![]() ![]() While some eaters have shunned these aged brands as unhealthy and not remotely natural, Kraft (KFT) has decided that its messages about how Singles are made with wholesome milk, not oil and water, would resonate best with Latina moms, who are focused on what Chris McGrath, senior director of Latina cohorts for Kraft Foods, calls "food quality and value." McGrath says the campaign was very successful. Same with candy and gum - non-Hispanics consumed 1.7% less and Hispanics 8.2% more.Ĭonsider products like Kraft Singles and Kool-Aid. ![]() For instance, according to the firm, cracker sales declined overall between 20, but rose 12% among Hispanics. ![]() As Latinum Network points out, Hispanics are the only growth market for many key food, beverage and restaurant categories. Of course, Hispanic marketing is nothing new, but it's becoming increasingly central to food companies' agendas. The hidden message: Get your numbers up, so we can sell you more Tostitos and Mountain Dew. Why else, after all, would Pepsi (PEP) care whether or not Hispanics fill out their Census forms? Its Yo Somo online campaign, which includes a chance to be in a documentary by actress Eva Longoria Parker (apparently in her directorial debut), asks Hispanics to stand up and be counted. And well above and beyond the pure population growth for Hispanics, which is between 3% and 4% a year. This means that while other groups are busy cutting back in their food spending, Hispanics are spending more. The Hispanic marketing firm Latinum Network reports that between 20, food, beverage and restaurant sales from non-Hispanic consumers declined by $17.7 billion, or 2.4%, while sales from Hispanics rose by $14.8 billion, or 18%. With so many Americans already eating too much (23% more calories per capita than in 1970) and overwhelmed with too many choices (thousands of new products are introduced every year), you have to wonder where food and restaurant companies are going to find new growth in the U.S. ![]()
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