The Latino culture has impacted U.S. grocery aisles to such an extent that it has redefined American cuisine, notes the Packaged Facts division of Rockville, Md.-based MarketResearch.com. Tortillas outsell many American staples, including pasta, hamburger and hot dog buns, and a variety of other baked goods. Salsa, meanwhile, has twice the sales of ketchup and more than two times those of mustard.

For private label marketers, however, the biggest opportunities night lie in other categories that are key components in Mexican foods and beverages, according to “Hispanic Foods and Beverages in the U.S.,” a new Packaged Facts report.

“While Mexican food aisle products such as salsa and tortillas and taco shells make up more than half of the overall market for Hispanic food and beverages, other categories are growing faster,” noted George Puro, president of Puro Research Group and author of the report. “These include several categories in which store brands play a dominant role such as dry beans and vegetables, rice, spices and seasonings, and some of the canned bean categories. Hispanic aseptic and canned juices and flavored carbonated drinks are also growing swiftly.”

In an exclusive interview with Private Label ⇒ Store Brands, Puro said the Hispanic food and beverage market hit nearly $8.2 billion in 2012 and is poised for substantial growth over the next few years. Although Mexican foods have become more mainstream, a good portion of this growth is due to the growth in the Hispanic population, which is now 52 million, or 16.7 percent of the U.S. population. By 2050, Hispanics will make up more than 30 percent of the population.

“Their influence on mainstream consumers, who have become increasingly adventurous in their food choices in recent years, will expand the market even more,” he said.

By 2017, the market for Hispanic foods and beverages will approach $11 billion, up 31 percent from present levels. Puro indicated that might signal good news for store brand products.

“Private label brands have also seen recent success in the salsa, refried beans and other Mexican sauces and marinades categories, with growth outpacing that of national brands in recent months,” he added. — S. Malovany