- Circana
- Oct 24, 2024
- 1 min read
Updated: Jul 28
Understanding the Importance of Hispanic Shopping Trends
Hispanics represent 20% of the U.S. population. They also account for 14% of the total CPG market spending, a share that continues to grow. This report, Part I in a two-part series, explores their more than $180B annual CPG purchases to highlight consumption trends and opportunities to win with these valuable consumers.
Highlights:
More than two dozen countries are represented by Hispanics in the U.S., predominately Mexico. Another large portion of the U.S. Hispanic population is from Puerto Rico, a U.S. territory.
In the U.S., Hispanic women have the highest fertility rate, and Hispanic births outpace immigration in population growth.
Acculturated Hispanics spend more than $10.3 billion on 10 categories.
Hispanics are driving growth and outpacing non-Hispanics in CPG and food and beverage in dollars (3.5% vs. 2.6%) and units (7% vs. -0.3%)
Place of origin and degree of acculturation should be considered when marketing to Hispanic shoppers. Mexican-Americans in the Southwest may have different preferences to Puerto Ricans in the Northeast.
Circana's Comprehensive Insights On Hispanic Shoppers
Circana's understanding of complex consumer behavior helps brands and retailers uncover data-driven opportunities for growth with Hispanic consumers.
