Recent data showed that Hispanic buying power represents a significant share of the United States market, with the dollar amount expected to grow by 0.7 trillion between 2010 and 2017. Hispanic consumers spent about 1.3 billion dollars in the United States in 2018.
The market size of Hispanic foods and beverages in the United States is on the rise. Some of the grocery departments which are especially popular among Hispanic consumers are the dry grocery department, pet care, and the produce department. Hispanic shoppers are also more likely to purchase organic groceries than the typical U.S. shopper, a share which has been increasing over the last few years.
A 2017 survey found that 72 percent of Hispanic consumers enjoy grocery shopping, compared to 61 percent of non-Hispanic shoppers. In addition, Hispanic shoppers tend to take more grocery shopping trips per month than the average consumer, especially if they have children. There is a distinct difference in the shopping behavior of the general Hispanic population and Hispanic shoppers who prefer speaking Spanish. Hispanic shoppers who prefer Spanish generally shop more often at dollar stores, drug stores, and discount grocers; and less frequently at regular grocery stores, natural/organic stores, and farmers markets compared to Hispanics in general.