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International Markets Bureau AMERICAN EATING TRENDS REPORT
MEXICAN DISHES
JULY 2012
CONSUMPTION DEMOGRAPHICS With a growing Latin American population, Mexican food has become increasingly popular and mainstream in the
United States. Mintel estimates that sales of Mexican food reached more than US$5 billion in 2010. Sales of tortillas, taco shells, and kits accounted for 30% of total Mexican food sales. This last category is expected to reach US$2 billion in sales by 2015, presenting a number of opportunities for producers of Mexican tortillas, taco shells and kits, as well as suppliers of other ingredients and items needed to make a taco (Mintel, 2011).
Mexican dish* eatings are highest among young adults (18-34 years old), particularly men.
Regardless of the type of Mexican dish, its consumption decreases as age increases.
Tacos/Burritos were the most eaten products within Mexican dishes. While all other Mexican dishes (including nachos, enchiladas and fajitas) were consumed at a lesser rate, overall consumption of these products has been increasing over the past decade.
Core Markets (at least 20% above average consumption rate) Children aged 13 to 17 years old (tacos/burritos); Male adults 18 to 34 and 35 to 44 years old (tacos/burritos); Female adults 18-34 years old (tacos/burritos); Non-white Hispanics and low income families (tacos/burritos); White/non-Hispanic consumers (Mexican dishes); and Households with four members had the highest consumption rate (nachos and tacos/burritos). Underdeveloped Markets (at least 20% below average consumption rate) Children aged 13 to 17 years old (nachos and enchiladas); Adults aged 55 years or older (Mexican dishes).; and Women over the age of 65 years ate significantly fewer Mexican dishes (tacos/burritos) than their male counterparts. CONSUMPTION LOCALE Overall, Mexican dishes were eaten as dinner (whether at home or carried away from home) on 68% of meal
occasions, as lunch on 26% of meal occasions, and as breakfast on 4.5% of meal occasions. Rarely were Mexican dishes consumed as snacks or in the morning.
When consumed at home, Mexican dishes were almost always eaten as a main meal. They were consumed as a dinner meal 67% of the time and as a lunch meal 23% of the time.
When not consumed at home, Mexican dishes were carried away to be consumed as lunch on almost all occasions.
Unless otherwise stated, all of the information in this report was derived from the NPD Group’s National Eating Trends database, updated to November 2010, and reflects the eatings (defined by NPD as the number of times any particular category/item is eaten by an individual in a specified location or time period) of Mexican dishes at home or carried away from home. This report does not reflect purchases of food products made through foodservice establishments, or the consumption thereof. NPD monitors the eating habits and attitudes of American consumers by surveying 5000 individuals reporting on 14-day’s continuous consumption of all meals and snacks. Please note that NPD’s state sample size might not be representative of the Hispanic groups found in each state, which tends to skew the data towards non-Hispanic users.
Source: Mintel, 2011.
*Mexican Dishes include: tacos/burritos; nachos; enchiladas; and other Mexican dishes.
JULY 2012
MEXICAN DISHES
CONSUMPTION CALENDAR Overall, Mexican dishes were eaten more frequently on Mondays and Tuesdays. Tacos/Burritos were more common
on Mondays, while enchiladas were most enjoyed on Tuesdays and Saturdays. Nachos were preferred on Fridays and were also the most likely Mexican dish to be eaten on Sunday.
The most popular Mexican foods to be eaten during the Fall/Winter months were enchiladas and nachos. The spring months (March, April, May) represented a peak period for taco/burrito consumption. PROMINENT PREPARATION METHODS Mexican dishes were prepared warm 80% of the time. They were heated on the stove top (36.5%), in an oven (11%),
in a microwave (26%), and in a toaster or grill (1.3% and 1.7%). Tacos/burritos were eaten warm in the majority of meal occasions, heated 38.5% of the time on a stove top, 26% of
the time in the microwave and 11% in the oven. Enchiladas were eaten warm on 86.5% of meal occasions. They were heated in the oven (44%), in the microwave
(27.8%) and not heated the rest of the time. CONSUMPTION BY REGION Mexican dish consumers resided primarily in the Pacific (18.9% of U.S. eatings), the East North Central (18.1% of
U.S. eatings), and the South Atlantic (15.2% of U.S. eatings) states. Residents of the Northeastern region showed the lowest Mexican dish consumption, with only 6.2% of U.S. eatings.
Tacos/burritos were preferred in the Western region, while nachos, enchiladas and all other Mexican food were most enjoyed in the Southern states of the U.S.
PAGE 2
Source: NPD Group. Source: NPD Group.
