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The New Latina - US - April 2009

Just as advertisers thought they had a grasp on the Hispanic consumer, a burgeoning segment of its population, Hispanic females are making huge social and economic advancements in the work place and earning more disposable income than ever before. More and more Latinas are joining the workforce, starting their own businesses, and having their say on what gets bought for the household, leaving the old stereotypes of the stay-at-home housewife or submissive homemaker behind.

Today’s Latinas are quite different than their mothers and grandmothers. Regardless of language preference, they have a new sense of self and the world around them. In the past, traditional advertising approaches applied solely to the Spanish-language Hispanic media have had their shortcoming and Latinas have either been stereotyped or ignored by advertisers in the mainstream media.

Readers of this report will learn:

  • The dynamics behind the rapid growth of the Latina demographic that’s solidified this diverse ethnic group into a consumer powerhouse and how to best understand her in order to reach out to her now, and for the future
  • Acculturation to the U.S. and how it impacts the way Latinas consume personal care products, clothes, and entertainment, including the cultural and psychological motivations behind their consumption patterns
  • Respondents’ attitudes towards work and careers, themselves, advertising, beauty products and clothing designed specifically for Latinos, and the cultural motivations behind their statements
  • The differences in behavior within the various income levels, Spanish-speaking versus English-dominant Latinas in terms of how they view fashion, entertainment, makeup and how being bilingual further expands their exposure to advertising

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Readers of this report will learn
        • Definition
          • Sources
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • Understanding the consumer
                        • Demographics
                          • Acculturation
                            • Personal care
                              • Latinas and fashion
                                • The Latina mindset
                                  • Latinas and the workplace
                                  • Insights and Opportunities

                                    • Demographics, fertility and female buying power
                                      • What’s missing in their shopping experience?
                                        • Moving beyond the young consumer and targeting the mature Latina
                                          • Navigating the worlds of the acculturated and less acculturated
                                          • Inspire Insights

                                              • Trend: Ego Is All
                                                • What’s it about?
                                                  • What we've seen
                                                    • Specifics
                                                      • Trend: Diversity Is All
                                                        • What’s it about?
                                                          • What we've seen
                                                            • Implications
                                                            • U.S. Hispanic Population

                                                                • Hispanic demographics
                                                                  • U.S. Hispanic population
                                                                    • U.S. population by race/Hispanic origin
                                                                      • Figure 1: Population, by race/Hispanic origin, 1970-2020
                                                                      • Figure 2: Asian/Pacific Islander, black and Hispanic populations, 1970-2020
                                                                      • Figure 3: Population, by race and Hispanic origin, 2004-14
                                                                    • The Hispanic and non-Hispanic population
                                                                      • By age
                                                                        • Figure 4: U.S. Hispanic population, by age, 2004-14
                                                                        • Figure 5: Total U.S. population, by age, 2004-14
                                                                      • Generations
                                                                        • Hispanics by generation
                                                                          • Figure 6: Generations, by Hispanic origin, 2008
                                                                        • Hispanic fertility rate
                                                                          • Figure 7: Fertility rate, by race and Hispanic origin of mother, 1996-2006
                                                                        • Place of birth
                                                                          • Hispanic country of origin/heritage
                                                                            • Figure 8: U.S. Hispanic population, by country of origin/heritage, 2007
                                                                            • Figure 9: Graph: Hispanics, by country of origin/heritage, 2007
                                                                          • Latinas’ country of origin and year of entry
                                                                            • Figure 10: Foreign-born Hispanic women, by year of entry into the U.S. and country of origin, 2006
                                                                          • Place of birth by gender
                                                                            • Figure 11: Foreign-born Hispanics, by year of entry into the U.S. and country of origin, by gender, 2006
                                                                          • Geographic location
                                                                            • Hispanics by geographic concentration
                                                                              • Figure 12: Graph: Hispanic population, by region and by country of origin/heritage, 2007
                                                                              • Figure 13: Hispanic population, by region and by country of origin/heritage, 2007
                                                                              • Figure 14: Hispanic population in top five states, by country of origin, 2006
                                                                            • States with greatest Hispanic population growth
                                                                              • Figure 15: Hispanic population, by states with most Hispanic growth, 2000 and 2006
                                                                            • Key Hispanic metropolitan areas
                                                                              • Figure 16: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2006
                                                                            • Hispanics’ financial data
                                                                              • Hispanic purchasing power
                                                                                • Figure 17: Purchasing power, by race/Hispanic origin, 2007
                                                                              • Hispanic income levels
                                                                                • Figure 18: Largest Hispanic market states, by Hispanic disposable income, 2005
                                                                              • Hispanic income by gender
                                                                                • Figure 19: Median personal income of Hispanics vs total U.S. population, by gender, in inflation-adjusted dollars, 1997-2007
                                                                              • Hispanics’ economic growth
                                                                                • Hispanics’ category expenditures
                                                                                  • Figure 20: Expenditures, by Hispanic origin of consumer unit reference person, 2006 and 2007
                                                                                • The Hispanic household
                                                                                  • Figure 21: Average household size, by Hispanic origin/race of householder, 2001 and 2006
                                                                                  • Figure 22: Households, by number of persons in the household—Hispanics vs. non-Hispanics, 2006
                                                                                  • Figure 23: Households, by presence of children—Hispanics vs. non-Hispanics, 2006
                                                                                • The Hispanic woman
                                                                                  • By age
                                                                                    • Figure 24: U.S. female population, by age, 2003-13
                                                                                    • Figure 25: Hispanic female population, by age, 2004-14
                                                                                  • Marital status
                                                                                    • Figure 26: Marital status, by race and Hispanic origin, 2008
                                                                                    • Figure 27: Marital status of Hispanic women, by age, 2008
                                                                                  • Employment status
                                                                                    • Figure 28: Employment status of Hispanic women, by age, 2008
                                                                                  • Participation in the labor force
                                                                                    • Figure 29: Labor force participation by Hispanic women, by age, 2008
                                                                                  • Educational attainment
                                                                                    • Figure 30: Educational attainment of Latinas, by age, 2008
                                                                                    • Figure 31: Educational attainment of Latin men, by age, 2008
                                                                                • Acculturation

