The slowdown in nominal per-household growth within the Hispanic market (0.8% in 2025) is not necessarily negative: it creates an opening for loyalty, closer relationships, and differentiated value propositions.

Here are strategic ideas to work on and build loyalty in the Hispanic market:

1. Cultural and Community Closeness Strategy

• “Authentically Latino” Programs: curate categories with authentic Hispanic products (bakery, sauces, beverages, natural cosmetics) with special in-store signage.
• Brand Storytelling: highlight the stories of Latino entrepreneurs and producers on labels, in-store materials, and digital campaigns.
• Community Events in Retail: tastings and celebrations of cultural dates (Día de los Muertos, Fiestas Patrias, Navidad Latina).

2. Loyalty Through Exclusive Benefits

• Hispanic Consumer Club: a points and rewards program in partner retailers featuring Latino products.
• Cross-discounts with Remittances: e.g., “Send & Save” campaign — when you send money through a partner remittance company, you receive discount coupons on daily-consumption products.
• Personalized Offers in Retailer Apps based on ethnic preferences.

3. Portfolio Innovation

• Mix of “Essential + Aspirational”:
• Essentials: rice, beans, oils, basic staples at competitive prices.
• Aspirational: single-origin coffee, natural cosmetics, premium beverages with cultural identity.
• Bridge Categories: products blending Latino identity with mainstream trends (healthy beverages, organic snacks with Hispanic flavors).

4. Experiential and Digital Marketing

• Hispanic Retail Media: use owned channels like Hispanic Retail Media TV and Diario Retail for campaigns reaching the Hispanic consumer directly.
• Local Influencers: micro-influencers who recommend products on TikTok, Instagram, and Facebook.
• Bilingual Content: campaigns that naturally use “Spanglish,” connecting with younger consumers.

5. Education and Added Value

• The Retail Academy: create free or discounted training programs for Hispanic families on nutrition, entrepreneurship, and household finances.
• Digital and In-Store Recipe Books: show how to use Latino products in easy, healthy, and affordable recipes.
• “Product Supporting Latino Communities” Label to generate purchase pride.

6. Strategic Partnerships

• With regional retailers and Hispanic supermarkets to launch “Latino Aisle Pilots.”
• With banks and fintechs serving Hispanics to integrate consumer benefits.
• With universities and Hispanic media for positioning and social-responsibility campaigns.

Core Idea

Turn the slowdown into an opportunity to gain loyalty and trust — transforming the Hispanic consumer from an occasional buyer into a recurring buyer who feels recognized, valued, and rewarded.

6-Month Action Plan Focused on Loyalty and Growth of the Hispanic Market in the U.S. (Based on Current Nominal Slowdown)

Month 1 – Diagnosis and Preparation

• Map key retailers: identify Hispanic and mainstream banners.
• Select priority categories: rice, oils, bakery, beverages, coffee, natural cosmetics.
• Initial agreement with C&S: define the Latino portfolio to be presented as a “Latino Aisle Pilot.”
• Define database: segment consumers (loyalty cards, remittances, HRCOC surveys).

Month 2 – Pilot Launch

• “Authentically Latino” aisles in 3–5 test supermarkets.
• Community activation: tastings, promotions on cultural dates (e.g., Mexican Fiestas Patrias in September).
• HRCOC media campaign: features in Diario Retail and Hispanic Retail Media TV segments.
• Integration with remittance services (companies with active HRCOC membership): cross-promo “Send & Save” + discounts on aisle products.

Month 3 – Community Building

• Hispanic Consumer Club: pilot points program with partner retailers (e.g., every $10 in Latino products = points to redeem).
• Digital content: quick, healthy recipes with aisle products, shared on TikTok and Instagram in Spanglish.
• Local influencers: hire Hispanic micro-influencers to review products.

Month 4 – Expansion and Education

• Extend Latino aisles to 2–3 new regional chains.
• The Retail Academy workshops: nutrition, entrepreneurship, and savings for Hispanic families (in-person + online).
• Bilingual campaigns in retailers: in-store signage “Buy Latino – Support Your Community.”

Month 5 – Deep Loyalty

• Activate Latino holiday season: bakery products, traditional beverages, family dinners.
• Cross promotions: “Fiesta Latina” bundles (e.g., rice + oil + beans at a discount).
• Satisfaction survey: gather consumer feedback to adjust portfolio.

Month 6 – Consolidation and Measurement

• Evaluate KPIs:
• Increase in sales of Latino aisles.
• Number of consumers enrolled in the loyalty club.
• Engagement on social networks and digital campaigns.
• Present results with C&S and retailers: prepare a case study for national scaling.
• HRCOC institutional communication: press conference on the alliance’s impact on Hispanic consumption.

Key KPIs

• +10% rotation increase in Latino aisles within first 6 months.
• 5,000 consumers registered in the loyalty club.
• 3 digital campaigns reaching >500,000 impressions.
• 10 retailers integrated into the pilot program.

Overall Approach

• Months 1–2 → Installation and visibility.
• Months 3–4 → Community and education.

Months 5–6 → Loyalty and scaling.