Hispanic Market Research

Comprising nearly 20% of the population and growing, digitally savvy Hispanic consumers are influential in the U.S. market.  

Hispanic consumers are a thriving and influential force in the U.S. economy. According to 2025 research from Arizona State University, between 2015 and 2023, the U.S. Latino GDP grew twice as fast as the rest of the nation. Latino income reached $3.1 trillion, and purchasing power accelerated to $4.1 trillion. 

Comprising nearly 20% of the population, these super consumers are, on average, younger than their majority counterparts, spend more on retail and travel, and over-index on technology use. Between 2020 and 2030, Latinos accounted for 78% of all new workers and are projected to represent 22.4% of the U.S. labor force by 2030.

Hispanic market research shows the demographic generally values collectivism, which means they are more likely to make purchasing decisions based on input from family and friends. When describing their identity, Hispanics are heavily influenced by their culture and tradition. Brands looking to expand their consumer base can benefit from Hispanic market research to understand the unique needs and preferences of Hispanic consumers through custom market research.

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