                                                                                    • What is acculturation?
                                                                                      • Why is level of acculturation important?
                                                                                        • Levels of acculturation
                                                                                          • Unacculturated/Enculturated
                                                                                            • Acculturated/Bicultural
                                                                                              • Assimilated
                                                                                                  • Figure 32: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                • Retro-acculturation?
                                                                                                  • Retro-acculturation
                                                                                                  • Personal Care

                                                                                                      • Make-up usage
                                                                                                        • Hispanics and non-Hispanics
                                                                                                          • Figure 33: Make-up usage—Hispanics vs. non-Hispanics, July 2007-September 2008
                                                                                                        • By place of birth
                                                                                                          • Figure 34: Make-up usage, by place of birth, July 2007-September 2008
                                                                                                        • By income
                                                                                                          • Figure 35: Make-up usage, by household income, July 2007-September 2008
                                                                                                        • By language
                                                                                                          • Figure 36: Make-up usage, by language preference in the home, July 2007-September 2008
                                                                                                        • By age
                                                                                                          • Figure 37: Importance of looking young—Hispanics vs. non-Hispanics, by age, July 2007-September 2008
                                                                                                        • Haircare
                                                                                                          • Hispanics and non-Hispanics
                                                                                                            • Figure 38: Usage of haircare products—Hispanics vs. non-Hispanics, July 2007-September 2008
                                                                                                            • Figure 39: L’Oréal hair coloring television ad, February 2009
                                                                                                          • By place of birth
                                                                                                            • Figure 40: Usage of haircare products, by heritage, July 2007-September 2008
                                                                                                          • Latinas’ attitude towards personal care products
                                                                                                            • Figure 41: Use of and attitudes towards personal care products for Latinas, February 2009
                                                                                                          • By age
                                                                                                            • Figure 42: Use of and attitudes towards personal care products for Latinas, by age, February 2009
                                                                                                          • By income
                                                                                                            • Figure 43: Use of and attitudes towards personal care products for Latinas, by household income, February 2009
                                                                                                          • Shopping for cosmetics
                                                                                                            • Figure 44: Where Hispanics buy most of their make-up, February 2009
                                                                                                          • By age
                                                                                                            • Figure 45: Where Hispanics buy most of their make-up, by age, February 2009
                                                                                                          • By income
                                                                                                            • Figure 46: Where Hispanics buy most of their make-up, by household income, February 2009
                                                                                                        • Latinas and Fashion

