Industry News | December 11, 2012

Research Shows 65 Percent of U.S. Hispanics are Millennials

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Sixty-five percent of U.S. Hispanics are Millennials, ages 22–35, and, consequently, significantly influence the ethnic group’s overall eating attitudes and behaviors, according to The NPD Group, a global information company. 

NPD’s food and beverage market research finds that heritage plays an important role in food preparation for U.S. Hispanic Millennials, as it does with U.S. Hispanics in general. 

Ready-to-eat, fresh, and from-scratch are the most common food forms during Hispanic meal preparation, according to NPD’s NET (National Eating Trend) Hispanic research, which captures in-home and away-from-home food and beverage consumption habits of U.S. Hispanics by level of acculturation. 

Stove-top preparation dominates Hispanic meals more than non-Hispanic meals due to the types of dishes being prepared, especially at lunch, when Hispanics typically prepare large meals. U.S. Hispanics are much less likely to microwave.  

U.S. Hispanic Millennials display a preference for Hispanic dishes that reflect their heritage, NET Hispanic finds.

Hispanic dishes (excluding frozen) are included in 7 percent of all meals consumed by Hispanic Millennials, compared to 2 percent of non-Hispanic Millennial meals. 

Sandwiches are included in 16 percent of non-Hispanic Millennial meals and 10 percent of Hispanic Millennial meals.

Rice, a popular U.S. Hispanic food, is included in only 3 percent of non-Hispanic Millennial meals.

“U.S. Hispanics are youthful and therefore represent future opportunities for food and beverage marketers, especially now that their population growth is coming more from births than immigration,” says Darren Seifer, NPD food and beverage industry analyst.

“Understanding which product categories appeal to each Hispanic consumer group will be critical to effectively connecting with these consumers, and understanding the situations and motivations that drive category consumption will enable food companies to influence future sales to these groups,” he adds.