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Marketing to Hispanic Moms - US - September 2015

"Hispanic moms are devoted to their families and their homes. Their children are at the center of their worlds and they want to please them, having their preferences in mind when deciding what to buy. They want to support their children however they can and have high expectations about their future. All of this comes at a cost as Hispanic moms are sometimes forced to make hard choices as they try to balance family and work."
- Juan Ruiz, Director of Hispanic Insights

This report discusses the following key topics:

  • The pursuit of happiness can be evasive 
  • The feeling of being a servant increases with acculturation
  • Working moms key to increasing income at Hispanic households 
  • Differences by level of acculturation in desired values for their children offer a glimpse into the minds of Hispanic moms

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • There are almost 6.4 million Hispanic moms in the US
          • Figure 1: Estimated number of Hispanic moms who have children younger than 18 living in the household, by age, 2014
        • The issues
          • The pursuit of happiness can be evasive
            • Figure 2: Important aspects of a good life, Hispanic moms indexed to all, June 2015
          • The feeling of being a servant increases with acculturation
            • Figure 3: Attitudes and opinions toward parenting, Hispanic moms indexed to all, June 2015
          • Working moms key to increasing income at Hispanic households
            • Figure 4: Hispanic moms’ employment status, by household income, June 2015
          • Differences by level of acculturation in desired values for their children offer a glimpse into the minds of Hispanic moms
            • Figure 5: Correspondence analysis – Most important values Hispanic moms want to instill, by level of Acculturation, June 2015
          • The opportunities
            • Technology has more weight when Hispanic moms look for parenting information
              • Hispanic children having it their way
                • Using sales wisely
                  • Hispanic moms can spread your message
                    • Figure 6: Attitudes toward media – Advertising, Hispanic moms indexed to all, July 2014-March 2015
                  • What it means
                  • The Market – What You Need to Know

                    • Children tend to come after the age of 25
                      • Hispanic moms tend to have their spouses around
                        • Hispanic women waiting longer to get married
                        • Hispanic Moms by the Numbers

                          • Hispanic households more likely to include children, and therefore moms
                            • Figure 7: Presence of children in household, by race and Hispanic origin, 2014
                          • There are almost 6.4 million Hispanic moms in the US
                            • Figure 8: Estimated number of Hispanic moms who have children younger than 18 living in the household, by age, 2014
                        • Market Perspective

                          • Hispanics live in larger households
                            • Figure 9: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
                          • Hispanics over-index for share of births
                            • Figure 10: Distribution of births, by race and Hispanic origin of mother, 2002-12
                          • In the majority of households with children, Hispanic moms have help from their spouses
                            • Figure 11: Presence of children by Hispanic household, by marital status, 2014
                          • Hispanic market becoming bicultural
                            • Figure 12: Hispanic moms’ level of acculturation, June 2015
                          • Delaying marriage may delay children
                            • Figure 13: Marital status of Hispanics, by age, 2013
                        • Key Strategies – What You Need to Know

                          • Hispanic moms more open to talk about TV ads
                            • Only reaching Hispanic moms has limited impact unless the message is relevant
                            • What’s Working?

                              • Involving dads in the messaging
                                • Figure 14: State Farm, Running (Spanish) TV spot, November 2014
                              • Connecting with the emotional side of Hispanic moms
                                • Figure 15: Walmart celebrates those who never stop dreaming (Spanish) TV spot, September 2014
                                • Figure 16: Walmart big sacrifices bring big rewards (Spanish) TV spot, September 2014
                              • Supporting what Hispanic moms value the most
                                • Using online communities to embrace moms
                                  • Offering sales if the product is right
                                  • What’s Next?

                                    • Knowing where your brand is, deciding its course
                                    • The Consumer – What You Need to Know

                                      • A good life is based on three pillars
                                        • Biculturalism brings uncertainty
                                          • Perfection is in the eye of the mom
                                            • Hispanic moms don’t want to be a passive figure in their children’s lives
                                              • Moms get parenting information through traditional channels but also new ones
                                                • Hispanic children’s opinions count
                                                • Important Aspects of a Good Life

                                                  • The concept of a good life is consistent with all moms
                                                    • A good life is founded on three pillars
                                                      • Figure 17: Important aspects of a good life, Hispanic moms indexed to all, June 2015
                                                    • Raising happy children less important as household income increases
                                                      • Figure 18: Important aspects of a good life - raising happy children vs successful children, by household income, June 2015
                                                  • Attitudes toward Motherhood

                                                    • Uncertainty about the future affects Hispanic moms’ attitudes toward motherhood
                                                      • Figure 19: Attitudes towards motherhood, Hispanic moms indexed to all, June 2015
                                                      • Figure 20: Hispanic moms’ attitudes towards motherhood, by level of acculturation, June 2015
                                                    • Feelings of servitude increases with acculturation
                                                      • Figure 21: Attitudes and opinions toward parenting, Hispanic moms indexed to all, June 2015
                                                      • Figure 22: Hispanic moms’ attitudes and opinions toward parenting, by level of acculturation, June 2015
                                                  • How Moms See Themselves

