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Hispanics and Non-Alcoholic Beverages - US - December 2017

"Hispanic expenditures on non-alcoholic beverages continue to grow at a healthy pace. The challenge for brands in the different categories is to promote trial as Hispanics may not proactively do so due to their satisfaction with the beverages they currently drink. As the markets mature and become fragmented, brands have two options to grow: either competing through price to gain market share, or widen the association of their brands to other occasions in order to grow their market."
- Juan Ruiz, Director of Hispanic Insights

This Report looks at the following areas:

  • Trial occasions may not happen naturally 
  • Family likes and health benefits don’t appeal to the same Hispanics 
  • Concerns about sugar content and price can hinder further growth

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Share of expenditures on non-alcoholic beverages, by segment and Hispanic origin, at current prices, 2017
        • The issues
          • Trial occasions may not happen naturally
            • Figure 2: Hispanics’ attitudes toward trying new beverages, September 2017
          • Family likes and health benefits don’t appeal to the same Hispanics
            • Figure 3: Factors Influencing Hispanics’ non-alcoholic beverages purchases – family likes and health benefits, September 2017
          • Concerns about sugar content and price can hinder further growth
            • Figure 4: Non-alcoholic beverages purchase barriers for Hispanics, September 2017
          • The opportunities
            • Associating brands with specific meal occasions
              • Figure 5: Correspondence analysis – Association of beverages and occasions, September 2017
            • Leveraging the social component
              • Figure 6: Influencers for Hispanics’ non-alcoholic beverages purchases – Thinking of others, by gender and age, September 2017
            • Leveraging the health component
              • Figure 7: Influencers for Hispanics’ non-alcoholic beverages purchases – Health claims, by gender and age, September 2017
            • What it means
            • The Market – What You Need to Know

              • Hispanics spend $16.6 billion on non-alcoholic beverages
                • Expenditures growth is driven by bottled water
                  • Flavor matters to Hispanics
                    • Health is important, but Hispanics are keeping it simple
                      • Hispanics tend to have larger families
                        • Hispanics are young
                          • Hispanics are value-oriented
                            • Hispanics have 20 countries of origin
                            • Market Size

                              • Hispanic share of expenditures on non-alcoholic beverages is growing
                                • Figure 8: Hispanic consumer expenditures on non-alcoholic beverages, at current prices, 2012-17
                            • Market Breakdown

                              • Bottled water and other beverages driving growth
                                  • Figure 9: Hispanic consumer expenditures on non-alcoholic beverages, by segment, at current prices, 2012-17
                                  • Figure 10: Hispanic consumer expenditures on non-alcoholic beverages, by segment, at current prices, 2015 and 2017
                              • Market Perspective

                                  • The importance of flavor
                                    • The carbonated soft drinks example
                                      • Figure 11: Beverages consumed to replace soft drinks, by race and Hispanic origin, indexed to all, December 2016
                                    • The energy drinks example
                                      • Figure 12: Energy drinks drinking motivation, by race and Hispanic origin, indexed to all, February 2017
                                    • When thinking about health, Hispanics are pragmatic
                                      • Figure 13: Motivations for drinking water, by race and Hispanic origin, indexed to all, November 2016
                                  • Market Factors

                                    • Larger families hint at a more complex dynamic
                                      • Figure 14: Average household size, by race and Hispanic origin, 2016
                                      • Figure 15: Households with related children, by race and Hispanic origin of householder, 2016
                                    • The Hispanic market is young
                                      • Figure 16: Population distribution, by Hispanic origin and generation share, 2017
                                    • Lower median household income forces Hispanics to search for value
                                      • Figure 17: Median household income, by race and Hispanic origin of householder, 2015
                                      • Figure 18: Household income distribution, by race and Hispanic origin of householder, 2015
                                    • Hispanics’ country of origin/descent includes 20 countries
                                      • Figure 19: Hispanic population, by country of origin/heritage, 2015
                                  • Key Players – What You Need to Know

                                    • Distribution can be key to grow
                                      • Tropical flavors can get Hispanics’ attention
                                        • Staying relevant
                                          • Brands from Latin America struggle to grow appeal
                                            • Some categories may introduce private labels to Hispanics
                                              • The convenience of vending machines
                                                • The meaning of ingredients
                                                  • Flavor and met expectations
                                                  • What’s Happening?

