Hispanic women account for one in five mothers in the US. What’s more – Hispanic moms are responsible for raising one in four children under 18 in the US. This makes Hispanic moms not only a powerful consumer group today but also one whose influence impacts the decisions of more than one quarter of tomorrow’s young adults. To reach today’s culturally fluent Hispanic moms, marketers must communicate with cultural awareness and understanding to stay relevant.
Hispanic moms display distinct differences compared to US moms, overall, in their shopping decisions, stress relievers, concerns and parenting styles. Marketers should consider these nuances to align with their values. It’s also crucial to recognize that Hispanic moms are diverse, and factors like country of origin, preferred language and age of children impact priorities and values.
Hispanic moms often struggle for time and energy, with different segments prioritizing the aspects that are most important to them. Current economic factors, such as childcare costs and fluctuating mortgage rates, significantly affect Hispanic family incomes and how Hispanic moms and dads navigate value. Understanding the different parenting styles of Hispanic moms and their trusted sources for parenting information can help marketers resonate in ways that are not only helpful but authentic.
This report looks at the following areas:
- Current market context and sociocultural environment impacting Hispanic moms
- Hispanic moms demographic overview
- How Hispanic moms discover new products
- Factors influencing purchase decisions when buying for their children
- Where Hispanic moms find parenting information
- Approaches to parenting
- What would most help Hispanic moms relieve stress
- Hispanic parents’ top concerns for their children
- Innovations, marketing and advertising relevant for Hispanic moms
Hispanic moms seek practical ways to meet family needs. They prioritize value by focusing on what will support their children’s development and future success.
Stefanie Kundakjian, Research Analyst
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.
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want and why
- Opportunities
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HISPANIC MOMS IN AMERICA: AN OVERVIEW
- Market context
- Cooling inflation throughout 2024 helps Hispanic families, but while prices remain high, a focus on value will remain
- Graph 1: headline CPI and core CPI, 2021-24
- Hispanic parents’ financial situations changing for the better in the past year
- Graph 2: change in financial situation over the past 12 months, by Hispanic parents, 2023-24
- US Surgeon General issues advisory on the mental health and wellbeing of parents
- Cultural values impact mental health conversations and needs
- Consumer sentiment fell again in December after slow steady gains during the latter part of 2024
- Graph 3: consumer sentiment index, 2022-25
- Hispanic parents, like non-Hispanic parents, show optimism for their future financial situation
- Graph 4: financial outlook in the next 12 months, by Hispanic origin and parental status, 2024
- Hispanic moms by the numbers
- A future-proof strategy needs to include Hispanic/Latino families
- One in five US mothers are Latina, yet her identity encompasses much more than this singular aspect
- Graph 5: mothers with coresident children under 18 in the home, by race/Hispanic origin, 2022
- Understand Hispanic mothers’ family dynamics by exploring two- parent and one-parent families
- Graph 6: Hispanic family group and child situation (thousands), 2019-23
- Hispanic parents’ primary home language is gender dependent
- Graph 7: primary language spoken at home, by Hispanic moms and dads, 2024
- Hispanic consumers in prime parenting years account for nearly two thirds of those who primarily speak Spanish at home
- Graph 8: Spanish language spoken at home, by age, 2019
- Preferred language shows proficiency and the language they feel most comfortable with
- Graph 9: language preference, by Hispanic moms and dads, 2024
- Appealing to mothers secures brand reputation with the growing future Hispanic population
- Graph 10: birth rates, by Hispanic origin and all races/origins, 2016-22
- For the greatest reach and relevance, focus on the largest Hispanic ancestry groups and where they live
- States with the highest concentrations of Hispanic populations
- Hispanic parents are predominantly born in the US, making it important to represent third-culture adults
- Graph 11: average yearly growth (in thousands) of Hispanic population, by US births vs immigration, 2020-22
- Speak their language: use the terms Hispanic parents use to describe themselves
- Graph 12: preferred terms for self-description, by Hispanic moms and dads, 2024
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CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts, continued
- Product discovery
- Omnichannel product discovery is strong; use these channels and social media strategically to attract moms
- Graph 13: new product discovery source, by Hispanic moms and all moms, 2024
- Country of origin impacts product discovery; tailor awareness campaigns accordingly
- Graph 14: Hispanic moms’ new product discovery source, by country of origin, 2024
- Opportunities for streaming ads
- Spanish in store is lacking: use catchy Spanish or Spanglish advertising and multilingual displays with samples
- Graph 15: Hispanic moms’ new product discovery source – while in stores, by language preference, 2024
- Create a cultural bridge with in-store Spanish events and marketing to expand product discovery
- Dads are more likely to use search engines; engage moms with other channels as they seek reassurances
- Graph 16: Hispanic parents’ new product discovery source – search engines, by gender, 2024
- In-person promotions most likely to reach mothers of children transitioning into/already in their teenage years
- Graph 17: Hispanic moms’ new product discovery – in-person promotion, by age of children in home, 2024
- Target in-store promotions to busy mid-level-income households
- Graph 18: Hispanic moms’ product discovery, by household income, 2024
- Purchase factors
- Similar to all moms, Hispanic moms take a practical approach to balancing health, education and family time
- Graph 19: importance of purchasing factors for Hispanic moms when buying a product or service for children, 2024
- All moms value convenience and price
- Graph 20: purchasing factors – very/somewhat important (NET), by Hispanic moms and all moms, 2024
- Hispanic moms of younger children are most engaged in children’s toys/video games and entertainment categories
- Graph 21: purchase factors for toys/video games and entertainment (very important), by age of child, 2024
- Value encompasses price as well as education and skill-building attributes
- Graph 22: purchasing factors – any item (very important), by Hispanic moms and all moms, 2024
