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Snacking Preferences of the Hispanic Consumer - US - October 2012

“When it comes to snacking, like most consumers, Hispanics are looking for comfort—they want their favorite flavor from a brand they trust. Initiating new flavors and products will require some advanced familiarization in the marketplace. One avenue to do that may be through kids. Hispanic families are highly likely to buy snacks based on their child’s favorite flavors and kids may be less set in their ways and more willing to try something different.”

– Adam Jacobson, Multicultural Analyst

Some questions answered in this report include:

  • What factors are most important to Hispanic consumers when purchasing snacks?
  • What snack flavors are Hispanic consumers most likely to purchase?
  • Which segment of Hispanic consumers will be important to snack food manufacturers?

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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
                        • Spanish-dominants less likely to eat salty snacks
                          • Figure 1: Top 5 types of salty/savory snacks consumed by Hispanic adults on a regular basis, by language spoken in home, July 2012
                        • English-dominant parents report their children eat more salty snacks
                          • Figure 2: Top 5 types of salty/savory snacks consumed by Hispanic children on a regular basis, by language spoken in home, July 2012
                        • Ice cream is most popular sweet snack, particularly for women
                          • Figure 3: Top types of sweet snacks consumed by Hispanic adults on a regular basis, by gender and age, July 2012
                        • Mass merchandisers most common stop for salty and sweet snacks
                          • Figure 4: Frequency of purchasing savory snacks at grocery retailers and entertainment venues, by type of retailer, July 2012
                        • Hispanic men aged 18-34 important demographic for retailers
                          • Figure 5: Frequency of purchasing savory snacks at grocery retailers and entertainment venues, by gender and age, July 2012
                        • Flavor is most important attribute for salty and sweet snacks
                          • Figure 6: Key factors among Hispanic adults when choosing savory snacks, July 2012
                        • Health factors important to Spanish-dominant respondents
                          • Figure 7: Influencers when choosing sweet snacks, by language spoken in the home, July 2012
                        • Marketing strategies
                          • U.S. Hispanic population
                            • Figure 8: Population, by race/Hispanic origin, 2007-17
                            • Figure 9: U.S. Hispanic population, by age, 2007-17
                          • Hispanic purchasing power
                            • Figure 10: Purchasing power, by race/Hispanic origin, 1990-2017
                          • What we think
                          • Issues in the Market

                              • What factors are most important to Hispanic consumers when purchasing snacks?
                                • What snack flavors are Hispanic consumers most likely to purchase?
                                  • Which segment of Hispanic consumers will be important to snack food manufacturers?
                                  • Insights and Opportunities

                                    • Hispanics present opportunity for nutritious snack manufactures
                                      • Create more snack foods that appeal to retro-acculturated Hispanics
                                        • Demonstrate how snacks are part of a larger, daily meal plan
                                          • Men aged 18-34 key target demographic for retailers
                                          • Trend Applications

                                              • Trend: Accentuate the Negative
                                                • Trend: Edutainment
                                                  • 2015 Trend: Access Anything Anywhere
                                                  • The Snack Consumer

                                                    • Key points
                                                      • Potato chips most popular salty/savory snack
                                                          • Figure 11: Types of salty/savory snacks consumed by Hispanic adults on a regular basis, by gender and age, July 2012
                                                        • Respondents who speak mostly English, but some Spanish most likely to eat many types of salty snacks regularly
                                                            • Figure 12: Types of salty/savory snacks consumed by Hispanic adults on a regular basis, by language spoken in home, July 2012
                                                          • Children of English-dominant parents more likely to eat many types of salty snacks
                                                              • Figure 13: Types of salty/savory snacks consumed by Hispanic children on a regular basis, by language spoken in home, July 2012
                                                            • Majority of respondents say they eat ice cream regularly
                                                                • Figure 14: Types of sweet snacks consumed by Hispanic adults on a regular basis, by gender and age, July 2012
                                                              • Acculturation level impacts what sweet treats Hispanics eat
                                                                • Figure 15: Types of sweet snacks consumed by Hispanic adults on a regular basis, by language spoken in home, July 2012
                                                              • Dairy products like ice cream and yogurt common treat for Hispanic kids
                                                                  • Figure 16: Types of sweet snacks consumed by Hispanic children on a regular basis, by language spoken in home, July 2012
                                                              • Salty/Savory Snacks: Retail Preferences

