What you need to know

Hispanic Millennials account for about one in five of all US Millennials and are part of most brands’ target market due to the sheer size of the group and life stage they represent. However, with six in 10 Hispanic households reporting a loss of income due to COVID-19 and almost half not anticipating a quick recovery, Hispanic Millennials will have an increased focus on value in the months to come. Their search for value is why brands need to continue marketing to Hispanic Millennials. Challenger brands have an opportunity to drive awareness and consideration, while incumbents need to protect their share as spending growth is anticipated to return along with economic recovery.

Key issues covered in this Report

  • The impact of COVID-19 on marketing to Hispanic Millennials

  • How the COVID-19 recession will affect Hispanic Millennials

  • How Hispanic Millennials define success

  • The importance of Spanish language in authenticity

This Report was written May-June 2020. Consumer research was fielded in February 2020 and reflects consumer attitudes and behaviors prior to the COVID-19 outbreak in the US.


For the purposes of this Report, Mintel has used the following definitions:

Hispanic Millennials are defined as the generation born between 1977 and 1994 who self-identify as Hispanic. Millennials are between the ages of 26 and 43 in 2020. Where applicable, data in this Report is compared to all US Millennials as well as to other generations within the Hispanic population.

In reference to US Census and Simmons data, Mintel has used the available age groups that best reflect the Millennial generation for the years of data collection.


This Report provides insights to marketers about Hispanic Millennials’ current mindset and what matters to them. It looks into Hispanic Millennials’ perspectives about success in America, perceptions of others and their life, attitudes toward their parents, and activities at family gatherings to provide guidance about what authenticity means.

Findings in this Report can be supplemented by analysis presented in Marketing to Millennials: Incl the Impact of COVID-19 – US, June 2020; Marketing to Black Millennials: Incl the Impact of COVID-19 – US, June 2020; Hispanics’ Culture and Identity – US, March 2020; and Marketing to Hispanic Millennials – US, June 2019 as well as other Reports from Mintel’s Multicultural, Lifestyles, and Culture and Identity libraries.

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