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37% of Hispanic shoppers are purchasing more private brand products this year and 25% plan to buy more in 2010. More than seven in 10 Hispanics agree that “store brands are a great value for the money,” according to the report. The report found that private brands account for 31% of household grocery expenses among Hispanics, averaging $85.94 every two weeks out of a total of $266.63. Household income does not affect the amount spent. In fact, Hispanics earning $50,000 or more per year spend the most at $92.67. Retailers that offer multiple tiers of products, from basic to premium, can effectively market private brands to Hispanics at all income levels, according to the research. Other findings bode well for the future of private brands, notably that the youngest shoppers, 18- 24, spend more than any other age group at $99.41 every two weeks. In addition, 42 percent of Hispanics entering their prime earning years, 25-39, have increased spending on these products this year. Contributing to the positive outlook is that the current U.S. Hispanic population is projected to grow to 64 million — one in five Americans — by 2020, according to the market research firm Synovate. Their buying power is expected to double over that time span to $2.2 trillion. The report found opportunities for retailers to increase sales of private brand products among Hispanics. Among all Hispanic shoppers, 10% never buy these products and another 48 percent do so sometimes or rarely. This is especially the case among the less acculturated, defined as Hispanics who have resided in the U.S. less than half their lives and speak Spanish as their dominant language. The study explored how retailers can encourage Hispanics to buy new private brands. The top factors rated “very influential” in moving them to try out a new product: • quality and healthy ingredients, 64% • price lower than the alternative national brand, 63% • discount coupons and sales, 59% • same ingredients and characteristics of the alternative national brand, 49% a PUSH FOR CONVENiENCE As straightforward as the concept of convenience may seem, it is more complicated to define when it comes to Americans making food choices, according to a recent study by The NPD Group. In its latest food and beverage market research, NPD finds that 72 million adult consumers – nearly one in three adults – are “convenience consumers.” But their needs are varied depending on their life stage and other characteristics. According to the NPD report, “The Many Facets of Convenience,” convenience consumers, or those who attitudinally place a premium on convenience, tend to fall into one or more of the following groups: younger adults, males, singles who have never been married, single-member households, working parents, parents with a young child (age 5 or younger), or lowerincome households. Convenience consumers feel their lives are hectic and rushed and that a dinner taking more than 30 minutes to make is inconvenient. While they believe convenient foods are more expensive, less healthy, and don’t taste as good, they also indicate “convenience is worth paying for.” The NPD report, which examines how consumers define, value, and fill their need for convenient foods throughout the day, also found that while convenience consumers differ attitudinally from other consumers in many ways, they are similar in some regards: two-thirds of them, on par with other consumers, say they enjoy cooking; and, like other adults, the majority of convenience consumers plan meals ahead of time. “Convenience has been a buzzword in the food and beverage industry for a long time, but we found through our research that it’s really not a one-size-fits-all concept,” says NPD’s Ann Hanson. CONSUMER TRENDS MARCH 10 | PANADERIA 39
40 MARZO 10 | PANADERIA Create Signature Cakes All across the country, signature cakes are popping up likes daisies. At La Suprema Bakery in the Atlanta suburb of Marietta, GA, the list of custom cakes abounds: the Ilusion, made with chocolate cake and white cake with flan and strawberry jam filling; the Tres Leches Peach, with peaches and whipped cream icing filling; the Capuccino Cake, made with chocolate cake filled with toasted almonds and pecans and a special coffee flavor cream; the Chocolicious, chocolate cake layers filled with cream cheese mocha icing and pecans; and the Berry Cheese, made with chocolate cake and white cake with a touch of raspberry liqueur and filled with cream cheese and raspberry jam. “Everybody says our cakes taste like the original flavors from Mexico,” says Shelly Garcia, whose brother Enrique Garcia and mother Ignacia Garcia own the six-store family business. “We sell a lot of cakes, and we can make any kind the customer wants.” One restaurant customer recently requested a $6,000 cake for an anniversary party, and the cake was designed with multiple shapes and designs. La Suprema rose to the occasion with a cake that satisfied this customer’s every need. Bakeries across the country enjoy the ability to do more elaborate designs and patterns, thanks to the increasing availability of decorating tools. More and more are taking advantage of these tools to craft signature cakes that are truly spectacular in flavor and appearance. Cutting toolS Jennifer Atwood Ruiz, a certified decorator with Atwood’s Bakery in Alexandria, LA, uses a Cricut scrapbooking machine (www.cricut. com) for cutting out custom shapes such as polka dots, diamond shapes, numerals and monograms. Ruiz uses her Cricut, which costs about $300, to cut out shapes and designs out of sheets of gumpaste or Sugar- Veil confectionery icing. It doesn’t work with fondant, she adds. Further, Ruiz recommends Sure Cuts A Lot software, which allows you to do customized fonts and shapes on your Cricut machine. The software
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