The world’s biggest consumer goods companies are applying lessons from Latin America to their sales strategies in the US, as they try to woo the country’s 53m Hispanic consumers, whose spending power now tops $1tn.
Products ranging from Clorox bleach to Kimberly-Clark’s Huggies nappies and Nestlé hot chocolate are now being tailored to Hispanic tastes using knowledge the companies have gleaned in Mexico and elsewhere.
Hispanic people are the US’s largest ethnic minority, accounting for 17 per cent of the population, according to the Census Bureau. They are expected to reach 31 per cent – or 129m people – by 2060.
Until recently, many companies had sold generic products to US Hispanics without doing anything specific to cultivate them. READ MORE
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