According to the 2010 Census Bureau, Hispanics now account for 1 in every 6 Americans. They hold about 10% of the buying power, and are predicted to grow increasingly affluent. Research shows they are more aware of in-store promotions and less influenced by advertising and product placements. Historically, they’ve been very brand loyal. This trend bears monitoring or studying. First instinct may be to make all packaging bilingual and develop products that traditionally appeal to Hispanics. However, as Hispanics assimilate into the culture, the second generations and beyond may be likely to lack, and even avoid the preferences of their parents.
Csnews.com, 3/28/2011
