Hispanic consumers in the US have origins from more than 20 countries, account for approximately 20% of the US population, and are estimated to contribute up to $3.7 trillion in GDP as of 2022. With such a breadth of heritage and large population, Hispanic culture and communities around the country can be vastly different. Commonalities of shared language, a focus on family, cultural pride and resilience are near-universal elements. And while these themes resonate, marketers have explored them at length, leading to Hispanic consumers feeling generally seen, but lumped together, and not personally and authentically represented.
Brands that invest in understanding different groups’ unique cultural norms, household dynamics, dialects/slang, traditions and celebrations – as well as how younger generations are both challenging traditions and embracing their heritage – will stand out from the sea of sameness in Hispanic-centric marketing.
This report looks at the following areas:
- Macroeconomic and social factors impacting Hispanic consumers
- Demographic characteristics of US Hispanics
- Hispanic consumers’ relationship with American mainstream and heritage culture
- Elements that define community, and how they connect with their community and LATAM heritage
- Elements informing personal identity
- Perceptions of representation in brand marketing and advertising
- Attitudes toward Hispanic community and culture – positives, challenges, connections and recognition
- Marketing and brand examples to leverage Hispanics’ pride in their culture and identity
Hispanic culture emphasizes family, communal values and cultural pride – drivers influencing their consumer behavior and brand preferences.
Fiona O’Donnell, Senior Director – Lifestyles, Culture & Identity, Multicultural, Travel & Leisure
Market Definitions
Similar to the US Census, Mintel defines Hispanics as those who report being of Hispanic or Latino origin or descent, such as Latin American, Mexican, Puerto Rican or Cuban. There are over 63.5 million Hispanics in the US in 2023, representing 18% of the total US population.
“Hispanic” entails anyone who has origins from a Spanish-speaking country, and “Latino” denotes individuals who have origins in a Latin American country, regardless of whether it is a Spanish-speaking country. This Report covers both Hispanic and Latino consumers, and the term is used interchangeably throughout to reflect the diversity of this demographic.
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EXECUTIVE SUMMARY
- What you need to know
- Hispanic culture and community in the US is strongly influenced by Mexican traditions, youth culture and the American mainstream culture
- Market predictions
- What Hispanic consumers want & why
- Opportunities
- Opportunities for brands to engage authentically with Hispanic consumers
- Tailor campaigns aimed toward Hispanic consumers for specific regional audiences
- US Hispanic consumers have vastly different origin countries and culture that can be mapped across states and regions
- The top origin countries of US Hispanic consumers are concentrated in very different states
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MARKET DYNAMICS
- Hispanic consumers by the numbers
- One in five US consumers are Hispanic/Latino and the share is projected to grow; younger generations are overrepresented
- Graph 1: percent of US population, by Hispanic origin and generation, 2023
- Graph 2: percent of US population, by Hispanic origin, 2018-28
- Nearly 65m Hispanic consumers in the US account for about 20% of the population
- Nearly four in five Hispanic consumers reside in the South and West regions; three in five live in Texas, California and Florida
- Graph 3: households, by region and race/Hispanic origin, 2021
- While the Mexican population is the largest Hispanic group, it experienced the slowest growth from 2010-20
- Graph 4: Hispanic population distribution, 2020 and growth, 2010-20, by country/regional group
- States and counties with significant populations of Hispanic/Latino groups
- US Hispanics with Mexican origin dominate; Puerto Rican, Salvadoran, Dominican and Cubans are also well represented
- Graph 5: largest Hispanic origin groups (millions), 2022
- Graph 6: increase in population, by Hispanic origin group, 2010-21
- Hispanic households lag in household income
- Graph 7: median household income distribution, by Hispanic population vs all, 2022
- Graph 8: median household income, by Hispanic population vs all, 2022
- Buying power forecast to climb to $2.8 trillion in 2026
- Graph 9: median household income (% annual change), by Hispanic population vs all, 2012-22
