Description

This report provides comprehensive and current information and analysis of the US Hispanics: Feeding the Family market including market size, anticipated market forecast, relevant market segmentation, and industry trends for the Hispanics: Feeding the Family market in the US.

Current market landscape

Becoming part of Hispanics’ family feeding dynamic can represent significant growth opportunities, as Hispanics are younger and more likely to have children. Hispanic parents want to make their best effort to ensure their families eat healthfully and are pleased with the food. As they embark on this adventure, Hispanic parents aim to balance things on many fronts:

  • traditional gender roles (moms do most of the work)
  • societal changes (dad does his fair share)
  • Food purchase decisions and diet quality

Brands can provide guidance on both fronts and nurture relationships in the process.

Future market trends in US hispanics: Feeding the family

Read on to discover more about American lLatino food purchases, read our US Cooking in America Market Report 2021, or take a look at our other Food Market research reports.

Quickly understand

Covered in this report

Brands include: Pop-Tarts, Goya, Family Dollar, Sedano’s, Old El Paso, Walmart, Takis, Yakult, Chick-fil-A, Taco Bell, Blue Apron, Waffles and Mochi, Instant Pot, Stouffer’s, Kraft, Heinz, Aldi, Quaker Oatmeal.

Expert analysis from a specialist in the field

This report, written by Juan Ruiz, a leading analyst in the Hispanic Insights sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Hispanic parents have two fundamental objectives in their approach to feeding their families; they want to ensure their families eat healthy and they want to please them. As achieving these objectives contributes to strengthening their identity as parents, there are opportunities for brands to help Hispanic moms handle the (sometimes self-imposed) pressure and opportunities to help Hispanic fathers to grow their culinary abilities.
Juan Ruiz, Director Hispanic Insights
Juan Ruiz
Director Hispanic Insights

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • COVID-19: market context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on Hispanics and feeding the family
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on Hispanics and feeding the family, 2021
    • Opportunities and challenges
    • Frame your offering with the family in mind
      • Figure 2: Factors influencing what the family eats, 2021
    • Understand the meaning of convenience for your target market
      • Figure 3: Perceptions of types of foods – Convenience, by gender and language spoken at home, 2021
    • Hispanics spread their interest across a various types of wellbeing claims
      • Figure 4: Interest in claims, 2021
  3. Market Factors – Key Takeaways

    • Hispanic families’ numbers make them impossible to ignore
    • The pandemic renewed Hispanics need to search for value
  4. Hispanic Families by the Numbers

    • The Hispanic population is driving US population growth
      • Figure 5: US population, by race and Hispanic origin, 2016-26
    • Larger Hispanic households mean more mouths to feed
      • Figure 6: Households with related children under 18 in the household, by race and Hispanic origin of householder, 2020
      • Figure 7: Average number of people per household, by race and Hispanic origin, 2020
  5. Market Factors

    • Impact of COVID-19 on Hispanics and feeding the family
    • Immediate impact (2020)
    • Short term (2021)
    • Recovery (2022-25)
    • Deep dive into the current period:
    • Hispanic household income and inflationary trends prompts Hispanic parents to be value oriented
      • Figure 8: Median household income, by race and Hispanic origin of householder, 2019
      • Figure 9: Household income distribution by race and Hispanic origin of householder, 2019
      • Figure 10: Consumer Price Index change from previous year, 2020-21
  6. Marketing Opportunities and Competitive Strategies

    • Mintel Global Trend Drivers
      • Figure 11: Mintel Global Trend Drivers, 2021
    • Identity: reach Hispanics’ hearts through food
      • Figure 12: Attitudes toward feeding the family – Identity, 2021
    • Strategy: embracing the culture
      • Figure 13: Pop-Tarts creative – Day of the dead, 2021
    • Strategy: embracing the flavors
      • Figure 14: Goya Facebook post – Arroz con leche, 2021
    • Value: focus on key drivers
    • Strategy: challenging beliefs and reinforcing benefits
      • Figure 15: California Milk Processor Board creative, 2021
    • Strategy: create association with value-oriented retailers
      • Figure 16: Family Dollar Stores creative, 2021
    • Experiences: make feeding the family fun
      • Figure 17: Attitudes toward feeding the family – Experiences, 2021
    • Strategy: challenging home cooks with new recipes and ingredients
      • Figure 18: Sedano’s Facebook post, 2021
    • Wellbeing: make your case tangibly
      • Figure 19: Yakult Instagram post,2021
      • Figure 20: Attitudes toward feeding the family – Wellbeing, 2021
  7. The Consumer – Key Takeaways

    • Hispanics can be classified into four family feeding segments
    • Feeding the family is intrinsic to being parents
    • Spouses and kids have the most influence on what families eat
    • Taste matters but health has the final word
    • Three factors drive Hispanic parents’ food choices the most
    • COVID-19 prompted Hispanics to cook healthier foods
    • Hispanics interest in wellbeing claims is fragmented
  8. Feeding the Family Attitudinal Segments

