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Hispanics and Personal Care - US - September 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Hispanic households spent an average of $570 annually on personal care
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
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
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
Figure 4: Type of retailer used for personal care product purchases, all Hispanics, July 2013
Spanish-speaking Hispanics more influenced by friends and family
Figure 5: Factors influencing buying decision, by language spoken in the home, July 2013
Promotions not speaking to least affluent Hispanics
Figure 6: Influence of promotions in the purchase decision, by household income, July 2013
Individual uniqueness resonates with less acculturated Hispanics
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
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
Trend: Return to the Experts
Trend: Non-Standard Society
Mintel Futures: Generation Next
HISPANIC EXPENDITURES ON PERSONAL CARE
Key points
Personal care spending stagnant
Figure 8: Average expenditures by Hispanic households for personal care products and services, at current prices, three-year rolling averages, 2007-12
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
Figure 11: Average expenditures for personal care products and services, by Hispanic and non-Hispanic households, indexed to all households, 2012
MARKETING STRATEGIES
Overview
Head & Shoulders partners with soccer star Lionel Messi
Figure 12: Head & Shoulders, television ad, 2012
Avon emphasizes personal touch
Figure 13: Avon, television ad, 2013
Eva Mendes provides crossover appeal for Pantene
Figure 14: Pantene, television ad, 2012
Figure 15: Pantene, television ad, 2012
Gillette speaks to Hispanic men looking to go hairless
Figure 16: Gillette, television ad, 2013
SOCIAL MEDIA—HISPANICS AND PERSONAL CARE
Key points
 KEY SOCIAL MEDIA METRICS
Figure 17: Key brand metrics, personal care brands, August 2013
Market overview
Brand usage and awareness
Figure 18: Usage and awareness of selected personal care brands, July 2013
Interaction with brands
Figure 19: Interaction with selected personal care brands, July 2013
Online conversations
Figure 20: Online mentions, selected personal care brands, by week, Feb. 24-Aug. 25, 2013
Where are people talking about personal care brands?
Figure 21: Mentions by page type, selected personal care brands, Feb. 24-Aug. 25, 2013
What are people talking about?
Figure 22: Mentions by type of conversation, selected personal care brands, Feb. 24-Aug. 25, 2013
Figure 23: Major areas of discussion surrounding personal care brands, by page type, Feb. 24-Aug. 25, 2013
 BRAND ANALYSIS
Avon
Figure 24: Avon key social media indicators, August 2013
Key online campaigns
What we think
Clinique
Figure 25: Clinique key social media indicators, August 2013
Key online campaigns
What we think
Suave
Figure 26: Suave key social media indicators, August 2013
Key online campaigns
What we think
Neutrogena
Figure 27: Neutrogena key social media indicators, August 2013
Key online campaigns
What we think
Dove
Figure 28: Dove key social media indicators, August 2013
Key online campaigns
What we think
Colgate
Figure 29: Colgate key social media indicators, August 2013
Key online campaigns
What we think
PERSONAL CARE PRODUCTS PURCHASED
Key points
Nearly all Hispanics buy hygiene products, beauty products less frequent
Figure 30: Personal care products purchased, July 2013
Nine in 10 Hispanic women buy personal care products of all types
Figure 31: Personal care products purchased in last six months—any purchase, by gender, July 2013
Hygiene product purchases largely unaffected by acculturation
Figure 32: Personal care products purchased—any purchase in last six months, by languages spoken in home, July 2013
ORAL CARE
Key points
Regular toothpaste is used most frequently
Figure 33: Types of toothpaste used most often, by gender, January 2012-March 2013
Spanish-speaking respondents less likely to use whitening toothpaste
Figure 34: Types of toothpaste used most often, by language spoken in home, January 2012-March 2013
Colgate dominant brand among Hispanic consumers
Figure 35: Brands of toothpaste used most often, by gender, January 2012-March 2013
HAIRCARE
Key points
Hispanic women seek a wide variety of haircare products
Figure 36: Types of shampoo used in last seven days, by gender, January 2012-March 2013
Head & Shoulders recently rises to most popular brand
Figure 37: Brands of shampoo used in last seven days, by gender, January 2012-March 2013
