Niagara Gazette

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October 17, 2013

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

(Continued)

Niagara Gazette — From queso fresco to chorizo, traditional Hispanic foods — or even just the flavors of them — are making their way into our everyday diet, particularly among the millennials — those born between the early '80s and the turn of the century. Generation Y's Hispanic community was born into an American culture but still holds onto its traditions, often eating white rice and seamlessly switching between English and Spanish.

"They are looking for products that are not necessarily big brands anymore," says Michael Bellas, chairman of the Beverage Marketing Corporation. "They like brands that have character. They are looking for authenticity and purity, but they are also looking for new experiences."

For example, popular among the millennials and other generations on the West Coast is the Mexican soda Jarritos, which boasts real fruit flavors ranging from mango to guava. The company's site showcases a collage of photos taken by Generation Y soda drinkers. Brightly colored sodas pop through their clear vintage-looking bottles. And the bottle caps share a simple message: "Que buenos son," or "They're so good."

Another Hispanic beverage making ever more rounds in households across America is tequila.

In 2006, nearly 107 million of liters of tequila were exported to the U.S., a 23 percent increase over 2005, according to Judith Meza, representative of the Tequila Regulatory Council. Tequila entered the top 10 of liquors in the world five years ago, she said.

Even our choice of side dishes is feeling the influence. In general, Americans are eating fewer of them. Except white rice, a staple of Hispanic cuisines, says Darren Seifer, a food and beverage analyst for The NPD Group, a consumer marketing organization.

Americans ate rice on its own as a side dish (not counting as an ingredient in another dish) an average of 24 times in 2013, up from 20 servings in 2003, according to NPD's National Eating Trend.

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