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Latina Consumer - US - May 2011

This report builds on Mintel’s The New Latina—U.S., April 2009, Hispanic Diet and Wellness—U.S., November 2009, Hispanics and Personal Care—U.S., January 2011, and Share of Wallet: Hispanics—U.S., February 2010.

The categories covered in this report include Hispanic demographics, acculturation, and Latinas’ consumption and attitudes toward beauty and personal care products, fitness and exercise, media consumption, and social networking. In discussing their attitudes about themselves, we also address Latinas’ attitudinal differences by language preference. In this report we’ll look at consumption habits by language, income, and gender and provide insights for targeting each segment of the Hispanic population. We will also discuss and provide examples of trends and opportunities.

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Table of contents

  1. Scope and Themes

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

                      • Expenditures of the Hispanic consumer
                        • Who is the Latina consumer?
                          • The mindset of Latinas
                            • Beauty and personal care
                              • Fitness and exercise
                                • Electronics and mobile technology
                                  • Media consumption
                                    • Social life and social media
                                      • Marketing strategies
                                        • U.S. Hispanic population
                                          • Acculturation
                                          • Insights and Opportunities

                                            • The ‘Sorry, No Hablo Espanol’ Latina
                                              • Online all the time: Latina bloggers don’t just review, they buy
                                                • I want my MIA-TV; the new age of Spanish-language television
                                                • Inspire Insights

                                                    • Trend: “The real thing”
                                                    • Expenditures of the Hispanic Consumer

                                                      • Key points
                                                        • Category expenditures
                                                            • Figure 1: Average annual expenditures—Hispanic households, by expenditure category, 2002-10
                                                            • Figure 2: Average annual expenditures—non-Hispanic households, by expenditure category, 2002-10
                                                          • Distribution of expenditures
                                                              • Figure 3: Average annual distribution of expenditures, by categories—Hispanics vs. non-Hispanics, 2008
                                                          • Who is the Latina Consumer?

                                                            • Key points
                                                              • Demographics
                                                                • Hispanic women and total U.S. female population by age
                                                                    • Figure 4: Hispanic women, by age, 2005-15
                                                                  • U.S. female population
                                                                    • Figure 5: Total U.S. women population, by age, 2005-15
                                                                  • Language
                                                                    • Spoken in the home
                                                                      • Figure 6: Preference on language spoken in the home, by year, July 2009-Sept. 2010
                                                                    • Spoken outside of the home
                                                                      • Figure 7: Preference on language spoken outside the home, by year, July 2009-Sept. 2010
                                                                    • Employment
                                                                      • Employment status
                                                                          • Figure 8: Employment status of Hispanic women, by age, 2008
                                                                        • Participation in the labor force
                                                                          • Figure 9: Labor force participation by Hispanic women, by age, 2008
                                                                        • Purchasing power
                                                                          • Hispanic purchasing power
                                                                            • Figure 10: Purchasing power, by race/Hispanic origin, 2008
                                                                          • U.S. household income distribution
                                                                            • Figure 11: Median household income, by race and Hispanic origin of householder, 2008
                                                                          • Median personal income
                                                                            • Education
                                                                              • Hispanic women
                                                                                • Figure 13: Educational attainment of Latinas, by age, 2008
                                                                              • Hispanic men
                                                                                  • Figure 14: Educational attainment of Latin men, by age, 2008
                                                                                • Marital status
                                                                                  • Marital status by race/Hispanic origin
                                                                                      • Figure 15: Marital status, by race and Hispanic origin, 2008
                                                                                    • Hispanic women
                                                                                      • Figure 16: Marital status of Hispanic women, by age, 2008
                                                                                    • Mother
                                                                                      • Hispanic households with children
                                                                                        • Figure 17: Households with children, by race/Hispanic origin of householder, 2009
                                                                                        • Figure 18: Hispanic households, by presence and ages of children, 2009
                                                                                      • Fertility rate
                                                                                          • Figure 19: Fertility rate, by race and Hispanic origin of mother, 1998-2008
                                                                                      • The Mindset of Latinas

