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Bodycare and Deodorant - Hispanics - US - August 2019

"Bodycare and deodorant are mature categories. Hispanics offer opportunities in personal care, as they use bodycare and deodorant at a similar rate as consumers overall and overindex for using specialized products. Top purchase drivers indicate the need for brands to be readily available with supporting materials at stores with calls to action to learn and ask questions through digital interactions. Additionally, the fact that the majority of Hispanic men have used bodycare products in the past year suggests that they have the potential to become more engaged in the category when they understand the benefits and get reinforcement that they are no less masculine if they take care of their skin."
- Juan Ruiz, Director of Hispanic Insights

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Hispanics’ usage of bodycare products in the last 12 months, indexed to all, May 2019
        • Top takeaways
          • Figure 2: Hispanics’ bodycare and APDO attitudinal segments, May 2019
        • The opportunities
          • Stand out at the POS
            • Figure 3: Bodycare purchase influencers – Top influencers, indexed to all, May 2019
          • Give Hispanic men a reason to use bodycare
            • Figure 4: Reasons why Hispanics use bodycare products, by gender and age, May 2019
          • Use the underlying reasons why Hispanics use APDO to connect with them
            • Figure 5: Reasons why Hispanics use APDO products, May 2019
          • What it means
          • The Market – What You Need to Know

            • Four distinct groups of Hispanics relate to bodycare and APDO differently
              • A young Hispanic market creates challenges and opportunities
                • Children and teens may influence Hispanics’ bodycare and APDO purchases
                • Bodycare and APDO Attitudinal Segments

                  • Four segments of Hispanics approach these categories differently
                      • Figure 6: Hispanics’ bodycare and APDO attitudinal segments, May 2019
                    • Evolving Users (40%)
                      • Figure 7: Profile of Hispanic Evolving Users, May 2019
                    • Functional Users (22%)
                      • Figure 8: Profile of Hispanic Functional Users, May 2019
                    • Established Users (21%)
                      • Figure 9: Profile of Hispanic Established Users, May 2019
                    • Skeptical Users (18%)
                      • Figure 10: Profile of Hispanic Skeptical Users, May 2019
                  • Bodycare and APDO Attitudinal Segments’ Implications

                    • Widespread use requires brands to be bold
                      • Hispanics don’t take claims at face value
                        • Natural ingredient claims require some guidance
                          • Figure 11: Hispanics’ attitudes toward bodycare and APDOs, by attitudinal segments, May 2019
                      • Market Perspective

                        • Youth influences Hispanics’ attitudes toward bodycare and APDO
                          • Figure 12: Hispanic share of total US population, by age, 2018
                        • Children influence Hispanics’ attitudes toward bodycare and APDO
                          • Figure 13: Average number of people per household, by race and Hispanic origin, 2017
                          • Figure 14: Households with related children, by race and Hispanic origin of householder, 2017
                      • Key Players – What You Need to Know

                        • APDO brands go beyond functional attributes
                          • Bodycare brands communicate messages of healing and prevention
                            • Hispanics underindex for using less-known brands
                              • Unexpected new arrivals promise disruption
                                • Brands will take storytelling up a notch
                                • What’s Happening in APDO?

                                  • APDO claims in the US are more functional than in Latin America
                                    • Figure 15: Most used APDO claims – US vs Latin America, July 2018-July 2019
                                  • APDO brand initiatives aim to be inclusive and empowering
                                    • The gender distinction is evident in the APDO category
                                      • Unilever and Procter & Gamble own the category
                                        • Figure 16: Brands of APDOs Hispanic men use – any use, indexed to all US men, October 2017-November 2018
                                        • Figure 17: Brands of APDOs Hispanic women use – Any use, indexed to all US men, October 2017-November 2018
                                      • What are the leading APDO brands up to?
                                        • Degree is about physical activity
                                          • Figure 18: Instagram post from Degree, June 2019
                                        • Dove is about embracing real beauty
                                          • Secret is about strength and perseverance
                                            • Figure 19: Secret Deodorant | Cheer For Each Other – All Strength, No Sweat video, March 2019
                                            • Figure 20: Dove | Project #ShowUs | Shattering Beauty Stereotypes video, March 2019
                                          • Avon is about good discounts and relationships
                                            • Hispanic teens’ APDO usage indicates opportunities for an early connection
                                              • Figure 21: Number of times Hispanics used APDO – Past 7 days, by age (including teens), October 2017-November 2018
                                              • Figure 22: Brands of APDOs male Hispanic teens use – Any use, indexed to all male teens, October 2017-November 2018
                                              • Figure 23: Brands of APDOs female Hispanic teens use – Any use, indexed to all female teens, October 2017-November 2018
                                          • What’s Happening in Bodycare?

