06/26/2013 10:31 am ET

Nielsen Looks To Upscale Latinos To Replace Baby Boomers


According to NIELSEN and THE ASSOCIATION OF HISPANIC ADVERTISING AGENCIES, 15 million upscale Latinos in the U.S. accounted for 29% of the country’s Hispanic population in 2012, 37% of the group’s total spending power, and is expected to double in size by 2050. Upscale Latinos are younger than upscale non-Hispanic Whites (33 years old compared with 39 years old) and they live active lifestyles, often with young families. 85% of upscale Hispanics have a household size of three or more, compared with 65% of upscale non-Hispanics.

Defined as Hispanic households earning $50K-$100K in annual income, upscale Latinos are the most influential segment since the baby boomers and will drive shifts in category consideration, purchasing behavior and brand relationship. This sophisticated market of upscale Latinos provides lifetime value and upside opportunities for many high-end and luxury brands, says the report.

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