Holiday family gatherings are just around the corner. As marketers put the final touches on year end marketing it would behoove them to consider how much potential sales volume the U.S. Hispanic market today represents.  Consider this:

1. Population Growth: Hispanics represent 51% of the U.S. population growth per the last Census. That makes them the most important growth segment for the foreseeable future.

2. Income Growth: Hispanic GDP grew 2.6 times faster than Non-Hispanic income (3.1% versus 1.2% according to the 2022 LDC Report.) They have disposable income and spend it on family.

3. Spending on Food: Hispanics spend more on food than Non-Hispanics, and according to IHS Global Insights, Hispanic spending on food and other categories will far outpace Non-Hispanics between 2015 and 2025. Specifically:

• Food at Home 60% vs. 48%

• Personal Care 64% vs. 47%

• Clothing 52% vs. 31%

• Telecom 90% vs. 66%

• Technology 98% vs. 55%

Also, if you add the loyalty factor, Hispanic marketing is sure to provide a significant return on investment. Latinos respond favorably to businesses that invest in their community and those that advertise in culture. Why wait until next year to ramp up your marketing efforts? 

About Roberto Orci

Roberto is a marketing and advertising executive who provides leadership and guidance to take

companies to the next level. He is a recognized leader and founding member of the ANA’s

Alliance for Inclusive and Multicultural Marketing (“AIMM”) with experience in CPG including Nestle, Carnation and Juanita’s Foods, and grocery retail with Albertsons, Northgate and Fiesta Mart. He is Managing Partner at The Ant Society, an award winning multicultural agency headquartered in Los Angeles. Roberto can be reached at roberto@theantsociety.com.