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Hispanics and Personal Care - US - January 2011

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
Print
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

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