2021
9
US Hispanics’ Snacking Trends Market Report 2021
2021-02-11T03:01:31+00:00
OX1040987
3695
134154
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Report
en_GB
“The pandemic created an environment conducive to snacking. Hispanics embrace variety in snacking; however, they aren’t necessarily following general market trends. Cultural differences drive their interest in Latin American brands…

US Hispanics’ Snacking Trends Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of Hispanic’s Snacking Trends U.S market including the behaviours, preferences and habits of the consumer.

The Hispanic market has the size and youth, as well as positive attitudes toward snacking, to be a prime target for snack brands. Their already positive attitudes improved during the pandemic, as consumption shifted to home. Two main factors drive Hispanics’ consumption of snacks: emotion, which includes flavor and indulgence among other things, and health. While different Hispanic segments give different weight to each of the factors, they are intrinsically connected and can’t be separated – brands that combine them in their value proposition will be in a better position to stand out.

Quickly understand

  • The impact of COVID-19 on Hispanics’ approach to snacking.
  • Hispanics’ differing attitudes toward snacking and what it means for brands.
  • The importance of Hispanic snacks to drive traffic and engagement in the category.
  • How flavors that are culturally relevant can make a difference in the Hispanic market.

Covered in this report

Brands featured: Walmart, Frito-Lay, LAY’s, Takis, Cheetos, and many more.

Expert analysis from a specialist in the field

Written by Juan Ruiz, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The pandemic created an environment conducive to snacking. Hispanics embrace variety in snacking; however, they aren’t necessarily following general market trends. Cultural differences drive their interest in Latin American brands and flavor selection. Hispanics are showing more positive attitudes toward snacking and they are looking for justification for snacking in different places. Brands that can leverage health and indulgence with value and identity will be in a better position to stand out.

Juan Ruiz
Director of Hispanic Insights

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: market context
          • Executive Summary

              • Top takeaways
                • Market overview
                    • Figure 1: Hispanics’ snacking segments, October 2016, November 2018 and October 2020
                  • Impact of COVID-19 on Hispanics and snacking trends
                    • Figure 2: Short, medium and long term impact of COVID-19 on Hispanics and snacking trends, January 2021
                  • Opportunities and challenges
                    • Maximize impact around health
                      • Figure 3: Types of snack consumed in past three months and net perceived change in consumption vs a year ago, October 2020
                    • Understand your turf
                      • Figure 4: Types of snack consumed in past three months, by snacking attitudinal segments, October 2020
                    • Leverage culturally relevant flavors
                      • Figure 5: Preferred snacks’ flavors, indexed to all, October 2020
                    • Address the now (ie in-home), but also think beyond COVID-19 (ie on-the-go)
                      • Figure 6: Changes in snacking behavior due to COVID-19 and snacks purchase location by changes in behavior due to COVID-19, October 2020
                  • The Market – Key Takeaways

                    • The Hispanic market
                      • Snacks provide a much needed break during COVID-19
                        • Uncertainty still brings some anxiety
                          • Taste is just the starting point
                          • Hispanics by the Numbers

                            • Size and youth make the Hispanic market a critical target
                              • Figure 7: US population, by race and Hispanic origin, 2016-26
                              • Figure 8: US population distribution across age groups, by Hispanic origin, 2021
                            • Larger household sizes indicate significant appetite for snacks
                              • Figure 9: Average number of people per household, by race and Hispanic origin, 2018
                              • Figure 10: Households with related children, by race and Hispanic origin of householder, 2018
                            • Impact of COVID-19 on Hispanics and snacking trends
                              • Figure 11: Short, medium and long term impact of COVID-19 on Hispanics and snacking trends, January 2021
                            • Lockdown
                              • Re-emergence
                                • Recovery
                                  • Learnings from the last recession
                                  • Market Factors

                                    • Hispanics are value-oriented consumers
                                      • Figure 12: Median US household income, by race and Hispanic origin of householder, 2019
                                      • Figure 13: US household income distribution, by race and Hispanic origin of householder, 2019
                                    • Unemployment is improving, but challenges persist
                                      • Figure 14: Seasonally adjusted unemployment, total US vs Hispanics, January 2007-November 2020
                                      • Figure 15: Consumer Sentiment Index, January 2007-December 2020
                                  • Market Opportunities

                                    • Various Global Trend Drivers influence Hispanics’ snack choices
                                      • Offer tasty BFY options
                                        • Figure 16: Babybel – Join the Goodness, June, 2020
                                        • Figure 17: Hispanics’ attitudes toward snacks’ health and taste, October 2016, November 2018 and October 2020
                                      • Provide reasons for justification
                                        • Figure 18: Hispanics’ attitudes toward snacks and indulgence, October 2016, November 2018 and October 2020
                                      • Focus on fewer recognizable ingredients
                                        • Figure 19: Hispanics’ attitudes toward snacks and indulgence, October 2016, November 2018 and October 2020
                                    • Competitive Strategies

                                      • Staying top-of-mind is a challenge
                                        • Figure 20: Frito-Lay creative with Walmart, October-December, 2020
                                        • Figure 21: Households that are sole brand users in each snack category, by Hispanic origin, indexed to all, April 2019-June 2020
                                      • Promoting size and value
                                        • Figure 22: LAY’S Instagram post, November-December, 2020
                                      • Leveraging brand equity
                                        • Figure 23: Barcel SA de CV Facebook post for Takis, January, 2021
                                        • Figure 24: Frito-Lay Facebook post for Cheetos, November 2020-January 2021
                                    • The Consumer – Key Takeaways