TRESemmé popular among younger Hispanics
Figure 38: Brands of shampoo used in last seven days, by age, January 2012-March 2013
DEODORANTS/ANTIPERSPIRANTS
Key points
Most Hispanics choose solid/stick deodorant
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
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
Figure 41: Brands of deodorants and antiperspirants used in last seven days, by gender, January 2012-March 2013
FEMININE HYGIENE
Key points
Spanish-dominant Hispanics using feminine hygiene products
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
Figure 43: Brands of tampons used, by household income, January 2012-March 2013
Always brand is category leader
Figure 44: Brands of sanitary pads and napkins used, January 2012-March 2013
PERFUME, COLOGNE, AND BODY SPRAYS
Key points
Spanish-dominant Hispanics more likely to use perfume
Figure 45: Type of perfume, cologne, and toilet water used, by language spoken in home, January 2012-March 2013
Perfume brands
Figure 46: Brands of perfume, cologne and toilet water used, by gender, January 2012-March 2013
BODY/HAND LOTION
Key points
Most Hispanics choose regular lotions
Figure 47: Types of moisturizers, creams, and lotions used, by gender, January 2012-March 2013
Lotions with enhancements appeal to more acculturated Hispanics
Figure 48: Types of moisturizers, creams, and lotions used, by languages spoken in home, January 2012-March 2013
No clear leading brand
Figure 49: Brands of moisturizers, creams, and lotions used, by language spoken in home, January 2012-March 2013
SHAVING SUPPLIES, RAZORS/CREAMS
Key points
Most Hispanics use regular shaving cream
Figure 50: Types of shaving creams or gels used, by gender, January 2012-March 2013
Less acculturated choose regular
Figure 51: Types of shaving creams or gels used, by language spoken in home, January 2012-March 2013
Gillette leader among shaving creams
Figure 52: Brands of shaving creams or gels used, by gender, January 2012-March 2013
Hispanic women looking for strong razor brand
Figure 53: Brands of razor used, by gender, January 2012-March 2013
SUN PROTECTION, BLOCK, TANNERS
Key points
SPF30+ used most by Hispanics by a wide measure
Figure 54: Type of sunscreen/suntan lotion used, by gender, January 2012-March 2013
Young Hispanics are the sole audience looking to tan
Figure 55: Type of sunscreen/suntan lotion used, by age, January 2012-March 2013
Banana Boat most popular brand among Hispanics
Figure 56: Brand of sunscreen/suntan lotion used, by language spoken in home, January 2012-March 2013
FACIAL PRODUCTS
Key points
Youthful population indicates specific facial cleansing needs
Figure 57: Type of facial cleansing products used, by age, January 2012-March 2013
Neutrogena most popular brand
Figure 58: Brands of facial cleansing products used, by age, January 2012-March 2013
WHERE PRODUCTS ARE PURCHASED
Key points
Mass merchandisers are a preferred retailer of hygiene and beauty products
Figure 59: Type of retailer where hygiene and beauty products are purchased most often, July 2013
Hispanic women more likely to use specialty channels
Figure 60: Type of retailer where hygiene and beauty products are purchased most often, by gender, July 2013
Younger Hispanics shop at dollar stores
Figure 61: Type of retailer where hygiene and beauty products are purchased most often, by age, July 2013
More affluent Hispanics shop online
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
Figure 63: Type of retailer where beauty products are purchased most often, by type of beauty product, July 2013
BUYING DECISIONS
Key points
Recommendation from family/friend influences purchases most
Figure 64: Factors influencing buying decision, by gender, July 2013
Social media outlets more influential among younger Hispanics
Figure 65: Factors influencing buying decision, by age, July 2013
Spanish-speaking Hispanics are more influenced by friends and family
Figure 66: Factors influencing buying decision, by language spoken in the home, July 2013
Professionals influence purchase of cosmetics and nail care products
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
Key points
Sales are the most effective promotion
Figure 69: Influence of promotions, by gender, July 2013
Promotions not speaking to least affluent Hispanics
Figure 70: Influence of promotions, by household income, July 2013
English-speaking Hispanics are more swayed by promotions
Figure 71: Influence of promotions, by languages spoken in home, July 2013
Drug stores and dollar stores effectively promoting products
Figure 72: Influence of promotions, by type of retailer where hygiene products are purchased most often, July 2013