    • Hispanic parents’ attitudes toward feeding their families are not homogeneous
    • The four segments
      • Figure 21: Feeding the family attitudinal segments, 2021
    • Conciliatory Feeders (41%)
      • Figure 22: Profile of Conciliatory Feeders, 2021
    • Devoted Feeders (23%)
      • Figure 23: Profile of Devoted Feeders, 2021
    • Unmotivated Feeders (19%)
      • Figure 24: Profile of Unmotivated Feeders, 2021
    • Rigid Feeders (16%)
      • Figure 25: Profile of Rigid Feeders, 2021
  9. Responsibility for Preparing Meals for Family

    • Most Hispanic parents are heavily involved preparing meals
      • Figure 26: Hispanic parents’ responsibility for preparing meals for the family, 2021
    • Hispanic moms are more likely to have ownership of preparing meals
    • Yet, younger Hispanic dads could play a bigger role in the kitchen
      • Figure 27: Responsibility for preparing meals for the family, by gender and age, 2021
    • Employed Hispanic moms don’t delegate responsibility
      • Figure 28: Responsibility for preparing meals for the family, by gender and employment status, 2021
    • Consider ways to add convenience to the process
      • Figure 29: Walmart Facebook post – Walmart+, 2021
  10. Factors Influencing What the Family Eats

    • Spouses and kids have significant influence
      • Figure 30: Factors influencing what the family eats, 2021
    • Social currency may get Hispanic men’s attention
      • Figure 31: Influence of “restaurants I like” on what the family eats, by gender, 2021
    • Restaurants can extend their brands
    • Social media influences younger Hispanic parents
    • Offer guidance, but let young Hispanic parents take ownership
      • Figure 32: Blue Apron Facebook post, 2020-21
    • The influence of children can lead to quality time together
      • Figure 33: Influence of “my children” on what the family eats, by gender, 2021
      • Figure 34: Waffles and Mochi Instagram post,2021
    • Influence of different factors increase as Hispanics speak more English
      • Figure 35: Factors influencing what the family eats, by language spoken at home, 2021
    • The influence of the “abuelas” fades as Hispanic parents get older
      • Figure 36: Influence of “my mom” on what the family eats, by age, 2021
  11. Perceptions of Types of Food

    • Health perceptions are critical when determining what to feed the family
    • Taste matters, but is not enough
    • Healthy foods and safe foods are synonyms
    • Hispanic parents don’t associate most types of food with a good value
    • Hispanic parents don’t associate any types of food with convenience
    • Frozen foods and canned foods have similar – and limited – appeal
      • Figure 37: Perceptions of types of foods, 2021
    • Language spoken at home impacts perception of convenience
      • Figure 38: Instant Pot Facebook post, 2021
      • Figure 39: Stouffer’s Facebook post, 2021
      • Figure 40: Stouffer’s Lasagna video ad, 2021
      • Figure 41: Perceptions of types of foods – Convenience, by gender and language spoken at home, 2021
  12. Food and Drink Choice Drivers

    • Hispanics are not “single-issue” food buyers
      • Figure 42: Important factors when choosing food and drinks for family, 2021
    • Taste is a top consideration as Hispanic parents look to keep the family happy
    • Use a combination of attributes to stand out
      • Figure 43: The Kraft Heinz Company video ad – Ketchup, 2021
    • The importance of cost shouldn’t be underestimated, though brand loyalty is a challenge
    • Older Hispanic parents focus more on taste, freshness, and health
    • Offer affordable premium products
      • Figure 44: ALDI USA Facebook post, 2021
    • Younger Hispanic parents focus less on functional factors and more on the experiential aspect of cooking
      • Figure 45: Important factors when choosing food and drinks for family, by gender and age, 2021
    • Hispanic culture impacts which factors Spanish-dominant Hispanics consider important
      • Figure 46: Important factors when choosing food and drinks for family, by language spoken at home, 2021
    • Focus on the primary benefits ahead of convenience when targeting Hispanic parents
      • Figure 47: Quaker Instant Oatmeal video ad, 2021
  13. How COVID-19 Changed Behaviors

    • COVID-19 created a renewed focus on healthier foods
      • Figure 48: Changes in feeding behaviors due to COVID-19, 2021
      • Figure 49: Changes in feeding behaviors due to COVID-19, by feeding the family attitudinal segments, 2021
    • More time in the kitchen didn’t prompt a search for convenience
      • Figure 50: Changes in feeding behaviors due to COVID-19 – Search for convenience, by gender and age, 2021
  14. Interest in Claims for Family Meals

    • Hispanics spread their interest across a various types of wellbeing claims
      • Figure 51: Interest in claims, 2021
    • Three types of claims can reach most Hispanic parents
      • Figure 52: TURF Analysis – Food trends, 2021
    • Affluent Hispanics are more open to health and wellness claims
      • Figure 53: Interest in claims, by household income, 2021
  15. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • TURF methodology
  16. Appendix – The Market

      • Figure 54: Hispanic share of the US population, by age, 2021
      • Figure 55: Births, by race and Hispanic origin of mother, 2018-19
  17. Appendix – The Consumer

      • Figure 56: Table – TURF Analysis – Food trends, 2021
      • Figure 57: Language Hispanics speak at home, by age, 2019-20
      • Figure 58: Hispanics’ language preference, by age, 2019-20

About the report

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