Hispanic Diet - US
Report description
How healthy are Hispanic consumers, including findings related to heart disease, diabetes, and access to health care?
What impact does acculturation have on behavior and values related to Hispanics' diet and health?
What are Hispanics are doing to watch their diets?
What are food producers, healthy lifestyle companies, and nutritional supplement companies doing to help Hispanics improve their health?
Table of contents
Scope and ThemesWhat you need to know
Definition
Data sources
Consumer survey data
Advertising
Abbreviations and terms
Abbreviations
Terms
Executive Summary
The health of the Hispanic consumer
The dieting Hispanic consumer
Diet trends
Weight loss trends
Weight management products
Nutritional supplements
Energy/diet snacks and bars
Vitamins and minerals
Marketing strategies
Hispanic U.S. population
Demographics
Acculturation
Insights and Opportunities
Changing the message means more than translation
National Pork Board rethinks Hispanic marketing approach
For authenticity, companies ask their Hispanic employees
Foods of Hispanic origin gaining widespread appeal among non-Hispanics
Inspire Insights
Trend: “A Simple Balance for Health”
The Health of the Hispanic Consumer
Key points
Discouraging medical facts at a glance
Figure 1: Leading causes of death in Hispanics, by all ages, 2006
Heart disease
Figure 2: Age-adjusted percentages of coronary heart disease, Hispanic vs. White, 2009
Diabetes
Figure 3: Age-adjusted percentage of persons with diabetes, Hispanic vs. White, 2008
More Mexican-Americans are becoming obese
Figure 4: Prevalence of obesity, by gender and ethnicity, selected years 1988-2008
Hispanics consume without considering calorie counts
Figure 5: Attitudes toward calories and incidence of dieting, Hispanic vs. non-Hispanic, February 2010-March 2011
Attitudes toward a healthy diet
Hispanics, often overconfident about their own health, eager to pay for a healthy lifestyle
Figure 6: Attitudes toward a healthy diet, by race/Hispanic origin, February 2010-March 2011
Hispanic men and women more concerned about a healthy diet as they age
Figure 7: Hispanics’ attitudes toward a healthy diet, by age and gender, February 2010-March 2011
Spanish-dominant Hispanics willing to pay up for their health and try new foods
Figure 8: Hispanics’ attitudes toward a healthy diet, by language spoken in the home, February 2010-March 2011
The Hispanic Dieting Consumer
Key points
Types of food and amounts consumed
Older Hispanics more likely to limit kind and amount of food they eat
Figure 9: Factors that influence consumer choices of the types of food consumed, by age and gender, June 2011
English-dominant Hispanics more likely to eat whatever they want
Figure 10: Factors that influence consumer choices of the types of food consumed, by language proficiency, June 2011
Reasons for limiting amount and/or kind of foods eaten
Hispanics watching their diet for general health and wellness
Figure 11: Reasons for limiting amount and/or kind of food eaten, by age and gender, June 2011
Spanish-dominants take preventive actions on their own
Figure 12: Reasons for limiting amount and/or kind of food eaten, by language proficiency, June 2011
Hispanics look to shed 35 pounds on average
Figure 13: Number of pounds consumers would like to shed, by gender, June 2011
Diet Trends
Key points
Watching one’s diet
Reflecting cultural traditions, majority of Hispanics not dieting
Figure 14: Likelihood of watching one’s diet, by race/Hispanic origin, February 2010-March 2011
Older Hispanics more likely to diet
Figure 15: Likelihood of watching one’s diet, age and gender, February 2010-March 2011
Marketers can educate less-acculturated Hispanics on the benefits of a healthy diet now
Figure 16: Likelihood of Hispanics watching one’s diet, by language spoken in the home, February 2010-March 2011
Reasons for watching one’s diet
Hispanics are looking to lose weight
Figure 17: Reasons for watching one’s diet, by race/Hispanic origin, February 2010-March 2011
Young Hispanics more concerned about weight loss
Figure 18: Reasons for Hispanics watching their diet, by age and gender, February 2010-March 2011
Food and diet trends
Dieting Hispanics interested in limiting fat, sugar, calories, and sodium
Figure 19: Types of food/diet trends that are of interest to Hispanic consumers, by age and gender, June 2011
Spanish-dominant Hispanics interested in wide variety of diet trends
Figure 20: Types of food/diet trends that are of interest to Hispanic consumers, by language proficiency, June 2011
Attitudes toward diets
Hispanics desire to treat themselves occasionally
Figure 21: Attitudes toward diets, by age and gender, June 2011
Spanish-dominant Hispanics look for locally grown foods
Figure 22: Attitudes toward diets, by language proficiency, June 2011
Weight Loss Trends
Key points
Types of weight loss/diet trends
Hispanics are very interested in functional foods
Figure 23: Level of interest in different types of weight loss/diet trends, by gender, June 2011
Spanish-dominant Hispanics more interested in weight loss/dieting trends
Figure 24: Level of interest in different types of weight loss/diet trends, by language proficiency, June 2011
Type of diet program adults are using
Despite prevalence of obesity, Hispanics not using dieting programs
Figure 25: Type of diet program currently being used, by race/Hispanic origin, February 200-March 2011
Weight Management Products
Key points
Recession leads to shift in diet habits
Figure 26: Total FDMx sales of weight control nutritionals—liquid/powder, at current prices, 2004-09
Summary of leading manufacturer sales
Figure 27: FDMx sales of key brands of weight management products in the U.S., 2009-10
