Meat+Poultry - December 2019 - 45

As populations grow, so does the
importance of the Hispanic consumer
BY K E I T H LO R I A | m e a t p o u l t r y @ s o s l a n d.c o m

Photos: Cargill

T

he US Hispanic market currently has a
population of 57.5 million and buying
power of more than $1.7 trillion and
increasing every month, according to the
latest data from Nielsen. And with projections
reporting that by 2060 the population will
nearly double and make up almost 30 percent
of the US population - with buying power
exceeding $3.5 trillion - it's a segment that
companies in the meat and poultry industry
are keeping a close eye on and dedicating
increased resources toward.
José de Jesús, director of multicultural
marketing for the National Pork Board,
Des Moines, Iowa, believes the Hispanic
community represents the greatest opportunity
for the industry because of the population
growth, their purchasing power and the affinity
they have for pork, as well as meat and poultry.
"Opportunity for the industry comes from
offering it all in a way that Hispanic consumers
are looking for - pre-cut, with authentic flavors
and the right thickness," de Jesús notes.
"Latinos like it thin."
Traditions are incredibly significant in
Hispanic culture, and food is no exception.
According to de Jesús, 79 percent of Hispanic
families cook meals to retain a connection to
their native culture and retailers can tap into
this by ensuring pork shoulder and whole pigs
are available for purchase year-round.
"These cuts are at the center of events like
family gatherings and celebrations, and having
them on hand will prevent shoppers from
turning to specialty butchers," he says.
One of the more eye-catching findings from
the Pork Board's "Time to Tango: Latinos are
Pork's Future" report is the influence of young
Latinos, a demographic that shouldn't be
ignored, de Jesús says
This is backed up by a report from Mintel,
that shows Hispanic consumers are younger
than any other demographic, with Latinos
accounting for one in five of all US millennials.
Additionally, the report shows that 47 percent
of Hispanics have children, and compared to

the US average, tend to have them at earlier
ages, and that will lead to higher spending at
grocery stores.
"Considering how big of a role pork plays
in Hispanic dining, retailers can benefit from
offering a wider variety of thinner pork cuts,"
de Jesús says. "Used as either a featured entrée
or an ingredient, busy families can prepare
thinner cuts in a short amount of time."
Cargill's Rumba Meats brand is focused
on promoting the Latino community by
celebrating its culture and heritage
through food. With nearly 30 different
specialty meat cuts available, Rumba delivers
high-quality traditional products that are an
integral part of Latino traditions and culture.
Hillary Gerard, brand manager for Rumba
Meats, Cargill Protein, North America, says as
a high growth segment, the Hispanic segment's
buying power and cultural influence will have
a major impact on consumer perceptions,
attitudes and behaviors as it relates to the
purchase of meat and poultry products.
A few key points highlight the importance
of this segment. To start, Gerard notes the
segment's buying power is large. In 2016, the
US Hispanic buying power exceeded the GDP
of Mexico. Also, as a segment they are young,
so their growth and buying potential will only
increase in the coming years.
"Typically, Hispanic families have a larger
household size which means more wage
earners per household," she says. "That in
combination with their unique consumption
habits mean higher spending in meat
and poultry."
With 53 percent of Hispanics under the age
of 30, in the years ahead, younger Hispanics
are also more likely to be purchasers of fresh
meat, with Hispanics under the age of 35
projected to be 35 times more likely to be
purchasing fresh meat.
"We hear a lot of our consumers and vendor
partners who work in this space talk about
the recent re-acculturation movement that is
sweeping the United States," Gerard says. "As

"Opportunity
for the industry
comes from
offering it
all in a way
that Hispanic
consumers
are looking
for - pre-cut,
with authentic
flavors and
the right
thickness."
- JOSÉ DE JESÚS

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