- Connect emotionally and stay relevant with foreign-born Hispanic moms through culturally attuned nostalgia and new, innovative ideas
- Graph 23: Hispanic moms’ purchasing factors – any item (very important), by US vs foreign born Hispanic moms, 2024
- Food brands need to highlight winning flavor with children, nutrition and quality ingredients
- Graph 24: purchasing factors – food (very important), by Hispanic moms and all moms, 2024
- Highlight nutritional value, particularly with Spanish-dominant Hispanic moms
- Graph 25: Hispanic moms’ purchasing factors – food – “it is nutritious” (very important and somewhat important), by preferred language, 2024
- Emphasize taste/flavor with compelling imagery and showcase nutritional value on packaging and advertising
- Focusing on multifunctionality for the home is key
- Graph 26: important purchase factors – furniture – “multifunctionality” (very important), by Hispanic moms and all moms, 2024
- Parenting information sources
- Hispanic moms rely on friends and family for parenting advice and information – just like moms in general
- Graph 27: parenting information sources (select up to 5), by Hispanic moms and all moms, 2024
- Use culturally authentic storytelling and relatable experiences to connect with Hispanic moms
- Create tutorials on social media to encourage one-on-one time with children through product use
- Spanish-speaking moms look for professional guidance, creating opportunities for targeted educational content and services
- Graph 28: Hispanic moms’ parenting information sources, by preferred language, 2024
- US-born Hispanic moms are looking for relevance and understanding
- Graph 29: Hispanic moms’ parenting information sources – friends or family members close to my age, by country of birth, 2024
- Young Hispanic moms, as well as all Hispanic fathers, are looking for relatable advice and community online
- Graph 30: Hispanic parents’ parenting information sources – internet communities, by gender and age of mothers, 2024
- Parenting approach
- Lean into educational value as a key proposition when marketing to Hispanic moms
- Graph 31: parenting approach – behaviors towards development, by Hispanic moms and all moms, 2024
- Related to children’s age, younger moms are more involved in what foods children eat, but it also points to a different approach to food
- Graph 32: “I have a strong say in what my children eat,” by age of Hispanic moms, 2024
- Hispanic moms needs reassurance and help to understand (and monitor) the content their children encounter on social media
- Graph 33: parenting approach – behaviors regarding screens and content, by Hispanic moms vs all moms, 2024
- Hispanic mothers who lean conservative are generally more cautious about the content their children are exposed to on social media
- Graph 34: Hispanic moms’ parenting approaches regarding social media, by political ideological affiliation, 2024
- Hispanic moms are primarily concerned with hate speech on social media and want to shield their kids from hateful messages
- Graph 35: support for potential changes to social media platforms – select items, by Hispanic vs non-Hispanic moms, 2024
- Instagram adds protection to teen accounts
- Protecting teens and younger users online
- Cultural affinity and language influence how much independence Hispanic moms give children to decide how to spend their own money
- Graph 36: Hispanic moms – “My children decide how they spend their money on their own” (agree), by US/foreign born and language preference, 2024
- Hispanic moms’ lower engagement in extracurricular activities may indicate structural challenges that financial brands can address
- Graph 37: “I make sure my children have activities outside of school,” by Hispanic moms and dads vs all moms, 2024
- Educational entertainment: spotlight on Kinder’s Applaydu app
- Stress relievers
- Brands can appeal by focusing on efficiency, convenience and relieving busy moms of energy-draining mental tasks
- Graph 38: what would most help to relieve stress (select up to five), by Hispanic moms vs all moms, 2024
- Help moms spend more time with their children and partners
- Graph 39: what would most help to relieve stress (select up to five), by employment and marital status, 2024
- Cater to moms’ sense of joy, stemming from different activities based on country of birth and preferred language
- Graph 40: what would most help to relieve stress (select up to five), by language preference, 2024
- Country of birth impacts Hispanic mom’s needs; cultural differences present opportunities for informal/social approaches to combat stress
- Graph 41: what would most help to relieve stress (select up to five), by country of birth, 2024
- Help Hispanic moms instill emotional regulation in kids
- Meet parents where they are at, taking into account the impact of country of birth and preferred language play
- Graph 42: what would most help to relieve stress (select up to five), by country of birth and preferred language, 2024
- Concerns
- Children’s mental health, educational progress and physical wellbeing are moms’ top concerns
- Graph 43: top concerns regarding their children (any rank 1-3), Hispanic moms and all moms, 2024
- Gap and Madhappy partnership brings message of joy
- The responsibility for managing a child’s mental health predominantly falls on mothers, and it weighs on them
- Graph 44: Hispanic parents’ top concerns regarding their children – their mental health/happiness (any rank 1-3), by gender, 2024
- Middle childhood (ages 6-11) brings more school concerns for parents
- Graph 45: Hispanic moms’ top concerns regarding their children – their progress in school (any rank 1-3), by age of children, 2024
- Promote benefits to mental cognition and learning directly on packaging to resonate with moms
- Middle-income parents most concerned about the impact of outside influences on their life choices
- Graph 46: Hispanic moms’ top concerns regarding their children – the impact of outside influences on their life choices (any rank 1-3), by household income, 2024
- Partnership opportunities to empower moms about their finances and family dynamics
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MARKETING STRATEGIES AND OPPORTUNITIES
- Marketing strategies
- On-pack cognitive health claims will resonate with Hispanic moms
- Marias Gamesa continues the conversation on moms’ challenges, mental health
- Hyundai highlights creating new memories and learning as a family to appeal to Hispanic parents
- Opportunities
- Alleviate daily frustrations by lending a hand with household chores
- Offer accessible homework help
- Help Hispanic moms find balance between the digital and analog world
- Reminders to treat oneself and dispel feelings of shame to resonate with US-born Hispanic moms
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
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