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Hispanics and Personal Care - US - August 2009

By tradition, Hispanics take pride in a sharp appearance and view it as means to success. As a result they’ve begun changing the face of the beauty and hair care industries with their unique tastes, impulse buys, and purchasing power.

A large part of this spending surge is due to the fact that Hispanic females are making huge social and economic advancements in the work place and earning more disposable income than ever before. As the tables turn in gender roles, Hispanic men are also experimenting with more personal care products. In recent years, sales of children’s shampoo indexed higher with Hispanic families than non-Hispanics, a display of their prodigious grooming habits and larger family sizes.

Readers of this report will learn:

  • How much more personal care products Hispanics consume in comparison to their counterparts, as well as their loyalty to brand names over generations and across borders
  • Which global brand names Hispanics are prone to buying and why multicultural advertising equals more sales with this demographic
  • The dynamics behind the rapid growth of the Latino demographic that’s solidified this diverse ethnic group into a consumer powerhouse and how to best understand this group in order to reach out to them now, and for the future
  • Acculturation to the US and how it impacts the way Latinos consume personal care products, including the cultural and psychological motivations behind their consumption patterns
  • The differences in behavior within the various income levels, Spanish-speaking versus English-dominant Latinos in terms of which brands they buy, the quantity, the frequency, and how being bilingual further expands their exposure to advertising

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Readers of this report will learn:
        • Definition
          • Sources
            • Consumer survey data
              • Advertising
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Hispanic purchasing power and category expenditure
                        • Haircare products
                          • Soaps and body wash
                            • Oral hygiene products
                              • Women’s toiletries
                                • Men’s toiletries
                                  • Children’s personal care products
                                    • Understanding the consumer
                                      • Demographics
                                        • Acculturation
                                        • Insights and Opportunities

                                          • Baby Boomers shrink, the Hispanic population booms
                                            • Metrosexual male and Hispanic
                                              • The bicultural children of Hispanics who groom a lot
                                              • Inspire Insights

                                                  • Trend: Authentic Beauty
                                                    • What's it about?
                                                      • What we've seen
                                                        • Specifics
                                                          • Implications
                                                            • Trend: New Man in Town
                                                              • What's it about?
                                                                • What we've seen
                                                                  • Specifics
                                                                    • Implications
                                                                    • Hispanic Purchasing Power and Category Expenditure

                                                                      • Hispanic purchasing power
                                                                        • Figure 1: Purchasing power, by race/ethnicity, 2008
                                                                      • U.S. household income distribution
                                                                        • Figure 2: Median household income, by race and Hispanic origin of householder, 2007
                                                                        • Figure 3: Household income distribution, by race and Hispanic origin of householder, 2007
                                                                      • Hispanic income levels
                                                                        • Figure 4: Largest Hispanic markets, by Hispanic disposable income, 2005
                                                                      • Hispanics’ economic growth
                                                                        • Hispanics’ category expenditures
                                                                          • Figure 5: Expenditures—Hispanics vs. non-Hispanics, 2006 and 2007
                                                                        • Estimated household expenditure by category
                                                                          • Figure 6: Average household expenditures on key categories—Hispanics vs. non-Hispanics, 2007-09
                                                                        • Personal care
                                                                          • Hispanics’ share of total personal care spend
                                                                            • Figure 7: Hispanic expenditures on personal care in units, 2004-09, estimated 2008* and 2009*
                                                                            • Figure 8: Non-Hispanic expenditures on personal care in units, 2004-09, estimated 2008* and 2009*
                                                                        • The Hispanic Personal Care Consumer

                                                                            • Hispanics’ attitudes towards personal care
                                                                                • Figure 9: Usage of personal care products, February 2009
                                                                                • Figure 10: Pantene Pro-V Extra Straight/Extra liso by Pro by Procter & Gamble
                                                                              • By language
                                                                                  • Figure 11: Usage of personal care products, by language spoken in the home, February 2009
                                                                                • By age
                                                                                  • Figure 12: Usage of personal care products, by age, February 2009
                                                                                • By gender
                                                                                  • By income
                                                                                      • Figure 13: Usage of personal care products, by income, February 2009
                                                                                  • Haircare

                                                                                      • The consumer
                                                                                        • Hispanics and non-Hispanics
                                                                                          • Figure 14: Usage of haircare products—Hispanics vs. non-Hispanics, October 2007-December 2008
                                                                                        • Hispanics’ attitudes towards haircare
                                                                                          • Figure 15: Usage of personal care products, February 2009
                                                                                        • By language
                                                                                          • Figure 16: Haircare product usage, by language preference when reading, October 2007-December 2008
                                                                                        • By place of birth
                                                                                          • Figure 17: Usage of haircare products, by heritage, July 2007-September 2008
                                                                                        • By brand
                                                                                          • Figure 18: Haircare product usage—Hispanics vs. non-Hispanics, October 2007-December 2008
                                                                                          • Figure 19: Television ad: Pantene
                                                                                      • Soaps and Body Wash

