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Published by: Mintel International Group Ltd.
Published: Sep. 1, 2008 - 81 Pages
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Consumer survey data
- Executive Summary
- Demographic composition of the Hispanic market
- Acculturation
- Hispanic mothers: demographics and language preferences
- Hispanic moms’ attitudes towards children, shopping, advertising and self
- Children’s personal care
- Food, cooking, health and sustainability attitudes
- Baby food and formula usage
- Spanish-language advertisements and media
- Demographic Composition of the Hispanic Market
- Key points
- The Hispanic segment is growing quickly as the U.S. becomes increasingly more diverse
- Figure 1: Population, by race and Hispanic origin, 2003-13
- Hispanic households have more children under 18
- Figure 2: Households, by presence of children and Hispanic origin, 2006
- High proportion of Hispanics under 14
- Figure 3: Hispanic population, by age, 2003-13
- Hispanics live in larger households
- Figure 4: Average household size, by Hispanic origin/race of householder, 2001 and 2006
- Figure 5: Households, by number of persons in the household—Hispanics vs. non-Hispanics, 2006
- Figure 6: Hispanic households, by type, 2006
- Heritage and location within the U.S.
- Figure 7: Hispanic population, by region and by country of origin/heritage, 2006
- Over 7 in 10 Hispanics live in 5 states
- Figure 8: Hispanic population in top five states, by region/country of origin, 2006
- The 10 largest Hispanic metros are made up of populations with different heritages
- Figure 9: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2006
- Income levels vs. total disposable income within some states
- Figure 10: Median household income, by race and Hispanic origin of householder, 2006
- Figure 11: Largest Hispanic markets, by Hispanic disposable income, 2005
- States with the fastest growth of Hispanic populations
- Figure 12: Hispanic population, greatest percentage increase, by state, 2000 and 2006
- Figure 13: Percentage change in Hispanic buying power, by state, 1990-2007
- Acculturation
- Key points
- What is acculturation?
- Why is level of acculturation important?
- Key drivers of acculturation
- Levels of acculturation impact the consumer mindset
- Un-acculturated
- Bicultural
- Acculturated
- What is retro-acculturation?
- Most Hispanics prefer to speak Spanish when at home
- Figure 14: Hispanics, language spoken in the home, 2002 and 2007
- Most Hispanics were born in the U.S.
- Figure 15: Native-born/foreign-born Hispanics, 2000 and 2006
- Hispanic Mothers: Demographics and Language Preferences
- Key points
- Important segment to manufacturers of children’s products
- Figure 16: Fertility rate, by race & Hispanic origin of mother, 1996-2006
- Age of moms
- Figure 17: Age comparison of Hispanic and non-Hispanic mothers, by age, 2007
- Household composition
- Figure 18: Household size, by Hispanic and non-Hispanic mothers, February 2006-March 2007
- Education
- Figure 19: Formal education comparison of Hispanic and non-Hispanic mothers, February 2006-March 2007
- Employment
- Figure 20: Employment comparison of Hispanic and non-Hispanic mothers, February 2006-March 2007
- Income
- Figure 21: Income comparison of Hispanic and non-Hispanic mothers, February 2006-March 2007
- Hispanic moms’ language preferences
- Figure 22: Language preferred when watching TV, by all Hispanics and Hispanic moms, February 2006-March 2007
- Figure 23: Language preferred when reading, by all Hispanics and Hispanic mothers, February 2006-March 2007
- Hispanic Moms’ Attitudes towards Children, Shopping, Advertising and Self
- Key points
- Hispanic mother’s top concerns
- Figure 24: Factors Hispanic mothers worry about when caring for children, by English- or Spanish-speaking, August 2008
- Hispanic moms’ attitudes towards their children
- Figure 25: Attitudes towards kids, by Hispanic vs non-Hispanic mothers, January-November 2007
- Shopping preferences
- Figure 26: Hispanic mothers’ attitudes towards kids, by language preferred when reading, January-November 2007
- Hispanic mothers’ shopping patterns
- Figure 27: Lifestyle attitudes, by Hispanic vs non-Hispanic mothers, January-November 2007
- Figure 28: Lifestyle attitudes of Hispanic mothers, by language preferred when reading, January-November 2007
- Reaching moms with coupons and advertising
- Figure 29: Attitudes towards marketing, by Hispanic vs. Non-Hispanic mothers, January-November 2007
- Figure 30: Hispanic mothers’ attitudes towards marketing, by language preferred when reading, January-November 2007
- Attitudes towards TV ads and the Internet
- Figure 31: Effect of advertising on Hispanics, by language, January-November 2007
- Figure 32: Purchasing drivers among Hispanic mothers, by English or Spanish speakers, August 2008
- Hispanic and non-Hispanic mothers view themselves somewhat differently
- Figure 33: Psychographics, by Hispanic vs Non-Hispanic mothers, January-November 2007
- Figure 34: Hispanic mothers’ psychographics, by language preferred when watching TV, January-November 2007
- Spanish-speaking Moms tend to spend more time with their kids
- Figure 35: Hispanic mothers’ frequency of activities without children present, by English- or Spanish-speaking, August 2008
- Children’s Personal Care
- Key points
- Hispanic vs. non-Hispanic moms’ approach to baby cleanliness
- Figure 36: Wipe, bathing and lotion usage, by Hispanic vs non-Hispanic mothers, January-November 2007
- Diapers
- Figure 37: Number of disposable diaper or training pants used on an average day in the last 6 months, by Hispanic vs. Non-Hispanic mothers, January-November 2007
