Trump's favorability rating falls among Latinos, AP-NORC poll says

President Trump's favorability has fallen among Latino adults since the beginning of the year, a new AP-NORC poll shows, a potential warning sign from a key constituency that helped secure his victory in the 2024 election.

- BY ADRIANA GOMEZ LICON AND AMELIA THOMSON-DEVEAUX

LATINO VOTERS shifted toward President Trump during the 2024 election.

(BRENDAN SMIALOWSKI AFP/Getty Images)

The October survey from the Associated Press-NORC Center for Public Affairs Research finds that 25% of Latino adults have a "somewhat" or "very" favorable view of Trump, down from 44% in an AP-NORC poll conducted just before the Republican took office for the second time. The percentage of Latino adults who say the country is going in the wrong direction has also increased slightly over the last few months, from 63% in March to 73% now.

The shift could spell trouble for Republicans looking to cement support with this group in future elections. Many Latino voters were motivated by economic concerns in last year's election, and the new poll shows that despite Trump's promises of economic revitalization, Latino adults continue to feel higher financial stress than Americans overall. Latino voters made up 10% of the electorate in 2024, according to AP VoteCast, a survey of interviews with registered voters, and the number of eligible Latino voters has been growing rapidly in recent decades.

Alejandro Ochoa, 30, is a warehouse worker in Adelanto, Calif. He identifies as a Republican and voted for Trump last year, but he's now unhappy with the president. He criticized some of Trump's budget cuts, adding that the cost of groceries is too high and buying a home is still unattainable for him.

"He was kind of relying on essentially the nostalgia of, 'Hey, remember, before COVID? Things weren't as expensive,'" Ochoa said. "But now it's like, OK, you're in office. I'm still getting done dirty at the grocery store. I'm still spending an insane amount of money."