- US Latino contributions to the US economy are vital to growth; GDP equates to fifth largest in the world
- Market context
- Economic outlook
- Employment and pay policies create a volatile time for Hispanic consumers
- Consumer sentiment is plunging amid waning confidence; lower-income consumers are particularly concerned with their current situation
- Graph 10: consumer sentiment index, by bottom 33% income group and average, 2022-25
- Public sentiment toward tariffs has shifted; most now view their impact in a less favorable light
- Market drivers
- Backlash to the backlash: spotlight on the Latino Freeze
- Rise in anti-immigrant sentiment leads to bullying – sometimes with tragic results; consumers will push for safety, positive portrayals
- The impact of new policies works to both mute and amplify Hispanic culture and community
- As Hispanic/Latinos are a key target in Trump’s policy agenda, they are coming together and in solidarity to celebrate their culture/achievements
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CONSUMER INSIGHTS
- Consumer fast facts
- Dominant culture
- About half of Hispanic consumers see themselves as an equal blend of American culture and their heritage culture
- About half of Hispanic consumers see themselves as an equalblend of American culture and their heritage culture
- Graph 11: dominant culture, by Hispanic origin, 2024
- Heritage culture carries greater weight among Hispanic consumers with South American origins
- Graph 12: Hispanic consumers – dominant culture, by country/region of origin, 2024
- Engage with different Hispanic heritage groups by joining them in unique celebrations
- Respectfully recognize meaningful religious festivals
- Younger Hispanic consumers feel a stronger connection to their heritage culture
- Graph 13: Hispanic consumers – dominant culture, by age, 2024
- Appealing to Hispanic culture will help brands build affinity at a time when shoppers feel uncertain and are more price sensitive
- Bad Bunny serves as a masterclass for marketers in connecting with Hispanic consumers amidst a cultural evolution
- Music + culture + fashion
- Elements defining community
- Meaningful relationships, shared experiences and emotional connections define community for Hispanic consumers
- Graph 14: Hispanic consumers – ways of defining community, 2024
- Community aspects differ across age and gender
- Graph 15: Hispanic consumers – ways of defining community – culture, language, sports, by gender and age, 2024
- Women gravitate towards religious communities; media plays an important role for individuals who may spend more time at home
- Graph 16: Hispanic consumers – ways of defining community – religion, media, by gender and age, 2024
- Pay attention to ancestry when speaking to Hispanic consumers with Central American heritage
- Graph 17: Hispanic consumers – ways of defining community – ancestry/heritage, by country/region of origin, 2024
- Listen and take cues from Hispanic/Latinos’ own identifying terms to avoid stereotypical or homogenized representations
- Community can’t be taken for granted, it needs to be cultivated
- Graph 18: Hispanic consumers – attitudes toward connections and challenges – any agree, 2024
- Create new communication pathways to help older Hispanic men foster connections and share experinces
- Graph 19: Hispanic men – attitudes toward connections and challenges – any agree, by age, 2024
- Offer offline meetups and create partnerships with organizations to bring friends and future connections together
- Connecting with community
- Leverage the social component of out-of-home activities to address Hispanic consumers’ desire for community connection
- Graph 20: Hispanic consumers – ways of connecting with community, 2024
- Different approaches to social connection are necessary for US-born and foreign-born Hispanic consumers
- Graph 21: Hispanic consumers – ways of connecting with community, by US and foreign born, 2024
- US-born Hispanic consumers may seek community as a response to feelings of exclusion
- Graph 22: Hispanic consumers – attitudes toward connections and challenges – any agree, by US and foreign born, 2024
- Appearances send a signal to others and can help individuals identify commonalities for community
- Graph 23: Hispanic consumers – attitudes towards connections (appearance and sub-culture) – any agree, by gender, 2024
- Apparel brands can win with genuine investment in communities and sub-cultures
- Connecting with LATAM
- Leverage aspects of identity to reach consumers and help them connect with community, heritage and brands that reflect their self-perceptions
