米国におけるヒスパニック系人口と飲料市場

Abstract

Hispanics are the largest minority in the US, with purchasing power projected to exceed $1.2 trillion by 2012. This report provides industry stakeholders with information they need to assess growth opportunities and segregate target consumers by the level of acculturation.

Analysis includes:

• The key Hispanic subgroups carrying growth potential in the market
• How Hispanic household income determines shopping habits and choice of retail channels
• How marketers can expand their Hispanic consumer base
• How level of acculturation influence purchase behavior
• The influence of country of origin on beverage choices
• Hispanics' preference for certain non-alcoholic beverages
• Role of bilingual packaging in driving sales

This report examines consumption of beverages by Hispanics, comparing use of beverages by Hispanics against the general population. In addition, it examines differences within the Hispanic population according to relevant demographic variables, including nativity (whether native-born or immigrants), language spoken at home, heritage, household income, and region of residence. In addition, for questions that are asked about household consumption, the influence of children in the household is examined. For individual consumption, differences between men and women are considered.

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Data sources
• Consumer survey data
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Hispanics can provide growth--even in high-penetration beverages
• Value and convenience determine Hispanics' retail outlet choices for buying non-alcoholic beverages
• Diversity among Hispanics calls for local marketing strategies
• Acculturation and retro-acculturation--large factor in communicating with Hispanics
• Language remains a barrier between Hispanic consumers and marketers
• Hispanics present growth potential in fruit juice category
• Hispanics continue to drive growth in whole milk category
• Coffee remains the favorite hot beverage for Hispanics
• Hispanics--ideal target population for regular carbonated beverages
• Sports and energy drinks--the biggest growth potential from Hispanic consumers
• Hispanics continue to prefer imported beer over domestic beer
• Hispanic wine consumption differs greatly by demographics
• Targeting specific Hispanic demographics--key to increasing penetration
• Language can be a barrier to new product trials
• An Overview
• The Hispanic population--the fastest-growing minority group; the growth in numbers presents an opportunity for the beverage market
  • Figure 1: Population, by race and Hispanic origin, 2003-13
• Age distribution among Hispanic population bodes well for future growth in the beverage market
  • Figure 2: Young adults aged 18-34, by Hispanic origin, 2003-13
  • Figure 3: Incidence of drinking sports and energy drinks, by ethnicity, May 2006-June 2007
• Income
• Low median income underscores the importance of price promotion and value beverage shopping
  • Figure 4: Labor force participation, by Hispanic origin, 2005
  • Figure 5: Median household income, by race and Hispanic origin, 2006
• Due to the low household income, Hispanics are likely to gravitate towards value shopping
  • Figure 6: Choice of retail outlets to purchase beverages, January 2008
• This underscores the importance of price promotions to attract Hispanic consumers to the beverage aisle
  • Figure 7: Important considerations in purchasing non-alcoholic beverages, January 2008
• Hispanics have high collective purchasing power; reaching a larger base of consumers is crucial for growth
  • Figure 8: Hispanic disposable income, 1990-2012
• Expand consumer base to tap into collective purchasing power
• Hispanics exhibits higher growth in spending on non-alcoholic beverages, compared to non-Hispanics
  • Figure 9: Per capita expenditures on dairy, non-alcoholic beverages and alcoholic beverages, by Hispanic origin, 2005 and 2006
• Country of Origin and Nativity
  • Figure 10: Hispanics, by country of origin/heritage, 2006
  • Figure 11: Consumption of wine by Hispanics, by heritage, May 2006-June 2007
• Nativity creates difference in beverage preferences and purchase behavior
• Native-born Hispanics are likely to mirror beverage preferences and purchase behavior close to the general population
