With 63.5 million individuals making up 19% of the US population, Hispanic consumers are a dynamic and multifaceted force, embodying a rich tapestry of identities that are firmly rooted in their cultural and traditional heritage while simultaneously evolving and adapting to the rapid pace of American and global cultural influences. Mintel’s in-depth consumer report analyses the impact of culture and heritage on Hispanic consumers’ identity, and identifies target audience segments and how to approach them.
Key Issues Covered in this Report
- The impact of culture and heritage on Hispanic consumers’ identity.
- Activities related to culture and heritage.
- Perspectives of identity.
- Attitudes toward identity, life and social circles.
- How to target shifting consumer needs and affinities.
- Target audience segments and how to approach them.
US Hispanics and Symbols of Identity
Hispanic consumers want to see themselves fully in marketing materials and brands need to move away from representations that perpetuate stereotypes. Culture and heritage play an important role for these consumers and brands have room to honor the work that Hispanics put into maintaining traditions. Although Hispanic consumers appreciate marketing outreach efforts, including the use of Spanglish (a mix of English and Spanish), they are also looking for brands to be involved in community events.
Purchase the full report for more consumer trends, market predictions and opportunities for brands to connect with Hispanic communities.
Market Definition
Similar to the US Census, Mintel defines Hispanics as those who report being of Hispanic or Latino origin or descent, such as Latin American, Mexican, Puerto Rican or Cuban. There are over 63.5 million Hispanics in the US in 2023, representing 18% of the total US population.
“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.
Expert Analysis from a Consumer Specialist
This report, written by Stefanie Kundakjian, a leading consumer insights analyst, delivers in-depth commentary and analysis to highlight current US Hispanic consumer trends.
Many Hispanic consumers cannot see themselves reflected in marketing materials and the majority continue to see stereotypes in messaging.
Stefanie Kundakjian
Research Analyst
