The notion that Hispanics are particularly more brand loyal than their non-Hispanic counterparts has fallen to the wayside. “New data from Nielsen Homescan's Hispanic market research suggests that brand loyalty among Hispanics drops, depending on their degree of acculturation, as measured by language of preference.”

“Only 33% of English-speaking Hispanic households purchased a particular cola to the exclusion of others, versus 70% for Spanish-speaking households.” Research reveals this trend applies to several consumer categories in food and packaged-goods, including laundry detergent, cereal, toothpaste and beer.