                                                                                        • Key points
                                                                                          • Latina identity
                                                                                            • Younger Latinas identify with Latino culture more
                                                                                              • Figure 20: Level of identification with their Latino culture, by age, February 2011
                                                                                            • Those who speak Spanish at home identify more with their Latino culture
                                                                                              • Figure 21: Level of identification with their Latino culture, by language spoken in the home, February 2011
                                                                                            • Media and advertisement
                                                                                              • Older Latinas believe retailers are trying harder today than in the past to reach Latinos
                                                                                                • Figure 22: Latinas’ attitudes toward Latino portrayal in the media, by age, February 2011
                                                                                              • Spanish-dominant Latinas most likely to see improvements in today’s Latino outreach
                                                                                                • Figure 23: Latinas’ attitudes toward Latino portrayal in the media, by language, February 2011
                                                                                              • Latinas and their looks
                                                                                                • No matter their age, most Latinas believe personal appearance says a lot
                                                                                                  • Figure 24: Latinas’ attitudes toward their appearance, by age, February 2011
                                                                                                • Spanish-dominant Latinas most concerned about looking good and fashionable
                                                                                                  • Figure 25: Latinas’ attitudes toward their appearance, by language spoken in the home, February 2011
                                                                                              • Beauty and Personal Care

                                                                                                • Key points
                                                                                                  • Beauty products
                                                                                                    • Younger Latinas tend to use more mascara than non-Latinas
                                                                                                      • Figure 26: Usage of makeup by Hispanic and non-Hispanic women, by age, July 2009-Sept. 2010
                                                                                                    • English-dominant Latinas most likely to use makeup products
                                                                                                      • Figure 27: Usage of makeup by Hispanic women, by language spoken in the home, July 2009-Sept. 2010
                                                                                                    • Hair care products
                                                                                                      • Hispanic and non-Hispanic by age
                                                                                                        • Figure 28: Usage of hair care products by Hispanic and non-Hispanic women, by age, July 2009-Sept. 2010
                                                                                                      • English-dominant use wider range of hair care products than Spanish-dominants
                                                                                                        • Figure 29: Usage of hair care products by Hispanic women, by language spoken in the home, July 2009-Sept. 2010
                                                                                                      • Personal care products
                                                                                                        • Latinas are more likely than non-Latinas to use many different types of product
                                                                                                          • Figure 30: Usage of personal care products by Hispanic and non-Hispanic women, by age, July 2009-Sept. 2010
                                                                                                        • English-dominant Latinas more likely to use dental floss, nail polish and facial cleansers
                                                                                                          • Figure 31: Usage of personal care products by Hispanic women, by language spoken in the home, July 2009-Sept. 2010
                                                                                                        • Preferred retailers
                                                                                                          • Cosmetics
                                                                                                            • Younger Latinas are more likely to buy cosmetics from home-based sales representatives
                                                                                                              • Figure 32: Type of retailer from which Latinas purchase cosmetics, by age, February 2011
                                                                                                            • Spanish-dominant Latinas more likely to purchase cosmetics at department stores
                                                                                                              • Figure 33: Type of retailer from which Latinas purchase cosmetics, by language spoken in the home, February 2011
                                                                                                            • Personal care products
                                                                                                              • Spanish-dominants most likely to shop at Walmart
                                                                                                                • Figure 34: Type of retailer where Hispanics purchase personal care products, by language spoken in the home, August 2010
                                                                                                              • Walmart is the preferred retailer for Hispanics, especially for lower-income households
                                                                                                                • Figure 35: Type of retailer where Hispanics purchase personal care products, by household income, August 2010
                                                                                                            • Fitness and Exercise

                                                                                                              • Key points
                                                                                                                • Hispanics and non-Hispanics
                                                                                                                  • Figure 36: Likelihood of exercising regularly in the last 12 months, by Hispanics and non-Hispanics, July 2009-Sept. 2010
                                                                                                                  • Figure 37: Location and frequency of exercise in the last 12 months, by Hispanics and non-Hispanics, July 2009-Sept. 2010
                                                                                                                • English-dominant Latinas more likely than Spanish-dominants to exercise regularly
                                                                                                                  • Figure 38: Likelihood of exercising regularly in the last 12 months by Hispanics, by language spoken in the home, July 2009-Sept. 2010
                                                                                                                  • Figure 39: Location and frequency of exercise in the last 12 months by Hispanics, by household income, July 2009-Sept. 2010
                                                                                                                • Fitness
                                                                                                                  • Latinas more likely to jog or do aerobics than non-Latinas
                                                                                                                    • Figure 40: Sports played or fitness activity participated in during the last 12 months, by Hispanics and non-Hispanics, July 2009-Sept. 2010
                                                                                                                  • English-dominant Latinas most likely to partake in fitness activity or sports
                                                                                                                    • Figure 41: Sports played or fitness activity participated in during the last 12 months by Hispanics, by language spoken in the home, July 2009-Sept. 2010
                                                                                                                • Electronics and Mobile Technology

