Table of Contents
Overview
-
- What you need to know
- Definition
Executive Summary
-
- Hispanics categorized into four segments based on attitudes toward household products
- The issues
- Hispanics lack engagement with household product categories
-
- Figure 1: Hispanics’ shopping behaviors – Select behaviors, by type of household product, April 2017
- Hispanics are satisfied with the household product brands they use
-
- Figure 2: Hispanics’ attitudes toward household product satisfaction and purchases, April 2017
- Environmentally friendly claims may have limited impact
-
- Figure 3: Hispanics’ attitudes toward household products and the environment, April 2017
- The opportunities
- Do not ignore functional factors
-
- Figure 4: TURF analysis – Dishwashing products purchase influencers, April 2017
- Do not ignore scent or aroma
-
- Figure 5: The influence of scent on Hispanics’ purchases of household products, indexed to all, April 2017
- Don’t ignore children
-
- Figure 6: Hispanics’ attitudes toward laundry, by presence of children in the household, April 2017
- What it means
The Market – What You Need to Know
-
- Hispanics’ expenditures on household products show moderate growth
- Four unique attitudinal segments for household products
- Women are still in charge
- The importance of environmentally friendly claims
- Other considerations to keep in mind:
Market Size
-
- Hispanics’ expenditures on household products show moderate growth
-
- Figure 7: Hispanic consumer expenditures for household products, at current prices, 2012-17
Household Products Attitudinal Segments
-
- There are four Hispanic attitudinal segments for household products
-
- Figure 8: Hispanics’ household products attitudinal segments, April 2017
- Environmental Loyalist Hispanics (21%)
- Characteristics
- Opportunities
-
- Figure 9: Profile of Environmental Loyalist Hispanics, April 2017
- Hispanic Unengaged Users (21%)
- Characteristics
- Opportunities
-
- Figure 10: Profile of Hispanic Unengaged Users, April 2017
- Hispanic Unsatisfied Users (25%)
- Characteristics
- Opportunities
-
- Figure 11: Profile of Hispanic Unsatisfied Users, April 2017
- Hispanic Unorganized Seekers (32%)
- Characteristics
- Opportunities
-
- Figure 12: Profile of Hispanic Unorganized Seekers, April 2017
Market Perspective
-
- Traditional gender roles still prevalent in Hispanic households
- Environmentally conscious Hispanics
-
- Figure 13: Incidence of consumers wanting to be seen as environmentally conscious, by Hispanic origin and language spoken at home, January 2016-March 2017
-
- Figure 14: Incidence of consumers considering eco-friendly products of higher quality, by Hispanic origin and language spoken at home, January 2016-March 2017
Market Factors
-
- The Hispanic market is young
-
- Figure 15: Population distribution, by Hispanic origin and generation share, 2017
- Larger families, larger messes
-
- Figure 16: Average number of people per household, by race and Hispanic origin, 2016
- Lower median household income forces Hispanics to prioritize spending
-
- Figure 17: Median household income, by race and Hispanic origin of householder, 2015
- Figure 18: Household income distribution, by race and Hispanic origin of householder, 2015
- Improving labor market may inspire Hispanics to increase discretionary spending
-
- Figure 19: Unemployment rate (seasonally adjusted), by Hispanic origin, January 2007-May 2017
Key Players – What You Need to Know
-
- Surface cleaners – Increasing focus on scent
- Dishwashing products – Removing food residue
- Laundry detergent – Also about scent and aromas
- Looking ahead
What’s Happening with Surface Cleaners
-
- Hispanics’ consumption of surface cleaners is widespread
-
- Figure 20: Surface cleaners households use, by Hispanic origin and language spoken at home, January 2016-March 2017
- There are differences in how products are used most often
-
- Figure 21: Types of surface cleaners households use the most, by Hispanic origin, January 2016-March 2017
- The focus is on scent
-
- Figure 22: Clorox Cleaning Bleach with Lemon Fresh Pine-Sol Scent, June 2017
- Figure 23: Fabuloso Multi-Purpose Cleaner with Bleach Alternative, November 2016
- Figure 24: Brands of surface cleaners households use the most, by Hispanic origin and language spoken at home, January 2016-March 2017
What’s Happening with Dishwashing Detergent
-
- Hispanics less likely to rely on dishwashing machines
-
- Figure 25: Types of dishwashing detergent households use, by Hispanic origin and language spoken at home, January 2016-March 2017
- Leading brands are focusing on attributes important to Hispanics
- A note about innovation
-
