1.Overview An ethnic market is a group of consumers that share a common cultural background. Many times an ethnic market has a distinctive geographic area. Ethnic food sales are being driven by the growing diverse population, a resurgence in cooking and product innovation. Sales of U.S. ethnic foods, including fresh produce, are estimated to reach $2.7 billion in 2015. The U.S. population is older, wealthier, more educated and more ethnically diverse than ever before. The Economic Research Service has identified three general demographic trends expected to shape future U.S. food markets: more diversity, more mature consumers and U.S. population growth. Latino Population The largest and fastest-growing consumer segment of the U.S. population is the 50.5 million Latino population, according to April 1, 2010, estimates by the U.S. Census Bureau. Blacks accounted for the second largest minority group at 42 million followed by Asians at 17.3 million. American Indian and Alaska natives had a population of 5.2 million. Native Hawaiians and other Pacific islanders numbered 1.2 million. The Latino population is projected to grow to an estimated 133 million people by 2050, according to the Census Bureau. The Black population is projected to reach more than 65 million in 2050. According to the Census Bureau, 63 percent of Latino-origin people have a Mexican background. Others can trace their roots to Puerto Rico, Cuba, Dominican Republic, Central and South America. Consumers with Mexican heritage are accustomed to a diet rich in complex carbohydrates. This includes corn and corn products, beans, rice and breads. Proteins include beans, eggs, fish and shellfish, beef, pork, poultry and goat. Because frying is a common cooking method, the Mexican diet tends to be higher in fat. U.S. consumers of Mexican descent eat the largest amount of dry beans, about 34 pounds per capita, compared to non-Latino whites (6 pounds per capita). The type of bean depends on the culture. Cubans, Southern Mexicans, Central Americans and Venezuelans use black beans. Northern Mexicans, Dominicans and Puerto Ricans prefer pinto or pinta beans. Cubans, Central South Americans and Hispanic Caribbeans use red kidney beans. Dominicans and Puerto Ricans also use pigeon peas. Venezuelans and Brazilians use chickpeas or garbanzo beans. Latino foods are not always spicy. Oregano, tomato, garlic and black pepper are used to flavor foods by cooks from Cuba, Puerto Rico and the Dominican Republic. If chilies are used, they are usually mild. Spending or buying power is defined as the total personal after-tax income of residents for spending on everything. It does not include borrowed money nor money saved in previous years. The Selig Center for Economic Growth at the University of Georgia has tracked spending and population trends since 1990. The buying power of Hispanics in 2009 was $978 billion, according to the Selig Center, higher than the African-American population. Hispanic buying pow.