With 46 million Hispanics in the US, spending power of nearly a trillion dollars, and population growing at an above average rate, Hispanics are said to have an increasingly powerful influence on the American consumer economy.

The report predicts that Hispanics will account for 30 percent of the entire US population by 2030, so understanding cultural factors that differentiate Hispanics from non-Hispanics will become even more important, with children playing a particularly significant role.

Kids affect brand choice

Packaged Facts cited a Simmons National Consumer Survey which found that amongst Hispanics, 31 percent of men and 32 percent of women claim that their kids have a “significant impact on the brands they buy” compared to 18 percent of non-Hispanic men and 25 percent of non-Hispanic women.

In addition, a survey of 1,000 Hispanic adults found that they are more likely than non-Hispanics to find it difficult to say no to their children – at over 40 percent, compared to around a third for non-Hispanics.

In terms of advertising, it said: “Both men and women in the Latino community are much less likely to believe that advertising to kids is wrong. They also are much more likely to see a positive side to advertising as it relates to their children.”

Product placement is also a good way of attracting this demographic, according to the report.

“Latinas in the 18 to 29 year old age group are especially likely to say they remember brand-name products used in their favorite TV shows,” the authors write.

Big cosmetics consumers

The report also noted that in comparison to non Hispanic men, Hispanic men are more likely to use after shave, hair conditioners, hair spray and hair styling products as well as moisturizers and facial cleansing products.

Hispanic women on the other hand are bigger consumers of a wider range of make-up products, including eye shadow, eye liner, foundation, lipstick and mascara.