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The Latino Health and Beauty Care Shopper

Latino consumers have an outsized impact on the market for HBC products in the United States. Over the past decade, spending by Latino consumers on personal care products grew more than 40%, nearly three times faster than it increased among non-Latino consumers. By 2015 Latinos will make up 20% of 18- to 49-year-olds, an age group critically important to HBC marketers, and will account for a growing share of consumers of HBC products in the future.

Packaged Facts The Latino Health and Beauty Care Shopper provides an in-depth analysis of the grooming and personal care habits of Latinas and Latino men. The report provides crucial insights into the HBC product preferences and brand choices of Latinas and Latino men to enable marketers of HBC products to refine their marketing approaches to this increasingly important consumer segment. For example, compared to women on average, Latinas are significantly more likely to use perfume, mascara and facial cleansing cream. Latino men are much more likely than men on average to use cologne or after shave, skin care products and professional personal care services such as pedicures and massages.

The report opens with a presentation of topline findings, including an overview of which national HBC brands perform best among Latino consumers. The next chapter analyzes current spending and projects total spending by Latinos on personal care products through 2016. The report continues with chapters on Latinas and their usage of cosmetics, skin care products, fragrances and personal care products such as deodorants. Another chapter provides in-depth analysis of usage patterns among Latino men for skin care and shaving products and for personal care products. The report concludes with chapters on oral hygiene habits and products and household usage of baby products and bath and shower products. Each chapter analyzes the volume and type of products used by Latinos and assesses the comparative success of major national HBC brands among Latino shoppers.

The Latino Health and Beauty Care Shopper analyzes the usage by Latino men and Latinas of nearly 40 HBC products tracked by Experian Simmons National Consumer Study (NCS). Product categories included in the report that are used exclusively by Latinas include cosmetics and fragrances (eye shadow/eyeliner/eye brow pencil, mascara, foundation/concealer makeup, blushers/bronzers, lipstick and lip gloss, nail polish/nail care products and perfume/cologne/toilet water) and hair removal products.

The report analyzes usage by Latino men of after shave/cologne and usage by both Latino men and Latinas of the following product categories: skin care (facial cleansing/medicated products/toners, moisturizers/creams/lotions and suntan/screen and sunless products); hair care and hair care products (shampoo, hair conditioner, hair styling creams and gels, hair spray, at-home hair coloring products and home permanents and relaxers), shaving products (electric and battery shavers, disposable razors/shavers, razor blades for non-disposable razors, shaving cream or gel) and other HBC products (deodorants and antiperspirants and eye care products). Oral hygiene products covered in the report include manual and power toothbrushes, toothpaste, tooth whiteners, dental floss and mouthwash/dental rinse. The report also analyzes household usage of baby and children’s HBC products (baby oil and lotion, baby/children’s shampoo, baby wash/bath products, baby and bath powder) and bath and shower products (bar soap, body wash and liquid soap).

The principal source of primary research data used in the report is the Fall 2010 Experian Simmons NCS, which was fielded between October 2009 and December 2010. U.S. Government sources include the 2010 Census and 2009 American Community Survey of the Census Bureau and data from the Consumer Expenditure Survey of the Bureau of Labor Statistics (BLS).


