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Hispanics and Personal Care - US - September 2013

“In order to grow the Hispanic market, personal care manufacturers need to find new ways to entice Hispanics to try new products and get excited about the shopping experience. Personal care products don’t need to be thought of as a commodity; less acculturated Hispanics still have a long way to go in learning about their options, and brands can help them get there. Targeting Hispanics through relevant promotions (such as refer-a-friend) and products specifically tailored to Latino needs is a good start.”

– Susan Menke, Category Manager, Multicultural

Some questions answered in this report include:

  • How can personal care products stand out as more than a mere commodity?
  • Why are promotions not speaking to less affluent Hispanics?
  • How can products be positioned to meet Hispanics’ specific needs?

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Table of contents

  1. Scope and Themes

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

                      • Hispanic households spent an average of $570 annually on personal care
                        • Figure 1: Average expenditures by Hispanic households for personal care products and services, at current prices, three-year rolling averages, 2007-12
                      • Opportunity for personal care services, as Hispanics under index
                        • Figure 2: Average expenditures for personal care products and services, by Hispanic and non-Hispanic households, indexed to all households, 2012
                      • Nine in 10 Hispanic women buy personal care products of every variety
                        • Figure 3: Personal care products purchased in last six months—any purchase, Hispanic women, July 2013
                      • Mass merchandisers are preferred retailer for hygiene and beauty products
                        • Figure 4: Type of retailer used for personal care product purchases, all Hispanics, July 2013
                      • Spanish-speaking Hispanics more influenced by friends and family
                        • Figure 5: Factors influencing buying decision, by language spoken in the home, July 2013
                      • Promotions not speaking to least affluent Hispanics
                        • Figure 6: Influence of promotions in the purchase decision, by household income, July 2013
                      • Individual uniqueness resonates with less acculturated Hispanics
                        • Figure 7: Agreement with attitudinal statements regarding self-image and personal care products, by language spoken in home, July 2013
                      • What we think
                      • Issues and Insights

                          • How can personal care products stand out as more than a mere commodity?
                            • Insight: educate less acculturated Hispanics on their choices
                              • Why are promotions not speaking to less affluent Hispanics?
                                • Insight: offer products in bulk, refer-a-friend promotions
                                  • How can products be positioned to meet Hispanics’ specific needs?
                                    • Insight: emphasize individual uniqueness
                                    • Trend Applications

                                        • Trend: Return to the Experts
                                          • Trend: Non-Standard Society
                                            • Mintel Futures: Generation Next
                                            • Hispanic Expenditures on Personal Care

                                              • Key points
                                                • Personal care spending stagnant
                                                  • Figure 8: Average expenditures by Hispanic households for personal care products and services, at current prices, three-year rolling averages, 2007-12
                                                  • Figure 9: Average expenditures by Hispanic households for personal care products, at current prices, three-year rolling averages, 2007-12
                                                  • Figure 10: Average expenditures by Hispanic households for personal care services, at current prices, three-year rolling averages, 2007-12
                                                • Hispanics over index personal care product spending
                                                  • Figure 11: Average expenditures for personal care products and services, by Hispanic and non-Hispanic households, indexed to all households, 2012
                                              • Marketing Strategies

                                                • Overview
                                                  • Head & Shoulders partners with soccer star Lionel Messi
                                                    • Figure 12: Head & Shoulders, television ad, 2012
                                                  • Avon emphasizes personal touch
                                                    • Figure 13: Avon, television ad, 2013
                                                  • Eva Mendes provides crossover appeal for Pantene
                                                    • Figure 14: Pantene, television ad, 2012
                                                    • Figure 15: Pantene, television ad, 2012
                                                  • Gillette speaks to Hispanic men looking to go hairless
                                                    • Figure 16: Gillette, television ad, 2013
                                                • Social Media—Hispanics and Personal Care

