Hispanics and Beverages - US - April 2010
Hispanics are more likely than non-Hispanics to be consumers of orange juice, milk, coffee, water, energy drinks, beer and other liquor beverages. They are drinking their favorite beverages with plenty of gusto and their buying power is $1 trillion strong. Since they are growing faster than any other ethnic group, their spending numbers will continue to multiply.
English-speaking Hispanics are not solely driving this market. Lower-income households, dominant in Spanish, are spending more on food than Hispanics with higher incomes, who tend to be English-dominant. Still, Hispanic families, regardless of language, tend to overspend on groceries, and continue to do so even with the current economic conditions.
With the rise of hybrid beverage drinks and revamped packaging strategies, competition in the beverage aisle is getting prickly. The good news is that many Spanish-dominant Hispanics are more responsive to marketing and promotional efforts than those that are English-dominant, creating a fresh group of dynamic consumers to tap.
Readers of this report will learn about:
- Key palate beverage preferences between Hispanics and non-Hispanics
- Key palate preferences among the US-born Hispanic and foreign-born Hispanic
- Important consumption characteristics of Hispanics with children in the household
- Which beverages Hispanic females and males are drinking and how to target them
- How younger Hispanics shop for their alcoholic and non-alcoholic beverages
- Acculturation to the US and how it impacts the way Hispanics consume beverages, including the cultural and psychological motivations behind their consumption patterns
- The differences in behavior within the various income levels, Spanish-speaking versus English-dominant Hispanics in terms of what brands they buy, the quantity and the frequency
- Bilingual packaging and how being bilingual further expands their exposure to advertising
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