Market Research Logo

Hispanics and Cleaning the House - US - April 2016

Hispanics and Cleaning the House - US - April 2016

"Hispanics’ expenditures on household cleaning products have grown modestly as a result of Hispanics’ attention toward value and a gradually diminishing sense of urgency for keeping their homes spotlessly clean as they become more acculturated and adopt a more casual attitude toward household cleanliness. However, this is not to say that Hispanics consider cleaning their homes less important, but to emphasize that there are different segments within the Hispanic market – each with different priorities and needs. Brands need to clearly define which segment of Hispanics to focus on and nurture trust there. If done right, growth in other segments may follow."

- Juan Ruiz, Director of Hispanic Insights

This report discusses the following key topics:

There are four different Hispanic household cleaning segments
Hispanics prioritize functional attributes when choosing what to buy
Trust is key


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Hispanics are spending almost $2 billion on cleaning products
Figure 1: Total expenditures and fan chart forecast of Hispanic households on household cleaning products, at current prices, 2010-20
The issues
Figure 2: Hispanics and cleaning the house segments, January 2016
Figure 3: Important product attributes to Hispanics, January 2016
Figure 4: Hispanics’ attitudes toward cleaning brands, January 2016
The opportunities
Figure 5: Hispanics’ involvement in shopping for household care products, by gender and age, January 2016
Figure 6: Hispanics’ attitudes toward cleaning the house, January 2016
Figure 7: Hispanics’ attitudes toward house cleaning, by level of acculturation, January 2016
Figure 8: Hispanic households’ cleaning product usage, indexed to all, October 2014-December 2015
What it means
THE MARKET
What you need to know
Hispanics’ expenditures on cleaning products projected to reach $2.3 billion by 2020
Issues affecting how Hispanics clean their homes
Market factors influencing this category
Not all Hispanics clean the same way
Market size and forecast
Hispanics’ expenditures on cleaning products growing modestly
Figure 9: Total expenditures and fan chart forecast of Hispanic households on household cleaning products, at current prices, 2010-20
Figure 10: Total expenditures by Hispanic households on household cleaning products, at current prices, 2010-20
Market perspective
Traditional gender roles
The importance of appearances
Hispanic homes are a reflection of themselves
Market factors
Larger household size + presence of children = larger mess to clean
Figure 11: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
Hispanic market becoming bicultural
Figure 12: Population by Hispanic origin and generation share, 2016
Hispanics and cleaning the house segmentation
Hispanics approach house cleaning in different ways
Figure 13: Hispanics and cleaning the house segments, January 2016
Natural Born Cleaners (40%)
Figure 14: Profile of Hispanic Natural Born Cleaners, January 2016
Cleaning Chemists (20%)
Figure 15: Profile of Hispanic Cleaning Chemists, January 2016
Cleaning Superficials (24%)
Figure 16: Profile of Hispanic Cleaning Superficials, January 2016
Cleaning Averse (16%)
Figure 17: Profile of Cleaning Averse Hispanics, January 2016
Cluster methodology
KEY PLAYERS
What you need to know
The mix of cleaning products at home changes with acculturation
Patience and persistence pay off
The challenge of becoming a trusted brand
Differentiation and trust trumps cost in the household cleaning categories
What’s working?
Understanding Hispanic subsegments as they over index on a variety of cleaning products
Figure 18: Hispanic households’ cleaning product usage, indexed to all, October 2014-December 2015
It’s a long-term commitment
Figure 19: Top brands of household cleaning products Hispanic households use, indexed to all, October 2014-December 2015
What’s challenging?
Hispanics choose from a list
Figure 20: Share of Hispanic households that use one brand only for selected household cleaning categories,
by language spoken at home, indexed to all, October 2014-December 2015
Generic brands not taking off
Figure 21: Hispanic household use of store brands for selected household cleaning categories, by language spoken at home,
indexed to all, October 2014-December 2015
What’s next?
Opportunities to extend brands
THE CONSUMER
What you need to know
Most Hispanics are involved in housecleaning
Housecleaning, a rewarding sacrifice
