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Published by: Mintel International Group Ltd.
Published: Aug. 1, 2009 - 71 Pages
Table of Contents
- Scope and Themes
- What you need to know
- Readers of this report will learn:
- Definition
- Sources
- Consumer survey data
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Hispanic purchasing power and category expenditure
- Haircare products
- Soaps and body wash
- Oral hygiene products
- Women’s toiletries
- Men’s toiletries
- Children’s personal care products
- Understanding the consumer
- Demographics
- Acculturation
- Hispanic Purchasing Power and Category Expenditure
- Hispanic purchasing power
- Figure 1: Purchasing power, by race/ethnicity, 2008
- U.S. household income distribution
- Figure 2: Median household income, by race and Hispanic origin of householder, 2007
- Figure 3: Household income distribution, by race and Hispanic origin of householder, 2007
- Hispanic income levels
- Figure 4: Largest Hispanic markets, by Hispanic disposable income, 2005
- Hispanics’ economic growth
- Hispanics’ category expenditures
- Figure 5: Expenditures—Hispanics vs. non-Hispanics, 2006 and 2007
- Estimated household expenditure by category
- Figure 6: Average household expenditures on key categories—Hispanics vs. non-Hispanics, 2007-09
- Personal care
- Hispanics’ share of total personal care spend
- Figure 7: Hispanic expenditures on personal care in units, 2004-09, estimated 2008* and 2009*
- Figure 8: Non-Hispanic expenditures on personal care in units, 2004-09, estimated 2008* and 2009*
- The Hispanic Personal Care Consumer
- Hispanics’ attitudes towards personal care
- Figure 9: Usage of personal care products, February 2009
- Figure 10: Pantene Pro-V Extra Straight/Extra liso by Pro by Procter & Gamble
- By language
- Figure 11: Usage of personal care products, by language spoken in the home, February 2009
- By age
- Figure 12: Usage of personal care products, by age, February 2009
- By gender
- By income
- Figure 13: Usage of personal care products, by income, February 2009
- Haircare
- The consumer
- Hispanics and non-Hispanics
- Figure 14: Usage of haircare products—Hispanics vs. non-Hispanics, October 2007-December 2008
- Hispanics’ attitudes towards haircare
- Figure 15: Usage of personal care products, February 2009
- By language
- Figure 16: Haircare product usage, by language preference when reading, October 2007-December 2008
- By place of birth
- Figure 17: Usage of haircare products, by heritage, July 2007-September 2008
- By brand
- Figure 18: Haircare product usage—Hispanics vs. non-Hispanics, October 2007-December 2008
- Figure 19: Television ad: Pantene
- Soaps and Body Wash
- The consumer
- Hispanics and non-Hispanics
- Figure 20: Bar soap usage—Hispanics vs. non-Hispanics, October 2007-December 2008
- Figure 21: Liquid soap usage—Hispanics vs. non-Hispanics, October 2007-December 2008
- By language
- Figure 22: Soap usage of Hispanics, by language spoken at home, October 2007-December 2008
- By brand
- Hispanics and non-Hispanics
- Figure 23: Body wash usage, by brand—Hispanics vs. non-Hispanics, October 2007-December 2008
- Figure 24: Print ad: Aveeno personal care product
- Figure 25: Bar soap usage, by brand—Hispanics vs. non-Hispanics, October 2007-December 2008
- Oral Hygiene Products
- The consumer
- Hispanics and non-Hispanics
- Figure 26: Oral hygiene products usage—Hispanics vs. non-Hispanics, October 2007-December 2008
- Figure 27: Daily toothpaste usage on average—Hispanics vs. non-Hispanics, October 2007-December 2008
- By language
- Figure 28: Oral hygiene of Hispanics, by language spoken at home, October 2007-December 2008
- By brand
- Hispanics and non-Hispanics
- Figure 29: Oral hygiene, by brand—Hispanics vs. non-Hispanics, October 2007-December 2008
- Women’s Toiletries
- The consumer
- Hispanics and non-Hispanics
- Toiletries
- Figure 30: Usage of toiletries—Hispanics vs non-Hispanic females, October 2007-December 2008
- Sanitary napkins
- Figure 31: Usage of sanitary napkins—Hispanics vs non-Hispanic females, October 2007-December 2008
- By language
- Figure 32: Usage of toiletries—Hispanic females, by language spoken at home, October 2007-December 2008
- By age
- Figure 33: Usage of toiletries—Hispanic females, by age, October 2007-December 2008
- Men’s Toiletries
- The consumer
- Hispanics and non-Hispanics
- Figure 34: Usage of toiletries—Hispanics vs non-Hispanic males, October 2007-December 2008
- Disposable razors
- Figure 35: Usage of disposable razors per week—Hispanics vs non-Hispanic males, October 2007-December 2008
- By brand
- Figure 36: Usage of shaving gel or foam—Hispanics vs non-Hispanic males, October 2007-December 2008
- By language
