The latest study ofUniversity of California, Los Angeles(UCLA), made in partnership with the Economic Research and Forecasting Center of California Lutheran University, reveals that currently the Hispanics in the United States correspond to 19,2% of the country's population. This segment is responsible for 70% of the annual population increase recorded in the US and accounts for 41,4% of the real growth of the US GDP since 2019, according to UCLA. The numbers related to the Hispanic population — with an emphasis on the average of 1 million immigrants from this community who enter the country every year, according to thePer Research Center — they make her one of the main topics of the electoral debates held between Kamala Harris and Donald Trump, candidates for the next presidential term of the country
Beyond the electoral nature, Hispanics also stand out as a market focus, especially for the retail sector of food and beverages. According to the Circana survey, global company ofdata techfor analysis of consumption behavior, the Latin-origin population in the US is responsible for 14% of spending in dollars on food, number that is increasing by 0,4 points per year, contrasting the reduction of 0,3 points in the consumption of the white population, surpassing the average spending of other communities, like African Americans and Asian Americans
Keeping an eye on the economic power of this segment, companies like the CVS Pharmacy drugstore chain and the Kroger supermarket franchises have invested in remodeling unitsHispanic-focused, that is, focused on Hispanics. As revealed by Circana's market study, CVS added theand more" (and more in literal translation), developed specific designs to promote a personalized shopping experience for the Hispanic population, bet on lower prices and hired bilingual employees. A Kroger, in turn, remodeled the Houston franchise, with signs in Spanish, and invested in exclusive products — like canned ceviche — in addition to launching theprivate label brand Kroger Market, whose products are developed based on ingredients consumed in Latin countries
Toy brands, clothing and beauty, like Target, Kohl's, Macy's, Build-A-Bear and Nike, they have also been looking with special attention at the segment, which is responsible for 17% of spending in dollars in these sectors and showed an increase of 0,1 point in consumption, in 2024. In common, these retailers recently invested in products with commemorative editions, remembering important dates for the Latin population, with emphasis on National Hispanic Heritage Month (celebrated in the US from September 15 to October 15), to the Day of the Dead (a date on the Mexican calendar celebrated between November 1 and 2) and Cinco de Mayo (a celebration that dates back to the first battle won by Mexicans)
According to Daniel Morimoto, LATAM vice president of Circana, the spending and demands of Hispanics in the food retail sector, beverages and non-food products increased more than the average, but it is worth noting that in the consumption of goods in general there was a contraction of 0,1 point, that reflects the performance of the U.S. market itself. For the executive, understand the exclusive compensations of this community, that should grow more than 50% in the next 35 years, can help better meet the needs of an increasingly capable audience for consumption. In 2060, the Hispanic population is expected to reach 98 million people in the United States. With that, one in every four inhabitants of the United States will be of Latin origin. Thus, understand where the spending of these consumers is most prevalent by sector, purchase methods, "channel and categories is a first-order demand that will help preserve the American economic dynamics", score the executive
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