An article by Peter Francese in Advertising Age stresses the potential for sales to the Hispanic market. The article is extracted from a white paper “Hispanic America 2010” detailing the demographics and purchasing power of this important segment of the population.
It is anticipated that the 2010 Census will record 50 million Hispanics in the U.S., representing the second-largest consumer market. The average Hispanic family has four members compared to 2.9 members in the average Caucasian family. More than a third of Hispanics in the U.S. are under 18 years of age and at least 44% of the demographic is conversant in English.
Concentration of Hispanics is a reality which can be applied to developing distribution channels. With 76% of the target population in eight states and 50% in two states (California and Texas), this highlights the opportunity for direct marketing of eggs and derived products. Indirect evidence suggests that Hispanics are significant consumers of eggs justifying directed branding, promotional, product and distribution strategies to enhance consumption.