Cultural, dietary and lifestyle factors shape snacking behavior among Hispanic consumers in distinct ways. Compared to the general population, Hispanics are less-frequent snackers. In fact, 51% of Hispanic snackers don’t consume snacks daily. When they do, Hispanic consumers favor less-processed options like fruit, yogurt and cheese, reflecting a preference for wholesome, natural ingredients. Functional benefits are a primary motivator, with many choosing snacks for satiety, energy or physical activity. Emotional and social factors, such as family bonding, stress relief and comfort, also play a role.
Hispanic consumers allocate a larger share of their annual food spending toward dining out, offering foodservice operators an opening to capture more of this audience. Continued innovation in small bites and value-priced snacks can drive adoption, especially when paired with culturally relevant ingredients and flavors.
Social media is reshaping the snacking journey. From trending flavors to peer recommendations and influencer-led content, digital platforms fuel curiosity and trial. For brands, failure to engage in these channels risks missing high-impact opportunities to connect and convert.
This report looks at the following areas:
- Overview of US Hispanic population
- Influence of economic conditions on spending on food
- Perceptions of diet and weight management interests that impact snacking behaviors
- Snacking frequency and snacks eaten compared to the general population
- Snack purchase locations, including traditional retail and foodservice
- Hispanic consumers’ motivations for snacking and desired snack attributes
- Influence of social media on Hispanic consumers’ snack choices
- Snack launch activity, marketing and advertising strategies
For Hispanic consumers, snacking is functional – to satisfy hunger or cravings – but it is also shaped by tradition, wellness and emotional needs.
Fiona O’Donnell, Senior Director – Lifestyles, Culture & Identity, Multicultural, Travel & Leisure
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want and why
- Opportunities
- Empower Hispanic consumers to improve diet with BFY snacks
- Create a cultural connection to encourage more frequent snacking
- Deliver functional snacks with emotional value
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MARKET DYNAMICS
- Market context
- Market drivers
- Immigration policies impact Hispanic consumers
- While prices remain high, a focus on value will remain important to Hispanic families
- Hispanic households lag in income vs the average
- Graph 1: median household income distribution, by Hispanic vs all, 2022
- Graph 2: median household income, by Hispanic population vs all, 2023
- Inflation affects Hispanic households differently
- Graph 3: average annual expenditures (% share) – select items, by Hispanic origin, 2022
- Hispanic consumers spend a larger share of annual expenditures on food away from home
- Graph 4: share of annual food expenditures on food away from home, Hispanic consumers vs all, 2013-23
- Hispanic consumers: by the numbers
- Hispanic Americans continue to grow share of US population
- Nearly all Hispanic consumers snack, but they do so less frequently than the general population
- Graph 5: snacking frequency, by Hispanic consumers vs all, 2024
- Only about one third of Hispanic consumers are at a healthy weight
- Graph 6: BMI, by Hispanic consumers vs all, 2024
- Most Hispanic consumers want to improve their diet
- Graph 7: Hispanic consumers – diet perceptions, 2024
- Most Hispanic consumers are managing weight, with the largest share seeking weight loss
- Graph 8: Hispanic consumers – weight management, 2024
- Frequent daily snacking may be hindering weight loss goals
- Graph 9: Hispanic consumers currently trying to lose weight, by snacking frequency, 2024
- Graph 10: Hispanic consumers currently trying to lose weight, by BMI, 2024
- Understanding diet perceptions can help brands align messaging to meet Hispanic consumers’ weight loss goals
- Graph 11: Hispanic consumers currently trying to lose weight, by diet perceptions, 2024
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CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts, continued
- Snacking frequency
- Half of Hispanic consumers snack at least daily
- Foreign-born Hispanic consumers less likely to snack each day
- Graph 12: Hispanic consumers snacking frequency, by country of birth, 2024
- Frequent snacking prevalent among Millennials
- Graph 13: Hispanic consumers snacking frequency, by generation, 2024
- Snacks eaten
- Snacks increasingly defined by behavior rather than format
- Hispanic snackers gravitate toward less-processed foods
- Graph 14: snacks eaten, by Hispanic consumers vs all, 2024
- Cultural flavor combined with wholesome snacking
- Foreign-born Hispanic consumers tend to choose healthier snacks
- Graph 15: Hispanic consumers – snacks eaten, by country of birth, 2024
- Fruits/vegetables are a popular snack among women
- Graph 16: Hispanic consumers – snacks eaten, by gender, 2024
- Younger generations are more inclined to snack on chips, candy and protein bars
- Graph 17: Hispanic consumers – select snacks eaten, by generation, 2024
- Quest Nutrition offers a healthy twist on classic “junk food” snacks
- Snack purchasing
