Outpacing the market in spending
In 2024, Hispanic households spent 83% more than non-Hispanic households on girls’ apparel, 78% more on apparel for children under 2 and 78% more on rent, and accounted for about a quarter of all U.S. household spending in each.
With money to spend, U.S. Latino household spending shows strong demand category by category. The premiums are largest exactly where family formation shows up: apparel for young children and rent, where Hispanic households account for about a quarter of all U.S. household spending. These are averages per household, and Hispanic households are larger, younger and more likely to rent (54% versus 32%).
Food follows a more mixed pattern: total food spending was about 2% lower for Hispanic households in 2024, but they spent 26% more on beef, 25% more on poultry, 16% more on pork and 39% more on eggs. In beauty, Hispanic households are 14.4% of buyers but account for 16.6% of beauty dollars, by NielsenIQ’s count.
The guide names the industries on notice: businesses in real estate and property management must engage U.S. Latino consumers to remain competitive. For Bay Area retailers and service businesses, these premiums are the measurable difference between a marketing plan that reflects the region’s households and one that misses them.
Put this market intelligence to work.
Chamber members reach the businesses, media partners and civic leaders acting on these numbers across the Bay Area.
