2024
9
US Hispanic Consumers and Non-alcoholic Beverages Market Report 2024
2024-03-22T10:03:07+00:00
REP37B17347_AEA8_4A0A_B2A7_80F9F5AD6840
3695
171768
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Report
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The vibrant and growing Hispanic audience plays a critical and growing role in driving revenue across many categories of drinks, especially CSDs and coffee. Fiona O'Donnell, Senior Director -…

US Hispanic Consumers and Non-alcoholic Beverages Market Report 2024

£ 3,695 (Excl.Tax)

Report Summary

This report looks at the following areas:

  • Demographic and economic trends impacting Hispanic consumers
  • Non-alcoholic drinks market size and forecasted growth for select category segments
  • Hispanic consumption of different segments of non-alcoholic drinks
  • Drivers and key occasions for consuming nonalcoholic drinks
  • Attitudes and preferences regarding nonalcoholic drinks
  • Strategies beverage brands can use to drive consumption and loyalty from Hispanic audiences

The vibrant and growing Hispanic audience plays a critical and growing role in driving revenue across many categories of drinks, especially CSDs and coffee.

Fiona O’Donnell, Senior Director – Lifestyles, Culture & Identity, Multicultural, Travel & Leisure

Table of Contents

  1. Executive Summary

    • What you need to know
    • Consumer trends: key takeaways
    • Market size & forecast
    • Outlook for Hispanics and non-alcoholic beverages
    • Opportunities
  2. Target Audience Overview

    • Hispanics by the numbers
    • A growing and influential population
    • Graph 1: percent of US population, by Hispanic origin, 2018-28
    • Graph 2: percent of US population, by race, 2018-28
    • A young population with nearly three in 10 under age 18
    • Graph 3: population age distribution, by Hispanic vs all, 2023
    • Hispanic population aging over time
    • Larger family households are the norm
    • Graph 4: household types, by race and Hispanic origin, 2021
    • While Hispanic household income lags, buying power is rapidly increasing
    • Graph 5: median household income, by race and Hispanic origin, 2022
    • Nearly half are middle-/upper-middle class
    • Graph 6: household income distribution, by Hispanic vs all, 2022
    • Majority of US Hispanics are of Mexican origin
  3. The Market

    • Market context
    • "Better than before", but not necessarily all better
    • Market drivers
    • Growing interest in functional/BFY
    • Graph 7: functional drink interest – any interest, by Hispanic consumers vs all, 2023
    • Hispanics retain a positive outlook
    • Graph 8: major life changes expected in next year, by race and Hispanic origin, 2023
    • Market size and forecast
    • Market summary
    • CSDs and water are dominant segments in non-alcoholic beverages, overall
    • Graph 9: retail sales of non-alcoholic drinks, by segment, in current prices ($ millions), 2023
    • Energy drinks forecast to experience most rapid growth
    • Graph 10: retail sales of non-alcoholic drinks, by segment, in current prices ($ millions), 2028 (fore)
    • Retail sales and forecast of non-alcoholic drinks, by select segments
  4. Consumer Insights

