Is the Hispanic Market the Future of Retail?
Each year, Hispanic Heritage Month provides a moment to reflect on the cultural contributions of Hispanic communities across the United States. But beyond tradition, celebration, and identity, this month is also a reminder of the critical role Hispanic consumers play in shaping the U.S. economy — and particularly the retail marketplace.
The Hispanic market is not just growing; it is redefining the future of American retail. In the next few years, Hispanics will represent one out of every five people in the U.S., and by 2031 they will account for 80% of total population growth. Their buying power now exceeds the size of Canada’s entire economy, and Hispanic-owned businesses generate more than $500 billion in annual revenue each year. Household incomes are also rising steadily, with the share of Hispanic families earning $200,000 or more rising 2.5% in the last year. And according to McKinsey, Hispanic consumers already account for nearly one out of every five dollars spent in the U.S. economy today — a number that will only continue to grow.
Shopping behaviors within this community also provide a glimpse into where the marketplace is heading. Hispanic consumers are value-driven yet digitally savvy, embracing mobile apps, coupons, and loyalty programs at higher rates than many other groups. They index significantly higher for coupon usage and lead the adoption of digital couponing methods such as QR codes and text messages. They’re also more likely to use smartphones for shopping and streaming, reinforcing the need for mobile-first marketing strategies. At the same time, Hispanic shoppers show strong engagement with in-store retail, particularly in categories like apparel, home goods, and grocery — creating an omnichannel consumer profile that brands must take seriously.
At Claritas, we’ve seen firsthand how Hispanic audiences are reshaping market opportunities. Our Probando Tu Idea (Testing Your Idea) program was designed precisely for companies looking to test new product concepts (popular in their home countries within Mexico, Central and South America) with U.S. Hispanic consumers before a major launch. Through custom research, we help brands understand everything from category potential to consumer sentiment, ensuring that ideas resonate with the right audiences and are positioned for success from the start. Learn more about Probando Tu Idea here.
To further support brands navigating this landscape, we’re proud to announce that the 2025 Hispanic Market Report is now live. This comprehensive report explores the cultural and economic power of Hispanic consumers, from demographic growth and income trends to shopping behaviors, technology usage, and media habits. It provides the data and insights businesses need to engage Hispanic audiences authentically and effectively. Check out the full report here.
And the momentum doesn’t stop with Hispanic Heritage Month. Looking ahead to 2026, when the FIFA World Cup comes to North America for the first time in more than 30 years, even more Hispanic eyes will be on digital screens. Telemundo will provide the most expansive Spanish-language coverage in U.S. history, broadcasting all 104 matches live, with 27 million U.S. Hispanics expected to tune in. Hispanic fans are also uniquely brand-loyal in this context — showing 70% loyalty to brands that invest in the World Cup, a lift of 34% over the general market. For marketers, this represents a once-in-a-generation opportunity. Hispanic consumers are already among the most digitally engaged audiences, but events like the World Cup amplify that engagement, creating powerful touchpoints for advertisers to connect authentically with a deeply invested community.
Looking ahead, retailers who embrace innovation will stand out. That’s why Claritas has developed the Claritas AIO platform, which can be leveraged to help brands identify, reach, and engage Hispanic audiences with precision. By combining our proprietary identity graph with advanced analytics, we can ensure your campaigns are targeted with cultural relevance across channels. And with our attribution solutions, we measure which campaigns perform best, providing real-time insights that improve ROI and help your budget work smarter, not harder.
As we celebrate Hispanic Heritage Month, one truth is undeniable: the Hispanic market is the new mainstream. Brands that invest in understanding this community — through research, cultural insight, and smarter targeting — will not only honor the richness of Hispanic heritage but also secure their place in the future of retail.
