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
Collapse All
-
Executive Summary
- What you need to know
- Consumer trends: key takeaways
- Market predictions
- Opportunities
-
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
-
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
-
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
-
Appendix
- Definition
- Consumer research methodology
- Generations
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
