Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Sources
- Consumer survey data
- Consumer Expenditure Survey
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Hispanic expenditure on personal care
- The Hispanic personal care consumer
- Retail preferences
- Haircare
- Soaps and body wash
- Face, hand and body lotions, and mosturizers
- Deodorants and anti-perspirants
- Sun protection/blockers and tanners
- Oral hygiene products
- Feminine products
- Shaving and hair removal
- Children’s personal care products
- Marketing strategies
- U.S. Hispanic population
- Demographics
- Acculturation
Insights and Opportunities
-
- Facebook’s ‘Tu Pantene’ takes Hispanics virtually serious
- Not the “Me culture” but the Hispanic “We culture”
- A mixture of humor, celebrity and fear of dentists
Inspire Insights
-
- Trend: “Trading up, trading down, trading over”
Hispanic Expenditure on Personal Care
-
- Key points
- Category expenditures
-
- Figure 1: Total U.S. expenditures by Hispanic consumer units for personal care products and services, at current prices, 2005-10
- Figure 2: Total U.S. expenditures by Hispanic consumer units for personal care products and services, by year, at current prices, 2005-10
- Expenditure on personal care categories
-
- Figure 3: Indexed average expenditures for personal care products/services, by Hispanic and non-Hispanics, 2009
-
- Figure 4: Hispanic expenditures on personal care, 2004-09
- Figure 5: Non-Hispanic expenditures on personal care in units, 2004-09
The Hispanic Personal Care Consumer
-
- Key points
- Attitudes toward personal care products
- Most Hispanics want to see bilingual packaging
-
- Figure 6: Usage of personal care products, by language in which survey was taken, August 2010
- Both Hispanic men and women are interested in products designed for Latinos
-
- Figure 7: Usage of personal care products, by gender, August 2010
- Likelihood of purchasing multifunctional products
- Lower-income Hispanics are more willing to use multifunctional products
-
- Figure 8: Likelihood of purchasing multifunctional personal care products, by household income, August 2010
- Spanish-dominants most interested in trying multifunctional products
-
- Figure 9: Likelihood of purchasing multifunctional personal care products, by language spoken in the home, August 2010
Retail Preferences
-
- Key points
- Retail preferences of the Hispanic consumer
- Walmart is the preferred retailer for Hispanics, especially for lower-income households
-
- Figure 10: Type of retailer where Hispanics purchase personal care products, by household income, August 2010
- Spanish-dominants most likely to shop at Walmart
-
- Figure 11: Type of retailer where Hispanics purchase personal care products, by language spoken in the home, August 2010
Haircare
-
- Key points
- Usage
- Overview of usage of haircare products
- Hispanics the most likely to use hair styling creams, gels and lotions
-
- Figure 12: Usage of haircare products by race/Hispanic origin, April 2009-June 2010
- Spanish-dominants most likely to use hair styling creams, gels, and lotions
-
- Figure 13: Haircare product usage, by language preference when reading, April 2009-June 2010
- Puerto Ricans most likely to use at-home conditioner treatments
-
- Figure 14: Usage of haircare products, by heritage, April 2009-June 2010
- Usage of hair styling gels
-
- Figure 15: Type of hair styling gels/creams/lotions used and usage in the last seven days, by race/Hispanic origin, April 2009-June 2010
- Hispanics use hair coloring products at high level of frequency
-
- Figure 16: Type of hair coloring products used and usage in the past 12 months, by race/Hispanic origin, April 2009-June 2010
- Changes in purchasing behavior, store brands and name brands
- Hispanics not willing to sacrifice their haircare despite the expense
-
- Figure 17: Changes in purchasing behavior of personal care products by Hispanics, by household income, August 2010
- English-dominants are more likely to buy store brands
-
- Figure 18: Changes in purchasing behavior of personal care products by Hispanics, by language spoken in the home, August 2010
- Brand preferences
- Head & Shoulders shampoo comes out ahead
-
- Figure 19: Shampoo brand usage by race/Hispanic origin, April 2009-June 2010
- Pantene’s hair conditioner/treatment wins with Hispanics
-
- Figure 20: Conditioner/treatment brand usage by race/Hispanic origin, April 2009-June 2010
- Consumer belief in product claims
- Hispanic females more likely to believe product claims
-
- Figure 21: Belief in claims of personal care products, by gender, August 2010
