Latinos Driving US Food Consumption

Ever wonder how that fast food place or the neighborhood restaurant stays open in a deep recession? According to fruitnet.com, it’s likely because of Latino consumers.

…the US Hispanic segment accounted for over 50 per cent of real growth for the US consumer economy between 2005 and 2008, with US$52bn of new inflation-adjusted Hispanic spending.

The growth is attributed directly to the increase in Latino households – I would add hungry, young and mobile to that. What’s interesting is that the gist of the report had to do with marketing – it was a heads-up to food producers about where their livelihood is coming from.

“Clearly, US Hispanics represent a growing market in the midst of a mature US consumer economy, but in order to win over this important demo, brands must make an authentic appeal to the unique behaviours and tastes of US Hispanics through distinct products, channels, messaging and marketing strategies,” said David Wellisch, co-founder and principal of Latinum Network.

Clearly.

Now if we could only translate Big Mac’s to votes…

Follow Victor Landa on Twitter: @vlanda

[Photo by rinkjustice]