HISPANICS AND ALCOHOLIC BEVERAGES-US-FEBRUARY 2018

HISPANICS AND ALCOHOLIC BEVERAGES-US-FEBRUARY 2018

Feb 2018 Mintel Alcoholic BeveragesN/A Price :
$ 3995
Hispanics expenditures on alcoholic beverages have experienced significant growth over the past five years. However, Hispanics share of expenditures under indexes considerably relative to their share of the population. Hispanics tend to gravitate mainly toward beer, and they under index for drinking spirits and wine. However, access to better opportunities and a continued shift toward biculturalism creates opportunities for brands of alcoholic beverages to grow not only their share, but the size of the Hispanic market as a whole. The challenge for brands is to be noticed and to give Hispanics a reason for trial
Table of contents
OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Overview
The issues
Relaxation yes, but there has to be something else
Figure 1: Hispanics top reasons for drinking alcoholic beverages, indexed to all, December 2017
Brand is really important
Figure 2: Reasons important to Hispanics when choosing beer Select reasons, indexed to all, December 2017
Drinking occasions are key
Figure 3: Correspondence analysis Association of alcoholic beverages and occasions, December 2017
The opportunities
Leveraging current drinkers
Figure 4: Hispanics consumption of alcoholic beverages, by language spoken at home and household income, July 2016-August 2017
The potential of bilingual/bicultural Hispanics
Figure 5: Hispanics consumption of spirits, by language spoken at home, July 2016-August 2017
The importance of defining drinking reasons
Figure 6: Top factors influencing Hispanics when choosing spirits Select factors, indexed to all, December 2017
What it means
THE MARKET WHAT YOU NEED TO KNOW
Hispanics expenditures on alcoholic beverages are growing but still below fair share
It is a young market
Hispanics are value oriented
Hispanics have 20 countries of origin
Hispanic drinkers are not all the same
MARKET SIZE
Hispanics spend $21.8 billion on alcoholic beverages
Figure 7: Expenditures by Hispanic households for on-premise and off-premise alcoholic beverages, at current prices, 2012-17
Figure 8: Expenditures by Hispanic households for on-premise and off-premise alcoholic beverages, at inflation-adjusted prices, 2012-17
MARKET FACTORS
The Hispanic market is young
Figure 9: Population by Hispanic origin and generation, 2018
Hispanics median household income is lower
Figure 10: Median household income, by race and Hispanic origin of householder, 2016
Figure 11: Household income distribution, by race and Hispanic origin of householder, 2015
Low unemployment can give Hispanics confidence to spend
Figure 12: Hispanic unemployment (seasonally adjusted), January 2007-November 2017
Hispanics country of origin/descent includes 20 countries
Figure 13: Hispanic population, by country of origin/heritage, 2015
ALCOHOLIC BEVERAGES ATTITUDINAL SEGMENTS
There are four segments for Hispanics and alcoholic beverages
Figure 14: Hispanics and alcoholic beverages dining out attitudinal segments, December 2017
Social Justifiers (32%)
Opportunities
Characteristics
Figure 15: Profile of Hispanic Social Justifiers, December 2017
Relaxed Drinkers (29%)
Opportunities
Characteristics
Figure 16: Profile of Hispanic Relaxed Drinkers, December 2017
Pragmatic Moderates (19%)
Opportunities
Characteristics
Figure 17: Profile of Hispanic Pragmatic Moderates, December 2017
Averse Drinkers (20%)
Opportunities
Characteristics
Figure 18: Profile of Hispanic Averse Drinkers, December 2017
WHATS HAPPENING? WHAT YOU NEED TO KNOW
Hispanics may be an important target for flavored launches
New cocktail recipes can be a way to connect with Hispanics
Having a presence at the multiple retailer types is important
The importance of being creative
WHATS HAPPENING?
Hispanics are more open to try flavored alcoholic beverages
Figure 19: Consumption of flavored beer, by race and Hispanic origin, indexed to all, August 2017
Hispanics over index for trying new cocktail recipes
Figure 20: Attitudes toward spirits, by race and Hispanic origin, indexed to all, August 2017
Hispanics buy alcoholic beverages in multiple places
Figure 21: Purchase location for spirits, by race and Hispanic origin, indexed to all, August 2017
Promoting categories
Finding creative ways to stand out
THE CONSUMER WHAT YOU NEED TO KNOW
Taste is not a priority
The challenge to grow consumption of spirits and wine
Younger Hispanics are key for beer brands
Brand is so important in beer
The importance of bilingual Hispanics to spirits
Spirits are for special occasions
Imported beers are suffocating craft/microbrewed beer
WHY DO HISPANICS DRINK ALCOHOLIC BEVERAGES?
Fun can trump taste
Figure 22: Hispanics reasons for drinking alcoholic beverages, indexed to all, December 2017
Figure 23: Hispanics reasons for drinking alcoholic beverages Select reasons, by gender and age, December 2017
Focus on self increases with acculturation
Figure 24: Hispanics reasons for drinking alcoholic beverages Select reasons, by level of acculturation, December 2017
WHAT ALCOHOLIC BEVERAGES DO HISPANICS DRINK?
Hispanics consumption of alcoholic beverages is discretionary
Figure 25: Hispanics consumption of alcoholic beverages, indexed to all, July 2016-August 2017
Figure 26: Hispanics consumption of alcoholic beverages, by language spoken at home and household income, July 2016-August 2017
HISPANICS AND BEER
Hispanic over index for imported beer
Figure 27: Hispanics consumption of beer, indexed to all, indexed to all, July 2016-August 2017
Beer consumption decreases with age
Figure 28: Hispanics consumption of beer, by age, July 2016-August 2017
More affluent Hispanics have more sophisticated tastes
Figure 29: Hispanics consumption of beer, by household income, indexed to all, July 2016-August 2017
IMPORTANT FACTORS WHEN CHOOSING BEER
Brand matters
Figure 30: reasons important to Hispanics when choosing beer, indexed to all, December 2017
Does local resonate with Hispanics?
Figure 31: importance Hispanics give to local breweries when choosing beer, by key demographics, December 2017
Does low-alcohol-content beer resonate with Hispanics?
Figure 32: Importance Hispanics give to low alcohol content when choosing beer, by key demographics, December 2017
HISPANICS AND SPIRITS/LIQUOR
What can other spirits learn from tequila?
Figure 33: Hispanics consumption of spirits, indexed to all, July 2016-August 2017
Figure 34: Hispanics consumption of spirits, by language spoken at home, July 2016-August 2017
IMPORTANT FACTORS WHEN CHOOSING SPIRITS
There has to be a reason
Figure 35: Factors influencing Hispanics when choosing spirits, indexed to all, December 2017
The influence of ingredients at home
Figure 36: Factors influencing Hispanics when choosing spirits Ingredients I already have at home, by key demographics, December 2017
ASSOCIATIONS OF BEVERAGES AND OCCASIONS
Little differentiation in beer types highlights the importance of brand
Occasions for spirits are narrower
Wine is all about food
Opportunities for spirits and wine
Figure 37: Correspondence analysis Association of alcoholic beverages and occasions, December 2017
Figure 38: Association of alcoholic beverages and occasions, December 2017
APPENDIX DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
What is acculturation?
APPENDIX THE CONSUMER
Figure 39: Hispanics consumption of beer, by age, indexed to all, July 2016-August 2017
Figure 40: Hispanics consumption of beer, by household income, indexed to all, July 2016-August 2017
Figure 41: Hispanics consumption of spirits, by age, indexed to all, July 2016-August 2017
Figure 42: Hispanics consumption of spirits, by household income, indexed to all, July 2016-August 2017

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