- Spanish-dominants are more likely to believe product claims
-
- Figure 22: Belief in claims of personal care products, by language in which survey was taken, August 2010
Soaps and Body Wash
-
- Key points
- Usage of soaps and body washes
- Hispanics are more likely to use traditional soap bar
-
- Figure 23: Household usage of bar soap, liquid hand soap, and body wash, by race/Hispanic origin, April 2009-June 2010
- English-dominants more likely to use liquid soap and body wash
-
- Figure 24: Hispanic household usage of bar soap, liquid hand soap, and body wash, by language spoken in the home, April 2009-June 2010
- Changes in purchasing behavior, store brands vs. name brands
- Lower- and middle-income Hispanics are sticking to same name brand soap/shower gel
-
- Figure 25: Changes in purchasing behavior of body soap/shower gel and hand soap by Hispanics, by household income, August 2010
- English-dominant Hispanics more likely to seek value over brand names
-
- Figure 26: Changes in purchasing behavior of body soap/shower gel and hand soap by Hispanics, by language spoken in the home, August 2010
- Brand preferences
- Hispanics are more likely to use brands like Dove and Zest soap bars
-
- Figure 27: Bar soap brands used by households, by race/Hispanic origin, April 2009-June 2010
- Hispanics prefer well-known brand of liquid hand soap vs. store brands
-
- Figure 28: Brands of liquid hand soap used by households, by race/Hispanic origin, April 2009-June 2010
- Hispanics are the most likely to use Dove body wash
-
- Figure 29: Brands of body wash used by households, by race/Hispanic origin, April 2009-June 2010
Face, Hand, and Body Lotions, and Moisturizers
-
- Key points
- Usage of face, hand, and body lotions and moisturizers
- Hispanics are among the most frequent users of moisturizers/creams/lotions
-
- Figure 30: Usage and frequency of moisturizers/creams/lotions, by race/Hispanic origin, April 2009-June 2010
- Hispanics’ youthful population is reflected in the high preference for facial cleansing/medicated products/toners
-
- Figure 31: Usage and type of facial cleansing/medicated products/toners used, by race/Hispanic origin, April 2009-June 2010
- Changes in purchasing behavior, store brands vs. name brands
- Hispanic women are less willing to switch from name brand products for hand and body lotion
-
- Figure 32: Changes in purchasing behavior of body and hand lotion, by gender and household income, August 2010
- English-dominants are more likely than Spanish-dominants to seek value
-
- Figure 33: Changes in purchasing behavior of body and hand lotion by Hispanics, by language spoken in the home, August 2010
- Spanish-dominants are the most loyal to their name brand face products
-
- Figure 34: Changes in purchasing behavior of facial cleansers, moisturizers, and acne products by Hispanics, by language spoken in the home, August 2010
-
- Figure 35: Aveeno clear complexion, acne care Spanish-language print ad, 2007
- Brand preferences
- Hispanics are the most likely to use brands like Avon and Nivea
-
- Figure 36: Brands of moisturizers/creams/lotions used, by race/Hispanic origin, April 2009-June 2010
- Lower-income Hispanics slightly more likely to purchase name brand products
-
- Figure 37: Brands of moisturizers/creams/lotions used by Hispanics, by household income, April 2009-June 2010
- Pond’s brand is more popular with Spanish-dominant Hispanics
-
- Figure 38: Brands of moisturizers/creams/lotions used by Hispanics, by language spoken in the home, April 2009-June 2010
- Consumer belief in product claims
- Hispanic women are more likely to believe face or body lotion claims
-
- Figure 39: Belief in claims of face and body lotion, by gender, August 2010
- Hispanics’ belief in product claims drops as they age, peaking again in middle age
-
- Figure 40: Belief in claims of face and body lotion, by age, August 2010
- Less acculturated Hispanics are more likely to believe lotion and cream product claims
-
- Figure 41: Belief in claims of face and body lotions, by language in which survey was taken, August 2010
Deodorants and Anti-perspirants
-
- Key points
- Usage
-
- Figure 42: Usage and frequency of deodorants and anti-perspirants, by race/Hispanic origin, April 2009-June 2010
- Changes in purchasing behavior, store brands vs. name brands
- High-income Hispanics tend to be less brand loyal
-
- Figure 43: Changes in purchasing behavior of deodorants and anti-perspirants by Hispanics, by household income, August 2010
- Spanish-dominants are more likely to purchase name brand deodorants
-
