Description

This Hispanic Consumers’ Culture report provides comprehensive and current information and analysis of the US Hispanic Consumers’ Culture and Community market including US Hispanic Consumers’ Culture and Community market size, anticipated market forecast, relevant market segmentation, and industry trends for the Hispanic Consumers’ Culture and Community market in the US.

Current market landscape

Only 26% of Hispanics met new people during the pandemic, suggesting that Hispanics are spending more time with people like them for the duration of the pandemic. Their close relationships tend to include family and Hispanic friends and are – therefore – rich in Hispanic culture. In their broader groups and communities, Hispanics are more likely to open up about who they are and embrace biculturalism if they feel that the Hispanic culture is gaining influence.

Future market trends in US Hispanic Consumers’ Culture and Community

As the acceptance of Hispanic culture impacts how Hispanics see themselves and their groups and communities, marketers will benefit from understanding the role that culture has within their categories.

Read on to discover more about the Hispanic Consumers’ Culture market report, read our Hispanics: Leisure & Entertainment – US – 2021 report, or take a look at our other Consumer research.

Quickly understand

  • The impact of COVID-19 on Hispanics’ social lives.
  • Which qualities Hispanics see in their groups and communities.
  • How Hispanics perceive other groups of people in their lives.
  • Hispanics’ attitudes toward groups and communities.

Expert analysis from a specialist in the field

This report, written by Juan Ruiz, a leading analyst in the Hispanic Insights sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

When Hispanics evaluate how they relate to their groups and communities, their relationships with family and Hispanic friends stand out as being more meaningful. Since a shared culture and language drive closeness and make a difference, marketers can learn from these relationships as they search for relevance.

Juan Ruiz, Director Hispanic Insights
Juan Ruiz
Director of Hispanic Insights

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas:
    • Definition
    • Market context
    • COVID-19: US context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Opportunities and challenges
    • Make holidays (and other occasions) meaningful
      • Figure 1: Meaningful holidays, 2021
    • Make Hispanics feel they belong
      • Figure 2: Prevalent qualities of groups and communities (any rank), 2021
    • Embrace Hispanics’ cultural pride
      • Figure 3: Attitudes toward culture and community, by perceived influence of Hispanic culture, 2021
    • Key consumer insights
    • Feeling part of their groups and communities condition Hispanics’ attitudes
    • Individuality needs to fit in the group mentality
    • Relationships rich in Hispanic culture are meaningful
    • The good company is what makes holidays meaningful
    • Hispanics will open up about who they are if you let them
    • COVID-19 limited Hispanics’ ability to meet a diverse group of people
  3. Hispanics by the Numbers

    • There are 63.5 million Hispanics in the US
      • Figure 4: US population, by race and Hispanic origin, 2016-26
    • Hispanics’ youth makes them open-minded
      • Figure 5: Population distribution, by age and race/Hispanic origin, 2021
    • Hispanics’ larger households will keep Hispanics bicultural
      • Figure 6: Average number of people per household, by race and Hispanic origin, 2020
      • Figure 7: Households with related children under 18 in the household, by race and Hispanic origin of householder, 2020
  4. Market Factors

    • COVID-19 isn’t over: new variants fuel concerns
    • Things are improving, but uncertainty remains
      • Figure 8: Median household income, by race and Hispanic origin of householder, 2019
      • Figure 9: Household income distribution by race and Hispanic origin of householder, 2019
    • Inflation is taking a toll
      • Figure 10: Consumer Price Index change from previous year, 2020-21
  5. Market Perspective

    • Latinx isn’t meeting the mark
    • Hispanics’ political views are diverse
      • Figure 11: Political outlook, all US consumers vs all Hispanics, by age, 2020-21
    • Hispanics’ use of Spanish is becoming more selective
      • Figure 12: Language Hispanics speak at home, by age, 2020-21
      • Figure 13: Language preferred – various activities, 2020-2021
  6. Competitive Strategies and Market Opportunities

    • Mintel Global Trend Drivers
      • Figure 14: Mintel Global Trend Drivers, 2021
    • Identity: give Hispanics an avenue to share who they are
      • Figure 15: Hispanics’ attitudes toward sharing about their Hispanic/Latino heritage, by language preference, 2020-2021
      • Figure 16: Tecate’s Mexico is in Us video ad, 2020
    • Identity: understand increasing diversity of social circle
      • Figure 17: Hispanics’ attitudes toward friends and keeping up to date with American and Latin American news, sports and music, by language preference, 2020-2021
      • Figure 18: Northgate Gonzalez Market “Hey Mom” video ad, 2020
    • Wellbeing: empower Hispanics to do good
      • Figure 19: dexpósito & Partners “Lucha vs Virus” post,2020
  7. Hispanics’ Culture and Community: Fast Facts

  8. Culture and Community Attitudinal Segments

    • Hispanics have four perspectives toward their culture and communities
      • Figure 20: Culture and community attitudinal segments, 2021
    • Culture Adapters (30%)
      • Figure 21: Demographic profile of Culture Adapters, 2021
    • Community Optimists (26%)
      • Figure 22: Demographic profile of Community Optimists, 2021
    • Community Outsiders (22%)
      • Figure 23: Community Outsiders, 2021
    • Culture Passives (22%)
      • Figure 24: Culture Passives, 2021
    • Important relationships
      • Figure 25: Attitudes toward culture and community, by culture and community attitudinal segments, 2021
  9. Qualities of Groups and Communities

    • There is little consensus in how Hispanics see their groups/communities
      • Figure 26: Prevalent qualities of groups and communities (any rank), 2021
    • Hispanics see qualities they want to see
      • Figure 27: Prevalent qualities of groups and communities – any rank, by culture and community attitudinal segments, 2021
    • Surroundings may impact Hispanics’ confidence
      • Figure 28: Prevalent qualities of groups and communities – Optimism, by language spoken at home and household income, 2021
    • Spanish-dominant Hispanics are more likely to see collaboration
      • Figure 29: Prevalent qualities of groups and communities – Collaboration and individuality, by language preference, 2021
    • A note about patriotism
  10. Perceptions of Different Groups of People

    • Hispanics’ meaningful relationships are rich in Hispanic culture
      • Figure 30: Perceptions of different groups of people, 2021
  11. Holidays

    • Hispanics find meaning in a just a handful of holidays
    • Focus on the celebration experience
      • Figure 31: Hispanics’ attitudes toward celebrating holidays, by language preference, 2020-21
      • Figure 32: Meaningful holidays, 2021
    • Latin American holidays may work better as part of broader strategies
      • Figure 33: Meaningful holidays, by language preference, by language preference, 2021
  12. Attitudes Toward Culture and Community

    • Hispanics’ views on diversity and cultural tension impact how they see themselves
      • Figure 34: Attitudes toward culture and community, 2021
      • Figure 35: Attitudes toward culture and community, 2021
    • Hispanics who feel welcomed are likely to embrace biculturalism
      • Figure 36: Attitudes toward culture and community, by perceived influence of Hispanic culture, 2021
    • Hispanics’ cultural pride increases with age
      • Figure 37: Attitudes toward culture and community, by age, 2021
  13. Impact of COVID-19 on Culture and Community

    • The pandemic diminished Hispanics’ social lives
      • Figure 38: Impact of COVID-19 on culture and community, 2021
    • Less affluent Hispanics were more likely to retreat during the pandemic
      • Figure 39: Impact of COVID-19 on culture and community, by language spoken at home and household income, 2021
  14. Appendix – Data Sources and Abbreviations

    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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