Super Bowl highlights Latinx buying power, influence

Recent Nielsen data focused on what consumers are buying around the Super Bowl and it's showing just how much multicultural — particularly Latinx — influences are having on consumer preferences around the event.

Snacks such as queso and jalapeño poppers, as well as drinks that include imported beer and mezcal, are gaining ground on more traditional snacks, per the report. Football aside, the report could provide product manufacturers a broader indicator of where consumers tastes are trending.

For the 52 weeks ended December 28, 2019, Mexican imported beer/flavored malt beverages/cider sales were up 9.4% — higher than the overall import category, which grew by 6.6%. Among snack foods, for the year ended November 30, 2019, jalapeño sales were up 14.2%, jalapeño popper sales were up 10%, queso sales grew by 9.4% and tortilla chips grew sales by 5.2% as avocado and guacamole sales increased by 3.4%. The trends, Nielsen said, are caused by Latinx consumers growing their purchasing power and influencing the American palate. 

“While counter to historical trends, the shift isn’t surprising. The Latinx community represents nearly one-fifth of the U.S. population, and the U.S. Census projects that to double to 109 million over the next 40 years,” an insight article on Nielsen’s website says. “And as a result, the Latinx community is playing an increasing role in defining what it means to be American—including what Americans eat and drink during major events like the Super Bowl.”

Latinx consumers’ influence is strongest in California, Florida, New York and Texas, wielding $165 billion in buying power in Florida alone — less than one-fifth of the total Latinx buying power in the country.

The desire for offerings from Latinx countries is not just limited to beer and snacks, either,  Mexican wine sales have grown by 161.5% this year, which Nielsen notes coincides with declines in sales of Chilean and Argentinian wines. And tequila and mezcal sales are up 14.3% and 38.1% year over year, respectively. 

“By 2023, we expect the buying power of the U.S. Latinx population to top $1.9 trillion, which is higher than the gross domestic product of countries like Australia, Spain and Mexico,” the Nielsen article says. “Brand alignment with Hispanic consumers’ values has never been more important, and it’s clear that the Latinx influence is shifting — and will continue to shift — overall consumption trends across the U.S.”