Niagara Gazette

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October 17, 2013

Tacos overtaking burgers in the U.S. as demographics shift

Niagara Gazette — MIAMI — Salsa overtaking ketchup as America's No. 1 condiment was just the start.

These days, tortillas outsell burger and hot dog buns; sales of tortilla chips trump potato chips; and tacos and burritos have become so ubiquitously "American," most people don't even consider them ethnic.

Welcome to the taste of American food in 2013.

As immigrant and minority populations rewrite American demographics, the nation's collective menu is reflecting this flux, as it always has. And it goes beyond the mainstreaming of once-esoteric ethnic ingredients, something we've seen with everything from soy sauce to jalapenos.

This is a rewrite of the American menu at the macro level, an evolution of whole patterns of how people eat. The difference this time? The biggest culinary voting bloc is Hispanic.

"When you think about pizza and spaghetti, it's the same thing," says Jim Kabbani, CEO of the Tortilla Industry Association. "People consider them American, not ethnic. It's the same with tortillas."

With Hispanics making up more than a quarter of the U.S. population today — and growing fast — experts say this change is dramatically flavoring the American culinary experience. Hispanic foods and beverages were an $8 billion market in the last year, according to consumer research firm Packaged Facts. By 2017, that number may reach $11 billion.

And that's influencing how all Americans eat. Doritos, after all, are just tarted-up tortilla chips.

As the entire menu of the American diet gets rewritten, the taste is getting spicier, with salsa and chipotle popping into the mainstream vernacular. And onto your dinner table: Marie Callender's has grilled shrimp street tacos with chipotle ranch dressing; Whataburger has a fire-roasted blend of poblano peppers in its chicken fajita taco; and there's tomatillo verde salsa in the baja shrimp stuffed quesadilla from El Pollo Loco.

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