Hispanic Heritage Month offers retailers and brands an opportunity to recognize the contributions of Hispanic communities while also connecting with an important consumer base.
A Numerator report, “The State of Hispanic Spending,” illustrates the significant role Hispanic consumers play in the U.S. economy, saying Hispanic households now account for 15% of consumer spending, the highest among non-White ethnic groups. Despite this influence, spending growth has slowed, with Numerator showing a shift after peaking at 3.2% growth in 2024, Hispanic spending per household dramatically slowed to 0.8% growth in 2025. As a result, absolute spending per household among Hispanics fell below that of White households for the first time since 2021, the report shows.
A deeper change in values and priorities shows up in the report as well, showing Hispanic spending growth is now driven by population gains, not behavior. In 2024, population growth accounted for just 23% of spending growth. In 2025, it surged to 72%. With population gains now the core driver of Hispanic spending, changes in immigration policy could have an outsized impact on future spending, the report shows.
Hispanic shoppers are shifting spend toward food and club channels. Food retailers (+0.5pp) like Wakefern and Publix, and club stores (+0.7pp) like Costco and Sam’s Club have become favored alternatives, according to the report.
Top concerns include rising prices and immigration policy. The report states the leading issues identified by Hispanic consumers were rising prices (40% of respondents), immigration policy and issues (30%), financial security/personal debt (24%), public safety and crime (23%), and health (22%). While rising prices topped concerns for all consumers, Hispanic consumers ranked immigration and public safety notably higher than the general U.S. population.
Hispanic shoppers are more likely to scrutinize brand values and take action, Numerator shows.
“Hispanic consumers are more likely than any demographic to oppose brands whose political stances conflict with their own. Sixty percent say they would stop purchasing from a company that takes a political or social stance they disagree with — compared to 47% of U.S. consumers overall. More than half (57% vs. 44% total U.S.) of Hispanic consumers say it is important that the brands they buy reflect their personal values, 51% (vs. 36% total U.S.) have participated in at least one consumer boycott, and 44% (vs. 31% total U.S.) regularly research corporate policies, values or initiatives of brands and retailers,” according to Numerator.
For retailers, these insights underline the importance of authenticity, affordability and cultural relevance. That’s exactly the approach SpartanNash is taking with its Supermercado Nuestra Familia banner.
Known for community, quality and convenience, Supermercado Nuestra Familia will offer a full-service Hispanic grocery experience for Golden City shoppers starting in November, according to a news release.
SpartanNash plans to expand its Supermercado Nuestra Familia banner by introducing the Topeka, Kan., community to the full-service Hispanic grocery experience in November 2025. Opening just in time for holiday grocery shopping, the store will be the fifth under the Company’s Supermercado Nuestra Familia retail banner and the first in the state of Kansas.
Serving communities since 2013, Supermercado Nuestra Familia says it is focused on quality, convenience and community, offering an abundant assortment of fresh fruits, vegetables and dried chiles and spices. Aguas frescas and horchata can be found alongside the fresh-cut fruit; meat is sliced fresh in the full-service carniceria; and tres leches cakes, gelatins and flans are prepared daily. The cocina features fresh cheeses, creams and handmade favorites like tamales, enchiladas, beans and rice. Store guests can also find freshly made corn and flour tortillas in the tortilleria, along with the convenience of a one-stop shop for other everyday grocery staples, the grocer says.
“The brand-new location reflects the tastes and traditions of Topeka’s vibrant Hispanic community. Shoppers will enjoy exceptional service from our associates and a terrific assortment of authentic Hispanic grocery items,” says Djouma Barry, SpartanNash senior vice president and chief retail officer. “And as we welcome Topeka associates into our food solutions company, we’re eager to integrate them into our ‘people first’ culture and provide them with the tools and training for success.”
In April 2025, SpartanNash opened its fourth Supermercado Nuestra Familia in Omaha, Neb., with the Topeka location joining its growing portfolio of stores that deliver the ingredients for a better life.