                                                                                                                  • Key points
                                                                                                                    • Computers
                                                                                                                      • Latinas lag behind non-Latinas in computer usage at home and at work
                                                                                                                        • Figure 42: Usage and/or ownership of computer at home and at work and average number of hours used per week, by Hispanics and non-Hispanics, July 2009-Sept. 2010
                                                                                                                      • English-dominant Latinas are the mostly likely to have a computer at work and home
                                                                                                                        • Figure 43: Usage and/or ownership of computer at home and at work and average number of hours used per week, by Hispanics, by language spoken in the home, July 2009-Sept. 2010
                                                                                                                      • Portable electronics
                                                                                                                        • By Hispanics and non-Hispanics
                                                                                                                          • Figure 44: Ownership of portable electronics, by Hispanics and non-Hispanics, July 2009-Sept. 2010
                                                                                                                        • English-dominant Latinas most likely to own a PDA and an MP3
                                                                                                                          • Figure 45: Ownership of portable electronics by Hispanics, language spoken in the home, July 2009-Sept. 2010
                                                                                                                        • Cell phone
                                                                                                                          • Latinas display more interest in various cell phone features than non-Latinas
                                                                                                                            • Figure 46: Ownership of cellular/wireless phone and features utilized in the last 30 days, by Hispanics and non-Hispanics, July 2009-Sept. 2010
                                                                                                                          • English-dominant Latinas most likely to own cellular phones and enjoy text messaging
                                                                                                                            • Figure 47: Ownership of cellular/wireless phone and features utilized in the last 30 days by Hispanics, by language spoken in the home, July 2009-Sept. 2010
                                                                                                                        • Media Consumption

                                                                                                                          • Key points
                                                                                                                            • Television
                                                                                                                              • The majority of Latinas prefer TV in mostly English but some Spanish
                                                                                                                                • Figure 48: Language preference when watching television, by year, July 2009-Sept. 2010
                                                                                                                              • English-dominant Latinas prefer Lifetime, Spanish-dominants Galavisión
                                                                                                                                • Figure 49: Cable TV channels viewed in the last seven days, by language spoken in the home, July 2009-Sept. 2010
                                                                                                                              • Radio
                                                                                                                                • More English-dominants are listening to Spanish-language radio
                                                                                                                                  • Figure 50: Language preference of radio broadcast listened to, by year, July 2009-Sept. 2010
                                                                                                                                • Magazines
                                                                                                                                  • Latinas more likely to read fashion and beauty magazines than non-Latinas
                                                                                                                                    • Figure 51: Magazines read in the last six months, by Hispanics and non-Hispanics, July 2009-Sept. 2010
                                                                                                                                  • The Latina consumer
                                                                                                                                    • Latinas most likely to prefer reading only in English
                                                                                                                                      • Figure 52: Language preference when reading, by year, July 2009-Sept. 2010
                                                                                                                                    • Mature Latinas prefer SmartSource, younger Latinas prefer People magazines
                                                                                                                                      • Figure 53: Magazines read in the last six months by Hispanics, by age, July 2009-Sept. 2010
                                                                                                                                    • What Latinas are looking for in the media
                                                                                                                                      • Spanish-dominant Latinas most likely to want more information on a wealth of topics
                                                                                                                                        • Figure 54: Type of information Latinas would like to see more of in the media, by language in which survey was taken, February 2010
                                                                                                                                      • Younger Latinas most likely to want information on health and nutrition
                                                                                                                                        • Figure 55: Type of information Latinas would like to see more of in the media, by age, February 2010
                                                                                                                                      • Internet
                                                                                                                                        • Latinas more likely to visit YouTube and MySpace than non-Latinas
                                                                                                                                          • Figure 56: Websites visited in the last 30 days, by Hispanics and non-Hispanics, July 2009-Sept. 2010
                                                                                                                                        • Spanish-dominant Latinas most likely to visit YouTube.com
                                                                                                                                          • Figure 57: Websites visited in the last 30 days by Hispanics, by language spoken in the home, July 2009-Sept. 2010
                                                                                                                                      • Social Life and Social Media