                                                                                                            • Where Latinas shop
                                                                                                              • Figure 47: Where Hispanics have bought, are planning to buy from, by type of store, February 2009
                                                                                                            • By age
                                                                                                              • Figure 48: Where Hispanics have bought in the past year, by type of store, by age, February 2009
                                                                                                            • By income
                                                                                                              • Figure 49: Where Hispanics have bought in the past year, by type of store, by household income, February 2009
                                                                                                            • By language
                                                                                                              • Figure 50: Where Hispanics have bought in the past year, by type of store, by language preference in the home, February 2009
                                                                                                            • Latinas’ attitude towards fashion
                                                                                                              • Hispanics and non-Hispanics
                                                                                                                • Figure 51: Females’ attitudes towards shopping and fashion—Hispanics vs. non-Hispanics, July 2007-September 2008
                                                                                                              • Fashion and personal appearance
                                                                                                                • Figure 52: Hispanic statements on personal appearance, February 2009
                                                                                                                • Figure 53: Aveeno moisturizer ad, April 2000
                                                                                                                • Figure 54: L’Oréal lipstick ad, April 2000
                                                                                                              • By age
                                                                                                                • Figure 55: Hispanic statements on personal appearance, by age, February 2009
                                                                                                              • By language
                                                                                                                • Figure 56: Hispanic statements on personal appearance, by language preference in the home, February 2009
                                                                                                              • Advertisers and the retail experience
                                                                                                                • Figure 57: Hispanic attitudes towards advertising and retail, February 2009
                                                                                                                • Figure 58: Macy’s television ad in Spanish, September 2008
                                                                                                                • Figure 59: Kohl’s television ad in Spanish, March 2009
                                                                                                              • By age
                                                                                                                • Figure 60: Hispanic attitudes towards advertising and retail, by age, February 2009
                                                                                                              • By language
                                                                                                                • Figure 61: Hispanic attitudes towards advertising and retail, by language preference in the home, February 2009
                                                                                                              • Latinas and premium brands
                                                                                                                • Figure 62: Hispanic purchase of and intent to purchase premium brands, by type of product, February 2009
                                                                                                              • By income
                                                                                                                • Figure 63: Hispanic purchase of premium brands in the last year, by type of product, by household income, February 2009
                                                                                                              • By language
                                                                                                                • Figure 64: Hispanic purchase of premium brands in the last year, by type of product, by language preference in the home, February 2009
                                                                                                            • The Latina Mindset

                                                                                                                • Attitudes towards life and family
                                                                                                                  • Hispanic vs. non-Hispanic
                                                                                                                    • Figure 65: Females’ attitudes towards life and family—Hispanics vs. non-Hispanics, July 2007-September 2008
                                                                                                                  • By age
                                                                                                                    • Figure 66: Hispanic females’ attitudes towards life and family, by age, July 2007-September 2008
                                                                                                                  • Hispanics by language
                                                                                                                    • Figure 67: Hispanic females’ attitudes towards life and family, by language preference in the home, July 2007-September 2008
                                                                                                                  • Attitudes towards work
                                                                                                                    • Hispanic vs. non-Hispanic
                                                                                                                      • Figure 68: Females’ attitudes towards job and career—Hispanics vs. non-Hispanics, July 2007-September 2008
                                                                                                                    • Hispanics by place of birth
                                                                                                                      • Figure 69: Hispanic females’ attitudes towards job and career, by place of birth, July 2007-September 2008
                                                                                                                    • Hispanics by level of education
                                                                                                                      • Figure 70: Hispanic females’ attitudes towards job and career, by educational attainment, July 2007-September 2008
                                                                                                                    • Latinas in the workforce
                                                                                                                      • Latina entrepreneurs
                                                                                                                        • Figure 71: State Farm Insurance advertisement, April 2009
                                                                                                                    • Latinas and Entertainment

