Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Hispanic households spent an average of $570 annually on personal care
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- Figure 1: Average expenditures by Hispanic households for personal care products and services, at current prices, three-year rolling averages, 2007-12
- Opportunity for personal care services, as Hispanics under index
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- Figure 2: Average expenditures for personal care products and services, by Hispanic and non-Hispanic households, indexed to all households, 2012
- Nine in 10 Hispanic women buy personal care products of every variety
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- Figure 3: Personal care products purchased in last six months—any purchase, Hispanic women, July 2013
- Mass merchandisers are preferred retailer for hygiene and beauty products
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- Figure 4: Type of retailer used for personal care product purchases, all Hispanics, July 2013
- Spanish-speaking Hispanics more influenced by friends and family
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- Figure 5: Factors influencing buying decision, by language spoken in the home, July 2013
- Promotions not speaking to least affluent Hispanics
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- Figure 6: Influence of promotions in the purchase decision, by household income, July 2013
- Individual uniqueness resonates with less acculturated Hispanics
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- Figure 7: Agreement with attitudinal statements regarding self-image and personal care products, by language spoken in home, July 2013
- What we think
Issues and Insights
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- How can personal care products stand out as more than a mere commodity?
- Insight: educate less acculturated Hispanics on their choices
- Why are promotions not speaking to less affluent Hispanics?
- Insight: offer products in bulk, refer-a-friend promotions
- How can products be positioned to meet Hispanics’ specific needs?
- Insight: emphasize individual uniqueness
Trend Applications
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- Trend: Return to the Experts
- Trend: Non-Standard Society
- Mintel Futures: Generation Next
Hispanic Expenditures on Personal Care
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- Key points
- Personal care spending stagnant
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- Figure 8: Average expenditures by Hispanic households for personal care products and services, at current prices, three-year rolling averages, 2007-12
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- Figure 9: Average expenditures by Hispanic households for personal care products, at current prices, three-year rolling averages, 2007-12
- Figure 10: Average expenditures by Hispanic households for personal care services, at current prices, three-year rolling averages, 2007-12
- Hispanics over index personal care product spending
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- Figure 11: Average expenditures for personal care products and services, by Hispanic and non-Hispanic households, indexed to all households, 2012
Marketing Strategies
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- Overview
- Head & Shoulders partners with soccer star Lionel Messi
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- Figure 12: Head & Shoulders, television ad, 2012
- Avon emphasizes personal touch
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- Figure 13: Avon, television ad, 2013
- Eva Mendes provides crossover appeal for Pantene
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- Figure 14: Pantene, television ad, 2012
- Figure 15: Pantene, television ad, 2012
- Gillette speaks to Hispanic men looking to go hairless
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- Figure 16: Gillette, television ad, 2013
Social Media—Hispanics and Personal Care
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- Key points
- Key social media metrics
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- Figure 17: Key brand metrics, personal care brands, August 2013
- Market overview
- Brand usage and awareness
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- Figure 18: Usage and awareness of selected personal care brands, July 2013
- Interaction with brands
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- Figure 19: Interaction with selected personal care brands, July 2013
- Online conversations
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- Figure 20: Online mentions, selected personal care brands, by week, Feb. 24-Aug. 25, 2013
- Where are people talking about personal care brands?
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- Figure 21: Mentions by page type, selected personal care brands, Feb. 24-Aug. 25, 2013
- What are people talking about?
