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US Hispanics and Alcoholic Beverages market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Hispanics and Alcoholic Beverages market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

This Report covers expenditures by Hispanic consumers on alcoholic beverages for off-premise and on-premise consumption as well as an overview of the Hispanic alcoholic beverages market, with emphasis on consumption and perception of beer and spirits (wine is also included, but not to a similar depth). The Report includes a segmentation of the market based on attitudes toward alcoholic beverages and explores motivations why Hispanics consume alcoholic beverages, important factors when purchasing beer and spirits and associations of beverages with specific occasions.

Findings in this Report can be supplemented by analysis presented in Mintel’s Reports: Hispanics and Alcoholic Beverages – US, December 2016; Hispanic Consumers’ Lifestyles and Entertainment – US, January 2017 as well as Reports from Mintel’s Drink library such as Beer and Craft Beer – US, October 2017; Dark Spirits – US, November 2017; White Spirits – US, December 2017; and Wine – US, November 2016.

Expert analysis from a specialist in the field

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

Hispanic women over index for use of most beauty product categories. However, brands face challenges growing their share; Hispanic women tend to be young, value oriented, and their willingness to experiment and try new products makes achieving brand loyalty difficult. As brands aim to connect with Hispanic women and become part of their consideration set, it is not easy to stand out in a market that offers so many options. Juan Ruiz
Director of Hispanic Insights

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Relaxation yes, but there has to be something else
              • Figure 1: Hispanics’ top reasons for drinking alcoholic beverages, indexed to all, December 2017
            • Brand is really important
              • Figure 2: Reasons important to Hispanics when choosing beer – Select reasons, indexed to all, December 2017
            • Drinking occasions are key
              • Figure 3: Correspondence analysis – Association of alcoholic beverages and occasions, December 2017
            • The opportunities
              • Leveraging current drinkers
                • Figure 4: Hispanics’ consumption of alcoholic beverages, by language spoken at home and household income, July 2016-August 2017
              • The potential of bilingual/bicultural Hispanics
                • Figure 5: Hispanics’ consumption of spirits, by language spoken at home, July 2016-August 2017
              • The importance of defining drinking reasons
                • Figure 6: Top factors influencing Hispanics when choosing spirits – Select factors, indexed to all, December 2017
              • What it means
              • The Market – What You Need to Know

                • Hispanics’ expenditures on alcoholic beverages are growing but still below fair share
                  • It is a young market
                    • Hispanics are value oriented
                      • Hispanics have 20 countries of origin
                        • Hispanic drinkers are not all the same
                        • Market Size

                          • Hispanics spend $21.8 billion on alcoholic beverages
                              • Figure 7: Expenditures by Hispanic households for on-premise and off-premise alcoholic beverages, at current prices, 2012-17
                              • Figure 8: Expenditures by Hispanic households for on-premise and off-premise alcoholic beverages, at inflation-adjusted prices, 2012-17
                          • Market Factors

                            • The Hispanic market is young
                              • Figure 9: Population by Hispanic origin and generation, 2018
                            • Hispanics’ median household income is lower
                              • Figure 10: Median household income, by race and Hispanic origin of householder, 2016
                              • Figure 11: Household income distribution, by race and Hispanic origin of householder, 2015
                            • Low unemployment can give Hispanics confidence to spend
                              • Figure 12: Hispanic unemployment (seasonally adjusted), January 2007-November 2017
                            • Hispanics’ country of origin/descent includes 20 countries
                              • Figure 13: Hispanic population, by country of origin/heritage, 2015
                          • Alcoholic Beverages Attitudinal Segments

                            • There are four segments for Hispanics and alcoholic beverages
                                • Figure 14: Hispanics and alcoholic beverages dining out attitudinal segments, December 2017
                              • Social Justifiers (32%)
                                • Opportunities
                                  • Characteristics
                                    • Figure 15: Profile of Hispanic Social Justifiers, December 2017
                                  • Relaxed Drinkers (29%)
                                    • Opportunities
                                      • Characteristics
                                        • Figure 16: Profile of Hispanic Relaxed Drinkers, December 2017
                                      • Pragmatic Moderates (19%)
                                        • Opportunities
                                          • Characteristics
                                            • Figure 17: Profile of Hispanic Pragmatic Moderates, December 2017
                                          • Averse Drinkers (20%)
                                            • Opportunities
                                              • Characteristics
                                                • Figure 18: Profile of Hispanic Averse Drinkers, December 2017
                                            • What’s Happening? – What You Need to Know

                                              • Hispanics may be an important target for flavored launches
                                                • New cocktail recipes can be a way to connect with Hispanics
                                                  • Having a presence at the multiple retailer types is important
                                                    • The importance of being creative
                                                    • What’s Happening?