                                                                                                                      • Attitudes towards entertainment
                                                                                                                        • Hispanic vs. non-Hispanic
                                                                                                                          • Figure 72: Females’ attitudes towards entertainment—Hispanics vs. non-Hispanics, July 2007-September 2008
                                                                                                                        • Fun activities
                                                                                                                          • Activity preferences and frequency
                                                                                                                            • Figure 73: Hispanic female fun activities, by frequency, February 2009
                                                                                                                          • By age
                                                                                                                            • Figure 74: Hispanic female fun activities done more than three times per week, by age, February 2009
                                                                                                                          • By income
                                                                                                                            • Figure 75: Hispanic female fun activities done more than three times per week, by household income, February 2009
                                                                                                                          • Entertainment
                                                                                                                            • Entertainment preferences
                                                                                                                              • Figure 76: Hispanic female entertaiment preferences and timeframe, February 2009
                                                                                                                            • By age
                                                                                                                              • Figure 77: Hispanic females’ entertainment preferences in the last year, by age, February 2009
                                                                                                                            • By language
                                                                                                                              • Figure 78: Hispanic females’ entertainment preferences in the last year, by language preference in the home, February 2009
                                                                                                                            • Ways of finding where to go
                                                                                                                              • By age
                                                                                                                                • Figure 79: Hispanic females’ modes for searching entertainment information, by age, February 2009
                                                                                                                              • By language
                                                                                                                                • Figure 80: Hispanic females’ modes for searching entertainment information, by language preference in the home, February 2009
                                                                                                                              • Speaking to the market media leader, Latina magazine
                                                                                                                              • Cluster Analysis

                                                                                                                                  • Understaters
                                                                                                                                    • Who they are
                                                                                                                                      • Opportunity
                                                                                                                                        • Trendies
                                                                                                                                          • Who they are
                                                                                                                                            • Opportunity
                                                                                                                                              • Cluster characteristics
                                                                                                                                                • Figure 81: New Latina clusters, February 2009
                                                                                                                                                • Figure 82: Hispanic females’ attitudes towards advertising and retail, by New Latina clusters, February 2009
                                                                                                                                                • Figure 83: Hispanic statements on personal appearance, by New Latina clusters, February 2009
                                                                                                                                                • Figure 84: Entertainment preferences in the last year, by New Latina clusters, February 2009
                                                                                                                                                • Figure 85: Events Latinas are planning to attend in the next three months, by New Latina clusters, February 2009
                                                                                                                                                • Figure 86: Hispanic females’ modes for searching entertainment information, by New Latina clusters, February 2009
                                                                                                                                                • Figure 87: Hispanic purchase of premium brands in the last year, by type of product, by New Latina clusters, February 2009
                                                                                                                                                • Figure 88: Hispanic plans to purchase premium brands in next six months, by type of product, by New Latina clusters, February 2009
                                                                                                                                              • Cluster demographics
                                                                                                                                                • Figure 89: New Latina clusters, by age, February 2009
                                                                                                                                                • Figure 90: New Latina clusters, by language preference in the home, February 2009
                                                                                                                                                • Figure 91: New Latina clusters, by education, February 2009
                                                                                                                                                • Figure 92: New Latina clusters, by place of birth, February 2009
                                                                                                                                                • Figure 93: New Latina clusters, by survey source, February 2009
                                                                                                                                              • Cluster methodology
                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                Companies Covered

                                                                                                                                                • Association of Hispanic Advertising Agencies
                                                                                                                                                • Avon USA
                                                                                                                                                • Banana Republic
                                                                                                                                                • BMW of North America, LLC
                                                                                                                                                • Carolina Herrera New York
                                                                                                                                                • Dolce & Gabbana
                                                                                                                                                • Gap (USA)
                                                                                                                                                • Giorgio Armani S.p.A.
                                                                                                                                                • H&M Hennes & Mauritz
                                                                                                                                                • Kmart Corporation
                                                                                                                                                • L'Oréal USA
                                                                                                                                                • Macy's, Inc.
                                                                                                                                                • Manolo Blahnik USA, Ltd.
                                                                                                                                                • Neutrogena Corporation
                                                                                                                                                • Primark Stores Ltd
                                                                                                                                                • Revlon USA
                                                                                                                                                • Sephora
                                                                                                                                                • Taco Bell Corp.
                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                • Walmart Stores (USA)

                                                                                                                                                The New Latina - US - April 2009

                                                                                                                                                US $3,995.00 (Excl.Tax)