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The $3 billion market for shelf-stable, refrigerated, and frozen Mexican foods includes consumers of Hispanic origin—but also extends far beyond
them. The growing Hispanic population is exerting a profound cultural effect upon the U.S. as a whole, and consumers from many regions and ethnic
backgrounds have developed a craving for "el sabor Latino." As their palates become fluent in Spanish, consumers are moving beyond Mexican
to explore a host of Hispanic foods and flavors.
This new report looks at every segment of this dynamic market, examining trends for growth and projecting sales of Hispanic foods through 2008. It
analyzes consumer demographics and their current and projected impact on sales of Hispanic foods. It provides up-to-date competitive profiles of
marketers of both mainstream and authentic Hispanic products - including a look at smaller, up-and-coming companies - and discusses the influence of
the restaurant and foodservice business as a driver of retail trends. The report also spotlights new products and current advertising trends, and
offers readers trends and marketing opportunities within this burgeoning industry.
Report Methodology
The information in The U.S. Market for Hispanic Foods is based on both primary and secondary research. Primary research involved on-site
examination of the retail milieu, interviews with marketing, public relations and industry analysts within the Hispanic food market and consultants to
the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged
Facts has derived supermarket sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer
advertising expenditures are based primarily on data (copyright 2001) compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic
advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data
for spring 2002. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of
Marketing Intelligence Service Ltd.
Why We Published This Report
The growing numbers - and influence - of the Hispanic population in the United States should be no secret to marketers of most any product; food
products are certainly no exception. And it' s not as if Hispanic (read Mexican) food products are new to the American consumer: tacos, salsa,
burritos and nachos are staples of American dining-out and, increasingly, in-home eating habits. But what' s changed is the "Latinization"
trend of what are considered traditional "American" foods - dulce de leche ice cream is the oft-cited example, and there are plenty others.
Clearly, the American consumer is "hot" for the cuisine of Latin America, Mexican of course but with an expanding eye on other
Central American nations, as well as opening the palate to the foods of South America and the Caribbean. And the food industry is responding with
gusto. Major mainstream marketers, such as Kraft and Nestle, have identified expansion in the Hispanic market as a significant component of their
growth strategies. Investors are looking to smaller, niche Latino marketers as today' s growth alternative to dot.coms and telecom companies.
We' ve looked at the data, talked to the experts and analyzed the information, and concluded that that the time was right for a new report on this
growing industry.
What You' ll Get in this Report
Unlike other market research reports, the focus is solely on current and emerging Hispanic food trends. The report is arranged in the following
segments:
- The Market (including market size and composition, and projected market growth)
- The Marketers (including discussions of specific marketer brand and market shares)
- Competitive Profiles (of the mainstream marketers, Hispanic-food specialists and up-and-coming niche players, and analyses of the products they
market)
- Retail Strategies
- The Foodservice Factor (discussing food service as a culinary trend leader)
- The Consumer (who' s buying what, and where)
- The Products
- Trends and Opportunities
- Figures on Advertising and Promotion
Plus, you' ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs
How You Will Benefit from this Report
If your company is already competing in the Hispanic food market, or is considering making the leap, you will find this report invaluable, as it
provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the
current market for Hispanic foods, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis
of sales data from Information Resources Inc. and other published and trade sources, a detailed discussion of the consumer for Hispanic foods based on
Simmons data.
This report will help:
- Marketing Managers identify market opportunities and develop targeted promotion plans for Hispanic foods.
- Research and development professionals stay on top of competitor initiatives and explore demand for products in the Hispanic foods market.
- Advertising agencies working with clients in the food industry understand the Hispanic food buyer - be they of Latin origin or not - to develop
messages and images that compel consumers to purchase Hispanic food products.
- Business development executives understand the dynamics of the market and identify possible partnerships.
- Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital
information they need to do their jobs more effectively.
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