The number of eligible Latino voters has grown significantly over the last several years and the Republican party has been losing ground in appealing to the demographic.
Mitt Romney received just 27% of the Latino vote in the 2012 presidential election—the least of any recent Republican presidential candidate—demonstrating a decline in Latino allegiance to that party.
More Latinos voted in the last presidential election than ever before and, as the youngest ethnic voting group on average, will experience 40% growth in their voting electorate by 2030, according to the Pew Research Center. But Latinos also continue to have the largest gap between eligible and actual voters amongst ethnic groups, leaving a group of potential voters essentially unclaimed by either Republicans or Democrats.
In response, the Republican Party has produced three candidates which it hopes will earn the votes of Latinos: Jeb Bush, the former governor of Florida whose wife is a Latina; Marco Rubio, a senator from Florida whose parents are from Cuba; and Ted Cruz, a senator from Texas whose parents are also Cuban.