, on-the-go, packed lunches).

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • There are three types of Hispanic parents
            • Figure 1: Hispanics and feeding their kids segments, July 2016
          • No matter what parents think, kids are in control
            • Figure 2: Dynamic around Hispanics feeding their kids – The role of children, by level of acculturation, July 2016
          • Parents and kids don’t agree on what is good food
            • Figure 3: Foods Hispanic parents feel comfortable serving their kids versus foods their children love, July 2016
          • The opportunities
            • Using social media to engage Hispanic parents in the Liberal segment
              • Figure 4: Media influencers for what Hispanics feed their kids, by feeding kids attitudinal segments, July 2016
            • Defining “too much”
              • Figure 5: Main concerns Hispanics have when feeding their kids, by feeding kids attitudinal segments, July 2016
            • Opportunities and challenges as Hispanics move through the acculturation path
              • Figure 6: Hispanics parents’ perception of foods they feel comfortable serving, by level of acculturation, July 2016
            • What it means
            • The Market – What You Need to Know

              • There are three well-defined groups of Hispanic parents
                • Hispanic parents have little motivation to change their diet
                  • Bicultural Hispanics tend to be open-minded
                    • Hispanics cook with their families in mind
                      • Allergies are a marginal concern
                        • Hispanics...
                        • Feeding Kids Attitudinal Segments

                          • Hispanic parents are grouped in three different segments
                            • Figure 7: Hispanics and feeding their kids segments, July 2016
                          • Liberal Hispanic parents feeding their kids (39%)
                            • Characteristics
                              • Opportunities
                                • Figure 8: Profile of Liberal Hispanic parents, July 2016
                              • Independent Hispanic parents feeding their kids (28%)
                                • Characteristics
                                  • Opportunities
                                    • Figure 9: Profile of Independent Hispanic parents, July 2016
                                  • Conservative Hispanic parents feeding their kids (33%)
                                    • Characteristics
                                      • Opportunities
                                        • Figure 10: Profile of Conservative Hispanic parents, July 2016
                                      • Cluster methodology
                                      • Market Perspective

                                        • The majority of Hispanics consider themselves healthy
                                          • Hispanic market becoming more bicultural
                                            • Hispanics are Cooking Enthusiasts
                                              • Allergies are less of an issue among Hispanics
                                              • Market Factors

                                                • The Hispanic market is young
                                                  • Figure 11: Population by Hispanic origin and generation share, 2016
                                                • Hispanic households more likely to include children
                                                  • Figure 12: Average household size and average number of adults and children in households, by race and Hispanic origin, 2015
                                                  • Figure 13: Presence of children in household, by race and Hispanic origin, 2015
                                                • In many cases, Hispanics have to do more with less
                                                  • Median household income for Hispanics significantly below national median
                                                    • Figure 14: Median household income, by race and Hispanic origin of householder, 2014
                                                    • Figure 15: Household income distribution, by race and Hispanic origin of householder, 2014
                                                • Different Products for Different Segments

                                                    • For Liberal Hispanic Parents
                                                      • Figure 16: Del Monte Mandarin Oranges Fruit Cup Snack, September 2016
                                                      • Figure 17: Tombstone Roadhouse Bring on the Meat Pizza, July 2016
                                                      • Figure 18: Kroger Peanut Butter Filled Pretzels, September 2016
                                                    • For Independent Hispanic Parents
                                                      • Figure 19: Pure Growth Organic Maple & Brown Sugar Oatmeal, August 2016
                                                      • Figure 20: Nature’s Path Organic Qi’a Superfood Cocoa Coconut Superflakes, August 2016
                                                      • Figure 21: Snack Factory Sea Salt Tortilla Chips, September 2016
                                                    • For Conservative Hispanic Parents
                                                      • Figure 22: Kellogg’s Corn Flakes Breakfast Cereal, August 2016
                                                      • Figure 23: Marinela Gansito Limited Edition Key Lime Pie Filled Snack Cake, July 2016
                                                      • Figure 24: Planters Unsalted Dry Roasted Peanuts, September 2016
                                                  • The Consumer – What You Need to Know

