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The U.S. Market for Hispanic Foods and Beverages


Attention: There is an updated edition available for this report.

Salsa and hot sauce sales surpass ketchup. Tortillas enable the popular “wrap” sandwich. And avocados, mangos and cilantro can be found in every produce department. “Hispanic” is weaving its way into all U.S. food and beverage categories. Not only are the sales of staples such as #1 Hispanic brand Goya dried beans and rice growing, other traditional Hispanic brands are making their way into the United States, including #1 Mexican dairy brand LaLa. In almost every food and beverage category, shoppers can find offerings with a Hispanic flair, which is why Packaged Facts projects that this segment of the U.S. retail marketplace will reach $8.4 billion by 2011, up 48% from 2006. This segment continues to attract new consumers of Hispanic foods hailing from Mexico, Central America and Latin America, as well as the Caribbean islands, as adventurous Americans want more than salsa with their chips. Learn how this rapidly growing food and beverages segment is changing how America eats and drinks.

Hispanic Foods & Beverages in the U.S. contains comprehensive data on the U.S. market for Hispanic foods and beverages, including historical (2002-2006) and forecast (2007-2011) retail sales data. The report discusses key trends affecting the marketplace, trends driving growth and consumer demographics. In addition, the report profiles major marketers, both in the manufacturing and foodservice arenas.

Report Methodology
The information in Hispanic Foods & Beverages in the U.S. is based on primary and secondary research. Primary research entailed in-depth, on-site examinations of retail outlets and interviews with companies, distributors and retailers to obtain information on new product and packaging trends, marketing programs, distribution methods and technological breakthroughs. Secondary research entailed data gathering from relevant sources, including consumer and industry publications, newspapers, government reports, company literature and corporate annual reports. Sales of packaged products are based on data from the U.S. Department of Agriculture (USDA), Information Resources, Inc. and other trade sources. Consumer demographics are derived from Simmons Market Research Bureau data.

What You’ll Get in This Report
Hispanic Foods & Beverages in the U.S. makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective players can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Hispanic Foods & Beverages in the U.S. offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You’ll Benefit from This Report
If your company is already doing business in the Hispanic food and beverage 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 and beverages, as well as projected markets and trends through 2011.

This report will help:

  • Marketing managers identify market opportunities and develop targeted promotion plans for Hispanic foods and beverages.
  • Research and development professionals stay on top of competitor initiatives and explore demand for Hispanic foods and beverages.
  • Advertising agencies working with clients in the banking and retail industries understand the product buyer to develop messages and images that compel consumers to buy Hispanic foods and beverages.
  • 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.


