Expanding into the U.S. market is a dream for many Latin brands—not just because of its size, but because of the large Hispanic community seeking products with flavor, culture, and identity. However, bringing a brand to over 30,000 points of sale in the U.S. takes more than just translating labels or hiring an export agent.

The challenge of scaling without losing identity

Many brands attempting this leap face a tough choice: grow and adapt… or stay authentic and remain small. In reality, it’s possible to do both—with the right partner.

The essence of a Latin brand lies not only in its ingredients, but in its story, its rituals, and the emotional connection it creates with consumers. The Hispanic market in the U.S. values this deeply—but also expects professionalism, availability, and a competitive shopping experience.

A market that keeps growing

Hispanics in the U.S. represent over 19% of the total population, according to the U.S. Census Bureau—that’s more than 63 million people. Even more significant: their purchasing power exceeds $3.2 trillion (Latino Donor Collaborative, 2023), placing them ahead of countries like India or the United Kingdom in GDP.

In addition:

• 85% of Hispanic households cook traditional Latin foods at home.
• 72% of Hispanic consumers look for brands that represent their culture.
• Products with a Latin identity have seen +27% sales growth in the grocery channel over the past 3 years.

This represents a historic opportunity for Latin brands ready to win over consumers who are already waiting for them.