Eatings by U.S. Region (%)
North East
New England 1.9
Mid-Atlantic 4.3
Central
East North Central 18.1
West North Central 9.1
South
South Atlantic 15.2
East South Central 5.9
West South Central 13.0
Mountain 13.7
Pacific 18.9
West
6.2
27.2
21.1
32.6
JULY 2012
MEXICAN DISHES MEXICAN DISHES
Source: Mintel, 2011.
PAGE 3
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
2005 2006 2007 2008 2009 2010(est.)
2011(est.)
2012(est.)
2013(est.)
2014(est.)
2015(est.)
Food, Drug and Mass Merchandisers (excluding Walmart) sales of Mexican food, at current prices, Historic/Forecast (US$ Million)
Food, Drug and Mass Merchandisers (excluding Walmart) Sales of Mexican Food Current Prices, Historic/Forecast (US$ Millions)
MARKET OPPORTUNITIES The Mexican food category generated US$5.2 billion for Food, Drug and Mass Merchandisers (excluding Walmart) in
2010. While total sales were less than in 2009, Mintel expects this market to recover quickly and reach over US$6 billion by 2015.
A Mintel custom consumer survey showed that 25% of Mexican food/
ingredient users buy Mexican frozen food. It also showed that, while Mexican food has been generally perceived as an unhealthy choice, 25-34 year olds are more likely than older consumers to enjoy fish tacos, which are regarded as a healthier version of this Mexican dish.
Data from the U.S. Census Bureau shows that Hispanics and Asians
will have the greatest population growth over the next five years. As Hispanics try to stay connected to their cultural heritage, they will likely seek Mexican products, presenting opportunities for new and diverse Mexican dishes. (United States Department of Agriculture, Economic Research Service [2011]. Food Availability Data system.)
PAGE 4
JULY 2012
MEXICAN DISHES
Source: Mintel, 2012.
Source: Mintel, 2012.
Cheese Quesadilla Mexican Style Rolls Product Description: Old El Paso Cheese Quesadilla Mexican Style Rolls are mini, Mexican style rolls, featuring a golden crust filled with cheese. This microwaveable product retails in a 19.8-oz. pack with 40 units. Positioning Claims: Microwaveable
Source: Mintel, 2012.
MEXICAN DISHES—New Products Between November 2009 and November 2011, a total of 78 products with the word “Mexican” in its product
description were introduced into the U.S. market. These products belonged to the categories “Meals and Meal Centers”, “Snacks”, “Soup”, “Processed Fish, Meat and Egg Products”, and “Side Dishes”.
Mexican Style Bake Product Description: Casa Mamita Mexican Style Bake is made with seasoned rice, refried beans, ground beef and tomato sauce topped with cheese and tortilla crumbs. This U.S. Department of Agriculture (USDA)-certified product retails in a 55-oz recyclable pack. Also available in this range is Mexican Style Lasagna. Positioning Claims: Ethical - Environmentally Friendly Package
Tortilla Soup Product Description: Ortega Tortilla Soup is a Mexican style soup with chipotle and cilantro. This soup is all natural, kosher-certified and retails in a 5.3-oz. pack. Also available is a Black Bean Soup variety. Positioning Claims: All Natural Product, Kosher
PAGE 5
JULY 2012
MEXICAN DISHES
Source: Mintel, 2011.
Source: Mintel, 2011.
0
5
10
15
20
25
30
Microwaveable Ease of Use NoAdditives/Preservatives
All Natural Product Low/No/ReducedAllergen
U.S. Mexican Product Introductions, November 2009 to November 2011, Top 5 Claims
New Packaging
10%
New Product44%
New Variety46%
Mexican Product Introductions in the U.S. by Launch Type, Nov. 2009 to Nov. 2011
Nu
mb
er o
f p
rod
uct
s
MEXICAN DISHES—Product Positioning From the 78 products found in Mintel’s Global New Products Database, the most popular claims were
“microwaveable”, “ease of use” and “no additives/preservatives.” The top five sub-categories of these products were: prepared meals, corn-based snacks, pizza, wet soup and poultry products.
New products accounted for 44% of products launched, while new variety products accounted for 46% and new
packaging accounted for 10% of products launched.
JULY 2012
MEXICAN DISHES
Source: Mintel.
Hard & Soft Taco Dinner Kit Product Description: Old El Paso Hard and Soft Taco Dinner Kit has been repackaged and is now available in an 11.4 oz. pack containing six taco shells, six flour tortillas, a mild taco sauce and seasoning mix. The product is ready in 20 minutes and features crunchy shells made with whole grain corn. Positioning Claim: Whole grain
Source: Mintel.
Source: Mintel.