  • Executive Summary
    • Scope and Methodology
      • Market Parameters
      • Report Methodology
      • A Note About Nomenclature
    • The Products
      • Latin Food Fever Spreads Across States
      • Three Primary Segments
    • Size and Growth of the Market
      • 2006 Ended with Sales of Almost $5.7 Billion
      • Sales to Reach $8.4 Billion by 2011
        • Table U.S. Sales of Hispanic Foods and Beverages, 2002-2011 (in million $)
      • Leading Product Categories
        • Table Top 10 Hispanic Food and Beverage Sales Categories, 2002-2006 (in million $)
      • Product Categories Driving Growth
      • Factors Affecting Market Growth
    • The Marketers
      • All Types of Marketers
      • Most Ideas Start in Foodservice
    • Sales Outlets and Distribution Methods
      • Traditional Supermarkets Losing Share to Large Retail Outlets
      • Distribution Methods
    • The Consumer
      • The Hispanic Population Boom
        • Table Growth of Hispanic Population in the United States, 2005-2006
      • Where Most Hispanics Reside
      • This Hispanic Market Skews Young
        • Table Projected U.S. Population Growth by Age, 2005-2015
      • Hispanic Population Attitudes
    • New Products and Trends
      • What's Driving Hispanic New Products and Trends?
      • The Ins-and-Outs on Flavor Trends
      • Times Changing for Many, But Not for All
  • The Products
    • Key Points
      • Market Scope
      • Products Outside Scope
    • Hispanic Foods and Beverages
      • A Note About Nomenclature
      • What Are Hispanic Foods and Beverages?
      • Country Preferences Define Hispanic Category
        • Table Ingredients Characterized as Hispanic
      • Products on the Rise
        • Table Hispanic Food and Beverage-Related Products on the Rise, 2000-2020 (projected % increase in quantities consumed)
      • Food and Beverage Marketers on Top of the Trends
      • Latin Food Fever
      • Foodservice Catches the Fever, Too
    • Product Breakouts
      • Mainstream Mexican
      • Authentic Hispanic
      • Nuevo Latino
      • Convenience and Familiarity Create Overlap
      • The Opportunity for Healthier Options
      • Hispanic Packaging Preferences
    • Government Regulations
      • Regulatory Agencies
      • Labeling Overview
      • Health, Nutrient Content and Structure/Function Claims
      • Product Recalls
        • Table A Sampling of Hispanic Food and Beverage Recalls, 2003-2007
  • The Market
    • Key Points
    • Market Size and Growth
      • 2006 Sales of Almost $5.7 Billion
        • Table Total U.S. Retail Sales of Hispanic Foods and Beverages, 2002-2006 (in million $)
        • Table U.S. Retail Sales of Hispanic Foods and Beverages by Category, 2002-2006 (in million $)
      • Top 10 Hispanic Food and Beverage Categories
        • Table Top 10 Hispanic Food and Beverage Categories by U.S. Retail Sales, 2002-2006 (in million $)
      • Beverages Lead in Growth
        • Table Top 10 Fastest-Growing Hispanic Food and Beverage Categories by U.S. Retail Sales, 2002-2006 (in million $)
      • Market Composition: Tortillas Dominate
        • Table Market Share of Hispanic Food and Beverage Categories by U.S. Retail Sales, 2006
      • South of the Border Beers Are Hot; Salty Snacks Go Cold
        • Table U.S. Retail Sales of Select Hispanic-branded Beer, 2002-2006 (in million $)
        • Table U.S. Retail Sales of Select Salty Snacks, 2002-2006 (in million $)
    • Market Growth Factors
      • Hispanic Population and Purchasing Power Growth
      • Hispanics Want Authentic Products; Non-Hispanics Spice It up
      • Convenience Is a Market Driver
      • Market Players on Top of the Trends
    • Projected Market Growth
      • Sales to Reach $8.4 Billion by 2011
        • Table Projected Total U.S. Retail Sales of Hispanic Foods and Beverages, 2007-2011 (in million $)
      • Five Categories Will Experience Double-Digit Growth
        • Table Projected U.S. Retail Sales of Hispanic Foods and Beverages by Category, 2007-2011 (in million $)
        • Table Projected CAGRs for U.S. Retail Sales of Hispanic Foods and Beverages by Category, 2006-2011 (in million $)
  • The Marketers
    • Key Points
    • Competitive Overview
      • All Types of Marketers Serve the Industry
        • Table U.S. Retail Hispanic Foods and Beverages: Select Leading Marketers, Brands and Products Offered, 2007
        • Table U.S. Foodservice Hispanic Foods and Beverages: Select Leading Marketers and Format, 2007
      • Leading Hispanic Food and Beverage Advertisers