                                                        • Hispanics are more open to try flavored alcoholic beverages
                                                          • Figure 19: Consumption of flavored beer, by race and Hispanic origin, indexed to all, August 2017
                                                        • Hispanics over index for trying new cocktail recipes
                                                          • Figure 20: Attitudes toward spirits, by race and Hispanic origin, indexed to all, August 2017
                                                        • Hispanics buy alcoholic beverages in multiple places
                                                          • Figure 21: Purchase location for spirits, by race and Hispanic origin, indexed to all, August 2017
                                                        • Promoting categories
                                                          • Finding creative ways to stand out
                                                          • The Consumer – What You Need to Know

                                                            • Taste is not a priority
                                                              • The challenge to grow consumption of spirits and wine
                                                                • Younger Hispanics are key for beer brands
                                                                  • Brand is so important in beer
                                                                    • The importance of bilingual Hispanics to spirits
                                                                      • Spirits are for special occasions
                                                                        • Imported beers are suffocating craft/microbrewed beer
                                                                        • Why Do Hispanics Drink Alcoholic Beverages?

                                                                            • Fun can trump taste
                                                                              • Figure 22: Hispanics’ reasons for drinking alcoholic beverages, indexed to all, December 2017
                                                                              • Figure 23: Hispanics’ reasons for drinking alcoholic beverages – Select reasons, by gender and age, December 2017
                                                                            • “Focus on self” increases with acculturation
                                                                              • Figure 24: Hispanics’ reasons for drinking alcoholic beverages – Select reasons, by level of acculturation, December 2017
                                                                          • What Alcoholic Beverages Do Hispanics Drink?

                                                                              • Hispanics’ consumption of alcoholic beverages is discretionary
                                                                                • Figure 25: Hispanics’ consumption of alcoholic beverages, indexed to all, July 2016-August 2017
                                                                                • Figure 26: Hispanics’ consumption of alcoholic beverages, by language spoken at home and household income, July 2016-August 2017
                                                                            • Hispanics and Beer

                                                                                • Hispanic over index for imported beer
                                                                                  • Figure 27: Hispanics’ consumption of beer, indexed to all, indexed to all, July 2016-August 2017
                                                                                • Beer consumption decreases with age
                                                                                  • Figure 28: Hispanics’ consumption of beer, by age, July 2016-August 2017
                                                                                • More affluent Hispanics have more sophisticated tastes
                                                                                  • Figure 29: Hispanics’ consumption of beer, by household income, indexed to all, July 2016-August 2017
                                                                              • Important Factors When Choosing Beer

                                                                                  • Brand matters
                                                                                    • Figure 30: reasons important to Hispanics when choosing beer, indexed to all, December 2017
                                                                                  • Does local resonate with Hispanics?
                                                                                    • Figure 31: importance Hispanics give to local breweries when choosing beer, by key demographics, December 2017
                                                                                  • Does low-alcohol-content beer resonate with Hispanics?
                                                                                    • Figure 32: Importance Hispanics give to low alcohol content when choosing beer, by key demographics, December 2017
                                                                                • Hispanics and Spirits/Liquor

                                                                                    • What can other spirits learn from tequila?
                                                                                      • Figure 33: Hispanics’ consumption of spirits, indexed to all, July 2016-August 2017
                                                                                      • Figure 34: Hispanics’ consumption of spirits, by language spoken at home, July 2016-August 2017
                                                                                  • Important Factors When Choosing Spirits

                                                                                      • There has to be a reason
                                                                                          • Figure 35: Factors influencing Hispanics when choosing spirits, indexed to all, December 2017
                                                                                        • The influence of ingredients at home
                                                                                          • Figure 36: Factors influencing Hispanics when choosing spirits – Ingredients I already have at home, by key demographics, December 2017
                                                                                      • Associations of Beverages and Occasions

                                                                                          • Little differentiation in beer types highlights the importance of brand
                                                                                            • Occasions for spirits are narrower
                                                                                              • Wine is all about food
                                                                                                • Opportunities for spirits and wine
                                                                                                  • Figure 37: Correspondence analysis – Association of alcoholic beverages and occasions, December 2017
                                                                                                  • Figure 38: Association of alcoholic beverages and occasions, December 2017
                                                                                              • Appendix – Data Sources and Abbreviations

                                                                                                • Data sources
                                                                                                  • Sales data
                                                                                                    • Consumer survey data
                                                                                                      • Abbreviations and terms
                                                                                                        • Abbreviations
                                                                                                          • Terms
                                                                                                            • What is acculturation?
                                                                                                            • Appendix – The Consumer

                                                                                                                • Figure 39: Hispanics’ consumption of beer, by age, indexed to all, July 2016-August 2017
                                                                                                                • Figure 40: Hispanics’ consumption of beer, by household income, indexed to all, July 2016-August 2017
                                                                                                                • Figure 41: Hispanics’ consumption of spirits, by age, indexed to all, July 2016-August 2017
                                                                                                                • Figure 42: Hispanics’ consumption of spirits, by household income, indexed to all, July 2016-August 2017