US Hispanic Consumers and Symbols of Identity 2024
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With 63.5 million individuals making up 19% of the US population, Hispanic consumers are a dynamic and multifaceted force, embodying a rich tapestry of identities that are firmly rooted in their cultural and traditional heritage while simultaneously evolving and adapting to the rapid pace of American and global cultural influences. Mintel’s in-depth consumer report analyses the impact of culture and heritage on Hispanic consumers’ identity, and identifies target audience segments and how to approach them.
Key Issues Covered in this Report
- The impact of culture and heritage on Hispanic consumers’ identity.
- Activities related to culture and heritage.
- Perspectives of identity.
- Attitudes toward identity, life and social circles.
- How to target shifting consumer needs and affinities.
- Target audience segments and how to approach them.
US Hispanics and Symbols of Identity
Hispanic consumers want to see themselves fully in marketing materials and brands need to move away from representations that perpetuate stereotypes. Culture and heritage play an important role for these consumers and brands have room to honor the work that Hispanics put into maintaining traditions. Although Hispanic consumers appreciate marketing outreach efforts, including the use of Spanglish (a mix of English and Spanish), they are also looking for brands to be involved in community events.
Purchase the full report for more consumer trends, market predictions and opportunities for brands to connect with Hispanic communities.
Market Definition
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.
Expert Analysis from a Consumer Specialist
This report, written by Stefanie Kundakjian, a leading consumer insights analyst, delivers in-depth commentary and analysis to highlight current US Hispanic consumer trends.
Many Hispanic consumers cannot see themselves reflected in marketing materials and the majority continue to see stereotypes in messaging.
Stefanie Kundakjian
Research Analyst
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Executive Summary
- What you need to know
- Consumer trends: key takeaways
- Market predictions
- Opportunities
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Target Audience Overview
- Hispanics by the numbers
- A growing share of the population is Hispanic
- Graph 1: percent of US population, by race, 2018-28
- Graph 2: percent of US population, by Hispanic origin, 2018-28
- The Hispanic population is concentrated in younger generations, with room to represent navigating traditions and creating new traditions in their life
- Graph 3: distribution of US generations, by Hispanic origin, 2023
- Graph 4: distribution of Hispanic population, by generations, 2023
- Births outpace immigration
- Graph 5: average yearly growth of Hispanic population (thousands), 2020- 22
- Appeal to major origin groups through well-researched campaigns that avoid stereotypes
- Graph 6: increase in population, by Hispanic origin group, 2010-21
- Graph 7: largest Hispanic origin groups, 2022
- Market context
- Nearly four in five Hispanic consumers reside in the South and West regions; six in 10 live in Texas, California and Florida
- Graph 8: households, by region and race/Hispanic origin, 2021
- Hispanic and Asian adults most likely to live in family households
- Graph 9: households – race/Hispanic origin, by type, 2021
- The majority of Hispanic consumers consider themselves less brand-loyal now due to higher prices
- Graph 10: select attitudes toward shopping and brand loyalty, any agree – "I am less loyal to brands right now due to higher prices," by Hispanic and non-Hispanic origin, 2023
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Consumer Insights
- The Hispanic consumer: fast facts
- Impact of culture and heritage on identity
- Appealing to Hispanics' culture and heritage will help brands build affinity at a time shoppers are less brand-loyal
- Maintaining culture will be an added value to foreign-born Hispanic consumers and those with stronger connections to Spanish and Hispanic culture
- Graph 11: role of culture/heritage on identity – "Maintaining traditions from my culture/heritage is important to me," by country of birth, 2024
- Accompany Spanish-speaking consumers in the activities they take on to connect with and enliven culture practices
- Spotlight on Doritos Dinamita: use Spanish speakers of all abilities and ages to resonate with the entire Hispanic household and beyond
- Hispanic consumers strive to maintain traditions, but there is room for reinvention, particularly among younger generations
- Graph 12: aspects of identity – "Some of my culture/heritage's traditions should be updated to reflect the times" (any agree), by generation, 2024
- Overall feelings about life
- Resonate with Hispanic consumers' prevailing optimism while acknowledging lingering inflationary dynamics
- Graph 13: feelings about life, 2024
- Hispanic consumers are slightly more optimistic about their lives than the general population, which may signal post-lockdown improvements in life
- Graph 14: feelings about life, overall – select items, by Hispanics vs general population, 2024
- Country of birth impacts feelings of gratitude; US-born Hispanic consumers are questioning the older generation's gratefulness