                                                                                          • The consumer
                                                                                            • Hispanics and non-Hispanics
                                                                                              • Figure 20: Bar soap usage—Hispanics vs. non-Hispanics, October 2007-December 2008
                                                                                              • Figure 21: Liquid soap usage—Hispanics vs. non-Hispanics, October 2007-December 2008
                                                                                            • By language
                                                                                              • Figure 22: Soap usage of Hispanics, by language spoken at home, October 2007-December 2008
                                                                                            • By brand
                                                                                              • Hispanics and non-Hispanics
                                                                                                • Figure 23: Body wash usage, by brand—Hispanics vs. non-Hispanics, October 2007-December 2008
                                                                                                • Figure 24: Print ad: Aveeno personal care product
                                                                                                • Figure 25: Bar soap usage, by brand—Hispanics vs. non-Hispanics, October 2007-December 2008
                                                                                            • Oral Hygiene Products

                                                                                                • The consumer
                                                                                                  • Hispanics and non-Hispanics
                                                                                                    • Figure 26: Oral hygiene products usage—Hispanics vs. non-Hispanics, October 2007-December 2008
                                                                                                    • Figure 27: Daily toothpaste usage on average—Hispanics vs. non-Hispanics, October 2007-December 2008
                                                                                                  • By language
                                                                                                    • Figure 28: Oral hygiene of Hispanics, by language spoken at home, October 2007-December 2008
                                                                                                  • By brand
                                                                                                    • Hispanics and non-Hispanics
                                                                                                      • Figure 29: Oral hygiene, by brand—Hispanics vs. non-Hispanics, October 2007-December 2008
                                                                                                  • Women’s Toiletries

                                                                                                      • The consumer
                                                                                                        • Hispanics and non-Hispanics
                                                                                                          • Toiletries
                                                                                                            • Figure 30: Usage of toiletries—Hispanics vs non-Hispanic females, October 2007-December 2008
                                                                                                          • Sanitary napkins
                                                                                                            • Figure 31: Usage of sanitary napkins—Hispanics vs non-Hispanic females, October 2007-December 2008
                                                                                                          • By language
                                                                                                            • Figure 32: Usage of toiletries—Hispanic females, by language spoken at home, October 2007-December 2008
                                                                                                          • By age
                                                                                                            • Figure 33: Usage of toiletries—Hispanic females, by age, October 2007-December 2008
                                                                                                        • Men’s Toiletries

                                                                                                            • The consumer
                                                                                                              • Hispanics and non-Hispanics
                                                                                                                • Figure 34: Usage of toiletries—Hispanics vs non-Hispanic males, October 2007-December 2008
                                                                                                              • Disposable razors
                                                                                                                • Figure 35: Usage of disposable razors per week—Hispanics vs non-Hispanic males, October 2007-December 2008
                                                                                                              • By brand
                                                                                                                • Figure 36: Usage of shaving gel or foam—Hispanics vs non-Hispanic males, October 2007-December 2008
                                                                                                              • By language
                                                                                                                • Figure 37: Usage of toiletries—Hispanic males, by language spoken at home, October 2007-December 2008
                                                                                                              • By age
                                                                                                                • Figure 38: Usage of toiletries—Hispanic males, by age, October 2007-December 2008
                                                                                                            • Children’s Personal Care Products

                                                                                                                • Figure 39: Online ad: Aveeno Babycare product ad in Spanish
                                                                                                              • The consumer
                                                                                                                • Hispanics and non-Hispanics
                                                                                                                  • Figure 40: Children’s personal care product usage—Hispanics vs. non-Hispanics, October 2007-December 2008
                                                                                                                • By household income
                                                                                                                  • Figure 41: Children’s personal care product usage, by household income, October 2007-December 2008
                                                                                                                • By brand
                                                                                                                  • Hispanics’ and non-Hispanics’ choices of personal care products
                                                                                                                    • Figure 42: Children’s personal care product usage, by brand—Hispanics vs. non-Hispanics, October 2007-December 2008
                                                                                                                  • Hispanics’ and non-Hispanics’ choices of shampoos
                                                                                                                    • Figure 43: Children’s shampoo usage, by brand—Hispanics vs. non-Hispanics, October 2007-December 2008
                                                                                                                • Cluster Analysis

