Part I: Meet the U.S. Hispanic CPG Consumer

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.