                                                    • For some categories, it’s all about distribution
                                                      • Figure 20: Brands of non-carbonated bottled water that Hispanics drank in the past 7 days, by region, April 2016-May 2017
                                                    • Tropical flavors can resonate with Hispanics
                                                      • Figure 21: Flavors of fruit juice or drinks that Hispanic households drink, indexed to all, April 2016-May 2017
                                                    • Leveraging brand equity
                                                      • Brands from country of origin
                                                        • Private labels to set a foot in the house
                                                          • Figure 22: Reasons for purchasing more private label products, by race and Hispanic origin, indexed to all, November 2016
                                                      • What’s Next?

                                                        • An increasing focus for on-the-go
                                                          • An increasing focus on ingredients
                                                            • Despite the noise, it all goes back to flavor
                                                            • The Consumer – What You Need to Know

                                                              • More Hispanics increased their purchases of non-alcoholic beverages than decreased
                                                                • Hispanics enjoy trying new beverages, but are okay with current options
                                                                  • Family likes and health benefits are important
                                                                    • Hispanics clearly associate beverages with different meal occasions
                                                                      • Hispanics show flexibility when thinking about non-alcoholic beverages
                                                                        • Price and sugar content are the main purchase barriers
                                                                        • Changes in Non-Alcoholic Beverages Purchases

                                                                            • Hispanics feel they are purchasing about the same or more
                                                                              • Figure 23: Hispanics’ non-alcoholic beverages purchases and change over the past year, September 2017
                                                                            • Bottled water
                                                                              • Figure 24: Hispanics’ perceived change in bottled water purchases over the past year, by key demographics, September 2017
                                                                            • Dairy milk
                                                                              • Figure 25: Hispanics’ perceived change in dairy milk purchases over the past year, by key demographics, September 2017
                                                                            • 100% fruit juice
                                                                              • Figure 26: Hispanics’ perceived change in 100% fruit juice purchases over the past year, by key demographics, September 2017
                                                                            • Tea
                                                                              • Figure 27: Hispanics’ perceived change in tea purchases over the past year, by key demographics, September 2017
                                                                            • Juice drinks
                                                                              • Figure 28: Hispanics’ perceived change in juice drinks purchases over the past year, by key demographics, September 2017
                                                                            • Coffee
                                                                              • Figure 29: Hispanics’ perceived change in coffee purchases over the past year, by key demographics, September 2017
                                                                            • Regular soda
                                                                              • Figure 30: Hispanics’ perceived change in regular soda purchases over the past year, by key demographics, September 2017
                                                                            • Sports drinks
                                                                              • Figure 31: Hispanics’ perceived change in sports drinks purchases over the past year, by key demographics, September 2017
                                                                            • Diet soda
                                                                              • Figure 32: Hispanics’ perceived change in diet soda purchases over the past year, by key demographics, September 2017
                                                                              • Figure 33: Hispanic consumption of regular soda and diet soda – Coca-Cola and Pepsi products, April 2016-May 2017
                                                                          • Attitudes toward Trial of Non-Alcoholic Beverages

                                                                              • Trying is nice, but it is not a must
                                                                                • Figure 34: Hispanics’ attitudes toward drinking non-alcoholic beverages, September 2017
                                                                              • Moms more likely to be influenced by family
                                                                                • Figure 35: Hispanics’ family influence in the beverages they purchase, by household income and level of acculturation, September 2017
                                                                              • More affluent Hispanics tend to be audacious mixing beverages
                                                                                • Figure 36: Share of Hispanics who like to experiment mixing non-alcoholic drinks, by household income and level of acculturation, September 2017
                                                                            • Purchase Influencers