                                                                                                                                        • Key points
                                                                                                                                          • Social life
                                                                                                                                            • Events attended
                                                                                                                                              • Mature Latinas were the most active events goers
                                                                                                                                                • Figure 58: Events attended last year by Latinas, by age, February 2011
                                                                                                                                              • Higher-income-earning Latinas most likely to attend cultural events
                                                                                                                                                • Figure 59: Events attended last year by Latinas, by household income, February 2011
                                                                                                                                              • Spanish-dominant Latinas most likely planning to attend events
                                                                                                                                                • Figure 60: Events Latinas are planning on attending in the next three months, by language spoken in the home, February 2011
                                                                                                                                              • Where to look for information on events and places to go
                                                                                                                                                • Mature Latinas most likely to get event information via television or their social circles
                                                                                                                                                  • Figure 61: Where do Latinas go to for information on events or places, by age, February 2011
                                                                                                                                                • Spanish-dominant Latinas seek event information via television, bilinguals via internet
                                                                                                                                                  • Figure 62: Where do Latinas go to for information on events or places, by language spoken in the home, February 2011
                                                                                                                                                • Social media
                                                                                                                                                  • Latinas aged 18-34 most likely to have a social media account and click on ads
                                                                                                                                                    • Figure 63: Social media and the Latina consumer, by age, February 2011
                                                                                                                                                  • Bilingual Latinas most likely to have a social media account
                                                                                                                                                    • Figure 64: Social media and the Latina consumer, by language spoken in the home, February 2011
                                                                                                                                                • Marketing Strategies

                                                                                                                                                  • Key points
                                                                                                                                                    • Television
                                                                                                                                                      • Bally Total Fitness
                                                                                                                                                        • Figure 65: Bally Total Fitness, Man leaving work for 30 minutes to work out, TV ad, June 2008
                                                                                                                                                        • Figure 66: Bally Total Fitness, Spanish-language ad, Lady working out lets go of resistance band, TV ad, May 2008
                                                                                                                                                      • T-Mobile (Wireless)
                                                                                                                                                        • Figure 67: T-Mobile, Spanish-language, Girl’s hair is curly from talking on her cell phone, TV ad, December 2008
                                                                                                                                                      • Garnier Fructis Triple Nutrition
                                                                                                                                                        • Figure 68: Garnier Fructis, Spanish-language, Danna Garcia says Nutrition gives better color and radiance, TV ad, December 2010
                                                                                                                                                      • Print
                                                                                                                                                        • Oro by Paulina Rubio
                                                                                                                                                          • Figure 69: Oro, Paulina Rubio Perfume
                                                                                                                                                        • Online
                                                                                                                                                          • L’Oréal’s Club Noveleras
                                                                                                                                                            • Latino 101 on SíTV
                                                                                                                                                              • Xfinity TV by Comcast
                                                                                                                                                                • Fabulosamente Latina
                                                                                                                                                                  • Vive Mejor
                                                                                                                                                                  • Cluster Analysis

                                                                                                                                                                      • Latino Identifiers
                                                                                                                                                                        • Demographics
                                                                                                                                                                          • Characteristics
                                                                                                                                                                            • Opportunities
                                                                                                                                                                              • Unfashionable
                                                                                                                                                                                • Demographics
                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                    • Opportunities
                                                                                                                                                                                      • Cosmeticless
                                                                                                                                                                                        • Demographics
                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                            • Opportunities
                                                                                                                                                                                              • Characteristic tables
                                                                                                                                                                                                • Figure 70: Latina clusters, February 2011
                                                                                                                                                                                                • Figure 71: Level of identity with Latino culture, by Latina clusters, February 2011
                                                                                                                                                                                                • Figure 72: Latinas’ attitudes toward the media, by Latina clusters, February 2011
                                                                                                                                                                                                • Figure 73: Latinas’ attitudes toward fashion and appearance, by Latina clusters, February 2011
                                                                                                                                                                                                • Figure 74: Type of information Latinas would like to see more of in the media, by Latina clusters, February 2011
                                                                                                                                                                                                • Figure 75: Preferred retailers when purchasing cosmetics, by Latina clusters, February 2011
                                                                                                                                                                                                • Figure 76: Attitudes toward social media, by Latina clusters, February 2011
                                                                                                                                                                                              • Demographic tables
                                                                                                                                                                                                • Figure 77: Latina clusters, by age, February 2011
                                                                                                                                                                                                • Figure 78: Latina clusters, by household income, February 2011
                                                                                                                                                                                                • Figure 79: Latina clusters, by marital status, February 2011
                                                                                                                                                                                                • Figure 80: Latina clusters, by children younger than 18 in the household, February 2011
                                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                                              • U.S. Hispanic Population

