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Hispanics and Household Products - US - November 2012

“The likelihood of Hispanic consumers purchasing various types of household products and their attitudes toward these products are among the key issues discussed in this report. Hispanics seek dependability and trust when buying household products, and having past experience with an item is the leading factor in what leads them to make a purchase. Cost is also a key factor, but Hispanics are less likely to ‘trade down’ to a bargain product and instead choose from a few preferred brands. Marketers should therefore understand that Hispanics are more likely to associate value with product quality than with the ability to obtain household goods at the lowest available price.”

– Adam Jacobson, Multicultural Analyst

Some questions answered in this report include:

  • What factors are of primary importance to Hispanic consumers when choosing household products?
  • Can household products benefit from packaging that includes words and phrases in Spanish?
  • Should marketers rethink the ways they target younger Hispanic adults?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Hispanics’ expenditures compared to the total population
                            • Figure 1: Total expenditures on household cleaning and laundry products, by Hispanic origin, 2007-12
                          • Cleaning responsibilities of the household
                            • Figure 2: Likelihood of handling household cleaning responsibilities, by gender, July 2012
                          • Types of household paper goods used by Hispanics
                            • Figure 3: Household use of paper towels, facial tissues, and paper napkins, by race/Hispanic origin, April 2011-June 2012
                          • Brand allegiance among Hispanics who purchase household products
                            • Figure 4: Purchasing preferences of household products among Hispanic adults, July 2012
                          • Key factors when purchasing laundry detergents
                            • Figure 5: Top five factors influencing Hispanics' choice of laundry detergents, by language spoken in the home, July 2012
                          • Likelihood of using cleaning wipes
                            • Figure 6: Hispanics' likelihood of using cleaning wipes, July 2012
                          • Preferred scents of air fresheners
                            • Figure 7: Hispanics' preferred scent of air fresheners, by gender, July 2012
                          • Preferred retailers of household products
                            • Figure 8: Hispanics' preferred retailer of household cleaning products, by language spoken in the home, July 2012
                          • The consumer
                            • U.S. Hispanic population
                              • Figure 9: Population, by race/Hispanic origin, 2007-17
                            • Hispanic household size
                              • Figure 10: Average household size, by Hispanic origin/race of householder, 2001, 2008, and 2011
                            • Hispanic purchasing power
                              • Figure 11: Purchasing power, by race/Hispanic origin, 1990-2017
                            • What we think
                            • Issues in the Market

                                • What factors are of primary importance to Hispanic consumers when choosing household products?
                                  • Can household products benefit from packaging that includes words and phrases in Spanish?
                                    • Should marketers rethink the ways they target younger Hispanic adults?
                                    • Insights and Opportunities

                                      • Eco-friendly household products can gain from Spanish-language marketing strategies
                                        • Mature household product categories can see new gains from Hispanics
                                        • Trend Applications

                                            • Trend: Men Shopping Badly
                                              • Trend: Home of the Senses
                                                • 2015 Trend: Old Gold
                                                • The Hispanic Household Cleaning Consumer

                                                  • Key points
                                                    • Household products expenditures
                                                      • Hispanics’ expenditures compared to the total population
                                                        • Figure 12: Total expenditures on household cleaning and laundry products, by Hispanic Origin, 2007-12
                                                      • Household cleaning in Hispanic homes
                                                        • Hispanic men actively assist with household cleaning duties
                                                            • Figure 13: Household cleaning responsibilities among Hispanic adults, by gender, July 2012
                                                            • Figure 14: Household cleaning responsibilities among Hispanic adults, by gender and age, July 2012
                                                          • Likelihood of household product purchases among Hispanic adults
                                                            • Hispanic men are slightly less likely to shop for household products
                                                              • Figure 15: Likelihood of grocery shopping among Hispanic adults, by gender and age, July 2012
                                                            • Attitudes toward household products
                                                              • Hispanic consumers are brand loyal when it comes to laundry detergents
                                                                  • Figure 16: Purchasing preferences of household products among Hispanic adults, July 2012
                                                                • English-only households are least likely to express brand loyalty
                                                                  • Figure 17: Likelihood of always buying the same brand of household products, by language spoken in the home, July 2012
                                                                • Hispanic Women are more likely to switch between preferred brands
                                                                    • Figure 18: Likelihood of purchasing a variety of favorite brands of household products, by gender, July 2012
                                                                  • Language preference plays a role in the use of certain household products
                                                                    • Figure 19: Non-purchases of household products, by language spoken in the home, July 2012
                                                                  • Retail preferences
                                                                    • Hispanics are far more likely to purchase household cleaning products at Walmart
                                                                        • Figure 20: Hispanics' preferred retailer of household cleaning products, July 2012
                                                                        • Figure 21: Retailers Hispanics frequent when purchasing household cleaning products, by language spoken in the home, July 2012
                                                                        • Figure 22: Other retailers Hispanics frequent when purchasing household cleaning products, by language spoken in the home, July 2012
                                                                    • Household Cleaners and the Hispanic Consumer

