“Mexican cuisine is by far the most consumed Latin cuisine, reflecting not only availability but also its profound influence on U.S. food culture. The mainstreaming of Mexican cuisine is nearing ubiquity, yet there is still room for Latin cuisine growth. The widespread popularity of Mexican cuisine suggests that there are similar opportunities for other Latin cuisines, as well as brand exploration with regional Mexican cuisines, especially beyond foodservice menus. A mix of both traditional and Latin inspired-options will be necessary from brands and operators to fulfill the needs of the total market, but in any case authentic ingredients and flavors will be essential to connect with both hispanic and non-hispanic consumers. Hispanic consumers expect authenticity from brands, yet non-hispanic consumers seek convenient ways (i.e. foodservice) to experience real Latin foods, flavors and ingredients too.” — Alyssa Hangartner, Mintel