The Trump administration’s widespread crackdown on illegal immigration has contributed to major brands taking hit on their bottom lines as ICE-wary Latinos cut back on traditional purchases, the Wall Street Journal reported Thursday.

Massive international labels such as Coca-Cola, Colgate-Palmolive, Modelo brewer Constellation Brands, and restaurant chains like Wingstop and El Pollo Loco have seen a decrease in sales. Coca-Cola has seen its North American sales drop 3% in the first quarter of 2025 with the company’s executives citing fewer Hispanic customers as a key driver.

The trend has been most noticeable in Southern states, where large populations of illegal immigrants have built up communities and are now being asked to prove citizenship or risk deportation.

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