The most recent Census underscored the growing diversity in the United States. While a mere 28 percent of Boomers were non-Caucasian, 47 percent of Generation Z are. Hispanics are the largest minority group as well as the fastest growing. With confectionery and snack preferences being heavily influenced by culture and traditions, marketing to the general Hispanic audience as well as specific smaller categories, can be a winning proposition.
According to the most recent Census, Hispanics accounted for 16 percent of the U.S. population. The Census projects the U.S. population to rise from 309 million in 2010 to 334 million in 2020. Hispanics are projected to account for 53 percent of the population growth during this decade with an additional 13 million people. Confectionery habits among Hispanics differ from the general population, such as a greater preference for milk versus dark chocolate, hazelnuts and chewy candy. Hispanics encompass many different countries and heritages — each with unique cultural and food experiences. But Hispanics tend to have one thing in common: they embrace their cultural roots through food, music and traditions.
With traditions such as quinceanera, Cinco de Mayo, Nochebueno and many more, retailers have an opportunity to drive sales through holidays and occasions beyond the big four of Valentine’s Day, Easter, Halloween and the End-of-Year Holidays.
One particularly interesting segment for marketers are the third generation Hispanics. They are a large demographic, predicted to be 3 in 10 people in the U.S. by the year 2060, according to the American Marketing Association (AMA). This generation has a strong cultural tie while simultaneously loving their American culture. They are open minded and diverse and prefer marketing that speaks directly to their heritage.
According to Yahoo research, third generation U.S. Hispanics crave content that is relatable to their identity and seek it through media consumption, product purchases, apps and messages from advertisers and brands. Yahoo’s findings showed that 68 percent said they connect through the food they eat; 55 percent through traditions and holidays that help drive the culture; 42 percent through the way their family raised them; and 42 percent through their ethics and values.
More than 70 percent said it’s important to them to keep their family heritage and customs alive. With original content that expresses the values, tradition and lifestyle of third-generation Hispanics, advertisers can reach a rapidly growing audience platform.