At Tribe Global’s 2025 Business Summit in Lisbon this month, our member agency,  Hispanic Group , gave an interesting deep-dive into the Hispanic community in the USA and how their expertise in effective segmentations ensures that consumers embrace products in their own language and customs.

The power of language identity

Language isn't just a way to communicate, it's a powerful expression of who we are. For millions of Hispanics in the United States and around the world, speaking Spanish isn't just about words - it's about heritage, connection and pride. Whether it's the lullabies sung by their “abuelitas”, conversations around the dinner table, or vibrant storytelling traditions passed down through generations, Spanish holds deep emotional and cultural value.

At the same time, English plays a central role in education, business and everyday life. Many Hispanics navigate both languages with fluency, embracing a bilingual identity that reflects their unique position at the intersection of cultures. This dual language ability isn't a struggle, it's a superpower. It allows people to bridge communities, tell richer stories and see the world through different lenses.

The Hispanic population in the US

According to statistics identified by Hispanic Group, the US has 50 million Hispanics spread across 23 states, making up 16% of the total population. In the state of California, especially in Los Angeles, 1 in 2 babies are Hispanic. The Hispanic community is generally younger than the non-Hispanic community. 1 in 4 are under the age of 17. The youth index is 63%, meaning that 63% are under the age of 35. These statistics are only going to increase.

By 2050, the Hispanic population is expected to make up a whopping 30% of the US population. The US population is expected to grow by 18% over the next 25 years, while the Hispanic community is expected to grow by 167%. By 2050, 1 in 3 people in the US will be Hispanic, so you may be wondering how the Hispanic community can grow so fast? More than 1 million Hispanics are born each year; that's 177 Hispanics every hour!

What do Hispanic consumers buy?

The Hispanic population are known for their reliability. Talk to them today and make them brand-loyal for life.

According to statistics, these numbers highlight key shopping habits of Hispanic consumers compared to non-Hispanic consumers: 

• Energy/Rehydration Drinks: Hispanic consumers buy 9 times more than non-Hispanic consumers;
• Imported Beer: Hispanic consumers buy 9 times more than non-Hispanic consumers;
• Dental Rinse: Hispanic consumers buy 9 times more than non-Hispanic consumers;
• Hair Gel & Lotion: Hispanic consumers buy 3.6 times more than non-Hispanic consumers;
• Men's Cologne: Hispanic consumers buy 3.6 times more than non-Hispanic consumers;
• Infant Cereal: Hispanic consumers buy 2.8 times more than non-Hispanic consumers. 

Hispanics are not only super buyers; they are also super fans. Where’s the best place to find sports fans? ESPN is the most watched sports network, and 50% of the sports viewing time is in the Spanish language. ESPN Deportes is the most watched Spanish language sports network among Hispanics. Connect your brand with Hispanic fans.

How can we help you with Hispanic Marketing?

These insights are from our expert member agency, Hispanic Group, who serve as a cultural link to the evolving US Hispanic market. If you want to achieve success in the US Hispanic Market or want to expand into Latin America, contact the team at Hispanic Group or find out more about them via their  website .