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Latinos Like Sports Drinks and Beer Over Wine

According to a recent study by consumer research firm, Mintel, Latinos are more likely to purchase thirst-quenchers or sports drinks than any other ethnic group.
The report says 56 percent of Hispanic consumers purchase thirst-quenchers compared to 38 percent of Caucasians, 50 percent of African-Americans, and 39 percent of Asians. Researchers indicate that the popularity of sports drinks among Hispanics is most likely due to the youth of the Hispanic market as well as the prevalence of manual labor jobs among Hispanic workers.
“When choosing how to spend their beverage dollars, Hispanics’ country of origin, income, acculturation level and age drive their purchasing decisions,” said Leylha Ahuile, senior multi-cultural analyst at Mintel, in a news release. http://www.mintel.com/press-centre/press-releases/898/thirst-quenchers-and-imported-beer-are-favorites-among-hispanic-beverage-consumers “Lifestyle is also important, including family size and the presence of children in the household.”
In the alcoholic beverage category, Latinos clearly prefer beer above any other drink. Specifically, Hispanics drink more imported beer than any other ethnic consumer segment. More than one in four U.S. Hispanics consume tequila — a reflection of the fact that 63 percent of Hispanics in the U.S. are of Mexican origin. However, wine ranks as one the least preferred beverages among Hispanics with just 23 percent of Hispanics identifying themselves as wine drinkers compared to 33 percent of the general population.
“Many US Hispanics, particularly Mexicans, have not been exposed to wine in their home country, so there isn’t a wine drinking culture or tradition,” said Ahuile. “However, we expect this to change in the coming years as it is already on the rise. Between 2005 and 2010, the number of glasses of wine consumed by Hispanics per month increased by nearly 50 percent. Many of these Hispanic wine consumers are second or third generation and their level of acculturation is impacting their wine consumption habits.”
Wine consumption trends demonstrate the impact acculturation and similar market pressures have on Hispanics as well as other ethnic consumer groups. “When choosing how to spend their beverage dollars, Hispanics’ country of origin, income, acculturation level and age drive their purchasing decisions,” added Ahuile. “Lifestyle is also important, including family size and the presence of children in the household.”
 Photo (c) Stock Xchng

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