The decision to purchase meat products is investigated across ethnic groups with data from the Consumer Expenditure Survey. Particularly, we emphasize the U.S. Hispanics markets since its population increased 43% in the 2000-2010 period. The determinants included socio-economic factors in Probit regressions. Income and household composition were characterized as the most significant determinants, however, the effects varied across ethnic groups. As such, ethnicity can be considered as a major factor influencing the decisions to purchase meat products. The findings can be used to develop marketing tactics to influence the purchasing behavior of ethnic groups.