                                                                                                                    • Specialists
                                                                                                                      • Who they are
                                                                                                                        • Opportunity
                                                                                                                          • Seekers
                                                                                                                            • Who they are
                                                                                                                              • Opportunity
                                                                                                                                • Generalists
                                                                                                                                  • Who they are
                                                                                                                                    • Opportunity
                                                                                                                                      • Cluster characteristics
                                                                                                                                        • Figure 44: Hispanic personal care clusters, February 2009
                                                                                                                                        • Figure 45: Latinos and the media, by personal care clusters, February 2009
                                                                                                                                        • Figure 46: Fashionable Latinos, by personal care clusters, February 2009
                                                                                                                                        • Figure 47: Personal care preferences, by Hispanic personal care clusters, February 2009
                                                                                                                                      • Cluster demographics
                                                                                                                                        • Figure 48: Hispanic personal care clusters, by gender, February 2009
                                                                                                                                        • Figure 49: Hispanic personal care clusters, by age, February 2009
                                                                                                                                        • Figure 50: Hispanic personal care clusters, by income, February 2009
                                                                                                                                        • Figure 51: Hispanic personal care clusters, by language preference in the home, February 2009
                                                                                                                                      • Cluster methodology
                                                                                                                                      • U.S. Hispanic Population

                                                                                                                                          • Key facts
                                                                                                                                            • U.S. population by race/Hispanic origin
                                                                                                                                              • Figure 52: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                              • Figure 53: Asian/Pacific Islander, Black and Hispanic populations, 1970-2020
                                                                                                                                              • Figure 54: Population, by race and Hispanic origin, 2004-14
                                                                                                                                            • The Hispanic and non-Hispanic population
                                                                                                                                              • The Hispanic and total U.S. population by age
                                                                                                                                                • Figure 55: U.S. Hispanic population, by age, 2004-14
                                                                                                                                                • Figure 56: Total U.S. population, by age, 2004-14
                                                                                                                                              • Generations
                                                                                                                                                • Hispanics by generation
                                                                                                                                                  • Figure 57: Generations—Hispanics vs. non-Hispanics, 2008
                                                                                                                                                  • Figure 58: Fertility rate, by race and Hispanic origin of mother, 1996-2006
                                                                                                                                                • The Hispanic household
                                                                                                                                                  • Figure 59: Average household size, by Hispanic origin/race of householder, 2001 and 2006
                                                                                                                                                  • Figure 60: Households, by number of persons in the household—Hispanics vs. non-Hispanics, 2006
                                                                                                                                                  • Figure 61: Households, by presence of children—Hispanics vs. non-Hispanics, 2006
                                                                                                                                                • Hispanics by country of origin/heritage
                                                                                                                                                  • Figure 62: Hispanic population, by country of origin/heritage, 2007
                                                                                                                                                  • Figure 63: Graph: Hispanics, by country of origin/heritage, 2007
                                                                                                                                                • Hispanics by geographic concentration
                                                                                                                                                  • Figure 64: Hispanic population, by region, by country of origin/heritage, 2007
                                                                                                                                                  • Figure 65: Graph: Hispanic population, by region and by country of origin/heritage, 2007
                                                                                                                                                  • Figure 66: Hispanic population in top five states, by country of origin, 2006
                                                                                                                                                  • Figure 67: Hispanic population in top five states, by country of origin, 2006
                                                                                                                                                • States with greatest Hispanic population growth
                                                                                                                                                  • Figure 68: Hispanic population, states with greatest percentage increase, 2000-06
                                                                                                                                                • Key Hispanic metropolitan areas
                                                                                                                                                  • Figure 69: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2006
                                                                                                                                              • Acculturation

                                                                                                                                                  • What is acculturation?
                                                                                                                                                    • Why is level of acculturation important?
                                                                                                                                                      • Levels of acculturation
                                                                                                                                                          • Figure 70: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                                        • What is retro-acculturation?
                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                          Companies Covered

                                                                                                                                                          • Avon USA
                                                                                                                                                          • Colgate-Palmolive Company
                                                                                                                                                          • Hispanic Dental Association
                                                                                                                                                          • Johnson & Johnson
                                                                                                                                                          • Kmart Corporation
                                                                                                                                                          • L'Oréal USA
                                                                                                                                                          • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                          • Organic Trade Association
                                                                                                                                                          • Personal Care Products Council
                                                                                                                                                          • Procter & Gamble USA
                                                                                                                                                          • Professional Beauty Association (PBA)
                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                          • Walmart Stores (USA)

                                                                                                                                                          Hispanics and Personal Care - US - August 2009

                                                                                                                                                          £3,277.28 (Excl.Tax)