Hispanic Consumers Market Research

Brands can utilise Mintel’s market intelligence and consumer research to inform product development, brand positioning and craft relatable messaging that resonates with Hispanic consumers’ unique preferences.

Our reports can help you:

Understand your market
Identify growth opportunities
Recognise future trends

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    Hispanic consumers of all incomes are drawn to the value offered by mass merchandisers and now is the time to draw less brand loyal and more discerning consumers.Stefanie Kundakjian, Research Analyst ..."
    Black and Hispanic car buyers – a growing segment of car buyers – prioritize cultural identity and value, often seeking reliable and economical vehicles.Gabe Sanchez, Automotive Analyst ..."
    The vibrant and growing Hispanic audience plays a critical and growing role in driving revenue across many categories of drinks, especially CSDs and coffee. Fiona O'Donnell, Senior Director - Lifestyles, Culture & Identity, Multicultural, Travel & Leisure ..."
    Many Hispanic consumers cannot see themselves reflected in marketing materials and the majority continue to see stereotypes in messaging. Stefanie Kundakjian, Research Analyst ..."
    Marketing to Hispanic moms goes beyond traditional parenting themes. They seek support in family management and self-care that require a nuanced approach. Stefanie Kundakjian, Research Analyst ..."
    "Hispanic consumers are highly engaged in at-home beauty and personal care treatments and resort to going to a salon when they lack the skills to get good results. Overall, at-home BPC brands attract consumers because of their price point, but specific segments are motivated by different variables, including ease of..."
    “Hispanic Millennials experience satisfaction in their lives, but they also face high levels of anxiety and frustration. Notable variations exist among younger and older Millennials making it crucial to avoid one-size-fits-all campaigns in crafting relatable marketing messages that resonate with their unique lifestage. Financial stress emerges as their primary concern..."
    “Hispanic Gen Zs are in need of guidance reaching their goals as they are impacted by current financial uncertainty and anxious about establishing their financial footing but still strive for major milestones – like buying a home – by the time they turn 30. Though their current focus is on..."
    “Hispanic consumers gravitate to snacks for reasons beyond hunger and seek an indulgent experience that delivers great flavor quality. Brands need to lead with flavor first in order to appeal across segments but need to maintain excitement amidst economic uncertainty. Ultimately, sweet and savory snacks have room to grow within..."
    “Hispanics are a multifaceted demographic that cannot be summed up by merely physical traits. Individuals see themselves as much more than their culture or physical traits when it comes to defining who they are. Their activities, skills, talents, and family roles are just as important as their heritage and community..."
    “The Covid-19 pandemic and uncertain financial times accelerated many of the shifts that were already occurring within the payment landscape. Latinos are seeking brands they can trust and are interested in adopting novel payment methods that address their specific needs. Access and economic disparities condition Latinos’ payment habits and attitudes,..."
    "Hispanic moms are striving to balance their careers and their caregiving responsibilities, but oftentimes this means putting the needs of others before their own to the point of burnout. Brands are uniquely positioned to meet this segment’s specific needs that will allow mothers to replenish themselves both physically and mentally..."