40 • May | June 2026 • abasto.com Latino Snacks: Authentic Flavors Winning the Aisle T he U.S. sweets and snacks ca- tegories are undergoing a me- aningful shift that presents compelling business opportunities for Latino entrepreneurs. According to PDG Insights, more than 60% of general market cookies, snacks, and candy consumers and 86% of Latino category consumers are increasingly embracing Latin American cuisine, not only in meals but also across indulgent categories. Flavors once considered niche, such as tamarind, dulce de leche, guava, and chililime, have become virtually mainstream. This convergence of tastes is driven by more than curiosity. Latino flavors bring authenticity and bold sensory experiences that resonate across cul- tures. For Latinoowned brands, this creates a unique competitive advan- tage: the ability to deliver culturally rooted products that feel credible and meaningful to Latino shoppers while remaining exciting and accessible to the broader market. Sweet and healthy At the same time, today’s consumers are rethinking what “treating” looks like. Indulgence still matters, but it increasingly comes with expectations around cleaner ingredient labels. Ar- tificial colors, flavors, and sweeteners are losing favor, while simpler formu- lations made with real fruit, natural sugars, and plantbased ingredients are becoming table stakes. This shift opens the door for entrepreneurs to modernize traditional recipes wi- thout compromising flavor or emo- tional connection. Sustainability and ethically sourced ingredients are also gaining impor- tance. PDG Insights shows that 48% BY DIANA LEZA DIANA@PDGINSIGHTS.COM of general market category consu- mers say some type of “good for the world” claim matters to them, with even greater importance among La- tino consumers. Products that align taste with purpose allow shoppers to indulge while feeling confident about where their money goes. Health and wellness priorities fur- ther expand opportunity. Consumers are paying closer attention to sugar content, portion sizes, and perceived functionality. Interest is growing in sweets and snacks offering reduced sugar, added protein or fiber, and functional benefits linked to energy, mood, or beauty. Importantly, “be- tterforyou” does not mean boring. Products that successfully balance indulgence with wellness outperform those that prioritize one at the expen- se of the other. Latin opportunity • ADVICE For Latino entrepreneurs, the opportunity sits at the intersection of culture, flavor, and modern we- llness. Brands that honor Latino heritage while adapting to today’s expectations can appeal to mul- tiple audiences and win at shelf. Retail partnerships and private label opportunities should not be overlooked: private brands conti- nue to outpace national brands, and more than 40% of consumers purchased private label cookies, snacks, or candies in 2025. As Latino flavors continue to shape the mainstream, Latinoow- ned sweets and snacks brands are positioned not just to participate, but to lead the category’s next pha- se of growth.