Celebrating Hispanic Heritage Month: Trusted Brands, Loyal Families, and a Powerful Market
From September 15 to October 15, we honor the culture, contributions, and community of Hispanic Americans — and the brands that have earned a lasting place in their homes.
Hispanic Heritage Month is a time to celebrate heritage, tradition, and the everyday moments that connect families. For retailers, it's also a meaningful opportunity to recognize the brands Hispanic households have trusted for generations — and the remarkable economic strength of the community behind them.
Brands with heritage and history
Some brands aren't newcomers to the shelf — they're part of the family. Names like Tío Nacho, Pomada de la Campana, Cicatricure, Tukol, and Suero Oral (now SueroX Oral) are staples that Hispanic families have passed down through generations. These are the products customers grew up with, learned from their parents and grandparents, and continue to reach for today. That deep-rooted trust is something no new brand can replicate overnight — and it's exactly why these products earn their place in the cart, time and again.
A community with extraordinary economic power
The Hispanic market isn't just culturally significant — it's an economic force. According to the Selig Center for Economic Growth at the University of Georgia, U.S. Hispanic buying power has surged from $213 billion in 1990 to $2.1 trillion in 2021, and is projected to surpass $2.8 trillion by 2026 — growing faster than the overall U.S. consumer market.
Zoom out further and the picture is even more striking: the broader U.S. Latino economy (total economic output) has been measured at more than $3.6 trillion by the Latino Donor Collaborative's U.S. Latino GDP Report — large enough that, if U.S. Latinos were their own country, it would rank among the largest economies in the world.
What it means for your business
For retailers and distributors, the takeaway is clear: serving the Hispanic community well is one of the most reliable growth opportunities in the market today. Stocking the heritage brands these consumers know, trust, and ask for by name is a simple, proven way to connect with a loyal and rapidly growing customer base. This Hispanic Heritage Month, celebrate the season by featuring the favorites that have been part of Hispanic families for generations — and give your shoppers every reason to choose your shelves.
Sources: Selig Center for Economic Growth, University of Georgia (Multicultural Economy Report) — U.S. Hispanic buying power of $2.1 trillion in 2021, projected to exceed $2.8 trillion by 2026. Latino Donor Collaborative, U.S. Latino GDP Report — U.S. Latino GDP measured at more than $3.6 trillion.
