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Hispanic Consumers and Dining Out - US - January 2015

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Calculations
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Acculturation
EXECUTIVE SUMMARY
Hispanics’ expenditures on dining out projected to double between 2009 and 2019
Figure 1: Expenditures and forecast of Hispanics on dining out fan chart forecast, at current prices, 2009-
19
Both full- and limited-service restaurants contributing to Hispanics’ expenditures on dining out
growth
Figure 2: Expenditures of Hispanic consumers on dining out, by segment, at current prices, 2012 and
2014
Hispanics go where they feel welcomed and where they find good value
Figure 3: Restaurant type Hispanics ordered from in the past month by meal type – Any visit, November
2014
Lunch is rather quick; dinner more relaxed
Figure 4: Correspondence analysis, January 2015
Children are present and influencing where Hispanics eat
Figure 5: Presence of children when Hispanics go out to eat – Children of any age, by level of
acculturation, November 2014
Children have more influence at unacculturated households
Figure 6: Factors influencing restaurant choices among Hispanics, by level of acculturation, November
2014
Higher household incomes empower Hispanics to explore new or different dishes
Figure 7: Hispanics’ personal dining habits for appetizers/entrées/sides, by household income, November
2014
Unacculturated and bicultural Hispanics more likely to eat desserts, but in a “conscious” way
Figure 8: Hispanics’ personal dining habits for desserts, by level of acculturation, November 2014
What we think
ISSUES AND INSIGHTS
Leveraging recommendations
The issues
The implications
Extending reach during the day
The issues
The implications
Creating guiltless desserts
The issues
The implications
TREND APPLICATION
Trend: Experience Is All
Trend: Influentials
Trend: Supernanny State
MARKET SIZE AND FORECAST
Key points
Market for Hispanics’ dining out projected to double between 2009 and 2019
Figure 9: Expenditures and forecast of Hispanic consumers on dining out, at current prices, 2009-19
Figure 10: Expenditures and forecast of Hispanic consumers on dining out, at inflation-adjusted prices,
2009-19
Fan chart forecast
Figure 11: Expenditures and fan chart forecast of Hispanic consumers and dining out, at current prices,
2009-19
MARKET DRIVERS
Key points
Population growth
Figure 12: Population by race and Hispanic origin, 2009-19
Hispanics’ purchasing power projected to reach $1.6 trillion by 2018
Figure 13: Purchasing power, by race/Hispanic origin, 1990-2018
Hispanic market becoming bicultural
SEGMENT PERFORMANCE OVERVIEW
Key points
Both full- and limited-service restaurants contributing to Hispanic dining out growth
Figure 14: Expenditures of Hispanic consumers on dining out, by segment, at current prices, 2012 and
2014
SEGMENT PERFORMANCE – FULL-SERVICE RESTAURANTS
Key points
Hispanics’ expenditures on full-service restaurants expected to grow 27% in the next five
years
Figure 15: Expenditures and forecast of Hispanic consumers at full-service restaurants, at current prices,
2009-19
Figure 16: Expenditures and forecast of Hispanic consumers at full-service restaurants, at inflationadjusted
prices, 2009-19
SEGMENT PERFORMANCE – LIMITED-SERVICE RESTAURANTS
Key points
Hispanics’ search for value and convenience makes them gravitate toward limited-service
restaurants
Figure 17: Expenditures and forecast of Hispanic consumers at limited-service restaurants, at current
prices, 2009-19
Figure 18: Expenditures and forecast of Hispanic consumers at limited-service restaurants, at inflationadjusted
prices, 2009-19
INNOVATIONS AND INNOVATORS
Innovative kids’ menus
Figure 19: Kids LiveWell Turns 3! video, July 2014
Figure 20: Bob Evans participates in Kids LiveWell Program, April 2013
No tipping, please
Innovations on payment methods
Figure 21: Pay with OpenTable: restaurant mobile payments video, September 2014
MARKETING STRATEGIES
Theme: Being part of their lives
Figure 22: McDonald’s “First Customer” TV spot, February 2014
Figure 23: McDonald’s Cancha TV spot, March 2013
Theme: Communicate positive changes
Figure 24: At Chili’s, Fresh is now TV spot, October 2014
Theme: Bueno, bonito, y barato (Good, nice, and cheap)
HISPANIC CONSUMERS AND DINING OUT
Key points
Where Hispanics are dining out
Figure 25: Restaurant type Hispanics ordered from – Any visit, by gender and age, November 2014
Figure 26: Restaurant type Hispanics ordered from – Any visit, by level of acculturation, November 2014
As household income increases, Hispanics look for more variety
Figure 27: Restaurant type Hispanics ordered from by meal type – Any visit, by household income,
November 2014
Lunch is rather quick; dinner more relaxed
Correspondence analysis
Figure 28: Correspondence analysis, November 2014
Figure 29: Restaurant type Hispanics ordered from by type of meal – Any visit, by gender and age,
November 2014
McDonald’s leads strong in a highly fragmented fast food market
Figure 30: Fast food or drive-in restaurant chains Hispanics visit – any meal, by region, April 2013-June
2014
HISPANICS’ GROUP SIZE WHEN DINING OUT
Key points
One third of Hispanics’ parties have at least three adults
