As the United States continues to diversify in terms of racial composition, no group is growing more aggressively than the Hispanic population. They now number 45 million, and account for 15% of the US population. That also makes them the nation’s largest minority. So what is my point? The time is coming when mainstream marketers will have to deal with how to reach out to this rapidly expanding demographic. Many niche marketers have already tapped into the potential of this group, but other larger, national companies have yet to develop strategies to speak to Hispanics about their brand(s) in a compelling and relevant way.

If you need more evidence, note that Wal-Mart recently opened a Supermercado de Wal-Mart in Phoenix, following a successful launch in Houston last April. Hispanics control more than $1 trillion in buying power, are frequent grocery shoppers, and tend to be more brand loyal than their white counterparts.

They also have a long cultural tradition of dietary supplement use and natural healing practices. So get to know the Hispanic market. They might represent your next big marketing opportunity.

Tags: Demographics, Hispanic Population

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