The Hispanic consumer market continues to be the fastest growing consumer in the U.S. today. In fact, the U.S. Hispanic population is the 5th largest Spanish-speaking population in the world behind Mexico, Spain, Colombia and Argentina. The U.S. Hispanic population in 2000 is an impressive 31,456,349 or 11.8% of the total U.S. population. The Hispanic population is growing at an annual growth rate of 3.5% vs. 0.5% for non-Hispanic whites. Overall, the Hispanic population grew by 17% between 1990 and 2000, in comparison to only 8.2% for the U.S. total. By the year 2005 the Hispanic segment will be the largest ethnic segment in America, and by the year 2010, one out of every four consumers is expected to be of Hispanic descent, totaling over 44 million!

While Hispanic America continues to grow in traditional Hispanic regions such as California, Texas and Florida, Hispanic communities are developing and growing at record-breaking pace in other nontraditional states such as Arkansas, Oregon, Nevada and South Carolina. The new growth of Hispanic America is changing the face, look and sound of this country. Marketers who want to take full advantage of the Hispanic opportunity not only need to know where this market resides today, but where it will reside tomorrow!

A few key facts tell the story: 15.4% of today's toddlers (0-4) are Hispanic, 35% of Hispanics are under 18 years of age, and more than half (51%) of all Hispanics are between the ages of 18-49. Most Hispanics are in their prime acquisition years: getting married, buying their first home, having kids, and opening their own businesses.

Hispanic households, on average, have 3+ children per family vs. 1.5 for non-Hispanic households. And 33%, or one of three Hispanic households, have 5+ persons! The average household size is 3.6 vs. 2.6 for the general market. Extended families exist in 11% of Hispanic households vs. less than 5% for non-Hispanic households. This means more consumers per household. And, this is music to the ears of retailers, grocers, packaged goods and food marketers.

Yet, today's (and tomorrow's) Hispanics are different. Today, Hispanics enjoy higher educational levels, increased access to capital/credit, deeper skill sets and more access to technology than ever before. This makes the new generation of Hispanic Americans an economically powerful consumer segment. The U.S. Hispanic buying power exceeds $400 billion.

The Hispanic population's growth combined with the recognition of its economic viability by Corporate America have made this segment the brightest opportunity for marketers in years. Hispanics, with large families, young children and grandparents to shop for, are influenced by messages in Spanish and those that appeal to their pride in their Hispanic heritage. Today's marketers must realize that today's Hispanics are living a different reality than Hispanics from previous generations. They have higher levels of educational attainment, are more affluent, elusively consume a variety of different media and are choosing to acculturate and not assimilate. Marketers who realize this will have a decided advantage over their competitors in establishing a mutually beneficial relationship with Hispanics in the new America.

For more information, contact Alex Lopez Negrete, 713-877-8777, alex@lopeznegrete.com.