Tailoring Hispanic PR Campaigns
America’s population is rapidly changing, and candy companies must market their products accordingly in order to stay competitive and avoid missed opportunities. With more than 50 million Latinos in the U.S., accounting for 16 percent fo the population, this segment is expected to nearly triple to 132.8 million by 2050, illustrating a consumer market that so far is largely untapped by the confectionery industry.
Understanding where Hispanic consumers come from, with whom they spend their time and how they engage with their community can help candy marketers construct campaigns that build brand loyalty. That is important because the overall market’s annual buying power is expected to reach $1.4 trillion by 2013, of which $446 million is expected to be spent in the candy and chewing gum categories.
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