                                                                      • Key points
                                                                        • Usage of household cleaners
                                                                          • Hispanic households use cleaners to disinfect and deodorize
                                                                            • Figure 23: Ways Hispanic households use household cleaners, by race/Hispanic origin, April 2011-June 2012
                                                                          • Household cleaners used by Hispanics
                                                                            • Hispanic households are likely to use multipurpose wipe cleaners
                                                                                • Figure 24: Likelihood of use of cleaning wipes among Hispanics who handle household cleaning duties, July 2012
                                                                              • Bilingual households are most likely to use wipe cleaners
                                                                                  • Figure 25: Hispanics' likelihood of using cleaning products, by language spoken in the home, July 2012
                                                                                • Disposable wipes and floor cleaners
                                                                                  • Hispanics show a preference for Clorox
                                                                                      • Figure 26: Brands of disposable wipes and floor cleaners, by race/Hispanic origin, April 2011-June 2012
                                                                                      • Figure 27: Clorox Fraganzia Lavender with Eucalyptus and Mint multi-purpose cleaner
                                                                                      • Figure 28: Clorox Fraganzia Spring air freshener
                                                                                      • Figure 29: Clorox Fraganzia Pine Woods scented toilet bowl rim hanger
                                                                                    • English-dominants are much more likely to use Swiffer
                                                                                        • Figure 30: Brands of disposable wipes and floor cleaners used in Hispanic households, by language spoken in the home, April 2011-June 2012
                                                                                      • Window and glass cleaners
                                                                                        • Hispanics, like all consumers, are likely to use window and glass cleaners
                                                                                          • Figure 31: Household use of window and glass cleaners, by race/Hispanic origin, April 2011-June 2012
                                                                                        • Windex is the preferred brand among all consumer groups
                                                                                            • Figure 32: Brands of window and glass cleaners used in Hispanic households, by race/Hispanic origin, April 2011-June 2012
                                                                                          • Fabric and carpet deodorizers and fresheners
                                                                                            • Hispanics are slightly more likely to use fabric and carpet deodorizers
                                                                                                • Figure 33: Household use of fabric and carpet deodorizers and fresheners, by race/Hispanic origin, April 2011-June 2012
                                                                                                • Figure 34: Hispanic household use of fabric and carpet deodorizers and fresheners, by language spoken in the home, April 2011-June 2012
                                                                                            • Hispanics’ Attitudes Toward Laundry and Dish Detergents

                                                                                              • Key points
                                                                                                • Reasons for selecting laundry detergent products
                                                                                                  • Familiarity, price, and scent drive Hispanics’ laundry detergent selections
                                                                                                    • Figure 35: Factors influencing Hispanics' choice of laundry detergent, by language spoken in the home, July 2012
                                                                                                  • Laundry habits of the Hispanic consumer
                                                                                                    • Hispanic Women are more concerned about clothing care
                                                                                                      • Figure 36: Attitudes of Hispanic adults who purchase laundry detergent, by gender, July 2012
                                                                                                    • Spanish-dominants are most concerned about clothing care
                                                                                                      • Figure 37: Attitudes of Hispanic adults who purchase laundry detergent, by language spoken in the home, July 2012
                                                                                                  • Laundry Detergents and the Hispanic Consumer