Source: Mintel.
PAGE 6
TACOS AND BURRITOS — New Products A total of 131 new taco/burrito products were introduced in the U.S. market between November 2009 and
November 2011, according to the Mintel Global New Products Database (2011). The following are some examples:
Beef and Bean Burrito Product Description: 7-Select Beef & Bean Burrito contains a no-mess tray and is claimed to be a heat-and-go product, as it can be cooked in the microwave for 45 seconds. This product retails in a 5 oz. pack. Positioning Claims: Convenient Packaging, Ease of Use, Economy, Microwaveable, On-the-Go
Egg and Sausage Breakfast Burrito Product Description: Café W Egg & Sausage Breakfast Burrito contains eggs, sausage, cheese and hash browns in freshly baked, hand-stretched, flour tortilla. The burrito can be microwaved in two minutes. This product contains 0 g of trans fat per serving and retails in an 8-oz. pack with two pieces. Positioning Claims: Low/No/Reduced Trans fat, Microwaveable, Time/Speed
Taco Dinner Kit Product description: The Señora Verde Taco Kit has been repackaged in a 4.5 oz. box. This product is said to be crispy, crunchy, tasty, and delicious from the oven or out of the box and requires only the addition of meat and toppings to prepare in just minutes. A recipe for taco casserole is displayed on the packaging. Positioning Claim: Ease of Use
JULY 2012
MEXICAN DISHES
PAGE 7
Source: Mintel, 2011.
New Packaging
12%
New Product41%
New Variety46%
Relaunch1%
Taco and Burrito Product Introductions in the U.S. by Launch Type, Nov. 2009 to Nov. 2011
Source: Mintel, 2011.
0
10
20
30
40
50
60
70
80
90
Microwaveable Ethical -EnvironmentallyFriendly Package
Low/No/ReducedTransfat
Ease of Use Time/Speed
Number of Products
U.S. Taco or Burrito Product Introductions, Nov. 2009 to Nov. 2011, Top 5 Claims
Nu
mb
er o
f p
rod
uct
s
TACOS AND BURRITOS — Product Positioning From the 131 products found in Mintel’s Global New Products Database, the most popular claims were
“microwaveable”, “ethical-environmentally friendly package” and “low/no/reduced trans fat.” The top five sub-categories of these products were: sandwiches/wraps, meal kits, rice, prepared meals and pizzas.
New variety category accounted for 46% of products launched, while new products accounted for 41% and new
packaging accounted for 12%. One percent of all products launched belonged to the re-launch category.
PAGE 8
JULY 2012
MEXICAN DISHES
Source: Mintel, 2011.
Source: Mintel, 2011.
Source: Mintel, 2011.
ENCHILADAS — New Products A total of 33 enchilada products were introduced in the U.S. market between November 2009 and November 2011,
according to the Mintel Global New Products Database (2011). The following are some examples:
Enchilada Bake with Beef Product Description: Wegmans Enchilada Bake with Beef comprises southwest style vegetables layered between corn tortillas with ranchero sauce and cheese. This mildly spicy product is available in a 40-oz. pack. Positioning Claims: n/a Milk, Wheat
Baja Chicken Enchilada Soup GFS Baja Chicken Enchilada Soup is a USDA-certified ready-to-cook product, and retails in a 128-oz. recyclable pack. Positioning Claims: Ease of Use, Ethical-Environmentally Friendly Package
Rotisserie Chicken Enchiladas Product Description: Excelline Rotisserie Chicken Enchiladas are comprised of tender rotisserie flavored chicken in a mild enchilada sauce. This microwaveable product is hand made, and retails in a 50-oz. recyclable pack. Positioning Claims: Ethical-Environmentally friendly package, Microwaveable
PAGE 9
JULY 2012
MEXICAN DISHES
Source: Mintel, 2011.
Source: Mintel.
New Packaging
15%
New Product
58%
New Variety27%
Enchiladas Product Intoductions in the U.S.,by Launch Type, Nov. 2009 to Nov. 2011
0
1
2
3
4
5
6
7
8
9
Microwaveable Ethical -EnvironmentallyFriendly Package
Premium Low/No/Reduced Fat Hormone Free
Nu
mb
er o
f Pro
duc
ts
Enchilada Product Intoduction in the U.S., Top 5 Claims, Nov. 2009 to Nov. 2011
ENCHILADAS — Product Positioning From the 33 products found in Mintel’s Global New Products Database, the most popular claims were
“microwaveable,” “ethical-environmentally friendly” and “premium package.” The majority of these products belonged to the “prepared meals” sub-category.
New products accounted for 58% of products launched, while new variety products accounted for 27% and new
packaging accounted for 15% of products launched.
