Table of Contents
Executive Summary
-
- Hispanic expenditures on household products reach $5 billion
-
- Figure 1: Hispanic household expenditures for household cleaning and paper products, at current prices, 2008-13
- Hispanics use more brands of household cleaners
-
- Figure 2: Number of brands of household cleaners used by household, by Hispanic origin, July 2012-September 2013
- Hispanics want cleaners that disinfect and have a good scent
-
- Figure 3: Hispanics’ attitudes toward cleaning and household products (any agree), November 2013
- More affluent Hispanics represent target audience for natural products
-
- Figure 4: Hispanics’ attitudes toward organic and environmentally friendly household cleaning products (any agree), by household income, November 2013
- Spanish-speaking Hispanics more willing to pay more for brand they trust
-
- Figure 5: Hispanics’ attitudes toward shopping for laundry products, by language spoken in home, November 2013
- Hispanics take pride in how they care for apparel
-
- Figure 6: Hispanics’ attitudes toward doing laundry (any agree), November 2013
- Low brand loyalty for paper towels, napkins and facial tissues
-
- Figure 7: Hispanics’ shopping habits for toilet paper, paper towels and napkins, and facial tissues, November 2013
- Hispanic men interested in value-added facial tissue products
-
- Figure 8: Hispanics’ attitudes toward facial tissues, by gender, November 2013
- What we think
Issues and Insights
-
- How can brands engage the young Hispanics?
- The issues:
- The implications: Private labels can emphasize price and value
- Shouldn’t all family-centric marketing be aimed at moms?
- The issues:
- The implications: Target Hispanic men with higher quality, value-added products
- Can natural household products become relevant?
- The issues:
- The implications: Focus on the children, both then and now
Trend Application
-
- Trend: Prepare for the Worst
- Trend: Survival Skills
- Trend: Greenfluencers
Market Size and Forecast
-
- Key points
- Hispanic expenditures on household products reached $5 billion in 2013
-
- Figure 9: Hispanic household expenditures for household cleaning and paper products, at current prices, 2008-13
- Hispanics account for 15.1% of the market—equivalent to adult population share
-
- Figure 10: Household expenditures for household cleaning and paper products, at current prices, by Hispanic origin, 2008-13
The Hispanic Household Products Consumer
-
- Key points
- Hispanics over index for use of disinfectants, deodorizers
-
- Figure 11: Types of cleaners used by household, by Hispanic origin, July 2012-September 2013
- More than eight in 10 Hispanics use fabric softeners
-
- Figure 12: Household use of fabric softeners, by Hispanic origin, July 2012-September 2013
- Hispanics more likely to use fabric softener in rinse cycle
-
- Figure 13: How household uses of fabric softeners, by Hispanic origin, July 2012-September 2013
- Hispanics more likely to use powdered detergent
-
- Figure 14: Types of laundry soaps and detergents used, by household, by Hispanic origin, July 2012-September 2013
- Hispanics use an average of 8.2 cleaning brands
-
- Figure 15: Number of brands of household cleaners used by household, by Hispanic origin, July 2012-September 2013
- Bounty most popular paper napkin brand among Hispanics
-
- Figure 16: Paper napkin brands used by household, by Hispanic origin, July 2012-September 2013
- Gain and Tide HE are most popular among Hispanics
-
- Figure 17: Laundry soap/detergent brands used by household in the last seven days, by Hispanic origin, July 2012-September 2013
- Downy Liquid and Suavitel Liquid most popular among Hispanics
-
- Figure 18: Fabric softener brands used by household, by Hispanic origin, July 2012-September 2013
- Clorox’s effort to target Hispanics proves successful
-
- Figure 19: Disposable wipes and floor cleaner brands used by household in the last six months, by Hispanic origin, July 2012-September 2013
Marketing Strategies
-
- Hispanics want to be entertained by advertising
- Clorox emphasizes scent and value—targets Hispanics with new line
-
- Figure 20: Clorox lemon bleach, television ad, 2013
-
- Figure 21: Clorox “twice as many loads,” television ad, 2013
- Gain markets to Hispanics with online novela
-
- Figure 22: Gain, Aroma de Amor web series, 2013
- Bounty “cleans up” Miami’s Carnaval Celebration
-
- Figure 23: Bounty “Comercial de Bounty Select-a-Size,” television ad, 2013
- Procter & Gamble’s “Have You Tried This Yet?” focuses on moms
Hispanics’ Use of Household Products
-
- Key points
- Household products purchased by nearly all Hispanic households
-
- Figure 24: Hispanics’ personal purchases of household products, by gender, November 2013
- Young Hispanics under index for purchase of all household products
-
- Figure 25: Hispanics’ personal purchasing of household products, by age, November 2013
- Hispanics with children more likely to use facial tissues
-
- Figure 26: Hispanics’ personal purchases of household products, by presence of children in household, November 2013
Attitudes Toward Cleaning and Household Products
-