  • Executive Summary
    • Introduction
      • Background
      • Overview of the Report
    • Scope and Methodology
      • Scope of the Report
      • Methodology
    • The Latino HBC Shopper: The Topline
      • Demographic Trends Shape Growth of Latino HBC Market
      • Cultural Factors Key for Latinas and Latino Men
      • Marked Differences in Latino HBC Product Usage Patterns
      • High-Volume Use of Certain HBC Products Differentiates Latino Consumers
      • Latino HBC Shoppers Drawn to Organic and Natural Products
      • Aggregate Spending by Latinos on Personal Care Grew at Exceptional Rate in Past Decade
      • Some HBC Brands Exploit Opportunities in Latino Market, Others Do Not
    • Latinas: Cosmetics, Fragrances and Skin Care
      • Eye Makeup More Popular
      • Avon Outperforms Other Foundation/Concealer Makeup Brands
      • Latinas Use Bronzers More, Blushers Less
      • Lipstick and Lip Gloss Get Frequent Use
      • Avon Nail Polish Succeeds among Latinas
      • Victoria's Secret Perfume Gets Nod from Latinas
      • Latinas More Likely to Use Medicated Facial Cleansing Products
      • Many Latinas Use Moisturizers Frequently
    • Latinos and Hair Care
      • Hair Coloring More Popular, Home Permanents Less Common
      • Major Differences in Relative Popularity of Shampoo Brands
      • Hair Conditioner Choices Differ
      • Latinas Favor Hair Styling Creams over Hair Spray
      • Many Latino Men Are Heavy Users of Shampoo and Conditioners
      • Latino Men Like Hair Spray and Hair Styling Products
      • Use of Hair Coloring Products Above Average
    • Latinas and Personal Care Products
      • Hair Removal Products Used More Often
      • Heavy Users of Disposable Razors More Prevalent
      • Gillette Succeeds with Latinas Using Razor Blades
      • Gillette Shaving Cream Wins Biggest Share of Latinas
      • Roll-On Deodorants Favored
    • Latino Men and HBC Products
      • Latino Men Are Heavy Users of After Shave and Cologne
      • Skin Care Products More Popular among Latino Men
      • More Latino Men Use Facial Cleansing Products
      • Suntan/Sunscreen Products Used Less Frequently
      • Fewer Latino Men Use Electric Shavers
      • Gillette Disposable Razors Favored
      • Latino Men Prefer Scented Shaving Cream
      • Unscented Deodorants Less Popular
    • Latinos and Oral Hygiene
      • Manual Toothbrushes Outpace Power Toothbrushes
      • Latinos Brush Often
      • Colgate Dominates Latino Toothbrush Market
      • Gel and Tartar Control Toothpastes Lose Out among Latinos
      • Colgate Outperforms Crest When Latinos Buy Toothpaste
      • Latino Men More Likely to Use Tooth Whiteners
      • Latinos Floss Frequently
      • Mouthwash Used More Often
      • Latino Men Represent Important Segment for Listerine and Scope
    • Use of Selected HBC Products in Latino Households
      • Baby Products Get Heavy Use in Latino Households
      • Johnson's Leads Category but Other Brands Also Succeed
      • Latinos Prefer Antibacterial Bar Soaps
      • Top Soap Brands Listed
  • The Latino HBC Shopper: The Topline
    • Market Trends
      • Demographic Trends Shape Growth of Latino HBC Market
      • Cultural Factors Key for Latinas and Latino Men
        • Table Use of Professional Personal Care Services by Latino Men
      • Marked Differences in Latino HBC Product Usage Patterns
        • Table Differences in Usage of HBC Products, Latinas vs. Women on Average
        • Table Differences in Usage of HBC Products, Latino Men vs. Men on Average
      • High-Volume Use of Certain HBC Products Differentiates Latino Consumers
        • Table Profile of High-Volume Usage of HBC Products by Latinas
        • Table Profile of High-Volume Usage of HBC Products by Latino Men
    • Highlights of Latino HBC Shopping and Spending Behavior
      • Latino HBC Shoppers Drawn to Organic and Natural Products
      • Latinos in Consumer Segment More Likely to Buy HBC Products When Grocery Shopping
      • Latinos Shop Frequently at Drug Stores
        • Table Drugstores Visited in Last Four Weeks by Latino Men and Latinas
      • Consumer Expenditures on Personal Care Products and Services Defined
