Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Hispanics are not an homogeneous group
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- Figure 1: Hispanic household cleaning attitudinal segments, May 2020
- Impact of COVID-19 on Hispanics and household cleaning trends
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- Figure 2: Hispanics’ cleaning frequency and concern about COVID-19, by language spoken at home and household income, May 2020
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- Figure 3: Short-, medium- and long-term impact of COVID-19 on household cleaning and Hispanics and household cleaning, September 2020
- Opportunities and Challenges
- Keep cleaning going in the next normal
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- Figure 4: Hispanics’ reasons for cleaning more often, indexed to all, May 2020
- Tell a different story
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- Figure 5: TURF Analysis – Hispanics’ referred cleaning product attributes, May 2020
- Communicate value at all times
- Make cleaning exciting again
The Hispanic Market – Key Takeaways
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- The Hispanic market has significant room to grow
- A focus on value hinders Hispanics’ spending growth
- COVID-19 ignites growth in 2020
- Market factors explain why Hispanic spending lag
- Brands need to tackle cleaning routines
Hispanics by the Numbers
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- The Hispanic market continues to grow at a healthy rate
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- Figure 6: US population, by race and Hispanic origin, 2015-25
- The Hispanic market is young
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- Figure 7: US population share by age, by Hispanic origin, by age, 2020
- Figure 8: US households with related children under 18 in the household, by race and Hispanic origin of householder, 2019
- The Hispanic market is aging
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- Figure 9: US Hispanic population by age, 2015-25
- Hispanics shop for household care products with their budget in mind
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- Figure 10: Median US household income, by race and Hispanic origin of householder, 2018
- Figure 11: US household income distribution, by race and Hispanic origin of householder, 2018
Hispanics and Household Cleaning – Market Size Estimate
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- Hispanic households spend estimated $6.3 billion on household cleaning
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- Figure 12: Total expenditures on household cleaning products, at current prices, by Hispanic origin, 2015-20
- Impact of COVID-19 on Hispanics and household cleaning trends
- COVID-19 put cleaning in the spotlight
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- Figure 13: Short-, medium- and long-term impact of COVID-19 on household cleaning and Hispanics and household cleaning, September 2020
- Lockdown and re-emergence: worry and cleaning go hand in hand
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- Figure 14: Hispanics’ cleaning frequency and concern about COVID-19, by household cleaning attitudinal segments, May 2020
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- Figure 15: Changes Hispanics made due to COVID-19, by household cleaning attitudinal segments, May 2020
- Lockdown and re-emergence: cleaning becomes a type of insurance
- Recovery: the spike in cleaning frequency may revert to the mean
- Lessons from the last recession to consider today
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- Figure 16: Seasonally adjusted unemployment, total US vs Hispanics, January 2007-August 2020
- COVID-19: US context
Market Factors
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- Hispanics’ retail choices highlight the importance of value
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- Figure 17: Retailers shopped in past six months for surface cleaners, by race and Hispanic origin, June 2019
- Hispanics lag in ownership of cleaning appliances
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- Figure 18: Ownership of cleaning appliances, by Hispanic origin and [for Hispanics] household income, April 2019-June 2020
- Eco-friendly products need to improve their association to value
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- Figure 19: Attitudes toward eco-friendly products, by Hispanic origin, April 2019-June 2020
Market Opportunities
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- Explore opportunities for brand extensions
- Put convenience in context
- Explain why ingredients and the environment matter
Product Categories and Brands – Key Takeaways
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- Hispanics use an arsenal of products to clean
- What are brands doing?