- Figure 44: Changes in purchasing behavior of deodorants and anti-perspirants by Hispanics, by language spoken in the home, August 2010
- Brand preferences
- Hispanics are the most likely to use Axe deodorant
-
- Figure 45: Brands of deodorants and anti-perspirants used, by race/Hispanic origin, April 2009-June 2010
- Latinas prefer Secret, younger males prefer Axe
-
- Figure 46: Brands of deodorants and anti-perspirants used by Hispanics, by age and gender, April 2009-June 2010
Sun Protection/Blockers and Tanners
-
- Key points
- Usage
-
- Figure 47: Usage of and type of sun protector/blockers and tanners of sun protectors/blockers used, by race/Hispanic origin, April 2009-June 2010
- Changes in purchasing behavior, store brands vs. name brands
- Lower-income Hispanics most likely to stick to their favorite brand sun blocker
-
- Figure 48: Changes in purchasing behavior of sun protectors/blockers and tanners by Hispanics, by household income, August 2010
- Spanish-dominants are switching to less expensive name brand sun protectors
-
- Figure 49: Changes in purchasing behavior of sun protectors/blockers and tanners by Hispanics, by language spoken in the home, August 2010
- Brand preferences
- Hispanics most likely to use Coppertone, Banana Boat and Aveeno
-
- Figure 50: Brands of suntan/sunscreen, after sun, and sunless tanning products used, by race/Hispanic origin, April 2009-June 2010
-
- Figure 51: Coppertone tanning lotion, Spanish-language print ad
-
- Figure 52: Brands of suntan/sunscreen, after sun, and sunless tanning products used by Hispanics, by language spoken in the home, April 2009-June 2010
Oral Hygiene Products
-
- Key points
- Usage
- Hispanics are among the most likely to consume toothpaste
-
- Figure 53: Usage of toothpaste, mouthwash/dental rinse, and tooth whiteners, by race/Hispanic origin, April 2009-June 2010
- Hispanics and Blacks demonstrate the highest frequency of teeth brushing and usage of dental rinses
-
- Figure 54: Frequency of usage of toothpaste, mouthwash/dental rinse, and tooth whiteners, by race/Hispanic origin, April 2009-June 2010
- Changes in purchasing behavior, name brands vs. store brands
- Hispanics’ brand loyalty to oral hygiene products not affected by household income
-
- Figure 55: Changes in purchasing behavior for toothpaste/mouthwash by Hispanics, by household income, August 2010
- Spanish-dominants stick more to their favorite brand of toothpaste and mouthwash
-
- Figure 56: Changes in purchasing behavior of toothpaste/mouthwash by Hispanics, by language spoken in the home, August 2010
- Toothpaste
- Brand preferences
- Hispanics most likely to use Colgate
-
- Figure 57: Brands of toothpaste used, by race/Hispanic origin, April 2009-June 2010
-
- Figure 58: Brands of toothpaste used by Hispanics, by language spoken in the home, April 2009-June 2010
- Frequency of toothpaste usage by Hispanics
-
- Figure 59: Frequency of toothpaste usage by Hispanics, by language spoken in the home, April 2009-June 2010
- Mouthwash/dental rinse
- Brand preferences
- Hispanics are the least likely to use store brand mouthwashes
-
- Figure 60: Brands of mouthwash/dental rinse used, by race/Hispanic origin, April 2009-June 2010
- Spanish-dominants are frequent users of mouthwash/dental rinse
-
- Figure 61: Frequency of mouthwash/dental rinse usage by Hispanics, by language spoken in the home, April 2009-June 2010
- Consumer belief in product claims
- Latinas are more likely than Latinos to believe teeth-whitening claims
-
- Figure 62: Belief in claims of teeth whiteners, by gender, August 2010
- Younger Hispanics most likely to believe whitening claims
-
- Figure 63: Belief in claims of teeth whiteners, by age, August 2010
- English-dominants are more skeptical of products’ teeth-whitening claims
-
- Figure 64: Belief in claims of teeth whiteners, by language in which survey was taken, August 2010
Feminine Products
-
- Key points
- Usage
- Hispanic women are more likely to use sanitary pads and pantiliners
-
- Figure 65: Usage of pantiliners/shields, sanitary pads and napkins, and tampons, by race/Hispanic origin, April 2009-June 2010
- Spanish-dominants are the least likely to use tampons
-
- Figure 66: Usage of pantiliners/shields, sanitary pads and napkins, and tampons by Hispanics, by language spoken in the home, April 2009-June 2010
- Brand preferences—Pantiliners/shields
- Hispanics are extremely loyal to brand names, preferring Always
-
- Figure 67: Brands of pantiliners/shields used, by race/Hispanic origin, April 2009-June 2010
-
- Figure 68: Always thin pantiliners with bilingual packaging
