Bayer has introduced Aspirina, Mexico’s leading over the counter pain relief brand, to the U.S. market, aiming to strengthen its presence among Hispanic consumers. This strategic move aligns with demographic trends, as Hispanics currently represent 19% of the U.S. population a figure projected to rise to 28% by 2060.
Aspirina, which contains 500 mg of aspirin (NSAID), is widely recognized in Latin America, boasting a 99% brand awareness rate and regular use by 67% of Mexican consumers. Its cultural relevance and legacy of trust make it a natural fit for Hispanic households in the U.S., many of which have long relied on the product for multi-symptom pain relief.
Mohamed Atef, Global Brand Lead for Aspirin at Bayer, emphasized the importance of accessibility and cultural connection, noting that 70% of Hispanic consumers feel a strong tie to their country of origin. By offering a familiar and trusted product, Bayer aims to address healthcare access gaps while deepening consumer loyalty.