Say Ole to the Hispanic market

Prepared Foods, March, 1999

Today, Hispanics represent 11% of the U.S. population. By 2010, this proportion will increase to more than 14%. In fact, Hispanics will account for 40% of the U.S. population growth from 1995 to 2010.

About 65% of the 30 million Hispanics are from Mexico. Fourteen percent came from Central & South America, 10% from Puerto Rico and 4% are of Cuban descent.

Over the past five years, Hispanic purchasing power has increased at a compounded annual growth rate of 7.5%. Total Hispanic purchasing power is approaching $300 billion, which is greater than most Latin American countries.

About two-thirds of Hispanics live in 10 major metropolitan areas - Los Angeles, New York, Miami, San Francisco/Oakland/San Jose, Chicago, Houston, San Antonio, Sacramento, Dallas and San Diego.