                                                                                                                                                                                                  • Key facts
                                                                                                                                                                                                    • U.S. population by race/Hispanic origin
                                                                                                                                                                                                      • Figure 81: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                                                                                      • Figure 82: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                                                                                      • Figure 83: Population, by race and Hispanic origin, 2000-15
                                                                                                                                                                                                    • The Hispanic and non-Hispanic population
                                                                                                                                                                                                      • The Hispanic and total U.S. population by age
                                                                                                                                                                                                        • Figure 84: U.S. Hispanic population, by age, 2005-15
                                                                                                                                                                                                        • Figure 85: Total U.S. population, by age, 2005-15
                                                                                                                                                                                                      • Hispanic purchasing power
                                                                                                                                                                                                        • Hispanic income levels
                                                                                                                                                                                                          • Figure 86: Largest Hispanic states, by Hispanic disposable income, 2005
                                                                                                                                                                                                        • The Hispanic household
                                                                                                                                                                                                          • Figure 87: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                                                                                          • Figure 88: Households, by number of people in the household—Hispanics vs. all households, 2009
                                                                                                                                                                                                        • Generations
                                                                                                                                                                                                          • Hispanics by generation
                                                                                                                                                                                                            • Figure 89: Generations—Hispanics vs. non-Hispanics, 2009
                                                                                                                                                                                                          • Hispanics by country of origin/heritage
                                                                                                                                                                                                            • Figure 90: Hispanic population, by country of origin/ancestry, 2006-08
                                                                                                                                                                                                            • Figure 91: Graph: Hispanics, by country of origin/heritage, 2006-08
                                                                                                                                                                                                          • Hispanics by geographic concentration
                                                                                                                                                                                                            • Figure 92: Hispanic population, by region, by country of origin/ancestry, 2006-08
                                                                                                                                                                                                            • Figure 93: Graph: Hispanic population, by region, 2006-08
                                                                                                                                                                                                            • Figure 94: Hispanic population in top five states, by country of origin, 2006-08
                                                                                                                                                                                                          • States with greatest Hispanic population growth
                                                                                                                                                                                                            • Figure 95: Hispanic population, states with greatest percentage increase, 2000 and 2006
                                                                                                                                                                                                          • Key Hispanic metropolitan areas
                                                                                                                                                                                                            • Figure 96: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-08
                                                                                                                                                                                                          • Acculturation
                                                                                                                                                                                                            • What is acculturation?
                                                                                                                                                                                                              • Why is level of acculturation important?
                                                                                                                                                                                                                • Levels of acculturation
                                                                                                                                                                                                                    • Figure 97: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                                                                                                  • What is retro-acculturation?
                                                                                                                                                                                                                    • Retro-acculturation
                                                                                                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                        • Figure 98: Average annual expenditures of CU reference person—Hispanics vs. non-Hispanics, 2008
                                                                                                                                                                                                                        • Figure 99: Average annual expenditures, indexed to all CUs—Hispanics vs. non-Hispanics, 2008
                                                                                                                                                                                                                        • Figure 100: Share of aggregate expenditures accounted for—Hispanics vs. non-Hispanics, 2008
                                                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                      • Association of Hispanic Advertising Agencies
                                                                                                                                                                                                                      • AT&T Inc.
                                                                                                                                                                                                                      • Avon USA
                                                                                                                                                                                                                      • Colgate-Palmolive Company
                                                                                                                                                                                                                      • Google, Inc.
                                                                                                                                                                                                                      • Johnson & Johnson
                                                                                                                                                                                                                      • Kmart Corporation
                                                                                                                                                                                                                      • L'Oréal USA
                                                                                                                                                                                                                      • Lancôme
                                                                                                                                                                                                                      • Macy's, Inc.
                                                                                                                                                                                                                      • Martha Stewart Living Omnimedia Inc.
                                                                                                                                                                                                                      • Meredith Corporation
                                                                                                                                                                                                                      • MySpace.com
                                                                                                                                                                                                                      • Netflix, Inc.
                                                                                                                                                                                                                      • PayPal Inc.
                                                                                                                                                                                                                      • Procter & Gamble USA
                                                                                                                                                                                                                      • Revlon USA
                                                                                                                                                                                                                      • Sephora
                                                                                                                                                                                                                      • T-Mobile USA
                                                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                                                                                                      • Unilever USA
                                                                                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                                                                                      • Yahoo! Inc
                                                                                                                                                                                                                      • YMCA of the USA
                                                                                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                                                                                      Latina Consumer - US - May 2011

                                                                                                                                                                                                                      £2,684.63 (Excl.Tax)