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.
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.