FCP Webinar – April 15, 2011
1
Sylvia Melendez-KlingerMS, RD, LDN, CPT
April 15, 2011
American Dietetic Association
Food and Culinary Professionals DPG
Presentation Outline
� Describe the Hispanic community
� Hispanic attitudes about health, nutrition, and food
� General characteristics of the Hispanic diet
� Key Hispanic diet issues
� How to reach your Hispanic customers
Hispanic Population
50.5
million
Hispanic
population in the
U.S. (Based on the 2010
Census)
The Hispanic population grew 43% between 2000 and 2010
US Census Bureau 2011http://www.census.gov/prod/cen2010/briefs/c2010br-02.pdf
Hispanic Population
2nd
Ranking of the
size of the U.S.
Hispanic
population
worldwide
(Only Mexico has a larger Hispanic population)
US Census BureauUS Census Bureau News, July 15, 2010
CB10-FF.17
FCP Webinar – April 15, 2011
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Hispanic Population
27.4
years
Median age of
the Hispanic
population in the
U.S. in 2009
(Compared to 36.8 years for the U.S. population as a whole)
US Census BureauUS Census Bureau News, July 15, 2010
CB10-FF.17
Population Characteristics
White
69%
Asian
4%
African
American
13%
Hispanic
13%
2000
U.S. Census Bureau, 2000
White
50%
Asian
8%
African
American
15%
Hispanic
24%
2050
Distribution of Hispanics Across StatesStated as percent share of total U.S. Hispanic population, 2009
� California (28.3%)
� Texas (18.9%)
� Florida (8.2%)
� New York (6.8%)
� Arizona (4.2%)
� Illinois (4.1%)
� New Jersey, Colorado, New Mexico, Georgia (8.7%)
� Other States (20.8%)
Pew Hispanic Centerhttp://pewhispanic.org/factsheets/factsheet.php?FactsheetID=70
Table 15
Red=state lost share since 2000Green=state gained share since 2000
Arizona and New Mexico do not rank high with respect to total U.S. Hispanic
population, however...
Pew Hispanic Centerhttp://pewhispanic.org/factsheets/factsheet.php?FactsheetID=70
Table 13
A significant portion of their
state’s population is
Hispanic
Hispanic Population, By State
FCP Webinar – April 15, 2011
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Hispanic Subgroups – Who’s Living Where?
� Mexican American
� California, Texas, New Mexico, Arizona, Illinois
� Central/South Americans
� California, Florida, New York, Texas
� Puerto Rican
� New York, Florida
� Cuban and Caribbean
� Florida (Miami), New York, New Jersey
Pew Hispanic Centerhttp://pewhispanic.org/factsheets/factsheet.php?FactsheetID=59
Table 13
What’s In a Name? Hispanics vs. Latinos
� Generally the terms are used interchangeably
� “Hispanic” refers to geographic origin or ethnicity, NOT race
� Hispanic: Describes any person, regardless of race, creed, or color, whose origins are Mexican, Puerto Rican, Cuban, Central or South American, or of some other Hispanic origin
� Latino: Describes persons of Latin American origin
Use “Latino” when referring to a man
Use “Latina” when referring to a woman
Acculturation and Assimilation
� Terms often used (incorrectly) interchangeably
� Acculturation: the process of acquiring a second culture� Keep some aspects of first culture (bicultural)
� Blending of values
� More acculturation seen with more recent immigrants
� May be evaluated by socioeconomic status, English speaking at home, or years living in the U.S.
� Assimilation: the process of replacing one’s culture with another� Effective loss of first culture
� Seen with earlier immigrants
Language Preference
� 35 million U.S. residents age 5 and older spoke Spanish at home in 2008 � 12% of U.S. residents
� More than half spoke English “very well”
� Number has more than doubled since 1990
� 76% of Hispanics age 5 and older spoke Spanish at home in 2008
US Census BureauUS Census Bureau News, July 15, 2010
CB10-FF.17
FCP Webinar – April 15, 2011
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Emerging Latino Identity
Younger
Higher birth rates
Longer life expectancy, but higher morbidity
Hispanic Attitudes about
Health and Food
Hispanics and Health
� Worry about their health on behalf of family� A life-threatening illness can affect their ability to
provide for their family
� More focus on wellness, prevention� Versus usual focus on treatment in the U.S.
