Trend research for an unnamed CPG project.

1. 2640 Lyndale Ave S.
Minneapolis Minnesota 55408
Hispanic Trends
2013

2. The largest group of second generation
Hispanic Americans are now adults.

3. Hispanics are the nation’s
youngest major ethnic group.
The Hispanic median age is 27.
According to the Census, In 2011 there was 10.7 million
Hispanic family households in the United States. Of these
households, 61.1 percent included children younger than 18.*
Hispanic Americans: Census Facts | Infoplease.com http://www.infoplease.com/spot/hhmcensus1.html#ixzz2MmHGMTcE

4. More Hispanics are being born in
America than immigrating here
Last year, nearly a quarter of all births in the US were to
Hispanic women.
The number of foreign born Hispanics in the US continues to
decline year-over-year.
Hispanic Americans: Census Facts | Infoplease.com http://www.infoplease.com/spot/
hhmcensus1.html#ixzz2MmHGMTcE

5. Second-generation Hispanics
are doing better than their
parents
Second generation vs. first generation Hispanic immigrants:
Median household income ($48,400 vs. $34,600)
* At the time of the study the national median income was $50,000.
College degrees (21% versus 11%)
Homeownership (50% versus 43%)
Less likely to be in poverty (16% versus 23%)
* National average 15%
http://www.pewsocialtrends.org/2013/02/07/second-generation-americans/

6. They identify themselves as
“typical Americans.”
• 61% of second generation Hispanics consider themselves to be
a “typical American.” Almost double what their parents said.
• 37% of second-generation Hispanics say they most often
describe themselves simply as “American.”
• 9-in-1 are proficient English speakers. 8-in-1 say that they can
speak Spanish “pretty well.”
http://www.pewsocialtrends.org/2013/02/07/second-generation-americans/

7. Unlike most immigrant
populations, second-
generation Hispanics are
open to other cultures
• 26% of of second-generation Latinos are married to someone
from a different race or ethnicity than themselves. As opposed
to just 8% of all U.S. adults.’
• Half of second generation Latinos say their group gets along
well with all other major ethnic and racial groups in America.
http://www.pewsocialtrends.org/2013/02/07/second-generation-americans/

8. However, they also have strong
ties to their cultural heritage
The majority of second generation immigrants identify themselves
by their family’s country of origin (i.e., Mexican, Chinese American) or
by a racial label (Hispanic or Asian-American.)
http://www.pewsocialtrends.org/2013/02/07/second-generation-americans/ http://www.dailymail.co.uk/news/article-2008444/Only-America-U-S-soccer-team-booed-Mexico--California.html

9. What some thought would be a clash of
cultures is a mash of cultures.

10. Hispanic food staples and
flavors are on the rise
• Tortillas are outselling many American staples, including
pasta, hamburgers and hot dog buns and all other fresh rolls.
Salsa has twice the sales of ketchup and mustard.
• 73% of ALL consumers in a packaged goods survey said they
use Mexican food and ingredients. For Hispanics, this goes
up to nearly 84%.
• Sales of Hispanic foods and beverages are expected to reach
$10.7 billion in 2017, up 31% from this year.
• As these foods become more mainstream, brands like Goya,
Ruiz and Frontera are bringing products to market that reflect
lesser known Hispanic flavors.
http://www.foodbusinessnews.net/articles/news_home/Site_News/2012/12/
Hispanic_food_beverage_market.aspx?ID=%7BBEBA289E-0361-41FD-
A7F3-6A443C3C6262%7D&cck=1

11. America’s unofficial expert
on authentic Hispanic
cuisine is a gringo born in
Oklahoma City
Through his PBS show Mexico: One Plate at a Time
and various restaurants, Rick Bayless has been
evangelizing Hispanic cuisine to American palates.
Most recently, he’s launched a series of sauces that
introduce lesser-known Hispanic flavors to the
American market.
http://www.foodbusinessnews.net/articles/news_home/Site_News/2012/12/
Hispanic_food_beverage_market.aspx?ID=%7BBEBA289E-0361-41FD-
A7F3-6A443C3C6262%7D&cck=1

12. Low Riders ushered in an era of heavy DIY personal customization
What began as a mashup subculture within the Hispanic community quickly spread outward – from cars and sneakers to electronics and toys.

13. Univision and Disney team
up to target English-
speaking Latinos
Univision and ABCNews will be launching Fusion later this summer.
It will be the first cable channel aimed to appeal specifically to
English-speaking Latinos who can find news and entertainment
elsewhere.
They say it’s not going to be just another Spanish language station.
http://mediadecoder.blogs.nytimes.com/2013/02/11/univision-and-abc-news-give-details-of-cable-channel-aimed-at-latinos/

14. Chicano Studies on the decline
This follows a Millennial trend – they’re interested in exploring
other cultures as opposed to defending and protecting their own.

15. Spanglish becoming
recognized as legitimate
language
Ilan Stavans, professor of Latin American and Latino Culture at
Amherst College, published the first Spanglish dictionary.
Amherst and Stavans also hosted the first academic
conference on Spanglish.

16. NBA “Noche Latina” and
Spanish MLB Jerseys
The NBA has taken some heat from the sports media
for not providing a direct translation of entire team
names onto jerseys as part of its “Noche Latina”
games. However the treatments are more authentic to
how Latinos in those communities refer to their teams
– El Heat, Los Suns and Los Bulls – reflecting the
growing popularity of Spanglish in America.

17. These jerseys became a sign
of protest and a showing of
support for the Latino
community
In opposition to Arizona SB-1070, Phoenix Suns owner Robert
Sarver suggested the team wear their Los Suns jerseys during
a May 5 playoff game with the San Antonio Spurs. He left it to
a team vote, which the players unanimously agreed on.

18. Youth brands
embracing Spanglish
They’re also remixing pieces of American culture into Spanish,
creating something that’s completely fresh yet recognizable for
Spanish and English speakers alike.

19. Spanish language immersion
schools are on the rise
There are roughly 250 Spanish language immersion schools
nationwide. There were only 3 in 1971.
Directory of Foreign Language Immersion Programs in U.S. Schools,” Center for Applied Linguistics:
http://magazine.wustl.edu/2012/February/Pages/PrevalenceofImmersionSchoolsinUnitedStates.aspx

20. We’ve moved from Dora to Sofia
Ten years ago, popular Hispanic characters like Dora and Diego were obvious in their racial heritage. Disney is blurring those lines and evolving the
Latina character with their newest Disney princess. Sofia the First is of mixed parentage with a white father and Latina mother.

21. Right now the Hispanic
population is concentrated,
but growing rapidly across
the country
In the states where they are prevalent, Hispanic culture is
American culture.

22. This shift is moving from metropolitan areas into middle America
Quinceañera stores in Waukegan, Illinois Mexican grocery stores in Charleston, SCSpanish language newspapers in Wichita, KS

23. “As a child of West Texas, I identify with
Hispanic culture every bit as much as I
do North American culture.”
– Tommy Lee Jones

24. 2640 Lyndale Ave S.
Minneapolis Minnesota 55408
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