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Marketing to Hispanic Moms - US - February 2013

“From figuring out how to provide nutritional meals on a budget or determining what is ‘nutritional,’ Latina moms want additional information from the media. Whether it is editorial content or branded advertising, brand messages are not influencing Hispanic moms’ purchasing decisions. This begs the question: Do brands understand how Latina moms think and feel and are they delivering the right message, in the right place and in the right language?”

– Leylha Ahuile, Senior Multicultural Analyst

Some questions answered in this report include:

  • “Am I providing nutritional meals for my child?”
  • Why are some marketing campaigns still not influencing Latina moms?
  • Have the finances of Latina moms improved?

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Table of contents

  1. Scope and Themes

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

                    • U.S. Hispanic population
                      • Hispanic households are almost twice as likely to have children
                        • Figure 1: Households with own children, by Hispanic and non-Hispanic origin of householder, 2012
                      • Birthrates decrease but Hispanics’ still higher
                        • Figure 2: Birthrate, by race/Hispanic origin, 2007-09
                      • Hispanic households have younger children
                        • Figure 3: Households, by race of householder and presence and ages of children, 2011
                      • The consumer
                        • Nutrition is the biggest worry among Hispanic moms
                          • Figure 4: Top five things that worry Hispanic moms, by level of priority, October 2012
                        • Sugar, carbs, and preservatives speak the same language
                          • Figure 5: Top three contributors to a poor diet, by language spoken in home, October 2012
                        • Hispanic moms more likely to purchase baby personal care products
                          • Figure 6: Household purchases of baby personal care products, by race/Hispanic origin, April 2011-June 2012
                        • Latina moms’ usage of PCs and smartphones for parenting activities
                          • Figure 7: Top seven ways in which Hispanic moms use their PC and/or smartphone for parenting, by language spoken in home, October 2012
                        • Type of information Latina moms would like to see more of from the media
                          • Figure 8: Type of information Hispanic moms would like to see more of from the media, October 2012
                        • What we think
                        • Issues in the Market

                            • “Am I providing nutritional meals for my child?”
                              • Why are some marketing campaigns still not influencing Latina moms?
                                • Have the finances of Latina moms improved?
                                • Insights and Opportunities

                                  • Latina moms have gone mobile
                                    • Latina moms want to be heard
                                    • Trend Applications

                                        • Trend: Immaterial World
                                          • Trend: Collective Intelligence
                                            • 2015 Trend: Access Anything Anywhere
                                            • Profile of Hispanic Moms

                                              • Key points
                                                • Hispanic households and children
                                                  • Households with children
                                                    • Figure 9: Households with children, by race and Hispanic origin of householder, 2012
                                                  • Young families play an important role in the mix
                                                    • Figure 10: Households, by race of householder and presence and ages of children, 2011
                                                  • Age of children
                                                    • Figure 11: U.S. population of kids aged 6-11, by race/Hispanic origin, 2007-17
                                                    • Figure 12: U.S. population of kids aged 12-17, by race/Hispanic origin, 2007-17
                                                  • Demographic profile of moms
                                                    • Birthrate
                                                      • Figure 13: Birthrate, by race/Hispanic origin, 2000-09
                                                      • Figure 14: Distribution of births, by race and Hispanic origin of mother, 2000-09
                                                    • Marital status
                                                      • Figure 15: Marital status of those aged 18 or older, by race and Hispanic origin, 2011
                                                      • Figure 16: Marital status of Hispanics aged 18 or older, by gender, 2012
                                                    • The role of language in the household
                                                      • Spanish-dominants have larger household size
                                                        • Figure 17: Profile of survey respondents, number of people in the household, by language spoken in the home, October 2012
                                                      • Latina moms are raising bilingual children
                                                        • Figure 18: Language in which Hispanic moms speak with other adults and children within the household, by language spoken in home, October 2012
                                                        • Figure 19: Día de los Muertos, 2012
                                                    • Mindset of Hispanic Moms

