Tortillas outsell many American staples, including spaghetti/macaroni/
Hispanic foods and beverages appeal to a wide variety of consumers, from Spanish-only speakers to multicultural consumers and foodies to, in fact, most households in America, according to David Sprinkle, research director of Packaged Facts. Aiding the appeal of the market is that there is no shortage of product innovation. Mainstream consumers are becoming more adventurous with less well-known Hispanic flavors and textures, thanks to the influence of Hispanics and the popularity of foodie culture. Marketers such as Ruiz Foods and Goya have noted this more sophisticated taste and are adjusting their product mixes accordingly.
Yet, as mainstream as Hispanic products have become, Hispanics are still key consumers. Almost 73% of people surveyed said they use Mexican food and ingredients, according to Packaged Facts analysis. For Hispanics, the usage rates jump to almost 84%. Considering the tremendous—and burgeoning—buying power of Latinos, this is a demographic that marketers cannot afford to ignore even while introducing products that appeal to a wider audience.
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