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Marketing to Hispanic Moms - US - September 2016

"Hispanic moms are devoted to their families and their homes. They feel they are doing a good job as mothers. They recognize there are challenges associated with motherhood and managing their households. However, unacculturated Hispanics seem to welcome those challenges and be mentally ready to handle them; as Hispanic moms become more acculturated and their expectations change, Hispanic moms are more open to express frustration, which can open the door for brands to offer convenient solutions and shortcuts to make their lives more manageable."
- Juan Ruiz, Director of Hispanic Insights

This report discusses the following key topics:

  • Hispanic moms trust their own mothers deeply 
  • Hispanic moms have positive view of themselves and other moms
  • Main concerns are related to long-term wellbeing of their children

Hispanic moms are who they are thanks to their own moms; they trust them and consider them the most value source of information for their success as mothers. This significant influence is the foundation for why the Hispanic market will continue gravitating toward biculturalism, which puts pressure on brands to look at Hispanic moms through a different lens and incorporate cultural nuances to achieve relevance.

This Report discusses Hispanic moms’ perceptions of parenting resources, attitudes, and investigates the challenges and concerns Hispanic moms face.

For the purposes of this Report, moms are defined as female parents or guardians of children younger than 18 living in the home. Where noted, the definition also includes children younger than 25.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Hispanic moms trust their own mothers deeply
            • Figure 1: Value of parenting resources – Most valuable, Hispanic moms indexed to all, July 2016
          • Hispanic moms have positive view of themselves and other moms
            • Figure 2: Hispanic moms’ perception of self as a mother versus their own moms and the typical mom, July 2016
          • Main concerns are related to long-term wellbeing of their children
            • Figure 3: Concerns moms have for their children, Hispanic moms indexed to all, July 2016
          • The opportunities
            • Exploring the opportunities (they vary by sub-segment)
              • Figure 4: Hispanic moms’ challenges of motherhood – Sacrifices, by household income, July 2016
            • Helping unacculturated Hispanic moms
              • Figure 5: Hispanic moms’ attitudes toward pressure, by level of acculturation, July 2016
            • Getting ready for children
              • Figure 6: Activities moms do with children, Hispanic moms indexed to all, July 2016
            • What it means
            • The Market – What You Need to Know

              • 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, 2015
                • There are almost 6.9 million Hispanic moms in the US
                  • Figure 8: Estimated number and share of Hispanic moms who have children younger than 18 living in the household, by type of household, 2015
              • Market Perspective

                • Hispanic moms’ moms tend to be foreign born
                  • Figure 9: Hispanic moms with US-born mothers, by language spoken at home, February 2015-March 2016
                • Having children may raise the importance of Spanish and Hispanic culture
                  • Figure 10: Importance of teaching Spanish to children – Hispanic moms versus Hispanic women without children, by age, February 2015-March 2016
                • Speaking English is important even in Spanish-dominant households
                  • Figure 11: Hispanic moms’ perception of importance of speaking English and Spanish at home, by language spoken at home, February 2015-March 2016
                • Having children prompts Hispanic moms to become an unifying factor in their families
                  • Figure 12: Importance of family reunions – Hispanic moms versus Hispanic women without children, by age, February 2015-March 2016
                • Working moms’ income makes the difference
                  • Figure 13: Hispanic moms’ employment status, by household income, July 2016
              • Market Factors

                • Hispanic moms have larger households to manage
                  • Figure 14: Average household size and average number of adults and children in households, by race and Hispanic origin, 2015
                • The Hispanic market is young and bicultural
                  • Figure 15: Population by Hispanic origin and generation share, 2016
                • In many cases, Hispanic moms have to do more with less
                  • Median household income for Hispanics significantly below national median
                    • Figure 16: Median household income, by race and Hispanic origin of householder, 2014
                    • Figure 17: Household income distribution, by race and Hispanic origin of householder, 2014
                • Ideas Worth Exploring

                  • Understanding the influence of others
                    • Defining how to talk to Hispanic moms
                      • Addressing concerns
                        • Communicating value
                          • Segmenting the market
                          • The Consumer – What You Need to Know

                            • Personal advice trumps advice from media
                              • Hispanic moms see themselves in good light
                                • Hispanic moms have great respect for their own moms
                                  • “Typical” moms okay, but…
                                    • Expectations define the magnitude of the challenges
                                      • Balancing responsibilities and time with the children is not easy
                                        • Hispanic moms aim to spend quality time with their children
                                          • Hispanic moms less concerned about issues beyond their control
                                          • Value of Parenting Resources

                                              • Hispanic moms prefer close personal advice
                                                • Mother’s influence may keep Hispanic moms bicultural
                                                  • Figure 18: Value of parenting resources, Hispanic moms indexed to all, July 2016
                                                • Beyond close family, acculturated Hispanics still value personal advice
                                                  • Figure 19: How much Hispanics value parenting resources, by level of acculturation, July 2016
                                              • Perception of Self as a Mom

                                                  • Hispanic moms are optimistic about themselves
                                                      • Figure 20: Perception of self as a mother, Hispanic moms indexed to all, July 2016
                                                      • Figure 21: Hispanic moms’ perception of self as a mother, by level of acculturation, July 2016
                                                    • More-affluent moms are more sophisticated
                                                      • Figure 22: Hispanic moms’ perception of self as a mother, by level of acculturation, July 2016
                                                  • Perception of Their Own Moms