                                                      • Key points
                                                        • Today’s Hispanic moms
                                                          • Older moms are more likely to use technology to stay connected with child/children
                                                            • Figure 20: Profile of Hispanic moms, by age, October 2012
                                                          • English-dominant moms are less likely to use technology to stay connected with children
                                                            • Figure 21: Profile of Hispanic moms, by language spoken in home, October 2012
                                                          • Foreign moms are more involved in their children’s lives
                                                            • Figure 22: Profile of Hispanic moms, by country of origin, October 2012
                                                          • Time spent on activities
                                                            • Moms are spending more time on activities driven by finances
                                                              • Figure 23: Time spent on various activities in comparison to last year, October 2012
                                                            • Spanish-dominant moms are taking more time to read food labels
                                                              • Figure 24: Time spent on various activities in comparison to last year, by language spoken in home, October 2012
                                                            • What worries Hispanic moms
                                                              • Nutrition is the biggest worry among Hispanic moms
                                                                • Figure 25: What worries Hispanic moms, by level of priority, October 2012
                                                              • English-dominant moms are less worried about nutrition
                                                                • Figure 26: What worries Hispanic moms, by language spoken in home, October 2012
                                                              • Economic status of moms
                                                                • More than a third of moms are feeling worse off financially
                                                                  • Figure 27: Economic status of moms in the last 12 months, by race/Hispanic origin, April 2011-June 2012
                                                                • Lower-income Hispanic moms are the most likely to feel worse off financially
                                                                  • Figure 28: Economic status of Hispanic moms in the last 12 months, by household income, April 2011-June 2012
                                                              • Shopping Behavior and Influencers

                                                                • Key points
                                                                  • Decision influencers
                                                                    • Request from child is the number one influencer
                                                                      • Figure 29: Influencers when purchasing for child/children, by order of importance, October 2012
                                                                    • Older moms are just as influenced by online information as younger moms
                                                                      • Figure 30: Influencers when purchasing for child/children, by age, October 2012
                                                                    • Spanish-dominant moms are also influenced by English-language media
                                                                      • Figure 31: Influencers when purchasing for child/children, by language spoken in home, October 2012
                                                                    • Trial of new products
                                                                      • Younger moms more likely to be swayed by online media
                                                                        • Figure 32: What has led Hispanic moms to try a new product in the last three months, by age, October 2012
                                                                      • English-dominant moms are less likely to be influenced by blogs
                                                                        • Figure 33: What has led Hispanic moms to try a new product in the last three months, by language spoken in home, October 2012
                                                                      • Shopping
                                                                        • Attitudes toward shopping
                                                                          • Figure 34: Attitudes of moms toward shopping, by race/Hispanic origin, April 2011-June 2012
                                                                        • Hispanic moms less likely to be persuaded by most forms of retail advertising
                                                                          • Figure 35: Sources used by moms when shopping, by race/Hispanic origin, April 2011-June 2012
                                                                        • Spanish-dominant moms are more likely to be influenced by in-store announcements
                                                                          • Figure 36: Sources used by Hispanic moms when shopping, by language spoken in home, April 2011-June 2012
                                                                      • Food and Health

                                                                        • Key points
                                                                          • Nutrition and healthcare
                                                                            • Biggest worriers for Hispanic moms
                                                                              • Figure 37: What worries Hispanic moms, October 2012
                                                                            • Attitudes toward food
                                                                              • Simple and easy foods don’t appeal to Hispanic moms
                                                                                • Figure 38: Moms attitudes toward food, by race/Hispanic origin, April 2011-June 2012
                                                                              • Leading a healthy life
                                                                                • Older moms have a greater understanding of the factors that contribute to a healthy life
                                                                                  • Figure 39: Factors that contribute to a healthy life, by age, October 2012
                                                                                • Poor diet
                                                                                  • Younger versus older Hispanic moms, caffeine versus carbs
                                                                                    • Figure 40: Top three contributors to a poor diet, by age, October 2012
                                                                                  • Sugar, carbs, and preservatives speak the same language
                                                                                    • Figure 41: Top three contributors to a poor diet, by language spoken in home, October 2012
                                                                                  • Baby food
                                                                                    • Hispanic households are the most likely to consume baby foods
                                                                                      • Figure 42: Likelihood of consuming baby foods, baby cereals and baby juices, by race/Hispanic origin, April 2011-June 2012
                                                                                    • Baby formula
                                                                                      • Twice as likely to be used by Hispanic moms
                                                                                        • Figure 43: Likelihood of consuming powdered baby formula, by race/Hispanic origin, April 2011-June 2012
                                                                                    • Children’s Products

                                                                                      • Key points
                                                                                        • Hispanic moms more likely to buy children’s products
                                                                                          • Figure 44: Household purchases of baby personal care products, by race/Hispanic origin, April 2011-June 2012
                                                                                        • Brands of children’s products
                                                                                          • Preferred brands of disposable diapers and training pants
                                                                                            • Figure 45: Brands of disposable diapers and training pants used, by race/Hispanic origin, April 2011-June 2012
                                                                                          • Preferred brands of premoistened cleansing wipes/cloths for babies
                                                                                            • Figure 46: Brands of premoistened cleansing wipes/cloths for babies used, by race/Hispanic origin, April 2011-June 2012
                                                                                          • Popular brands extend their reach among Hispanics with baby/children’s shampoos
                                                                                            • Figure 47: Brands of baby/children's shampoo used, by race/Hispanic origin, April 2011-June 2012
                                                                                          • OTC children’s products
                                                                                            • Hispanic moms more likely to purchase children’s OTC remedies
                                                                                              • Figure 48: Household purchases of OTC children’s products, by race/Hispanic origin, April 2011-June 2012
                                                                                            • Chewable children’s fever reducers and pain relievers don’t appeal to Hispanic moms
                                                                                              • Figure 49: Type of children's fever reducers and pain relievers (nonprescription) used, by race/Hispanic origin, April 2011-June 2012
                                                                                            • Preferred brands of children’s cough/cold products
                                                                                              • Figure 50: Brands of children's cough/cold products (nonprescription) consumed, by race/Hispanic origin, April 2011-June 2012
                                                                                          • Finances and Financial Investments