Figure 31: Number of adults in Hispanics’ group, by gender and age, November 2014
Figure 32: Number of adults in Hispanics’ group, by household size, November 2014
Children are present and influencing where Hispanics eat
Figure 33: Presence of children when Hispanics go out to eat – Children of any age, by gender and age,
November 2014
Figure 34: Presence of children when Hispanics go out to eat – Children of any age, by level of
acculturation, November 2014
ASSOCIATIONS BY RESTAURANT TYPE
Key points
Hispanics classify restaurants in convenient and good service
Figure 35: Attributes that Hispanics associate with restaurant type, November 2014
Figure 36: Attributes that Hispanics associate with restaurant type, November 2014
FACTORS INFLUENCING HISPANICS’ RESTAURANT CHOICES
Key points
Hispanics look for welcoming places at affordable prices
Figure 37: Factors influencing restaurant choices among Hispanics, by gender and age, November 2014
Children have more influence in unacculturated households
Figure 38: Factors influencing restaurant choices among Hispanics, by level of acculturation, November
2014
HISPANICS’ DINING HABITS FOR APPETIZERS/ENTRÉES/SIDES
Key points
Hispanics like variety, but with a caveat
Figure 39: Hispanics’ personal dining habits for appetizers/entrées/sides, by gender and age, November
2014
Higher household incomes empower Hispanics to explore new or different dishes
Figure 40: Hispanics’ personal dining habits for appetizers/entrées/sides, by household income, November
2014
Less acculturated Hispanics gravitate toward Hispanic foods
Figure 41: Hispanics’ personal dining habits for appetizers/entrées/sides, by level of acculturation,
November 2014
HISPANICS’ DINING HABITS FOR DESSERTS
Key points
Portion control is important at the time of ordering dessert
Figure 42: Hispanics’ personal dining habits for desserts, by gender and age, November 2014
Unacculturated and bicultural Hispanics more engaged with desserts
Figure 43: Hispanics’ personal dining habits for desserts, by level of acculturation, November 2014
BEVERAGES HISPANICS ORDER
Key points
Hispanics like variety in what they drink when dining out
Figure 44: Beverages Hispanics order for themselves, by gender and age, November 2014
Juice, milk are top choices for children
Figure 45: Beverages Hispanics order for their children, by gender and age, November 2014
BUYING POWER OF US HISPANICS
Key points
Hispanics’ purchasing power growth between 1990 and 2018 is projected to be 666%
Figure 46: Purchasing power, by race/Hispanic origin, 1990-2018
Figure 47: Purchasing power, by race/Hispanic origin, 1990-2018
Figure 48: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying
power by state, 2013
Figure 49: Top 10 states ranked by dollar amount of Hispanic buying power, 2013
US household income distribution
Figure 50: Median household income, by race and Hispanic origin of householder, 2012
DEMOGRAPHIC PROFILE OF US HISPANICS
Key points
Population trends
Figure 51: Population by race and Hispanic origin, 2009-19
Figure 52: Population, by race and Hispanic origin, 1970-2020
Figure 53: Asian, Black, and Hispanic populations, 1970-2020
Hispanic share of births
Figure 54: Distribution of births, by race and Hispanic origin of mother, 2002-12
The Hispanic and total US population by age
Figure 55: Hispanic share of the population, by age, 2009-19
The Hispanic and total US population by gender
Figure 56: Population, by gender and Hispanic origin, 2009-19
Figure 57: Age distribution of women, by Hispanic origin, 2014
Figure 58: Age distribution of men, by Hispanic origin, 2014
Characteristics
Marital status
Figure 59: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
Figure 60: Marital status of Hispanics, by age, 2013
Figure 61: Gender ratio, by age and Hispanic origin, 2014
Household size
Figure 62: Average household size and average number of adults and children in households, by race and
Hispanic origin, 2013
Children in the household
Figure 63: Households, by presence and ages of own children, 2013
Generations
Figure 64: Generations, by Hispanic origin, 2014
Figure 65: Distribution of generations by race and Hispanic origin, 2014
Hispanics by country of origin/heritage
Figure 66: Hispanic population, by country of origin/heritage
Mexicans (63% of US Hispanics)
Figure 67: Number of tortilla-related products launched per year in the US, 1996-2013
Puerto Ricans (9% of US Hispanics)
Cubans (4% of US Hispanics)
Dominicans (3% of US Hispanics)
Central Americans (8% of US Hispanics)
South Americans (5% of US Hispanics)
Figure 68: US Hispanic population, by country of origin/heritage, 2000-10
Figure 69: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
Hispanics by geographic concentration
Figure 70: Hispanic population, by region of residence, 2000-10
Figure 71: Hispanic or Latino population as a percentage of total population by county, 2010
States with the most Hispanic population growth
Figure 72: States ranked by change in Hispanic population, 2000-10
Figure 73: Percentage change in Hispanic or Latino population by county, 2000-10
Key Hispanic metropolitan areas
Figure 74: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry,
2010
Hispanics online
Figure 75: Internet use among Hispanics aged 18+, 2013
ACCULTURATION
What is acculturation?
Figure 76: Acculturation diagram