- Key points
- Hispanics want cleaners that disinfect and have a good scent
-
- Figure 27: Hispanics’ attitudes toward cleaning and household products (any agree), by gender, November 2013
- Scent most important to 25-44s
-
- Figure 28: Hispanics’ attitudes toward cleaning and household products (any agree), by age, November 2013
- Less affluent Hispanics show more loyalty to brands
-
- Figure 29: Hispanics’ attitudes toward cleaning and household products (any agree), by household income, November 2013
- Teaching children how to clean is important to Hispanics
-
- Figure 30: Hispanics’ attitudes toward cleaning and household products (any agree), by language spoken in home, November 2013
Attitudes Toward “Natural” Household Cleaning Products
-
- Key points
- Environmentally friendly products face hurdles of price and quality
-
- Figure 31: Hispanics’ attitudes toward organic and environmentally friendly household cleaning products (any agree), by gender, November 2013
- Hispanics of all ages concerned about the effect products have on skin
-
- Figure 32: Hispanics’ attitudes toward organic and environmentally friendly household cleaning products (any agree), by age, November 2013
- More affluent Hispanics represent target audience for natural products
-
- Figure 33: Hispanics’ attitudes toward organic and environmentally friendly household cleaning products (any agree), by household income, November 2013
- Half of Spanish-speaking Hispanics prefer natural cleaning products
-
- Figure 34: Hispanics’ attitudes toward organic and environmentally friendly household cleaning products (any agree), by language spoken in home, November 2013
Attitudes Toward Shopping for Laundry Products
-
- Key points
- Hispanics focus on brand, price, and quantity
-
- Figure 35: Hispanics’ attitudes toward shopping for laundry products, by gender, November 2013
- Young Hispanics deciding in store
-
- Figure 36: Hispanics’ attitudes toward shopping for laundry products, by age, November 2013
- Attitudes toward price unaffected by household income
-
- Figure 37: Hispanics’ attitudes toward shopping for laundry products, by household income, November 2013
- Spanish-speaking Hispanics more likely to pay more for brand they trust
-
- Figure 38: Hispanics’ attitudes toward shopping for laundry products, by language spoken in home, November 2013
Laundry Habits and Practices
-
- Key points
- Slightly more than half would switch laundry product brands
-
- Figure 39: Hispanics’ laundry habits and practices, by gender, November 2013
- More affluent Hispanics use special detergents for delicates, dark colors
-
- Figure 40: Hispanics’ laundry habits and practices, by household income, November 2013
- Spanish-speaking Hispanics use scent boosters
-
- Figure 41: Hispanics’ laundry habits and practices, by language spoken in home, November 2013
- Opportunity for different detergents for kids’ stains
-
- Figure 42: Hispanics’ laundry habits and practices, by presence of children in household, November 2013
Attitudes Toward Doing Laundry
-
- Key points
- Hispanics associate taking care of laundry with taking care of family
-
- Figure 43: Hispanics’ attitudes toward doing laundry (any agree), by gender, November 2013
- Hispanics of all ages take pride in how they care for apparel
-
- Figure 44: Hispanics’ attitudes toward doing laundry (any agree), by age, November 2013
- Less acculturated Hispanics looking for tips and advice
-
- Figure 45: Hispanics’ attitudes toward doing laundry (any agree), by language spoken in home, November 2013
Attitudes Toward Toilet Paper
-
- Key points
- Opportunity for name brand, value-added toilet paper products
-
- Figure 46: Hispanics’ attitudes toward toilet paper, by gender, November 2013
- Younger Hispanics more open to variety and value-added products
-
- Figure 47: Hispanics’ attitudes toward toilet paper, by age, November 2013
- Price largely determines younger Hispanics’ buying decisions
-
- Figure 48: Hispanics’ attitudes toward shopping for toilet paper, by age, November 2013
- Less acculturated Hispanics looking to make an impression on guests
-
- Figure 49: Hispanics’ attitudes toward toilet paper, by language spoken in home, November 2013
- Hispanics buying toilet paper at value-oriented retail channels
-
- Figure 50: Hispanics’ attitudes toward shopping for toilet paper, by gender, November 2013
- More affluent Hispanics seek quality
-
- Figure 51: Hispanics’ attitudes toward shopping for toilet paper, by household income, November 2013
Attitudes Toward Paper Towels and Napkins
-
- Key points
- Paper products valued for convenience, considered more sanitary
-
- Figure 52: Hispanics’ attitudes toward paper towels and napkins, by gender, November 2013
- Fewer than half of Hispanics have a brand preference
-
- Figure 53: Hispanics’ attitudes toward shopping for paper towels and napkins, by gender, November 2013
- Young Hispanics have less affinity for paper towels and napkins—cost is a key consideration
-
- Figure 54: Hispanics’ attitudes toward paper towels and napkins, by age, November 2013
- Older Hispanics are more brand loyal—possibly out of habit