                                                                                            • Key points
                                                                                              • Economic status
                                                                                                • Attitudes toward financial situation remain unchanged
                                                                                                  • Figure 51: Economic outlook, by race/Hispanic origin, February 2010-March 2011
                                                                                                  • Figure 52: Economic outlook, by race/Hispanic origin, April 2011-June 2012
                                                                                                • Spanish-only moms are seeing improvements in their finances
                                                                                                  • Figure 53: Economic status in the last 12 months, by language spoken in home, April 2011-June 2012
                                                                                                • Changes in spending
                                                                                                  • Figure 54: Spending on household essentials in the next 30 days, by race/Hispanic origin, April 2011-June 2012
                                                                                                  • Figure 55: Spending on household essentials in the next 30 days, by household income, April 2011-June 2012
                                                                                                • Investments owned
                                                                                                  • Figure 56: Types of investment owned by mom/female guardian, by race/Hispanic origin, April 2011-June 2012
                                                                                              • Media and Technology

                                                                                                • Key points
                                                                                                  • Internet usage
                                                                                                    • Less-acculturated Hispanics lag in use of the web
                                                                                                      • Figure 57: Technology penetration, by race/Hispanic origin and nativity, 2010
                                                                                                    • Social media
                                                                                                      • Language impacts likelihood of belonging to a social media/networking website
                                                                                                        • Figure 58: Likelihood of moms visiting or belonging to a social media/networking website, by race/Hispanic origin, April 2011-June 2012
                                                                                                        • Figure 59: Likelihood of Hispanic moms visiting or belonging to a social media/networking website, by language spoken in home, April 2011-June 2012
                                                                                                      • Hispanic moms use a wider range of sources than non-Hispanic moms
                                                                                                        • Figure 60: Medias followed by moms on a social media/networking website, by race/Hispanic origin, April 2011-June 2012
                                                                                                        • Figure 61: Medias followed by Hispanic moms on a social media/networking website, by age, April 2011-June 2012
                                                                                                      • Moms’ attitudes toward social media
                                                                                                        • Figure 62: Moms attitudes towards social media/networking websites, by race/Hispanic origin, April 2011-June 2012
                                                                                                      • Latina moms’ usage of PCs and smartphones
                                                                                                        • Spanish-dominants most likely to use computers for parenting activities
                                                                                                            • Figure 63: Ways in which Hispanic moms use their computer for parenting, by language spoken in home, October 2012
                                                                                                          • Spanish-dominants are the most likely to order online groceries from their smartphone
                                                                                                            • Figure 64: Ways in which Hispanic moms use their smartphone for parenting, by language spoken in home, October 2012
                                                                                                          • Latina moms would like to see more information on health and nutrition from the media
                                                                                                            • Figure 65: Type of information Hispanic moms would like to see more of from the media, by language spoken in home, October 2012
                                                                                                        • Marketing Strategies

                                                                                                          • Key points
                                                                                                            • Television
                                                                                                              • Huggies
                                                                                                                • Figure 66: Huggies, TV ad, January 2013
                                                                                                              • Pampers
                                                                                                                • Figure 67: Pamper s, TV ad, February 2013
                                                                                                              • Texas Children's Hospital
                                                                                                                • Figure 68: Texas Children's Health Plan, TV ad, August 2012
                                                                                                              • HEB Food Stores
                                                                                                                • Figure 69: HEB Food Stores, TV ad, September 2012
                                                                                                              • Dannon/Dan-o-nino
                                                                                                                • Figure 70: Dannon / Dan-o-nino, TV ad, March 2012
                                                                                                              • America's Dairy Farmers
                                                                                                                • Figure 71: Got Milk? ProyectoDesayuno.com, TV ad, May 2012
                                                                                                              • Online marketing
                                                                                                                • Todobebé
                                                                                                                  • Figure 72: Todobebé.com
                                                                                                                • Mamiverse
                                                                                                                  • Figure 73: Mamiverse.com
                                                                                                                • Mamás Latinas
                                                                                                                  • Figure 74: Mamáslatinas.com
                                                                                                                • Walmart
                                                                                                                  • Figure 75: Walmart.com
                                                                                                                • Pampers
                                                                                                                  • Figure 76: Mi Música, Mi Herencia
                                                                                                              • U.S. Hispanic Population

