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In 2013, AHAA and Nielsen co-authored a two-part study on Upscale Latinos, the most influential segment since the Baby Boomers. Defined as Hispanic households earning $50-100K annual income, Upscale Latinos contribute nearly 40 percent of the $1.5 trillion Hispanic spending power, and they lead the overall upscale demographic in optimism, purchase behaviors, and plans to further increase spending. These comprehensive studies dissect demographics, lifestyle, financial and investment behavior, purchasing habits, media consumption and technological adoption. In addition, midscale and fine department stores, prestige cosmetics, and casual dining are key categories for growth within this segment.