                                            • Bodycare brands are using similar claims in Latin America and the US
                                              • Figure 24: Most used bodycare claims – US vs Latin America, July 2018-July 2019
                                            • Hispanics gravitate toward mainstream brands
                                              • Figure 25: Share of Hispanics who are sole brand users of moisturizers/creams/lotions, indexed to all, October 2017-November 2018
                                            • Top brands are household names and appeal to both Hispanic men and women
                                              • Figure 26: Top brands of moisturizers/creams/lotions Hispanic men use – Any use, indexed to all men, October 2017-November 2018
                                              • Figure 27: Top brands of moisturizers/creams/lotions Hispanic women use – any use, indexed to all women, October 2017-November 2018
                                            • What are the leading bodycare brands up to?
                                              • Vaseline is all about healing
                                                • Figure 28: Instagram post from Vaseline (Vaselinebrand), November 2018
                                              • Aveeno is about getting the skin happy
                                                • Figure 29: Instagram post from Aveeno US, June 2019
                                              • Nivea nourishes your skin
                                                • Hispanic teens’ bodycare not sophisticated yet
                                                  • Figure 30: Number of times Hispanics used body moisturizers/creams/lotions – Past 7 days, by age (including teens), October 2017-November 2018
                                                  • Figure 31: Brands of moisturizers/creams/lotions male Hispanic teens use –Any use, indexed to all male teens, October 2017-November 2018
                                                  • Figure 32: Brands of moisturizers/creams/lotions female Hispanic teens use – any use, indexed to all female teens, October 2017-November 2018
                                              • What’s Challenging?

                                                • To gain traction among Hispanic consumers
                                                  • Figure 33: Less-known brands of moisturizers/creams/lotions Hispanics use – any use, indexed to all, October 2017-November 2018
                                              • What’s Next?

                                                • Unexpected new players
                                                  • Figure 34: Instagram post from Lululemon, June 2019
                                                • Better and more sophisticated storytelling
                                                • The Consumer – What You Need to Know

                                                  • Hispanics overindex for using some specialized bodycare products
                                                    • Pleasant scent and natural ingredients resonate among Hispanics
                                                      • Hispanics use bodycare products to feel well
                                                        • Sticks dominate in APDO, but Hispanics overindex for using spray
                                                          • Hispanics focus their attention on functional benefits of APDOs
                                                            • Using APDO gives control
                                                            • Usage of Bodycare Products

                                                              • Hispanics use a different mix of bodycare products
                                                                  • Figure 35: Hispanics’ usage of bodycare products in the last 12 months, indexed to all, May 2019
                                                                  • Figure 36: Hispanics’ usage of bodycare products in the last 12 months, by bodycare and APDO attitudinal segments, May 2019
                                                                • Hispanic men are not oblivious to bodycare products
                                                                  • Hispanic women become more engaged as they age
                                                                    • Younger Hispanics embrace convenient formats
                                                                      • Figure 37: Hispanics’ usage of bodycare products in the last 12 months, by gender and age, May 2019
                                                                  • Bodycare Purchase Influencers