        • Table U.S. Grocery Consumer Packaged Goods Manufacturers and Mass Merchandisers, as Ranked in the Top 50 Hispanic TV and Print Media Advertisers, 2006
    • Retail Marketer Overview
      • Almost Every Marketer Competes in Retail
        • Table Leading U.S. Hispanic Food and Beverage Retail Marketers, by Product Category, 2007
      • Without a Doubt, Goya Is the Most Recognized
      • Kraft Foods Markets Aggressively to Hispanic Consumer
      • Kellogg Takes "Healthy Beginnings" to the Hispanic Market
      • General Mills Drives Trial with Free Goodie Bags
      • Unilever Increases Hispanic Marketing Efforts
      • Heinz's Delimex Scores with Large and Hispanic Households
      • Ruiz Foods' El Monterey Brand #1 in Sales
      • Smaller Players
    • Competitive Profile: Authentic Specialty Foods, Inc. (Chino, CA)
      • Company Overview
      • Why La Victoria Is a Western Brand
      • La Vic Club Debuts for Today's Marketplace
    • Competitive Profile: Bimbo Bakeries USA, Inc. (Fort Worth, TX)
      • Company Overview
      • Read Beyond the Name
      • The Story Behind Bimbo's Trademark Bear
      • Aggressive Growth Plans
    • Competitive Profile: Goya Foods, Inc. (Secaucus, NJ)
      • Company Overview
      • The Day the Nephews Took Over
      • The Family Moves On, Around the Country and Abroad
      • Goya Launches Advertising Campaign and E-commerce Site
      • Goya Goes Organic
    • Competitive Profile: Gruma Corp. (Irving, TX)
      • Company Overview
      • New Facility Opens in China
      • McDonald's Is Key U.S. Wrap Account
      • Marketing Includes Recipes and Menu Ideas Made with Tortillas
      • "Baker of the Year" for 2006
    • Competitive Profile: Ruiz Foods, Inc. (Dinuba, CA)
      • Company Overview
      • Focusing on Frozen Growth
      • A Whirlwind of Innovation
    • Competitive Foodservice Overview
      • Chain Restaurants Focus on Controlled Growth
        • Table Top 20 U.S. Hispanic Foodservice Chains, by Systemwide Sales and Number of Units Worldwide, 2003 vs. 2006
      • The Time Is Right to Think Hispanic
      • #1 Taco Bell Posts $6.5 Billion in Sales
      • Three Hispanic QSRs to Watch
      • Baja Fresh Gets a New Owner
      • Hispanic Chicken Chains Take Off
      • Full-Service Hispanic Restaurant Developments
      • Mexican Ice Cream Shops Booms
      • Carlos Santana Enters the Restaurant Biz
      • At Authenic Restaurants, Hispanics Should Be the Greeters
      • Mainstream American Restaurants Adjust Strategies
      • The Sharing Nature of Pizza Appeals to Hispanic Families
      • Soft Drink Marketers Try to Help Chains Better Serve Hispanics
    • Competitive Profile: Chipotle Mexican Grill, Inc. (Denver, CO)
      • Parting Ways with the Golden Arches
      • Chipotle Kicks Off 2007 with Flying Colors
      • Peppers and More … and Booze Too
      • Chipotle Becomes a Picky Pork Buyer
      • That Pickiness Carries Over to Sour Cream Selection
    • Competitive Profile: Qdoba Restaurant Corp. (Wheat Ridge, CO)
      • Company Overview
      • So Much More Than Burritos
    • Competitive Profile: Taco Bell Corp. (Irvine, CA)
      • Company Overview
      • Few Ingredients, But Many Unique Combinations
      • E. Coli Outbreak on the Northeast
  • Foodservice
    • Key Points
      • Foodservice Continues to Grow
        • Table Top 10 U.S. Foodservice Distributors by Dollar Sales, 2006
      • Many Places to Enjoy Hispanic Foods and Beverages
      • Foodservice Menu Items
      • Convenience: Delivery and Takeout
      • Baseball, Apple Pie … and Tacos!
      • Serving More Hispanics and Aging Boomers
  • The Retail Marketplace
    • Key Points
    • Retail Outlets
      • Shopping Options Are Plentiful
      • Where Are Consumers Shopping for Groceries?
      • Where Do Consumers Shop for Hispanic Foods and Beverages?
        • Table U.S. Retail Sales of Hispanic Foods and Beverages to the Total Population, by Outlet, 2007
        • Table U.S. Retail Sales of Hispanic Foods and Beverages to the Hispanic Population, by Outlet, 2007
      • Who Are the Leading Retailers?
        • Table Top Five U.S. Supermarket Chains, by Dollar Sales and Number of Stores, 2007
        • Table Top Five U.S. Discount-Style Food Store Chains, by Dollar Sales and Number of Stores, 2007
    • Appealing to Hispanic Consumers
      • Tips to Help Retailers Reach Out to Hispanics
      • How Retailers are Appealing to Hispanic Shoppers
        • Table Top 15 Categories for Hispanic Shoppers at U.S. Convenience Stores, 2007
    • Retail Prices
