Hispanic Nation

Following is a summary of a very in-depth and insightful article published by Business Week on 03/15/04.

Hispanics are an immigrant group like no other. Their huge numbers are challenging old assumptions about assimilation.

Despite having lower family incomes than the national average, Hispanics' soaring buying power increasingly influences the food Americans eat, the clothes they buy, and the cars they drive.
Companies are scrambling to revamp products and marketing to reach the fastest-growing consumer group.

Selling in Spanish

In its eagerness to tap the exploding Hispanic market, Corporate America itself is helping to reinforce Hispanics' bicultural preferences. Last year, Procter & Gamble Co. spent $90 million on advertising directed at Latinos for 12 products such as Crest and Tide.

Bennett's new unit, Latino Health Solutions, began marketing health insurance in Spanish, directing Hispanics to Spanish-speaking doctors, and translating documents into Spanish for Hispanic workers.

A few companies are even going all-Spanish. After local Hispanic merchants stole much of its business in a Houston neighborhood that became 85% Latino, Kroger Co., the nation's No.1 grocery chain, spent $1.8 million last year to convert the 59,000-sq.-ft. store into an all-Hispanic supermercado. Now, Spanish-language signs welcome customers.
Across the country, Kroger has expanded its private-label Buena Comida line from the standard rice and beans to 105 different items.

You can read the complete article at BusinessWeek