                                                                    • Three characteristics have the most influence
                                                                      • Brands may benefit from highlighting scent a bit more
                                                                        • Online reviews have limited influence
                                                                          • Figure 38: Bodycare purchase influencers, indexed to all, May 2019
                                                                        • Adding natural ingredients drastically expands appeal
                                                                            • Figure 39: TURF Analysis – Bodycare purchase influencers, May 2019
                                                                            • Figure 40: Bodycare purchase influencers, indexed to all, by bodycare and APDO attitudinal segments, May 2019
                                                                          • The two claims that get older Hispanic women’s attention
                                                                            • Hispanic men are more brand loyal
                                                                              • Figure 41: Bodycare purchase influencers, by gender and age, May 2019
                                                                            • Hispanic moms don’t buy bodycare products just for themselves
                                                                              • Figure 42: Select bodycare purchase influencers, by gender and parental status, May 2019
                                                                          • Reasons for Using Bodycare Products

                                                                            • Hispanics use bodycare products to prevent and/or treat skin issues
                                                                              • Figure 43: Reasons why Hispanics use bodycare products, May 2019
                                                                            • Older Hispanic women see more need to use bodycare products
                                                                              • Figure 44: Reasons why Hispanics use bodycare products, by gender and age, May 2019
                                                                          • Usage of APDO Products

                                                                            • Hispanics overindex for using APDO in spray form
                                                                              • Figure 45: Hispanics’ usage of APDO products in the last 12 months, indexed to all, May 2019
                                                                              • Figure 46: Hispanics’ usage of APDO products in the last 12 months, by bodycare and APDO attitudinal segments, May 2019
                                                                            • APDO spray is not just for young consumers
                                                                              • Figure 47: Hispanics’ usage of APDO products in the last 12 months – Stick and spray, by key demographics, May 2019
                                                                          • APDO Purchase Influencers

                                                                            • APDOs should be invisible, but effective
                                                                              • Figure 48: APDO purchase influencers, indexed to all, May 2019
                                                                            • APDO is all about long-lasting protection
                                                                                • Figure 49: Secret Twins Challenge – Merrell Twins, November 2018
                                                                                • Figure 50: TURF Analysis – APDO purchase influencers, May 2019
                                                                              • Hispanic women aged 35+ prefer clean claims
                                                                                • Brand matters more to Hispanic men
                                                                                  • Figure 51: Select APDO purchase influencers, by gender and age, May 2019
                                                                              • Reasons for Using APDO Products

                                                                                • Hispanics want to feel clean and smell good
                                                                                  • Figure 52: Reasons why Hispanics use APDO products, May 2019
                                                                                • Underlying reasons are important to drive relevance
                                                                                  • Figure 53: Reasons why Hispanics use APDO products, by gender and age, May 2019
                                                                                • Underlying reasons for use are important to drive relevance
                                                                                  • Figure 54: Reasons why Hispanics use APDO products, by level of acculturation, May 2019
                                                                                • A busy lifestyle may be more inclusive than an active lifestyle
                                                                                  • Figure 55: Share of Hispanics who use APDO products due to having an active lifestyle, by age and gender and by household income, May 2019
                                                                              • Appendix – Data Sources and Abbreviations

                                                                                • Data sources
                                                                                  • Consumer survey data
                                                                                    • Abbreviations and terms
                                                                                      • Abbreviations
                                                                                        • Terms
                                                                                          • A note about acculturation
                                                                                            • TURF Methodology
                                                                                            • Appendix – The Consumer

                                                                                                • Figure 56: Table – TURF Analysis – Bodycare purchase influencers, May 2019
                                                                                                • Figure 57: Table – TURF Analysis – APDO purchase influencers, May 2019
                                                                                                • Figure 58: Brands of APDOs Hispanics use – Any use, by gender and age, October 2017-November 2018
                                                                                                • Figure 59: Top brands of moisturizers/creams/lotions Hispanics use – Any use, by gender and age, October 2017-November 2018

                                                                                            Bodycare and Deodorant - Hispanics - US - August 2019

                                                                                            £3,435.47 (Excl.Tax)