latino lingo

All things related to effective Hispanic marketing, Hispanic advertising and Hispanic public relations.

Thursday, July 29, 2010

Geoscape: Hispanics 52% of population growth from 2000-2010

Geoscape released (PDF) its report, "The American Marketscape DataStream™ (AMDS): 2010 Series" that outlines current year and 5-year forecasts on over 1,500 data elements. Among the findings:

-- Hispanics contributed 52 percent of America’s population growth between 2000 and 2010 and with the addition of Asians and African Americans nearly 80 percent.

-- There are approximately 50 million steady Hispanic U.S. residents, including those with a tenuous legal status.

-- In 2010, there are 318 counties in the U.S. where White Non-Hispanics are the minority—many of these counties are among the most populous in the nation.

-- Hispanics and Asians together form about 15 percent of American households but will contribute 67 percent of consumer spending growth between 2009 and 2010.

Tuesday, July 27, 2010

AdAge's 2010 Hispanic Fact Pack released

The yearly compilation supplement was just released, find the whole report here. Highlights include:

-- Spanish TV spending rose 7.2% in Q1 of 2010
-- Spanish newspapers and magazines rose 4.5% and 1.5%
-- In 2009, Spanish-language media spending fell less than the general market 8.6% v. 10.2%
-- 22 of the top 50 Hispanic advertisers increased spending in 2009
-- Auto dealers slashed spending by double digits

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Monday, July 26, 2010

Hispanic Market Hits Tipping Point: 1 in 6 in US is Hispanic

The 2010 Census is expected show a record 50 million Hispanics, or 1 in every 6 U.S. residents, a stunning 42% increase from the 2000 Census.

The article states that, "Hispanics will become a major force in U.S. consumer-spending growth over the next decade and beyond. The slowing growth and aging population that characterizes other segments of consumers means that younger and larger Hispanic families will be more vital to future growth in consumer spending than at any time in the past."

Other statistics from the article include:

-- Fully 91% of Hispanic children were born in the U.S., compared to only 47% of Hispanic adults, which has great implications for the demographic's speed of acculturation. With the Hispanic market at this tipping point, one of the biggest challenges for marketers is reaching young, acculturated bilingual Hispanics who behave differently than their parents who didn't grow up in the U.S. and don't spend as much time with Spanish-language media, but still feel a deep sense of Latino identity.

-- More than 1 in 3 Hispanics in the U.S. (34.3%) are children under 18 years old, as compared to fewer than one in four children (22.5%) that are non-Hispanics. The youthful U.S.-born Hispanic population means that children of immigrants, who typically attend public schools, where they learn English, will acculturate much faster than their parents did.

-- English is making gradual gains as the language U.S. Hispanics are most comfortable speaking. Some 27% are most comfortable in English, with another 17% comfortable in both English and Spanish; meaning that nearly half—44%—of the demographic is at ease in English.


Monday, July 19, 2010

Census Releases "Fast Facts" for upcoming Hispanic Heritage Month

More than 1 out of 2 people added to the U.S. population between 7/08 and 7/09 were Hispanic, according to the U.S. Census in its annual facts for features about Hispanics released for the upcoming Hispanic Heritage Month. Other data includes:

-- Population estimated at 48.4 million
-- Projected population of 132.8 by 2050
-- Average age 27.4 versus 36.8 compared to population as a whole
-- 2.3 million businesses in 2007, up 43.6% from 2002
-- 35 million residents 5 and over who speak Spanish at home
-- 47% foreign born, 53% U.S. born
-- 1.1 million veterans of the U.S. military


Wednesday, July 07, 2010

Hispanic foods to be $10 billion market

The expanding appetite for Latino cuisine among non-Hispanics and the increase in the US Hispanic population -- will drive sales to $10 billion in 2014, according to "Hispanic Food and Beverages in the U.S.: Market and Consumer Trends in Latino Cuisine.

Packaged Facts projects that the buying power of Latinos will reach $1.3 trillion in 2013 up from $984 billion in 2008, representing a cumulative growth rate of 31 percent. In addition, Hispanic shoppers spend significantly more than other groups on food consumed at home, due to the importance of family mealtime and larger family units.

Packaged Facts said it separates the Hispanic food and beverage market into three segments: Mainstream Mexican (tortillas, salsa, tacos, burritos, nachos, refried beans, Tex-Mex cuisine, and other products that have become part of the American culture); Authentic Hispanic (products either imported from Hispanic countries to the United States or products made domestically that use traditional recipes); and Nuevo Latino (products with south-of-the-border flair, including traditional American foods made with Hispanic ingredients, as well as unique new creations that meld a variety of Hispanic flavors and food traditions).

Authentic Hispanic and Nuevo Latino are garnering substantial sales boosts from the US population, the researcher said. The demand has caused new Hispanic food products to pour forth from manufacturers seeking to increase variety to meet the ever restless American appetite for the new and different.

"All three segments of Hispanic food are becoming increasingly available throughout the United States due to expanded distribution through both retail and food service outlets and expanded awareness of these products as a result of mass communications on television and the Internet about Hispanic foods and cooking techniques," said Don Montuori, publisher of Packaged Facts.

"The fact that the Hispanic population is expanding beyond traditional enclaves in California, the Southwest, Florida, and major metropolitan areas like New York and Chicago to communities which previously had either no Hispanic presence or only a small one further benefits the market."

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