Ethnic Foods market in United States.

Overview
An ethnic market is a group of consumers that share a common cultural
background. Many times an ethnic market has a distinctive geographic area.
Ethnic food sales are being driven by the growing diverse population, a
resurgence in cooking and product innovation. Sales of U.S. ethnic foods,
including fresh produce, are estimated to reach $2.7 billion in 2015.

The U.S. population is older, wealthier, more educated and more ethnically
diverse than ever before. The Economic Research Service has identified three
general demographic trends expected to shape future U.S. food markets: more
diversity, more mature consumers and U.S. population growth.

Latino Population
The largest and fastest-growing consumer segment of the U.S. population is the
50.5 million Latino population, according to April 1, 2010, estimates by the U.S.
Census Bureau. Blacks accounted for the second largest minority group at 42
million followed by Asians at 17.3 million. American Indian and Alaska natives
had a population of 5.2 million. Native Hawaiians and other Pacific islanders
numbered 1.2 million.

The Latino population is projected to grow to an estimated 133 million people by

2050, according to the Census Bureau. The Black population is projected to reach
more than 65 million in 2050.

According to the Census Bureau, 63 percent of Latino-origin people have a

Mexican background. Others can trace their roots to Puerto Rico, Cuba,
Dominican Republic, Central and South America.

Consumers with Mexican heritage are accustomed to a diet rich in complex

carbohydrates. This includes corn and corn products, beans, rice and breads.
Proteins include beans, eggs, fish and shellfish, beef, pork, poultry and goat.
Because frying is a common cooking method, the Mexican diet tends to be
higher in fat.

U.S. consumers of Mexican descent eat the largest amount of dry beans, about
34 pounds per capita, compared to non-Latino whites (6 pounds per capita). The

type of bean depends on the culture. Cubans, Southern Mexicans, Central

Americans and Venezuelans use black beans. Northern Mexicans, Dominicans
and Puerto Ricans prefer pinto or pinta beans. Cubans, Central South Americans
and Hispanic Caribbeans use red kidney beans. Dominicans and Puerto Ricans
also use pigeon peas. Venezuelans and Brazilians use chickpeas or garbanzo
beans.

Latino foods are not always spicy. Oregano, tomato, garlic and black pepper are
used to flavor foods by cooks from Cuba, Puerto Rico and the Dominican
Republic. If chilies are used, they are usually mild.

Spending or buying power is defined as the total personal after-tax income of

residents for spending on everything. It does not include borrowed money nor
money saved in previous years. The Selig Center for Economic Growth at the
University of Georgia has tracked spending and population trends since 1990.

The buying power of Hispanics in 2009 was $978 billion, according to the Selig
Center, higher than the African-American population. Hispanic buying power is
expected to rise to $1.3 trillion in 2014. Hispanic households spend more on
groceries compared to average non-Hispanic consumers.

Latino households tend to spend more each week, $133 on groceries, compared
to other shoppers, who spend $92.50 per week. Grocery shopping is viewed as a
family affair for Latinos and usually not done alone. They prefer shopping on
weekends, with 58 percent shopping on either Saturday or Sunday.

Compared to the general U.S. shopper, U.S. Latinos shop for groceries three
times more per month, an average of 26 trips per month. While they frequent
supermarkets for basic grocery purchases, the study indicated Latinos are more
likely to also visit bakeries, butcher shops and produce markets on a regular
basis. Latinos surveyed also indicated shopping at discount superstores and
drugstores for cleaning products, paper goods, personal care items and other
necessities.

A Food Marketing Institute report indicated Hispanic shoppers were interested in

supermarkets that offered

A variety of fresh produce, meats and breads;

Latino products;
Bilingual store signs and packages;
Bilingual employees that are knowledgeable about Hispanic products; and
Advertisements in Latino and Spanish-language media.
About half of the Latino-origin population lives in California (14 million) and Texas
(9.5 million). Other states with Latino populations of 1 million or more include
Florida, New York, Illinois, Arizona, New Jersey and Colorado.

Asian-American Population
An estimated 17.3 million residents say they are Asian or Asian in combination
with one or more other race. This includes Chinese, Filipino, Asian Indian, Korean,
Vietnamese and Japanese. This group accounts for 5.6 percent of the total U.S.
population. California has the largest Asian-American population with 5 million
people.

In a traditional Asian diet, rice is the mainstay and commonly eaten at every
meal. Pork and poultry are the primary protein sources. Significant quantities of
dried beans and nuts are also eaten. Fruits and vegetables also make up a large
portion of the Asian diet.

The buying power of Asian Americans was $509 billion in 2009, according to the
Selig Center, and expected to rise to $697 billion in 2014. Because Asian
consumers have higher average income levels, they also spend more than the
average household on groceries and dining out.

African-American Population
Cuisine for African-Americans is sometimes referred to as soul food. It may
include the use of collard greens and other leafy green and yellow vegetables,
legumes, beans, rice and potatoes. Food preparation includes frying, barbecuing
and service foods with gravy and sauces. Home-baked pies and cakes are
common.

The buying power of African-Americans was $910 billion in 2009, according to

the Selig Center. It is expected to rise to $1.1 trillion in 2014. Despite their lower
average income levels, blacks spent a higher proportion of their money on
groceries. However, They spent less on eating out compared to non-blacks.