-
- Figure 55: Hispanics’ attitudes toward shopping for paper towels and napkins, by age, November 2013
- More affluent Hispanics willing to pay for quality
-
- Figure 56: Hispanics’ attitudes toward shopping for paper towels and napkins, by household income, November 2013
- Less acculturated Hispanics more likely to switch brands
-
- Figure 57: Hispanics’ attitudes toward paper towels and napkins, by language spoken in home, November 2013
- Spanish-dominant Hispanics not buying in bulk
-
- Figure 58: Hispanics’ attitudes toward shopping for paper towels and napkins, by language spoken in home, November 2013
Attitudes Toward Facial Tissues
-
- Key points
- Hispanic men interested in value-added facial tissue products
-
- Figure 59: Hispanics’ attitudes toward facial tissues, by gender, November 2013
- Half of men indicate a willingness to pay more for better quality tissues
-
- Figure 60: Hispanics’ attitudes toward shopping for facial tissue, by gender, November 2013
- Spanish-speaking Hispanics interested in value-added tissue
-
- Figure 61: Hispanics’ attitudes toward facial tissues, by language spoken in home, November 2013
- Presence of children in household influences facial tissue preference
-
- Figure 62: Hispanics’ attitudes toward facial tissues, by presence of children in household, November 2013
- Hispanic parents not settled on any one brand
-
- Figure 63: Hispanics’ attitudes toward shopping for facial tissue, by presence of children in household, November 2013
- Opportunity to promote value to less affluent Hispanics
-
- Figure 64: Hispanics’ attitudes toward shopping for facial tissue, by household income, November 2013
Interest in Niche Household Products
-
- Key points
- Room for growth for niche household products among Hispanics
-
- Figure 65: Interest in niche household paper products (use/have used and would use again), by gender, November 2013
- Nearly half of Hispanics interested in trying niche products
-
- Figure 66: Interest in niche household product (have not used but I am interested in using), by gender, November 2013
- Hispanics of all household income levels use niche products
-
- Figure 67: Interest in niche household product (use/have used and would use again), by household income, November 2013
- Spanish-speaking Hispanics more likely to use niche products
-
- Figure 68: Interest in niche household product (use/have used and would use again), by language spoken in home, November 2013
- Hispanics with children more likely to use niche products
-
- Figure 69: Interest in niche household product (use/have used and would use again), by presence of children in household, November 2013
Appendix – Demographic Profile of US Hispanics
-
- Key points
- Population trends
-
- Figure 70: Population by race and Hispanic origin, 2009-19
- Figure 71: Population, by race/Hispanic origin, 1970-2020
-
- Figure 72: Asian, Black, and Hispanic populations, 1970-2020
- Hispanic share of births
-
- Figure 73: Distribution of births, by race and Hispanic origin of mother, 2002-12
- The Hispanic and total US population by age
-
- Figure 74: Hispanic share of the population, by age, 2009-19
- The Hispanic and total US population by gender
-
- Figure 75: Population, by gender and Hispanic origin, 2009-19
-
- Figure 76: Age distribution of women, by Hispanic origin, 2014
- Figure 77: Age distribution of men, by Hispanic origin, 2014
- Characteristics
- Marital status
-
- Figure 78: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
-
- Figure 79: Marital status of Hispanics, by age, 2013
- Figure 80: Gender ratio, by age and Hispanic origin, 2014
- Household size
-
- Figure 81: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
- Children in the household
-
- Figure 82: Households, by presence and ages of own children, 2013
- Generations
-
- Figure 83: Generations, by Hispanic origin, 2014
- Figure 84: Distribution of generations by race and Hispanic origin, 2014
- Hispanics by country of origin/heritage
-
- Figure 85: Hispanic population, by country of origin/heritage
- Mexicans (63% of US Hispanics)
-
- Figure 86: Number of tortilla-related products launched per year in the US, 1996-2013
- Puerto Ricans (9% of US Hispanics)
- Cubans (4% of US Hispanics)
- Dominicans (3% of US Hispanics)
- Central Americans (8% of US Hispanics)
- South Americans (5% of US Hispanics)
-
- Figure 87: US Hispanic population, by country of origin/heritage, 2000-10
-
- Figure 88: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Hispanics by geographic concentration
-
- Figure 89: Hispanic population, by region of residence, 2000-10
- Figure 90: Hispanic or Latino population as a percent of total population by county, 2010
- States with the most Hispanic population growth
-
- Figure 91: States ranked by change in Hispanic population, 2000-10
- Figure 92: Percent change in Hispanic or Latino population by county, 2000-10
- Key Hispanic metropolitan areas
-
- Figure 93: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
- Hispanics online
-
- Figure 94: Internet use among Hispanics aged 18+, 2013
Appendix – Acculturation
-
- What is acculturation?
