By 2030, Hispanic consumers will make up 20.8% of the US population, growing 10 times faster than non-Hispanics. Hispanic Millennial moms currently drive purchasing, while Gen Z moms are just entering parenthood, signaling a rising wave of influence.
Life-stage moments – kids’ new interests, outgrown clothes, vacations and school milestones – prompt Hispanic moms to seek new products. Brands that align launches and campaigns with these triggers can build meaningful, long-term loyalty.
Marketing that honors culture, authenticity and family connections resonates strongest. Promotions, educational content and safety-focused messaging capture attention, while bilingual and culturally relevant influencer partnerships build trust. The biggest opportunity lies in balancing respect for moms’ authority with messaging that validates children’s voices, tailored by language and acculturation.
The challenge is skepticism. Hispanic moms tend to be cautious, especially toward social media influencers. English-preferring moms respond more to mainstream “kids-as-consumers” messaging, but brands that fail to signal authenticity risk missing key cultural and generational cues, making trust and cultural resonance essential for growth.
This report looks at the following areas:
- Overview of Hispanic moms and current market context
- Events that trigger Hispanic moms to search for new products for their children
- Marketing tactics that are most likely to capture the attention of Hispanic moms
- Factors that influence trustworthiness of a social media influencer’s recommendations
- Influence of children’s preferences in purchase decision by category
- Hispanic moms’ comfort with their child’s exposure to different types of marketing
- How motherhood has shifted their approach to beauty and fashion
- Hispanic mom’s responsibilities for meal prep/planning, grocery shopping and childcare
Connecting with Hispanic moms demands trust, cultural understanding and family focus; anything less falls flat.
Fiona O'Donnell, Senior Director – Lifestyles, Culture & Identity, Multicultural, Travel & Leisure
Market Definitions
For the purposes of this Report, Mintel has used the following definitions.
Parents have kids under the age of 18 living within their household. Moms identify as female and dads identify as male and have kids under the age of 18 living within their household.
“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.
Collapse All
-
EXECUTIVE SUMMARY
- What you need to know
- Outlook for Hispanic moms
- What consumers want and why
- Opportunities
- Balancing mom’s authority with kids’ voices creates space for stronger engagement
- Build influencer trust through proof, stories and cultural connection
- Engage Hispanic moms through support and solutions
-
MARKET DYNAMICS
- Market context
- Retail sales remain strong, but tariff-driven price hikes will test the spending resilience of Hispanic moms amid the incoming holiday season
- Graph 1: retail sales, 2024-25
- Consumer sentiment dipped as near-term inflation expectations worsen
- Graph 2: consumer sentiment index, 2022-25
- Market drivers
- Hispanic consumers continue to grow share of US population
- Hispanic consumers’ buying power forecast to climb to $2.6 trillion in 2026
- Graph 3: median household income (% annual change), by Hispanic population vs all, 2012-22
- Despite financial growth, Hispanic moms face tight budgets
- Graph 4: Hispanic moms’ financial situation, 2025
- Hispanic moms by the numbers
- Appealing to mothers secures brand reputation with the growing future Hispanic population
- Graph 5: birth rates, by Hispanic origin and all races/origins, 2016-23
- Evolving family dynamics among Hispanic mothers
- Graph 6: Hispanic moms’ family structure, 2025
- Graph 7: Hispanic family group and child situation (thousands), 2019-23
- Generational differences in Hispanic parenthood
- Graph 8: Hispanic consumers – parental status, by Gen Z and Millennials vs all Hispanic consumers, 2025
- Graph 9: households with related children under the age of 18 living at home, by Hispanic origin, 2021
- Hispanic moms are most often Millennials
- Graph 10: Hispanic moms’ age, 2025
- Graph 11: Hispanic moms’ generation, 2025
- English preference and bicultural identity shape Hispanic moms
- Graph 12: Hispanic moms’ preferred language, 2025
- Graph 13: Hispanic moms’ dominate culture, 2025
-
CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts, continued
- Product search triggers for new products
- New stages in their children’s development spurs product search
- Graph 14: product search triggers, by Hispanic moms vs all moms, 2025
- Health concerns drive Hispanic moms toward kid-friendly wellness
- Older Hispanic moms shift from “providing for” to “keeping up” with their kids’ changing needs
- Graph 15: Hispanic moms – product search triggers, by age, 2025
- New and changing interests give reason for English-preferring Hispanic moms to search for new kids’ products
- Graph 16: Hispanic moms – product search triggers, by preferred language, 2025
- Hispanic/Latino culture-dominant moms are less apt to search for new products due to kids’ losing interest
- Graph 17: Hispanic moms – product search triggers, by dominant culture, 2025
- Attention-getting marketing tactics
- Savings, learning, safety and Spanish language marketing is most effective
