US Hispanic Consumers – Meaning of Home: 2026
"Hispanic homes are active spaces shaped by family needs and collective routines, requiring a balancing act between privacy and spaces for connection."
Ricardo Silva, Research Analyst
Hispanic consumers describe home as a collective space, not just a personal one. Their households are fuller, young and more family-centric than the general population, often including more children, adults and multigenerational living. Popular at-home activities like cooking and family time reflect this shared environment, with less emphasis on solitary or outdoor pursuits. Hosting follows the same pattern – while Hispanics host at a similar rate as others, hosting carries greater cultural importance, even when space, time or finances are limited.
While Hispanic consumers are generally satisfied with home for themselves, when they think about what a home should offer, the priorities shift toward supporting others and shared connection. Home is less defined as a place to recharge – and more as a sanctuary shaped by the people within the household:
- How home feels now reflects the demands of collective living (ie less relaxing or cozy than all)
- What a home should be reflects aspirations for family connection, celebration, cultural expression and personal comfort
This report addresses how brands have opportunities to help Hispanic households achieve both by maintaining strong family connection, while making comfort and personal recharge more accessible within active, shared environments.
This Report Looks at the Following Areas:
- Hispanic households characteristics, which tend to be fuller, interconnected and shaped by different types of multigenerational and family living structures
- How Hispanic consumers currently experience their home and the qualities they believe a home should offer
- The diverse ways generations, language groups and regions shape expectations for what “home” means
- Hispanic consumers’ daily home life, which revolves around shared activities, cooperation and indoor routines
- The cultural weight of hosting, which remains a meaningful expression of identity even when limited by space, time or current socio-political climates
Consumer Research Methodology
For the purposes of this report, Mintel commissioned exclusive consumer research through Kantar Profiles to explore Hispanic consumers’ attitudes and behaviors toward payments. Mintel was responsible for the survey design, data analysis and reporting. Fieldwork was conducted in September 2025 among a sample of 1,000 Hispanic adults aged 18+ with access to the internet.
Mintel uses soft interlocked quotas on age and gender to be inclusive of non-binary respondents while still ensuring the sample remains representative of the overall population. Soft quotas are also used on region, household income and preferred language to improve fieldwork efficiency.
Please note that Mintel’s exclusive surveys are conducted online in the participant’s language of choice (English or Spanish). Hispanic consumers who are not online are not included in our survey results.
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EXECUTIVE SUMMARY
- What you need to know
- Outlook for Hispanic consumers and the meaning of home
- Opportunities
- Simplify routine activities to give more time for family-centered homes
- Hispanic households generate uniquely rich family-, function- and hosting-centered micro-moments, which brands can use to unlock new use occasions
- In busy Hispanic homes, brands must provide the language, permission and cultural context that justifies investing in self-care
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THE MARKET
- Hispanic consumers – population size and homeownership rate
- Economic pressures pull Hispanic lifestyles back home
- Market factors
- The number of Hispanic households has steadily increased for over two decades, cementing their place in US home culture
- Graph 1: total number of Hispanic households, 2001-23
- Nearly one in five US consumers are Hispanic, shaping traditions in current and future homes
- Graph 2: distribution of US population, by Hispanic origin, 2020-30
- Graph 3: distribution of US generations, by Hispanic origin, 2025
- Renting vs owning is split down the middle, but the vision for home is steady
- Graph 4: occupied housing units – own vs rent, by race and ethnicity, 2024
- Income can increase the home’s role as the center of connection, comfort and cost-saving
- Graph 5: median household income, by Hispanic origin and vs all, 2024
- Hispanic households have more people than the average
- Hispanic household composition is consistently larger than the national average
- Graph 6: average household size, by race and ethnicity, 2023
- Hispanic homes include more life stages under one roof, which changes what home means
- Graph 7: average number of people under and over 18 in household, by race and ethnicity, 2023
- Heritage shapes the heart of the home
- Hispanic homes are multilingual; English isn’t the default at home, which means brands must design for bilingual meaning
- Graph 8: language spoken at home, 2024
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THE CONSUMER
- Hispanic homes: composed and centered around family
- “Home” is a lively, younger collective of family ties
- “Home” is a lively, younger, collective of family ties where brands can reach households with more potential users per home
- Graph 9: household composition, by Hispanic consumers vs all consumers, 2025
- Multi-age households make “sanctuary” shared – and drive more online, delivery and delegated shopping
- Mapping Hispanic in-home lifestyles by composition: suburban dreams, urban connections and rural traditions
- Graph 10: Hispanic consumers – household composition, by area, 2025
- Hispanic consumers can feel lonely at home – even though they are rarely physically alone