- Figure 37: Usage of toiletries—Hispanic males, by language spoken at home, October 2007-December 2008
- By age
- Figure 38: Usage of toiletries—Hispanic males, by age, October 2007-December 2008
- Children’s Personal Care Products
- Figure 39: Online ad: Aveeno Babycare product ad in Spanish
- The consumer
- Hispanics and non-Hispanics
- Figure 40: Children’s personal care product usage—Hispanics vs. non-Hispanics, October 2007-December 2008
- By household income
- Figure 41: Children’s personal care product usage, by household income, October 2007-December 2008
- By brand
- Hispanics’ and non-Hispanics’ choices of personal care products
- Figure 42: Children’s personal care product usage, by brand—Hispanics vs. non-Hispanics, October 2007-December 2008
- Hispanics’ and non-Hispanics’ choices of shampoos
- Figure 43: Children’s shampoo usage, by brand—Hispanics vs. non-Hispanics, October 2007-December 2008
- U.S. HISPANIC POPULATION
- Key facts
- U.S. population by race/Hispanic origin
- Figure 44: Population, by race/Hispanic origin, 1970-2020
- Figure 45: Asian/Pacific Islander, Black and Hispanic populations, 1970-2020
- Figure 46: Population, by race and Hispanic origin, 2004-14
- The Hispanic and non-Hispanic population
- The Hispanic and total U.S. population by age
- Figure 47: U.S. Hispanic population, by age, 2004-14
- Figure 48: Total U.S. population, by age, 2004-14
- Generations
- Hispanics by generation
- Figure 49: Generations—Hispanics vs. non-Hispanics, 2008
- Figure 50: Fertility rate, by race and Hispanic origin of mother, 1996-2006
- The Hispanic household
- Figure 51: Average household size, by Hispanic origin/race of householder, 2001 and 2006
- Figure 52: Households, by number of persons in the household—Hispanics vs. non-Hispanics, 2006
- Figure 53: Households, by presence of children—Hispanics vs. non-Hispanics, 2006
- Hispanics by country of origin/heritage
- Figure 54: Hispanic population, by country of origin/heritage, 2007
- Figure 55: Graph: Hispanics, by country of origin/heritage, 2007
- Hispanics by geographic concentration
- Figure 56: Hispanic population, by region, by country of origin/heritage, 2007
- Figure 57: Graph: Hispanic population, by region and by country of origin/heritage, 2007
- Figure 58: Hispanic population in top five states, by country of origin, 2006
- Figure 59: Hispanic population in top five states, by country of origin, 2006
- States with greatest Hispanic population growth
- Figure 60: Hispanic population, states with greatest percentage increase, 2000-06
- Key Hispanic metropolitan areas
- Figure 61: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2006
- ACCULTURATION
- What is acculturation?
- Why is level of acculturation important?
- Levels of acculturation
- Figure 62: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retro-acculturation?
- APPENDIX: TRADE ASSOCIATIONS
AbstractAs Baby Boomers reach retirement age, the era of the young Latino will be just beginning. By 2050 a quarter of the U.S. population will be Hispanic and entering its highest earning levels. As marketers know, building familiarity with costumers doesn’t happen overnight. In order to be there in the future, brands should start building the platforms now. Bilingual packaging is perhaps the most efficient tactic. In the last few years we’ve become used to browsing the web, flipping channels and being exposed to the Spanish language. The future of personal care products is headed in that direction as well. A browse down the aisle of Rite Aid or Walmart will include even more shelf space for personal care items directed at Hispanic consumers and other multicultural ethnic groups. As competitive as shelving space can be, it has already allowed a product such as Dr. Jan Adams Women of Color beauty care line to sell on Walgreens’ shelves. Pantene’s efforts in creating its Pro-V line in Spanish for Latina women’s deep conditioning needs are yet another glimpse at the future.
The feminine hygiene and sanitary protection market will have to make a major shift with their marketing dollars in the next years. As female Baby Boomers move into menopause, this billion dollar market’s new consumer face will be undeniably Latina. Already, a young demographic of Hispanic women have become some of the Always brand’s best costumers. But with more competition on the horizon, these companies will have to place more ads targeting 18-34 year-old Latinas. Marketers will have to place two types of ads: one for those women who prefer English with ads in magazines such as Latina and Glamour, and a second ad for those who are more comfortable in Spanish with ads in magazines such as Cosmopolitan en Español and People en Español, to draw in these consumers.
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