New Pinterest Report Shows Latines Are the Real Trendsetters in Food, Style, and Wellness
The Latine community in the US stands out as tastemakers, style-shapers, and trendsetters in the latest Pinterest report. Celebrating Hispanic Heritage Month, the image-sharing platform unveiled unpublished data about the community’s contributions to the Pinterest ecosystem.
Pinterest, if you need a refresher, is a visual discovery engine. On the platform, people across demographics find images (pins) related to topics such as style, home decoration, recipes, you name it. Users then organize these images by saving them into boards for inspiration.
Latines are no exception. Per research conducted by the Global Web Index (GWI), one in three Hispanic adults in the US uses Pinterest at least once a month. Their impact goes beyond engaging with content. As pop culture enthusiasts and tastemakers, they are spearheading the trends and setting the tone for conversations.
Read on to discover how the Spanish-speaking diaspora in the US is shaping trends and where they’re drawing inspiration from.
Latines are passionate about nature and the environment
The Latine community’s passion for nature runs deep. According to Pinterest, four in ten US Hispanic Millennials and Gen Z users consider themselves nature enthusiasts. About half of them look for ideas involving camping, hiking, and wildlife.
Similarly, Gen Z and Millennial Pinterest users whose primary language is Spanish show a greater interest in climate and environmental issues compared to their contemporaries. In fact, searches for recycling, environmental activities, ecology, and animals have experienced a considerable increase compared to 2024.
Foodies at heart
The report also reflects the deep-rooted connection of Latines to food. Data from GWI shows that half of the Hispanic demographic has turned to Pinterest for meal inspiration and recipes in the last month. Searches such as “frutas bañadas en chocolate” (chocolate-covered fruits) and “comida balanceada” (balanced meals) have increased year-on-year (YoY) among Latines aged 18 to 44.
Popular topics include pastel de corazón rojo (red heart cake), puesto de michelada (michelada stand) and strawberry matcha. The volume of searches for these keywords has exponentially grown between January and May 2025, compared to the same period last year.
Latine Baddies are shaping global style trends
In case there were ever doubts, Pinterest reports that Spanish-speaking users on the platform are carving out a place for fashion-related content. The data suggests that 60% of Gen Z Hispanic users search for style-leaning topics at least once a month.
Beauty trends like the women’s wolf cut, cat eye nails, and chunky blonde highlights stand out among the searches. However, products have experienced the greatest growth in volume searches. Browsing activity for the famous Miu Miu glasses has seen an increase of +652%1% YoY. Meanwhile, “cute” Nike sneakers have received +1,331% of additional interest.
Latines embrace self-care and mindfulness
Illustrating the community’s shift towards wellness, Gen Z and Millennial Pinterest users from the Hispanic community show growing interest in exercise, mindfulness, and meditation. It isn’t any wonder that searches for motivational content have gone up exponentially in the last year. Searches for “body motivation” grew by 908% while “gym motivation phrases” went up by 553%.
Other topics on the rise are couple yoga (+428%), mind, body, and soul (+231%), and aura vibes (+163%).
There’s no place like home for Latines
Last, but not least, home decoration trends favored by the Spanish-speaking community in the US embrace tradition and heritage. Per GWI, six in ten Hispanic Millennial users consider themselves home and lifestyle buffs. Almost half of them choose Pinterest as their go-to for design inspo.
Honoring their roots, the community’s preferred decoration styles bridge modernity with cultural elements. For example, talavera mexicana, mosaic crafts, and hacienda style garner a great volume of searches.