                                                    • Pressure to keep up appearances stronger among first time moms
                                                      • Figure 23: Attitudes toward parenting – Appearances, Hispanic moms indexed to all, June 2015
                                                      • Figure 24: Hispanic moms’ attitudes toward parenting – Appearances, by new moms versus experienced moms, June 2015
                                                    • Hispanic moms want to be involved in their children’s lives
                                                        • Figure 25: How Hispanic moms see themselves, June 2015
                                                    • Balancing Family and Work

                                                      • Working moms key to increasing income at Hispanic households
                                                        • Figure 26: Hispanic moms’ employment status, by household income, June 2015
                                                      • Working Hispanic moms feel they have to
                                                        • Figure 27: Attitudes and opinions toward parenting, Hispanic moms indexed to all, June 2015
                                                    • Important Values to Instill in Children

                                                      • Hispanic moms want to raise responsible and confident children
                                                        • Figure 28: Most important values to instill, Hispanic moms indexed to all, June 2015
                                                      • Relative importance of values differ by level of acculturation
                                                        • Figure 29: Correspondence analysis – Most important values Hispanic moms want to instill, by level of Acculturation, June 2015
                                                    • Children Through a Mother’s Eyes

                                                      • Hispanic moms praise US educational system
                                                        • Figure 30: Attitudes toward parenting – Education/hard work, Hispanic moms indexed to all, June 2015
                                                      • As children grow, moms need to change ways to show affection
                                                        • Figure 31: Attitudes toward parenting – Affection/praise/discipline, Hispanic moms indexed to all, June 2015
                                                      • Foreign-born moms optimistic about their children’s opportunities
                                                        • Figure 32: Hispanic moms’ attitudes toward parenting – Cultural conflict, June 2015
                                                    • Parenting Information Sources

                                                      • Traditional channels still appealing, but need to look forward
                                                        • Figure 33: Parenting information sources regularly used, Hispanic moms indexed to all, June 2015
                                                        • Figure 34: Parenting information sources Hispanic moms regularly use, by new moms versus experienced moms, June 2015
                                                    • Perceptions of Parenting Information Sources

                                                      • Not all parenting information sources are created equally
                                                        • Figure 35: Hispanic moms’ perceptions of parenting information sources, June 2015
                                                    • Purchase Influencers

                                                      • Hispanic children have a say in what their mothers buy
                                                          • Figure 36: Hispanic moms’ purchase influencers, June 2015
                                                      • Product Positioning Tactics Influencing Purchases

                                                        • Tactics’ effectiveness depends on target market
                                                            • Figure 37: Product positioning tactics influencing purchase, Hispanic moms indexed to all, June 2015
                                                          • Hispanic moms more protective of what they buy for their families
                                                            • Figure 38: Attitudes toward shopping, Hispanic moms indexed to all, June 2015
                                                            • Figure 39: Hispanic moms’ attitudes toward shopping, by new moms versus experienced moms, June 2015
                                                          • Ads showing involved dads appeal to Hispanic moms
                                                            • Figure 40: Attitudes toward parenting – Representations in the media, Hispanic moms indexed to all, June 2015
                                                        • Attitudes toward Advertising

                                                          • Content-driven society has families in front of the screen more than ever
                                                            • Figure 41: Attitudes toward parenting – TV and technology, Hispanic moms indexed to all, June 2015
                                                          • Hispanic moms more likely to talk about interesting advertising
                                                            • Figure 42: Attitudes toward media – Advertising, Hispanic moms indexed to all, July 2014-March 2015
                                                          • Hispanic moms less likely to multitask when watching TV
                                                            • Figure 43: Attitudes toward media, Hispanic moms indexed to all, July 2014-March 2015
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Consumer survey data
                                                              • Abbreviations and terms
                                                                • Abbreviations
                                                                  • Terms
                                                                    • Correspondence analysis methodology
                                                                      • A note on acculturation
                                                                      • Appendix – The Market

                                                                          • Figure 44: Population by race and Hispanic origin, 2010-20
                                                                          • Figure 45: Births, by race/Hispanic origin of mother, preliminary 2014
                                                                          • Figure 46: Fertility rate, by race and Hispanic origin, 2003-13*
                                                                          • Figure 47: Births to unmarried, by age and by race/Hispanic origin of mother, final 2013 and preliminary 2014
                                                                          • Figure 48: Purchasing power, by race/Hispanic origin, 1990-2019
                                                                      • Appendix – Consumer

                                                                        • Data for correspondence analysis – Important values to instill
                                                                          • Figure 49: Most important values Hispanic moms want to instill, by level of acculturation, June 2015
                                                                          • Figure 50: Hispanic moms’ perceptions of parenting information sources, June 2015

                                                                      Companies Covered

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                                                                      Marketing to Hispanic Moms - US - September 2015

                                                                      US $3,995.00 (Excl.Tax)