Your next target market

 "A lot of companies bring products from Latin America to the U.S.  , products that are very successful," says de Mello. "Sometimes you don't need to start from scratch."

Tecate Beer is a good example of a brand that expanded into the U.S. with its original image intact: sports and music, elements that easily cross borders.

Other companies are trying to reach the low-hanging dietary habits of the Hispanic consumer "Cereal companies are exploring fruits," says de Mello. It could be a solid match, since Hispanics rely heavily on fruits in their diets and spend 20 percent more on cereals than the general market.

Yet the fact remains that the more acculturated Hispanic consumers are eating out more often and combining the traditional Hispanic and American dishes

"When they cross the border, Hispanics go through a process of North Americanization.  They don't want to give up what they like from their own countries," says de Mello. A lot of products are using the Hispanic factor and leveraging that against the general market consumer. The gains are not just with the Hispanics, but those curious about the Hispanic lifestyle."

Sidebars

Hispanic Shoppers:  What They Like

US $Sales     *Hispanic CDI   *Non-Hispanic CDI

Mexican Foods            $1,041             257                  72

Spirits                           $2,446             163                  75

RFG Meat/Poultry        $690                152                  85

Wine                            $4,211             145                  90

Bottled Water               $2,742             150                  97