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Hispanics and Household Products - US - October 2010

As the largest minority group in the U.S., Hispanics purchasing power is expected to exceed $1.2 trillion by 2012, and their expenditures on household products are ever growing. While the overall U.S. population is spending less on household products than they did 5 years ago, Hispanics’ expenditures on these products have grown $600 million, including a $489 million boom in laundry detergent sales. Hispanics value maintaining a presentably clean house and the proper care of their clothes, making it more essential than ever for manufacturers and retailers to understand the household products that Hispanics are seeking, and how to best market these products to them based on their lifestyles, economics and cultural values.

Readers of this report will gain a thorough insight into the Hispanic household and their consumption of household products through the following topics:

  • How Hispanics' spending on household products have changed in the past year and ways they are trying to save money
  • The methods that Hispanics use to save money, such as the purchase of private label products and coupon usage
  • The dynamics in Hispanic households of who cleans the household and when, and what this means to marketers in terms of the type of cleaning products Hispanics seek and the advertising that will resonate with them
  • The types of household products that Hispanics use and the best ways to catch the attention of these consumers based on their gender, household income, and level of acculturation
  • Hispanics' usage of environmentally friendly and child-safe products, including the sub-groups who are most drawn to these products
  • Hispanics' laundry habits and attitudes towards laundry products

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Table of contents

  1. Scope and Themes

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

                      • Hispanic consumers' expenditures on household products
                        • Mindset of the Hispanic household cleaning consumer
                          • Household cleaners used by Hispanics
                            • Purchasing of household products
                              • Usage of environmentally friendly household products
                                • Hispanics’ attitudes toward laundry and laundry detergent
                                  • Laundry detergents and the Hispanic consumer
                                    • Marketing and advertising
                                      • U.S. Hispanic population
                                        • Demographics
                                          • Acculturation
                                          • Insights and Opportunities

                                            • Mi casa es tu casa
                                              • Women work, men clean
                                                • Something old, something new
                                                • Inspire Insights

                                                    • Trend: “Trading up, trading down, trading over”
                                                    • Hispanic Expenditure on Household Products

                                                      • Key points
                                                        • Household products expenditures
                                                          • Hispanics’ expenditures vs. the total population
                                                            • Figure 1: Total expenditures on household cleaning and laundry products, by Hispanic origin, 2005-10
                                                          • Hispanics’ expenditures on household cleaning and laundry products
                                                            • Figure 2: Hispanics’ expenditures on household cleaning and laundry products, by segment, 2005-10
                                                          • The Hispanic household products shopper
                                                            • Changes in household product expenditures in the Hispanic household
                                                              • A quarter of Hispanics are spending less on household products
                                                                • Figure 3: Changes in expenditure on household products by Hispanics, by household income, April 2010
                                                              • Spanish speakers most likely to be spending more on household products
                                                                • Figure 4: Changes in expenditure on household products by Hispanics, by language in which the survey was taken, April 2010
                                                            • The Mindset of the Hispanic Household Cleaning Consumer

                                                              • Key points
                                                                • Who cleans the house?
                                                                  • Many Hispanic men contribute to household chores
                                                                      • Figure 5: Who does the house cleaning within the household, by gender, August 2010
                                                                    • Attitude toward house cleaning
                                                                      • Most Hispanic men and women clean in the morning
                                                                          • Figure 6: Attitudes and behaviors toward house cleaning, by gender, August 2010
                                                                        • Spanish-dominant Hispanics less likely to feel a sense of accomplishment from cleaning
                                                                          • Figure 7: Attitudes and behaviors toward house cleaning, by language spoken in the home, August 2010
                                                                      • Household Cleaners Used by Hispanics

                                                                        • Key points
                                                                          • Furniture cleaning or dusting wipes
                                                                            • Hispanic men and women equally want to try cleaning wipes
                                                                              • Figure 8: Usage of furniture cleaning or dusting wipes, by gender, August 2010
                                                                            • Spanish speakers most interested in trying cleaning wipes
                                                                              • Figure 9: Usage of furniture cleaning or dusting wipes, by language spoken in the home, August 2010
                                                                            • Floor wipes
                                                                              • Hispanic men most likely to use floor wipes
                                                                                • Figure 10: Usage of furniture cleaning or dusting wipes, by gender, August 2010
                                                                              • Spanish-dominant Hispanics most likely to want to try floor wipes
                                                                                • Figure 11: Usage of furniture cleaning or dusting wipes, by language spoken in the home, August 2010
                                                                              • Wipe cleaners
                                                                                • Figure 12: Usage of household cleaning wipes, by household income, August 2010
                                                                              • Spanish-dominant Hispanics most interested in trying bathroom and glass wipes
                                                                                • Figure 13: Usage of household cleaning wipes, by language spoken in the home, August 2010
                                                                              • Brands of household cleaning disposable wipes and floor cleaners used
                                                                                • Use of Clorox and Windex
                                                                                  • Figure 14: Brands of household cleaning disposable wipes and floor cleaners used, by race/Hispanic origin, February 2009-March 2010
                                                                                • Spanish-dominant Hispanics least likely to use Swiffer and Pledge
                                                                                  • Figure 15: Brands of household cleaning disposable wipes and floor cleaners used by Hispanics, by language spoken in the home, February 2009-March 2010
                                                                              • Purchasing of Household Products

