Hispanic voters boosted Trump in 2024. Now, a new poll shows views are shifting

Brendan Rascius, Miami Herald on Oct 28, 2025

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President Donald Trump’s support among Hispanic Americans has declined noticeably since he took office, according to new polling.

In the latest survey by The Associated Press-NORC Center for Public Affairs Research, 25% of Hispanic adults said they have a “very” or “somewhat” favorable view of Trump, marking a nearly 20-point drop from 44% in January.

The poll — which sampled 1,289 U.S. adults Oct. 9-13 — also found Trump’s job approval rating has slipped among Hispanic Americans, falling from 41% in March to 27% this month. His ratings on the economy and immigration have also decreased slightly.

Further, 66% of Hispanic Republicans said they hold a favorable view of Trump, marking a decline from 83% who said the same in September 2024, two months before the election.

At the same time, the percentage of Hispanic adults who believe the U.S. is heading in the wrong direction has increased from 63% in March to 73% in October.

The findings may prove worrisome for Republicans looking to consolidate their support with a key voting bloc that helped fuel Trump’s reelection.

In 2024, Hispanic voters composed roughly 10% of the nationwide electorate, according to AP VoteCast. While a majority backed then- Vice President Kamala Harris, the Democratic candidate, 43% cast their ballots for Trump, up from 35% in 2020.

“This is something we’ve been tracking as well through our polling,” Matt Barreto, a professor of political science and Chicano studies at UCLA, told McClatchy News. “We’ve seen a pretty steady decline almost month to month (in Hispanic support for Trump).”

One of the key factors contributing to the dip in support is the cost of living, Barreto said, pointing specifically to inflation, health care and housing costs.

“They were really hoping for economic relief, and so far they haven’t seen it,” he said.

To this point, the survey found that Hispanic adults were significantly more likely than white and Black adults to say that the cost of groceries and housing are “major” sources of stress in their lives.

Barreto, who served as an adviser to the Harris campaign, also noted that Trump’s crackdown on illegal immigration may be contributing to the souring attitude toward the Republican president.

In September, the Department of Homeland Security announced that 400,000 noncitizens have been deported since January and an additional 1.6 million have self-deported, putting the administration “on pace to shatter historic records.”

“A lot of people feel it, they see these raids, they know someone, and so it has a very personal, lived experience reaction for Latinos,” Barreto said.

While The Associated Press did not provide the exact figures, it noted that Hispanic Americans’ approval rating of Trump’s handling of immigration has fallen “slightly” since March.

The survey has an overall margin of error of 3.8 percentage points and a margin of error among Hispanic respondents of 6.9 percentage points.