Figure 73: Influence of promotions, by type of retailer where hygiene products are purchased most often, July 2013 (continued)
THE PURCHASE PROCESS
Key points
Majority of Hispanics shop by browsing
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
Figure 75: Resources used when shopping for personal care products, by age, July 2013
More affluent Hispanics participate in store loyalty programs
Figure 76: Resources used when shopping for personal care products, by household income, July 2013
Department store shoppers looking for deals in print, online
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
Key points
Good grooming is valued by Hispanics
Figure 78: Attitudes toward grooming and personal care products, by gender, July 2013
Half of Hispanics think they need a makeover
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
Figure 80: Attitudes toward grooming and personal care products, by household income, July 2013
Individual uniqueness resonates with less acculturated Hispanics
Figure 81: Attitudes toward grooming and personal care products, by language spoken in home, July 2013
APPENDIX – OVERVIEW OF THE HISPANIC CONSUMER
Key points
Hispanic purchasing power projected to reach $1.7 trillion in four years
Hispanic household income lags Whites and Asians
Figure 82: Median household income, by race/Hispanic origin of householder, 2011
Hispanic male median personal income improved in 2011
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
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
Figure 85: Generational profile, Hispanics versus non-Hispanics, 2011
Hispanic households larger than non-Hispanic households
Figure 86: Average household size, by Hispanic origin/race of householder, 2001, 2008, and 2011
Figure 87: Number of households, by number of people in the household—Hispanics versus all, 2011
Hispanic households have younger children
Figure 88: Number of households with children, by race and Hispanic origin of householder, 2012
Figure 89: Number of households, by race of householder and presence and ages of children, 2011
Hispanic educational attainment generally high school or lower
Figure 90: Educational attainment of Hispanic men, by age, 2011
Figure 91: Educational attainment of Hispanic women, by age, 2011
Hispanics overwhelmingly reside in Southern and Western America
Figure 92: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
Immigration is declining—but immigration reform may present an opportunity
Figure 93: Estimates of the U.S. unauthorized immigrant population, 2000-11
APPENDIX – OTHER USEFUL CONSUMER TABLES
Figure 94: Type of retailer where hygiene products are purchased, by gender, July 2013
Figure 95: Type of retailer where beauty products are purchased, by age, July 2013
Figure 96: Type of retailer where beauty products are purchased, by household income, July 2013
Figure 97: Factors influencing buying decision, by household income, July 2013
Figure 98: Influence of promotions, by age, July 2013
Figure 99: Influence of promotions, by type of retailer where beauty products are purchased, July 2013
Figure 100: Brands of deodorants and antiperspirants used in last seven days, by age, January 2012-March 2013
APPENDIX – SOCIAL MEDIA
Figure 101: Brand usage or awareness, July 2013
Figure 102: Dove usage or awareness, by demographics, July 2013
Figure 103: Suave usage or awareness, by demographics, July 2013
Figure 104: Neutrogena usage or awareness, by demographics, July 2013
Figure 105: Colgate usage or awareness, by demographics, July 2013
Figure 106: Avon usage or awareness, by demographics, July 2013
Figure 107: Clinique usage or awareness, by demographics, July 2013
Figure 108: Social media activities, July 2013
Figure 109: Dove—social media activities, by demographics, July 2013
Figure 110: Dove—social media activities, by demographics, July 2013
Figure 111: Suave—social media activities, by demographics, July 2013
Figure 112: Suave—social media activities, by demographics, July 2013
Figure 113: Neutrogena—social media activities, by demographics, July 2013
Figure 114: Colgate—social media activities, by demographics, July 2013
Figure 115: Colgate—social media activities, by demographics, July 2013
Figure 116: Avon—social media activities, by demographics, July 2013
Figure 117: Avon—social media activities, by demographics, July 2013
Figure 118: Clinique—social media activities, by demographics, July 2013
Online conversations
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
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
APPENDIX – TRADE ASSOCIATIONS

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