  • Figure 12: Native-born/foreign-born Hispanics, by country of origin/heritage, 2006
• The Hispanic Household
• Hispanics' above-average households will help drive growth in non-alcoholic beverages
  • Figure 13: Households, by presence of children and Hispanic origin, 2006
  • Figure 5: Average household size, by Hispanic origin/race of householder, 2001 and 2006
  • Figure 14: Households, by number of persons in the household--Hispanics vs. non-Hispanics 2006
• Hispanic families shop together; harness children power to drive growth
  • Figure 15: Shopping companion preferences--Hispanics vs. non-Hispanics, May 2006-June 2007
• Culture and Enculturation
• Culture--an important aspect in marketing to Hispanics
• Enculturation, acculturation and retro-acculturation
• Length of residence in the U.S.--an important acculturation assessment metric
  • Figure 16: Personal incidence of drinking carbonated beverages and household incidence of drinking milk, by length of stay in the U.S., May 2006-June 2007
• Language--a key indicator in assessing the level of acculturation of Hispanics
  • Figure 17: Level of acculturation, by language, May 2006-June 2007
• Level of acculturation by region
  • Figure 18: Language Hispanics speak in the home, by U.S. region, May 2006-June 2007
• Geographic Concentration
• Five states account for 68% of the total Hispanic population
  • Figure 19: Hispanic population in top five states, by country of origin, 2006
• Hispanics tend to live in big communities; top ten markets can serve as launch pad for the new beverages
  • Figure 20: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2006
  • Figure 21: Largest Hispanic Markets, by Hispanic disposable income, 2005
• Hispanic population by four major regions
  • Figure 22: Hispanic population in four regions, by country of origin, 2006
• Innovation and Innovators
• Fruit and vegetable juices
• Milk, and milk flavorings
• Coffee and tea
• Carbonated soft drinks
• Other non-alcoholic beverages
• Beer; new products imitate Hispanic taste palate
• Advertising and Promotion
• Heineken Premium light lager
  • Figure 23: Heineken Premium light lager, 2007
• Jose Cuervo Tequila
  • Figure 24: Jose Cuervo Tequila, 2007
• Smirnoff Ice
• Miller Lite
• Heineken
• Coca-Cola
• The People: Non-alcoholic Beverages
• Fruit and vegetable juices--Hispanic households have potential to drive growth in this segment
  • Figure 25: Household consumption of fruit and vegetable juice, by Hispanic origin, May 2006-June 2007
  • Figure 26: Household consumption of fruit and vegetable juice by Hispanics, by language spoken at home, May 2006-June 2007
  • Figure 27: Household consumption of fruit and vegetable juice by Hispanics, by number of people in household, May 2006-June 2007
  • Figure 28: Household consumption of fruit and vegetable juice by Hispanics, by heritage, May 2006-June 2007
• Milk, and milk flavorings
  • Figure 29: Household consumption of milk, by Hispanic origin, May 2006-June 2007
  • Figure 30: Hispanic household consumption of milk, by nativity, May 2006-June 2007
  • Figure 31: Household consumption of milk by Hispanics, by language spoken at home, May 2006-June 2007
• Coffee and tea
  • Figure 32: Household consumption of coffee and tea, by Hispanic origin, May 2006-June 2007
  • Figure 33: Household consumption of coffee and tea by Hispanics, by nativity, May 2006-June 2007
  • Figure 34: Household consumption of coffee and tea by Hispanics, by heritage, May 2006-June 2007
• Carbonated soft drinks
  • Figure 35: Individual consumption of carbonated soft drinks, by Hispanic origin, May 2005-June 2006
  • Figure 36: Individual consumption of carbonated soft drinks by Hispanics, by language spoken at home, May 2006-June 2007
  • Figure 37: Individual consumption of carbonated soft drinks, by heritage, May 2006-June 2007
• Other non-alcoholic beverages
  • Figure 38: Individual consumption of other non-alcoholic beverages, by Hispanic origin, May 2006-June 2007
  • Figure 39: Individual consumption of other non-alcoholic beverages by Hispanics, by nativity, May 2005-June 2006
• The People: Attitudes and Motivation
• Important product attributes and considerations in purchasing non-alcoholic beverages
  • Figure 40: Important product attributes and considerations in purchasing non-alcoholic beverages, by age, January 2008
