What you need to know

In the US there are almost 8 million Hispanic moms with children under the age of 18 in the household. Product of this impressive number, Hispanic women are more likely than the average US woman to be a mom. The fact that one in four babies born in 2016 were of Hispanic origin highlights the importance of understanding Hispanic moms. Not only will they shape their children, who will represent a significant share in upcoming generations, but they are gatekeepers of their homes right now, filtering brands wanting to get in.

Definition

In the Mintel consumer data referenced, moms are defined as female internet users aged 18+ who are parent/guardian to at least one child under the age of 18 in the household. Moms are defined differently in market data derived from the US Census Bureau (typically women aged 15-50 who have given birth).

Readers of this Report may also be interested in previous Reports of the same title from 2015-17, as well as related titles including Marketing to Moms – US, October 2018, Marketing to Black Moms – US, November 2018 and other titles of Mintel’s Multicultural library.

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