Figure 28: Key brands of weight management products, by manufacturer, 2010
Nutritional Supplements
Key points
Usage and frequency
Hispanics using vitamin/mineral supplements as preventive measure
Figure 29: Usage and type of liquid breakfast and/or nutritional supplements used, by race/Hispanic origin, February 2010-March 2011
Hispanic use of liquid breakfast and/or nutritional supplements varies by age and gender
Figure 30: Usage and type of liquid breakfast and/or nutritional supplements used by Hispanics, by age and gender, February 2010-March 2011
More-acculturated Hispanics emulate U.S. culture, using weight loss products
Figure 31: Usage and type of liquid breakfast and/or nutritional supplements used by Hispanics, by language spoken in the home, February 2010-March 2011
Brands preferred by consumers
Hispanics purchasing store brands
Figure 32: Brands of liquid breakfast and/or nutritional supplements used by consumers, by race/Hispanic origin, February 2010-March 2011
Younger Hispanics purchasing “other brands”
Figure 33: Brands of liquid breakfast and/or nutritional supplements used by Hispanic consumers, by age and gender, February 2010-March 2011
Energy/Diet Snacks and Bars
Key points
Likelihood of usage and quantity
Hispanics eat energy/diet snack bars at much higher quantity
Figure 34: Likelihood of usage and average number of energy/diet snacks eaten, by race/Hispanic origin, February 2010-March 2011
Spanish-dominant Hispanics eat more energy/diet snacks
Figure 35: Likelihood of usage and average number of energy/diet snacks eaten by Hispanic, by language spoken in the home, February 2010-March 2011
Preferred brands
Figure 36: Preferred brand of energy/diet snacks eaten, by race/Hispanic origin, February 2010-March 2011
Brands that focus on Hispanics demonstrate success among the Spanish-dominant
Figure 37: Preferred brand of energy/diet snacks eaten by Hispanic, by language spoken in the home, February 2010-March 2011
Vitamins and Minerals
Key points
Usage and frequency
Hispanics less likely to use vitamins than non-Hispanics
Figure 38: Consumption of vitamins and/or minerals in tablets, capsules, or liquid form and quantity, by race/Hispanic origin, February 2010-March 2011
Spanish-dominant Hispanics less likely to use vitamins, indicating untapped market
Figure 39: Consumption by Hispanics of vitamins and/or minerals in tablets, capsules, or liquid form and quantity, by language spoken in the home, February 2010-March 2011
Type of vitamins and/or minerals consumed
Hispanics may have specific vitamin deficiencies
Figure 40: Type of vitamins and/or minerals in tablets, capsules, or liquid form consumed, by race/Hispanic origin, February 2010-March 2011
Marketing Strategies
Key points
Television
Marketing strategy: Emphasize the role of family
Figure 41: General Mills Ad, October, 2010
Figure 42: General Mills Ad, September, 2010
Marketing strategy: Appeal to multitasking Hispanic women
Figure 43: Walmart Ad, February, 2011
Online
Kraft Foods partners with celebrity chef, encourages users to submit recipes
General Mills reaches out to “mami-blogueras”
U.S. Hispanic Population
Key facts
U.S. population by race/Hispanic origin
Figure 44: Population, by race/Hispanic origin, 1970-2020
Figure 45: Asian, Black, and Hispanic populations, 1970-2020
Figure 46: Population, by race and Hispanic origin, 2000-15
The Hispanic and non-Hispanic population
The Hispanic and total U.S. population by age
Figure 47: U.S. Hispanic population, by age, 2005-15
Figure 48: Total U.S. population, by age, 2005-15
The Hispanic and total U.S. population by gender
Women
Figure 49: Hispanic women, by age, 2005-15
Figure 50: Total U.S. female population, by age, 2005-15
Men
Figure 51: Hispanic men, by age, 2005-15
Figure 52: Total U.S. male population, by age, 2005-15
Hispanic purchasing power
Figure 53: Purchasing power, by race/Hispanic origin, 2008
U.S. household income distribution
Figure 54: Median household income, by race and Hispanic origin of householder, 2008
Hispanic income levels
Figure 55: Largest Hispanic states, by Hispanic disposable income, 2005
The Hispanic household
Figure 56: Average household size, by Hispanic origin/race of householder, 2001 and 2008
Figure 57: Households, by number of persons in the household—Hispanics vs. all households, 2009
Figure 58: Households with children, by race/Hispanic origin of householder, 2009
Figure 59: Hispanic households, by presence and ages of children, 2009
Generations
Hispanics by generation
Figure 60: Generations—Hispanics vs. non-Hispanics, 2009
Figure 61: Fertility rate, by race and Hispanic origin of mother, 1998-2008
Hispanics by country of origin/heritage
Figure 62: Hispanic population by type, 2000-10
Figure 63: Graph: Hispanics, by country of origin/heritage, 2010
Hispanics by geographic concentration
Figure 64: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
Figure 65: Hispanic population by region of residence, 2000-10
Figure 66: Graph: Hispanic population, by region, 2010
Figure 67: 10 places* with highest number of Hispanics, 2010
Figure 68: 10 places* with the largest share of Hispanics, 2010
States with greatest Hispanic population growth
Figure 69: Five states with the greatest percentage of Hispanic growth, 2000-10
Key Hispanic metropolitan areas
Figure 70: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-08
Acculturation
What is acculturation?
Why is level of acculturation important?
Levels of acculturation
Figure 71: Hispanics, by acculturation and assimilation level, 1998-2008
What is retro-acculturation?
Appendix: Trade Associations
Related research categories
By market: United States (in North America)
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