This report offers insights into Hispanic Millennials’ concerns and preferences and how to address them with data-backed analysis. How do Hispanic Millennials perceive marketing efforts? What can brands do to appeal authentically and effectively? Answer these questions and more.
Marketing to Hispanic Millennials – Current Trends
Hispanic Millennials, defined as those born between 1980 and 1996, are reaching critical phases in their professional and personal lives, making them a critical demographic for targeted marketing. Characterized by particularly positive self-perspectives and feelings, strong family values, financial consciousness and a focus on health and wellness, they require marketing strategies that are both empathetic and culturally relevant.
Effective approaches such as creating bilingual content, highlighting family-oriented products, offering financial wellness tools and aligning with health initiatives will resonate with Hispanic Millennials. Brands that can address their financial concerns by offering products and services that promote financial well-being and provide educational content on managing finances, saving and investing have the most to win from this increasingly influential demographic.
Hispanic Millennial Consumer Statistics
- Cultural Authenticity: Hispanic Millennials value genuine cultural representation, with 73% able to detect inauthentic media portrayals. Brands that showcase diverse perspectives—leaning into authenticity and away from stereotypes—can connect more effectively.
- Financial Sensitivity: Despite “financial situation” topping the list of stressors, 69% of Hispanic Millennials remain optimistic about their future. Offering financial tools and education can aid in managing finances and future planning.
- Family Values: Hispanic Millennials are a major shopping group with strong family orientations—over two-thirds have children under 18. Marketing that emphasizes family values and convenience will likely appeal.
US Marketing to Hispanic Millennials Consumer Report – What’s Inside?
Key Topics Analyzed in the Report
- Overview of Hispanic Millennials’ life milestones and key moments that have shaped the generation.
- Financial outlook of Hispanic Millennials, in context of their life circumstance and lifestyle differences from older generations.
- Opportunities and competitive strategies to resonate with Hispanic Millennials.
- Household life and family dynamics by living situation and varying demographics.
- Hispanic Millennials’ discretionary spending and purchasing priorities.
- Top leisure activities and Hispanic Millennials’ lifestyle.
- Attitudes and behaviors towards social media and implications for marketers.
- Perspectives on self, younger generations and older generations.
- Self-expression and cultural attitudes to create authentic messaging.
Report Scope
This Report examines Hispanic Millennials’ attitudes and behaviors from a marketing standpoint. Millennials are defined as being born 1980-1996. In 2024, Millennials are between the ages of 28 and 43.
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/Latina” denotes individuals who have origins in a Latin American country, regardless of whether it is a Spanish-speaking country. Latinx and Latine are gender-neutral terms, while the former is mostly used by English speakers, the latter is the Spanish equivalent. This Report covers all consumers, and terms are used interchangeably throughout to reflect the diversity of this demographic.
Meet the Expert Behind the Analysis
This report was written by Stefanie Kundakjian. Stefanie Kundakjian develops multicultural insights focused on Hispanic consumers. She has over five years of experience carrying out custom research on diverse demographics in the Americas, Europe, and Eurasia. She holds an MA in International Affairs from the American University of Paris and a BA in Spanish and History from Grinnell College.
Hispanic Millennials are transitioning into middle age, balancing the demands of key lifestages. Brands can empower these consumers to meet their unique challenges.