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- Figure 22: Mentions by type of conversation, selected personal care brands, Feb. 24-Aug. 25, 2013
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- Figure 23: Major areas of discussion surrounding personal care brands, by page type, Feb. 24-Aug. 25, 2013
- Brand analysis
- Avon
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- Figure 24: Avon key social media indicators, August 2013
- Key online campaigns
- What we think
- Clinique
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- Figure 25: Clinique key social media indicators, August 2013
- Key online campaigns
- What we think
- Suave
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- Figure 26: Suave key social media indicators, August 2013
- Key online campaigns
- What we think
- Neutrogena
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- Figure 27: Neutrogena key social media indicators, August 2013
- Key online campaigns
- What we think
- Dove
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- Figure 28: Dove key social media indicators, August 2013
- Key online campaigns
- What we think
- Colgate
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- Figure 29: Colgate key social media indicators, August 2013
- Key online campaigns
- What we think
Personal Care Products Purchased
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- Key points
- Nearly all Hispanics buy hygiene products, beauty products less frequent
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- Figure 30: Personal care products purchased, July 2013
- Nine in 10 Hispanic women buy personal care products of all types
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- Figure 31: Personal care products purchased in last six months—any purchase, by gender, July 2013
- Hygiene product purchases largely unaffected by acculturation
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- Figure 32: Personal care products purchased—any purchase in last six months, by languages spoken in home, July 2013
Oral Care
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- Key points
- Regular toothpaste is used most frequently
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- Figure 33: Types of toothpaste used most often, by gender, January 2012-March 2013
- Spanish-speaking respondents less likely to use whitening toothpaste
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- Figure 34: Types of toothpaste used most often, by language spoken in home, January 2012-March 2013
- Colgate dominant brand among Hispanic consumers
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- Figure 35: Brands of toothpaste used most often, by gender, January 2012-March 2013
Haircare
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- Key points
- Hispanic women seek a wide variety of haircare products
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- Figure 36: Types of shampoo used in last seven days, by gender, January 2012-March 2013
- Head & Shoulders recently rises to most popular brand
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- Figure 37: Brands of shampoo used in last seven days, by gender, January 2012-March 2013
- TRESemmé popular among younger Hispanics
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- Figure 38: Brands of shampoo used in last seven days, by age, January 2012-March 2013
Deodorants/Antiperspirants
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- Key points
- Most Hispanics choose solid/stick deodorant
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- Figure 39: Forms of deodorants and antiperspirants used in last seven days, by gender, January 2012-March 2013
- Roll-on forms still popular with Spanish-speaking audience
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- Figure 40: Types of deodorants and antiperspirants used in last seven days, by language spoken in home, January 2012-March 2013
- Brand preferences defined by gender
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- Figure 41: Brands of deodorants and antiperspirants used in last seven days, by gender, January 2012-March 2013
Feminine Hygiene
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- Key points
- Spanish-dominant Hispanics using feminine hygiene products
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- Figure 42: Personal care products purchased in last six months—Feminine hygiene (e.g., tampons, sanitary napkins, etc.), by language spoken in the home, July 2013
- Brand loyalty demonstrated
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- Figure 43: Brands of tampons used, by household income, January 2012-March 2013
- Always brand is category leader
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- Figure 44: Brands of sanitary pads and napkins used, January 2012-March 2013
Perfume, Cologne, and Body Sprays
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- Key points
- Spanish-dominant Hispanics more likely to use perfume
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- Figure 45: Type of perfume, cologne, and toilet water used, by language spoken in home, January 2012-March 2013
- Perfume brands
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- Figure 46: Brands of perfume, cologne and toilet water used, by gender, January 2012-March 2013
Body/Hand Lotion
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- Key points
- Most Hispanics choose regular lotions
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- Figure 47: Types of moisturizers, creams, and lotions used, by gender, January 2012-March 2013
- Lotions with enhancements appeal to more acculturated Hispanics
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- Figure 48: Types of moisturizers, creams, and lotions used, by languages spoken in home, January 2012-March 2013
- No clear leading brand
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- Figure 49: Brands of moisturizers, creams, and lotions used, by language spoken in home, January 2012-March 2013
Shaving Supplies, Razors/Creams
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- Key points
- Most Hispanics use regular shaving cream
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- Figure 50: Types of shaving creams or gels used, by gender, January 2012-March 2013
- Less acculturated choose regular
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- Figure 51: Types of shaving creams or gels used, by language spoken in home, January 2012-March 2013
- Gillette leader among shaving creams
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- Figure 52: Brands of shaving creams or gels used, by gender, January 2012-March 2013
- Hispanic women looking for strong razor brand
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- Figure 53: Brands of razor used, by gender, January 2012-March 2013
Sun Protection, Block, Tanners
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- Key points
- SPF30+ used most by Hispanics by a wide measure