- Graph 15: feelings about life – grateful, by US/foreign-born and by generation, 2024
- Parents are invested in the future and show greater feelings of hope; brands can help sustain feelings through tangible support
- Gen Z leads in feelings of anxiety and frustration; relatable messaging and help can help lift morale
- Graph 16: feelings about life – anxious/worried and frustrated, by generation, 2024
- Spotlight on Fidelity Investments: engage with Hispanic communities through in-person and online events
- Activities related to culture and heritage
- Hispanic consumers engage with their culture in various forms, including nurturing familial bonds
- English speakers are more likely to have friends outside of their ethnic group, and English advertising aimed at Hispanics will resonate beyond
- Graph 17: friend group racial/ethnic homogeniety, by preferred language, 2024
- Renault Colombia launches ad campaign celebrating 54-year bond with Colombian customers, honoring the local pronunciation of its name "Renol"
- Increase representation by helping US-born Latinos learn more about their culture and heritage
- Four in 10 Hispanic consumers help care for other family members
- Graph 18: activities related to culture/heritage – help take care of family members/loved ones, by country/region of origin or descent, 2024
- Attitudes towards identity
- Share in the joy Hispanics get from their culture/heritage and help them to celebrate who they are
- Graph 19: attitudes toward identity – feelings about identity, 2024
- Hispanic consumers celebrate their identity and express themselves authentically, including through the brands they purchase
- Graph 20: attitudes toward identity – expressing identity, 2024
- Millennial Hispanic consumers are attaining pivotal milestones and want to see all aspects of their lived experiences represented authentically
- Graph 21: attitudes towards identity – "It's important to me to express myself authentically, even though I have experienced discrimination because of it" (any agree), by generation, 2024
- Engage with the joys and travails of navigating a new culture – or balancing more than one culture
- Graph 22: attitudes towards identity – "It's important to me to express myself authentically, even though I have experienced discrimination because of it" (any agree), by acculturation, 2024
- Hispanic consumers display positivity toward brands that engage with their community and culture
- Graph 23: attitudes toward identity – brands and identity, 2024
- Spanglish is welcomed by Hispanic Gen Zs and Millennials
- Graph 24: attitudes towards identity – "I appreciate commercials in Spanglish (ie a mix of Spanish and English)" (any agree), by generation, 2024
- Perspectives of identity
- Room to engage with Hispanic consumers' idea of who they are through brand representation and outward appearance
- Graph 25: perspectives of identity – brand representation and shifting appearances, 2024
- Graph 26: perspectives of identity – sense of self and self-confidence, 2024
- Representation is one facet of value that resonates more with younger Hispanic consumers
- Graph 27: perspectives on self and identity – brand representation, by generation, 2024
- Parents are more likely to buy brands that represent Latinos/Hispanics in advertising
- Self-awareness and understanding evolve with age; resonate with Gen Z by authentically uplifting and representing their experiences
- Graph 28: perspectives on self and identity – sense of self, by generation, 2024
- Hispanic consumers are sociable and feel more authentically themselves when interacting in person
- Reviving human connections: spotlight on Hyper U's 'Chit Chat Checkout' in Nantes, France
- Attitudes toward life and social circles
- Fortify loyalty with Hispanic consumers by making them feel seen through tailored campaigns that don't perpetuate stereotypes
- Graph 29: attitudes towards life and social circles, 2024
- Millennials and Baby Boomers feel misrepresented in marketing materials, with room to represent diverse stories
- Graph 30: attitudes towards life and social circles-many attempts at diverse representation in media/marketing materials are still stereotypical, by generation, 2024
- Opportunities for diverse representation of indigenous languages
- Gen Z and Millennial Hispanic consumers drive the attitude that they will not buy from a brand perpetuating stereotypes
- Graph 31: attitudes towards identity – "I will not buy a brand whose advertising perpetuates stereotypes," by generation, 2024
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Competitive Strategies
- Marketing and advertising
- 'Tajín, as unique as you' campaign celebrates the tastes of Americans from all walks of life through an English and Spanish campaign
- Leverage heritage to stand out from the rest
- Family-centered commercials that show unique storylines will resonate with Hispanics
- Opportunities
- Opportunity to diversify store-brand offerings
- Graph 32: store brand switching, by race and Hispanic origin, 2023
- Innovative use of Spanglish as well as English speakers speaking Spanish
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Appendix
- Definition
- Consumer research methodology
- Generations
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