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Market intelligence: US Hispanic Flavor Preference

By: Jeb Gleason-Allured, Editor
Posted: December 29, 2006, from the January 2007 issue of P&F magazine.

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3 pages available as a PDF download or printed copies mailed to you

Forecasts project that the US Hispanic population could total more than 100 million by 2050, accounting for nearly 25% of the total population. The result? The United States may well become the first- or second-most populace Hispanic nation in the world.

Virginia Dare’s group vice president in charge of marketing, Anton Angelich, states the obvious: “To ignore a population that will be about a quarter of the [US] population is just not smart business. You need to attend to these people’s interests.”

Growing Influence: “One hundred years ago there wasn’t pizza in this country,” says Angelich. “Now it’s a worldwide US export.” Indeed, the United States has a long history of adopting and adapting food traditions, making the growing influence of the Hispanic community worth watching. “It wasn’t all that long ago that words like ‘taco’ and ‘fajita’ and ‘mojito’ were unknown,” says Angelich. “Now they’re part of our food heritage and culture.” And that’s just the beginning.

Diverse Population: Virginia Dare, in exploring Hispanic flavors, emphasizes that the population is not covered by a single overarching identity. “The Hispanic population isn’t monolithic,” says Angelich. “You have people from many different countries and ancestries, different kinds of acculturation in the United States, [etc.]”

Other topics covered: Cultural Blends; Asking the Right Questions; Vanilla, Strawberry and Mango Preferences; Most Popular Flavors; Beyond the Hispanic Population: Sphere of Influence

This is only an excerpt of the full article that appeared in P&F Magazine, but you can purchase the full-text version.