NEW YORK — Over the past decade plus, numerous studies have quantified the business opportunity represented by the burgeoning Hispanic population in the United States. Despite a recent dramatic slowdown in immigration, Latinos continue to demonstrate vibrant growth, and their steadily expanding purchasing power has made them a segment that mass market retailers and consumer packaged goods (CPG) manufacturers can ignore only at their own risk.

At present, American Hispanics number more than 52 million, or more than 16% of the country’s to- tal populace. Moreover, a recent report from Nielsen Co. titled “State of the Hispanic Consumer: The Hispanic Market Impera- tive” notes that, despite the dramatic drop in immigration, the Latino population is expected to grow 167% between 2010 and 2050, compared with a projected 42% increase for the total population and meager 1% growth among non-Hispanic whites.


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