                                                  • Key points
                                                    • Key social media metrics
                                                      • Figure 17: Key brand metrics, personal care brands, August 2013
                                                    • Market overview
                                                      • Brand usage and awareness
                                                          • Figure 18: Usage and awareness of selected personal care brands, July 2013
                                                        • Interaction with brands
                                                          • Figure 19: Interaction with selected personal care brands, July 2013
                                                        • Online conversations
                                                          • Figure 20: Online mentions, selected personal care brands, by week, Feb. 24-Aug. 25, 2013
                                                        • Where are people talking about personal care brands?
                                                          • Figure 21: Mentions by page type, selected personal care brands, Feb. 24-Aug. 25, 2013
                                                        • What are people talking about?
                                                          • Figure 22: Mentions by type of conversation, selected personal care brands, Feb. 24-Aug. 25, 2013
                                                          • Figure 23: Major areas of discussion surrounding personal care brands, by page type, Feb. 24-Aug. 25, 2013
                                                        • Brand analysis
                                                          • Avon
                                                            • Figure 24: Avon key social media indicators, August 2013
                                                          • Key online campaigns
                                                            • What we think
                                                              • Clinique
                                                                • Figure 25: Clinique key social media indicators, August 2013
                                                              • Key online campaigns
                                                                • What we think
                                                                  • Suave
                                                                    • Figure 26: Suave key social media indicators, August 2013
                                                                  • Key online campaigns
                                                                    • What we think
                                                                      • Neutrogena
                                                                        • Figure 27: Neutrogena key social media indicators, August 2013
                                                                      • Key online campaigns
                                                                        • What we think
                                                                          • Dove
                                                                            • Figure 28: Dove key social media indicators, August 2013
                                                                          • Key online campaigns
                                                                            • What we think
                                                                              • Colgate
                                                                                • Figure 29: Colgate key social media indicators, August 2013
                                                                              • Key online campaigns
                                                                                • What we think
                                                                                • Personal Care Products Purchased

                                                                                  • Key points
                                                                                    • Nearly all Hispanics buy hygiene products, beauty products less frequent
                                                                                      • Figure 30: Personal care products purchased, July 2013
                                                                                    • Nine in 10 Hispanic women buy personal care products of all types
                                                                                        • Figure 31: Personal care products purchased in last six months—any purchase, by gender, July 2013
                                                                                      • Hygiene product purchases largely unaffected by acculturation
                                                                                        • Figure 32: Personal care products purchased—any purchase in last six months, by languages spoken in home, July 2013
                                                                                    • Oral Care

                                                                                      • Key points
                                                                                        • Regular toothpaste is used most frequently
                                                                                          • Figure 33: Types of toothpaste used most often, by gender, January 2012-March 2013
                                                                                        • Spanish-speaking respondents less likely to use whitening toothpaste
                                                                                          • Figure 34: Types of toothpaste used most often, by language spoken in home, January 2012-March 2013
                                                                                        • Colgate dominant brand among Hispanic consumers
                                                                                          • Figure 35: Brands of toothpaste used most often, by gender, January 2012-March 2013
                                                                                      • Haircare

                                                                                        • Key points
                                                                                          • Hispanic women seek a wide variety of haircare products
                                                                                            • Figure 36: Types of shampoo used in last seven days, by gender, January 2012-March 2013
                                                                                          • Head & Shoulders recently rises to most popular brand
                                                                                            • Figure 37: Brands of shampoo used in last seven days, by gender, January 2012-March 2013
                                                                                          • TRESemmé popular among younger Hispanics
                                                                                            • Figure 38: Brands of shampoo used in last seven days, by age, January 2012-March 2013
                                                                                        • Deodorants/Antiperspirants

                                                                                          • Key points
                                                                                            • Most Hispanics choose solid/stick deodorant
                                                                                              • Figure 39: Forms of deodorants and antiperspirants used in last seven days, by gender, January 2012-March 2013
                                                                                            • Roll-on forms still popular with Spanish-speaking audience
                                                                                              • Figure 40: Types of deodorants and antiperspirants used in last seven days, by language spoken in home, January 2012-March 2013
                                                                                            • Brand preferences defined by gender
                                                                                              • Figure 41: Brands of deodorants and antiperspirants used in last seven days, by gender, January 2012-March 2013
                                                                                          • Feminine Hygiene

                                                                                            • Key points
                                                                                              • Spanish-dominant Hispanics using feminine hygiene products
                                                                                                • Figure 42: Personal care products purchased in last six months—Feminine hygiene (e.g., tampons, sanitary napkins, etc.), by language spoken in the home, July 2013
                                                                                              • Brand loyalty demonstrated
                                                                                                • Figure 43: Brands of tampons used, by household income, January 2012-March 2013
                                                                                              • Always brand is category leader
                                                                                                • Figure 44: Brands of sanitary pads and napkins used, January 2012-March 2013
                                                                                            • Perfume, Cologne, and Body Sprays

