Latin American cuisine remains a favorite flavor profile across the country, for all ages.

In a national survey about the spices and flavor profiles consumers use the most when cooking at home, Spokane, Wash.-based Spiceology found that Latin flavors were used the most in nearly every region besides the Northeast, which ranked Mediterranean flavors first and Latin second.

Source: Spiceology

Spiceology also surveyed its consumers on their favorite food trends, and many of them — such as birria, sweet heat, street food, nostalgia, tropical fruits, and alternative meats — can be incorporated in Latin American prepared meals in the deli.

Source: Spiceology

Hispanic consumers drive growth

Chicago-based Circana recently published a new report that found Hispanic consumers drive 16% of total consumer packaged goods (CPG) growth in the United States.

The Hispanic demographic makes up 20% of the national population, 14% of US households, and more than 25% of Gen Z and Gen Alpha. Circana said that means the Hispanic population will continue to be a powerful consumer group long-term.

“Hispanic households are crucial drivers of CPG growth, accounting for 14% of U.S. households while delivering 16% of total growth,” said Sally Lyons Wyatt, global executive vice president and chief advisor, Circana. “Brands and retailers that align their offerings with Hispanic consumers’ values and preferences — such as offering natural, sustainably packaged products in beauty and personal care, and multi-flavor variety packs for larger households — will unlock new growth opportunities in the years ahead.”

“The Hispanic consumer continues to outpace the overall market in key categories across general merchandise as well, driving growth,” said Marshal Cohen, chief retail advisor, Circana. “Understanding the opportunity in front of retailers and manufacturers is critical for retail growth, and it will become even more important as the Hispanic population grows. Marketers continue to invest in reaching a variety of demographics, and the Hispanic opportunity needs to be part of that focus.”

"Hispanic households have outpaced non-Hispanics in both dollar (3.5% versus 2.6%) and unit (1.7% versus -0.3%) sales growth over the past year, despite over-indexing in incomes below $50,000."

"Unacculturated Hispanics prioritize natural, plant-based, and sustainably packaged products."

Source: Circana

This article is an excerpt from the December 2024 issue of Supermarket Perimeter. You can read the entire Latin American feature and more in the digital edition here.