Figure 77: Variables that affect acculturation
Why is level of acculturation important?
Levels of acculturation
Figure 78: Characteristics of primary acculturation levels
What is retroacculturation?
APPENDIX – OTHER USEFUL CONSUMER TABLES
Hispanic consumers and dining out
Figure 79: Restaurant type Hispanics ordered from by meal type – Any visit, by gender, November 2014
Figure 80: Restaurant type Hispanics ordered from by meal type – Any visit, by age, November 2014
Figure 81: Restaurant type Hispanics ordered from by meal type – Any visit, by language spoken in home,
November 2014
Figure 82: Fast food or drive-in restaurant chains Hispanics visit - any meal, by region, April 2013-June
2014
Hispanics’ group size when dining out
Hispanic adults
Figure 83: Number of adults in Hispanics’ group, by gender, November 2014
Figure 84: Number of adults in Hispanics’ group, by age, November 2014
Figure 85: Number of adults in Hispanics’ group, by household income, November 2014
Figure 86: Number of adults in Hispanics’ group, by language spoken in home, November 2014
Figure 87: Number of adults in Hispanics’ group, by level of acculturation, November 2014
Presence of children when Hispanics go out to eat
Figure 88: Presence of children when Hispanics go out to eat – Children 5 and under, by gender,
November 2014
Figure 89: Presence of children when Hispanics go out to eat – Children 5 and under, by age, November
2014
Figure 90: Presence of children when Hispanics go out to eat – Children of any age, by household income,
November 2014
Figure 91: Presence of children when Hispanics go out to eat – Children 5 and under, by language spoken
in home, November 2014
Factors influencing Hispanics’ restaurant choices
Figure 92: Factors influencing restaurant choices among Hispanics, by gender, November 2014
Figure 93: Factors influencing restaurant choices among Hispanics, by age, November 2014
Figure 94: Factors influencing restaurant choices among Hispanics, by household income, November
2014
Figure 95: Factors influencing restaurant choices among Hispanics, by language spoken in home,
November 2014
Hispanics’ dining habits for appetizers/entrées/sides
Figure 96: Hispanics’ personal dining habits for appetizers/entrées/sides, by gender, November 2014
Figure 97: Hispanics’ personal dining habits for appetizers/entrées/sides, by age, November 2014
Figure 98: Hispanics’ personal dining habits for appetizers/entrées/sides, by household income, November
2014
Figure 99: Hispanics’ personal dining habits for appetizers/entrées/sides, by language spoken in home,
November 2014
Hispanics’ dining habits for desserts
Figure 100: Hispanics’ personal dining habits for desserts, by gender, November 2014
Figure 101: Hispanics’ personal dining habits for desserts, by age, November 2014
Figure 102: Hispanics’ personal dining habits for desserts, by household income, November 2014
Figure 103: Hispanics’ personal dining habits for desserts, by language spoken in home, November 2014
Beverages Hispanics order
For themselves
Figure 104: Beverages Hispanics order for themselves, by gender, November 2014
Figure 105: Beverages Hispanics order for themselves, by age, November 2014
Figure 106: Beverages Hispanics order for themselves, by household income, November 2014
Figure 107: Beverages Hispanics order for themselves, by language spoken in home, November 2014
Figure 108: Beverages Hispanics order for themselves, by level of acculturation, November 2014
For their children
Figure 109: Beverages Hispanics order for their children, by gender, November 2014
Figure 110: Beverages Hispanics order for their children, by language spoken in home, November 2014
Figure 111: Beverages Hispanics order for their children, by household income, November 2014
Figure 112: Beverages Hispanics order for their children, by level of acculturation, November 2014
APPENDIX – TRADE ASSOCIATIONS
US METHODOLOGY
CONSUMER RESEARCH
Primary Data Analysis
Secondary Data Analysis
Qualitative Research
Further Analysis
Social Media Research
TRADE RESEARCH
STATISTICAL FORECASTING

Hispanic Consumers and Dining Out - US - January 2015

This report looks at the following areas:

  • Leveraging recommendations
  • Extending reach during the day
  • Creating guiltless desserts
At an estimated $64.3 billion, Hispanics’ expenditures on dining out currently have experienced a growth of 44% since 2009 and are projected to continue growing at a healthy pace over the next five years. Hispanics have a variety of places to choose from when deciding where to dine out and they tend to gravitate toward restaurants where they feel welcomed and where they can find a good value for their money.

When targeting this market, restaurants should be prepared to host children as 62% of Hispanics who dine out typically bring children with them to the restaurants; children may have a significant influence on the places that Hispanics choose to dine. Providing an ambience in which children can feel comfortable is important as their wellbeing will somewhat influence the overall experience that their parents and guests at other tables nearby get. Children’s approval will increase the likelihood that the rest of the family will also like the place.


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