With higher rates of obesity vs the average, and significant sources of stress, Hispanic consumers could benefit from improving diet and wellness – but only around a quarter are taking active steps to do so. Factors preventing Hispanic consumers from seeking to improve their lives include lack of awareness of potential health risks, lack of access to healthcare and health education, and, for about a third of Hispanic consumers, a need for guidance around the positive steps they could try.
Brands and solution providers could make a real difference for this community. Hispanic consumers who have sought to lose weight are more likely to have worked with medical professionals and other experts, meaning that once they seek to make a change, they are open to getting help. They also have a strong sense of community and optimism that may contribute to their long lifespans. Accordingly, outreach and messaging efforts should pay significant dividends, especially if targeting audiences like young men who rarely make health a priority.
This Report examines Hispanic consumers’ attitudes and behavior regarding diet, wellness and weight management, identifying opportunities to create solutions and campaigns that will resonate with this group.
This report looks at the following areas:
- Demographic trends for Hispanic consumers
- Key factors impacting their health and wellness
- Preferred strategies and key motivators for improving diet and wellness
- Preferred food and beverage ingredients and claims
- Attitudes regarding stressors and wellness/diet
- Brand strategies and growth opportunities
Hispanic consumers may not always make improving diet and wellness a priority, but there are still opportunities to connect with them.
Fiona O’Donnell, Senior Director – Lifestyles, Culture & Identity, Multicultural, Travel & Leisure
Market Definitions
For the purposes of this Report, Mintel has used the following 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
- What consumers want & why
- Opportunities
- Engage with dads on healthy eating
- Take a holistic approach with women
- Put flavor and fun first, even for BFY
- Help those who won’t ask for help
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MARKET DYNAMICS
- Market context
- Immigration policies a significant stressor
- Tariffs, trade wars could lead to recession
- Consumer confidence plummets
- Graph 1: consumer sentiment index, 2019-25
- Medicaid cuts are likely to heavily impact Hispanic consumers
- Market drivers
- Poor health insurance access could limit care
- Graph 2: uninsured rate among people under 65, by Hispanic and White, 2010-23
- Obesity is a factor despite overall good health
- Graph 3: obesity rates, by race and Hispanic origin, 2019-23
- Physical labor is more common for Hispanic workers
- Food insecurity a reality for many Hispanic consumers
- Tariff risk causes uncertainty
- Hispanic consumers by the numbers
- A young population of more than 64m consumers
- Graph 4: Hispanic population, by age, 2018-28
- A persistent Hispanic paradox
- Most Hispanic consumers are feeding families
- Household income continues to improve – but also continues to lag
- Graph 5: median income of Hispanic householders, 2010-23
- Mexican culture represents the largest opportunity
- Graph 6: Hispanic population by region of origin, in millions, 2020
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CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts, continued
- Perceptions of diet and wellness
- Most Hispanic consumers are looking to improve their diet and wellness
- Most Hispanic consumers would like to improve their diet and wellness
- Graph 7: Hispanic consumers – perceptions of diet, 2024
- Graph 8: Hispanic consumers – perceptions of wellness, 2024
- Active dieters are more likely to pursue wellness than wellness seekers are to take steps to improve diet
- Graph 9: Hispanic consumers – perceptions of wellness, by perceptions of diet, 2024
- Graph 10: Hispanic consumers – perceptions of diet, by perceptions of wellness, 2024
- Target women – especially moms – with diet solutions
- Graph 11: Hispanic consumers – perceptions of diet and wellness, by key demographics, 2024
- MIHA reaches out to Mexican moms and daughters
- Motivations to improve wellness
- Physical health matters most, but multiple motivations to improve wellness related to mental health
- Women seek mental wellness; men are less focused beyond physical needs indicating a gap in mental/emotional wellness awareness and support
- Graph 12: Hispanic consumers – motivations to improve wellness, by gender, 2024
- Mental health a helpful tool for reaching the young
- Graph 13: Hispanic consumers – motivations to improve wellness, by generation, 2024
- Win senior women through improving sleep
- El Futuro focuses on positive change
- Wellness focus areas
- Fitness, nutrition and mental wellness are the top areas of focus
- Graph 14: Hispanic consumers – wellness focus areas over the next 12 months, 2024
- Women are more engaged across more areas
- Graph 15: Hispanic consumers – wellness focus areas over the next 12 months, by gender and age, 2024
- Driving wellness for Hispanic men is a challenge
- Middle-aged, lower-income Hispanic consumers are open to help
- Graph 16: Hispanic consumers – wellness focus areas over the next 12 months, by aged 35-54 and <$50K HH income, 2024
- LiLA Society embraces mental and physical wellness
- Motivations to improve diet
- Significant room for education on the benefits of improving diet
- Graph 17: Hispanic consumers – motivations to improve diet, 2024
- Confidence, energy could be ways to connect with younger men
- Graph 18: Hispanic consumers – motivations to improve diet, by gender and age, 2024
- Moms focus on how they can help others
- HOMBRE shows education works
- Weight management behavior and methods
- Hispanic consumers are less likely to be actively seeking to lose weight
- More Hispanic consumers are looking to gain/maintain than to lose weight
- Graph 19: weight management status, by Hispanic vs all consumers, 2024
- Women, middle-aged the primary audience for weight loss
- Graph 20: Hispanic consumers – weight management status, by gender and age, 2024
- Hispanic consumers who pursue weight loss seem less likely to go it alone
- Graph 21: method of weight management – any current or past use, by Hispanic consumers vs all consumers, 2024
- Promote ties to diet plans on packaging
- South Americans willing to try it all
- Graph 22: Hispanic consumers – method of weight management – any current or past use, by South American origin, 2024
- Appearance is a more critical driver for South Americans
- Desired ingredients in food/drink
- Products with natural ingredients and no added sugar appeal to Hispanic women
- Graph 23: Hispanic consumers – attributes sought in food/drink in the past 12 months, by gender, 2024
- Use natural and functional to appeal to dads
- Middle-income, affluent Hispanic consumers can be more choosy
- Graph 24: Hispanic consumers – attributes sought in food/drink in the past 12 months, by household income, 2024
- De La Calle mixes new with ancient
- Desired claims in food/drink
- No individual claim is universally prioritized by Hispanic shoppers
- Graph 25: Hispanic consumers – claims/product qualities considered when purchasing food/drink, 2024
- Value more important for low-income
- Low calorie/fat and NSA important for diet improvers
- Graph 26: Hispanic consumers – desired claims/product qualities in food/drink, by perceptions of diet, 2024
- Everything but the kitchen sink?
- Attitudes towards diet and wellness
- Senior men more likely to be careful shoppers
- Graph 27: Hispanic consumers – attitudes towards shopping for food and drink (any agree), by gender and age, 2024
- Labels are particularly significant for Spanish speakers
- Seniors struggle the most with diet and wellness challenges
- Graph 28: Hispanic consumers – attitudes toward challenges to diet and wellness (any agree), by age, 2024
- Seniors most likely to feel stress – especially men
- Graph 29: Hispanic consumers – attitudes toward areas of stress (any agree), by gender and age, 2024
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COMPETITIVE STRATEGIES & MARKET OPPORTUNITIES
- Marketing strategies
- What’s going on at Goya?
- Siete creates Hispanic foods for a new generation
- Goli leverages sports to connect with Hispanic men
- Taking the path of least resistance
- Future opportunities
- Address the mental health gap for Hispanic men
- Develop apps to support an underserved audience
- What lies ahead for SNAP?
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APPENDIX
- Definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
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