                                                                • Key points
                                                                  • Shoppers most likely to regularly buy salty snacks at mass merchandisers
                                                                    • Figure 17: Frequency of purchasing savory snacks at grocery retailers and entertainment venues, by type of retailer, July 2012
                                                                  • Hispanic men aged 18-34 most likely to regularly buy salty snacks from many different retailers
                                                                    • Figure 18: Frequency of purchasing savory snacks at grocery retailers and entertainment venues, by gender and age, July 2012
                                                                  • English-dominant Hispanics buy from mass merchandisers and supermarkets less frequently
                                                                    • Figure 19: Frequency of purchasing savory snacks at grocery retailers and entertainment venues, by language spoken in the home, July 2012
                                                                • Salty/Savory Snacks: Key Factors and Favorite Flavors

                                                                  • Key points
                                                                    • Flavor most important factor when choosing salty snack
                                                                      • Figure 20: Key factors among Hispanic adults when choosing savory snacks, July 2012
                                                                      • Figure 21: Key factors among Hispanic adults when choosing savory snacks, July 2012
                                                                    • Hispanic women aged 55+ looking for healthy options in salty snacks
                                                                      • Figure 22: Key factors among Hispanic adults when choosing savory snacks, by gender and age, July 2012
                                                                    • Spanish-dominant respondents most likely to say health factors are important
                                                                      • Figure 23: Key factors among Hispanic adults when choosing savory snacks, by language spoken in the home, July 2012
                                                                    • Cheddar cheese is most purchased flavor
                                                                      • Figure 24: Hispanics’ preferred flavors of salty/savory snacks purchased in the last month, by gender and age, July 2012
                                                                    • Mexican spices may be one way for Hispanics to engage in retro-acculturation
                                                                      • Figure 25: Hispanics’ preferred flavors of salty/savory snacks purchased in the last month, by language spoken in the home, July 2012
                                                                  • Salty/Savory Snacks: Preferred Type and Brands