      • Table U.S. Hispanic-Style Salty Snack Foods: Suggested Retail Price of Selected Brands, 2007
      • Table U.S. Hispanic Sauces and Canned Tomatoes: Suggested Retail Price of Selected Brands, 2007
      • Table U.S. Tortillas: Suggested Retail Price of Selected Brands, 2007
      • Table U.S. Taco Shells and Taco/Other Hispanic Meal Kits: Suggested Retail Price of Selected Brands, 2007
      • Table U.S. Refried Beans and Hispanic Canned Vegetables: Suggested Retail Price of Selected Brands, 2007
      • Table U.S. Hispanic Cheeses and Other Dairy Products: Suggested Retail Price of Selected Brands, 2007
      • Table U.S. Frozen/Prepared Hispanic Meals and Handheld Foods: Suggested Retail Price of Selected Brands, 2007
      • Table U.S. Non-alcoholic Hispanic Beverages: Suggested Retail Price of Selected Brands, 2007
      • Table U.S. Hispanic Bakery Products: Suggested Retail Price of Selected Brands, 2007
      • Table U.S. Hispanic-Style Rice and Rice Mixes: Suggested Retail Price of Selected Brands, 2007
      • Table U.S. Hispanic Seasonings, Spices and Condiments: Suggested Retail Price of Selected Brands, 2007
      • The Club Store Price Advantage
        • Table U.S. Packaged Hispanic Foods and Beverages: Suggested Retail Price of Selected Brands and Club Store Price vs. Supermarket Price, 2007
    • Distribution Methods
      • Direct-store Delivery
      • Warehouse Distribution
      • How Most Products Get to Their Destination
        • Table Top 10 U.S. Grocery Wholesalers by Dollar Sales, 2006
      • Distribution Is Second Highest Cost Next to Production
  • The Consumer
    • Key Points
    • Hispanic Consumers
      • Minority Population Tops 100 Million
      • Hispanics the Largest, Fastest-Growing Minority Group
        • Table Growth of Hispanic Population in the United States, 2005-2006
        • Table Projected U.S. Total Population and Hispanic Population Growth, 2005-2015
      • Hispanic Population Skews Young
        • Table Projected U.S. Total Population and Hispanic Population Growth by Age, 2005-2015
      • "Hispanic" Is Not All-Encompassing
        • Table U.S. Hispanic Population by Country of Origin, 2000
      • Are Hispanics Undergoing the Melting Pot Experience?
      • Once They Come Here, Where Do They Live?
        • Table Regional Distribution of U.S. Hispanic Population, 2000
        • Table Top 10 U.S. Cities with the Highest Percentage of Hispanics, 2000
      • Hispanic Purchasing Power
      • Understanding Hispanic Shoppers
      • Grocery Shopping Patterns
      • Food and Taste Preferences
      • Marketing to Hispanic Consumers
    • Hispanic Food and Beverage Consumers
      • Latin Influence on Mainstream Consumers
      • Simmons Consumer Survey
      • Mexican Food Usage Levels
        • Table Percentage of U.S. Adult Consumers Who Use Mexican Foods and Ingredients, by Product Type and Brand
        • Table Percentage of U.S. Adult Consumers Who Use Mexican Foods and Ingredients by Product Type, 2003-2006
        • Table Usage of Mexican Foods and Ingredients by U.S. Adult Consumers in the Northeast, by Product Type, 2004 vs. 2006
        • Table Demographic Indicators Favoring Any Type or Brand of Mexican Food
      • Who Goes for Convenience?
        • Table Demographic Indicators Favoring Nacho Kits and Taco Dinner Kits
        • Table Demographic Indicators Favoring Taco Fixings: Shells, Sauce and Seasoning Mix
        • Table Demographic Indicators Favoring Mexican Prepared Foods: Burritos, Enchiladas and Tamales
      • Feeling the Heat in Condiments
        • Table Demographic Indicators Favoring Mexican Condiments: Green Chilies, Jalapeños, Refried Beans and Salsa
      • Tortillas Becoming Quite Mainstream
        • Table Demographic Indicators Favoring Tortillas: Corn vs. Flour
      • Some Brands Dominate Certain Parts of the Country
        • Table Percentage of U.S. Adult Consumers Who Use Mexican Foods, by Brand and Region
  • New Products and Trends
    • Key Points
    • What's Driving New Products and Trends?
      • Times Are Changing, But Not for All
    • New and Noteworthy Products
      • Mainstream Mexican Gets More Americanized … and Vice Versa
      • Move Over Margaritaville
      • Cooling Off with Big Names
      • Milking the Market with Meaningful Brands
      • On the Meaty Side of the Business
      • Going Organic in the Ethnic Aisle
      • A Boost of Whole Grain
      • Convenience "Para Su Casa"
  • Addresses of Selected Marketers

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