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- Figure 54: Type of sunscreen/suntan lotion used, by gender, January 2012-March 2013
- Young Hispanics are the sole audience looking to tan
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- Figure 55: Type of sunscreen/suntan lotion used, by age, January 2012-March 2013
- Banana Boat most popular brand among Hispanics
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- Figure 56: Brand of sunscreen/suntan lotion used, by language spoken in home, January 2012-March 2013
Facial Products
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- Key points
- Youthful population indicates specific facial cleansing needs
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- Figure 57: Type of facial cleansing products used, by age, January 2012-March 2013
- Neutrogena most popular brand
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- Figure 58: Brands of facial cleansing products used, by age, January 2012-March 2013
Where Products are Purchased
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- Key points
- Mass merchandisers are a preferred retailer of hygiene and beauty products
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- Figure 59: Type of retailer where hygiene and beauty products are purchased most often, July 2013
- Hispanic women more likely to use specialty channels
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- Figure 60: Type of retailer where hygiene and beauty products are purchased most often, by gender, July 2013
- Younger Hispanics shop at dollar stores
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- Figure 61: Type of retailer where hygiene and beauty products are purchased most often, by age, July 2013
- More affluent Hispanics shop online
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- Figure 62: Type of retailer where hygiene and beauty products are purchased most often, by household income, July 2013
- Hispanics are purchasing beauty care products at department stores
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- Figure 63: Type of retailer where beauty products are purchased most often, by type of beauty product, July 2013
Buying Decisions
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- Key points
- Recommendation from family/friend influences purchases most
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- Figure 64: Factors influencing buying decision, by gender, July 2013
- Social media outlets more influential among younger Hispanics
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- Figure 65: Factors influencing buying decision, by age, July 2013
- Spanish-speaking Hispanics are more influenced by friends and family
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- Figure 66: Factors influencing buying decision, by language spoken in the home, July 2013
- Professionals influence purchase of cosmetics and nail care products
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- Figure 67: Factors influencing buying decision, by type of personal care products purchased, July 2013
- Figure 68: Factors influencing buying decision, by personal care products purchased, July 2013
Influence of Promotions
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- Key points
- Sales are the most effective promotion
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- Figure 69: Influence of promotions, by gender, July 2013
- Promotions not speaking to least affluent Hispanics
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- Figure 70: Influence of promotions, by household income, July 2013
- English-speaking Hispanics are more swayed by promotions
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- Figure 71: Influence of promotions, by languages spoken in home, July 2013
- Drug stores and dollar stores effectively promoting products
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- Figure 72: Influence of promotions, by type of retailer where hygiene products are purchased most often, July 2013
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- Figure 73: Influence of promotions, by type of retailer where hygiene products are purchased most often, July 2013 (continued)
The Purchase Process
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- Key points
- Majority of Hispanics shop by browsing
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- Figure 74: Resources used when shopping for personal care products, by gender, July 2013
- Hispanics aged 35-44 more likely to refer to ads before shopping
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- Figure 75: Resources used when shopping for personal care products, by age, July 2013
- More affluent Hispanics participate in store loyalty programs
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- Figure 76: Resources used when shopping for personal care products, by household income, July 2013
- Department store shoppers looking for deals in print, online
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- Figure 77: Resources used when shopping for personal care products, by type of retailers where beauty products are purchased, July 2013
Attitudes toward Personal Care Products
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- Key points
- Good grooming is valued by Hispanics
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- Figure 78: Attitudes toward grooming and personal care products, by gender, July 2013
- Half of Hispanics think they need a makeover
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- Figure 79: Attitudes toward grooming and personal care products, by age, July 2013
- Looking one’s best at all times important for more affluent Hispanics
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- Figure 80: Attitudes toward grooming and personal care products, by household income, July 2013
- Individual uniqueness resonates with less acculturated Hispanics
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- Figure 81: Attitudes toward grooming and personal care products, by language spoken in home, July 2013
Appendix – Overview of the Hispanic Consumer
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- Key points
- Hispanic purchasing power projected to reach $1.7 trillion in four years
- Hispanic household income lags Whites and Asians
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- Figure 82: Median household income, by race/Hispanic origin of householder, 2011
- Hispanic male median personal income improved in 2011
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- Figure 83: Median personal incomes of people aged 15 or older, by Hispanic origin and gender, in inflation-adjusted dollars, 2001-11
- Hispanic unemployment rates declining
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- Figure 84: Percent unemployment at end of third quarter, by race/Hispanic origin, 2007-12
- Hispanics among the fastest-growing population segments in the U.S.
