What you ought to know about energy drinks and Hispanics

What you ought to know about energy drinks and Hispanics

PepsiCo Americas Beverages says flavored carbonates are predicted to outsell colas in the United States by 2015. "Over the next 10 years, Hispanic consumers would account for 60 percent of liquid refreshment beverage growth in the U.S.," Al Carey, PepsiCo CEO, told BeverageDaily.com earlier this week.

With PepsiCo's announcement to capitalize on this opportunity, I can only hope that natural beverage manufactures are aiming to seize this opportunity as well.

Could Hispanic shoppers be one of the greatest opportunities for the healthy products industry?

Luis Pacherco, MD, thinks so.  "In the next 50 years, the Latino population in the United States is expected to triple and make up about 30 percent of the U.S. population. The spending power of Hispanics in the United States is now over a trillion dollars, even with the recession." Read the rest of what Luis has to say about Hispanic shoppers, here.

Like most consumers, this population wants safe, high-quality products too, but the trick is providing culturally relevant packaging and marketing. Merely translating to Spanish is not enough.

Unfortunately, I think big-player PepsiCo recognizing this opportunity isn't good news for our country's obesity and diabetes struggles. It's no secret that these epidemics threaten the Hispanic population most. Let's just say I'm not exactly comforted by PepsiCo's Amp and Rockstar Energy Drinks (and any other sugary concoction yet to be introduced) becoming more readily available.

So healthy beverage manufacturers and marketers, you have your challenge. How are you going to target the Hispanic community?

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