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Walmart plans for growing U.S. Hispanic population

America's largest retailer says it is integrating Hispanics into every aspect of its marketing, operations and merchandising plans. Are you doing the same?

Carlotta Mast, Senior Vice President of Content and Market Leader

March 30, 2011

1 Min Read
Walmart plans for growing U.S. Hispanic population

Hispanics now make up 16 percent of the U.S. population, according to 2010 census findings, and this growing demographic is of increasing importance to the country’s largest retailer, Walmart, Supermarket News reports.

“We’re striving to integrate Hispanics into every step of our marketing process, and beyond to merchandising and operations,” Tony Rogers, Walmart’s senior vice president for brand marketing said during the SymphonyIRI Group’s Summit on March 29.

Why put so much focus on Hispanic consumers? Rogers said it is because this burgeoning demographic group is changing the face of America’s largest cities.

“Places that were traditionally in the top 20 like Baltimore, Milwaukee and Boston are now giving way to new growth centers like El Paso, Texas,” said Rogers. “Does anyone have a marketing plan for El Paso, Texas? I doubt it.”

Roger’s advice to retailers is to “reapportion marketing budgets and select sites for stores based on data that maps the growth of Hispanics,” Supermarket News reports.

Want to know more about the growing Hispanic population and its increasing importance to the natural, organic and healthy products market? Check out these recent stories from

Reaching the Latino and Hispanic consumer: Expo West insights

Do Hispanics represent the future of sickness or wellness in America?

Hispanic foods heat up the market

About the Author(s)

Carlotta Mast

Senior Vice President of Content and Market Leader, New Hope Network

Carlotta leads the New Hope Network Content Team, producing all content and conference programming for Natural Products Expos, NBJ Summit, Esca Bona, Nutrition Capital Network, Natural Foods Merchandiser,, Nutrition Business Journal and the NEXT portfolio. In addition she is the chief author of the NEXT Natural Products Industry Forecast. With 20 years of experience, Carlotta has her finger on the pulse of new health, wellness and natural product trends and the forces shaping consumer attitudes and behaviors.

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