- Graph 24: Hispanic consumers – ways of connecting to origins and LATAM heritage, 2024
- Adapt the strategies that Hispanic consumers use to connect with LATAM to foster stronger connections with them in the US
- Women drive connections with LATAM origin and heritage
- Graph 25: Hispanic consumers – top five ways of connecting to origins and LATAM heritage, by gender, 2024
- Men engage with their heritage differently; they are more likely to connect to LATAM through their immediate surroundings
- Graph 26: Hispanic consumers – lesser ways of connecting to origins and LATAM heritage, by gender, 2024
- Elements informing identity
- Hispanic consumers’ sense of self and their community are interconnected
- Graph 27: Hispanic consumers – elements informing identity and defining community, 2024
- Marketers must understand gender differences and the deeper motivations shaping men’s and women’s identities
- Graph 28: Hispanic consumers – top elements informing identity, by gender, 2024
- Reflect Hispanic women’s multifaceted and complex views of themselves
- Graph 29: Hispanic consumers – count of elements informing personal identity, by gender, 2024
- Distinguish Hispanic audiences by origin to better understand their needs and tailor an approach to effectively reach them
- Graph 30: Hispanic consumers – elements informing identity, by country/region of origin, 2024
- Image is important; Hispanic consumers reflect their identity through personal style and outward appearance
- Graph 31: top three social media platforms that influence personal style – any rank, by Hispanic vs all, 2024
- Graph 32: regular influences on personal style/outer appearance – select items, by Hispanic vs all, 2024
- Representation in brand marketing and advertising
- Brands do a good job with general representation of Hispanic consumers in marketing, but lack ‘personal and authentic’ representation
- Graph 33: Hispanic consumers – general representation and personal/authentic representation, 2024
- Hispanic consumers are among the least likely to feel authentically represented in brand marketing
- Graph 34: any agreement – outlook on brand DEI efforts, by select demographics, 2024
- Real people and real stories from source cultures provide the depth often missing from mass market advertisements
- Actively incorporate Hispanic voices into business strategies; decisively oppose negative political rhetoric against immigrants
- Graph 35: Hispanic consumers – perceptions of brand marketing and advertising representation – recognition, language/culture, actions, 2024
- Hispanic consumers want brands to do more than acknowledge them – they want equity and support
- Go beyond recognition with tangible action
- Older Hispanic consumers place great importance on “el que dirán” (what others will say), making it essential to maintain a positive perception
- Graph 36: Hispanic consumers -“The media focuses on negative portrayals of Hispanics/Latinos” – any agree, by age, 2024
- Graph 37: Hispanic consumers – “Hispanics/Latinos are being harmed by recent political rhetoric about immigration” – any agree, by age, 2024
- Improve representation of Gen Z and English speakers by addressing their evolving identities and experiences of self-discovery and development
- Graph 38: Hispanic consumers – overall perceptions of brand marketing and advertising representation – any represented, by preferred language and generation, 2024
- Gen Z is looking for brands to stand up beside them – and for them
- Graph 39: Hispanic consumers – drivers of representation – any represented, by generation, 2024
- Celebrate Hispanic consumers by embracing their positive self-perceptions
- Graph 40: Hispanic consumers – attitudes toward portrayals and representation – any agree, 2024
- Hispanic consumers’ language diversity and cultural nuances offer ways to connect in an authentic and familiar way
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Community-first campaign grounded in place
- Tap into online communities of “chismosas y chismosos”
- Taco bell hot sauce and community support
- Marketing and advertising
- Opportunities for brands to lean into favorite media and latino pop culture references
- Combine physical and digital activations for holistic consumer engagement
- Netflix’s Rep Your Flag campaign
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- TURF (Total Unduplicated Reach and Frequency) Methodology
- Key driver analysis
- Key driver analysis, continued
- Generations
- Abbreviations and terms
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