Fewer than Half of U.S. Consumers Plan to Celebrate Cinco de Mayo

Consumers expect inflation and product shortages to impact their plans.

May 04, 2022

Mexican Foods

CHICAGO—Fewer than half of consumers (44%) plan to celebrate Cinco de Mayo, and more than two-thirds of celebrants expect inflation to impact their plans, according to data from Numerator.

Inflation concerns are rising as COVID concerns wane. Sixty-seven percent of consumers expect inflation and product shortages to impact their Cinco de Mayo plans. Pandemic concerns are dropping, as 42% of consumers expect the pandemic to affect their celebration plans, down significantly from the 78% who cited pandemic worries in 2021.

Celebration types vary by ethnicity. Hispanic/Latino consumers are more likely to grill out (37% vs. 26% all consumers) or cook/bake at home (22% vs. 18% all). Non-Hispanic consumers are more likely to go out for food or drinks (34% vs 27% Hispanic/Latino consumers).

Eight in 10 consumers plan to shop in-store for Cinco de Mayo. More than half (56%) of consumers plan to make their Cinco de Mayo purchases from grocery stores, 39% from mass retailers, 23% from club stores, 21% from bars/restaurants and 10% from online-only retailers, such as Amazon.

Imported beers are the most popular overall, but ready-to-drink cocktails are becoming more popular with Hispanic/Latino shoppers. Among the nearly two-thirds of consumers who plan to buy alcohol for Cinco de Mayo, 48% plan to buy imported beer, 44% plan to buy spirits, 34% domestic beer, 30% ready-to-drink cocktails, 26% wine and 19% hard seltzers.

Modelo rivals Corona in popularity among Hispanic/Latino consumers. Among those who plan to buy imported beer, more than three-quarters (78%) of Hispanic/Latino consumers plan to buy Corona, and 76% plan to buy Modelo. Tecate is more than twice as likely to be preferred by Hispanic/Latino shoppers—35% of Hispanic/Latino shoppers say they will buy Tecate. These ethnic splits are not seen with brands like Corona, Dos Equis and Pacifico.

Hispanic/Latino consumers are more likely than non-Hispanic consumers to purchase non-food and beverage items to celebrate. Hispanic/Latino consumers are 97% as likely to buy apparel, 73% as likely to buy decorations, 53% as likely to buy party supplies and 7% as likely to buy alcoholic beverages for Cinco de Mayo than other demographic groups.