-
- Figure 95: Acculturation diagram
-
- Figure 96: Variables that affect acculturation
- Why is level of acculturation important?
- Levels of acculturation
-
- Figure 97: Characteristics of primary acculturation levels
- What is retroacculturation?
Appendix – Other Useful Consumer Tables
-
- Household products use
-
- Figure 98: Hispanics’ personal purchases of household products, by language spoken in home, November 2013
- Attitudes toward cleaning and household products
-
- Figure 99: Attitudes toward cleaning and household products (any agree), by presence of children in household, November 2013
- Attitudes toward organic and environmentally friendly products
-
- Figure 100: Attitudes toward organic and environmentally friendly household cleaning products (any agree), by presence of children in household, November 2013
- Attitudes toward shopping for laundry products
-
- Figure 101: Attitudes toward shopping for laundry products, by presence of children in household, November 2013
- Laundry habits and practices
-
- Figure 102: Laundry habits and practices, by age, November 2013
- Attitudes toward doing the laundry
-
- Figure 103: Attitudes toward doing laundry (any agree), by household income, November 2013
-
- Figure 104: Attitudes toward doing laundry (any agree), by presence of children in household, November 2013
- Attitudes toward toilet paper
-
- Figure 105: Attitudes toward toilet paper, by household income, November 2013
-
- Figure 106: Attitudes toward toilet paper, by presence of children in household, November 2013
- Attitudes toward household paper products
-
- Figure 107: Hispanics’ attitudes toward shopping for toilet paper, by language spoken in home, November 2013
-
- Figure 108: Hispanics’ attitudes toward shopping for toilet paper, by presence of children in household, November 2013
- Attitudes toward paper towels and napkins
-
- Figure 109: Attitudes toward paper towels and napkins, by presence of children in household, November 2013
-
- Figure 110: Hispanics’ attitudes toward shopping for paper towels and napkins, by presence of children in household, November 2013
- Attitudes toward facial tissues
-
- Figure 111: Attitudes toward facial tissues, by household income, November 2013
-
- Figure 112: Hispanics’ attitudes toward shopping for facial tissue, by age, November 2013
-
- Figure 113: Hispanics’ attitudes toward shopping for facial tissue, by language spoken in home, November 2013
- Interest in niche products
-
- Figure 114: Interest in niche household product (used/have used and would not use again), by gender, November 2013
-
- Figure 115: Interest in niche household product (used/have used and would not use again), by age, November 2013
-
- Figure 116: Interest in niche household product (used/have used and would not use again), by household income, November 2013
-
- Figure 117: Interest in niche household product (used/have used and would not use again), by language spoken in home, November 2013
-
- Figure 118: Interest in niche household product (used/have used and would not use again), by presence of children in household, November 2013
-
- Figure 119: Interest in niche household product (have not used but I am not interested in using), by gender, November 2013
-
- Figure 120: Interest in niche household product (have not used but am not interested in using), by household income, November 2013
-
- Figure 121: Interest in niche household product (have not used but I am not interested in using), by language spoken in home, November 2013
-
- Figure 122: Interest in niche household product (have not used but I am not interested in using), by presence of children in household, November 2013
-
- Figure 123: Interest in niche household product (not interested), by gender, November 2013
-
- Figure 124: Interest in niche household product (not interested), by household income, November 2013
-
- Figure 125: Interest in niche household product (not interested), by language spoken in home, November 2013
-
- Figure 126: Interest in niche household product (not interested), by presence of children in household, November 2013
-
- Figure 127: Interest in niche household product (interested in trying), by gender, November 2013
-
- Figure 128: Interest in niche household product (interested in trying), by household income, November 2013
-
- Figure 129: Interest in niche household product (interested in trying), by language spoken in home, November 2013
-
- Figure 130: Interest in niche household product (interested in trying), by presence of children in household, November 2013
-
- Figure 131: Interest in niche household product (have not used but I am interested in using), by age, November 2013
-
- Figure 132: Interest in niche household product (have not used but I am interested in using), by language spoken in home, November 2013
-
- Figure 133: Interest in niche household product (have not used but I am interested in using), by presence of children in household, November 2013
Appendix – Trade Associations
Back to top