The company has highlighted Hispanics in particular as displaying a traditional pattern of herbal use that is more likely to be handed down from one generation to the next, while it says non-Hispanic whites tend to follow more recent trends or fads. Aloecorp is using these findings and applying them to devising beverage applications for allow that it says will lend well to the needs and preferences of the Hispanic population in the US. "We have been researching innovative and convenient approaches to utilizing aloe in beverages," said Barbara Apps, director of business development of Aloecorp "Authentic beverages developed using well-known traditional ingredients, such as aloe, make a stronger emotional connection with the ethnic consumer, and serve as a reminder of their rich culture, tradition and history." Aloecorp has developed a patent-pending technology called Omatrix, which dehydrates aloe for use in functional beverages and preserves the natural benefits of aloe in its raw form. "There is exciting potential for aloe-based drink mixes that would be appealing to the emerging ethnic markets," said Apps. Aloecorp exists under the umbrella of the Korean-owned Econet companies, along with Unigen and has been investigating new health supporting applications for traditional aloe uses. The rind has long been used as a laxative while the pulp has been put on burns and wounds for thousands of years. Besides being used in lotions and medicines, in recent years cosmetic companies have used Aloe vera in a variety of products, especially moisturisers. Aloecorps has been researching the plant's properties for supporting cancer treatments. Its Korean arm claims to have researched aloe active prokidin and its health-protecting effects when combined with chemotherapy treatment cisplatin. Other directions the company has planned for applications of aloe include: histamine inhibition, immune stimulation, skin-whitening and protection against nephrotoxicity. According to Aloecorps' research, 94 percent of Hispanic consumers prefer to enjoy herbal remedies in a tea or beverage. Whatever the preferences of this ethnic community, formulators will be likely to pay attention as it gains increasing consumer clout. The Hispanic population is the fastest growing minority population and has recently surpassed African Americans as the largest minority group in the US. Fourteen percent of the US population are Hispanic.