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Hispanics and Cleaning the House - US - April 2016

"Hispanics’ expenditures on household cleaning products have grown modestly as a result of Hispanics’ attention toward value and a gradually diminishing sense of urgency for keeping their homes spotlessly clean as they become more acculturated and adopt a more casual attitude toward household cleanliness. However, this is not to say that Hispanics consider cleaning their homes less important, but to emphasize that there are different segments within the Hispanic market – each with different priorities and needs. Brands need to clearly define which segment of Hispanics to focus on and nurture trust there. If done right, growth in other segments may follow."
- Juan Ruiz, Director of Hispanic Insights

This report discusses the following key topics:

  • There are four different Hispanic household cleaning segments 
  • Hispanics prioritize functional attributes when choosing what to buy
  • Trust is key

This Report explains Hispanics’ approach to cleaning their homes, including their involvement in cleaning chores and their attitudes toward cleaning the house and their cleaning approach, attributes they look for in cleaning products, and attitudes toward cleaning brands.

For the purposes of this Report, Mintel defines household cleaning products as surface cleaners, dishwashing products and household cleaning equipment:

  • Surface cleaners include all-purpose cleaner/disinfectant, toilet/tub/tile cleaners (abrasive tub/tile cleaner, nonabrasive tub/tile cleaner, toilet bowl cleaner, lime/rust remover), specialized surface cleaners (drain cleaner, glass cleaner, spray disinfectant, oven/appliance cleaner, metal cleaner/polish), household cleaner cloths, floor cleaners/wax removers, and furniture polish.
  • Dishwashing products include dishwashing liquid for hand-washing dishes, detergent for automatic dishwashers, and rinse aids for automatic dishwashers.
  • Household cleaning equipment includes mops, brooms, sponges, scouring pads, gloves, and other miscellaneous cleaning tools.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Hispanics are spending almost $2 billion on cleaning products
          • Figure 1: Total expenditures and fan chart forecast of Hispanic households on household cleaning products, at current prices, 2010-20
        • The issues
          • There are four different Hispanic household cleaning segments
            • Figure 2: Hispanics and cleaning the house segments, January 2016
          • Hispanics prioritize functional attributes when choosing what to buy
            • Figure 3: Important product attributes to Hispanics, January 2016
          • Trust is key
            • Figure 4: Hispanics’ attitudes toward cleaning brands, January 2016
          • The opportunities
            • Focusing on women (still)
              • Figure 5: Hispanics’ involvement in shopping for household care products, by gender and age, January 2016
            • Focusing on the rewards
              • Figure 6: Hispanics’ attitudes toward cleaning the house, January 2016
            • Focusing on understanding attitudinal shifts
              • Figure 7: Hispanics’ attitudes toward house cleaning, by level of acculturation, January 2016
            • Hispanics over index on a variety of cleaning products
              • Figure 8: Hispanic households’ cleaning product usage, indexed to all, October 2014-December 2015
            • What it means
            • The Market – What You Need to Know

              • Hispanics’ expenditures on cleaning products projected to reach $2.3 billion by 2020
                • Issues affecting how Hispanics clean their homes
                  • Market factors influencing this category
                    • Not all Hispanics clean the same way
                    • Market Size and Forecast

                      • Hispanics’ expenditures on cleaning products growing modestly
                        • Figure 9: Total expenditures and fan chart forecast of Hispanic households on household cleaning products, at current prices, 2010-20
                        • Figure 10: Total expenditures by Hispanic households on household cleaning products, at current prices, 2010-20
                    • Market Perspective

                      • Traditional gender roles
                        • The importance of appearances
                          • Hispanic homes are a reflection of themselves
                          • Market Factors

                            • Larger household size + presence of children = larger mess to clean
                              • Figure 11: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
                            • Hispanic market becoming bicultural
                              • Figure 12: Population by Hispanic origin and generation share, 2016
                          • Hispanics and Cleaning the House Segmentation

