What you need to know

Hispanic moms represent a significant opportunity as they number nearly 8 million, are relatively young and manage larger households. COVID-19 significantly disrupted Hispanic moms’ lives, yet it also empowered them to rise to the occasion. They are proactively protecting their families by stepping up their cleaning efforts in the home and increasing their focus on value. Marketers aiming to reach Hispanic moms need to consider topics around their identity as mothers, high expectations for their children, wanting a sense of control over their children’s online activities, desire for prevention (ie putting “guardrails” in place for their children), the importance of education and hope for the future.

Key issues covered in this Report

  • The impact of COVID-19 on Hispanic moms and marketing to them

  • How the COVID-19 recession will affect Hispanic households

  • Hispanic moms’ views on education and empowering their children

  • How Hispanic moms plan to continue to help their children into adulthood

Consumer research was fielded in May 2020 and reflects Hispanic moms’ attitudes and behaviors during the COVID-19 pandemic as restrictions on movement began to ease and businesses began to reopen.


For the purposes of this Report, Mintel defines Hispanic moms as female internet users aged 18+ who are parents/guardians to a least one child under the age of 18 in the household. Where applicable, data in this Report is compared to all US moms and in some cases to the Hispanic population as a whole.


This Report provides insights to marketers about Hispanic moms’ current mindset and what matters to them, including: Hispanic moms’ perspectives about motherhood, their motherhood experience and influence of social media, key topics they have or want to discuss with their children, goals for their children when they become adults and attitudes toward their children’s future.

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

COVID-19: US context

The first COVID-19 case was confirmed in the US in January 2020. On March 11, the World Health Organization declared COVID-19 a global health pandemic, and on March 13, President Trump declared a national emergency in the US.

Across the US, state-level stay-at-home orders rolled out throughout the months of March and April, remaining in place through May and in some cases June. During this time, referred to as lockdown, non-essential businesses and school districts across the nation closed or shifted to remote operations.

During re-emergence, all 50 states have relaxed stay-at-home orders and allowed businesses to operate with varying levels of social distancing measures in place. The continued spread of COVID-19 infections has driven some states to slow down or reverse course on reopening plans. Mintel anticipates the US will remain in a state of flux through 2021, until a vaccine is available.

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