82 January | February 2026 abasto.com Top Categories for Latinos Private label is strong across all store de- partments, but U.S. Latinos over-index in baby care and international/ethnic foods, alongside staples like bakery, dairy, can- ned goods, and frozen foods. This reflects the importance of cultural relevance offering flavors, ingredients, and formats that resonate with Latino households. In part, because private label has become so strongly embedded in the average Latinos weekly shopping cart, retailers are begin- ning to move beyond foundational pri- vate label and invest in focused offerings targeting Latino consumers and everyday shoppers that enjoy Latino cuisine. A best-in-class example, H-E-B is redefining innovation in this space, with their Mi Tienda line, featuring authentic Mexican products such as tortillas, pan dulce, and chicharrnes. These strategies build loyal- ty and differentiate the retailer. Innovation Drives Loyalty Nine in ten Latino consumers say innova- tion in private label is important, especia- lly among younger families and higher-in- come households. Retailers introducing new flavors, convenient formats, and socially responsible messaging can turn private label into a loyalty engine. Krogers recent launch of 900 new private label items featuring bold flavors and unique ingredients is a prime example of how in- novation can keep shoppers engaged. For U.S. Latinos, private label assort- ment impacts where they shop, with 81% say unique private label offerings influen- ce their choice of retailer, making store brands a critical differentiator in a com- petitive market. That store visit serves as a critical mechanism for driving awareness of a retailers private label offering with in-store signage and product packaging as the top ways that Latino consumers learn about new private label. However, they are significantly more likely then Gen Pop consumers to rely on social media, circu- lars, and word of mouth as well, which provides alternative channels to drive awareness. The Bottom Line U.S. Latino consumers are driving private label growth. Retailers that combine value, quality, innovation, and cultural relevance will capture market share and build lasting loyalty. In an economy where price pressure is high, private label serves as a clear path for differentia- tion and a strategy for growth and long-term success. Beyond Price: What Latinos Expect Latino shoppers expect far more than just low pri- ces when it comes to private label products. While affordability is important, quality and values mat- ter just as much. High product quality tops the list, with 94% of Latino consumers saying its critical to their decision-making. Close behind is ingre- dient transparency, cited by 91% of shoppers who want to know exactly whats in the products they buy. Flavor innovation is another priority86% of Latinos look for unique and exciting tastes that reflect their culinary preferences and cultural he- ritage. Sustainability also plays a role, with strong interest in locally sourced and environmentally responsible ingredients, and a similar percentage seeking natural and organic options. These expec- tations show that innovation and social respon- sibility are no longer nice-to-have features theyve become baseline requirements for private label success among Latino consumers. FOOD INDUSTRY Continuation of page 80