1 in every 6 shoppers is Hispanic or Latino

If you’ve noticed more Hispanic and Latino shoppers in your store recently, you’re likely not alone. U.S. Census data shows this demographic has grown by 41 percent within the last decade, to more than 50 million people, and represents one in every six residents. Yet even with this dramatic incline, experts say this market remains virtually untapped in the natural and organic space, as store owners and manufacturers grapple with the best way to reach these shoppers.

According to a report from Rockville, Md.-based market research firm Packaged Facts, Hispanics spend an average of 9 percent of their household budgets on foods prepared at home, compared to 7.5 percent for other U.S. consumer segments.

Which products and brands are Latinos and Hispanics looking for, and how can naturals retailers create the best shopping experience? Like any demographic, the viewpoints and experiences within this group are diverse, and answering these questions requires a multipronged approach. Still, there are common threads that tie Latino communities together that retailers should be aware of. “Tradition, family and community are all very important to Hispanic and Latino shoppers,” says Flor Lozano, principal of Synergia Partners, a Union City, Calif.-based research and marketing strategy firm specializing in the Latino market. “If retailers can build trust within this group, they may just have a customer for life.”