There are over 40 million Hispanics in the US today and they make up approximately 14% of the total population, making Hispanics the largest minority group in the country. Hispanic population growth outpaces general population growth by 2x margin. It is expected that there will be over 100 million Hispanics by 2030 in the United States.

High immigration rates, higher than average birth rates and a population that is, on average, ten years younger than the general population, will maintain the historical and recent Hispanic population growth rates in the foreseeable future.

In addition to the population growth, Hispanics are experiencing unprecedented purchasing power growth. Hispanics currently control close to $700 billion of annual purchasing power which is expected to grow over 8% annually until 2010, a rate of growth significantly higher than that of the general population.