Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- Hispanics’ expenditures compared to the total population
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- Figure 1: Total expenditures on household cleaning and laundry products, by Hispanic origin, 2007-12
- Cleaning responsibilities of the household
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- Figure 2: Likelihood of handling household cleaning responsibilities, by gender, July 2012
- Types of household paper goods used by Hispanics
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- Figure 3: Household use of paper towels, facial tissues, and paper napkins, by race/Hispanic origin, April 2011-June 2012
- Brand allegiance among Hispanics who purchase household products
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- Figure 4: Purchasing preferences of household products among Hispanic adults, July 2012
- Key factors when purchasing laundry detergents
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- Figure 5: Top five factors influencing Hispanics' choice of laundry detergents, by language spoken in the home, July 2012
- Likelihood of using cleaning wipes
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- Figure 6: Hispanics' likelihood of using cleaning wipes, July 2012
- Preferred scents of air fresheners
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- Figure 7: Hispanics' preferred scent of air fresheners, by gender, July 2012
- Preferred retailers of household products
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- Figure 8: Hispanics' preferred retailer of household cleaning products, by language spoken in the home, July 2012
- The consumer
- U.S. Hispanic population
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- Figure 9: Population, by race/Hispanic origin, 2007-17
- Hispanic household size
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- Figure 10: Average household size, by Hispanic origin/race of householder, 2001, 2008, and 2011
- Hispanic purchasing power
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- Figure 11: Purchasing power, by race/Hispanic origin, 1990-2017
- What we think
Issues in the Market
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- What factors are of primary importance to Hispanic consumers when choosing household products?
- Can household products benefit from packaging that includes words and phrases in Spanish?
- Should marketers rethink the ways they target younger Hispanic adults?
Insights and Opportunities
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- Eco-friendly household products can gain from Spanish-language marketing strategies
- Mature household product categories can see new gains from Hispanics
Trend Applications
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- Trend: Men Shopping Badly
- Trend: Home of the Senses
- 2015 Trend: Old Gold
The Hispanic Household Cleaning Consumer
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- Key points
- Household products expenditures
- Hispanics’ expenditures compared to the total population
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- Figure 12: Total expenditures on household cleaning and laundry products, by Hispanic Origin, 2007-12
- Household cleaning in Hispanic homes
- Hispanic men actively assist with household cleaning duties
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- Figure 13: Household cleaning responsibilities among Hispanic adults, by gender, July 2012
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- Figure 14: Household cleaning responsibilities among Hispanic adults, by gender and age, July 2012
- Likelihood of household product purchases among Hispanic adults
- Hispanic men are slightly less likely to shop for household products
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- Figure 15: Likelihood of grocery shopping among Hispanic adults, by gender and age, July 2012
- Attitudes toward household products
- Hispanic consumers are brand loyal when it comes to laundry detergents
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- Figure 16: Purchasing preferences of household products among Hispanic adults, July 2012
- English-only households are least likely to express brand loyalty
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- Figure 17: Likelihood of always buying the same brand of household products, by language spoken in the home, July 2012
- Hispanic Women are more likely to switch between preferred brands
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- Figure 18: Likelihood of purchasing a variety of favorite brands of household products, by gender, July 2012
- Language preference plays a role in the use of certain household products
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- Figure 19: Non-purchases of household products, by language spoken in the home, July 2012
- Retail preferences
- Hispanics are far more likely to purchase household cleaning products at Walmart
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- Figure 20: Hispanics' preferred retailer of household cleaning products, July 2012
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- Figure 21: Retailers Hispanics frequent when purchasing household cleaning products, by language spoken in the home, July 2012
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- Figure 22: Other retailers Hispanics frequent when purchasing household cleaning products, by language spoken in the home, July 2012
Household Cleaners and the Hispanic Consumer
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- Key points
- Usage of household cleaners
- Hispanic households use cleaners to disinfect and deodorize
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- Figure 23: Ways Hispanic households use household cleaners, by race/Hispanic origin, April 2011-June 2012
- Household cleaners used by Hispanics
- Hispanic households are likely to use multipurpose wipe cleaners
