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Seeks International Products or Products From Country of Origin
I S B E I N G A L A T I N A M E R I C A N B R A N D
E N O U G H ?U.S. Hispanics have caught the attention of the Latin American food and
beverage industry. ThinkNow partnered with Abasto, the leading platform for Hispanic
entrepreneurs in the food industry, to delve into how U.S. Hispanics view Latin American
food brands and explore the impact "authenticity" has on purchase decisions.
32%
60% 43%
U.S. Hispanics Total Market
Authenticity is Important, But Other Aspects, Particularly Great Taste are Considered More Important
Choose Brands That Reflect Ethnic Background
A U T H E N T I C I T Y
Connection to Culture and Heritage PromptsMore Interest in Latin American Products
Total Market
Hispanics
African Americans
Asian
Non-Hispanic White
49%37%
45%
26%
Bilingual Packaging Makes Little Difference To U.S. Hispanics
Makes no differenceLess likely to try their products More likely to try their products
7% 57% 39%
Great Taste
Brand My Family Enjoys
Low Price
Healthy
Natural Ingredients
Authenticity
Values Its Customers
Well-Known Brand
Brand I Grew Up With
"To me it means that not only the
ingredients but alsothe production of the product occur in the proper region of the
world"
88%
76%
72%
71%
70%
65%
62%
55%
44%
What Does "Authentic" Mean as it Relates to Food or Beverage Brands
Total Market Hispanics
thinknowresearch.com
33%
27%
15% 16% 15%11%
14% 14% 14% 14%12%
9% 6%9%
5%
14%
Original Ingredients
TraditionalFlavor/Taste
Natural Ingredients
OriginalRecipe
Tradition/Culture Not Fake No Additives
8%12%
Quality ReputableBrand