- Figure 26: Cascade Complete Dishwasher Detergent with Dawn Fighting Power, July 2017
- Divide and conquer
-
- Figure 27: Brands of dishwashing liquid detergent households use the most, by Hispanic origin and language spoken at home, January 2016-March 2017
-
- Figure 28: Brands of automatic dishwashing detergent households use the most, by Hispanic origin and language spoken at home, January 2016-March 2017
What’s Happening with Laundry Products
-
- The laundry detergent category is mature
-
- Figure 29: Types of laundry products households use, by Hispanic origin and language spoken at home, January 2016-March 2017
- Highlighting what matters
-
- Figure 30: Tide Plus Febreze Freshness Spring Renewal Laundry Detergent, June 2017
- Figure 31: Brands of laundry products households use the most, by Hispanic origin and language spoken at home, January 2016-March 2017
What’s Happening with Other Household Products
-
- Mature categories with consistent overall use
-
- Figure 32: Other types of products Hispanic households use, indexed to all, January 2016-March 2017
What’s Next
-
- Increasing opportunities for trial
- Increasing efforts to entice senses
- Increasing efforts to keep consumption within the brand portfolio
- Increasing support in the selection process
The Consumer – What You Need to Know
-
- Hispanics are lukewarm about household product categories
- For surface cleaners, Hispanics value multipurpose, scent, antibacterial
- Hispanics more likely to do dishwashing by hand
- Laundry detergent is all about the sense/aroma
- Children influence Hispanics’ attitudes toward laundry
Household Products Shopping Behaviors
-
- Hispanics lack engagement with these categories
-
- Figure 33: Hispanics’ shopping behaviors, by type of household product, April 2017
- Less-affluent Hispanics more likely to be reactive when purchasing household products
-
- Figure 34: Likelihood of Hispanics purchasing household products when they run out, by household income, April 2017
-
- Figure 35: Likelihood of Hispanics purchasing household products on sale, by household income, April 2017
- Brands need to prove themselves
-
- Figure 36: Likelihood of Hispanics purchasing household products to pay a quality premium, by level of acculturation, April 2017
-
- Figure 37: Likelihood of Hispanics to spend more for better quality, by household income, April 2017
Surface Cleaners Purchase Influencers
-
- Multipurpose, scent, antibacterial are key
- Multipurpose’s appeal increases with acculturation
- It’s not clean unless it smells clean
- The importance of brand
-
- Figure 38: Factors influencing Hispanics’ surface cleaners purchases, indexed to all, April 2017
-
- Figure 39: Select factors influencing Hispanics’ surface cleaners purchases, by level of acculturation, April 2017
- Hispanics look for different attributes depending on their segment
-
- Figure 40: Factors influencing Hispanics’ surface cleaners purchases, by household products attitudinal segments, April 2017
Dishwashing Products Purchase Influencers
-
- Hispanics more involved in dishwashing
-
- Figure 41: Factors influencing Hispanics’ dishwashing products purchases, indexed to all, April 2017
- Grease cutting power and scent matter
-
- Figure 42: TURF analysis – Dishwashing products purchase influencers, April 2017
-
- Figure 43: Table – TURF analysis – Dishwashing products purchase influencers, April 2017
- The concept of clean dishes changes with acculturation
-
- Figure 44: Select factors influencing Hispanics’ dishwashing products purchases, by level of acculturation, April 2017
Laundry Products Purchase Influencers
-
- For Hispanics, it’s all about the senses
-
- Figure 45: Factors influencing Hispanics’ laundry product purchases, indexed to all, April 2017
- Hispanic men play it safe
-
- Figure 46: Factors influencing Hispanics’ laundry products purchases, by gender and age, April 2017
- Laundry needs change with acculturation
-
- Figure 47: Select factors influencing Hispanics’ laundry products purchases, by level of acculturation, April 2017
Attitudes toward Laundry
-
- Hispanics value laundry products that address multiple needs
-
- Figure 48: Hispanics’ attitudes toward laundry, indexed to all, April 2017
-
- Figure 49: Hispanics’ attitudes toward laundry, by presence of children in the household, April 2017
- Laundry for Hispanic women is an art; it’s mechanical for Hispanic men
-
- Figure 50: Hispanics’ attitudes toward laundry, by gender and age, April 2017
Appendix – Data Sources and Abbreviations
-
- Data sources
- Expenditures data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- TURF analysis – Methodology
- A note on acculturation
Back to top