                                                                                • Not all Hispanics have the same priorities
                                                                                  • Figure 37: Factors Influencing Hispanics’ non-alcoholic beverages purchases, September 2017
                                                                                • Flavor is the path of least resistance
                                                                                  • Figure 38: TURF analysis – Non-alcoholic beverages purchase influencers, September 2017
                                                                                  • Figure 39: TURF analysis – Non-alcoholic beverages purchase influencers, September 2017
                                                                                • Hispanic women more likely to think about others’ likes
                                                                                  • Figure 40: Influencers for Hispanics’ non-alcoholic beverages purchases – thinking of others, by gender and age, September 2017
                                                                                • Need to please others decreases with acculturation
                                                                                  • Figure 41: Influencers for Hispanics’ non-alcoholic beverages purchases – thinking of others, by level of acculturation, September 2017
                                                                                • Health claims more likely to influence Hispanic women aged 35+
                                                                                  • Figure 42: Influencers for Hispanics’ non-alcoholic beverages purchases – Health claims, by gender and age, September 2017
                                                                                • All-natural/organic claims are welcomed—budget permitting
                                                                                  • Figure 43: Importance of all-natural/organic claims in Hispanics’ non-alcoholic beverages purchases – Health claims, by household income and level of acculturation, September 2017
                                                                              • Associations of Beverages and Occasions

                                                                                  • There is value in associating drinks with meals
                                                                                    • Figure 44: Share of Hispanics who think that the right drinks are key to enjoying meals, by gender and age, September 2017
                                                                                    • Figure 45: Share of Hispanics who think that the right drinks are key to enjoying meals, by household income and level of acculturation, September 2017
                                                                                  • Hispanics clearly associate specific beverages with specific meal occasions
                                                                                    • Figure 46: Correspondence analysis – Association of beverages and occasions, September 2017
                                                                                  • Who is driving associations
                                                                                    • Breakfast
                                                                                      • Lunch and dinner/supper
                                                                                        • Snacks
                                                                                          • Figure 47: Association of beverages and occasions, September 2017
                                                                                      • Attitudes toward Non-Alcoholic Beverages

                                                                                          • Hispanics are pragmatic about non-alcoholic beverages
                                                                                            • Figure 48: Hispanics’ attitudes toward non-alcoholic beverages, September 2017
                                                                                          • Are Hispanics willing to pay for premium beverages?
                                                                                            • Figure 49: Hispanics’ attitudes toward premium non-alcoholic beverages, by household income and level of acculturation, September 2017
                                                                                          • Is tap water a competitor?
                                                                                            • Figure 50: Hispanics’ attitudes toward tap water, by household income and level of acculturation, September 2017
                                                                                        • Purchase Barriers

                                                                                            • Price and sugar content discourage trial
                                                                                              • Figure 51: Non-alcoholic beverages purchase barriers for Hispanics, September 2017
                                                                                            • Too much sugar can raise flags
                                                                                              • Figure 52: TURF analysis – Purchase barriers, September 2017
                                                                                              • Figure 53: TURF analysis – Purchase barriers, September 2017
                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                            • Data sources
                                                                                              • Sales data
                                                                                                • Consumer survey data
                                                                                                  • Abbreviations and terms
                                                                                                    • Abbreviations
                                                                                                      • Terms
                                                                                                        • TURF analysis methodology
                                                                                                          • A note on acculturation
                                                                                                          • Appendix – The Market

                                                                                                              • Figure 54: Hispanic consumer expenditures on non-alcoholic beverages, at inflation adjusted prices, 2012-17
                                                                                                          • Appendix – The Consumer

                                                                                                              • Figure 55: Brands of regular soda drinks that Hispanics drank in the past 7 days, by Hispanic origin and language spoken at home, April 2016-May 2017

                                                                                                          Hispanics and Non-Alcoholic Beverages - US - December 2017

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