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Hispanic Cooking Enthusiasts - US - September 2018

"Hispanics over index for enthusiasm toward cooking. Their enthusiasm is not only reflected in the time they spend in the kitchen, but in how they choose to spend that time and who they cook for. Their cooking approach is continually evolving and influenced by people close to them, as well as media (online and offline). Brands that understand the drivers behind Hispanic Cooking Enthusiasts’ passion may be in a better position to become part of their cooking routines."

- Juan Ruiz, Director of Hispanic Insights

This report will look at the following areas:

  • The majority of Hispanics are Cooking Enthusiasts
  • Lower household incomes influence Hispanics’ perception of premium
  • Traditional gender roles still apply
  • Routine and desire to please may hinder creativity

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • How to identify the optimal Hispanic target for cooking
            • The issue: The majority of Hispanics are Cooking Enthusiasts
              • The opportunity: Target Hispanic cooks based on attitudes and motivations
                • Figure 1: Share of Hispanic Cooking Enthusiasts and its further breakdown among in-depth cooking segments, April 2018
              • How premium products fit in Hispanics’ approach to cooking
                • The issue: Lower household incomes influence Hispanics’ perception of premium
                  • The opportunity: Understand what “premium” means to Hispanic cooks
                    • Figure 2: Ingredients Hispanics use weekly, Cooking Enthusiasts vs All Hispanics, April 2018
                  • Who takes the lead in the kitchen
                    • The issue: Traditional gender roles still apply
                      • The opportunity: Men are less concerned with criticism and may be more open to experiment
                        • Figure 3: Hispanic Cooking Enthusiasts’ cooking frequency, by gender and age, April 2018
                      • Leveraging Hispanic cooking habits
                        • The issue: Routine and desire to please may hinder creativity
                          • The opportunity: Encourage creativity
                            • Figure 4: Hispanics’ cooking behaviors, Cooking Enthusiasts vs All Hispanics, April 2018
                          • What it means
                          • The Market – What You Need to Know

                            • The majority of Hispanics are Cooking Enthusiasts
                              • Beyond attitudes, demographics affect how Hispanics cook:
                              • Hispanics in the Kitchen

                                • The importance of food in the life of Hispanics
                                  • Hispanics more likely to be Cooking Enthusiasts
                                    • Figure 5: Cooking segments, Hispanics vs all US Consumers, [Hispanics] April 2018; [all US Consumers] July 2018
                                  • Cooking Enthusiasts
                                    • Figure 6: Profile of Hispanic Cooking Enthusiasts, April 2018
                                • Where Hispanic Cooking Enthusiasts Fit

                                    • Cooking Enthusiasts over index for falling in two cooking segments
                                        • Figure 7: Hispanic cooking segments, by all Hispanics and Hispanic Cooking Enthusiasts, April 2018
                                      • Self-Critic Cooks (37%)
                                        • Opportunities
                                          • Characteristics
                                            • Figure 8: Profile of Hispanic Self-Critic Cooks, April 2018
                                          • Confident Cooks (19%)
                                            • Opportunities
                                              • Characteristics
                                                • Figure 9: Profile of Hispanic Confident Cooks, April 2018
                                              • Conservative Cooks (22%)
                                                • Opportunities
                                                  • Characteristics
                                                    • Figure 10: Profile of Hispanic Conservative Cooks, April 2018
                                                  • Cooking Avoiders (22%)
                                                    • Opportunities
                                                      • Characteristics
                                                        • Figure 11: Profile of Hispanic Cooking Avoiders, April 2018
                                                    • Market Perspective

                                                      • Hispanics are young
                                                        • Figure 12: Distribution of population, by age and race/Hispanic origin, 2018
                                                      • Hispanics are bilingual and gravitating toward biculturalism
                                                        • Figure 13: Language(s) Hispanics speak at home, January 2017-March 2018
                                                      • Hispanics live in larger households
                                                        • Figure 14: Average number of people per household, by race and Hispanic origin, 2017
                                                        • Figure 15: Households with related children, by race and Hispanic origin of householder, 2017
                                                      • Median household income for Hispanics significantly below national median
                                                        • Less-affluent Hispanics may be hesitant to experiment
                                                          • Figure 16: Median household income, by race and Hispanic origin of householder, 2016
                                                          • Figure 17: Household income distribution by race and Hispanic origin of householder, 2016
                                                      • What’s Happening – What You Need to Know

                                                        • Hispanics look beyond traditional Hispanic foods as they adopt English
                                                          • Fragmented market creates opportunities to for brand extensions
                                                            • With increasing competition, creativity can make a difference
                                                            • What’s Happening?

                                                              • Hispanics embrace variety as they become English dominant
                                                                • Figure 18: Hispanics’ eating habits, by languages spoken in home, January 2017-March 2018
                                                              • Hispanics over index for wanting international foods
                                                                • Figure 19: Interest in international foods at grocery retailers – any food within each cuisine type, by race and Hispanic origin, indexed to all, October 2017
                                                              • Expanding brands
                                                                • Example: Knorr One Skillet Meals
                                                                  • Figure 20: Knorr’s Southwestern Chicken, Brown Rice & Quinoa Meal Starter, October 2017
                                                                • Example: Chobani’s Squeezable Greek Yogurt
                                                                  • Figure 21: Chobani Savor Low-Fat Plain Squeezable Greek Yogurt, August 2018
                                                              • What’s Next?