                                                                                              • Key points
                                                                                                • Spanish-dominant Hispanics more likely to use perfume
                                                                                                  • Figure 45: Type of perfume, cologne, and toilet water used, by language spoken in home, January 2012-March 2013
                                                                                                • Perfume brands
                                                                                                  • Figure 46: Brands of perfume, cologne and toilet water used, by gender, January 2012-March 2013
                                                                                              • Body/Hand Lotion

                                                                                                • Key points
                                                                                                  • Most Hispanics choose regular lotions
                                                                                                    • Figure 47: Types of moisturizers, creams, and lotions used, by gender, January 2012-March 2013
                                                                                                  • Lotions with enhancements appeal to more acculturated Hispanics
                                                                                                    • Figure 48: Types of moisturizers, creams, and lotions used, by languages spoken in home, January 2012-March 2013
                                                                                                  • No clear leading brand
                                                                                                    • Figure 49: Brands of moisturizers, creams, and lotions used, by language spoken in home, January 2012-March 2013
                                                                                                • Shaving Supplies, Razors/Creams

                                                                                                  • Key points
                                                                                                    • Most Hispanics use regular shaving cream
                                                                                                      • Figure 50: Types of shaving creams or gels used, by gender, January 2012-March 2013
                                                                                                    • Less acculturated choose regular
                                                                                                      • Figure 51: Types of shaving creams or gels used, by language spoken in home, January 2012-March 2013
                                                                                                    • Gillette leader among shaving creams
                                                                                                      • Figure 52: Brands of shaving creams or gels used, by gender, January 2012-March 2013
                                                                                                    • Hispanic women looking for strong razor brand
                                                                                                      • Figure 53: Brands of razor used, by gender, January 2012-March 2013
                                                                                                  • Sun Protection, Block, Tanners

                                                                                                    • Key points
                                                                                                      • SPF30+ used most by Hispanics by a wide measure
                                                                                                        • Figure 54: Type of sunscreen/suntan lotion used, by gender, January 2012-March 2013
                                                                                                      • Young Hispanics are the sole audience looking to tan
                                                                                                        • Figure 55: Type of sunscreen/suntan lotion used, by age, January 2012-March 2013
                                                                                                      • Banana Boat most popular brand among Hispanics
                                                                                                        • Figure 56: Brand of sunscreen/suntan lotion used, by language spoken in home, January 2012-March 2013
                                                                                                    • Facial Products

                                                                                                      • Key points
                                                                                                        • Youthful population indicates specific facial cleansing needs
                                                                                                          • Figure 57: Type of facial cleansing products used, by age, January 2012-March 2013
                                                                                                        • Neutrogena most popular brand
                                                                                                          • Figure 58: Brands of facial cleansing products used, by age, January 2012-March 2013
                                                                                                      • Where Products are Purchased

                                                                                                        • Key points
                                                                                                          • Mass merchandisers are a preferred retailer of hygiene and beauty products
                                                                                                            • Figure 59: Type of retailer where hygiene and beauty products are purchased most often, July 2013
                                                                                                          • Hispanic women more likely to use specialty channels
                                                                                                            • Figure 60: Type of retailer where hygiene and beauty products are purchased most often, by gender, July 2013
                                                                                                          • Younger Hispanics shop at dollar stores
                                                                                                            • Figure 61: Type of retailer where hygiene and beauty products are purchased most often, by age, July 2013
                                                                                                          • More affluent Hispanics shop online
                                                                                                            • Figure 62: Type of retailer where hygiene and beauty products are purchased most often, by household income, July 2013
                                                                                                          • Hispanics are purchasing beauty care products at department stores
                                                                                                            • Figure 63: Type of retailer where beauty products are purchased most often, by type of beauty product, July 2013
                                                                                                        • Buying Decisions

                                                                                                          • Key points
                                                                                                            • Recommendation from family/friend influences purchases most
                                                                                                              • Figure 64: Factors influencing buying decision, by gender, July 2013
                                                                                                            • Social media outlets more influential among younger Hispanics
                                                                                                              • Figure 65: Factors influencing buying decision, by age, July 2013
                                                                                                            • Spanish-speaking Hispanics are more influenced by friends and family
                                                                                                              • Figure 66: Factors influencing buying decision, by language spoken in the home, July 2013
                                                                                                            • Professionals influence purchase of cosmetics and nail care products
                                                                                                              • Figure 67: Factors influencing buying decision, by type of personal care products purchased, July 2013
                                                                                                              • Figure 68: Factors influencing buying decision, by personal care products purchased, July 2013
                                                                                                          • Influence of Promotions