                                                      • I love a mi mamá
                                                        • Figure 23: Perception of their own mother, Hispanic moms indexed to all, July 2016
                                                      • Technology is the main differentiator
                                                        • Figure 24: Hispanic moms’ perception of themselves as moms versus their own mothers, July 2016
                                                      • Unacculturated moms drive positive perception of own moms
                                                        • Figure 25: Hispanic moms’ perception of their own mothers, by level of acculturation, July 2016
                                                    • Perception of Other Moms

                                                        • Hispanic moms see other moms in a positive way
                                                          • Figure 26: Perception of the “typical” mother, Hispanic moms indexed to all, July 2016
                                                        • Other moms are nice, but…
                                                          • Figure 27: Hispanic moms’ perception of themselves as moms versus the “typical” mother, July 2016
                                                          • Figure 28: Hispanic moms’ perception of the “typical” mother, by level of acculturation, July 2016
                                                        • Likelihood of positive perceptions increases with age
                                                          • Figure 29: Hispanic moms’ perception of the “typical” mother, by generation, July 2016
                                                      • Challenges of Motherhood – Sacrifices

                                                          • Is there a desire for equal sharing of parental responsibilities?
                                                              • Figure 30: Challenges of motherhood – Sacrifices, Hispanic moms indexed to all, July 2016
                                                            • Unacculturated and bicultural Hispanic moms pleased with their relationships
                                                              • Time for self-pampering
                                                                • Love is in the air
                                                                  • Sharing parental responsibilities – It’s all about expectations
                                                                    • Figure 31: Hispanic moms’ challenges of motherhood – Sacrifices, by level of acculturation, July 2016
                                                                  • Greater affluence leads moms to perceive greater challenges
                                                                    • Figure 32: Hispanic moms’ challenges of motherhood – Sacrifices, by household income, July 2016
                                                                  • While core challenges remain, others decrease with experience
                                                                    • Figure 33: Hispanic moms’ challenges of motherhood – Sacrifices, first time moms vs experienced moms, July 2016
                                                                • Challenges of Motherhood – Social Pressures

                                                                    • Hispanic moms more likely to feel they are not spending enough time with their children
                                                                        • Figure 34: Challenges of motherhood – Social pressure, Hispanic moms indexed to all, July 2016
                                                                      • Main challenges don’t fade with experience
                                                                        • Figure 35: Hispanic moms’ challenges of motherhood – Social pressure, first time moms vs experienced moms, July 2016
                                                                    • Activities Moms Do with Children

                                                                        • Hispanic moms more likely to play and exercise with their children
                                                                            • Figure 36: Activities moms do with children, Hispanic moms indexed to all, July 2016
                                                                          • Time availability influences activities
                                                                            • Figure 37: Activities Hispanic moms do with children, by employment status, July 2016
                                                                          • Age of children influences activities
                                                                            • Figure 38: Activities Hispanic moms do with children, by age of children, July 2016
                                                                        • Concerns Moms Have for Children

                                                                            • Perceived importance drives Hispanic moms’ concern
                                                                              • Education and the right state of mind are key to happiness
                                                                                • Not spending enough time with them
                                                                                  • Healthy eating habits
                                                                                    • Factors beyond their control less likely to be a concern
                                                                                      • Bullying a concern?
                                                                                        • Financial security
                                                                                          • Figure 39: Concerns moms have for their children, Hispanic moms indexed to all, July 2016
                                                                                          • Figure 40: Concerns Hispanic moms have for their children, by level of acculturation, July 2016
                                                                                      • Moms’ Attitudes

                                                                                          • Hopes are higher among Hispanic moms
                                                                                            • Figure 41: Moms’ attitudes, Hispanic moms indexed to all, July 2016
                                                                                          • Is life good?
                                                                                            • Yes, but there is room for improvement
                                                                                              • Figure 42: Hispanic moms’ attitudes toward life, by level of acculturation, July 2016
                                                                                              • Figure 43: Hispanic moms’ attitudes toward life, by household income, July 2016
                                                                                            • Are Hispanic moms confident mothers?
                                                                                              • Yes, but confidence in children decreases with acculturation
                                                                                                • Figure 44: Hispanic moms’ attitudes toward their children, by level of acculturation, July 2016
                                                                                              • Are Hispanic moms handling pressure?
                                                                                                • Yes, but acculturated Hispanic moms more likely to feel frustrated
                                                                                                  • Figure 45: Hispanic moms’ attitudes toward pressure, by level of acculturation, July 2016
                                                                                                  • Figure 46: Hispanic moms’ attitudes toward pressure, by number of children in the household, July 2016
                                                                                                • How is their relationship with their families?
                                                                                                  • Desire to please is higher among unacculturated Hispanics
                                                                                                    • Figure 47: Hispanic moms’ attitudes toward family, by level of acculturation, July 2016
                                                                                                • Appendix – Data Sources and Abbreviations

                                                                                                  • Consumer survey data
                                                                                                    • Terms
                                                                                                      • A note on acculturation

                                                                                                      Companies Covered

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

                                                                                                      Marketing to Hispanic Moms - US - September 2016

                                                                                                      £3,199.84 (Excl.Tax)