USA (FMI/AC Nielsen/Lempert) November 14, 2005 — Without question, America is undergoing a Hispanicization. In some major cities, such as Los Angeles, traditional Anglo-Saxons are now a minority, thanks primarily to the large influx of Hispanics and Asians. Many cable systems offer several different Spanish-speaking stations, the radio waves are filled with Spanish-language programs and newsstands have many Spanish magazines and newspapers to choose from.

Obviously, this has had a significant impact on the entire American culture and consumer choices at the local grocery store in particular.

"It's obvious when you're talking about Los Angeles, New York, Miami, Chicago or Houston," says David Morse, President and CEO for New American Dimensions, LLC, a Los Angeles-based marketing research and consulting firm specializing in ethnic marketing. "But the important thing to keep in mind is that this is going on in Davenport, Iowa, too."

As such, tortillas have become as common as white bread, burritos as common as cheeseburgers, and arroz con pollo as common as, well, rice and beans.

"There's more salsa sold in American supermarkets today than catsup," notes Morse. ACNielsen data supports that claim with salsa outselling catsup by nearly $175 million over the 52-week period ending October 8, 2005.

But is the current Hispanic influx any more (or less) profound than the arrival en masse of European immigrants (Italians, Irish, Germans, Russians and Jews) in the late 1800s and early 1900s?

"There are many similarities," Morse points out. "It's hard to believe today, but back then, Irish, Italian and Jewish immigrants, in particular, were very much considered 'foreigners.' In fact, many people were amazed that Joe DiMaggio - an Italian! - could become an All-American hero."

Morse goes on to tell of a story that appeared in Life magazine that expressed surprise that DiMaggio "speaks English without an accent" and "never reeks of garlic." Imagine - at that point in time, pizza and ravioli were considered "ethnic," and cheese blintzes and apple strudel were "exotic" specialties.

The main thing to consider when comparing the current Hispanic immigrants to their late 19th century and early 20th century counterparts: the current migration is now in its second generation. That means while many of the children born from the first wave of Hispanic immigrants - now teens and young adults - understand and speak the Spanish language and are comfortable eating Hispanic cuisine at home, most prefer speaking English (an increasing number understand Spanish, but do not speak it fluently). Furthermore, when out of the home environment, they are far more likely to be eating hot dogs, hamburgers and pizza than burritos, and ordering milk and soda over horchata.

"We are becoming the ultimate melting pot," says Morse, adding that the Asian influx is as great proportionally as the Hispanic - although in terms of sheer volume, Hispanic immigrants outnumber Asians by more than three to one according to the 2000 US Census (35.3 million to 11.9 million). "All races are blending into each other. As that happens, the cultures, cuisines, and consumer preferences all tend to amalgamate."

At this rate, don't be surprised in 20 years or so if you hear that something is, "as American as huevos rancheros!"