                                                                    • Key points
                                                                      • Potato chips
                                                                        • Eight out of 10 Hispanics say someone in their household eats potato chips
                                                                          • Figure 26: Household consumption of potato chips, by race/Hispanic origin, January 2011-March 2012
                                                                        • Children impact potato chip purchases
                                                                          • Figure 27: Household consumption of potato chips, by presence of children in the household, January 2011-March 2012
                                                                        • Spanish-only respondents are the least likely to eat potato chips
                                                                          • Figure 28: Household consumption of potato chips, by languages spoken in the home, January 2011-March 2012
                                                                        • Hispanic respondents least likely to eat baked potato chips
                                                                          • Figure 29: Preferred types of potato chips consumed in Hispanic households, by race/Hispanic origin, January 2011-March 2012
                                                                        • Pretzels
                                                                          • Only about a third of Hispanic respondent eat pretzels
                                                                            • Figure 30: Household consumption of pretzels, by race/Hispanic origin, January 2011-March 2012
                                                                          • Least acculturated Hispanics least likely to eat pretzels
                                                                            • Figure 31: Household consumption of pretzels, by languages spoken in home, January 2011-March 2012
                                                                          • Popcorn
                                                                            • Hispanic respondents somewhat likely to eat popcorn
                                                                              • Figure 32: Household consumption of popcorn products, by race/Hispanic origin, January 2011-March 2012
                                                                            • Children in household increase likeliness of eating popcorn
                                                                              • Figure 33: Household consumption of popcorn products, by presence of children in the household, January 2011-March 2012
                                                                            • English-dominants most likely to eat popcorn
                                                                              • Figure 34: Household consumption of popcorn products, by language spoken in the home, January 2011-March 2012
                                                                            • Hispanic respondents interested in private label popcorn
                                                                              • Figure 35: Preferred brands of popcorn products consumed, by race/Hispanic origin, January 2011-March 2012
                                                                            • Corn and tortilla chips and cheese snacks
                                                                              • Tortilla chips are popular across ethnic groups
                                                                                • Figure 36: Household consumption of corn and tortilla chips and/or cheese snacks, by race/Hispanic origin, January 2011-March 2012
                                                                              • Households with children more likely to eat corn and tortilla chips
                                                                                • Figure 37: Household consumption of corn and tortilla chips and/or cheese snacks, by presence of children in household, January 2011-March 2012
                                                                              • English-dominant Hispanics most likely to eat corn and tortilla chips
                                                                                • Figure 38: Household consumption of corn and tortilla chips and/or cheese snacks, by language spoken in the home, January 2011-March 2012
                                                                              • Doritos most popular brand with Hispanic respondents
                                                                                • Figure 39: Preferred brands of corn and tortilla chips and/or cheese snacks, by race/Hispanic origin, January 2011-March 2012
                                                                              • Nuts
                                                                                • Hispanics may not use nuts as often for cooking when compared to other ethnic groups
                                                                                  • Figure 40: Likelihood of household consumption of nuts, by race/Hispanic origin, January 2011-March 2012
                                                                                  • Figure 41: Likelihood of household consumption of nuts as a snack food, by race/Hispanic origin, January 2011-March 2012
                                                                                • Spanish-only respondents least likely to eat nuts as snack food
                                                                                  • Figure 42: Likelihood of household consumption of nuts as a snack food, by language spoken in the home, January 2011-March 2012
                                                                                • Meat snacks and beef jerky
                                                                                  • Households with kids slightly more likely to eat meat snacks
                                                                                    • Figure 43: Household consumption of meat snacks and beef jerky, by race/Hispanic origin, January 2011-March 2012
                                                                                    • Figure 44: Household consumption of meat snacks and beef jerky, by presence of children in the household, January 2011-March 2012
                                                                                  • English-dominants most likely to eat meat snacks and beef jerky
                                                                                    • Figure 45: Household consumption of meat snacks and beef jerky, by language spoken in the home, January 2011-March 2012
                                                                                  • Regular flavor meat snacks are most popular
                                                                                    • Figure 46: Preferred flavors of meat snacks and beef jerky consumed, by race/Hispanic origin, January 2011-March 2012
                                                                                  • Crackers
                                                                                    • Some 79% of Hispanics report someone in household eats crackers
                                                                                      • Figure 47: Household consumption of snack crackers, saltines and graham crackers, by race/Hispanic origin, January 2011-March 2012
                                                                                    • Households with kids more likely to eat crackers
                                                                                      • Figure 48: Household consumption of snack crackers, saltines and graham crackers, by presence of children in household, January 2011-March 2012
                                                                                    • About a third of Hispanic respondents buy low-salt crackers
                                                                                      • Figure 49: Types of snack crackers, saltines and graham crackers consumed, by race/Hispanic origin, January 2011-March 2012
                                                                                    • Hispanics likely to eat other, traditionally Hispanic snacks
                                                                                      • Figure 50: Household consumption of other types of salty/savory snacks, by race/Hispanic origin, January 2011-March 2012
                                                                                  • Sweet Snacks: Retail Preferences

                                                                                    • Key points
                                                                                      • Mass merchandisers most common stop for sweet snacks
                                                                                        • Figure 51: Frequency of purchase by Hispanics of sweet snacks, by retailer, July 2012
                                                                                      • Men aged 18-34 likely to buy a sweet snack from retail locations weekly
                                                                                        • Figure 52: Incidence of Hispanics’ purchase of sweet snacks, by retailer, by gender and age, July 2012
                                                                                    • Sweet Snacks: Key Factors and Favorite Flavors

