They are not only the fastest growing population in the country, but Latinos are also spending 3 times more at the super market than everyone else.
With more than $1 trillion in purchasing power, Latino consumers like Arlette Mendoza are gaining the attention of big name brands.
“I personally like it," said the mother of two. "I think it's good that everyone else is discovering just how good our food is."
Cereal companies, including General Mills are using flavors like Dulce de Leche with the hope of appealing to the growing Latino consumer.
Richie Matthews is President of DIÁLOGO, a national public relations agency that services brands targeting the Hispanic market.
He says with Latinos making up a third of San Diego's population, several companies are using the area as a test market.
“The brands are positioning themselves so that they not only incorporate more market share but so they're relevant and I think that's the name of the game for any consumer brand,” said Matthews.
He also says the Latino market is craving nostalgic cultural flavors like lime, chili, and Latin infused coffee just to name a few.
So now when you go to the grocery store you will see more Latino flavors spread out beyond the ethnic food aisle to the mainstream.