Hispanics and Cleaning the House - US - August 2018

Hispanics and Cleaning the House - US - August 2018

"At not quite $2 billion, Hispanics’ expenditures on household cleaning products have contracted slightly since 2013. Hispanic women continue to take the lead, while Hispanic men play a supporting role. Cleaning the house can be hard work, but there are clear attitudinal differences between Hispanics who clean because they want to and those who clean because they have to. Brands may benefit from tailoring communications according to the differences between these groups."

- Juan Ruiz, Director of Hispanic Insights

This Report looks at the following areas:

Hispanic women carry most of the weight
Wanting to clean changes with acculturation
Not losing sight of the overarching objective
The challenge for lesser-known brands is to get cleaners to take a chance
Seeing beyond hard work

TOC available on request

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