� Broad definition of health that includes� Mainstream medicine� Tradition� Traditional healing� Strong religious component
� Less likely to receive healthcare services compared to non-Hispanic whites
Cultural Values
Familiarismo Family/group emphasis
ConfianzaTrust
Confidence
PersonalismoImportance of personal relationships
Face to face contact
RespetoRespect based on age, gender,
social position, economic status
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Key Health Issues
� Obesity
� Higher prevalence in Hispanics vs. non-Hispanic whites1
� Higher rates of obesity-related diseases• Heart disease, hypertension
• Diabetes
• Cancer
� Heart disease the leading cause of death among Hispanics2
1. CDC. Summary Health Statistics for US Adults: 2009. Table 31. 20102. National Center for Health Statistics. 2007 data. 2011
Age-adjusted percentage of persons 18 years and over who are obese (BMI≥30), 2009 (National Health Interview Survey)
Hispanic/Latino (%) Non-Hispanic White (%)
Men 32.6 26.8
Women 30.6 24.4
Total 31.7 25.6
Food and Diet
Food = Love
But Mom interested in
trying to cook healthier
Cook from scratch
Source of pride and self-expression
Longer time spent in U.S. generally =
more unhealthy diet
Although not all studies
support this
Superstitions or myths
about food
Foods may be considered hot or cold -
meals need to be balanced
The Hispanic Diet
and Food Spending Patterns
Diet and Lifestyle Characteristics
• Acceptance of over-eating, large portions
• Lack of exercise
• Cultural isolation
• Acceptance of larger body size = wealth, health, strength
• Perceptions/view of healthy weight
• Traditional dishes high in calories, fat
• Cultural celebrations centered around food
• Poor eating habits
• Lack of nutrition education
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Characteristics of the Hispanic Diet
� Influenced by the core elements of their county of origin
� Core elements of traditional Hispanic diet revolve around
� Grains
� Beans
� Fresh fruits and vegetables
� Move away from traditional diet with more time in the U.S. and better economic status
Heise, D. USDA, ARSwww.nal.usda.gov/outreach/HFood.html
Food Differences by Hispanic Subgroup
� Grains
� Corn, amaranth (Mexicans)
� Wheat, quinoa, potatoes (South Americans)
� Rice (Caribbean, coastal regions of Latin America)
� Beans
� Black (Cubans, southern Mexicans, Central Americans, Venezuelans)
� Pinto (Northern Mexicans, Dominicans, Puerto Ricans)
� Red kidney (Cubans, Central South Americans, Hispanic Caribbeans)
� Pigeon peas (Puerto Ricans, Dominicans)
� Chick peas/garbanzos (Venezuelans, Brazilians) Heise, D. USDA, ARS
www.nal.usda.gov/outreach/HFood.html
Food Differences by Hispanic Subgroup
� Differences in heat, spiciness, pungency and sweetness
� Sofrito – used to flavor many dishes � Spanish: made from tomatoes and is sweet
� Puerto Rican: made from cilantro and is pungent
� Cuban: made from parsley and is mild
� Heat or spiciness� Cooks from the Caribbean (e.g., Cuba, Puerto
Rico and Dominican Republic) tend not to use chilies in their cooking (maybe only as a condiment)
Heise, D. USDA, ARSwww.nal.usda.gov/outreach/HFood.html
Characteristics of the Hispanic Diet
1. CDC. Advance Data. #395, May 20, 20082. What We Eat in America. NHANES 2007-2008. Tables 2 and 34
� Mexican American vs. non-Hispanic white
� Lower overall HEI, but not statistically significant
� Less dietary variety
� Lower intakes of dairy, fruits, vegetables, dietary cholesterol
� Higher intakes of sodium
� Higher intakes of fat, but not statistically significant
Healthy Eating Index (HEI) scores, age 60 and older, NHANES 1999-20021
� Hispanics less likely to consume three meals per day, but more likely to eat any two meals vs. non-Hispanic whites
� Hispanics consumed lower mean amounts of total fat, saturated fat, vitamin A, folate, vitamin E, calcium vs. non-Hispanic whites
What We Eat in America, age 2 and older, NHANES 2007-20082
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Hispanic Shopping Trends
Mintel 2008 Nielsen Multicultural, 2010
U.S. Bureau of Labor Statistics, Consumer Expenditure Survey, 2008US Census 2009 ACS
The Futures Company, Yankelovich Monitor Minute. 01/26/09
� 10% of total Latino expenditures are for food and beverage
� Households are larger, more children
� Younger
� Cultural attitudes (importance of meals, family)
� May be willing to pay more for organic, pesticide-free and healthy foods
� More worried about their health
� Meals represent an act of love toward family
� Diet from country of origin often healthier than typical U.S. diet
� Spend more in traditional mass merchandisers and warehouse clubs
� Spend more on categories for babies/children
� Spend more of their income on food consumed at home - 8.2% of total income vs. 5.9% for all U.S. households
� Spend 23% more on grocery items vs. total U.S.