- Brand preferences—Sanitary pads and napkins
- Hispanics are the most likely to prefer Kotex sanitary pads
-
- Figure 69: Brands of sanitary pads and napkins used, by race/Hispanic origin, April 2009-June 2010
- Brand preferences—Tampons
- Hispanics are the most likely to use Tampax tampons
-
- Figure 70: Brands of tampons used, by race/Hispanic origin, April 2009-June 2010
- Tampons, assimilation and cultural background
Shaving and Hair Removal
-
- Key points
- Use of shaving products
- Hispanics are the most likely to use shaving products
-
- Figure 71: Usage of shaving products, by race/Hispanic origin, April 2009-June 2010
- Hispanics have a higher shaving frequency
-
- Figure 72: Frequency of use of disposable razors/shavers and razor blades for nondisposable shavers, by race/Hispanic origin, April 2009-June 2010
- Changes in purchasing behavior, name brands vs. store brands
- Lower- and middle-income households are more loyal to name brand products
-
- Figure 73: Changes in purchasing behavior of shaving supplies and razors/creams by Hispanics, by household income, August 2010
- English-dominants experiment with various name brands, Spanish-dominants are brand loyal
-
- Figure 74: Changes in purchasing behavior for shaving supplies and razors/creams by Hispanics, by language spoken in the home, August 2010
- Brand preferences
- Gillette comes out ahead among Hispanics
-
- Figure 75: Brands of disposable razors/shavers used, by race/Hispanic origin, April 2009-June 2010
- Gillette brand loyalty carries over into razor blades (for nondisposable shavers)
-
- Figure 76: Brands of razor blades (for nondisposable shavers) used, by race/Hispanic origin, April 2009-June 2010
- Norelco and Conair are the preferred electric/battery shavers among Hispanics
-
- Figure 77: Brands of electric/battery shavers used, by race/Hispanic origin, April 2009-June 2010
-
- Figure 78: Conair hair removal packaging with Hispanic model, 2010
- Colgate and Gillette’s brand loyalty among Hispanics are seen in the shaving cream or gel category
-
- Figure 79: Brands of shaving cream or gel used, by race/Hispanic origin, April 2009-June 2010
Children’s Personal Care Products
-
- Key points
- Usage of children’s personal care products
- Hispanic households are the most likely to use baby shampoos and lotions
-
- Figure 80: Household usage of baby oil and baby lotion, baby wash and bath products, and baby/children’s shampoo, by race/Hispanic origin, April 2009-June 2010
- Language not a factor in usage, but bilingual packaging is recommended
-
- Figure 81: Hispanic household usage of baby oil and baby lotion, baby wash and bath products, and baby/children’s shampoo, by language spoken in the home, April 2009-June 2010
- Changes in purchasing behavior, name brands vs. store brands
- Even lower-income households are sticking to name brands products for children
-
- Figure 82: Hispanics’ changes in purchasing behavior for products designed for children, such as baby shampoos or baby lotion, by household income, August 2010
- Spanish-dominants are more likely to continue using brand products for children
-
- Figure 83: Hispanics’ changes in purchasing behavior of products designed for children, such as baby shampoos or baby lotion, by language spoken in the home, August 2010
- Brand preferences
- Hispanics are the most likely to use Aveeno Baby Lotion
-
- Figure 84: Brand of baby oil and baby lotion purchased by households, by race/Hispanic origin, April 2009-June 2010
- Asians and Hispanics prefer Aveeno baby wash and bath products
-
- Figure 85: Brand of baby wash and bath products purchased by households, by race/Hispanic origin, April 2009-June 2010
- Aveeno brand wins again among Hispanics in the baby/children's shampoo category
-
- Figure 86: Brand of baby/children’s shampoos used by households, by race/Hispanic origin, April 2009-June 2010
Marketing Strategies
-
- Key points
- Television
- Axe
-
- Figure 87: Axe Fever, television ad, November 2009
-
- Figure 88: Axe Boost, television ad, November 2009
- Colgate
-
- Figure 89: Colgate, television ad, July 2010
- Kotex
-
- Figure 90: U by Kotex, television ad, March 2010
- TRESemmé Naturals
-
- Figure 91: TRESemmé, television ad, February 2010
- Haircare
- Face cream
-
- Figure 92: Pond’s Rejuveness Anti-wrinkle cream for Mexico market, Magazine ad
- Online
Cluster Analysis
-
- Economizers
- Demographics
- Characteristics
- Opportunities
- Recession-resistant
- Demographics
- Characteristics
- Opportunities
- Non-purchasers
- Demographics
- Characteristics
- Opportunities
- Cluster characteristic tables:
