Who is the Hispanic consumer?

Hispanic consumers are a dynamic, diverse, and growing population. They have formidable buying power–estimated at $2.4 trillion in 2024–and are projected to make up more than a quarter (28%) of the US population by 2060.

With more than a third (35%) of Hispanic consumers under the age of 21, there is significant opportunity for CPG firms to build relationships that become long-lasting loyalty in later (and higher-earning) stages of life.

Key factors for engaging this increasingly influential consumer group include:

• Offering products at a variety of price points and clearly communicating value
• Incorporating culturally relevant content, such as celebrating Hispanic heritage or acknowledging cultural holidays, in communications
• Participating in community events and supporting local Hispanic causes
• Engaging with Hispanic consumers in relevant digital spaces and through influencers