Economic Outlook Among U.S. Latino Consumer Segments

Comparative Insights on Spanish Dominant vs English Dominant Latino Consumers

Introduction

The general outlook on the U.S. economy remains positive for Latinos. This blog post examines recent data comparing the behavior and economic outlook for Spanish-dominant and English-dominant Latinos, providing clear insights for readers interested in consumer trends and economic sentiment.

Historically, marketers and companies have broken up the Latino population into defined segments based on acculturation level. There are countless definitions of acculturation and yet given how complex the Latino population is depending on generation, location, country of origin, and language, the acculturation-level segmentation does not really effectively capture the nuance of marketing to us as consumers. Roughly 80% of Latinos in the US speak at least some English, some studies suggest over 60% of us are bilingual. At PDG Insights, we have begun to build out our Latino work based on language preference.  Are consumers more comfortable in English or Spanish? Understanding their preference and then the differences between those that prefer communications in Spanish versus English are the foundation of the Spanish Dominant versus English Dominant classification.

Comparative Economic Sentiment: Key Data

Group	Positive Outlook (Net %)
General Population	44%
Latino Spanish Dominant	45%
Latino English Dominant	48%

Analysis

The data shows that Latino communities, regardless of language dominance, maintain a slightly more positive outlook on the economy compared to the general population. English-dominant Latinos report the highest optimism at 48%, followed closely by Spanish-dominant Latinos at 45%. This suggests that both groups are experiencing or anticipating favorable economic conditions, which may influence their financial behaviors and outlooks long-term.

Key Differences between Spanish-Dominant and English-Dominant Latino Consumers

Financial Stress and Expense Coverage

Spanish-dominant Latinos are more likely to encounter occasional financial difficulties compared to their English-dominant counterparts. Specifically, 25% of Spanish-dominant Latino respondents report sometimes struggling to cover expenses or facing financial stress, while only 17% of English-dominant Latinos and 14% of the general population report similar experiences.

Awareness and Perception of Price Changes

There is a notable difference in price awareness between the two groups as well. Spanish-dominant Latinos appear less likely to monitor price changes, with 38% unsure whether prices have increased in recent months. In contrast, only 4% of English-dominant Latinos report uncertainty about price increases. Furthermore, 70% of English-dominant Latinos agree that prices have increased, closely aligning with the general population (74%) and Black/African American consumers (75%).

Stress Related to Prices

Regardless of their perception of price changes or overall economic outlook, Spanish-dominant consumers are currently experiencing higher stress levels related to prices. Nearly half (47%) report being very stressed about prices, compared to 27% of English-dominant Latinos.

Behavioral Changes in Response to Economic Stress

Both Spanish-dominant and English-dominant Latinos report making adjustments in their spending habits in response to financial pressures. The top behavioral changes among Spanish-dominant Latinos include:

·       Shopping at stores that offer lower prices, looking for sales, and/or using coupons

·       Going out to eat less often or ordering food for delivery less often

·       Delaying major purchases, such as home repairs or renovations, vacations, vehicles, home appliances, and electronics

For English-dominant Latinos, the most common changes are:

·       Shopping at stores that offer lower prices, looking for sales, and/or using coupons

·       Going out to eat less often or ordering food for delivery less often

·       Switching from name-brand to generic products

Click here for a full list of top spending behavioral changes across all segment populations based on prices increases from our October Diverse Consumer Survey.

Why Does This Matter?

Understanding these differences helps consumer brands and organizations tailor their messaging and outreach more effectively. Businesses seeking to engage Latino audiences can benefit from recognizing the high levels of economic optimism as well as their specific needs, sensitivities and stressors. 

Conclusion

Spanish-dominant and English-dominant Latinos share optimism about the economy, but their financial behaviors and stressors differ in ways that matter for your brand strategy. English-dominant consumers are highly price-aware and quick to adapt, while Spanish-dominant consumers face greater financial strain and uncertainty—making trust and value critical. For marketers, this is a call to move beyond generic outreach. Tailor your messaging, promotions, and support to meet each group where they are. Brands that invest in culturally relevant strategies and language-specific engagement will not only earn loyalty but also unlock growth in one of the most dynamic consumer segments in the U.S. Start by asking: How can your brand speak their language—literally and figuratively—today?