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- Figure 24: Likelihood of use of cleaning wipes among Hispanics who handle household cleaning duties, July 2012
- Bilingual households are most likely to use wipe cleaners
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- Figure 25: Hispanics' likelihood of using cleaning products, by language spoken in the home, July 2012
- Disposable wipes and floor cleaners
- Hispanics show a preference for Clorox
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- Figure 26: Brands of disposable wipes and floor cleaners, by race/Hispanic origin, April 2011-June 2012
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- Figure 27: Clorox Fraganzia Lavender with Eucalyptus and Mint multi-purpose cleaner
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- Figure 28: Clorox Fraganzia Spring air freshener
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- Figure 29: Clorox Fraganzia Pine Woods scented toilet bowl rim hanger
- English-dominants are much more likely to use Swiffer
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- Figure 30: Brands of disposable wipes and floor cleaners used in Hispanic households, by language spoken in the home, April 2011-June 2012
- Window and glass cleaners
- Hispanics, like all consumers, are likely to use window and glass cleaners
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- Figure 31: Household use of window and glass cleaners, by race/Hispanic origin, April 2011-June 2012
- Windex is the preferred brand among all consumer groups
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- Figure 32: Brands of window and glass cleaners used in Hispanic households, by race/Hispanic origin, April 2011-June 2012
- Fabric and carpet deodorizers and fresheners
- Hispanics are slightly more likely to use fabric and carpet deodorizers
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- Figure 33: Household use of fabric and carpet deodorizers and fresheners, by race/Hispanic origin, April 2011-June 2012
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- Figure 34: Hispanic household use of fabric and carpet deodorizers and fresheners, by language spoken in the home, April 2011-June 2012
Hispanics’ Attitudes Toward Laundry and Dish Detergents
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- Key points
- Reasons for selecting laundry detergent products
- Familiarity, price, and scent drive Hispanics’ laundry detergent selections
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- Figure 35: Factors influencing Hispanics' choice of laundry detergent, by language spoken in the home, July 2012
- Laundry habits of the Hispanic consumer
- Hispanic Women are more concerned about clothing care
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- Figure 36: Attitudes of Hispanic adults who purchase laundry detergent, by gender, July 2012
- Spanish-dominants are most concerned about clothing care
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- Figure 37: Attitudes of Hispanic adults who purchase laundry detergent, by language spoken in the home, July 2012
Laundry Detergents and the Hispanic Consumer
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- Key points
- Types of laundry detergents and soaps used
- Hispanics over- index in their use of powdered detergent
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- Figure 38: Types of laundry soap and detergent used in households, by race/Hispanic origin, April 2011-June 2012
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- Figure 39: Types of laundry soap and detergent used in Hispanic households, by language spoken in the home, April 2011-June 2012
- Brands of laundry detergents and soaps used
- Tide HE and Gain are the top choices among Hispanic consumers
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- Figure 40: Brands of laundry soaps and detergents used, by race/Hispanic origin, April 2011-June 2012
- Language preferences is a key determinant in laundry detergent choice
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- Figure 41: Brands of laundry soaps and detergents used in Hispanic households, by language spoken in the home, April 2011-June 2012
- Brand preferences vary by household income
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- Figure 42: Brands of laundry soaps and detergents used in Hispanic households, by household income, April 2011-June 2012
- Fabric softeners
- Hispanics are more likely than non-Hispanics to use fabric softeners
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- Figure 43: Household use of fabric softeners, by race/Hispanic origin, April 2011-June 2012
- Spanish-only households are most likely to use liquid fabric softener
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- Figure 44: Types of fabric softener use in Hispanic households, by language spoken in the home, April 2011-June 2012
- Brands of fabric softeners used
- Brand preferences greatly vary by the language spoken in the home
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- Figure 45: Brands of fabric softeners used in Hispanic households, by language spoken in the home, April 2011-June 2012
- Laundry boosters, pre-soaks, and pre-cleaners
- Hispanics are less likely than Whites or Blacks to use boosters/pre-cleansers
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- Figure 46: Household use of laundry boosters, pre-soaks, and pre-cleaners, by race/Hispanic origin, April 2011-June 2012
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- Figure 47: Household use of laundry boosters, pre-soaks, and pre-cleaners, by race/Hispanic origin, April 2011-June 2012
- Language preference is a key factor in types of boosters/pre-soaks/pre-cleaners used
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- Figure 48: Types of laundry boosters, pre-soaks, and pre-cleaners used in Hispanic households, by language spoken in the home, April 2011-June 2012
Household Goods and the Hispanic Consumer
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- Key points