                                      • There are five ways Hispanics approach snacking
                                        • It’s a crowded field
                                          • Hispanics consume more snacks at home due to COVID-19
                                            • Latin American brands have significant upside potential
                                              • Hispanics don’t follow mainstream flavor trends
                                                • There is value in selling snacks from Latin American brands
                                                • Snacking Attitudinal Segments

                                                    • Snacks are playing a bigger role in Hispanics’ diets
                                                        • Figure 25: Hispanics’ snacking segments, October 2016, November 2018 and October 2020
                                                      • Indulgent Snackers (29%)
                                                        • Figure 26: Profile of Indulgent Snackers, October 2020
                                                      • Therapeutic Snackers (24%)
                                                        • Figure 27: Profile of Therapeutic Snackers, October 2020
                                                      • Unconcerned Snackers (24%)
                                                        • Figure 28: Profile of Unconcerned Snackers, October 2020
                                                      • Conscious Snackers (14%)
                                                        • Figure 29: Profile of Conscious Snackers, October 2020
                                                      • Averse Snackers (10%)
                                                        • Figure 30: Profile of Hispanic Averse Snackers, October 2020
                                                    • Snacks Consumption

                                                      • Hispanics eat a variety of snack types
                                                          • Figure 31: Types of snacks consumed in past three months and net perceived change in consumption vs a year ago, October 2020
                                                          • Figure 32: Types of snacks consumed in past three months, by snacking attitudinal segments, October 2020
                                                        • Changes in consumption
                                                          • Figure 33: Perceived change in consumption vs a year ago for various snack categories, by key demographics, October 2020
                                                      • Changes in Snacking Behavior due to COVID-19

                                                        • COVID-19 drove snack consumption to at-home
                                                            • Figure 34: Changes in snacking behavior due to COVID-19, October 2020
                                                            • Figure 35: Changes in snacking behavior due to COVID-19, by snacking attitudinal segments, October 2020
                                                        • Attitudes toward Hispanic Snacks

                                                          • Is it beneficial to offer snacks from Latin American brands?
                                                              • Figure 36: Appeal of Latin American brands, by select demographics indexed to all Hispanics, October 2020
                                                            • Hispanic snacks: regular snack aisle or ethnic aisle?
                                                              • Figure 37: Regular vs ethnic aisle, by language spoken at home, October 2020
                                                            • Do Hispanic brands need bilingual packaging?
                                                                • Figure 38: Attitudes toward bilingual packaging, by language spoken at home and snacking attitudinal segments, October 2020
                                                            • Snack Flavors

                                                              • Hispanics are less open to experimenting with new flavors
                                                                • Figure 39: Hispanics’ attitudes toward snacks’ flavors, indexed to all, October 2020
                                                                • Figure 40: Attitudes toward snacks’ flavors, by age and snacking attitudinal segments, October 2020
                                                              • Culturally relevant flavors resonate with Hispanics
                                                                  • Figure 41: Preferred snacks’ flavors, indexed to all, October 2020
                                                                  • Figure 42: Preferred snacks’ flavors, by language spoken at home, October 2020
                                                                  • Figure 43: Preferred snacks’ flavors, by gender and age, October 2020
                                                              • Snacks Purchase Locations

                                                                • Presence at mass merchandisers and supermarkets is critical
                                                                    • Figure 44: Snack purchase locations – Past three months, October 2020
                                                                    • Figure 45: TURF analysis – Salty snacks purchase location, October 2020
                                                                    • Figure 46: Table – TURF analysis – Salty snacks purchase location, October 2020
                                                                  • Snacks from Latin America can drive Hispanic traffic
                                                                      • Figure 47: Snack purchase locations – Past three months, by Hispanics who like Latin American snacks, October 2020
                                                                      • Figure 48: Snack purchase locations – Past three months, by language spoken at home, October 2020
                                                                  • Appendix – Data Sources and Abbreviations

                                                                    • Data sources
                                                                      • Consumer survey data
                                                                        • Abbreviations and terms
                                                                          • Abbreviations
                                                                            • Terms
                                                                              • A note about acculturation
                                                                              • Appendix – Mintel Trend Drivers

                                                                                  • Figure 49: Mintel Trend Drivers and Pillars
                                                                              • Appendix – Consumer Data

                                                                                  • Figure 50: Language Hispanics speak at home, by age, April 2019-June 2020
                                                                                  • Figure 51: Brands of potato chips eaten at home the most, by Hispanic origin, indexed to all, April 2019-June 2020
                                                                                  • Figure 52: Brands of crackers, saltines, graham crackers eaten at home the most, by Hispanic origin, indexed to all, April 2019-June 2020
                                                                                  • Figure 53: Brands of nuts eaten at home the most, by Hispanic origin, indexed to all, April 2019-June 2020
                                                                                  • Figure 54: Brands of other chips eaten at home the most, by Hispanic origin, indexed to all, April 2019-June 2020
                                                                                  • Figure 55: Brands of popcorn eaten at home the most, by Hispanic origin, indexed to all, April 2019-June 2020
                                                                                  • Figure 56: Brands of pretzels eaten at home the most, by Hispanic origin, indexed to all, April 2019-June 2020
                                                                                  • Figure 57: Brands of snack cakes eaten at home the most, by Hispanic origin, indexed to all, April 2019-June 2020
                                                                                  • Figure 58: Brands of cereal/granola bars personally eaten the most, by Hispanic origin, indexed to all, April 2019-June 2020
                                                                                  • Figure 59: Brands of ready-to-eat-cookies eaten at home the most, by Hispanic origin, indexed to all, April 2019-June 2020

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