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Hispanic Consumers and Household Products - US - March 2014

“While Hispanic consumers are not a homogeneous group, one value that practically all share is their belief that personal appearance says a lot about a person. It is for this reason that they strive to take good care of their clothing and household. Brands that can partner with them to facilitate these objectives at an adequate value have a significant opportunity to succeed in this market.”

– Juan Ruiz, Senior Multicultural Analyst

Some questions answered in this report include:

  • How can brands engage the young Hispanics?
  • Shouldn’t all family-centric marketing be aimed at moms?
  • Can natural household products become relevant?

Hispanics are the largest and fastest growing minority group in the US with a purchasing power projected to reach $1.7 trillion by 2017. Because Hispanics tend to live in larger households, household cleaning and laundry products are in high demand. Hispanics enjoy scented products and other value-added segments, often agreeing that it is worth paying more for higher quality goods. They are brand loyal, but aware of costs and frequently look for value and ways to save money. Readers of this report will gain new insight on how members of this important demographic relate to household cleaning and laundry products.

This report builds on the analysis presented in Mintel’s Hispanics and Household Products—US, November 2012.

For the purposes of this report, “household products” include cleansing/toilet tissue, paper towels, napkins, household soaps/detergents, laundry cleaning products, and similar products.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Expenditure data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • 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

                                                                                                              Companies Covered

                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                              Hispanic Consumers and Household Products - US - March 2014

                                                                                                              US $3,995.00 (Excl.Tax)