What you need to know

Hispanic moms are devoted to their families and their homes. Their children are at the center of their worlds and they want to please them, having their preferences in mind when deciding what to buy. They want to support their children however they can and have high expectations about their future. All of this comes at a cost as Hispanic moms are sometimes forced to make hard choices as they try to balance family and work.

Hispanic moms are open to what brands have to say in advertisements and can be reached through a variety of methods. The challenge for brands is to reach them in meaningful ways in order to create lasting impressions that can lead to stronger relationships.


This Report provides a picture of perceptions and attitudes of Hispanic moms to understand how they make purchase decisions for their families and children.

For the purposes of this Report, moms are defined as female parents or guardians of children younger than 18 living in the home. Where noted, the definition also includes children younger than 25.

This is one of many Reports that Mintel has produced on Marketing to Moms. Readers may also be interested in Mintel’s Marketing to Moms – US, September 2015, Marketing to Black Moms – US, September 2015, and Marketing to Asian Moms – US, September 2015.

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