Multicultural Trends

According to the U.S. Census, there are more than 50 million Hispanics in the United States, and this is one of the fastest-growing population groups. They have had and will continue to have an enduring influence on the way we shop for food, eat, and dine out. The NPD Group has already seen mainstream movements in consumption that have roots in Hispanic culture.

Among these are a strong emphasis on fresh ingredients, heartier breakfasts, and bold seasonings when preparing in-home meals. We also know Hispanics’ influence will continue due to their average age.

About 60 percent of U.S. Hispanics are Generation X or younger, meaning this quickly-growing group will shape younger generations and a generation yet to be born.

While not as large as the Hispanic population, Asians are the fastest-growing racial/ethnic group in the United States. The Census estimates there are about 20 million Asians in the U.S. While this is far fewer than the number of Hispanics in the U.S., we’re already seeing their influence on how we eat.

It’s hard to turn a corner in any major city without seeing a Thai, Chinese, Japanese, or Asian fusion restaurant, but these foods typically have been reserved for away-from-home dining experiences. NPD’s Kitchen Audit reveals there is an Asian influence on how we spice and flavor our foods in the home, as well.