Product Categories and Brands
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- Cleaning involves lots of different products
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- Figure 20: Household usage of cleaning products, by Hispanic origin and indexed to all, April 2019-June 2020
- Figure 21: Number of household cleaning products used, by Hispanic origin, April 2019-June 2020
- Scent and value can pay off
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- Figure 22: Brands of laundry soaps/detergents used, by Hispanic origin and indexed to all, April 2019-June 2020
- Figure 23: Tide creative, February 2019 – August 2020
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- Figure 24: Gain Facebook post, April – May 2020
- Convenience – the next frontier
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- Figure 25: Brands of dishwashing liquid detergents households use, by Hispanic origin and indexed to all, April 2019-June 2020
- The importance of the cultural connection
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- Figure 26: Brands of household cleaning products households use, by Hispanic origin, April 2019-June 2020
The Consumer – Key Takeaways
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- There are four ways Hispanics approach household cleaning
- There is a martyrdom component among Hispanics who feel solely responsible for cleaning
- Hispanic men are paying attention to cleaning
- COVID-19 is the top reason why Hispanics are cleaning more
- Hispanics want products that effectively eliminate bacteria and germs
- Hispanics have positive attitudes toward cleaning
Household Cleaning Attitudinal Segmentation
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- There are four ways Hispanics approach household cleaning
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- Figure 27: Hispanic household cleaning attitudinal segments, May 2020
- Unstructured Cleaners (25%)
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- Figure 28: Profile of Unstructured Cleaners, May 2020
- Natural Procrastinators (24%)
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- Figure 29: Profile of Natural Procrastinators, May 2020
- Natural Explorers (24%)
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- Figure 30: Profile of Natural Explorers, May 2020
- Mainstream Loyalists (27%)
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- Figure 31: Profile of Mainstream Loyalists, May 2020
Cleaning Responsibility
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- Hispanics who feel responsible for cleaning think they have little choice
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- Figure 32: Hispanics’ household cleaning responsibilities, indexed to all US consumers, May 2020
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- Figure 33: Overlap of household cleaning and shopping responsibilities, May 2020
- Hispanic men are involved, but women still own cleaning chores
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- Figure 34: Hispanics’ household cleaning and shopping responsibilities, by gender and age, May 2020
Cleaning Frequency
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- COVID-19 can prompt Hispanics to review how they clean
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- Figure 35: Hispanics’ cleaning frequency, May 2020
- Hispanic men are paying attention to cleaning
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- Figure 36: Hispanics’ cleaning frequency and concern about COVID-19, by gender and age, May 2020
- Spanish-dominant Hispanics cleaning more as they may feel more vulnerable
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- Figure 37: Hispanics’ cleaning frequency and concern about COVID-19, by language spoken at home and household income, May 2020
Reasons for Cleaning More Often
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- COVID-19 is not altering the core reasons why Hispanics clean
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- Figure 38: Hispanics’ reasons for cleaning more often, indexed to all, May 2020
- Hispanic moms have more reasons to clean
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- Figure 39: Hispanics’ reasons for cleaning more often, by gender and parent status, May 2020
- Appearances are secondary
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- Figure 40: Hispanics’ reasons for cleaning more often, by language spoken at home, May 2020
Preferred Cleaning Product Attributes
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- Brands need to challenge existing beliefs to stay top of mind
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- Figure 41: Hispanics’ preferred cleaning product attributes, indexed to all, May 2020
- Antibacterial and anti-germ messaging is enough to get Hispanics’ attention
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- Figure 42: TURF Analysis – Hispanics’ referred cleaning product attributes, May 2020
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- Figure 43: Table - TURF Analysis – Hispanics’ preferred cleaning product attributes, May 2020
The Habit of Cleaning the House
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- There is a significant habit component in cleaning
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- Figure 44: Hispanics’ cleaning behaviors, May 2020
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- Figure 45: Hispanics’ cleaning behaviors, by cleaning attitudinal segments, May 2020
Attitudes toward Cleaning
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- Hispanics prefer mainstream brands
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- Figure 46: Hispanics’ attitudes toward cleaning brands, indexed to all, May 2020
- Cleaning can be monotonous
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- Figure 47: Hispanics’ attitudes toward keeping the house clean, indexed to all, May 2020
- Hispanics are interested in reducing how often they clean
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- Figure 48: Hispanics’ attitudes toward convenience, indexed to all, May 2020
- Hispanics prefer natural cleaning products (but with caveats)
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- Figure 49: Hispanics’ attitudes toward ingredients, indexed to all, May 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
- A note about acculturation
- TURF Methodology
Appendix – Mintel Trend Drivers
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- Figure 50: Mintel Consumer Trend Drivers and Pillars
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Appendix – Consumer Data
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- Figure 51: Language Hispanics speak at home, April 2019-June 2020
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