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"When choosing how to spend their beverage dollars, Hispanics' country of origin, income, acculturation level and age drive their purchasing decisions," said Leylha Ahuile, senior multi-cultural analyst at Mintel. "Lifestyle is also important, including family size and the presence of children in the household."
According to the research, while Hispanics "over index" on nearly all non-alcoholic beverages, they are most likely of any ethnic/race group to consume thirst quenchers/sports drinks, at 56 percent vs. 38 percent of white consumers, 50 percent of black consumers and 39 percent of Asian consumers. Mintel also found that this is driven not only by the relative youth of the Hispanic market, but also the high likelihood that these consumers perform manual labor jobs, where thirst quenchers prove beneficial.
When it comes to alcoholic beverages, the research found Hispanics drink more imported beer than any other ethnicity (34 percent versus 28 percent of total population). However, wine is the least favorite alcoholic beverage among Hispanics, with only 23 percent saying they consume it versus 33 percent of the total population.
"Many U.S. Hispanics, particularly Mexicans, have not been exposed to wine in their home country, so there isn't a wine drinking culture or tradition," Ahuile added. "However, we expect this to change in the coming years as it is already on the rise. Between 2005 and 2010, the number of glasses of wine consumed by Hispanics per month increased by nearly 50 percent. Many of these Hispanic wine consumers are second or third generation and their level of acculturation is impacting their wine consumption habits."
When it comes to marketing to this growing and diverse group, all media channels and in both languages are important, Mintel added.