-
- Figure 93: Hispanic personal care clusters, August 2010
- Figure 94: Changes in purchasing behavior of toothpaste and mouthwash, by Hispanic personal care clusters, August 2010
-
- Figure 95: Changes in purchasing behavior of haircare products, by Hispanic personal care clusters, August 2010
- Figure 96: Changes in purchasing behavior of hand and body soaps and lotions, by Hispanic personal care clusters, August 2010
-
- Figure 97: Changes in purchasing behavior of sun care products, by Hispanic personal care clusters, August 2010
- Figure 98: Changes in purchasing behavior of facial care products, by Hispanic personal care clusters, August 2010
-
- Figure 99: Changes in purchasing behavior of personal care products for children, by Hispanic personal care clusters, August 2010
- Figure 100: Changes in purchasing behavior of deodorant and shaving products, by Hispanic personal care clusters, August 2010
-
- Figure 101: Changes in purchasing behavior of nail and lip products and insect repellent, by Hispanic personal care clusters, August 2010
- Figure 102: Source of personal care products, by Hispanic personal care clusters, August 2010
-
- Figure 103: Attitudes toward personal care products, by Hispanic personal care clusters, August 2010
- Figure 104: Belief of product claims, by Hispanic personal care clusters, August 2010
-
- Figure 105: Preference for multi-purpose products, by Hispanic personal care clusters, August 2010
- Custer demographic tables
-
- Figure 106: Hispanic personal care clusters, by gender, August 2010
- Figure 107: Hispanic personal care clusters, by age, August 2010
- Figure 108: Hispanic personal care clusters, by household income, August 2010
-
- Figure 109: Hispanic personal care clusters, by language in which survey was taken, August 2010
- Figure 110: Hispanic personal care clusters, by language primarily spoken in the home, August 2010
-
- Figure 111: Hispanic personal care clusters, by household internet access, August 2010
- Cluster methodology
U.S. Hispanic Population
-
- Key facts
- U.S. population by race/Hispanic origin
-
- Figure 112: Population, by race/Hispanic origin, 1970-2020
- Figure 113: Asian, Black, and Hispanic populations, 1970-2020
-
- Figure 114: Population, by race and Hispanic origin, 2005-15
- The Hispanic and non-Hispanic population
- The Hispanic and total U.S. population by age
-
- Figure 115: U.S. Hispanic population, by age, 2005-15
- Figure 116: Total U.S. population, by age, 2005-15
- The Hispanic and total U.S. population by gender
- Women
-
- Figure 117: Hispanic women, by age, 2005-15
- Figure 118: Total U.S. women population, by age, 2005-15
- Men
-
- Figure 119: Hispanic men, by age, 2005-15
- Figure 120: Total U.S. male population, by age, 2005-15
- Hispanic purchasing power
-
- Figure 121: Purchasing power, by race/Hispanic origin, 2008
- U.S. household income distribution
-
- Figure 122: Median household income by race and Hispanic origin of householder, 2009
- Hispanic income levels
-
- Figure 123: Largest Hispanic states, by Hispanic disposable income, 2005
- The Hispanic household
-
- Figure 124: Average household size, by Hispanic origin/race of householder, 2001 and 2008
- Figure 125: Households, by number of persons in the household—Hispanics vs. all households, 2009
-
- Figure 126: Households with children, by race/Hispanic origin of householder, 2009
- Figure 127: Hispanic households, by presence and ages of children, 2009
- Generations
- Hispanics by generation
-
- Figure 128: Generations—Hispanics vs. non-Hispanics, 2009
- Figure 129: Fertility rate, by race and Hispanic origin of mother, 1998-2008
- Hispanics by country of origin/heritage
-
- Figure 130: Hispanic population, by country of origin/ancestry, 2006-08
- Figure 131: Graph: Hispanics, by country of origin/heritage, 2006-08
- Hispanics by geographic concentration
-
- Figure 132: Hispanic population, by region, by country of origin/ancestry, 2006-08
- Figure 133: Graph: Hispanic population, by region, 2006-08
-
- Figure 134: Hispanic population in top five states, by country of origin, 2006-08
- States with greatest Hispanic population growth
-
- Figure 135: Hispanic population, states with greatest percentage increase, 2000 and 2006
- Key Hispanic metropolitan areas
-
- Figure 136: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-08
- Acculturation
- What is acculturation?
- Why is level of acculturation important?
- Levels of acculturation
-
- Figure 137: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retro-acculturation?
Appendix: Trade Associations
Back to top