"Hispanic Food" vs "Hispanic Flavor"

According to "Latin on the Menu: The U.S. Foodservice Market for Hispanic Foods," a recent report by Packaged Facts food preferences of Latinos vary by region. "For example, Hispanics in San Antonio and Dallas are more likely to say they enjoy eating traditional American food, while those living in Los Angeles and Miami are least likely." In fact, 84 percent of Latinos say they enjoy eating traditional Hispanic food.

But what exactly is "Hispanic food"?

According to a 2005 article in Marketing y Medios, "ultimately the segment [Hispanic food] includes traditional fare marketed to Latinos from established companies such as Goya. Then there are foods targeted to Hispanics that are also marketed, or at least have significant crossover appeal, to non-Hispanics. In 2002, snack food company Frito-Lay, for example, worked in tandem with its Mexican-based sister company Sabritas to develop chips with flavors popular among Latinos, including its Lays Limón potato chips."

There seems to be less emphasis on the type of food, but on "flavor." "Much of it has to do with knowing how best to target the Hispanic consumer — and, for that matter, any consumer interested in Hispanic foods — as well as how to market and advertise to both Hispanic and non-Hispanic shoppers."

By 2009, Hispanic foods is expected to be a $7 billion industry. Coupled with the fact that the buying power of Latinos this year is over $835 billion, food manufacturers should pay attention to trends in the population and subpopulation groups.