- Figure 38: Type of disposable diaper or training pants used, by Hispanic vs non-Hispanic mothers, January-November 2007
- Figure 39: Disposable diaper or training pants brand usage, by Hispanic vs non-Hispanic mothers, January-November 2007
- Looking for Huggies: A case study in marketing baby care products
- Wipes
- Figure 40: Average number of pre-moistened wipe/clothes used by HH in last 7 days, Hispanic vs non-Hispanic mothers, January-November 2007
- Figure 41: Pre-moist wipes/cloth brand usage, by Hispanic vs non-Hispanic mothers, January-November 2007
- Oils and lotions
- Figure 42: Who uses baby oil and baby lotion, by Hispanic vs non-Hispanic mothers, January 07 - November 07
- Figure 43: Number of times baby oil was used in the last 7 days, by Hispanic vs non-Hispanic mothers, January-November 2007
- Figure 44: Number of times baby lotion was used in the last 7 days, by Hispanic vs non-Hispanic mothers, January-November 2007
- Figure 45: Baby oil and lotion brand usage, by Hispanic vs non-Hispanic mothers, January-November 2007
- Food, Cooking, Health and Sustainability Attitudes
- Key points
- Hispanic mothers have unique eating preferences
- Figure 46: Lifestyle attitudes, by Hispanic vs. Non-Hispanic mothers, January-November 2007
- Figure 47: Hispanic mothers’ lifestyle attitudes, by language preferred when reading, January-November 2007
- Health and wellness trends
- Figure 48: Attitudes towards sustainability and health, by Hispanic vs. Non-Hispanic mothers, January-November 2007
- Figure 49: Hispanic mothers’ attitudes towards health and sustainability, by language preferred when reading, January-November 2007
- Baby Food and Formula Usage
- Key points
- Baby formula
- Figure 50: Liquid/powdered baby formula usage by Hispanic vs non-Hispanic mothers with children aged three or under, January-November 2007
- Baby food
- Figure 51: Usage of baby foods, baby cereals and/or juice usage, by Hispanic vs. Non-Hispanic mothers with children aged three or under, January-November 2007
- Natural and organic products
- Crossing the Cultural Divide: An Analysis of Spanish Language
- Advertisements and Media
- Factors to consider when developing a strategy to target Hispanic moms
- Spanish-language sites for moms
- Leveraging the importance of nutrition to Spanish-speaking moms
- Iconography and messaging with broad appeal
- Huggies in print and on TV
- Figure 57: Huggies Natural Fit television ad, 2008
- Appendix: Other Useful Consumer Tables
- Figure 58: Hispanic mothers’ attitudes towards lifestyles, by language preferred when watching TV, January-November 2007
- Figure 59: Hispanic mothers’ attitudes towards kids, by language preferred when watching TV, January-November 2007
- Figure 60: Hispanic mothers’ attitudes towards kids, by nativity, January-November 2007
- Figure 61: Hispanic mothers’ psychographics, by language preferred when reading, January-November 2007
- Figure 62: Hispanic mothers’ attitudes towards sustainability and health, by nativity, January-November 2007
- Figure 63: Hispanic mothers’ attitudes towards marketing, by language spoken at home, January-November 2007
- Figure 64: Hispanic mothers’ psychographics, by language spoken at home, January-November 2007
- Figure 65: Hispanic mothers’ attitudes towards shopping, by language spoken at home, January-November 2007
- Figure 66: Hispanic mothers’ attitudes towards cooking and eating, by language spoken at home, January-November 2007
- Figure 67: Hispanic mothers’ attitudes towards sustainability and health, by language spoken at home, January-November 2007
AbstractHispanics represent the largest minority group in the U.S. and are among the fastest-growing segments of the population. Hispanic spending is projected to reach $1.2 trillion by 2012. One cause of this rapid growth is the high fertility rate of Hispanic mothers, most of whom make purchase decisions not only for themselves but also their children. Communicating effectively with Hispanic mothers is important to manufacturers of baby products, but is sometimes challenging as many of these mothers prefer to communicate in Spanish. Also, they have attitudes about children, family and marketing that are distinct from English-language dominant Hispanic moms and non-Hispanic mothers. This study of Hispanics mothers indicates that successful marketing in this segment requires not only Spanish language ads, but also themes and imagery that are culturally relevant to Hispanics and somewhat distinct from what an agency may use to appeal to Caucasian mothers.
This report addresses the following questions:
- What is the demographic composition of Hispanics in the U.S., and how is the segment distinct from Asians, blacks and Caucasians?
- How does the demographic composition of Hispanic moms compare with that of non-Hispanic and what implications do these differences have for marketers?
- What are the language preferences of Hispanics and how are the preferences of Hispanics mothers distinct?
- How are the attitudes and behaviors of less acculturated mothers similar to or distinct from those who are more acculturated?
- How do Hispanic mothers feel about children and family and how are these attitudes distinct from those of non-Hispanic mothers?
- Do Hispanic mothers use green products, and how do their attitudes about sustainability compare with those of non-Hispanic mothers?
- What types of baby care products do Hispanic mothers use and what brands do they prefer?
- What themes have advertisers used to appeal to Hispanics mothers?
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