                                                                                                    • Key points
                                                                                                      • Types of laundry detergents and soaps used
                                                                                                        • Hispanics over- index in their use of powdered detergent
                                                                                                          • Figure 38: Types of laundry soap and detergent used in households, by race/Hispanic origin, April 2011-June 2012
                                                                                                          • Figure 39: Types of laundry soap and detergent used in Hispanic households, by language spoken in the home, April 2011-June 2012
                                                                                                        • Brands of laundry detergents and soaps used
                                                                                                          • Tide HE and Gain are the top choices among Hispanic consumers
                                                                                                              • Figure 40: Brands of laundry soaps and detergents used, by race/Hispanic origin, April 2011-June 2012
                                                                                                            • Language preferences is a key determinant in laundry detergent choice
                                                                                                                • Figure 41: Brands of laundry soaps and detergents used in Hispanic households, by language spoken in the home, April 2011-June 2012
                                                                                                              • Brand preferences vary by household income
                                                                                                                  • Figure 42: Brands of laundry soaps and detergents used in Hispanic households, by household income, April 2011-June 2012
                                                                                                                • Fabric softeners
                                                                                                                  • Hispanics are more likely than non-Hispanics to use fabric softeners
                                                                                                                      • Figure 43: Household use of fabric softeners, by race/Hispanic origin, April 2011-June 2012
                                                                                                                    • Spanish-only households are most likely to use liquid fabric softener
                                                                                                                      • Figure 44: Types of fabric softener use in Hispanic households, by language spoken in the home, April 2011-June 2012
                                                                                                                    • Brands of fabric softeners used
                                                                                                                      • Brand preferences greatly vary by the language spoken in the home
                                                                                                                          • Figure 45: Brands of fabric softeners used in Hispanic households, by language spoken in the home, April 2011-June 2012
                                                                                                                        • Laundry boosters, pre-soaks, and pre-cleaners
                                                                                                                          • Hispanics are less likely than Whites or Blacks to use boosters/pre-cleansers
                                                                                                                            • Figure 46: Household use of laundry boosters, pre-soaks, and pre-cleaners, by race/Hispanic origin, April 2011-June 2012
                                                                                                                            • Figure 47: Household use of laundry boosters, pre-soaks, and pre-cleaners, by race/Hispanic origin, April 2011-June 2012
                                                                                                                          • Language preference is a key factor in types of boosters/pre-soaks/pre-cleaners used
                                                                                                                              • Figure 48: Types of laundry boosters, pre-soaks, and pre-cleaners used in Hispanic households, by language spoken in the home, April 2011-June 2012
                                                                                                                          • Household Goods and the Hispanic Consumer

                                                                                                                            • Key points
                                                                                                                              • Paper towels
                                                                                                                                • Hispanics are heavy users of paper towels
                                                                                                                                  • Figure 49: Hispanic household use of paper towels, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                  • Figure 50: Quantity of paper towels used in Hispanic households in the last 30 days, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                  • Figure 51: Quantity of paper towels used in Hispanic households in the last 30 days, April 2011-June 2012
                                                                                                                                • Half of Hispanics who purchase paper towels ration their use
                                                                                                                                    • Figure 52: Attitudes of Hispanic adults toward paper towels, July 2012
                                                                                                                                    • Figure 53: Hispanic attitudes toward paper towels, by language spoken in the home, July 2012
                                                                                                                                  • Facial tissue
                                                                                                                                    • Hispanic households are less likely to use tissues
                                                                                                                                      • Figure 54: Usage of facial tissues in Hispanic households, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                      • Figure 55: Usage of facial tissues in Hispanic households, by household income, April 2011-June 2012
                                                                                                                                      • Figure 56: Attitudes of Hispanic adults toward facial tissue, July 2012
                                                                                                                                      • Figure 57: Hispanic attitudes toward facial tissue, by language spoken in the home, July 2012
                                                                                                                                    • Paper napkins
                                                                                                                                      • Hispanics are more likely than non-Hispanics to use paper napkins
                                                                                                                                        • Figure 58: Hispanic household use of paper napkins, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                        • Figure 59: Hispanic household use of paper napkins, by language spoken in the home, April 2011-June 2012
                                                                                                                                        • Figure 60: Attitudes of Hispanic adults toward napkins, July 2012
                                                                                                                                        • Figure 61: Hispanic attitudes toward paper napkins, by language spoken in the home, July 2012
                                                                                                                                        • Figure 62: Brands of paper napkins used in Hispanic households, April 2011-June 2012
                                                                                                                                      • Toilet paper
                                                                                                                                        • Less affluent Hispanic households use less toilet paper
                                                                                                                                          • Figure 63: Quantity of toilet paper used in Hispanic households in the last 30 days, April 2011-June 2012
                                                                                                                                          • Figure 64: Attitudes of Hispanic adults toward toilet paper, July 2012
                                                                                                                                          • Figure 65: Hispanic attitudes toward toilet paper, by gender and age, July 2012
                                                                                                                                        • Plastic-type kitchen wrap
                                                                                                                                          • Figure 66: Hispanic household use of plastic-type kitchen wrap, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                          • Figure 67: Hispanic household use of plastic-type kitchen wrap, by household income, April 2011-June 2012
                                                                                                                                        • Aluminum foil
                                                                                                                                          • Figure 68: Hispanic household use of aluminum foil, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                          • Figure 69: Types of aluminum foil used in Hispanic households, by language spoken in home, April 2011-June 2012
                                                                                                                                          • Figure 70: Quantity of aluminum foil used in Hispanic households, by language spoken in the home, April 2011-June 2012
                                                                                                                                      • Dish Detergents and the Hispanic Consumer