Hispanics have an arsenal of cleaning products at home
Antibacterial, power against grease and dirt, and safety characteristics resonate well with Hispanics
Hispanics okay with the cleaning brands they use
Cleaning the house involvement
One way or another, most Hispanics are involved in housecleaning
Figure 22: Hispanics’ involvement in cleaning the house, January 2016
As Hispanics get older, their cleaning roles change
Figure 23: Hispanics’ involvement in doing housecleaning, by gender and age, and by level of acculturation, January 2016
Hispanic women take the lead in what to buy
Figure 24: Hispanics’ involvement in shopping for household care products, by gender and age, and by level of acculturation,
January 2016
Hispanics’ attitudes toward cleaning the house
Housecleaning can be daunting, but has its rewards
Figure 25: Hispanics’ attitudes toward cleaning the house, January 2016
Figure 26: Hispanics’ attitudes toward cleaning the house, by household cleaning segment, January 2016
Hispanic men become more empathetic as they age
Figure 27: Ariel – #ShareTheLoad, February 2016
Figure 28: Hispanics’ attitudes toward the task of cleaning the house, by gender and age, January 2016
Acculturation removes sense of urgency
Figure 29: Hispanics’ attitudes toward the rewards and expectations of cleaning the house, by level of acculturation, January 2016
Hispanics’ cleaning approach
All-natural cleaners resonate well with Hispanics
Figure 30: Hispanics’ cleaning approach, indexed to all, January 2016
Hispanic women learn early about natural cleaning tips
Sophistication versus natural
Figure 31: Hispanics’ cleaning approach, by age and gender, January 2016
Figure 32: Hispanics’ cleaning approach, by level of acculturation, January 2016
Cleaning products’ attributes
Antibacterial, power against grease and dirt, and safety are top priorities
Figure 33: Important product attributes to Hispanics, indexed to all, January 2016
Getting rid of germs
Removing grease and dirt
Protecting children, pets, and themselves
It is not clean until it smells clean
Figure 34: Important product attributes to Hispanics, by gender and age, January 2016
Figure 35: Important product attributes to Hispanics, by level of acculturation, January 2016
Hispanics’ attitudes toward cleaning brands
Trust in current brands biggest entry barrier to new brands
Figure 36: Hispanics’ attitudes toward cleaning brands, January 2016
Younger Hispanic women looking for their own cleaning identity
Figure 37: Hispanics’ attitudes toward cleaning brands, January 2016
With the right promotion, less-acculturated Hispanics more willing to try
Figure 38: Hispanics’ attitudes toward cleaning brands, by level of acculturation, January 2016
APPENDIX
Data sources and abbreviations
Data sources
Abbreviations and terms
A note on acculturation
Market
Figure 39: Total expenditures by Hispanic households on household cleaning products, at inflation-adjusted prices, 2010-20
Consumer
Brands by category
Figure 40: Brands of dishwashing liquid Hispanic households use, by language spoken at home, indexed to all,
October 2014-December 2015
Figure 41: Brands of automatic dishwashing detergent Hispanic households use, by language spoken at home,
indexed to all, October 2014-December 2015
Figure 42: Brands of rinse agents (dishwashing) Hispanic households use, by language spoken at home, indexed to all,
October 2014-December 2015
Figure 43: Brands of scouring pads/sponges Hispanic households use, by language spoken at home, indexed to all,
October 2014-December 2015
Figure 44: Brands of abrasive cleaners Hispanic households use, by language spoken at home, indexed to all,
October 2014-December 2015
Figure 45: Brands of window/glass cleaners Hispanic households use, by language spoken at home, indexed to all,
October 2014-December 2015
Figure 46: Brands of household cleaners Hispanic households use, by language spoken at home, indexed to all,
October 2014-December 2015
Figure 47: Brands of household cleaning disposable wipes and floors Hispanic households use, by language spoken at home, indexed to all,
October 2014-December 2015
Figure 48: Brands of in-tank toilet bowl cleaners Hispanic households use, by language spoken at home, indexed to all,
October 2014-December 2015
Figure 49: Brands of in-bowl toilet cleaners Hispanic households use, by language spoken at home, indexed to all,
October 2014-December 2015
RESEARCH METHODOLOGY
US Multicultural Methodology
Consumer research
Trade research
Statistical Forecasting

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report