- Snacks tend to be purchased at traditional grocery locations
- Graph 18: Hispanic consumers – retail snack purchase locations, 2024
- Private-label snacks with quality, value and authentic flavors appeal to Hispanic consumers
- Mass merchandisers are the top snack purchase locations among younger generations
- Graph 19: Hispanic consumers – retail snack purchase locations, by generation, 2024
- Foreign-born Hispanic consumers gravitate to value-centric mass merchandisers
- Graph 20: Hispanic consumers – select retail snack purchase locations, by country of birth, 2024
- Fast food chains are well-positioned to rival mass merchandisers in the snack space
- Graph 21: foodservice snack purchase locations, by Hispanic consumers vs all, 2024
- Designated menu sections for inexpensive, snackable items
- Gen Zs are likely to buy snacks from retail counters at foodservice locations
- Graph 22: Hispanic consumers – snacks purchased at foodservice locations (NET), by generation, 2024
- Snacking motivators
- Snacks can satisfy physical and emotional needs
- Graph 23: Hispanic consumers – snacking motivators, 2024
- Fuel meets flavor in culturally meaningful snacks
- Frequent snackers have many motivations to buy snacks
- Graph 24: Hispanic consumers – snacking motivators, by snacking frequency, 2024
- Snacks help Hispanic consumers stave off hunger when they’re trying to lose weight
- Graph 25: Hispanic consumers – snack use to stave off hunger, by weight management status, 2024
- Social occasions and stress fuel Millennials to snack
- Graph 26: Hispanic consumers – snacking motivators, by generation, 2024
- Shareable snacks add a social element
- Snack attributes
- Snacks can be leveraged to meet a variety of health/wellness goals
- Engage Hispanic snackers with culturally inspired, clean-label snacks
- Healthy snacks cater to the large swath of Hispanic consumers wanting to adjust diet and health goals
- Health claims appeal to those trying to improve diet and lose weight
- Graph 27: taking steps to improve, 2024
- Graph 28: trying to lose weight, 2024
- Baby Boomers seek snacks with health value
- Graph 29: Hispanic consumers – snack attributes, by generation, 2024
- Social media influence
- Social media wields heavy influence on snacking culture
- Graph 30: Hispanic consumers – social media influence (NET), 2024
- Social media has the strongest reach among Hispanic consumers seeking to maintain weight
- Graph 31: trying to maintain, 2024
- Hispanic consumers who are trying to improve their diet are influenced by social media
- Graph 32: trying to improve, 2024
- Social media has stronger influence over US-born Hispanic consumers’ snacking behaviors
- Graph 33: Hispanic consumers – social media influence (NET), by country of birth, 2024
- Social media heavily influences younger generations’ snacking habits
- Graph 34: Hispanic consumers – social media influence (NET), by generation, 2024
- Snacking attitudes
- US-born Hispanic consumers embrace mainstream snacking culture
- Graph 35: Hispanic consumers – general snacking attitudes (NET), by country of birth, 2024
- Goldfish Crisps offer new take on classic snack
- Baby Boomers and Millennials share the same snacking attitudes
- Graph 36: Hispanic consumers – general snacking attitudes (NET), by generation, 2024
- Unacculturated Hispanic consumers crave snacks that celebrate cultural heritage
- Graph 37: Hispanic consumers – cultural snacking attitudes (NET), by acculturation, 2024
- Frequent daily snackers seek out culturally inspired snacks
- Graph 38: Hispanic consumers – cultural snacking attitudes (NET), by snacking frequency, 2024
- Cultural inclusivity/representation is more important among unacculturated Hispanic snackers
- Graph 39: Hispanic consumers – attitudes toward cultural inclusivity/representation in marketing – any agree, by acculturation, 2024
- Hispanic parents place a stronger emphasis on cultural inclusivity and community impact
- Graph 40: Hispanic consumers – attitudes toward cultural inclusivity/representation in marketing – any agree, by parental status, 2024
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Hispanic consumers’ diet motivations can influence innovation
- Graph 41: Hispanic consumers – diet motivations, 2024
- Fruit-focused snacking gains momentum with a rise in new product launches
- Graph 42: snack launches, by type, 2020-24
- Fruit snack product launches that tie into Hispanic consumers’ flavor preferences and culture
- Nut snack product launches with attributes that appeal to Hispanic snackers
- Snack/energy bar innovations embrace modern health-focused ingredients
- Make it a “mini”
- Bold, savory and culturally resonant flavor profiles
- Marketing and advertising
- QSR chains can attract Hispanic snackers with convenience and value pricing
- Dunkin’ Donuts offers wholesome, portable snacks
- Sonic Drive-In menu items appeal to Hispanic snackers’ desire for snacks that connect to their heritage
- Convenience stores are optimizing the snacking occasion with satiating items and value pricing
- Wawa “snackifies” its value menu with smaller portions
- 7-Eleven features small bite hot food items to satisfy snack cravings
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APPENDIX
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
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