                                                    • Hispanic parents – even dads – discount the involvement of their spouses
                                                      • Those directly involved are the ones with the most influence
                                                        • Children know what they want
                                                          • Hispanic kids tend to be bicultural in food preferences
                                                            • Foods children love are not the same ones parents feel good preparing
                                                              • Preservatives and artificial flavors are not an issue
                                                              • Decision Making for Feeding the Kids

                                                                  • Hispanic parents feel they are in control
                                                                    • Involvement doesn’t necessarily mean cooking
                                                                      • Figure 25: Hispanics’ involvement in decision making about feeding the kids, by gender and age, July 2016
                                                                  • Influencers

                                                                      • Trust and desire to please drive influencers
                                                                        • I am not alone...
                                                                          • Figure 26: Influencers for what Hispanics feed their kids, July 2016
                                                                          • Figure 27: Influencers for what Hispanics feed their kids, by feeding kids attitudinal segments, July 2016
                                                                        • Spouses’ influence changes as Hispanics get older
                                                                          • Figure 28: Spouse influence in how Hispanics feed their kids, by gender and age, July 2016
                                                                        • The more kids, the higher their influence
                                                                          • Figure 29: Children’s influence in how Hispanics feed their kids, by number of children, July 2016
                                                                      • Feeding the Kids Dynamic

                                                                          • The dynamic at the heart of feeding of kids is a result of many factors
                                                                            • Figure 30: Dynamic around Hispanics feeding their kids, July 2016
                                                                            • Figure 31: Dynamic around Hispanics feeding their kids, by feeding kids attitudinal segments, July 2016
                                                                          • The role of children in the dynamic
                                                                            • Children know what they like
                                                                              • More acculturated Hispanics more vocal about what they want to eat
                                                                                • Figure 32: Dynamic around Hispanics feeding their kids – The role of children, by level of acculturation, July 2016
                                                                              • The role of school in the dynamic
                                                                                • The majority of Hispanic kids eat school lunches
                                                                                  • Figure 33: Dynamic around Hispanics feeding their kids – Eating at school, by level of acculturation, July 2016
                                                                                • The role of parenting styles in the dynamic
                                                                                  • Food plays an important role in parent-kid relationships
                                                                                    • Unacculturated parents please, acculturated do not force
                                                                                      • Figure 34: Dynamic around Hispanics feeding their kids – Parenting styles, by level of acculturation, July 2016
                                                                                    • The role of culture in the dynamic
                                                                                      • Food as an expression of culture
                                                                                        • Figure 35: Dynamic around Hispanics feeding their kids – Cultural influence, by level of acculturation, July 2016
                                                                                    • Perception of Different Types of Foods

                                                                                        • Hispanic don’t feel comfortable with foods their children love
                                                                                          • Figure 36: Hispanic parents’ perceptions of specific foods, July 2016
                                                                                        • Liberal Hispanic parents more indifferent
                                                                                          • Figure 37: Hispanics parents’ perception of foods they feel comfortable serving, by feeding kids attitudinal segments, July 2016
                                                                                        • Acculturation makes Hispanic parents more comfortable
                                                                                          • Figure 38: Hispanics parents’ perception of foods they feel comfortable serving, by level of acculturation, July 2016
                                                                                        • More acculturated Hispanic kids more comfortable with more foods
                                                                                          • Figure 39: Hispanic parents’ perception of foods their kids love, by level of acculturation, July 2016
                                                                                      • Concerns Feeding the Kids

                                                                                          • Hispanics are concerned about the “too much”
                                                                                            • Figure 40: Main concerns Hispanics have when feeding their kids, July 2016
                                                                                            • Figure 41: Main concerns Hispanics have when feeding their kids, by feeding kids attitudinal segments, July 2016
                                                                                          • Some concerns decrease with acculturation
                                                                                            • Figure 42: Main concerns Hispanics have when feeding their kids, by level of acculturation, July 2016
                                                                                        • Appendix – Data Sources and Abbreviations

                                                                                          • Data sources
                                                                                            • Consumer survey data
                                                                                              • Terms
                                                                                                • A note on acculturation

                                                                                                Hispanics - Feeding Their Kids - US - October 2016

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