                                                                                • Key points
                                                                                  • Factors that influence purchasing decision of household products
                                                                                    • Price is most important for Hispanics
                                                                                      • Figure 16: Factors that influence the purchasing decision for household products, by language spoken in the home, April 2010
                                                                                    • By household income
                                                                                      • Figure 17: Factors that influence the purchasing decision for household products, by household income, April 2010
                                                                                    • Shopping at supermarkets
                                                                                      • By language
                                                                                        • Figure 18: Likelihood of shopping for household products at supermarkets, by language spoken in the home, April 2010
                                                                                      • By household income
                                                                                        • Figure 19: Likelihood of shopping for household products at supermarkets, by household income, April 2010
                                                                                    • Usage of Environmentally Friendly Household Products

                                                                                      • Key points
                                                                                        • Usage of green products
                                                                                          • Lower-income Hispanics most likely to use green products
                                                                                            • Figure 20: Usage of green cleaners by Hispanics, by household income, August 2010
                                                                                          • English-dominant Hispanics most interested in trying green products
                                                                                            • Figure 21: Usage of green cleaners by Hispanics, by language spoken in the home, August 2010
                                                                                          • Attitudes toward environmentally friendly cleaning products
                                                                                            • Lower-income Hispanics will pay more for child-safe products
                                                                                              • Figure 22: Attitudes toward environmentally friendly cleaning products, by household income, August 2010
                                                                                            • Spanish-dominant Hispanics will pay more for child-safe products
                                                                                              • Figure 23: Attitudes toward environmentally friendly cleaning products, by language spoken in the home, August 2010
                                                                                          • Hispanics’ Attitudes Toward Laundry and Laundry Detergents

                                                                                            • Key points
                                                                                              • Factors that are important to Hispanics when selecting laundry detergent
                                                                                                • Lower-income Hispanics consider many factors important in detergent
                                                                                                  • Figure 24: Factors that are important to Hispanics when selecting laundry detergent, by household income, August 2010
                                                                                                • Spanish-dominant Hispanics consider past experience and personal recommendations important
                                                                                                  • Figure 25: Factors that are important to Hispanics when selecting laundry detergent, by language spoken in the home, August 2010
                                                                                                • Influencers when selecting laundry detergents
                                                                                                  • Spanish speakers most likely to decide on brand at the shelf
                                                                                                    • Figure 26: Hispanics’ attitudes when selecting laundry detergent, by language spoken in the home, August 2010
                                                                                                    • Figure 27: Hispanics’ attitudes when selecting laundry detergent, by household income, August 2010
                                                                                                  • Laundry habits of the Hispanic consumer
                                                                                                    • Spanish speakers most likely to care for their clothes
                                                                                                      • Figure 28: Laundry habits of the Hispanic consumer, by language spoken in the home, August 2010
                                                                                                    • Hispanic women more invested in taking care of their clothes
                                                                                                      • Figure 29: Laundry habits of the Hispanic consumer, by gender, August 2010
                                                                                                    • Attitudes toward doing the laundry
                                                                                                      • Spanish-dominant Hispanics invest effort and money into caring for clothes
                                                                                                        • Figure 30: Attitudes toward laundry by Hispanic consumers, by language spoken in the home, August 2010
                                                                                                      • Hispanics without children take time to do laundry “right”
                                                                                                        • Figure 31: Attitudes toward laundry by Hispanic consumers, by the presence of children in the household, August 2010
                                                                                                    • Laundry Detergents and the Hispanic Consumer