                                                                                                            • Key points
                                                                                                              • Sales are the most effective promotion
                                                                                                                • Figure 69: Influence of promotions, by gender, July 2013
                                                                                                              • Promotions not speaking to least affluent Hispanics
                                                                                                                • Figure 70: Influence of promotions, by household income, July 2013
                                                                                                              • English-speaking Hispanics are more swayed by promotions
                                                                                                                • Figure 71: Influence of promotions, by languages spoken in home, July 2013
                                                                                                              • Drug stores and dollar stores effectively promoting products
                                                                                                                • Figure 72: Influence of promotions, by type of retailer where hygiene products are purchased most often, July 2013
                                                                                                                • Figure 73: Influence of promotions, by type of retailer where hygiene products are purchased most often, July 2013 (continued)
                                                                                                            • The Purchase Process

                                                                                                              • Key points
                                                                                                                • Majority of Hispanics shop by browsing
                                                                                                                  • Figure 74: Resources used when shopping for personal care products, by gender, July 2013
                                                                                                                • Hispanics aged 35-44 more likely to refer to ads before shopping
                                                                                                                  • Figure 75: Resources used when shopping for personal care products, by age, July 2013
                                                                                                                • More affluent Hispanics participate in store loyalty programs
                                                                                                                  • Figure 76: Resources used when shopping for personal care products, by household income, July 2013
                                                                                                                • Department store shoppers looking for deals in print, online
                                                                                                                  • Figure 77: Resources used when shopping for personal care products, by type of retailers where beauty products are purchased, July 2013
                                                                                                              • Attitudes toward Personal Care Products

                                                                                                                • Key points
                                                                                                                  • Good grooming is valued by Hispanics
                                                                                                                    • Figure 78: Attitudes toward grooming and personal care products, by gender, July 2013
                                                                                                                  • Half of Hispanics think they need a makeover
                                                                                                                    • Figure 79: Attitudes toward grooming and personal care products, by age, July 2013
                                                                                                                  • Looking one’s best at all times important for more affluent Hispanics
                                                                                                                    • Figure 80: Attitudes toward grooming and personal care products, by household income, July 2013
                                                                                                                  • Individual uniqueness resonates with less acculturated Hispanics
                                                                                                                    • Figure 81: Attitudes toward grooming and personal care products, by language spoken in home, July 2013
                                                                                                                • Appendix – Overview of the Hispanic Consumer

                                                                                                                  • Key points
                                                                                                                    • Hispanic purchasing power projected to reach $1.7 trillion in four years
                                                                                                                      • Hispanic household income lags Whites and Asians
                                                                                                                        • Figure 82: Median household income, by race/Hispanic origin of householder, 2011
                                                                                                                      • Hispanic male median personal income improved in 2011
                                                                                                                        • Figure 83: Median personal incomes of people aged 15 or older, by Hispanic origin and gender, in inflation-adjusted dollars, 2001-11
                                                                                                                      • Hispanic unemployment rates declining
                                                                                                                        • Figure 84: Percent unemployment at end of third quarter, by race/Hispanic origin, 2007-12
                                                                                                                      • Hispanics among the fastest-growing population segments in the U.S.
                                                                                                                        • Hispanics are overwhelmingly young
                                                                                                                          • Figure 85: Generational profile, Hispanics versus non-Hispanics, 2011
                                                                                                                        • Hispanic households larger than non-Hispanic households
                                                                                                                          • Figure 86: Average household size, by Hispanic origin/race of householder, 2001, 2008, and 2011
                                                                                                                          • Figure 87: Number of households, by number of people in the household—Hispanics versus all, 2011
                                                                                                                        • Hispanic households have younger children
                                                                                                                          • Figure 88: Number of households with children, by race and Hispanic origin of householder, 2012
                                                                                                                          • Figure 89: Number of households, by race of householder and presence and ages of children, 2011
                                                                                                                        • Hispanic educational attainment generally high school or lower
                                                                                                                          • Figure 90: Educational attainment of Hispanic men, by age, 2011
                                                                                                                          • Figure 91: Educational attainment of Hispanic women, by age, 2011
                                                                                                                        • Hispanics overwhelmingly reside in Southern and Western America
                                                                                                                          • Figure 92: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                                        • Immigration is declining—but immigration reform may present an opportunity
                                                                                                                            • Figure 93: Estimates of the U.S. unauthorized immigrant population, 2000-11
                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                            • Figure 94: Type of retailer where hygiene products are purchased, by gender, July 2013
                                                                                                                            • Figure 95: Type of retailer where beauty products are purchased, by age, July 2013
                                                                                                                            • Figure 96: Type of retailer where beauty products are purchased, by household income, July 2013
                                                                                                                            • Figure 97: Factors influencing buying decision, by household income, July 2013
                                                                                                                            • Figure 98: Influence of promotions, by age, July 2013
                                                                                                                            • Figure 99: Influence of promotions, by type of retailer where beauty products are purchased, July 2013
                                                                                                                            • Figure 100: Brands of deodorants and antiperspirants used in last seven days, by age, January 2012-March 2013
                                                                                                                        • Appendix – Social Media