                                                                                      • Key points
                                                                                        • Flavor, brand, and price most important factors for sweet snack purchases
                                                                                          • Figure 53: Key factors among Hispanic adults when choosing sweet snacks, July 2012
                                                                                          • Figure 54: Key factors among Hispanic adults when choosing sweet snacks, July 2012
                                                                                        • Importance of low-in claims more important to Spanish-dominants
                                                                                          • Figure 55: Influencers when choosing sweet snacks, by language spoken in the home, July 2012
                                                                                        • Spanish-dominants more inclined to choose fruit flavors
                                                                                          • Figure 56: Flavors of sweet snacks consumed in the past month, by language spoken in the home, July 2012
                                                                                      • Sweet Snacks: Preferred Type and Brands

                                                                                        • Key points
                                                                                          • Ice cream and frozen novelty treats
                                                                                            • Hispanics may be slightly less likely to eat sweet treats compared to other ethnic groups
                                                                                              • Figure 57: Likelihood of household consumption of ice cream and sherbet or frozen novelty treats, by race/Hispanic origin, January 2011-March 2012
                                                                                            • Households with and without children likely to eat ice cream
                                                                                              • Figure 58: Household consumption of ice cream and sherbet, by presence of children in the household, January 2011-March 2012
                                                                                            • Spanish-dominants slightly less likely to eat ice cream
                                                                                              • Figure 59: Household consumption of ice cream and sherbet, by language spoken in the home, January 2011-March 2012
                                                                                            • Households with children slightly more likely to say someone eats frozen novelties
                                                                                              • Figure 60: Household consumption of frozen novelty treats, by presence of children in the household, January 2011-March 2012
                                                                                            • Brands may want to consider creating novelties aimed at less acculturated Hispanics
                                                                                              • Figure 61: Household consumption of frozen novelty treats, by language spoken in the home, January 2011-March 2012
                                                                                            • Cookies
                                                                                              • Hispanic respondents more likely than other ethnic groups to eat cookies
                                                                                                • Figure 62: Household consumption of cookies, by race/Hispanic origin, January 2011-March 2012
                                                                                              • Households with kids more likely to say someone eats cookies in household
                                                                                                • Figure 63: Household consumption of cookies, by presence of children in household, January 2011-March 2012
                                                                                              • Cookie brand preference depends on language preference
                                                                                                • Figure 64: Preferred brands/types of cookies consumed by Hispanics, by language spoken in the home, January 2011-March 2012
                                                                                              • Snack cakes
                                                                                                • Half of Hispanic respondents say someone in household eats snack cakes
                                                                                                  • Figure 65: Household consumption of snack cakes, by race/Hispanic origin, January 2011-March 2012
                                                                                                  • Figure 66: Household consumption of snack cakes, by presence of children in the household, January 2011-March 2012
                                                                                                • Brands could reach out to Spanish-dominant consumers with new snack cake flavors
                                                                                                  • Figure 67: Household consumption of snack cakes, by language spoken in the home, January 2011-March 2012
                                                                                                • Hostess Cupcakes and Little Debbie most popular brand with Hispanics
                                                                                                  • Figure 68: Preferred brands of snack cakes consumed, by race/Hispanic origin, January 2011-March 2012
                                                                                              • Other Snack Foods