                                                                                                                                        • Key points
                                                                                                                                          • Key factors among Hispanics when purchasing dish detergent or soap
                                                                                                                                            • Past product experience is the top attribute for Hispanic dish detergent buyers
                                                                                                                                                • Figure 71: Factors influencing Hispanics' choice of dish detergent/soap, July 2012
                                                                                                                                              • Spanish-dominants seek environmentally friendly dishwashing products
                                                                                                                                                  • Figure 72: Factors influencing Hispanics' choice of dish detergent/soap, by language spoken in the home, July 2012
                                                                                                                                                • Usage of dish detergents and soaps
                                                                                                                                                  • Hispanic households are slightly less likely to use dishwashing liquid
                                                                                                                                                      • Figure 73: Hispanic household use of dish soap, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                    • Dawn and Palmolive are frequently used dishwashing liquid brands
                                                                                                                                                        • Figure 74: Brands of dish soap used in Hispanic households, by language spoken in the home, April 2011-June 2012
                                                                                                                                                      • Hispanics are much less likely to use dishwasher products
                                                                                                                                                        • Figure 75: Household use of dishwashing detergent, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                      • More than half of English-dominants use automatic dishwashing products
                                                                                                                                                        • Figure 76: Hispanic household use of dishwashing detergent, by language spoken in the home, April 2011-June 2012
                                                                                                                                                    • Air Fresheners and the Hispanic Consumer

                                                                                                                                                      • Key points
                                                                                                                                                        • Air fresheners and room deodorizers
                                                                                                                                                          • Hispanics and Black consumers are the most likely to use air fresheners
                                                                                                                                                              • Figure 77: Hispanic household use of air freshener sprays and room deodorizers, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                              • Figure 78: Types of air freshener sprays and room deodorizers used in Hispanic households, by language spoken in home, April 2011-June 2012
                                                                                                                                                            • Preferred scents of air fresheners
                                                                                                                                                              • Hispanics are particularly fond of lavender and floral scents
                                                                                                                                                                  • Figure 79: Air freshener scents most likely used by Hispanics, by gender, July 2012
                                                                                                                                                                • Spanish-dominant air freshener users are most fond of floral scents
                                                                                                                                                                    • Figure 80: Air freshener scents most likely used by Hispanics, by language spoken in the home, July 2012
                                                                                                                                                                  • Brands of air fresheners
                                                                                                                                                                    • Hispanic households prefer Febreze and Glade
                                                                                                                                                                        • Figure 81: Brands used in Hispanic households that consume air freshener sprays and room deodorizers, by language spoken in home, April 2011-June 2012
                                                                                                                                                                        • Figure 82: Quantity of air freshener sprays and room deodorizers used in Hispanic households in the last six months, by language spoken in the home, April 2011-June 2012
                                                                                                                                                                    • Marketing Strategies

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Television
                                                                                                                                                                          • Tide
                                                                                                                                                                            • Figure 83: Tide laundry detergent, TV ad, September 2012
                                                                                                                                                                          • Scott
                                                                                                                                                                            • Figure 84: Scott paper products, TV ad, October 2012
                                                                                                                                                                          • Bounty
                                                                                                                                                                            • Figure 85: Bounty, TV ad, October 2012
                                                                                                                                                                          • Gain
                                                                                                                                                                            • Figure 86: Gain laundry detergent, TV ad, October 2012
                                                                                                                                                                          • Glade
                                                                                                                                                                            • Figure 87: Glade apple cinnamon scents, TV ad, December 2011
                                                                                                                                                                          • Online strategies
                                                                                                                                                                            • Clorox
                                                                                                                                                                              • Suavitel
                                                                                                                                                                              • U.S. Hispanic Population

