Washington — President Donald Trump’s favorability among Hispanic adults has dropped sharply since the start of the year, according to a new poll from The Associated Press–NORC Center for Public Affairs Research — a troubling sign for a key voting bloc that helped fuel his return to the White House in 2024.
The October survey shows that just 25% of Hispanic adults now view Trump favorably, a steep decline from 44% recorded in January when he began his second term. Likewise, 73% of Hispanic respondents now say the country is headed in the wrong direction, up from 63% earlier this year — signaling growing unease with the direction of his presidency.
Economic frustration appears to be at the heart of this shift. Many Hispanic voters who once backed Trump for his promises of prosperity now say they are struggling with rising costs of food, housing, and healthcare. “He kept saying things would get better,” said Alejandro Ochoa, a warehouse worker from California who voted for Trump in 2024 but has since grown disillusioned. “But I’m still spending insane amounts at the grocery store.”
The poll shows approval of Trump’s handling of the economy has dropped from 41% in March to 27% in October, while support for his immigration policies has also weakened. For some, the two issues are connected — as stricter deportation efforts disrupt industries dependent on immigrant labour, driving up prices for consumers.
“I agree with some of his stances, but his approach to immigration hurts the economy,” said Fel Echandi, a behavioral specialist from Florida. “When immigrants can’t work, costs rise for everyone.”
Even among Hispanic Republicans, enthusiasm for Trump has slipped. Two-thirds of them now hold a favorable view of the president — down from 83% a year ago. The decline is most visible among younger voters and Hispanic men, once considered pillars of his growing Latino support base.
The poll also underscores heightened financial stress within Hispanic communities, with far more respondents than the national average citing the cost of living, rent, and healthcare as “major sources of stress.”
Meanwhile, Trump’s escalating rhetoric on mass deportations and expanded enforcement raids has further alienated parts of the Latino electorate. About two-thirds of Hispanic adults now cite immigration as a top personal concern, compared with six in ten white Americans. Yet only one in four Hispanics supports deporting all undocumented immigrants — significantly lower than the national average.
Still, some voters remain loyal. Rick Alvarado, a San Diego Republican, says he supports Trump’s crackdown on illegal immigration but believes there should be “a pathway for productive people to stay.”
As the 2026 midterm season approaches, the data signals a potential political warning: Trump’s coalition may be fraying at its edges, especially among the very group that helped him build his comeback — Hispanic voters hoping for change, but now feeling the pinch of disappointment.