National Hispanic Advertising Agency

The Group Advertising Blog

Coffee: 4 tips to brew better sales with Hispanics

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Hispanics love coffee. It’s part of their culture. Today they are helping to drive the growth of coffee sales. It is estimated there are more than 31.3 million Hispanics who drink coffee in the USA. They represented a growth of 13% between 2010 and 2014 and also contributed 10% of the total U.S. coffee market ($831 million) according to Simmons NCS/NHCS Spring 2014.

Coffee is not just for the “Abuela,” the grandmother, anymore. Younger generations are becoming key consumers in this industry. 41% of Hispanic coffee drinkers fall within the Millennial group (ages 18-24) compared to 26% of non-Hispanics.

Based on research from the National Coffee Association (NCA), coffee consumption is stronger among Hispanic Americans than non-Hispanics. Hispanic Americans appear to drink more premium coffee types than non-Hispanics (46% drink gourmet coffee beverages daily versus 29% of non-Hispanics). Also, daily espresso consumption is higher among Hispanics (32% versus 11%).

Coffee is ingrained into Hispanics’ daily routine. Brand and taste are key to them. According to a report from Mintel Oxygen, “Coffee: US 2013,” some of their favorites within the coffee house brand category are: Bustelo, Folgers, and Maxwell House, followed by Starbucks and Dunkin’ Donuts. [Read more…]

Maximizing your hispanic advertising efforts

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Hispanics are growing at a fast pace. By 2050 the population is expected to grow 167%, making Hispanics the fastest growing subgroup in the American marketplace.

According to a report from the Pew research Center “What is the future of Spanish in the United States”, there are more than 37 million Spanish speakers, making Spanish the most spoken non-English language in the USA among people ages 5 and older. Since 1980, this number grew 233% when there were 11 million Spanish speakers.

Whether they are foreign born or U.S born, what keeps this community together as a strong group is a very defined culture from motherland Spain, thought by the Catholic Church. Also, they share one language: Spanish and the pursuit of the American dream.

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Hispanic or Latinos? Are you reaching the right group?

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Multiculturalism is redefining what it means to be American today.  Acculturation levels, language of preference, and country of origin make for unique sub-groups within the U.S. Hispanic market. The biggest mistake that a company can make is to view it as homogeneous. This market is comprised of subcultures from over 20 countries in Central and South America, including Spain and the Caribbean.

So, is it Hispanics or Latinos? It’s a question that people have struggled to answer when deciding what to call this growing group (which is now the second largest consumer market in the USA).

It is important to understand that “Hispanic” or “Latino” refers to an origin or ethnicity, not a race.

“Hispanics” refers to language, whether you or your ancestry came from a country that speaks Spanish. This term was adopted in 1970 during the Nixon administration for political purposes.

[Read more…]

Community Outreach: 4 Helpful tips to engage with hispanics

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For some companies the Hispanic market means an opportunity to expand their businesses. For others it is the million-dollar question: should they do something now or wait until they have to?

As the Hispanic community is the 2nd largest consumer market in the USA, you must have a true understanding of their culture and how to engage with them.

Other than the right form of advertising, one of the most effective ways to be successful in this market niche is community outreach. You must make a genuine effort in being part of and giving back to this community. For example: Sponsor Hispanic festivals, provide some scholarship opportunities, participate in events and others. Your company needs to show the appreciation for their trust and business.

Sometimes, companies look at community outreach as a quick way to generate revenue. They become members or sponsors of some Hispanic non-profit organizations. They sponsor a couple events during the year but they don’t fully embrace the effort by making an impact in the community. They don’t even have a marketing strategy or media buy in place to reinforce these half-hearted efforts.

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3 helpful tips to get more Hispanics into coffee shops.

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3 helpful tips to get more Hispanics into coffee shops.

Hispanics love coffee. It is part of their culture. Whether for breakfast, after lunch, a long night studying or mingling with friends, a nice “Café con Leche” or “Cortadito,” keeps you warm, energized and gets your day going.

Based on research from the National Coffee Association (NCA), coffee consumption is stronger among Hispanic Americans than non-Hispanics. This market report reveals that 74% of Hispanic Americans drink coffee daily. That’s a full 12 percentage points ahead of non-Hispanics.

This market trend has been an eye-opener for well-known brands such as Dunkin Donuts, Starbucks, Denny’s and more. They have been very proactive responding to this demand. However, there are still some decision makers that are thinking about it.

I had the opportunity to share current market research with the president of a coffee store in the Orlando market. He owns 4 stores and has good brand recognition. Even thought the Hispanic market in Central Florida represents 27% of the population, he still feels that it is not an opportunity to grow his business because he doesn’t have a store in the Miami market. What strikes me the most is that after pulling the demographics of his stores through Geoscape, 3 of his 4 locations are in an average density area of 50% Latino. The question is, how much profit is he missing out on? [Read more…]