                                                                • More pressure for creativity
                                                                • The Consumer – What You Need to Know

                                                                  • Cooking Enthusiasts spend more time in the kitchen
                                                                    • Cooking Enthusiasts’ skills influenced by traditional gender roles
                                                                      • Family’s influence is key shaping how Hispanic Cooking Enthusiasts cook
                                                                        • Hispanic Cooking Enthusiasts use a variety of ingredients
                                                                          • Hispanic Cooking Enthusiasts love their appliances
                                                                            • Hispanic Cooking Enthusiasts like to experiment, but may lack time to do it
                                                                            • Cooking Frequency

                                                                                • Cooking Enthusiasts cook frequently
                                                                                  • Figure 22: Hispanics’ cooking frequency, Cooking Enthusiasts vs All Hispanics, April 2018
                                                                                • The kitchen is still the women’s turf
                                                                                  • Figure 23: Hispanic Cooking Enthusiasts’ cooking frequency, by gender and age, April 2018
                                                                                • Cooking frequency decreases with acculturation
                                                                                  • Figure 24: Hispanic Cooking Enthusiasts’ cooking frequency, by level of acculturation, April 2018
                                                                              • Cooking Skills

                                                                                  • Cooking Enthusiasts have confidence in their cooking skills
                                                                                    • Figure 25: Hispanics’ cooking skills, Cooking Enthusiasts vs All Hispanics, April 2018
                                                                                    • Figure 26: Hispanic Cooking Enthusiasts’ cooking skills, by gender and age, April 2018
                                                                                    • Figure 27: Hispanic Cooking Enthusiasts’ cooking skills, by acculturation level, April 2018
                                                                                • Factors Influencing Cooking Approach

                                                                                    • Online sources can influence Hispanic Cooking Enthusiasts
                                                                                        • Figure 28: Factors influencing Hispanics’ cooking behavior, Cooking Enthusiasts vs All Hispanics, April 2018
                                                                                      • Mom’s influence is driven by Hispanic women aged 18-34
                                                                                        • Figure 29: Factors influencing Hispanic Cooking Enthusiasts’ cooking behavior, by gender and age, April 2018
                                                                                      • Unacculturated Hispanics listen to their children
                                                                                        • Figure 30: Factors influencing Hispanic Cooking Enthusiasts’ cooking behavior, by level of acculturation, April 2018
                                                                                    • Use of Ingredients

                                                                                        • Hispanic Cooking Enthusiasts over index for using premium ingredients and seafood
                                                                                          • Figure 31: Ingredients Hispanics use weekly, Cooking Enthusiasts vs All Hispanics, April 2018
                                                                                        • Product claims depicting premium quality may not always resonate
                                                                                          • Figure 32: Hispanic Cooking Enthusiasts’ use of premium ingredients – Once a week or more, by key demographics, April 2018
                                                                                        • Seafood consumption has a seasonal component
                                                                                          • Figure 33: Hispanic Cooking Enthusiasts’ use of seafood – Once a week or more, by key demographics, April 2018
                                                                                      • Small Kitchen Appliances

                                                                                          • Usage
                                                                                            • Hispanic Cooking Enthusiasts equally likely as others to use small kitchen appliances
                                                                                              • Figure 34: Small kitchen appliances Hispanics use weekly, Cooking Enthusiasts vs All Hispanics, April 2018
                                                                                            • Importance of small appliances
                                                                                              • Hispanic Cooking Enthusiasts are more likely to be attached to their arsenal of small appliances
                                                                                                • Figure 35: Small kitchen appliances Hispanics couldn’t live without, Cooking Enthusiasts vs All Hispanics, April 2018
                                                                                              • Age and gender dictate the importance of some small kitchen appliances
                                                                                                  • Figure 36: Small kitchen appliances Hispanic Cooking Enthusiasts couldn’t live without, by gender and age, April 2018
                                                                                                  • Figure 37: Small kitchen appliances Hispanic Cooking Enthusiasts couldn’t live without, by level of acculturation, April 2018
                                                                                              • Cooking Behaviors

                                                                                                  • Hispanic Cooking Enthusiasts like to experiment
                                                                                                    • Figure 38: Hispanics’ cooking behaviors, Cooking Enthusiasts vs All Hispanics, April 2018
                                                                                                  • Younger Hispanic Cooking Enthusiasts are more likely to wish they had more time
                                                                                                    • Figure 39: Hispanic Cooking Enthusiasts’ desire for more time to use their creativity when cooking, by key demographics, April 2018
                                                                                                  • More affluent Hispanic Cooking Enthusiasts are more into food trends
                                                                                                    • Figure 40: Hispanic Cooking Enthusiasts’ attitudes toward innovating in the kitchen, by household income, April 2018
                                                                                                • Appendix – Data Sources and Abbreviations

                                                                                                  • Data sources
                                                                                                    • Consumer survey data
                                                                                                      • Abbreviations and terms
                                                                                                        • Abbreviations
                                                                                                          • Terms
                                                                                                            • A note about acculturation
                                                                                                              • Cooking segments definitions

                                                                                                              Hispanic Cooking Enthusiasts - US - September 2018

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