                                                                                                                  • Key facts
                                                                                                                    • Hispanics make up the largest U.S. minority group
                                                                                                                      • Figure 77: Population, by race/Hispanic origin, 2008-18
                                                                                                                      • Figure 78: Population, by race/Hispanic origin, 1970-2020
                                                                                                                      • Figure 79: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                    • The Hispanic and non-Hispanic population
                                                                                                                      • The Hispanic and total U.S. population by age
                                                                                                                        • Figure 80: U.S. Hispanic population, by age, 2008-18
                                                                                                                        • Figure 81: U.S. Population, by age, 2008-18
                                                                                                                      • The Hispanic and total U.S. population by gender
                                                                                                                        • Women
                                                                                                                          • Figure 82: Hispanic women, by age, 2008-18
                                                                                                                          • Figure 83: Total U.S. women population, by age, 2008-18
                                                                                                                        • Men
                                                                                                                          • Figure 84: Hispanic men, by age, 2008-18
                                                                                                                          • Figure 85: Total U.S. men population, by age, 2008-18
                                                                                                                        • Generations
                                                                                                                          • Hispanics by generation
                                                                                                                            • Figure 86: Generations—Hispanics versus non-Hispanics, 2011
                                                                                                                          • Hispanic purchasing power
                                                                                                                            • Figure 87: Purchasing power, by race/Hispanic origin, 1990-2017
                                                                                                                            • Figure 88: Graph: Purchasing power, by race/Hispanic origin, 1990-2017
                                                                                                                            • Figure 89: Top 10 states ranked by share of Hispanic buying power, 2012
                                                                                                                            • Figure 90: Top 10 states ranked by value of Hispanic buying power, 2012
                                                                                                                            • Figure 91: Median household income, by race/Hispanic origin of householder, 2011
                                                                                                                            • Figure 92: Largest Hispanic states, by Hispanic disposable income, 2010
                                                                                                                            • Figure 93: Average household size, by Hispanic origin/race of householder, 2001, 2008 and 2011
                                                                                                                            • Figure 94: Households, by number of people in the household—Hispanics versus all households, 2011
                                                                                                                          • Hispanics by country of origin/heritage
                                                                                                                            • Figure 95: Hispanic population, by type, 2000-10
                                                                                                                            • Figure 96: Graph: Hispanics, by country of origin/heritage, 2010
                                                                                                                          • Hispanics by geographic concentration
                                                                                                                            • Figure 97: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                                            • Figure 98: Hispanic population, by region of residence, 2000-10
                                                                                                                            • Figure 99: Graph: Hispanic population, by region, 2010
                                                                                                                            • Figure 100: 10 places* with highest number of Hispanics, 2010
                                                                                                                            • Figure 101: 10 places* with the largest share of Hispanics, 2010
                                                                                                                          • States with the most Hispanic population growth
                                                                                                                            • Figure 102: States ranked by change in Hispanic population, 2000-10
                                                                                                                            • Figure 103: Five states with the greatest percentage of Hispanic growth, 2000-10
                                                                                                                          • Key Hispanic metropolitan areas
                                                                                                                            • Figure 104: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
                                                                                                                            • Figure 105: U.S. Hispanic households, by metropolitan status, 2006-11
                                                                                                                          • Acculturation
                                                                                                                            • What is acculturation?
                                                                                                                              • Why is level of acculturation important?
                                                                                                                                • Levels of acculturation
                                                                                                                                    • Figure 106: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                  • What is retroacculturation?
                                                                                                                                  • Appendix—Consumer Tables

                                                                                                                                      • Figure 107: Attitudes of Hispanic moms toward shopping, by language spoken in home, April 2011-June 2012
                                                                                                                                      • Figure 108: Hispanic moms attitudes toward food, by language spoken in home, April 2011-June 2012
                                                                                                                                      • Figure 109: Brands of body and baby powder used, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                      • Figure 110: Brands of baby wash and bath products used, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                      • Figure 111: Brands of baby oil and baby lotion used, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                      • Figure 112: Spending on household essentials in the next 30 days, by language spoken in home, April 2011-June 2012
                                                                                                                                      • Figure 113: Type of information Hispanic moms would like to see more of from the media, by household income, October 2012
                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                    Companies Covered

                                                                                                                                    • Association of Hispanic Advertising Agencies
                                                                                                                                    • Facebook, Inc.
                                                                                                                                    • Latina Brands

                                                                                                                                    Marketing to Hispanic Moms - US - February 2013

                                                                                                                                    £3,277.28 (Excl.Tax)