Sensory Strategies for Mexican Foods

By 2030, the Latino population is projected to account for one-third of the nation. As a group, Latinos disposable income has increased more sharply than other ethnic groups. According to Crains Chicago Business (March 5, 2007), Latinos shop as often as five times a week for groceries, because they like their food fresh, ringing up tickets that are 36% higher than the average U.S. resident. What do food product developers need to know to tap into this market segment?

The Mexican majority 

Of the Latin American population, the majority (66%) is of Mexican heritage.

Sylvia Melendez-Klinger, M. S., R.D., a food and nutrition consultant and owner of Hispanic Food Communications, Inc., Naperville, IL, maintains that Mexican Americans are more tied to their culture than other Latinos in this country, no matter how many generations removed from their immigrant ancestors they may be. Frequent and widespread travel back and forth to Mexico keeps families tied to their traditions.

Linking the food chain 

Mexican Americans eat at home and cook from scratch more often than many other Americans. Young Mexican-American men and women live at home, eating Moms food, until they marry. 

When young women have children of their own, unlike previous generations, they may return to work. These working women depend on the grandmothers to care for their children, so the children grow up eating food prepared by these abuelas, who often prepare food for the evening meal, as well. If they could, the children would come home from school for lunch every day, Melendez- Klinger believes.

Thus, traditional menus continue. Mexican-American toddlers learn to eat hot chiles and sweet potatoes on a stick, coated with sugar, sprinkled with chili powder and lime juice. They grow up to prefer chile-laced candy, snacks and sauces.

The importance of authenticity 

Goya Foods, Secaucus, NJ, has responded to the changing needs of the second- or third-generation working Mexican women with an expanded line of frozen, traditional meals. Products are developed in the companys test kitchen with familiar ingredients, and taste-tested by its Mexican employees. Authenticity is the key to success. Ingredients are often regionally sourced.

We stay in close contact with our customers at the local level, says Joseph Perez, senior vice president. We work to develop products that take into account regional tastes, lifestyles, economic levels and other variables. 

Mexican shoppers are intensely brand loyalbuying the foods that their mothers and grandmothers bought, even if the cost is more than comparable brands. Mexican companies with tried-and-true brands are taking advantage of this loyalty to distribute products in the States. Grupo Bimbo, Mexico City, one of the worlds largest baking companies, now operates 13 bakeries in the United States, with 3,000 sales routes and 7,000 U.S. associates. Bimbo supplies fresh baked goods and specialty items like Dead Bread, for Day of the Dead celebrations, through major supermarket chains and ethnic stores.

Marianne Gillette, vice president, technical competencies and platforms, McCormick & Company, Inc., Hunt Valley, MD, supports the premise of brand loyalty. We are well known in Mexico, she says. The company distributes seasonings under the Mojave brand, which are also marketed in the Southwest, primarily California. Mojave seasonings, with Spanish labels, are packed in cello bags and include dried chiles in various forms, cumin, paprika, cinnamon, anise, chamomile, annatto, Mexican oregano and cloves. Further, mayonesa con limones (mayonnaise with lime) and aderezo de mayonesa con chipotles (sandwich spread with chipotles) are packed in Mexico and distributed in the United States and online under the McCormick brand.

Mexican sensory solutions 

Authenticity requires attention to sensory detail. Ingredient and product-innovation specialists at Givaudan Flavors Corporation, Cincinnati, have perfected a process for mining cultures, physical locations and raw materials for cues that will translate into authentic flavor palettes. Several years ago, company representatives participated in a trek led by Food Marketing Support Services, Inc., Oak Park, IL. Participants explored Mexican, Puerto Rican and Cuban cultures in the United States, and collected sensory words on cardsnot only about tastes, but textures, colors, sights, sounds, aromas and emotions. These terms were used to construct sensory themes that could be used to create innovative foods and beverages. Burnt or caramelized sugar (dulce de leche) was a key aroma and/or flavor noted on the trek. It has proven popular, and is now nudging vanilla at the top of the Häagen Dazs popularity list.

McCormick conducts ethnographic studies to garner consumer insights that will direct product development. These studies are conducted to observe consumers eating at home, school, work and other places. This is essential for successful marketing to culturally entrenched Mexican consumers.

The current trend is to explore regional-specific sites, says Scott Harris, director of savory marketing, Givaudan Flavors Corporation. Along those lines, Goya Foods is producing authentic regional products, for both Mexican customers and a growing number of non-Mexicans who are learning about the specialties of Northern Mexico, Yucatan, Vera Cruz, Oaxaca and Central Mexico from people like Rick Bayless.

Product designers have opportunities to create traditional products with healthier profiles. Melendez- Klinger, a registered dietitian, points out that Mexicans in their home country and in the States have significant health problems exacerbated by obesity. In her work for Weight Watchers International, Inc., New York, she sets up programs in Mexico and advocates portion control. Mexicans serve huge portions of food, she says. Its considered impolite to refuse food, especially if its prepared by someone who loves you.

Mexicans have a strong aversion to diet foods, Melendez-Klinger explains. The Coca-Cola Company, Atlanta, and PepsiCo, Purchase, NY, both market Zero productsnocalorie colasto Mexicans who will not buy foods labeled diet. Cane sugar is the Latino sweetener of choice, but consumers are apparently willing to accept the artificial sweeteners in the Zero cola drinks. Latinos (not segmented) are willing to try and ultimately consume more health-related, nonalcoholic, sports and energy drinks than non-Latinos.

To gain a share of the significant Mexican-American market, the challenge is to sell the brand and deliver on authenticity. Sensory-based ethnographic studies, defining and understanding consumer needs, and conducting category appraisals to determine descriptive attributes critical to consumer liking are essential elements of targeted product design and development.

Melendez-Klingers recommendation to get your product into the hands of the matriarchs, at cooking demonstrations, community fairs, schools, churches and supermarkets, is clearly part of the solution to achieving new loyalties at Mexican-American tables. 

Nancy C. Rodriguez is a sensory specialist and president of Food Marketing Support Services, Inc. (www.fmssinc.com), Oak Park, IL. The companys staff includes creatives, master-level descriptive sensory panelists, food scientists, registered dietitians and writer-in-residence, Anne Hunt, who contributed to this article.