With more than 52 million Hispanics currently living in the U.S., making up about 17% of the population, the potential benefit from gaining favor with this diverse demographic—from virtually every point of view—is enormous. Data show that population growth was driven by a surge in births in the U.S., rather than immigration, demonstrating a long lasting shift whereby Hispanics continue their emergence in America. In fact, by 2050, Hispanics could make up a third of the U.S. population.

From a health perspective, as Dr. A. Elizabeth Sloan and Dr. Catherine Adams Hutt, discuss in their “TrendSense” column, “While marketing to a group that comes from a wide range of countries and cultures is difficult, the diversity of health products used by Hispanics makes it well worth the effort. For example, 38% of Hispanics use homeopathic or herbal remedies, per Mintel’s Homeopathic and Herbal Remedies – US, Mar. 2013.”

Overall, U.S. retail sales of homeopathic and herbal remedies reached $6.4 billion in 2012, up almost 3% from 2011, and growing 16% over the past five years, according to Mintel, which predicted sales will increase to $7.5 billion by 2017 as more Americans become proactive about their health. Further growth is fueled by availability of these products in mass retailers. (For more on the International Herbs & Botanicals market click here.)

While Hispanics use herbal supplements at a higher rate than the general population, consumption of vitamins/minerals is 6% lower, representing, perhaps, an untapped opportunity.

A pervasive health issue that continues to plague the U.S., obesity has officially been recognized by the American Medical Association (AMA) as a disease requiring a range of medical interventions to advance treatment and prevention. “Recognizing obesity as a disease will help change the way the medical community tackles this complex issue that affects approximately one in three Americans,” said Patrice Harris, MD, AMA board member. “The AMA is committed to improving health outcomes and is working to reduce the incidence of cardiovascular disease and type 2 diabetes, which are often linked to obesity.”

Data from the American Heart Association show 79% of Hispanics are overweight and 39% are obese. Meanwhile, 32% of Mexican-American boys aged 2-5 are overweight, as well as 47% aged 6-11 and 41% aged 12-19. In addition, Mexican women have the highest rate of diabetes in the U.S.; Mexican men have the highest rate for high cholesterol; Cuban women for high blood pressure and heart disease.

At a median age of 27.6, compared to 37.3 for the general population, Hispanics will present obvious opportunities for years to come.