The Hispanic Market Is Stronger Than You Think — And It's Driving Your Sales
Genomma Lab B2B Blog · May 2025 · 3 min read
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16% Of all U.S. CPG growth driven by Hispanic consumers (Circana, 2024)
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$4.1T Projected U.S. Latino purchasing power by 2025 (LDC, 2025)
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25%+ Of Gen Z & Gen Alpha identify as Hispanic (Circana, 2024)
Outsized impact, consistent demand
Despite economic headwinds, Hispanic consumers continue to punch well above their weight in consumer spending. According to Circana, Hispanic households make up just 14% of U.S. households but are responsible for 16% of all CPG growth — outpacing non-Hispanic consumers in both dollar and unit sales. That gap doesn't happen by accident. It reflects a consumer base that is growing, young, and deeply committed to the products and brands they trust.
Bigger households, bigger baskets
Hispanic families tend to be larger and multigenerational — which means they buy more, more often. Latinos represent 15% of all U.S. food spending, with an 84% increase from 2012 to 2022 compared to just 53% for all households, and they spend an average of 6% more per week at food stores than non-Hispanic consumers (Hispanic Marketing Council, 2024). For wholesale distributors, that translates directly to higher sell-through and more consistent reorder cycles.
The opportunity is long-term
More than 25% of Gen Z and Gen Alpha identify as Hispanic — the next generation of consumers is already here, and they are building the brand loyalties that will drive purchases for decades. The distributors who stock the right brands now are the ones who will own that relationship long-term. Genomma Lab's portfolio was built specifically for this community — and the demand is already waiting on your shelves.
Sources: Circana, Hispanic CPG Consumer Reports 2024 · Latino Donor Collaborative, 2025 U.S. Latino GDP Report · Hispanic Marketing Council, 2024 Hispanic Market Guide · Path to Purchase Institute, 2025
