This report offers a complete analysis of Hispanic Moms as consumers. In this report, our expert analyst explores how to market to Hispanic Moms effectively according to their needs and desires.
Hispanic Moms – A Consumer Overview
There are more than 8 million Hispanic moms in the US, meaning that one in five moms in the US are Hispanic. While following the overall trend of delaying childbirth, Hispanic women become moms nearly two years earlier than the US average. Compared to all moms, Hispanic moms are less likely to receive childcare support. It may be challenging to depend on family members or their own parents for support, as they could be residing abroad, in full-time employment, or unable to fulfill childcare responsibilities.
Marketing to Hispanic Moms – Example Opportunity
87% of Hispanic moms wish more brands would see that being a mom isn’t the only defining aspect that makes them who they are. Brands can stand out by showcasing moms’ experiences beyond motherhood. Hispanic moms see themselves in mothers portrayed in marketing materials, but do not feel that brands are portraying all parts of their lives.
For a deeper dive into this demographic, buy the full report. Alternatively, you may be interested in Mintel’s extensive library of Hispanic Consumer Research.
Report Scope and Definitions
For the purposes of this report, Mintel has used the following definitions:
Parents have kids under the age of 18 living within their household. Moms identify as female and have kids under the age of 18 living within their household.
“Hispanic” refers to anyone who has origins from a Spanish-speaking country, and “Latino” denotes individuals who have origins in a Latin American country, regardless of whether it is a Spanish-speaking country. This report covers both Hispanic and Latino consumers, and the term is used interchangeably throughout to reflect the diversity of this demographic.
Expert Analysis from a Multicultural Insights Specialist
This report, written by Stefanie Kundakjian, a leading multicultural insights analyst with a focus on Hispanic consumers, delivers commentary and analysis into the Hispanic consumer group.
Marketing to Hispanic moms goes beyond traditional parenting themes. They seek support in family management and self-care that require a nuanced approach.
Stefanie Kundakjian
Research Analyst
