As Mintel’s Beauty and Personal Care Consumer—U.S., January 2010 reported, the majority of the population is trading down to lower-priced brands or store brands. The same shopping pattern is not so for Hispanics. In fact, despite the recession and their lower-household income levels, in part due to Hispanics’ young median age, we found that Hispanics are sticking to their name brand personal care products like glue, even if its costs them more.

As the high number of non-Hispanic Baby Boomers continues to grow and the non-Hispanic population continues to experience a rather flat growth, the number of Hispanics’ and their buying power will only continue to increase. This means while sales lag in the personal care market, the new and young Hispanic shopper is emerging and will seek a wide range of personal care products. Given the importance they place on their appearance, marketers and retailers who invest in the Hispanic personal care market today could be dipping their dollars into the fountain of youth of tomorrow.

This report examines the core factors influencing this market:

Variances in the consumption of personal care products that Hispanics consume in comparison to non-Hispanics, as well as their loyalty to brand names over generations and across borders

The global brand names that Hispanics are prone to buying and why multicultural advertising equals more sales with this demographic

The dynamics behind the rapid growth of the Hispanic demographic that has solidified this diverse ethnic group into a consumer powerhouse and how to best understand this group in order to reach out to them now, and for the future

Acculturation and how it impacts the way Latinos consume personal care products, including the cultural and psychological motivations behind their consumption patterns

The differences in behavior within the various income levels, Spanish-speaking vs. English-dominant Hispanics in terms of which brands they buy, the frequency of usage, and how being bilingual further expands their exposure to advertising