                            • Hispanics approach house cleaning in different ways
                              • Figure 13: Hispanics and cleaning the house segments, January 2016
                            • Natural Born Cleaners (40%)
                              • Characteristics
                                • Opportunities
                                  • Figure 14: Profile of Hispanic Natural Born Cleaners, January 2016
                                • Cleaning Chemists (20%)
                                  • Characteristics
                                    • Opportunities
                                      • Figure 15: Profile of Hispanic Cleaning Chemists, January 2016
                                    • Cleaning Superficials (24%)
                                      • Characteristics
                                        • Opportunities
                                          • Figure 16: Profile of Hispanic Cleaning Superficials, January 2016
                                        • Cleaning Averse (16%)
                                          • Characteristics
                                            • Opportunities
                                              • Figure 17: Profile of Cleaning Averse Hispanics, January 2016
                                            • Cluster methodology
                                            • Key Players – What You Need to Know

                                              • The mix of cleaning products at home changes with acculturation
                                                • Patience and persistence pay off
                                                  • The challenge of becoming a trusted brand
                                                    • Differentiation and trust trumps cost in the household cleaning categories
                                                    • What’s Working?

                                                      • Understanding Hispanic subsegments as they over index on a variety of cleaning products
                                                          • Figure 18: Hispanic households’ cleaning product usage, indexed to all, October 2014-December 2015
                                                        • It’s a long-term commitment
                                                          • Figure 19: Top brands of household cleaning products Hispanic households use, indexed to all, October 2014-December 2015
                                                      • What’s Challenging?

                                                        • Hispanics choose from a list
                                                          • Figure 20: Share of Hispanic households that use one brand only for selected household cleaning categories, by language spoken at home, indexed to all, October 2014-December 2015
                                                        • Generic brands not taking off
                                                          • Figure 21: Hispanic household use of store brands for selected household cleaning categories, by language spoken at home, indexed to all, October 2014-December 2015
                                                      • What’s Next?

                                                        • Opportunities to extend brands
                                                        • The Consumer – What You Need to Know

                                                          • Most Hispanics are involved in housecleaning
                                                            • Housecleaning, a rewarding sacrifice
                                                              • Hispanics have an arsenal of cleaning products at home
                                                                • Antibacterial, power against grease and dirt, and safety characteristics resonate well with Hispanics
                                                                  • Hispanics okay with the cleaning brands they use
                                                                  • Cleaning the House Involvement

                                                                    • One way or another, most Hispanics are involved in housecleaning
                                                                      • Figure 22: Hispanics’ involvement in cleaning the house, January 2016
                                                                    • As Hispanics get older, their cleaning roles change
                                                                      • Figure 23: Hispanics’ involvement in doing housecleaning, by gender and age, and by level of acculturation, January 2016
                                                                    • Hispanic women take the lead in what to buy
                                                                      • Figure 24: Hispanics’ involvement in shopping for household care products, by gender and age, and by level of acculturation, January 2016
                                                                  • Hispanics’ Attitudes toward Cleaning the House

                                                                    • Housecleaning can be daunting, but has its rewards
                                                                      • Hispanics’ opinions of cleaning tasks
                                                                        • The rewards of cleaning
                                                                          • Help wanted? Not really
                                                                            • Sense of duty may trump expectations of others for Hispanics to keep homes clean
                                                                              • Figure 25: Hispanics’ attitudes toward cleaning the house, January 2016
                                                                              • Figure 26: Hispanics’ attitudes toward cleaning the house, by household cleaning segment, January 2016
                                                                            • Hispanic men become more empathetic as they age
                                                                              • Figure 27: Ariel – #ShareTheLoad, February 2016
                                                                              • Figure 28: Hispanics’ attitudes toward the task of cleaning the house, by gender and age, January 2016
                                                                            • Acculturation removes sense of urgency
                                                                              • Figure 29: Hispanics’ attitudes toward the rewards and expectations of cleaning the house, by level of acculturation, January 2016
                                                                          • Hispanics’ Cleaning Approach