• Influence of marketing and promotions on non-alcoholic beverage purchase
  • Figure 41: Influencers in non-alcoholic beverage purchase, by age, January 2008
• Supermarkets have opportunities to drive growth by increasing penetration
  • Figure 42: Choice of retail outlets to purchase beverages, by level of acculturation, January 2008
• The People: Alcoholic Beverages
• Beer
  • Figure 43: Incidence of personal beer consumption, by Hispanic origin, May 2006-June 2007
• Distilled spirits
  • Figure 44: Incidence of Hispanics' consumption of distilled spirits and cordials/liqueurs, by heritage, May 2006-June 2007
  • Figure 45: Consumption of distilled spirits and cordials/liqueurs by Hispanics, by income, May 2006-June 2007
• Wine
  • Figure 46: Consumption of wine, by Hispanic origin, May 2006-June 2007
  • Figure 47: Consumption of wine by Hispanics, by nativity, May 2006-June 2007
  • Figure 48: Consumption of wine by Hispanics, by heritage, May 2006-June 2007
• Other alcoholic beverages
  • Figure 49: Consumption of other alcoholic beverages by Hispanics, by nativity, May 2006-June 2007
• Appendix: Other Useful Consumer Tables
• Fruit and vegetable juices
  • Figure 57: Household consumption of fruit and vegetable juice by Hispanics, by presence of children in household, May 2005-June 2006
• Milk and milk flavorings
  • Figure 58: Household consumption of milk by Hispanics, by presence of children in household, May 2006-June 2007
• Coffee and tea
  • Figure 59: Household consumption of coffee and tea by Hispanics, by income, May 2006-June 2007
  • Figure 60: Household consumption of coffee and tea by Hispanics, by language spoken at home, May 2006-June 2007
  • Figure 61: Household consumption of coffee and tea by Hispanics, by presence of children, May 2006-June 2007
• Carbonated soft drinks
  • Figure 62: Individual consumption of carbonated soft drinks by Hispanics, by nativity, May 2006-June 2007
  • Figure 63: Individual consumption of carbonated soft drinks by Hispanics, by gender, May 2006-June 2007
  • Figure 64: Individual consumption of carbonated soft drinks by Hispanics, by income, May 2006-June 2007
  • Figure 65: Individual consumption of carbonated soft drinks by Hispanics, by presence of children in household, May 2006-June 2007
• Other non-alcoholic beverages
  • Figure 66: Individual consumption of other non-alcoholic beverages by Hispanics, by language spoken at home, May 2006-June 2007
  • Figure 68: Individual consumption of other non-alcoholic beverages by Hispanics, by gender, May 2006-June 2007
  • Figure 69: Individual consumption of other non-alcoholic beverages by Hispanics, by presence of children in household, May 2006-June 2007
  • Figure 70: Individual consumption of other non-alcoholic beverages by Hispanics, by region, May 2006-June 2007
  • Figure 71: Individual consumption of other non-alcoholic beverages by Hispanics, by age, May 2006-June 2007
• Alcoholic beverages
• Beer
  • Figure 72: Incidence of personal beer consumption by Hispanics, by nativity, May 2006-June 2007
  • Figure 73: Incidence of personal beer consumption by Hispanics, by language spoken at home, May 2006-June 2007
  • Figure 74: Incidence of personal beer consumption by Hispanics, by gender, May 2006-June 2007
  • Figure 75: Incidence of personal beer consumption by Hispanics, by income, May 2006-June 2007
• Distilled spirits
  • Figure 76: Consumption of distilled spirits and cordials/liqueurs, by Hispanic origin, May 2006-June 2007
  • Figure 77: Consumption of distilled spirits and cordials/liqueurs by Hispanics, by nativity, May 2006-June 2007
  • Figure 78: Consumption of distilled spirits and cordials/liqueurs by Hispanics, by language spoken at home, May 2006-June 2007
  • Figure 79: Consumption of distilled spirits and cordials/liqueurs by Hispanics, by gender, May 2006-June 2007
  • Figure 80: Consumption of distilled spirits and cordials/liqueurs by Hispanics, by age, May 2006-June 2007
• Wine
  • Figure 81: Consumption of wine by Hispanics, by gender, May 2006-June 2007
• Other alcoholic beverages
  • Figure 82: Consumption of other alcoholic beverages, by Hispanic origin, May 2006-June 2007
  • Figure 83: Consumption of other alcoholic beverages by Hispanics, by gender, May 2006-June 2007
• Appendix: Trade Associations