80 January | February 2026 abasto.com BY DIANA LEZA [email protected] P rivate label brands have become a dri- ver of revenue and profitability grow- th for retailers in the US over the last few decades, and Latino consumers are a criti- cal part of that equation. According to the latest PDG Insights US Diverse Consumer Pulse Study, 95% of U.S. Latino shoppers purchased private label products in at least one category in the past three months, sli- ghtly higher than the general population (93%). We saw similar penetration one year ago, reinforcing that this is a long- term strategic opportunity for retailers and brands serving Latino communities. Not only are almost all Latino households buying private label products, but they are buying private label across categories. On average, Latino consumers say they have bought private label in at over six catego- ries in the past three months. Latinos Are Embracing Private Label Price is a major factor in private label pur- chasing, but its not the whole story. In fact, 44% of Latino consumers say that they view private label and national brands as interchangeable. Focusing on specific motivations, Among English-dominant Latinos, half say saving money compared to national brands is the top motivator to buy. Spanish-dominant Latino consumers say promotions or discounts is a major rea- son (54%.) Retailer trust, product category, and even recommendations and reviews also influence private label preference. Private Label and U.S. Latino Consumers A Growing Opportunity for Retailers The shift toward private label is also acce- lerating. Nearly 40% of U.S. Latinos say they buy more private label products now than a year ago, and 24% plan to replace more na- tional brands with private label next year. This growth is driven by: Rising prices of national brands. Promotions and discounts on private label. Positive experiences with existing store brands and products. Retailers that invest in quality and com- municate value will win with this audience. Continues on page 82 FOOD INDUSTRY