Hispanic Consumers Don't Just Buy Products — They Build Relationships With Brands
Genomma Lab B2B Blog · May 2025 · 3 min read
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84% Increase in Latino food spending from 2012–2022 vs. 53% for all households (HMC, 2024)
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6% More spent per week at food stores vs. non-Hispanic consumers (HMC, 2024)
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71% Of U.S. population growth from 2022–2023 was Hispanic (Circana, 2024)
Loyalty runs deeper than price
In a market where consumers are increasingly price-sensitive, the Hispanic consumer stands apart. Research consistently shows that Hispanic buyers are driven by nostalgia, cultural identity, and heritage when making purchase decisions — they seek brands that reflect who they are, not just what they need. When a brand earns that trust, it keeps it. That means predictable reorders, strong word-of-mouth, and a customer who doesn't comparison-shop.
Cultural fit is the competitive advantage
According to Collage Group's 2024 research, the top brands among Hispanic consumers are those that prioritize Spanish speakers, support family connection, and help consumers explore their cultural roots. Generic products that don't speak to this identity consistently underperform against brands with authentic Hispanic heritage. The brands that win in this community were built for it — not adapted for it after the fact.
What this means for your shelves
For wholesale distributors, brand loyalty in the Hispanic market is your most reliable revenue driver. When customers walk in asking for Cicatricure, Tío Nacho, Goicoechea, or Suero Oral by name — that is the result of decades of earned trust. Your job is simply to have it in stock. The brands in the Genomma Lab portfolio have already done the hard work of building that relationship. All you need to do is carry them.
Sources: Collage Group, Top Brands for Hispanics, Summer 2024 · Hispanic Marketing Council, 2024 Hispanic Market Guide · Circana, Hispanic CPG Consumer Report, 2024 · Path to Purchase Institute, January 2025
