Coca-Cola has long looked to Hispanic consumers for sales growth—a group the company has said holds an annual $2.1 trillion in spending power. Now Coke and other brands are discovering what it means to lose them.⁠ ⁠ Fear and uncertainty are driving changes in shopping behavior. The Trump administration’s sweeping deportations of immigrants living in the country illegally have made many Latinos—including those with legal status—fearful of being stopped by immigration officers. Many consumers say they are retreating from public life, forgoing their regular shopping trips and restaurant meals. Beyond deportation fears, job losses in industries like construction have left Hispanics with less money to spend. And inflation has squeezed their monthly budgets.⁠ ⁠ Across America, consumer goods companies, food and beverage makers, restaurants and retailers are taking a hit. Coca-Cola’s sales volume in North America fell 3% in the first quarter of the year, partly because of the pullback by Hispanic shoppers, company executives said.⁠ ⁠ Coca-Cola’s ties to Hispanic spenders span to Latin America, which is a stronghold for the brand. Its classic red cans are ubiquitous in Mexico and other Latin American countries, and Latin Americans who immigrate to the U.S. often bring with them their dedication to the brand.⁠ ⁠ Coke is a top seller at Let’s Go Market in Cleveland, Texas, northeast of Houston, said Dennis Kim, owner of the convenience store. On the glass door of a refrigerator case, a decal says “Who will you share a Coke with?” alongside a picture of bottles with the names Luis and Sofia.⁠ ⁠ In nearby Plum Grove, Texas, immigration raids have spawned widespread fear, residents and retailers said. Convenience store owners said they regularly see ICE agents in their parking lots, which often scares away customers. Parents have sent their U.S.-born children out to buy eggs, milk and other essentials, store owners said.⁠ ⁠ Read more at the link in our bio.⁠ ⁠ 📷: Danielle Villasana for @wsjphotos