Stefanie Kundakjian
Research Analyst
Collapse All
-
Executive Summary
- What you need to know
- What consumers want and why
- Market predictions
- Opportunities
- Lean into TV and movie fandom for novel collaborations
- Opportunities to maximize rewards; American Express seizes opportunity during high card use
- Show how financial services can work for Hispanic Millennials
-
Market dynamics
- Market context
- Hispanic Millennials experienced significant changes, including life without the internet and the subprime mortgage crisis
- Hispanic consumers’ buying power forecast to climb to $2.8 trillion in 2026
- Hispanic consumers’ earnings growth outpaces the average…
- Graph 1: median household income (% annual change), by Hispanic population vs all, 2012-22
- … but their mixed financial outlook calls for unique value propositions
- Graph 2: attitudes towards financial situation in the next 12 months, by Hispanic and generation, 2024
- Hispanic Millennials are increasing their wealth, parents, in particular
- Graph 3: Hispanic Millennials’ household income, by parental status, 2024
- Graph 4: Hispanics’ household earnings, by generation, 2024
- Inflation affects Hispanic households differently
- Graph 5: average annual expenditures (% share) – select items, by Hispanic origin, 2022
- Hispanic adults are the most likely to have personal loan debt
- Graph 6: types of debt owned, by race and ethnicity, 2024
- How Hispanic Millennials prioritize value depends on their personal circumstances
- Hispanic Millennials by the numbers
- Hispanic consumers account for more than one in five of total US Millennials
- Graph 7: generations, by Hispanic origin, 2023
- US population, by Hispanic origin and generation
- Hispanic Millennials are almost equally split on which language they prefer
- Graph 8: Hispanic consumers’ preferred language, by generation, 2024
- Mirror their seamless blending of Hispanic heritage with broader American culture and their influence on mainstream culture
- Graph 9: acculturation level, by Hispanic generations, 2024
- Hispanic Millennials’ lifestyles are impacted by lifestage, particularly parenthood
- Graph 10: Hispanic Millennials’ parental status, by older vs younger Millennials, 2024
- Balancing work and personal life is a common challenge for many, but Hispanic Millennials are juggle multiple roles
- Graph 11: Millennials’ employment and student status, by Hispanic vs all , 2024
-
Consumer Insights
- Consumer fast facts
- Consumer fast facts, continued
- Home life and family dynamics
- Emphasize value, convenience and shopping for the entire family
- Graph 12: Millennials’ household composition, by Hispanic vs all, 2024
- Living arrangements create opportunities to meet personal and household needs
- Graph 13: Hispanic Millennials who live with own or partner’s parents, by parental status and household income, 2024
- Pet brands should lean into bilingual marketing to resonate with half of Hispanic Millennials living with pets
- Graph 14: Hispanic Millennials who live with pets, by acculturation* and preferred language, 2024
- Leverage strong family ties and lean into intergenerational support
- Graph 15: Hispanic Millennials’ frequency of speaking with parents, by select living arrangements, 2024
- Support Hispanic Millennials caring for their parents
- Graph 16: Millennials’ frequency of talking with parents, by Hispanic vs all, 2024
- The travel industry is uniquely positioned to attract Hispanic Millennials living with own parents, pets who are looking for a short respite
- Graph 17: Hispanic Millennials’ shopping spree* – overnight stay at nearby hotel/vacation rental, by select living arrangements, 2024
- Stressors and concerns
- Hispanic Millennials are stressed by their finances and short on time, empower them with shortcuts and financial education
- Hispanic Millennials stressed by their finances and short on time, empower them with shortcuts and financial education
- Graph 18: Millennials’ top stressors (any rank 1-3*), by Hispanic vs all, 2024
- Higher living costs and child-care costs drive stress regarding finances, opening opportunities for store brands and innovative pricing
- Graph 19: Hispanic Millennials – financial situation as a top stressor (any rank 1-3*), by select living arrangement, 2024
- Financial brands can attract family and multi-generational households with appealing sign-up or upgrade bonuses
- Graph 20: Hispanic Millennials – financial situation as a top stressor (any rank 1-3*), by select living combinations, 2024
- Financial services can reach those most stressed about their finances with a mix of Spanish and English
- Graph 21: Hispanic Millennials – financial situation as a top stressor (any rank 1-3*), by preferred language, 2024
- Empower Hispanic Millennial men stressed about romantic relationships
- Graph 22: Millennials’ top stressors – romantic relationships (any rank 1-3), by Hispanic vs all and gender, 2024
- Help Millennials celebrate current friendships and make new ones
- Lifestyles and leisure
- Reach Hispanic Millennials in virtual and IRL spaces
- Graph 23: Millennials’ most enjoyable activities (any rank 1-3)*, by Hispanic vs all, 2024
- Hours of screen time points to a need to destress
- Capitalize on Hispanic Millennials’ health kick
- Graph 24: Millennials’ top three most enjoyable activities – physical activity (rank 1-3)*, by Hispanic vs all, 2024
- Family fitness solutions will resonate with parents
- Graph 25: Hispanic Millennials’ most enjoyable activities – physical activity (any rank 1-3)*, by parental status, 2024