� Very brand loyal
Hispanics Spend More than the Average U.S. Household
Geoscape
Beef34% more
Poultry35% more
Fresh Fruits
33% more
Fats & Oils23% more
Past Market Growth
Latinum, April 2010Geoscape (AMDS), October 2010
� Between 2005 and 2008, Hispanics accounted for $52 billion in new inflation-adjusted spending versus $40 billion by non-Hispanics
� Hispanics represent 16% of the population, but accounted for nearly 50% of the consumer spending growth in 2010
Growth and Opportunity
� By 2050 Hispanics are projected to be 24% of total U.S. population
� Their buying power is $978 billion today and projected to be $1.3 trillion by 2012
� Due to younger age and longer life expectancy, acquiring them as your customer means more spending over their life span vs. non-Hispanic whites
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Key Dietary Issues in
Hispanic Populations
The Hispanic Diet: Effects of Acculturation
1. Duffey KJ, et al. J Nutr. 20082. Eamranond PP, et al. Pub Health Reports. 2009
3. Fitzgerald N, et al. J Am Diet Assoc. 2008
� Compared to U.S.-born Hispanics, foreign-born Mexicans and other Hispanics more likely to consume legumes, fruits, vegetables and less likely to consume fast food, snacks and desserts
NHANES 1999-2004, Hispanic adults1
� Low acculturation associated with higher LDL cholesterol in those with hypercholesterolemia
NHANES 1999-2004, Hispanic adults2
� Less acculturated were less likely to consume regular soft drinks and salty snacks compared to highly acculturated
Latina women in Connecticut (most from Puerto Rico)3
The Hispanic Diet: Effects of Acculturation
1. Montez JK, et al. J Am Diet Assoc. 20082. Ghaddar S, et al. Rev Panam Salud Publica. 2010
3. Ayala GX, et al. J Am Diet Assoc. 2008
� U.S.-born Mexican American women consumed less fiber, beans, fruit, 100% juice, and whole grain breads and a higher percentage of energy from fat vs. Mexican-born women
� Greater use of English was associated with lower intakes of fiber and declines in fruit and vegetable intake in U.S.-born women
National Health Interview Survey 2000, Mexican American women1
� Lower acculturation associated with significantly higher fruit and vegetable intake and Healthy Habits Scale score
Alliance for a Healthy Border survey 2006-2008, Hispanics living on the U.S.-Mexico border2
� Lower acculturation associated with more healthful levels of nutrient consumption (except studies in Cuban Americans)
� Higher acculturation was associated with higher intakes of fast food and lower intakes of fruits and vegetables, rice, beans, fried foods/foods prepared with lard
Systematic review of literature (studies from 1965-2007)3
Juice Confusion
� Hispanics tend to have higher intakes of fruit juice and juice drinks and beverages (not 100% juice)
� “Juice Confusion” – Important to distinguish between 100% fruit juice and juice drinks/beverages/ades� 100% fruit juice more nutrient dense –
has more and a wider variety of nutrients per calorie
� 100% fruit juice counts as a fruit serving for MyPyramid
� 100% juice has naturally-occurring phytonutrients, which may be beneficial for health
� “Drinks” and “beverages” have added sugars, very little fruit juice
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Juice Confusion
� Read the label� Look for “100 Percent Juice”
� Words like “drink”, “beverage”, “cocktail”, “ade” and “punch” indicate a beverage that is NOT 100% juice
� Check serving size
� Check for beneficial nutrients such as vitamins and minerals
� Check ingredients� Shorter the list the better� High fructose corn syrup, sucrose, cane
sugar indicates an added-sugar product and likely not 100% juice
1. Colon-Ramos U, et al. J Am Diet Assoc. 20092. CDC. Advance Data. #395, May 20, 20083. August KJ, et al. J Gen Intern Med. 2010
Intakes of Fruits, Vegetables and Dairy
