Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Hispanics and Personal Care - US - July 2017

"Hispanics’ expenditures on personal care products remained practically flat between 2012 and 2017. While brand loyalty seems difficult to achieve, there are opportunities for brands that make an effort to consistently connect with Hispanics, going beyond trial. Personal care is a category in which brand is only important when it is associated with specific benefits such as scent and being good for sensitive skin, long-lasting, or moisturizing. "
- Juan Ruiz, Director of Hispanic Insights

This Report discusses the following key topics:

  • Scent, benefits, and past experience influence purchases 
  • Online is an outlet not to sell, but to connect
  • Spanish-language packaging may not make a difference

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The issues
            • Scent, benefits, and past experience influence purchases
              • Figure 1: TURF analysis – Purchase influencers, April 2017
            • Online is an outlet not to sell, but to connect
              • Figure 2: Hispanics’ purchases of personal care products from online retailers, April 2017
            • Spanish-language packaging may not make a difference
              • Figure 3: Hispanics’ personal care products purchase behavior, by language spoken at home, April 2017
            • The opportunities
              • Hispanic women naturally, but Hispanic men shouldn’t be neglected
                • Figure 4: Hispanics’ personal care interests – Skin and hair, by gender and age, April 2017
              • Not all personal care products are created equal
                • Figure 5: Purchases of personal care product types, Hispanics’ percentage point difference vs all US consumers, by type of brand, April 2017
              • Hispanic moms, because they hold the key to the household
                • Figure 6: Hispanics’ opinions about buying personal care for others in the household, by parental status and gender, April 2017
              • What it means
              • The Market – What You Need to Know

                • Hispanics have a pragmatic approach to personal care
                  • Hispanic women drive engagement in the category
                    • Hispanics are likely to be less influenced by experts
                      • Ingredients may be irrelevant
                        • Other considerations to keep in mind:
                        • Market Size

                          • Hispanics’ expenditure growth on personal care remains flat
                              • Figure 7: Total historical expenditures by Hispanic consumers for personal care products*, at current prices, 2012-17
                          • Category Engagement

                            • More than half of Hispanics experiment with new products at least occasionally
                                • Figure 8: Frequency in which Hispanics experiment with personal care products, indexed to all, April 2017
                                • Figure 9: Frequency in which Hispanics experiment with personal care products, by key demographics, April 2017
                            • Market Perspective

                              • The importance of culture
                                • Connecting with Hispanics is a challenge
                                  • Figure 10: Hispanics’ perception of the advertisements for personal care products, by key demographics, April 2017
                                • Hispanics less likely to rely on experts
                                  • Figure 11: Use of professional personal care services in the past six months, by Hispanic origin and household income, January 2016-March 2017
                                • There is a limited understanding of ingredients
                                  • Figure 12: Hispanics’ understanding of personal care products ingredients, by key demographics, April 2017
                              • Market Factors

                                • The Hispanic market is young
                                  • Figure 13: Population distribution, by Hispanic origin and generation share, 2017
                                • Lower median household income forces Hispanics to prioritize spending
                                  • Figure 14: Median household income, by race and Hispanic origin of householder, 2015
                                  • Figure 15: Household income distribution, by race and Hispanic origin of householder, 2015
                                • Improving labor market may inspire Hispanics to increase discretionary spending
                                  • Figure 16: Unemployment rate (seasonally adjusted), by Hispanic origin, January 2007-April 2017
                              • Key Players – What You Need to Know

                                • Personal care segments are fragmented
                                  • Hispanics’ routines are simple
                                    • What’s next
                                    • What’s Happening?

                                      • Hispanics and oral care
                                          • Figure 17: Incidence of visits to the dentist in the past 12 months, by Hispanic origin and household income, January 2016-March 2017
                                          • Figure 18: Kinds of toothpaste used the most, by Hispanic origin and language spoken at home, January 2016-March 2017
                                          • Figure 19: Brands of toothpaste used the most, by Hispanic origin and language spoken at home, January 2016-March 2017
                                        • Hispanics and haircare
                                          • Figure 20: Kinds of shampoo used the most, by Hispanic origin and language spoken at home, January 2016-March 2017
                                          • Figure 21: Brands of shampoo used the most in the past seven days, by Hispanic origin and language spoken at home, January 2016-March 2017
                                          • Figure 22: Brands of shampoo Hispanics used the most in the past 7 days, by gender and age, January 2016-March 2017
                                        • Hispanics and skincare
                                          • Figure 23: Forms of moisturizers/cream/lotions used the most, by Hispanic origin and language spoken at home, January 2016-March 2017
                                          • Figure 24: Brands of moisturizers/cream/lotions used the most, by Hispanic origin and language spoken at home, January 2016-March 2017
                                      • What’s Next?

