One in seven Americans is of Hispanic descent, therefore it is should come as no surprise that this population has greatly influenced the United States food market. This influence will likely continue to grow based on current estimates that Hispanic Americans will account for 25% of the U.S. population by 2050.
With this large population comes tremendous buying power. 2002 estimates stated that Hispanic families spent about $117 per week on groceries compared to an average of $87 per week spent by all U.S. grocery shoppers. This is likely related to the fact that Hispanic families are more likely to prepare and serve food at home. This demographic looks for fresh, flavorful, authentic produce and food products in supermarkets. Food plays a large role in the Hispanic culture due to the common beliefs that foods are classified as “hot” or “cold” and can influence health and illnesses.
Food preferences and uses vary greatly between different Hispanic regions. For example, Mexicans eat much corn and amaranth, while coastal and Caribbean Latin Americans prefer rice. While beans are used in many Hispanic dishes, different types are also used in various regions. For example, Cubans, Southern Mexicans Venezuelans and Central Americans often use black beans in their dishes while Northern Mexicans, Puerto Ricans, and Dominicans typically use pinto beans. The use of spices also varies – Cuba, Puerto Rico, and the Dominican Republic do not use very much chili and hot spices while other regions prepare very hot dishes.
Many Hispanic foods have become mainstream in the U.S. Salsa, flan, tortilla-based products such as enchiladas, tacos, and tamales are available all over the country. Companies specializing in Hispanic foodstuffs, such as Goya, have experienced large growth and their products are available in more stores than ever before. Goya and other companies have helped to bring ethnic food to the mainstream market.
Both Hispanic and Non-Hispanic companies and organizations have developed and/or modified campaigns to reach the Hispanic population. For example, many companies advertise on both English and Spanish television channels. Other organizations, such as the California Dairy Industry, have marketed toward Hispanics, attempting to influence this population’s attitude toward their product(s) and profit from increased sales.
It is truly interesting to watch how the dynamic food market of the United States will continue to be influenced as the Hispanic population grows. In the future, companies producing and marketing Hispanic products will likely continue find a receptive market. As this culture becomes more integrated throughout the United States, both Hispanic and non-Hispanic consumers will benefit from and enjoy the diversity of Hispanic food products and produce available in their local grocery and specialty stores.
