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
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Executive Summary
- What you need to know
- Consumer trends: key takeaways
- Market size & forecast
- Outlook for Hispanics and non-alcoholic beverages
- Opportunities
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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
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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
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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
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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
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Appendix
- Market definition
- Consumer Research Methodology
- Generations
- Abbreviations and terms
- Retail sales and forecast, by select segment – inflation-adjusted
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