- Hispanic Millennial and Gen Z form their homes around family-like relationships within their respective life stages
- Graph 11: household composition, by Hispanic Millennials vs all Millennials, 2025
- Graph 12: household composition, by Hispanic Gen Z vs all Gen Z, 2025
- How Hispanic consumers see their home
- The meaning of home extends beyond the individual
- Home for Hispanic consumers is lived-in, shared and “always-on”
- Graph 13: meaning of home, by Hispanic consumers vs all consumers, 2025
- Brands can message control for Hispanic Gen Z, organization for Millennials, comfort for Gen X+
- Graph 14: Hispanic consumers – meaning of home, by generation, 2025
- Position higher-value and self-care products as worth the investment for Hispanic moms
- The winning opportunity is not helping parents make their homes prettier – but helping them make their homes easier to live in and easier to relax in
- Graph 15: Hispanic consumers – meaning of home, by parent status^ and gender, 2025
- Important aspects of Hispanic homes
- Home is a sanctuary for self and family
- Home as a place of identity, self-expression, privacy, cultural pride and achievement that brands can help Hispanic consumers express
- Graph 16: “very important” aspects of home – select items, by Hispanic onsumers vs all consumer, 2025
- High importance across nearly all home functions signals repeated, routine engagement
- Graph 17: Hispanic consumers – importance of aspects of home, 2025
- Leveraging hobby and activity spaces to drive Hispanic home satisfaction
- Home is an important place for movement and connection, creating unique product usage points
- Because the home “matters more,” Spanish-speaking households represent a more engaged consumer base for brands
- Graph 18: Hispanic consumers – “very important” aspects of home, by language spoken at home, 2025
- LGBTQIA+ Hispanic consumers challenge traditional assumptions about how home functions
- Graph 19: Hispanic consumers – “very important” aspects of home, by LGBTQ+ vs Non-LGBTQ+, 2025
- For Hispanic Gen X+ men and women, brands must support emotional, legacy-centered homes and functional, stability-first homes
- Graph 20: Hispanic consumers – “very important” aspects of home, by gender and generation, 2025
- Top activities for wellbeing at home
- Hispanic consumers’ at-home activities create brand opportunities in everyday routines and shared, indoor engagement
- Graph 21: top at-home activities – “routine” and “retreat,” by Hispanic consumers vs all consumers, 2025
- Graph 22: top at-home activitites – “active/social,” by Hispanic consumers vs all consumers, 2025
- Financial health shifts what Hispanic consumers do at home, not how often they’re home
- Graph 23: Hispanic consumers – top at-home activities, by financial health, 2025
- Brands can expand their footprint by focusing on suburban Hispanic hobby spaces or rural Hispanic outdoor spaces
- Graph 24: Hispanic consumers – top at-home activities – “retreat” and “active/social,” by area, 2025
- Hispanic Gen X+ consumers show an internally diverse generation in how they use their home space
- Graph 25: Hispanic consumers – top at-home activities – “routine” and “retreat,” by generation and gender, 2025
- Graph 26: Hispanic consumers – top at-home activities – “active/social,” by generation and gender, 2025
- Hispanic Gen Z men turn home into a place people gather, creating new moments and home-based gathering occasions
- Graph 27: top at-home activities – “routine” and “retreat,” by Hispanic Gen Z men vs all Gen Z men, 2025
- Graph 28: top at-home activities – “active/social,” by Hispanic Gen Z men vs all Gen Z men, 2025
- More at-home routines, more brand touchpoints for brands to reach Hispanic Gen Z women
- Hosting in the Hispanic home
- For Hispanic consumers, hosting is a cultural priority
- Brands win when they enable hosting and memory-making in Hispanic homes
- Graph 29: Hispanic consumers – how recent government policies have affected social behaviors, 2025
- Graph 30: hosted in the past 12 months, importance of hosting and making memories, by Hispanic consumers vs all consumers, 2025
- Hosting remains a priority for Hispanic consumers, regardless of financial pressures
- Graph 31: Hispanic consumers – hosted any social gatherings in the past 12 months, by financial situation, 2025
- Hosting elevates the home from a simple living space to a vibrant center of tradition and personal pride
- Graph 32: reasons for hosting – relational, by Hispanic consumers vs all consumers, 2025
- Graph 33: reasons for hosting – readiness, by Hispanic consumers vs all consumers, 2025
- Hispanic consumers value hosting at home and when they don’t host, it’s often due to situational challenges
- Graph 34: reasons for not hosting in the past 12 months – emotional, by Hispanic consumers vs all consumers, 2025
- Graph 35: have not hosted social gatherings at home in the past 12 months – situational, by Hispanic consumers vs all consumers, 2025
- Brands should tailor premium items for heritage-driven hosts and value packs for practical hosts
- Graph 36: Hispanic consumers – hosted in the past 12 months due to tradition, to make others happy, by dominant culture, 2025
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INNOVATION AND MARKETING
- DoorDash puts a humorous spin on Hispanic hospitality
- DishLATINO: Honoring identity with Eugenio Derbez in multicultural Latino homes
- Home Depot Español: simplifying at-home routines for Hispanic consumers with smart, hackable solutions
- Cologuard’s commitment to the Hispanic community at home by providing both the inspiration and the tools to prioritize at-home health and wellbeing
- Rocket Mortgage: provides direction and cultural context to future home buyers
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APPENDIX
- Report scope
- The consumer
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
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