Which 7 Natural and Organic Categories Score High With Hispanic Consumers?

Hispanic shoppers consume more natural, organic and better-for-you items than the overall U.S. population. New data, according to Jacksonville, Fla.-based full-service marketing firm Acosta, suggests manufacturers in the natural, organic and better-for-you space have a bona fide chance of generating higher sales by targeting this emerging healthier-eating consumer set.

Hispanic consumers’ purchasing growth in seven categories illustrates how natural and organic resonates more deeply with Hispanics than it did five years ago—regardless of the comparisons with the general populace.  

Acosta found that 44% of Hispanic shoppers in fall 2016 said they are trying to eat healthier by buying natural foods, compared to only 26% who did so four years earlier. And 39% said that during the fall season 2016, they ate organic foods despite the premium price attached to these varieties, compared to 31% in 2012, according to the study.

Click through to see the seven natural and organic product categories that index highest with Hispanic consumers, and how they might fit into the c-store space.
 

The Acosta study found that 32% of Hispanic consumers increased consumption of natural fresh poultry in fall 2016 compared to the same period in 2012. 

One c-store example, the Tyson Red Label Chicken With No Antibiotics Ever line, features popular chicken products and flavor profiles in tiered options that allow operators to better manage food costs and menu quality, according to the company. There are 64 products in the line, including fillets, patties, chicken strips and boneless wings. All of the chicken is transitioning to being raised without antibiotics. Also available are 100% all-natural selections.

According to the Acosta study, 32% of Hispanic consumers saw natural frozen entrees as appealing to them. 

So Right is a line of single-serve frozen meals made with natural ingredients. The meals come in 12 varieties, including Caribbean Inspired Chicken, Chorizo With Pasta & Fire Roasted Tomato, Sriracha Chicken Mac & Cheese and Teriyaki Meatballs With Mashed Potatoes. All of the meals are free of trans fats, high fructose corn syrup, and artificial flavors and colors. They contain at least 11 grams of protein.

Of Hispanics polled by Acosta, 32% prefer natural yogurt.

Organic Valley is introducing 6-ounce Grassmilk Yogurt Cups in four varieties: Strawberry, Wild Blueberry, Plain and Vanilla. The 100% grass-fed yogurt cups appeal to people seeking premium yogurt with high flavor, nutritional excellence and grab-and-go convenience. Grassmilk Yogurt cups feature cream on top and whole milk yogurt. They are available for an SRP of $1.69.

On the organic side, 42.2% increased their use of organic fruit.

Go Organically Fruit Snacks are USDA-certified organic bite‐size snacks made with real fruit purees and real fruit juices in three assortments: Fruit Medley, featuring strawberry, orange, apple, peach and cherry flavors; Mixed Berry, consisting of fresh‐off-the-vine varieties of strawberry, raspberry, blueberry and blackberry; and Tropical, with mango, kiwi-strawberry, pineapple, pink grapefruit and mandarin orange flavors. The snacks include 100% of the daily recommended value of vitamin C and are an ideal source of vitamins A and E, according to the company. Each individual pack has 70 calories and comes in eight‐count boxes for an SRP of $3.99.

 

Forty percent of Hispanic consumers polled said they were integrating more organic shelf stable juices into their daily diets. 

USDA-certified organic CORE Organic fruit-infused beverages contain 5 calories per serving and are made without artificial ingredients or sugar. The drinks contain less than 1 gram of sugar per serving with as much antioxidants as a half-cup of blackberries or cherries, all derived from white tea extract and maqui berry. An 18-ounce bottle is available in six flavors for an SRP of $2.49.

 

When it comes to baked bread and salty snacks, a range of 32.5% to 40.5% of Hispanic consumers consumed these types of products more frequently over the four-year period, according to Acosta. 

Vea Seed Crackers are one of three products in Mondelez International’s new snack portfolio focused on natural ingredients and globally inspired recipes. The crackers, designed for snacking with artisan cheese or preserves, come in Greek Hummus With Olive Oil and Mexican Garden Herb flavors. The crackers contain no artificial colors or flavors and are verified non-GMO.

 

The Acosta survey revealed a 51% increase in whole-grain consumption in 2016, compared to 34% of Hispanic shoppers who indicated this as a core diet preference in 2012.

Tree Top has added Fruit & Grains and Fruit & Veggies pouches to its product mix. The Fruit & Grains pouches include whole-grain oats and fruit purees in Apple Cobbler and Peach Cobbler flavors, and the Fruit & Veggies pouches combine fruit and vegetables such as sweet potato, beets and carrots. They come in Strawberry Banana and Peach Mango flavors. The pouches contain no artificial ingredients or high fructose corn syrup and are made with 100% real fruits and veggies. They do not require refrigeration.