                                          • More help in the selection process
                                            • More brand extensions
                                              • More surprises to stand out
                                                • More proof
                                                • The Consumer – What You Need to Know

                                                  • Hispanics’ practical approach to personal care is reflected in their purchases
                                                    • Hispanics associate mass merchandisers with value
                                                      • Three factors influence Hispanics’ purchases of personal care products
                                                        • Hispanics offer opportunities for new products and new brands
                                                          • Environmentally friendly claims don’t necessarily move Hispanics to action
                                                            • Hispanics over index for researching products before purchasing
                                                              • Mother knows best
                                                              • Product Purchases

                                                                  • Hispanics gravitate toward mass brands
                                                                    • The challenge to expand basic personal care brands
                                                                      • The challenge to expand basic supplemental personal care brands
                                                                        • Figure 25: Types of brands of personal care products Hispanics purchase, by type of product, April 2017
                                                                        • Figure 26: Types of brands of personal care products Hispanics purchase – Excluding nonbuyers, by type of product, April 2017
                                                                      • Hispanics have a greater arsenal of personal care products
                                                                        • Figure 27: Purchases of personal care product types, Hispanics’ percentage point difference vs all US consumers, by type of brand, April 2017
                                                                    • Personal Care Products by Shopping Location

                                                                        • Hispanics gravitate toward mass merchandisers for personal care products
                                                                          • Figure 28: Hispanics’ purchases of personal care products, by shopping location, April 2017
                                                                        • Hispanics hesitant to buy personal care products online
                                                                          • Figure 29: Hispanics’ purchases of personal care products from online retailers, April 2017
                                                                          • Figure 30: Hispanics’ attitude toward buying personal care products online, by key demographics, April 2017
                                                                      • Purchase Influencers

                                                                          • Hispanics are influenced by more factors in their purchase decisions
                                                                              • Figure 31: Factors influencing Hispanics’ purchases of personal care products, indexed to all, April 2017
                                                                            • Scent, benefits, and past experience matter
                                                                              • Figure 32: TURF analysis – Purchase influencers, April 2017
                                                                              • Figure 33: Table – TURF analysis – Purchase influencers, April 2017
                                                                            • Loyalty is harder to achieve among younger Hispanics
                                                                              • Figure 34: Factors influencing Hispanics’ purchases of personal care products, by gender and age, April 2017
                                                                            • Acculturated Hispanics favor convenience
                                                                              • Figure 35: Factors influencing Hispanics’ purchases of personal care products, by level of acculturation, April 2017
                                                                          • Attitudes toward Personal Care Brands

                                                                              • Hispanics offer opportunities for new products and new brands
                                                                                • Figure 36: Hispanics’ attitudes toward personal care brands, indexed to all, April 2017
                                                                              • Trial intent driven by younger Hispanic women …
                                                                                • Figure 37: Hispanics’ attitudes toward personal care brands, by gender and age, April 2017
                                                                              • … and by bicultural Hispanics
                                                                                • Figure 38: Hispanics’ attitudes toward personal care brands, by level of acculturation, April 2017
                                                                            • Attitudes toward Personal Care Products and the Environment

                                                                                • Hispanics over index for agreeing personal care products should be environmentally friendly
                                                                                  • Figure 39: Hispanics’ attitudes toward personal care products and the environment, indexed to all, April 2017
                                                                                • Concern with environmentally friendly products increases with acculturation
                                                                                  • Figure 40: Hispanics’ attitudes toward personal care products and the environment, by level of acculturation, April 2017
                                                                                  • Figure 41: Hispanics’ attitudes toward personal care products and the environment, by household income, April 2017
                                                                              • Personal Care Products Purchase Behavior

                                                                                  • Hispanics over index for researching products before purchasing
                                                                                      • Figure 42: Hispanics’ personal care products purchase behavior, indexed to all, April 2017
                                                                                      • Figure 43: Hispanics’ personal care products purchase behavior, by age and gender, April 2017
                                                                                    • Those who experiment do research, but also buy on impulse
                                                                                      • Figure 44: Hispanics’ personal care products purchase behavior, by frequency of experimentation, April 2017
                                                                                  • Spanish-language Packaging and Cultural Connection

                                                                                      • Spanish-language packaging has modest impact
                                                                                        • Each generation looks for its own brands
                                                                                          • Figure 45: Hispanics’ personal care products purchase behavior, language spoken at home, April 2017
                                                                                      • Personal Care Areas of Interest

                                                                                          • Interest in healthy skin and hair is driven by Hispanic women
                                                                                            • Figure 46: Hispanics’ personal care interests, by gender and age, April 2017
                                                                                            • Figure 47: Hispanics’ personal care interests, by frequency of experimentation, April 2017
                                                                                          • More-acculturated Hispanics more likely to care about personal care
                                                                                            • Figure 48: Hispanics’ personal care interests, by level of acculturation, April 2017
                                                                                        • Personal Care of Others in the Household

                                                                                            • Moms are in control
                                                                                              • Figure 49: Hispanics’ opinions about buying personal care for others in the household, by parental status and gender, April 2017
                                                                                              • Figure 50: Hispanics’ opinions about buying personal care for others in the household, by frequency of experimentation, April 2017
                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                            • Consumer survey data
                                                                                              • Terms
                                                                                                • TURF analysis – Methodology
                                                                                                  • A note on acculturation
                                                                                                  • Appendix – The Market

                                                                                                      • Figure 51: Total historical expenditures by Hispanic consumers for personal care products*, at inflation-adjusted prices, 2012-17

                                                                                                  Companies Covered

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

                                                                                                  Hispanics and Personal Care - US - July 2017

                                                                                                  US $3,995.00 (Excl.Tax)