- Paper towels
- Hispanics are heavy users of paper towels
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- Figure 49: Hispanic household use of paper towels, by race/Hispanic origin, April 2011-June 2012
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- Figure 50: Quantity of paper towels used in Hispanic households in the last 30 days, by race/Hispanic origin, April 2011-June 2012
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- Figure 51: Quantity of paper towels used in Hispanic households in the last 30 days, April 2011-June 2012
- Half of Hispanics who purchase paper towels ration their use
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- Figure 52: Attitudes of Hispanic adults toward paper towels, July 2012
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- Figure 53: Hispanic attitudes toward paper towels, by language spoken in the home, July 2012
- Facial tissue
- Hispanic households are less likely to use tissues
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- Figure 54: Usage of facial tissues in Hispanic households, by race/Hispanic origin, April 2011-June 2012
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- Figure 55: Usage of facial tissues in Hispanic households, by household income, April 2011-June 2012
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- Figure 56: Attitudes of Hispanic adults toward facial tissue, July 2012
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- Figure 57: Hispanic attitudes toward facial tissue, by language spoken in the home, July 2012
- Paper napkins
- Hispanics are more likely than non-Hispanics to use paper napkins
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- Figure 58: Hispanic household use of paper napkins, by race/Hispanic origin, April 2011-June 2012
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- Figure 59: Hispanic household use of paper napkins, by language spoken in the home, April 2011-June 2012
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- Figure 60: Attitudes of Hispanic adults toward napkins, July 2012
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- Figure 61: Hispanic attitudes toward paper napkins, by language spoken in the home, July 2012
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- Figure 62: Brands of paper napkins used in Hispanic households, April 2011-June 2012
- Toilet paper
- Less affluent Hispanic households use less toilet paper
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- Figure 63: Quantity of toilet paper used in Hispanic households in the last 30 days, April 2011-June 2012
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- Figure 64: Attitudes of Hispanic adults toward toilet paper, July 2012
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- Figure 65: Hispanic attitudes toward toilet paper, by gender and age, July 2012
- Plastic-type kitchen wrap
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- Figure 66: Hispanic household use of plastic-type kitchen wrap, by race/Hispanic origin, April 2011-June 2012
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- Figure 67: Hispanic household use of plastic-type kitchen wrap, by household income, April 2011-June 2012
- Aluminum foil
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- Figure 68: Hispanic household use of aluminum foil, by race/Hispanic origin, April 2011-June 2012
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- Figure 69: Types of aluminum foil used in Hispanic households, by language spoken in home, April 2011-June 2012
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- Figure 70: Quantity of aluminum foil used in Hispanic households, by language spoken in the home, April 2011-June 2012
Dish Detergents and the Hispanic Consumer
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- Key points
- Key factors among Hispanics when purchasing dish detergent or soap
- Past product experience is the top attribute for Hispanic dish detergent buyers
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- Figure 71: Factors influencing Hispanics' choice of dish detergent/soap, July 2012
- Spanish-dominants seek environmentally friendly dishwashing products
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- Figure 72: Factors influencing Hispanics' choice of dish detergent/soap, by language spoken in the home, July 2012
- Usage of dish detergents and soaps
- Hispanic households are slightly less likely to use dishwashing liquid
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- Figure 73: Hispanic household use of dish soap, by race/Hispanic origin, April 2011-June 2012
- Dawn and Palmolive are frequently used dishwashing liquid brands
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- Figure 74: Brands of dish soap used in Hispanic households, by language spoken in the home, April 2011-June 2012
- Hispanics are much less likely to use dishwasher products
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- Figure 75: Household use of dishwashing detergent, by race/Hispanic origin, April 2011-June 2012
- More than half of English-dominants use automatic dishwashing products
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- Figure 76: Hispanic household use of dishwashing detergent, by language spoken in the home, April 2011-June 2012
Air Fresheners and the Hispanic Consumer
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- Key points
- Air fresheners and room deodorizers
- Hispanics and Black consumers are the most likely to use air fresheners
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- Figure 77: Hispanic household use of air freshener sprays and room deodorizers, by race/Hispanic origin, April 2011-June 2012
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- Figure 78: Types of air freshener sprays and room deodorizers used in Hispanic households, by language spoken in home, April 2011-June 2012
- Preferred scents of air fresheners
- Hispanics are particularly fond of lavender and floral scents
