7 Notable Numbers on the Increase in U.S. Hispanic Buying Power

A new report from Nielsen spotlights the growth of the U.S. Hispanic market and reveals significant and continuing increases in Hispanic buying power.

Nielsen, a global information and measurement company, recently released a report titled “From the Ballot Box to the Grocery Store: A 2016 Perspective on Growing Hispanic Influence in America”.

The report examines the latest trends in Hispanic demographics, consumption and media behaviors, and also includes a close look at the Latino electorate.

The report notes the increasing importance and emphasis on the U.S. Hispanic audience, stating:

“As the U.S. non-Hispanic white population declines, a key advantage for the U.S. in the global marketplace is the growth of the relatively youthful U.S. Hispanic market, which is likely to become a primary driver of the workforce and of consumer buying power.”

The report also defines a new niche audience of significance to business and marketers: “ambicultural Hispanics”. Here’s how they describe this audience:

“‘Ambicultural’ Hispanics, who make up an increasing portion of the total Hispanic population and who consider themselves both entirely American and entirely Latino, are culturally invested, digitally connected, dual-language competent and infused with an immigrant mind-set of patriotism, innovation and entrepreneurial self-reliance.”

Those are just a couple interesting excerpts from the report. There’s a lot more great information here and we highly recommend you check out the full report (it’s available from Nielsen here as a free download).

In the meantime, here are some notable numbers from the report that popped out to us…

Seven Stats on Hispanic Buying Power from the New Nielsen Report

  1. U.S. Hispanic buying power reached $1.3 trillion in 2015 (a number that Nielsen notes is “larger than the GDP of Australia or Spain”)
  1. That’s an increase of 5.7% in U.S. Hispanic buying power over 2014
  1. Hispanic buying power accounts for almost 10% of all U.S. buying power
  1. From 2000 to 2015, U.S. Hispanic buying power increased by 167%
  1. Between 2009 and 2014, the average household income for U.S. Hispanics increased from $40,946 to $42,396
  1. Between 2000 and 2014, the number of U.S. Hispanics with a household income over $50,000 increased by 13%
  1. By 2020, U.S. Hispanic buying power is expected to reach $1.7 trillion

We’ll have more coverage of this report in the near future. So stay tuned!