Matiz Intelligence
Hispanic
Insights
Hub
65 million Americans. $2.7 trillion in spending power. And still one of the most misunderstood consumers in the market.
The U.S. Hispanic market isn't an afterthought or a niche. It's the single greatest growth opportunity in American consumer marketing right now. Brands that understand this community's values, identity, and buying behavior don't just grow — they build loyalty that lasts. This hub gives you the data and perspective to start making smarter decisions.
The Scale
Who They Are
At 65.2 million people, U.S. Hispanics represent 19.5% of the total population — and that number is growing faster than any other group. With a median age of just 31 and an average household size of 3.09, this is a young, family-centered community that will define American consumer culture for the next generation. By 2060, they are projected to reach 111 million, accounting for 28% of all Americans. This is not a future opportunity. It's a present one.
Economic Power
A Force That Can't Be Ignored
Hispanic households make up 14.7% of U.S. households yet account for 15% of all CPG dollars spent — and drive 23% of total dollar growth at an index of 157. Their discretionary spending hit $270 billion in 2025, up 20% year over year. In the West, Hispanic households control 21 cents of every non-essential dollar spent. In Miami, that number climbs to 59%.
"If U.S. Latinos were a standalone economy, they would be the 7th largest GDP in the world — ahead of Italy, Brazil, and Canada."— UCLA Latino Policy & Politics Institute
Identity & Culture
Not One Community. Many.
Three-quarters of U.S. Hispanics identify as bi-cultural — proudly holding both their heritage and their American identity at the same time. But don't mistake unity for uniformity. Country of origin, generation, language preference, and acculturation level all shape how this community thinks, buys, and connects with brands. Real resonance requires real understanding.
| Generation | Language preference at home | |
|---|---|---|
| First Gen | Mostly or only Spanish | |
| Second Gen | Mix — skews English | |
| Third Gen+ | Mostly or only English |
Country of Origin
Even among English-dominant Hispanics, nearly 1 in 3 remain loyal to brands that make an effort to advertise in Spanish — seeing it as a signal of cultural respect, not a language barrier.
Shopping Behavior
They Shop with Emotion, Not Passivity
Hispanic consumers are 47% more likely to be "Impressionable Buyers" — shoppers driven by cultural trends, celebrity endorsements, and social influence. They shop with remarkable frequency: 366 occasions per buyer per year. Warehouse clubs are their fastest-growing channel at +19.5%, and online spend is climbing to 30% of their total — with 65% of all dollars coming from Gen Z and Millennials.
Impressionable Buyers — driven by celebrity partnerships, cultural relevance, and peer influence — are the dominant shopping archetype among U.S. Hispanics. Authentic brand storytelling isn't optional. It's the strategy.
What They Value
Values That Drive Purchase Decisions
You can't market to a community you don't understand. Hispanic consumers are guided by a distinct set of values that diverge meaningfully from the total U.S. average — and those values show up directly in their buying decisions. Brands that speak to these values earn loyalty. Brands that ignore them lose relevance.
Family First
Protecting the family is the #1 financial driver. Products and messaging that speak to family wellbeing hit harder here than anywhere else.
Ambition & Hard Work
Hispanics significantly outindex the U.S. average on ambition as a core personal value. This is an aspirational community — and brands that reflect that earn attention.
Economic Optimism
75% are confident their financial situation will improve in the next 12 months, compared to 60% of total U.S. adults. They are leaning forward.
Sustainability
30% fall into the "Next-Level Greens" category — 38% more eco-conscious than the average American. Green claims carry real purchase power here.
Value-Driven
"Good value" is the most believable brand claim at 77%, above the 72% non-Hispanic benchmark. Quality matters — but value seals the deal.
Cultural Authenticity
56% will stop buying from brands that pull back on DEI — at a 118 index versus total U.S. They vote with their wallets on representation.
Reaching Them
How to Earn Their Attention
Hispanic consumers are mobile-first, largely cordless, and deeply influenced by cultural representation in media. They respond to brands that speak their language — literally and culturally. Spanish-language advertising drives loyalty even among English-dominant Hispanics. Authenticity isn't a nice-to-have. It's the price of entry.
Ready to build a strategy grounded
in real intelligence?
Matiz Intelligence helps brands move past surface-level outreach and into authentic, data-driven Hispanic marketing. Let's build something that actually works.
Book a ConsultationData sources: NielsenIQ — The Power of Presence: Understanding the U.S. Hispanic Consumer (September 2025); MRI-Simmons — State of the Hispanic American Consumer (2025); UCLA Latino Policy & Politics Institute. All statistics are cited from third-party research and reflect the most current publicly available data.