Hispanic-Americans and Coffee
Hispanic-Americans make up 16.1% of the U.S. population, according to the 2012 U.S. Census, and their numbers are expected to grow to 24.4% by 2050. That’s a current total of 50 million Americans, an increase of 43% since 2000. By any measure, that’s a huge market of consumers whose tastes impact product strategies and bottom lines.
And, they drink coffee. In fact, more so than other Americans. New research reveals that Hispanics outpace non-Hispanics in overall consumption, as well as taste for premium coffee varieties. In Ethnicity and Coffee, an NCA report in the National Coffee Drinking Trends market research series, data show that 74% of Hispanic-Americans drink coffee daily – that’s a full 12 percentage points ahead of non-Hispanics. On a less frequent basis, they also drink more – 80% versus 72% for past-week consumption and 84% versus 77% for past-year.
The report also reveals that Hispanic-Americans favour premium coffees. Forty-six percent drink gourmet coffee beverages daily versus 29% of non-Hispanics. Thirty-two percent drink espresso, compared with 11% for non-Hispanics.
The higher consumption levels also play out across age groups. Among Hispanic-Americans 18-24 years of age, 57% drink coffee daily versus 48% for non-Hispanics. Daily consumption figures among Hispanic-Americans in other age brackets are: 74% versus 60% among 25-39 year olds; 78% versus 63% for those 40-59; and 87% versus 70% for the 60+ group.
Within the Hispanic-American population, too, there are fascinating behavioural variations based on the level of acculturation. Consumption came in even stronger among the sub-group who identified as Spanish-speaking rather than as bilingual or English-dominant. Among the Spanish-dominant group, 80% drink coffee daily compared with 77% among the bilingual group and 63% of those identifying as English-speaking.
There were differences in gourmet coffee consumption behaviours as well. Espresso-based beverages were consumed at least once per week by 57% of the Spanish-dominant group, compared with 55% for the bilingual group and 35% for the English-dominant. Cappuccino came in, respectively, at 38%, 34% and 16%, and espresso at 38%, 31% and 16%.
To achieve these results, the study used a custom, highly targeted methodology that included:
- Conducting the survey in both English and Spanish – to give respondents the chance to express themselves as they felt most comfortable and eliminate any loss of subtle meaning differences between the languages.
- Matching the research sample to the Hispanic-American population on the basis of age, gender and region, so as to mirror accurately the Hispanic-American market.
- Seeking out a representative sampling of language usage in the home to achieve an accurate mix among acculturation levels.
- Sourcing respondents from research panels managed in both English and Spanish, ensuring that they are relevant to consumers across all ranges of acculturation.
Ethnicity and Coffee is about to be published, and will be available via http://www.ncausa.org/EthnicityandCoffee/.