PAGE 10
JULY 2012
MEXICAN DISHES
Source: Mintel, 2011.
Source: Mintel, 2011.
Source: Mintel, 2011.
NACHOS — New Products A total of 123 nacho products were introduced in the U.S. market between November 2009 and November 2011,
according to the Mintel Global New Products Database (2011). The following are some examples:
Nacho Chips Product description: Ricos Nacho Chips are made using with the finest American stone ground corn, vegetable oils and salt. These thicker chips are said to be great for dipping and snacking. They are all natural and free of trans fat, cholesterol, gluten and preservatives. The product retails in a 14-oz. pack. Positioning Claims: All Natural Product, Gluten-Free, Low/No/Reduced Allergen, Low/No/Reduced Cholesterol, Low/No/Reduced Trans fat, No Additives/Preservatives
Nacho Cheese & Beef Mini Chimis in a Seasoned Batter Product description: El Monterey Nacho Cheese & Beef Mini Chimis in a Seasoned Batter contain 0 g trans fat per serving and are perfect for snacks and parties. This microwaveable product has been inspected and passed by the U.S. Department of Agriculture and is said to be ready to serve within one minute. The product retails in a 21-oz. pack containing 14 mini chimichangas. Positioning Claims: Low/No/Reduced Trans fat, Microwaveable, Time/Speed
Nacho Cheese Tortilla Chips Product description: Grande Nacho Cheese Tortilla Chips are said to be prepared in the old style to deliver the hearty flavor and satisfying crunch of authentic tortilla chips. This certified-kosher product is free from gluten and trans fat. It is artificially flavored and retails in a 12-oz. bag. Positioning Claims: Low/No/Reduced Trans fat, Low/No/Reduced Allergen, Gluten-Free, Kosher
JULY 2012
MEXICAN DISHES
PAGE 11
Source: Mintel, 2011.
Source: Mintel.
New Formulation
7%
New Packaging
33%
New Product21%
New Variety39%
Nachos Product Introductions,in the U.S. by Launch Type, Nov. 2009 to Nov. 2011
0
10
20
30
40
50
Low/No/ReducedTransfat
Kosher NoAdditives/Preservatives
All Natural Product Low/No/ReducedAllergen
Num
ber
of P
rodu
cts
Nacho Product Introductions Nov. 2009 to Nov. 2011, Top 5 Claims
NACHOS — Product Positioning From the 123 products found in Mintel’s Global New Products Database, the most popular claims were
“microwaveable,” “ethical-environmentally friendly” and “premium package.” The majority of these products belonged to the “prepared meals” sub-category.
New variety products accounted for 39% of products launched, while new packaging products accounted for 33%,
new products accounted for 21%, and new formulation products accounted for 7%.
JULY 2012
© Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food Canada (2012). The Government of Canada has prepared this report based on primary and secondary sources of information. Although every effort has been made to ensure that the information is accurate, Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein. For more information, or to request additional copies or an alternate format of this publication, please email [email protected] or contact the International Markets Bureau - Agriculture and Agri-Food Canada, 1341 Baseline Road, Tower 5, 4th floor, Ottawa, ON Canada K1A 0C5
MEXICAN DISHES
PAGE 12
MARKET OPPORTUNITIES Retaining Key Markets Adults, particularly male adults aged 18-34 years, lower-to-middle-income consumers, households with more than
four members, and families with children, are key markets for all Mexican dishes. Key market consumers also tend to be White/non-Hispanic, as well as those living in the southern areas of the U.S.
Maintaining low prices, convenient and easy-to-use packaging, as well as microwaveable dishes, could help retain these key markets.
Other claims such as easy-to-prepare, and products targeting families with children, will also attract new key market consumers.
Possible New Opportunities While the data from NPD does not specifically refer to Hispanic groups in the U.S., databases such as Mintel
predict that products targeted at Hispanic consumers could gain ground, as this group continues to grow and demand foods reminiscent of their culture. The introduction of new and easy-to-prepare Mexican-style meals could satisfy Hispanics' need for tradition, while also meeting their need for convenience by saving preparation time.
The breakfast meals category is currently underserved. Convenient meals, such as huevos ranchero (rancher’s eggs), could become popular among busy consumers, particularly within the frozen section.
Healthy, better-for-you products are in demand and will become increasingly popular. For example, products based on fish and leaner meat tacos could attract health-conscious consumers seeking flavorful meals.
KEY RESOURCES Datamonitor. (2011). Global Trade Atlas (2011). Mintel Global New Products Database (2011). The NPD Group/National Eating Trends® (U.S.), year ending November 2010.