                                                                                                • Key points
                                                                                                  • Frozen snack foods
                                                                                                    • Opportunity to increase frozen hot snack consumption
                                                                                                      • Figure 69: Household consumption of frozen hot snacks, by race/Hispanic origin, January 2011-March 2012
                                                                                                    • Promote hot snack foods as part of the overall daily meal plan
                                                                                                      • Figure 70: Household consumption of frozen hot snacks, by language spoken in the home, January 2011-March 2012
                                                                                                    • For households without kids, frozen snacks less common
                                                                                                      • Figure 71: Household consumption of frozen hot snacks, by presence of children in the household, January 2011-March 2012
                                                                                                    • Hot Pockets, Taquitos, and Tyson most consumed frozen hot snack brands
                                                                                                      • Figure 72: Preferred brands of frozen hot snacks consumed, by language spoken in the home, January 2011-March 2012
                                                                                                    • Snack and vegetable dips
                                                                                                      • Hispanics slightly less likely to eat dips compared to other ethnic groups
                                                                                                        • Figure 73: Household consumption of snack and vegetable dips, by race/Hispanic origin, January 2011-March 2012
                                                                                                      • Spanish-only least likely to eat dips
                                                                                                        • Figure 74: Household consumption of snack and vegetable dips, by language spoken in the home, January 2011-March 2012
                                                                                                      • Nutritional and low-fat/fat-free snacks
                                                                                                        • Hispanic consumers may respond to more healthy snacks
                                                                                                          • Figure 75: Consumption of nutritional snacks, by race/Hispanic origin, January 2011-March 2012
                                                                                                        • Hispanic women aged 18-34 eat nutritional snacks
                                                                                                          • Figure 76: Consumption of nutritional snacks, by gender and age, January 2011-March 2012
                                                                                                        • Some 41% of Hispanic respondents say they eat low-fat products
                                                                                                          • Figure 77: Household consumption of low-fat/fat-free products, by race/Hispanic origin, January 2011-March 2012
                                                                                                      • Marketing Strategies

                                                                                                        • Key points
                                                                                                          • TV advertising
                                                                                                            • Goya Maria Cookies
                                                                                                              • Figure 78: Goya, TV ad, 2012
                                                                                                            • Dannon
                                                                                                              • Figure 79: Dannon, TV ad, 2011
                                                                                                            • Cheetos
                                                                                                              • Figure 80: Cheetos, TV ad, 2012
                                                                                                            • Walmart
                                                                                                              • Figure 81: Walmart, TV ad, 2011
                                                                                                            • Online strategies
                                                                                                              • Frito-Lay
                                                                                                                • Hot Pockets
                                                                                                                  • General Mills
                                                                                                                    • Integrated marketing strategies
                                                                                                                      • Doritos
                                                                                                                      • U.S. Hispanic Population