                                                                                                                                                                                  • Key facts
                                                                                                                                                                                    • U.S. population by race/Hispanic origin
                                                                                                                                                                                      • Figure 88: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                                                                      • Figure 89: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                                                                      • Figure 90: Population, by race/Hispanic origin, 2007-17
                                                                                                                                                                                    • The Hispanic and non-Hispanic population
                                                                                                                                                                                      • The Hispanic and total U.S. population by age
                                                                                                                                                                                        • Figure 91: U.S. Hispanic population, by age, 2007-17
                                                                                                                                                                                        • Figure 92: U.S. Population, by age, 2007-17
                                                                                                                                                                                      • The Hispanic and total U.S. population by gender
                                                                                                                                                                                        • Women
                                                                                                                                                                                          • Figure 93: Hispanic Women by age, 2007-17
                                                                                                                                                                                          • Figure 94: Total U.S. female population, by age, 2007-17
                                                                                                                                                                                        • Men
                                                                                                                                                                                          • Figure 95: Hispanic Men by age, 2007-17
                                                                                                                                                                                          • Figure 96: Total U.S. male population, by age, 2007-17
                                                                                                                                                                                        • Generations
                                                                                                                                                                                          • Hispanics by generation
                                                                                                                                                                                            • Figure 97: Generations—Hispanics vs. non-Hispanics, 2011
                                                                                                                                                                                            • Figure 98: Fertility rate, by race and Hispanic origin of mother, 2000-10
                                                                                                                                                                                          • Hispanic purchasing power
                                                                                                                                                                                            • Figure 99: Purchasing power, by race/Hispanic origin, 1990-2017
                                                                                                                                                                                            • Figure 100: Top 10 states ranked by share of Hispanic buying power, 2012
                                                                                                                                                                                            • Figure 101: Top 10 states ranked by value of Hispanic buying power, 2012
                                                                                                                                                                                          • U.S. household income distribution
                                                                                                                                                                                            • Figure 102: Median household income, by race/Hispanic origin of householder, 2011
                                                                                                                                                                                          • Hispanic income levels
                                                                                                                                                                                            • Figure 103: Largest Hispanic states, by Hispanic disposable income, 2010
                                                                                                                                                                                          • The Hispanic household
                                                                                                                                                                                            • Figure 104: Average household size, by Hispanic origin/race of householder, 2001, 2008 and 2011
                                                                                                                                                                                            • Figure 105: Households, by number of people in the household—Hispanics vs. all households, 2011
                                                                                                                                                                                            • Figure 106: Households with children, by race/Hispanic origin of householder, 2011
                                                                                                                                                                                            • Figure 107: Households, by race of householder and presence and ages of children, 2011
                                                                                                                                                                                          • Hispanics by country of origin/heritage
                                                                                                                                                                                            • Figure 108: Hispanic population, by type, 2000-10
                                                                                                                                                                                            • Figure 109: Graph: Hispanics, by country of origin/heritage, 2010
                                                                                                                                                                                          • Hispanics by geographic concentration
                                                                                                                                                                                            • Figure 110: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                                                                                                            • Figure 111: Hispanic population, by region of residence, 2000-10
                                                                                                                                                                                            • Figure 112: Graph: Hispanic population, by region, 2010
                                                                                                                                                                                            • Figure 113: 10 places* with highest number of Hispanics, 2010
                                                                                                                                                                                            • Figure 114: 10 places* with the largest share of Hispanics, 2010
                                                                                                                                                                                          • States with the most Hispanic population growth
                                                                                                                                                                                            • Figure 115: States ranked by change in Hispanic population, 2000-10
                                                                                                                                                                                            • Figure 116: Five states with the greatest percentage of Hispanic growth, 2000-10
                                                                                                                                                                                          • Key Hispanic metropolitan areas
                                                                                                                                                                                            • Figure 117: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
                                                                                                                                                                                            • Figure 118: U.S. Hispanic households, by metropolitan status, 2006-11
                                                                                                                                                                                          • Acculturation
                                                                                                                                                                                            • What is acculturation?
                                                                                                                                                                                              • Why is level of acculturation important?
                                                                                                                                                                                                • Levels of acculturation
                                                                                                                                                                                                    • Figure 119: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                                                                                  • What is retro-acculturation?
                                                                                                                                                                                                  • Appendix—Other Useful Information

                                                                                                                                                                                                      • Figure 120: Attitudes of Hispanic adults who purchase laundry detergent, by gender and age, July 2012
                                                                                                                                                                                                      • Figure 121: Hispanic attitudes toward toilet paper, by language spoken in the home, July 2012
                                                                                                                                                                                                      • Figure 122: Brands of dishwashing detergent used in Hispanic households, by language spoken in the home, April 2011-June 2012
                                                                                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                    • Costco Wholesale Corporation
                                                                                                                                                                                                    • Kimberly-Clark Corporation
                                                                                                                                                                                                    • Marcal Paper Mills Inc.
                                                                                                                                                                                                    • Procter & Gamble USA
                                                                                                                                                                                                    • Reynolds American Inc
                                                                                                                                                                                                    • SC Johnson
                                                                                                                                                                                                    • Vanity Fair Corporation
                                                                                                                                                                                                    • Walmart Stores (USA)

                                                                                                                                                                                                    Hispanics and Household Products - US - November 2012

                                                                                                                                                                                                    £3,199.84 (Excl.Tax)