                                                                            • All-natural cleaners resonate well with Hispanics
                                                                              • Figure 30: Hispanics’ cleaning approach, indexed to all, January 2016
                                                                            • Hispanic women learn early about natural cleaning tips
                                                                              • Sophistication versus natural
                                                                                • Figure 31: Hispanics’ cleaning approach, by age and gender, January 2016
                                                                                • Figure 32: Hispanics’ cleaning approach, by level of acculturation, January 2016
                                                                            • Cleaning Products’ Attributes

                                                                              • Antibacterial, power against grease and dirt, and safety are top priorities
                                                                                • Figure 33: Important product attributes to Hispanics, indexed to all, January 2016
                                                                              • Getting rid of germs
                                                                                • Removing grease and dirt
                                                                                  • Protecting children, pets, and themselves
                                                                                    • It is not clean until it smells clean
                                                                                      • Figure 34: Important product attributes to Hispanics, by gender and age, January 2016
                                                                                      • Figure 35: Important product attributes to Hispanics, by level of acculturation, January 2016
                                                                                  • Hispanics’ Attitudes toward Cleaning Brands

                                                                                    • Trust in current brands biggest entry barrier to new brands
                                                                                      • Figure 36: Hispanics’ attitudes toward cleaning brands, January 2016
                                                                                    • Younger Hispanic women looking for their own cleaning identity
                                                                                      • Figure 37: Hispanics’ attitudes toward cleaning brands, January 2016
                                                                                    • With the right promotion, less-acculturated Hispanics more willing to try
                                                                                      • Figure 38: Hispanics’ attitudes toward cleaning brands, by level of acculturation, January 2016
                                                                                  • Appendix – Data Sources and Abbreviations

                                                                                    • Data sources
                                                                                      • Expenditures data
                                                                                        • Fan chart forecast
                                                                                          • Consumer survey data
                                                                                            • Abbreviations and terms
                                                                                              • Abbreviations
                                                                                                • A note on acculturation
                                                                                                • Appendix – Market

                                                                                                    • Figure 39: Total expenditures by Hispanic households on household cleaning products, at inflation-adjusted prices, 2010-20
                                                                                                • Appendix – Consumer

                                                                                                  • Brands by category
                                                                                                    • Figure 40: Brands of dishwashing liquid Hispanic households use, by language spoken at home, indexed to all, October 2014-December 2015
                                                                                                    • Figure 41: Brands of automatic dishwashing detergent Hispanic households use, by language spoken at home, indexed to all, October 2014-December 2015
                                                                                                    • Figure 42: Brands of rinse agents (dishwashing) Hispanic households use, by language spoken at home, indexed to all, October 2014-December 2015
                                                                                                    • Figure 43: Brands of scouring pads/sponges Hispanic households use, by language spoken at home, indexed to all, October 2014-December 2015
                                                                                                    • Figure 44: Brands of abrasive cleaners Hispanic households use, by language spoken at home, indexed to all, October 2014-December 2015
                                                                                                    • Figure 45: Brands of window/glass cleaners Hispanic households use, by language spoken at home, indexed to all, October 2014-December 2015
                                                                                                    • Figure 46: Brands of household cleaners Hispanic households use, by language spoken at home, indexed to all, October 2014-December 2015
                                                                                                    • Figure 47: Brands of household cleaning disposable wipes and floors Hispanic households use, by language spoken at home, indexed to all, October 2014-December 2015
                                                                                                    • Figure 48: Brands of in-tank toilet bowl cleaners Hispanic households use, by language spoken at home, indexed to all, October 2014-December 2015
                                                                                                    • Figure 49: Brands of in-bowl toilet cleaners Hispanic households use, by language spoken at home, indexed to all, October 2014-December 2015

                                                                                                Companies Covered

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                                                                                                Hispanics and Cleaning the House - US - April 2016

                                                                                                £3,174.67 (Excl.Tax)