                                                                                                      • Key points
                                                                                                        • Types of laundry soaps and detergents used
                                                                                                          • Hispanics most likely to use powder detergent
                                                                                                            • Figure 32: Types of laundry soaps and detergents used by race/Hispanic origin, February 2009-March 2010
                                                                                                          • Type of laundry products purchased by Hispanics
                                                                                                            • Spanish-dominant Hispanics most likely to buy detergent, bleach, and fabric softeners
                                                                                                                • Figure 33: Type of laundry products bought by Hispanics in the past six months, by language spoken in the home, August 2010
                                                                                                              • Lower-income Hispanics most likely to use liquid fabric softener
                                                                                                                • Figure 34: Type of laundry products bought by Hispanics in the past six months, by household income, August 2010
                                                                                                              • Fabric deodorizers
                                                                                                                • Spanish speakers most interested in trying fabric deodorizers
                                                                                                                    • Figure 35: Usage of fabric deodorizers, by language spoken in the home, August 2010
                                                                                                                  • Lower-income Hispanics most interested in trying fabric deodorizers
                                                                                                                    • Figure 36: Usage of fabric deodorizers, by household income, August 2010
                                                                                                                  • Brands of laundry soaps and detergents used
                                                                                                                    • Hispanics more likely to use Tide and Gain
                                                                                                                        • Figure 37: Brand of laundry soaps and detergents used by race/Hispanic origin, February 2009-March 2010
                                                                                                                      • Hispanics by language
                                                                                                                          • Figure 38: Brand of laundry soaps and detergents used by Hispanics, by language spoken in the home, February 2009-March 2010
                                                                                                                        • Lower-income Hispanics least likely to buy store brands
                                                                                                                            • Figure 39: Brand of laundry soaps and detergents used by Hispanics, by household income, February 2009-March 2010
                                                                                                                          • Brand switching
                                                                                                                            • Bilingual Hispanics least likely to switch brands
                                                                                                                              • Figure 40: Likelihood of switching brands of laundry products purchased in the past year, by language spoken in the home, August 2010
                                                                                                                          • Marketing Strategies

                                                                                                                            • Key points
                                                                                                                              • Television
                                                                                                                                • Clorox
                                                                                                                                  • Figure 41: Clorox, TV ad, February 2010
                                                                                                                                • Gain
                                                                                                                                  • Laundry detergent and fabric softener
                                                                                                                                    • Figure 42: Gain detergent and fabric softener, TV ad, August 2010
                                                                                                                                  • Dish detergent
                                                                                                                                    • Figure 43: Gain dish detergent, TV ad, August 2010
                                                                                                                                  • Pledge
                                                                                                                                    • Figure 44: Pledge, TV ad, January 2010
                                                                                                                                  • Windex
                                                                                                                                    • Figure 45: Windex, TV ad, May 2010
                                                                                                                                  • Online
                                                                                                                                    • Gain
                                                                                                                                      • Clorox Green Works
                                                                                                                                        • Downy
                                                                                                                                          • Tide
                                                                                                                                          • Cluster Analysis

                                                                                                                                              • Accomplishers
                                                                                                                                                • Demographics
                                                                                                                                                  • Characteristics
                                                                                                                                                    • Opportunities
                                                                                                                                                      • Bilingual, Hispanic Loyalists
                                                                                                                                                        • Demographics
                                                                                                                                                          • Characteristics
                                                                                                                                                            • Opportunities
                                                                                                                                                              • Internet-immune, Lazy-launderers
                                                                                                                                                                • Demographics
                                                                                                                                                                  • Characteristics
                                                                                                                                                                    • Opportunities:
                                                                                                                                                                      • Cluster characteristic tables:
                                                                                                                                                                        • Figure 46: Hispanic household product clusters, August 2010
                                                                                                                                                                        • Figure 47: Attitudes toward household cleaning, by Hispanic household product clusters, August 2010
                                                                                                                                                                        • Figure 48: Attitudes toward household cleaning products, by Hispanic household product clusters, August 2010
                                                                                                                                                                        • Figure 49: Attitudes toward environmentally friendly products, by Hispanic household product clusters, August 2010
                                                                                                                                                                        • Figure 50: Important factors when selecting a laundry detergent, by Hispanic household product clusters, August 2010
                                                                                                                                                                        • Figure 51: Attitudes toward laundry products, by Hispanic household product clusters, August 2010
                                                                                                                                                                        • Figure 52: Attitudes toward laundry habits, by Hispanic household product clusters, August 2010
                                                                                                                                                                        • Figure 53: Attitudes toward doing laundry, by Hispanic household product clusters, August 2010
                                                                                                                                                                      • Cluster demographic tables
                                                                                                                                                                        • Figure 54: Hispanic household product clusters, by gender, August 2010
                                                                                                                                                                        • Figure 55: Hispanic household product clusters by, age, August 2010
                                                                                                                                                                        • Figure 56: Hispanic household product clusters, by household income, August 2010
                                                                                                                                                                        • Figure 57: Hispanic household product clusters, by language in which survey was taken, August 2010
                                                                                                                                                                        • Figure 58: Hispanic household product clusters, by language primarily spoken in the home, August 2010
                                                                                                                                                                        • Figure 59: Hispanic household product clusters, by household internet access, August 2010
                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                      • U.S. Hispanic Population