� Intake of total fruits and vegetables (cup equivalents) significantly higher in Hispanic women vs. non-Hispanic whites and blacks
� No difference in fruit and vegetable intake among Hispanic subgroups (6)
California Health Interview Survey 2005, Hispanic adults1
� Mexican Americans had lower Healthy Eating Index sub-scores for dairy, fruits, and vegetables vs. non-Hispanic whites
NHANES 1999-2002, adults age 60 and older2
� Compared to middle-aged (45-64 yrs) non-Hispanic whites, middle-aged English-proficient Latinos were less likely to consume recommended amounts of fruits and vegetables on a daily basis
� Compared to older (65-85 yr) non-Hispanic whites, older limited English-proficient Latinos were less likely to consume recommended amounts of fruits and vegetables on a daily basis
California Health Interview Survey 2007, adults age 45 and older3
How to Reach and
Meet the Needs
of Your Hispanic Customers
Reaching Your Hispanic Customer
�Get to know the Hispanic community in your area
� What are the dominant subgroups?
� What is the general level of acculturation?
� What is the prevalent socioeconomic situation?
� What is the age group – many young Hispanics?
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Reaching Your Hispanic Customer
� Create culturally-relevant topics to deliver messages that resonate
� Overall wellness and family health, disease prevention
� Prevention of overweight/obesity
� Home and from-scratch healthy cooking
� Family meal time
� Reference culturally relevant food items, recipes
Reaching Your Hispanic Customer
� Acknowledge/embrace cultural nuances and differences. Build trust by customizing messages and acknowledging challenges.
� Learn about the diet and food habits of your Hispanic customers (ask them!)
� Learn the foods and brands preferred by Hispanics (high brand loyalty) and explore expanding the variety of brands you provide
� Personalize messages, focus on their family lifestyle (children, extended family)
Reaching Your Hispanic Customer
� Focus on positives (“hero” foods and simple substitutions) that can have impact while maintaining cultural relevance
� Make culturally-relevant foods or recipes more healthful
� Lower fat dairy, milk, and yogurt
� Leaner cuts of meat and poultry
� Fruits and vegetables
� 100% fruit juices instead of sugar-added juice drinks and beverages
Reaching Your Hispanic Customer
� Do the research – learn about goods and services that cater to Hispanic tastes and preferences in cuisine and lifestyle
� Investigate and stock brands that Hispanics prefer – use information available on brand websites (recipes, menu ideas, etc.)
� Restaurants
� Media
� Organizations, clubs, recreation areas, malls
� Faith-based organizations
� Partner with a professional who works with the Hispanic community
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Reaching Your Hispanic Customer
� Embrace their culture – watch Spanish TV, read their magazines, read and use their favorite cookbooks, etc.
� Telemundo, Univision (National)
� Contact and partner with local Hispanic-focused groups or organizations (health fair, cooking demonstrations, supermarket tour focused on needs of Hispanic customers)
� Partner with local Hispanic focused TV, radio, or print media
� Learn a little Spanish!
Summary
� Hispanics represent a growing percentage of the U.S. population
� Great diversity among Hispanics based on country of origin and level of acculturation –cannot generalize
� Hispanics experience similar health issues as non-Hispanics but prevalence may be higher
� Interested in healthy food purchases and spend a higher percentage of income on food compared to the U.S. population as a whole
� Diets tend to be less healthy based on level of acculturation and time spent in the U.S.
� Advantageous to address the needs and wants of your Hispanic customer
Thank you!
Questions?