- Graph 18: attention-getting marketing (select up to three), by Hispanic moms vs all moms, 2025
- Affordable wellness wins Hispanic moms’ attention
- Spanish language is more powerful than promotions and information for Hispanic moms who prefer Spanish
- Graph 19: Hispanic moms – attention-getting marketing (select up to three), by preferred language, 2025
- Cultural connections resonate with Hispanic moms
- Graph 20: Hispanic moms – attention-getting marketing (select up to three), by dominant culture, 2025
- Married Hispanic moms are more deal-driven than single moms
- Graph 21: Hispanic moms – attention-getting marketing (select up to three) – select items, by marital status, 2025
- What makes influencer recommendations trustworthy
- Cultural fit and authenticity are key to influencer success
- Graph 22: social media influencer characteristics, by Hispanic moms vs all moms, 2025
- Authentic mom stories build trust and engagement
- Age shapes influencer trust among Hispanic moms
- Graph 23: Hispanic moms – social media influencer characteristics, by age, 2025
- Stylish family-life content may appeal to older Hispanic moms
- Bilingual storytelling deepens trust
- Graph 24: Hispanic moms – social media influencer characteristics, by preferred language, 2025
- Hispanic moms aligned with both cultures seek authentic connection
- Graph 25: Hispanic moms – social media influencer characteristics, by dominant culture, 2025
- Children’s influence on purchases
- Food and fashion are the most likely to be joint decisions
- Graph 26: Hispanic moms – children’s influence on purchases, 2025
- Kids have slightly less influence over Hispanic moms’ purchases
- Graph 27: children’s influence on purchases – total/significant/minor input – NET, by Hispanic moms vs all moms, 2025
- Kid-driven brands win Hispanic moms’ trust
- Older Hispanic moms (who have older kids) allow their kids more say in purchases
- Graph 28: Hispanic moms – children’s influence on purchases – total/significant/minor input – NET, by age, 2025
- With acculturation, kids’ input has more influence on household purchases
- Graph 29: Hispanic moms – children’s influence on purchases – total/significant/minor input – NET, by preferred language, 2025
- With acculturation, kids’ input has more influence on household purchases
- Graph 30: Hispanic moms – children’s influence on purchases – total/significant/minor input – NET, by preferred language, 2025
- Comfort with children’s exposure to marketing
- TV ads aimed toward children are the most acceptable marketing platform
- Graph 31: acceptable marketing approaches toward children (any rank 1-3), by Hispanic moms vs all moms, 2025
- Community-driven stories build trust with moms
- Older Hispanic moms are more accepting of ads on social media their kids use
- Graph 32: Hispanic moms – acceptable marketing approaches toward children (any rank 1-3), by age, 2025
- Spanish-speaking Hispanic moms are more comfortable with kids’ exposure to influencer marketing
- Graph 33: Hispanic moms – acceptable marketing approaches toward children (any rank 1-3), by preferred language, 2025
- Moms’ fashion and beauty after kids
- Comfort becomes a prevailing priority with motherhood
- Graph 34: fashion and beauty after kids, by Hispanic moms vs all moms, 2025
- Stylish comfort meets Hispanic moms’ practical priorities
- Language impacts beauty and social habits among Hispanic moms
- Graph 35: Hispanic moms – fashion and beauty after kids, by preferred language, 2025
- Household dynamics shape how Hispanic moms shop and prioritize beauty and fashion
- Graph 36: Hispanic moms – fashion and beauty after kids, by marital status, 2025
- Household responsibilities
- Most Hispanic moms take sole responsibility for meals, grocery shopping and childcare
- Graph 37: Hispanic moms – household responsibilities, 2025
- Helping Hispanic moms balance meal planning/prep and traditions
- Younger moms lead but their spouses may be stepping in
- Graph 38: Hispanic moms – all/most responsibility for household tasks, by age, 2025
- For English-preferring Hispanic moms, sole responsibility ticks up
- Graph 39: Hispanic moms – all/most responsibility for household tasks, by preferred language, 2025
- CookUnity delivers social content in both English and Spanish
-
INNOVATION AND MARKETING STRATEGIES
- Innovation
- Health and wellness through cultural tradition
- Natural solutions for health and wellness
- Heritage-infused refreshment builds modern family connection
- Authenticity and ease meet kids’ mealtime preferences
- Influencer-driven collectibles bridge pop culture and family play
- Marketing and advertising
- Leveraging cultural relevance to drive engagement and trial
- Empowering Hispanic moms through cultural connection and purpose
- Trusted family narratives capture moms’ attention
- Influencer partnerships amplify culturally resonant brand stories
- Bilingual storytelling bridges culture and innovation
-
APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
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
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
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 use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
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
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