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- Figure 79: Air freshener scents most likely used by Hispanics, by gender, July 2012
- Spanish-dominant air freshener users are most fond of floral scents
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- Figure 80: Air freshener scents most likely used by Hispanics, by language spoken in the home, July 2012
- Brands of air fresheners
- Hispanic households prefer Febreze and Glade
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- Figure 81: Brands used in Hispanic households that consume air freshener sprays and room deodorizers, by language spoken in home, April 2011-June 2012
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- Figure 82: Quantity of air freshener sprays and room deodorizers used in Hispanic households in the last six months, by language spoken in the home, April 2011-June 2012
Marketing Strategies
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- Key points
- Television
- Tide
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- Figure 83: Tide laundry detergent, TV ad, September 2012
- Scott
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- Figure 84: Scott paper products, TV ad, October 2012
- Bounty
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- Figure 85: Bounty, TV ad, October 2012
- Gain
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- Figure 86: Gain laundry detergent, TV ad, October 2012
- Glade
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- Figure 87: Glade apple cinnamon scents, TV ad, December 2011
- Online strategies
- Clorox
- Suavitel
U.S. Hispanic Population
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- Key facts
- U.S. population by race/Hispanic origin
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- Figure 88: Population, by race/Hispanic origin, 1970-2020
- Figure 89: Asian, Black, and Hispanic populations, 1970-2020
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- Figure 90: Population, by race/Hispanic origin, 2007-17
- The Hispanic and non-Hispanic population
- The Hispanic and total U.S. population by age
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- Figure 91: U.S. Hispanic population, by age, 2007-17
- Figure 92: U.S. Population, by age, 2007-17
- The Hispanic and total U.S. population by gender
- Women
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- Figure 93: Hispanic Women by age, 2007-17
- Figure 94: Total U.S. female population, by age, 2007-17
- Men
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- Figure 95: Hispanic Men by age, 2007-17
- Figure 96: Total U.S. male population, by age, 2007-17
- Generations
- Hispanics by generation
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- Figure 97: Generations—Hispanics vs. non-Hispanics, 2011
- Figure 98: Fertility rate, by race and Hispanic origin of mother, 2000-10
- Hispanic purchasing power
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- Figure 99: Purchasing power, by race/Hispanic origin, 1990-2017
- Figure 100: Top 10 states ranked by share of Hispanic buying power, 2012
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- Figure 101: Top 10 states ranked by value of Hispanic buying power, 2012
- U.S. household income distribution
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- Figure 102: Median household income, by race/Hispanic origin of householder, 2011
- Hispanic income levels
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- Figure 103: Largest Hispanic states, by Hispanic disposable income, 2010
- The Hispanic household
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- Figure 104: Average household size, by Hispanic origin/race of householder, 2001, 2008 and 2011
- Figure 105: Households, by number of people in the household—Hispanics vs. all households, 2011
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- Figure 106: Households with children, by race/Hispanic origin of householder, 2011
- Figure 107: Households, by race of householder and presence and ages of children, 2011
- Hispanics by country of origin/heritage
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- Figure 108: Hispanic population, by type, 2000-10
- Figure 109: Graph: Hispanics, by country of origin/heritage, 2010
- Hispanics by geographic concentration
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- Figure 110: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Figure 111: Hispanic population, by region of residence, 2000-10
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- Figure 112: Graph: Hispanic population, by region, 2010
- Figure 113: 10 places* with highest number of Hispanics, 2010
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- Figure 114: 10 places* with the largest share of Hispanics, 2010
- States with the most Hispanic population growth
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- Figure 115: States ranked by change in Hispanic population, 2000-10
- Figure 116: Five states with the greatest percentage of Hispanic growth, 2000-10
- Key Hispanic metropolitan areas
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- Figure 117: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
- Figure 118: U.S. Hispanic households, by metropolitan status, 2006-11
- Acculturation
- What is acculturation?
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 119: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retro-acculturation?
Appendix—Other Useful Information
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- Figure 120: Attitudes of Hispanic adults who purchase laundry detergent, by gender and age, July 2012
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- Figure 121: Hispanic attitudes toward toilet paper, by language spoken in the home, July 2012
- Figure 122: Brands of dishwashing detergent used in Hispanic households, by language spoken in the home, April 2011-June 2012
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Appendix—Trade Associations
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