84�NOVEMBER / DECEMBER 2025 ABASTO.COM +60 Keys to Connecting with a Thriving Market SELLING A HISPANIC PRODUCT IN THE U.S.: By Iván Aranaga I n a country defned by its diversity, selling a Hispa- nic product in the United States is more than a viable business strategy—it’s an opportunity to connect with a community gaining increa- sing economic infuence. With over 60 million Latinos—re- presenting 19% of the po- pulation—and a purchasing power exceeding $797 billion annually (according to data from WORTEV), the Hispanic market represents a cultural and consumer force no brand can aford to ignore. Beyond the numbers, this segment stands out for its strong emotional connection to heritage. Brands that un- derstand this identity—and translate it into products, messaging, and relatable experiences—not only sell, they build community. A CONNECTION THAT GOES BEYOND LANGUAGE Speaking the same language doesn’t automatically gua- rantee connection. What truly matters is how the product’s story is told and which values the brand conveys. From the choice of language (Spanish, English, or bilingual), to cultural nuances in messaging—everything communicates. And Hispanic consumers are quick to notice. It’s not the same to speak to a bicultural young adult in Miami as it is to reach a recently arrived immigrant mother in Texas. Tat’s why it’s crucial to segment your audience—by age, country of origin, cultural ties, or even geographic region—to f- ne-tune your tone and ofer. NOT ALL STATES ARE THE SAME California, Texas, Florida, and New York are home to large Latino populations, and in these states, Hispa- nic products already have an established presence. But in less diverse areas, the opportunity lies in spar- king cultural curiosity. Tere, the focus should be on the exotic appeal—the favor and sensory expe- rience the product delivers. Adapting your strategy by region is a smart way to optimize resources, boost re- sults, and avoid generic mes- saging that fails to connect. 797,000 MILLIONS OF DOLLARS A YEAR MILLIONS OF LATINOS LIVING IN THE U.S. 19% * WORTEV fgures PURCHASING POWER OF THE TOTAL POPULATION Continues on page 86 FOOD INDUSTRY