      • Latinos Place Higher Priority on Spending for Personal Care Products and Services
        • Table Expenditures on Personal Care Products as Percentage of Total Annual Consumer Expenditures, Latino vs. Other Consumer Units
      • Aggregate Spending by Latinos on Personal Care Grew at Exceptional Rate in Past Decade
        • Table Aggregate Spending for Personal Care Products and Services by Hispanic and Non-Hispanic Consumer Units, 2009 vs. 2000
    • Market Opportunities
      • Spending by Latino Consumer Units on Personal Care Products and Services Projected to Reach $10.3 Billion in 2016
        • Table Projected Aggregate Annual Expenditures on Personal Care Products and Services by Latino Consumer Units, 2011-2016
      • 40+ Latinos Present Marketing Opportunity
        • Table Percent Agreeing They "Spend a Lot of Money on Cosmetics," Latinos vs. All Adults by Age Group
      • Latino Men and Latinas Offer Above-Average Opportunities for HBC Marketers
        • Table Summary of Opportunities for Marketing HBC Products to Latino Men
        • Table Summary of Opportunities for Marketing HBC Products to Latinas
      • Some HBC Brands Exploit Opportunities in Latino Market, Others Do Not
        • Table Relative Popularity among Latinas of Selected National Brands of HBC Products
        • Table Relative Popularity among Latinos of Selected National Brands of HBC Products
  • Latinas: Cosmetics, Fragrances and Skin Care
    • Cosmetics and Fragrances
      • Eye Makeup More Popular
        • Table Use of Eye Shadow/Eyeliner/Eye Brow Pencil/ by Latinas
        • Table Use of Mascara by Latinas
      • Avon Outperforms Other Foundation/Concealer Makeup Brands
        • Table Use of Foundation/Concealer Makeup by Latinas
      • Latinas Use Bronzers More, Blushers Less
        • Table Use of Blusher/Bronzer by Latinas
      • Lipstick and Lip Gloss Get Frequent Use
        • Table Use of Lipstick and Lip Gloss by Latinas
      • Avon Nail Polish Succeeds among Latinas
        • Table Use of Nail Polish/Nail Care Products by Latinas
      • Victoria's Secret Perfume Gets Nod from Latinas
        • Table Use of Perfume, Cologne and Toilet Water by Latinas
    • Skin Care
      • Latinas More Likely to Use Medicated Facial Cleansing Products
        • Table Use of Facial Cleansing/Medicated Products/Toners by Latinas
      • Many Latinas Use Moisturizers Frequently
        • Table Use of Moisturizers/Creams/Lotions by Latinas
      • Suntan/Screen Products Get Less Use
        • Table Use of Suntan/Screen and Sunless Products by Latinas
  • Latinos and Hair Care
    • Use of Hair Care Products by Latinas
      • Hair Coloring More Popular, Home Permanents Less Common
        • Table Use of At-Home Hair Coloring Products by Latinas
        • Table Use of Home Permanents and Relaxers by Latinas
      • Major Differences in Relative Popularity of Shampoo Brands
        • Table Use of Shampoo at Home by Latinas
      • Hair Conditioner Choices Differ
        • Table At-Home Use of Hair Conditioner/Treatment by Latinas
      • Latinas Favor Hair Styling Creams over Hair Spray
        • Table Use of Hair Styling Creams, Gels and Lotions by Latinas
        • Table Use of Hair Spray by Latinas
    • Use of Hair Care Products by Latino Men
      • Many Latino Men Are Heavy Users of Shampoo and Conditioners
        • Table Use of Shampoo at Home by Latino Men
        • Table At-Home Use of Hair Conditioner/Treatment by Latino Men
      • Latino Men Like Hair Spray and Hair Styling Products
        • Table Use of Hair Spray by Latino Men
        • Table Use of Hair Styling Creams, Gels and Lotions by Latino Men
      • Use of Hair Coloring Products Above Average
        • Table Use of Hair Coloring Products and Home Permanents and Relaxers by Latino Men
  • Latinas and Personal Care Products
    • Shaving and Other Hair Removal Products
      • Hair Removal Products Used More Often
        • Table Use of Hair Removal Products (Bleach, Depilatories, Waxing) by Latinas
      • Heavy Users of Disposable Razors More Prevalent
        • Table Use of Electric and Battery Shavers by Latinas