    • Consumer fast facts
    • Consumer fast facts, cont.
    • Beverage consumption trends
    • A wide range of beverages consumed
    • Graph 11: Hispanics' non-alcoholic beverage consumption in the past three months (NETs), 2024
    • Non-alcoholic beverage NETs: definitions
    • More Hispanics than non-Hispanics drink coffee (among English-speaking Hispanics)
    • More Hispanics than non-Hispanics drink CSDs (among English-speaking Hispanics)
    • Potential opportunities for segment growth
    • Regular CSDs, 100% juice, and coffee/coffee drinks prepared at home are the most popular choices
    • Graph 12: Hispanic non-alcoholic beverage consumption in the past three months – detail and NETs, 2024
    • Coffee/coffee drinks, CSDs lead in frequency
    • Graph 13: frequency of drinking specific non-alcoholic beverages, by select beverage type, 2024
    • Coffee, juice in the AM; water, CSDs throughout the day
    • Morning meals are key beverage occasions
    • Graph 14: occasions for drinking specific non-alcoholic beverages, by select beverage type, 2024
    • Factors driving drink choice
    • Taste matters most for acculturated Hispanics
    • Graph 15: factors driving beverage choice, by acculturation level (any rank), 2024
    • Women more focused on hydration
    • Graph 16: factors driving beverage choice, by gender (any rank), 2024
    • Parents interested in mood/focus functions
    • Graph 17: factors driving beverage choice, by parental status (any rank), 2024
    • Younger consumers look for more from non-alcoholic drinks
    • Shifting needs for different age groups
    • Graph 18: most important factors for choosing a beverage to drink (any rank), by age, 2024
    • Attitudes toward non-alcoholic beverages
    • Balancing natural and functional ingredients
    • Younger, less acculturated Hispanics read labels
    • Graph 19: attitudes toward non-alcoholic beverages – ingredients (agree), by age/gender and acculturation level, 2024
    • Real sugar sweetens the deal
    • Younger consumers and parents most focused on health
    • Graph 20: attitudes toward non-alcoholic beverages – health/sugar (agree), by age and parental status, 2024
    • Some concerns around cost – especially for middle-income Hispanics
    • Graph 21: attitudes toward non-alcoholic beverages – price (agree), by household income, 2024
    • Be sustainable – but don't forget to have fun
    • Young men care most about sustainability
    • Graph 22: attitudes toward non-alcoholic beverages – sustainability/packaging/social media (agree), by gender/age and parental status, 2024
    • Coffee/coffee drinks consumption and drivers
    • Coffee drinking increases with age and parenthood
    • Coffee drinking increases with age, parenthood
    • Graph 23: coffee/coffee drinks consumption in the past three months, by key demographics, 2024
    • Attract younger Hispanics by injecting fun and celebrating identity on social media
    • Café Bustelo celebrates its Hispanic cultural identity through Instagram reels
    • Part of the daily routine
    • Graph 24: frequency of drinking coffee/coffee drinks, index to all measured beverage types*, 2024
    • Drive morning coffee for parents and newcomers
    • Seniors begin the day with coffee
    • Sticking to the tried and true?
    • Graph 25: most important factors for purchasing coffee/coffee drinks (any rank), index to all measured beverage types*, 2024
    • Innovation not a significant factor for coffee
    • Graph 26: coffee innovations of interest, index to all measured beverage types*, 2024
    • CSD consumption and drivers
    • Hispanic dads an important audience for CSDs
    • Graph 27: CSDs consumption in the past three months, by key demographics, 2024
    • A weekly treat
    • Graph 28: frequency of drinking CSDs, index to all measured beverage types*, 2024
    • Opportunity to grow through driving use occasions
    • Mealtime most common occasion to drink CSDs
    • Pairing CSDs with meal deals is a win-win
    • All in the family for CSDs?
    • Graph 29: most important factors for purchasing CSDs (any rank), index to all measured beverage types*, 2024
    • CSD innovation interests center on variety and sweeteners
    • Graph 30: CSDs innovations of interest, index to all measured beverage types*, 2024
    • Variety packs and natural ingredients can attract Hispanic CSD consumers
    • Juice/juice drinks consumption and drivers
    • Younger, acculturated Hispanics biggest juice/juice drinks consumers
    • Graph 31: juice/juice drinks consumption in the past three months, by key demographics, 2024
    • Daily to weekly frequency most common for juice
    • Graph 32: frequency of drinking juice/juice drinks index to all measured beverage types*, 2024
    • Give Hispanics a reason to drink both in the morning and with meals
    • Morning meals are key occasions for juice/juice drinks
    • Natural ingredients and flavor key purchase drivers
    • Graph 33: most important factors for purchasing juice/juice drinks (any rank), index to all measured beverage types*, 2024
    • Return of concentrates?
    • Graph 34: juice/juice drinks innovations of interest, index to all measured beverage types*, 2024
    • Sports/energy/performance drinks consumption and drivers
    • Men key audience for the category
    • Graph 35: sports/energy/performance drink consumption in the past three months, by key demographics, 2024
    • Few consume sports/energy/performance drinks daily
    • Graph 36: frequency of drinking sports/energy/performance drinks, index to all measured beverage types*, 2024
    • Break out of the exercise box
    • Exercise the key occasion for sport/energy/performance drinks
    • Sales and promotions an important driver
    • Graph 37: most important factors for purchasing sports/energy/performance drinks (any rank), index to all measured beverage types*, 2024
    • Potential for functionality beyond physical: mood-boosting garners interest
    • Graph 38: sports/energy/performance drinks innovations of interest, index to all measured beverage types*, 2024
    • Mood and cognitive health benefits from smaller brands
  5. Competitive Strategies

    • Launch activity and innovation
    • Choosing between fun and BFY
    • Emphasize origin when it comes to coffee
    • Leverage traditional flavors
    • Marketing and advertising
    • Depict consumption throughout the day
    • Encourage families to enjoy drinks together
    • Position energy drinks as fueling everyday life
    • Zoa energy drink
    • Opportunities
    • Expand occasions to drive consumption
    • Opportunity to supplant coffee among the young?
    • Graph 39: coffee/coffee drinks consumption in the past three months, by age, 2024
    • Work with Hispanics on authentic representation
    • Offer solutions to busy parents
    • Graph 40: non-alcoholic beverage consumption in the past three months, by parental status, (NETs), 2024
    • The power of concentration
    • Use limited editions to make CSDs special
  6. Appendix

    • Market definition
    • Consumer Research Methodology
    • Generations
    • Abbreviations and terms
    • Retail sales and forecast, by select segment – inflation-adjusted

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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