Table of Contents
Scope and Themes
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- What you need to know
- Readers of this report will learn:
- Definition
- Sources
- Consumer survey data
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- 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
Insights and Opportunities
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- Baby Boomers shrink, the Hispanic population booms
- Metrosexual male and Hispanic
- The bicultural children of Hispanics who groom a lot
Inspire Insights
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- Trend: Authentic Beauty
- What's it about?
- What we've seen
- Specifics
- Implications
- Trend: New Man in Town
- What's it about?
- What we've seen
- Specifics
- Implications
Hispanic Purchasing Power and Category Expenditure
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- Hispanic purchasing power
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- Figure 1: Purchasing power, by race/ethnicity, 2008
- U.S. household income distribution
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- 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
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- Figure 4: Largest Hispanic markets, by Hispanic disposable income, 2005
- Hispanics’ economic growth
- Hispanics’ category expenditures
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- Figure 5: Expenditures—Hispanics vs. non-Hispanics, 2006 and 2007
- Estimated household expenditure by category
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- Figure 6: Average household expenditures on key categories—Hispanics vs. non-Hispanics, 2007-09
- Personal care
- Hispanics’ share of total personal care spend
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- Figure 7: Hispanic expenditures on personal care in units, 2004-09, estimated 2008* and 2009*
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- Figure 8: Non-Hispanic expenditures on personal care in units, 2004-09, estimated 2008* and 2009*
The Hispanic Personal Care Consumer
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- Hispanics’ attitudes towards personal care
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- Figure 9: Usage of personal care products, February 2009
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- Figure 10: Pantene Pro-V Extra Straight/Extra liso by Pro by Procter & Gamble
- By language
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- Figure 11: Usage of personal care products, by language spoken in the home, February 2009
- By age
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- Figure 12: Usage of personal care products, by age, February 2009
- By gender
- By income
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- Figure 13: Usage of personal care products, by income, February 2009
Haircare
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- The consumer
- Hispanics and non-Hispanics
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- Figure 14: Usage of haircare products—Hispanics vs. non-Hispanics, October 2007-December 2008
- Hispanics’ attitudes towards haircare
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- Figure 15: Usage of personal care products, February 2009
- By language
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- Figure 16: Haircare product usage, by language preference when reading, October 2007-December 2008
- By place of birth
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- Figure 17: Usage of haircare products, by heritage, July 2007-September 2008
- By brand
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- Figure 18: Haircare product usage—Hispanics vs. non-Hispanics, October 2007-December 2008
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- Figure 19: Television ad: Pantene
Soaps and Body Wash
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- The consumer
- Hispanics and non-Hispanics
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- 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
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- Figure 22: Soap usage of Hispanics, by language spoken at home, October 2007-December 2008
- By brand
- Hispanics and non-Hispanics
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- Figure 23: Body wash usage, by brand—Hispanics vs. non-Hispanics, October 2007-December 2008
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- 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
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- The consumer
- Hispanics and non-Hispanics
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- 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
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- Figure 28: Oral hygiene of Hispanics, by language spoken at home, October 2007-December 2008
- By brand
- Hispanics and non-Hispanics
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- Figure 29: Oral hygiene, by brand—Hispanics vs. non-Hispanics, October 2007-December 2008
Women’s Toiletries
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- The consumer
- Hispanics and non-Hispanics
- Toiletries
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- Figure 30: Usage of toiletries—Hispanics vs non-Hispanic females, October 2007-December 2008
- Sanitary napkins
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- Figure 31: Usage of sanitary napkins—Hispanics vs non-Hispanic females, October 2007-December 2008
- By language
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- Figure 32: Usage of toiletries—Hispanic females, by language spoken at home, October 2007-December 2008
- By age
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- Figure 33: Usage of toiletries—Hispanic females, by age, October 2007-December 2008
Men’s Toiletries
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- The consumer
- Hispanics and non-Hispanics
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- Figure 34: Usage of toiletries—Hispanics vs non-Hispanic males, October 2007-December 2008
- Disposable razors
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- Figure 35: Usage of disposable razors per week—Hispanics vs non-Hispanic males, October 2007-December 2008
- By brand
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- Figure 36: Usage of shaving gel or foam—Hispanics vs non-Hispanic males, October 2007-December 2008
- By language
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- Figure 37: Usage of toiletries—Hispanic males, by language spoken at home, October 2007-December 2008
- By age
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- Figure 38: Usage of toiletries—Hispanic males, by age, October 2007-December 2008
Children’s Personal Care Products
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- Figure 39: Online ad: Aveeno Babycare product ad in Spanish
- The consumer
- Hispanics and non-Hispanics
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- Figure 40: Children’s personal care product usage—Hispanics vs. non-Hispanics, October 2007-December 2008
- By household income
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- 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
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- 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
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- Figure 43: Children’s shampoo usage, by brand—Hispanics vs. non-Hispanics, October 2007-December 2008
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Cluster Analysis
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- Specialists
- Who they are
- Opportunity
- Seekers
- Who they are
- Opportunity
- Generalists
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 44: Hispanic personal care clusters, February 2009
- Figure 45: Latinos and the media, by personal care clusters, February 2009
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- Figure 46: Fashionable Latinos, by personal care clusters, February 2009
- Figure 47: Personal care preferences, by Hispanic personal care clusters, February 2009
- Cluster demographics
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- Figure 48: Hispanic personal care clusters, by gender, February 2009
- Figure 49: Hispanic personal care clusters, by age, February 2009
- Figure 50: Hispanic personal care clusters, by income, February 2009
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- Figure 51: Hispanic personal care clusters, by language preference in the home, February 2009
- Cluster methodology
U.S. Hispanic Population
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- Key facts
- U.S. population by race/Hispanic origin
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- Figure 52: Population, by race/Hispanic origin, 1970-2020
- Figure 53: Asian/Pacific Islander, Black and Hispanic populations, 1970-2020
- Figure 54: Population, by race and Hispanic origin, 2004-14
- The Hispanic and non-Hispanic population
- The Hispanic and total U.S. population by age
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- Figure 55: U.S. Hispanic population, by age, 2004-14
- Figure 56: Total U.S. population, by age, 2004-14
- Generations
- Hispanics by generation
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- Figure 57: Generations—Hispanics vs. non-Hispanics, 2008
- Figure 58: Fertility rate, by race and Hispanic origin of mother, 1996-2006
- The Hispanic household
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- Figure 59: Average household size, by Hispanic origin/race of householder, 2001 and 2006
- Figure 60: Households, by number of persons in the household—Hispanics vs. non-Hispanics, 2006
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- Figure 61: Households, by presence of children—Hispanics vs. non-Hispanics, 2006
- Hispanics by country of origin/heritage
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- Figure 62: Hispanic population, by country of origin/heritage, 2007
- Figure 63: Graph: Hispanics, by country of origin/heritage, 2007
- Hispanics by geographic concentration
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- Figure 64: Hispanic population, by region, by country of origin/heritage, 2007
- Figure 65: Graph: Hispanic population, by region and by country of origin/heritage, 2007
- Figure 66: Hispanic population in top five states, by country of origin, 2006
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- Figure 67: Hispanic population in top five states, by country of origin, 2006
- States with greatest Hispanic population growth
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- Figure 68: Hispanic population, states with greatest percentage increase, 2000-06
- Key Hispanic metropolitan areas
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- Figure 69: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2006
Acculturation
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- What is acculturation?
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 70: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retro-acculturation?
Appendix: Trade Associations
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