        • Table Use of Disposable Razors/Shavers by Latinas
      • Gillette Succeeds with Latinas Using Razor Blades
        • Table Use of Razor Blades for Non-Disposable Shavers by Latinas
      • Gillette Shaving Cream Wins Biggest Share of Latinas
        • Table Use of Shaving Cream or Gel by Latinas
    • Other Personal Care Products
      • Roll-On Deodorants Favored
        • Table Use of Deodorants and Antiperspirants by Latinas
      • Latinas Less Likely to Use Eye Drops and Contact Lens Cleaning Solutions
        • Table Use of Contact Lens Cleaning Solutions by Latinas
        • Table Use of Eye Drops and Eye Wash by Latinas
  • Latino Men and HBC Products
    • Fragrances and Skin Care
      • Latino Men Are Heavy Users of After Shave and Cologne
        • Table Use of After Shave/Cologne by Latino Men
      • Skin Care Products More Popular among Latino Men
        • Table Use of Moisturizers/Creams/Lotions by Latino Men
      • More Latino Men Use Facial Cleansing Products
        • Table Use of Facial Cleansing/Medicated Products/Toners by Latino Men
      • Suntan/Sunscreen Products Used Less Frequently
        • Table Use of Suntan/Screen and Sunless Products by Latino Men
    • Shaving Products
      • Fewer Latino Men Use Electric Shavers
        • Table Use of Electric and Battery Shavers by Latino Men
      • Gillette Disposable Razors Favored
        • Table Use of Disposable Razors/Shavers by Latino Men
      • Latino Men Prefer Scented Shaving Cream
        • Table Use of Razor Blades for Non-Disposable Shavers by Latino Men
        • Table Use of Shaving Cream or Gel by Latino Men
    • Other Personal Care Products
      • Deodorants Used More Frequently
        • Table Use of Deodorants and Antiperspirants by Latino Men
      • Eye Drops and Eye Wash More Prevalent
        • Table Use of Eye Drops and Eye Wash by Latino Men
        • Table Use of Contact Lens Cleaning Solutions by Latino Men
  • Latinos and Oral Hygiene
    • Toothbrushes and Toothpaste
      • Manual Toothbrushes Outpace Power Toothbrushes
        • Table Use of Manual Toothbrushes by Latino Men and Latinas
        • Table Use of Power Toothbrushes by Latino Men and Latinas
      • Latinos Brush Often
        • Table Number of Times per Average Day Latino Men and Latinas Use Manual Toothbrushes and Toothpaste
      • Colgate Dominates Latino Toothbrush Market
        • Table Brands of Manual Toothbrushes Used Most by Latino Men and Latinas
        • Table Brands of Power Toothbrushes Used Most by Latino Men and Latinas
      • Gel and Tartar Control Toothpastes Lose Out among Latinos
        • Table Use of Toothpaste by Latino Men and Latinas
      • Colgate Outperforms Crest When Latinos Buy Toothpaste
        • Table Toothpaste Brands Used Most by Latino Men and Latinas
    • Other Oral Hygiene Products
      • Latino Men More Likely to Use Tooth Whiteners
        • Table Use of Tooth Whiteners by Latino Men and Latinas
        • Table Brands of Tooth Whiteners Used Most by Latino Men and Latinas
      • Latinos Floss Frequently
        • Table Use of Dental Floss by Latino Men and Latinas
        • Table Brands of Dental Floss Used Most by Latino Men and Latinas
      • Mouthwash Used More Often
        • Table Use of Mouthwash/Dental Rinse by Latino Men and Latinas
      • Latino Men Represent Important Segment for Listerine and Scope
        • Table Brands of Mouthwash/Dental Rinse Used Most Frequently by Latino Men and Latinas
  • Use of Selected HBC Products in Latino Households
    • Baby and Children's Products
      • Baby Products Get Heavy Use in Latino Households
        • Table Use of Baby Products by Latino Consumers
      • Johnson's Leads Category but Other Brands Also Succeed
        • Table Brands of Baby and Children's Products Most Often Used by Latino Consumers
    • Bath and Shower Products
      • Latinos Prefer Antibacterial Bar Soaps
        • Table Use of Bath and Shower Products by Latino Consumers
      • Top Soap Brands Listed
        • Table Brands of Bath and Shower Products Used Most by Latino Consumers
  • Addresses of Selected U.S. Latino Market Resources

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