The Latino population in the U.S. is growing—and in places many people might not be looking. While historically Hispanic-designated market areas (DMAs) like Miami and New York still have the largest shares of the Latino population, new research from Nielsen highlights how the pace of growth is soaring in a range of areas outside of these concentrated immigrant gateways.

For example, Charlotte, N.C., isn’t traditionally thought of as a Latino market, but its Hispanic population is growing faster than any other region in the country. Additionally, dramatic Latino growth in a range of cities across the U.S. since 2000 has created a bevy of opportunity beyond the more traditional Hispanic markets, as noted in the country’s 15 largest Hispanic DMAs. The high growth in the mid-market DMAs mirrors the growth in Los Angeles and New York just a couple of decades ago. So it’s only a matter of time before one of these DMAs becomes the next Latino population center.

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