                                                                                                                          • Key facts
                                                                                                                            • U.S. population by race/Hispanic origin
                                                                                                                              • Figure 82: Population, by race/Hispanic origin, 1970-2020
                                                                                                                              • Figure 83: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                              • Figure 84: Population, by race/Hispanic origin, 2007-17
                                                                                                                            • The Hispanic and non-Hispanic population
                                                                                                                              • The Hispanic and total U.S. population by age
                                                                                                                                • Figure 85: U.S. Hispanic population, by age, 2007-17
                                                                                                                                • Figure 86: U.S. Population, by age, 2007-17
                                                                                                                              • The Hispanic and total U.S. population by gender
                                                                                                                                • Women
                                                                                                                                  • Figure 87: Hispanic women, by age, 2007-17
                                                                                                                                  • Figure 88: Total U.S. Women population, by age, 2007-17
                                                                                                                                • Men
                                                                                                                                  • Figure 89: Hispanic men, by age, 2007-17
                                                                                                                                  • Figure 90: Total U.S. men population, by age, 2007-17
                                                                                                                                • Generations
                                                                                                                                  • Hispanics by generation
                                                                                                                                    • Figure 91: Generations—Hispanics vs. non-Hispanics, 2011
                                                                                                                                    • Figure 92: Fertility rate, by race and Hispanic origin of mother, 2000-10
                                                                                                                                  • Hispanic purchasing power
                                                                                                                                    • Figure 93: Purchasing power, by race/Hispanic origin, 1990-2017
                                                                                                                                    • Figure 94: Purchasing power, by race/Hispanic origin, 1990-2017
                                                                                                                                    • Figure 95: Top 10 states ranked by share of Hispanic buying power, 2012
                                                                                                                                    • Figure 96: Top 10 states ranked by value of Hispanic buying power, 2012
                                                                                                                                  • U.S. household income distribution
                                                                                                                                    • Figure 97: Median household income, by race/Hispanic origin of householder, 2011
                                                                                                                                  • Hispanic income levels
                                                                                                                                    • Figure 98: Largest Hispanic states, by Hispanic disposable income, 2010
                                                                                                                                  • The Hispanic household
                                                                                                                                    • Figure 99: Average household size, by Hispanic origin/race of householder, 2001, 2008 and 2011
                                                                                                                                    • Figure 100: Households, by number of people in the household—Hispanics vs. all households, 2011
                                                                                                                                    • Figure 101: Households with children, by race/Hispanic origin of householder, 2011
                                                                                                                                    • Figure 102: Households, by race of householder and presence and ages of children, 2011
                                                                                                                                  • Hispanics by country of origin/heritage
                                                                                                                                    • Figure 103: Hispanic population, by type, 2000-10
                                                                                                                                    • Figure 104: Graph: Hispanics, by country of origin/heritage, 2010
                                                                                                                                  • Hispanics by geographic concentration
                                                                                                                                    • Figure 105: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                                                    • Figure 106: Hispanic population, by region of residence, 2000-10
                                                                                                                                    • Figure 107: Graph: Hispanic population, by region, 2010
                                                                                                                                    • Figure 108: 10 places* with highest number of Hispanics, 2010
                                                                                                                                    • Figure 109: 10 places* with the largest share of Hispanics, 2010
                                                                                                                                  • States with the most Hispanic population growth
                                                                                                                                    • Figure 110: States ranked by change in Hispanic population, 2000-10
                                                                                                                                    • Figure 111: Five states with the greatest percentage of Hispanic growth, 2000-10
                                                                                                                                  • Key Hispanic metropolitan areas
                                                                                                                                    • Figure 112: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
                                                                                                                                    • Figure 113: U.S. Hispanic households, by metropolitan status, 2006-11
                                                                                                                                  • Acculturation
                                                                                                                                    • What is acculturation?
                                                                                                                                      • Why is level of acculturation important?
                                                                                                                                        • Levels of acculturation
                                                                                                                                            • Figure 114: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                          • What is retro-acculturation?
                                                                                                                                          • Appendix: Other Useful Information

                                                                                                                                              • Figure 115: Frequency of purchasing savory snacks where liquor is sold, by gender and age, July 2012
                                                                                                                                              • Figure 116: Preferred flavors of potato chips consumed in Hispanic households, by race/Hispanic origin, January 2011-March 2012
                                                                                                                                              • Figure 117: Preferred flavors of potato chips consumed in Hispanic households, by languages spoken in the home, January 2011-March 2012
                                                                                                                                              • Figure 118: Preferred brands of pretzels consumed, by race/Hispanic origin, January 2011-March 2012
                                                                                                                                              • Figure 119: Quantity of corn and tortilla chips and/or cheese snacks consumed by Hispanic households, by presence of children, January 2011-March 2012
                                                                                                                                              • Figure 120: Types of snack and vegetable dips consumed in Hispanic households, by language spoken in the home, January 2011-March 2012
                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                            Companies Covered

                                                                                                                                            • Costco Wholesale Corporation
                                                                                                                                            • SAM's Club
                                                                                                                                            • Sara Lee Corporation
                                                                                                                                            • Subway
                                                                                                                                            • Tyson Foods Inc.
                                                                                                                                            • Weight Watchers International Inc.
                                                                                                                                            • Whole Foods Market Inc

                                                                                                                                            Snacking Preferences of the Hispanic Consumer - US - October 2012

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