                                                                                                                                                                          • Key facts
                                                                                                                                                                            • U.S. population by race/Hispanic origin
                                                                                                                                                                              • Figure 60: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                                                              • Figure 61: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                                                              • Figure 62: Population, by race and Hispanic origin, 2005-15
                                                                                                                                                                            • The Hispanic and non-Hispanic population
                                                                                                                                                                              • The Hispanic and total U.S. population by age
                                                                                                                                                                                • Figure 63: U.S. Hispanic population, by age, 2005-15
                                                                                                                                                                                • Figure 64: Total U.S. population, by age, 2005-15
                                                                                                                                                                              • The Hispanic and total U.S. population by gender
                                                                                                                                                                                • Women
                                                                                                                                                                                  • Figure 65: Hispanic women, by age, 2005-15
                                                                                                                                                                                  • Figure 66: Total U.S. women population, by age, 2005-15
                                                                                                                                                                                • Men
                                                                                                                                                                                  • Figure 67: Hispanic men, by age, 2005-15
                                                                                                                                                                                  • Figure 68: Total U.S. male population, by age, 2005-15
                                                                                                                                                                                • Hispanic purchasing power
                                                                                                                                                                                  • Figure 69: Purchasing power, by race/Hispanic origin, 2008
                                                                                                                                                                                • U.S. household income distribution
                                                                                                                                                                                  • Figure 70: Median household income, by race and Hispanic origin of householder, 2009
                                                                                                                                                                                • Hispanic income levels
                                                                                                                                                                                  • Figure 71: Largest Hispanic states, by Hispanic disposable income, 2005
                                                                                                                                                                                • The Hispanic household
                                                                                                                                                                                  • Figure 72: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                                                                  • Figure 73: Households, by number of persons in the household—Hispanics vs. all households, 2009
                                                                                                                                                                                  • Figure 74: Households with children, by race/Hispanic origin of householder, 2009
                                                                                                                                                                                  • Figure 75: Hispanic households, by presence and ages of children, 2009
                                                                                                                                                                                • Generations
                                                                                                                                                                                  • Hispanics by generation
                                                                                                                                                                                    • Figure 76: Generations—Hispanics vs. non-Hispanics, 2009
                                                                                                                                                                                    • Figure 77: Fertility rate, by race and Hispanic origin of mother, 1998-2008
                                                                                                                                                                                  • Hispanics by country of origin/heritage
                                                                                                                                                                                    • Figure 78: Hispanic population, by country of origin/ancestry, 2006-08
                                                                                                                                                                                    • Figure 79: Graph: Hispanics, by country of origin/heritage, 2006-08
                                                                                                                                                                                  • Hispanics by geographic concentration
                                                                                                                                                                                    • Figure 80: Hispanic population, by region, by country of origin/ancestry, 2006-08
                                                                                                                                                                                    • Figure 81: Graph: Hispanic population, by region, 2006-08
                                                                                                                                                                                    • Figure 82: Hispanic population in top five states, by country of origin, 2006-08
                                                                                                                                                                                  • States with greatest Hispanic population growth
                                                                                                                                                                                    • Figure 83: Hispanic population, states with greatest percentage increase, 2000 and 2006
                                                                                                                                                                                  • Key Hispanic metropolitan areas
                                                                                                                                                                                    • Figure 84: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-08
                                                                                                                                                                                  • Acculturation
                                                                                                                                                                                    • What is acculturation?
                                                                                                                                                                                      • Why is level of acculturation important?
                                                                                                                                                                                        • Levels of acculturation
                                                                                                                                                                                            • Figure 85: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                                                                          • What is retro-acculturation?
                                                                                                                                                                                          • Appendix: CEX Spend tables

                                                                                                                                                                                              • Figure 86: Average annual expenditures of CU reference person —Hispanics vs. non-Hispanics, 2008
                                                                                                                                                                                              • Figure 87: Average annual expenditures, indexed to all CUs —Hispanics vs. non-Hispanics, 2008
                                                                                                                                                                                              • Figure 88: Share of aggregate expenditures accounted for—Hispanics vs. non-Hispanics, 2008
                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            • Clorox Company , The
                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                            • Grocery Manufacturers of America
                                                                                                                                                                                            • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                            • Procter & Gamble USA
                                                                                                                                                                                            • The Consumer Specialty Products Association (CSPA)—Cleaning Products Division
                                                                                                                                                                                            • The Soap and Detergent Association
                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                                                                            Hispanics and Household Products - US - October 2010

                                                                                                                                                                                            US $3,995.00 (Excl.Tax)