                                                                                                                            • Figure 101: Brand usage or awareness, July 2013
                                                                                                                            • Figure 102: Dove usage or awareness, by demographics, July 2013
                                                                                                                            • Figure 103: Suave usage or awareness, by demographics, July 2013
                                                                                                                            • Figure 104: Neutrogena usage or awareness, by demographics, July 2013
                                                                                                                            • Figure 105: Colgate usage or awareness, by demographics, July 2013
                                                                                                                            • Figure 106: Avon usage or awareness, by demographics, July 2013
                                                                                                                            • Figure 107: Clinique usage or awareness, by demographics, July 2013
                                                                                                                            • Figure 108: Social media activities, July 2013
                                                                                                                            • Figure 109: Dove—social media activities, by demographics, July 2013
                                                                                                                            • Figure 110: Dove—social media activities, by demographics, July 2013
                                                                                                                            • Figure 111: Suave—social media activities, by demographics, July 2013
                                                                                                                            • Figure 112: Suave—social media activities, by demographics, July 2013
                                                                                                                            • Figure 113: Neutrogena—social media activities, by demographics, July 2013
                                                                                                                            • Figure 114: Colgate—social media activities, by demographics, July 2013
                                                                                                                            • Figure 115: Colgate—social media activities, by demographics, July 2013
                                                                                                                            • Figure 116: Avon—social media activities, by demographics, July 2013
                                                                                                                            • Figure 117: Avon—social media activities, by demographics, July 2013
                                                                                                                            • Figure 118: Clinique—social media activities, by demographics, July 2013
                                                                                                                          • Online conversations
                                                                                                                            • Figure 119: Online mentions, selected personal care brands, Feb. 24-Aug. 25, 2013
                                                                                                                            • Figure 120: Mentions by page type, selected personal care brands, by week, Feb. 24-Aug. 25, 2013
                                                                                                                            • Figure 121: Mentions by type of conversation, selected personal care brands, Feb. 24-Aug. 25, 2013
                                                                                                                            • Figure 122: Major areas of discussion surrounding personal care brands, by week, Feb. 24-Aug. 25, 2013
                                                                                                                            • Figure 123: Major areas of discussion surrounding personal care brands, by page type, Feb. 24-Aug. 25, 2013
                                                                                                                        • Appendix – Trade Associations

                                                                                                                          Companies Covered

                                                                                                                          • Avon USA
                                                                                                                          • Clinique Laboratories, Inc.
                                                                                                                          • Coca-Cola Company (The) (USA)
                                                                                                                          • Colgate-Palmolive Company
                                                                                                                          • Facebook, Inc.
                                                                                                                          • Hispanic Dental Association
                                                                                                                          • LinkedIn
                                                                                                                          • Major League Baseball
                                                                                                                          • Neutrogena Corporation
                                                                                                                          • Sephora
                                                                                                                          • The New York Times Company
                                                                                                                          • Twitter, Inc.
                                                                                                                          • Unilever USA
                                                                                                                          • YouTube, Inc.

                                                                                                                          Hispanics and Personal Care - US - September 2013

                                                                                                                          £3,174.67 (Excl.Tax)