More and more manufacturers are realizing their best opportunity for future sales growth is in the Hispanic market. Here are 10 reasons why this key segment deserves special attention:

Market Size	The Hispanic population is now 35,300,000, one-of-every-eight people in the country, larger than the state of California, and Hispanic L.A. by itself would rank as the 4th largest city in the nation.
Population Growth	Between 2000 and 2010, Hispanic population growth will be 10 times that of non-Hispanic whites; the overwhelming majority being Spanish speaking.
Family Size	Hispanic families are larger than non-Hispanic - U.S. average is 2.6 people, Hispanic is 3.6 and Mexican is 4.4 - so they purchase more of many products.
Median Age	Hispanics are eight years younger than the U.S. median, so their brand decisions are not as set.
Income	Hispanic household income is increasing at a faster rate than all U.S. households.
Buying Power	Hispanic market is estimated to be nearly $400,000,000,000. Hispanics spend 17% more on groceries than the average U.S. household. Hispanics spend 13% more on clothing than the average U.S. household. Hispanic travel increased from 1997-1999 by 11%, vs. U.S. average of 1%. Hispanics spend almost twice that of non-Hispanics on baby products. Hispanic households owning computers has grown to 47%. In 1998, while music sales gained 2.4%, Latin music gained 25%.
More Buying Power	Since 1977, Hispanic spending has increased in many segments, particularly groceries (+78%), clothing (+40%), personal care (+23%), restaurants (+20%) and entertainment (+19%).
Language	87% of all Hispanics are not fully integrated into the U.S. culture and prefer to speak Spanish, so English-language promotion does not impact them. And 65% stated they receive more information about a product when it is advertised in Spanish.
Supermarkets	Hispanics shop predominantly at high-volume independents supermarkets, which receive less promotional attention from manufacturers than do major chains.
The Opportunity	Hispanics receive far fewer advertising messages than non-Hispanics so, with less clutter, promoting to them is more effective on a per-dollar basis.
	The percentage of companies' promotional budgets directed towards the Hispanic market is usually well below the percentage of sales they represent. Take a look at Los Angeles:
	Category Buyers/Customers Who Are Hispanic Category Ad Dollars Spent in Spanish Auto Dealer Groups 19% 5% Cell Phone Services 32% 8% Consumer Electronics Retailers 37% 5% Home Improvement 35% 15% Fast-food Restaurants 38% 27% Amusement Parks 40% 15% Health Plans 30% 8% Banks/S&Ls 34% 6%