- Hispanics are overwhelmingly young
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- Figure 85: Generational profile, Hispanics versus non-Hispanics, 2011
- Hispanic households larger than non-Hispanic households
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- Figure 86: Average household size, by Hispanic origin/race of householder, 2001, 2008, and 2011
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- Figure 87: Number of households, by number of people in the household—Hispanics versus all, 2011
- Hispanic households have younger children
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- Figure 88: Number of households with children, by race and Hispanic origin of householder, 2012
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- Figure 89: Number of households, by race of householder and presence and ages of children, 2011
- Hispanic educational attainment generally high school or lower
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- Figure 90: Educational attainment of Hispanic men, by age, 2011
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- Figure 91: Educational attainment of Hispanic women, by age, 2011
- Hispanics overwhelmingly reside in Southern and Western America
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- Figure 92: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Immigration is declining—but immigration reform may present an opportunity
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- Figure 93: Estimates of the U.S. unauthorized immigrant population, 2000-11
Appendix – Other Useful Consumer Tables
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- Figure 94: Type of retailer where hygiene products are purchased, by gender, July 2013
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- Figure 95: Type of retailer where beauty products are purchased, by age, July 2013
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- Figure 96: Type of retailer where beauty products are purchased, by household income, July 2013
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- Figure 97: Factors influencing buying decision, by household income, July 2013
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- Figure 98: Influence of promotions, by age, July 2013
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- Figure 99: Influence of promotions, by type of retailer where beauty products are purchased, July 2013
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- Figure 100: Brands of deodorants and antiperspirants used in last seven days, by age, January 2012-March 2013
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Appendix – Social Media
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- Figure 101: Brand usage or awareness, July 2013
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- Figure 102: Dove usage or awareness, by demographics, July 2013
- Figure 103: Suave usage or awareness, by demographics, July 2013
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- Figure 104: Neutrogena usage or awareness, by demographics, July 2013
- Figure 105: Colgate usage or awareness, by demographics, July 2013
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- Figure 106: Avon usage or awareness, by demographics, July 2013
- Figure 107: Clinique usage or awareness, by demographics, July 2013
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- Figure 108: Social media activities, July 2013
- Figure 109: Dove—social media activities, by demographics, July 2013
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- Figure 110: Dove—social media activities, by demographics, July 2013
- Figure 111: Suave—social media activities, by demographics, July 2013
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- Figure 112: Suave—social media activities, by demographics, July 2013
- Figure 113: Neutrogena—social media activities, by demographics, July 2013
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- Figure 114: Colgate—social media activities, by demographics, July 2013
- Figure 115: Colgate—social media activities, by demographics, July 2013
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- Figure 116: Avon—social media activities, by demographics, July 2013
- Figure 117: Avon—social media activities, by demographics, July 2013
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- Figure 118: Clinique—social media activities, by demographics, July 2013
- Online conversations
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- Figure 119: Online mentions, selected personal care brands, Feb. 24-Aug. 25, 2013
- Figure 120: Mentions by page type, selected personal care brands, by week, Feb. 24-Aug. 25, 2013
- Figure 121: Mentions by type of conversation, selected personal care brands, Feb. 24-Aug. 25, 2013
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- Figure 122: Major areas of discussion surrounding personal care brands, by week, Feb. 24-Aug. 25, 2013
- Figure 123: Major areas of discussion surrounding personal care brands, by page type, Feb. 24-Aug. 25, 2013
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Appendix – Trade Associations
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