The results of the 2010 U.S. census are expected to show a 42% increase in the Hispanic population over 2000. According to Peter Francese, a demographic-trends analyst for Ogilvy & Mather, that population is younger than the non-Hispanic population, and tends toward larger family groups. Francese writes that from a marketing point of view, they represent a "sweet market for consumer goods and services that the entire nation used to be when baby boomers were young."

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