Meat + Poultry - September 2004 - 85

ETHNIC INFLUENCE

ways been that way for the Hispanic
consumer."

All along the food system
Possibly, Denbow says, that trend will
make its way down the food system,
so the beef producer might need to
concentrate on the younger, leaner
animals. For now, tailoring the product happens more at the store level.
Olga Luz Tirado says she's seen
more interest in the Hispanic market
in the past five years from the food
industry than ever before. The interest hasn't always translated
successfully into action. For example,
Campbell's Soups and Progresso tried
to make some products to compete
with Hispanic food giants such as
Goya Foods, with no luck. "They
weren't knowledgeable about how
to market to that consumer," Luz
Tirado says.
Hispanic shoppers do tend to be
brand loyal. One survey showed twothirds of Hispanics say it's risky to buy
a brand you are not familiar with.
But there is a flipside to that loyalty
for marketers to remember. "When
they feel they have not been respected, they will stay away from a product, even if it's the best product in
the world," Luz Tirado says. Some retailers suggest that brand-loyalty

Got Leche?
Milk is an important part of the Hispanic diet, though perhaps
not as central to it as meat, says Olga Luz Tirado, president of
Luz Tirada Communications Inc. "Café con leche is a very big part
of the morning ritual, no matter which country you're from."
And their dairy products generally have to be the real thing.
"You don't see too much in the way of substitutes being used -
it's butter or nothing, whole milk or nothing," Luz Tirado says. She remembers a campaign, which, as part of a health fair, tried to convince
Hispanics to drink 1 percent milk. It met with little success.
Terri Verason, a spokesperson for the National Dairy Council and
a registered dietician, says Hispanics actually have higher consumption
rates of dairy products than the average consumer; they spend more
money there than any other group, especially on fresh milk and cream.
In some areas, their cheese consumption is also higher. For example, in
the Southwest, where there are many Mexicans (who make up more
than 60 percent of the U.S. Hispanic population), they use more cheese
than Cubans and Puerto Ricans in the East do.
An often-heard statistic is that around 50 percent of Hispanics are
lactose intolerant, compared with 15 percent of non-Hispanic white
Americans. Those numbers may stop some Hispanics from drinking milk
who actually could. "A large percentage of their population doesn't
have a problem with lactose," Verason says. "What ends up being an
issue is that people think there might be a problem."
The National Dairy Council is providing health professionals with
materials in Spanish about the benefits of dairy products, so they can
share the information with patients.

concept is falling by the wayside as
price consciousness becomes increasingly important.
Hispanic shoppers prefer very

HISPANICS SPEND MORE ON ANIMAL-PROTEIN PRODUCTS
$300

DOLLARS SPENT ANNUALLY, HISPANICS
DOLLARS SPENT ANNUALLY, NON-HISPANICS

$250
$200
$150
$100
$50
$326 $230

$213 $163

BEEF

PORK

$116 $99

$190 $141

$136 $108

OTHER POULTRY FISH &
MEATS
SEAFOOD

$55

$33

$170 $128

$189 $194

FRESH OTHER
MILK & DAIRY
Source: Consumer Expenditure Survey 2000, Bureau of Labor Statistics CREAM PRODUCTS

12 FSI FOOD SYSTEMS ınsıder

SEPTEMBER 2004

EGGS

fresh food and shop almost daily for
meat and produce. "The way many
were raised, the process of getting a
meal together involves going to the
butcher, the bodega, the bakery,"
says Todd Hultquist, senior manager
of media relations for the FMI. "Even
though they enjoy the one-stop
shopping opportunity, and the typical supermarket is growing in their
home country, this still is the pattern.
Freshness is very important." One
pork producer in California has
opened a place where customers can
come in, pick out a carcass, and cut it
up. His customers are mostly Hispanic.
The FMI's research also shows
that 67 percent of Hispanics prepare
meals from scratch; 43 percent do
not buy frozen food, compared with
2 percent of all U.S. consumers. They
buy little pre-packaged food, com-



Meat + Poultry - September 2004

Table of Contents for the Digital Edition of Meat + Poultry - September 2004

Contents
Meat + Poultry - September 2004 - 1
Meat + Poultry - September 2004 - 2
Meat + Poultry - September 2004 - 3
Meat + Poultry - September 2004 - Contents
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