- Emphasize community, especially among men
- Graph 26: Millennials’ most enjoyable activities – playing video games (any rank 1-3)*, by Hispanic vs all and gender, 2024
- Represent women’s relationships with their parents
- Graph 27: most enjoyable activities – spending time with my parents (any rank 1-3)*, by Hispanic vs all and gender and generations, 2024
- Relationship with social media
- Address consumer needs for self-improvement and entertainment
- Graph 28: Millennials’ social media opinions, by Hispanic vs all, 2024
- Celebrate authenticity and encourage real connections
- Graph 29: Millennials’ attitudes towards social media (any agree), by Hispanic vs all, 2024
- Social media competes with television for Hispanic Millennial’s attention
- Graph 30: Millennials’ most enjoyable activities (any rank 1-3)*, by Hispanic vs all, 2024
- Leverage entertainment, local community to reach Hispanic Millennials on social media
- Graph 31: agreement that social media “it’s a good platform for brands to reach me” (any agree), by Hispanic vs all, by generation, 2024
- Appealing to Hispanic Millennials on social media
- Nike LA gets social online and in-person to showcase impact in local community
- Discretionary spending habits and priorities
- Discretionary spending depends on discretionary dollars
- Hispanic Millennials gravitate towards affordable indulgences – apparel, dining out and self-care
- Graph 32: Millennials’ discretionary spending priorities in the past 12 months (any rank 1-3)*, by Hispanic vs all , 2024
- Future discretionary spending prioritizes appearance and overnight experiences
- Graph 33: Millennials’ discretionary spending priorities – hypothetical $500 in the next 30 days (any rank 1-3)*, by Hispanic vs all, 2024
- Younger and older Hispanic Millennials differ in their discretionary spending habits
- Graph 34: Hispanics’ discretionary spending priorities in the past 12 months (any rank 1-3*), by generation, 2024
- Food brands have room to cater to this population of bon vivants, particularly older Millennials
- Support parents’ investment in their child’s education
- Direct tech-based entertainment options toward Hispanic Millennial men
- Graph 35: Hispanic Millennials’ past year discretionary spending priorities and preferred future spending (any rank 1-3*) – entertainment/gaming and tech devices, by gender, 2024
- Women more likely to spend on beauty and wellness, but men show signs of engagement
- Graph 36: Millennials’ discretionary spending priorities in the past 12 months (any rank 1-3*) – beauty and personal care, by Hispanic and by gender, 2024
- Generational perspectives
- Hispanic Millennials see themselves as unique among all generations
- Continued
- Reflect Hispanic Millennials’ self-perceptions back to them to demonstrate understanding, but help them to overcome feelings of shortcomings
- Graph 37: Millennials’ self-perceptions, by Hispanic vs all, 2024
- Acknowledge and validate Hispanic Millennials’ self-perceptions and the efforts they put into their work
- Graph 38: Millennials’ attitudes towards success and expectations (any agree), by Hispanic vs all, 2024
- Leverage Hispanic Millennials’ optimism for the future and help them attain their goals
- Graph 39: Hispanics’ attitudes towards future (any agree), by generation, 2024
- Honoring Hispanic Millennials’ parents and their hard work will strike a chord
- Graph 40: Hispanic Millennial perceptions of older generations, 2024
- Cultural perspective and self-expression
- Focusing on localism will remind Hispanic Millennials of shared values with national chains
- Graph 41: Hispanic Millennials’ attitudes toward brands – small vs large and diverse/culturally representative staff, 2024
- Build strong connections through cultural understanding and authentic representation
- Graph 42: Hispanic Millennials’ attitudes towards representation – behind marketing materials/storylines, 2024
- Millennials see improvements in representation and cultural relevance in marketing, but brands can lean further into authenticity
- Graph 43: Hispanic Millennials’ attitudes towards representation – see their experiences in advertising, 2024
- Embrace diversity in the workplace to attract Hispanic Millennial consumers
-
Marketing Strategies
- Secret pet menu brings pet parents to food service establishments
- Pet-centric contests can appeal as nearly 1 in 2 live with pets
- In-person meet ups help engage with community
- Show the behind the scenes of small businesses
- Promote rentals to make discretionary spending – such as clothing – attainable during financially challenging times
-
Appendix
- Market definition
- Consumer research methodology
- Correspondence analysis-methodology
- Generations
- Abbreviations and terms
Mintel: Market Intelligence Made Easier
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.
For further information about our research and analysis methods, visit our helpdesk.
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.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
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 10% on all orders with the code INSIGHTS2026
Offer available until the end of December only
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
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
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
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
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
