Demographics

•  25% of all babies born in the U.S. have a Hispanic mother.
•  16.4% of breadwinning mothers were Hispanic women in 2017.
•  41% of Hispanic mothers are breadwinners.
•  65% of Hispanic families have children compared to 57% for non-Hispanic families.
•  26% of Hispanic mums are raising their children alone.
• Hispanics are more likely to have children under 6 than other ethnic groups.
• Hispanics tend to spend 15% more on baby products name brands than the total market, and an additional 10% on private labels.

Purchase Patterns

• Hispanic mothers tend to buy more baby products than mothers from other ethnic groups, and 46% of them prefer to buy organic baby food.
• Hispanics tend to eat more organic products than the rest of the U.S. with 41% of them making that choice.
• Hispanic mothers tend to have a strong brand loyalty. 

Location

• The top 5 counties with the largest Hispanic populations are Los Angeles (49% of the population), Harris County (43%) in Texas, Miami-Dade (69%), Maricopa (31%) in Arizona and Cook (26%) in Illinois.
• However, the states with the fastest Hispanic population growth are North Dakota (+135% between 2008 and 2018), South Dakota, the District of Colombia and Montana.
• The buying power of Hispanics in the US is concentrated in California (26% and $359 billion), Texas (269$), Florida ($144 billion) and New York ($101 billion).

Behavior

•  86% of purchasing decisions in Hispanic households are made by mothers.
• Hispanic mothers tend to think first of their family before themselves when making purchasing decisions.
• Hispanic women are now more connected to social media, 42% of them spending an average of 4 hours a day on social media.