Myths and realities of the U.S. Hispanic consumer

Myths and realities about economic groups

Myth

"Hispanic immigrants to the U.S. cannot afford our products, they are from lower socio-economic groups."

Reality

Hispanic immigrants quickly rise up to middle class status in the U.S.

Myth

"Hispanics in the U.S. only buy cheap products."

Reality

Hispanics buy branded products because they can depend on them. Purchases are value transactions.

Myths and realities about brands

Myth

"Hispanics prefer U.S. Brands."

Reality

Well managed preferred country-of-origin brands maintain their status over U.S. brands.

Myth

"Hispanic consumers mostly frequent Hispanic retailers."

Reality

Most purchases for pharmacy and health & beauty products are made at large national retail stores.

Myths and realities about promoting brands

Myth

"If my brand has heritage, all I have to do is sell it to distributors."

Reality

Most distributors do not manage or promote brands, they sell products.

Myth

If my brand sells well in Mexico, it will definitely sell well to U.S. Hispanic consumers.

Reality

While there might be tremendous brand recognition, the HIspanic consumer has evolved while in the U.S. There is a need to properly communicate to the evolving consumer mindset.