Xin Ou
Research expert covering Greater China
U.S. Hispanics: shopping behavior - statistics & facts
There are over 60 million Hispanics living in the United States, accounting for roughly 20 percent of the U.S. population. In terms of geographical distribution, there is a high concentration of Hispanic Americans living in Southern states, such as New Mexico, California, and Texas, but also New York is a popular living destination. Over the next four decades, this demographic is expected to grow steadily, reaching close to 100 million people by 2060.
However, size alone does not make this population a popular target audience in the world of business. With a buying power of over two trillion U.S. dollars, Hispanic Americans contribute significantly to the U.S. economy.
In the world of fashion, the Swedish clothing brand H&M was more popular among U.S. Hispanic Americans than the general U.S. population in 2023. Even more of a difference between U.S. Hispanics and non-Hispanic consumers could be found in the case of the sports and athleisure brand, lululemon.
U.S. Hispanic vs. non-Hispanic consumers
One example to show just how much consumer behavior can differ among groups is the avocado. Home to Central America, this fruit is frequently enjoyed by over 90 percent of Hispanic consumers in the United States, while only two-thirds of non-Hispanic consumers purchased avocados in 2023. A similar discrepancy can be noted when it comes to quick service restaurants (QSR). In 2023, Hispanic Americans were more likely to eat at fast food restaurants than their non-Hispanic counterparts. In a survey, almost 60 percent of U.S. Hispanics indicated eating weekly or monthly at a quick service restaurant, while only roughly half of non-Hispanic respondents did.In the world of fashion, the Swedish clothing brand H&M was more popular among U.S. Hispanic Americans than the general U.S. population in 2023. Even more of a difference between U.S. Hispanics and non-Hispanic consumers could be found in the case of the sports and athleisure brand, lululemon.
U.S. Hispanics: targeting a key audience
When looking at Hispanics in the United States as a separate consumer group, language becomes an important factor to take into consideration. Nearly three in four Hispanic TV viewers in the U.S. watched Spanish-language content at least occasionally in 2023. Numbers for Spanish-dominant Hispanics were even higher. It comes as no surprise that some companies direct their advertisement efforts specifically at Hispanic audiences. Two of the leading beauty and personal care companies to target U.S. Hispanics in 2023 were Aesop and Gillette, investing over 80 million and 40 million dollars in digital advertisement, respectively.
