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Hispanics and Shopping for Household Care Products - US - October 2019

"Because household care categories have reached maturity, brands have limited opportunities for differentiation and organic growth. In such competitive markets, traditional/mainstream brands are holding their turf. Less known brands wanting to change this dynamic may find fertile ground in the Hispanic market. Hispanics tend to be more open to try lesser-known and natural/eco-friendly brands. However, for these brands to move Hispanics from interest to action, they must prove that the products perform just as well, and at a similar price point."

Juan Ruiz, Director of Hispanic Insights

This Report examines Hispanics’ attitudes and behaviors toward shopping for household care products, focusing primarily on:

  • Household paper products
  • Home laundry products
  • Household surface cleaners
  • Dishwashing products

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • The youth of the Hispanic market suggests short- and long-term potential
            • Video summary
              • Top takeaways
                • The opportunities
                  • Encourage comparison to promote natural/eco-friendly household product brands
                    • Figure 1: Types of brands Hispanics purchased of each household product category in the past 12 months, and difference to all US consumers, August 2019
                  • Secure distribution to ensure shelf space
                    • Figure 2: Types of stores where Hispanics purchased household care products in the past 12 months, August 2019
                  • Empower Hispanics to clean
                    • Figure 3: Hispanics’ attitudes toward shopping for household care – Select items, August 2019
                  • What it means
                  • The Market – What You Need to Know

                    • Structural aspects of the Hispanic market make it an appealing target for household product brands
                      • Household cleaning products should connect with Hispanic moms
                        • Younger Hispanics may start closing the homeownership gap
                          • Hispanics are less likely to have automatic washing machines and dishwashers
                          • Market Factors

                            • Hispanics’ youthfulness creates opportunities for natural brands
                              • Figure 4: Hispanic share of total US population, by age, 2018
                            • Larger household sizes increase Hispanics’ need for household products
                              • Figure 5: Average number of people per household, by race and Hispanic origin, 2017
                              • Figure 6: Households with related children, by race and Hispanic origin of householder, 2017
                            • Hispanics shop for household care products with their budget in mind
                              • Figure 7: Median household income, by race and Hispanic origin of householder, 2017
                              • Figure 8: Household income distribution, by race and Hispanic origin of householder, 2017
                          • Market Perspective

                            • Traditional gender roles grant Hispanic moms most cleaning-related responsibilities
                              • Figure 9: Hispanics’ top responsibilities, by moms and dads, May 2019
                            • Hispanics’ dreams of home ownership may be close to materializing
                              • Figure 10: Homeownership rate, by Hispanic origin of householder: Q2 2019
                            • Hispanics lag in ownership of automatic washing machines and dishwashers
                              • Figure 11: Hispanics’ ownership of automatic washing machines and dishwashers, October 2017-November 2018
                              • Figure 12: Race and Hispanic origin distribution in urban, suburban and rural areas, 2016
                          • Category Trends – What You Need to Know

                            • Standing out on ethical-related claims is challenging
                              • Online efforts should have physical stores in mind
                                • Natural/eco-friendly brands will make more noise
                                  • Dollar stores can encourage trial
                                  • What’s Happening with Household Paper Products?

                                    • Consumers are content with the basics in household paper products
                                      • Ethical messaging dominates claims
                                        • Connect on social media
                                          • Figure 13: Most used claims in paper products – US vs Latin America, September 2018-September 2019
                                        • Hispanics are more open to customized paper products for special occasions
                                          • Figure 14: Hispanics’ interest in customized napkins, indexed to all, December 2018
                                        • Napkins’ example: store brands thrive when there is little differentiation
                                          • Figure 15: Brands of napkins Hispanic households use – Any use, by language spoken at home, indexed to all US, October 2017-November 2018
                                        • Paper towels’ example: owning functionality
                                          • Figure 16: Instagram post from Bounty, July 2019
                                          • Figure 17: Brands of paper towels Hispanic households use – Any use, by language spoken at home, indexed to all US, October 2017-November 2018
                                      • What’s Happening with Home Laundry Products?

                                        • The laundry care segment is highly functional and price driven
                                          • Claims in Latin America try to offer reassurance
                                            • Figure 18: Hispanics’ likelihood to be worried about ingredients in laundry products, indexed to all, July 2019
                                            • Figure 19: Most used claims in laundry products – US vs Latin America, September 2018-September 2019
                                          • Gain’s example: scent matters
                                            • Figure 20: Brands of laundry detergent Hispanic households use – Any use, by language spoken at home, indexed to all US, October 2017-November 2018
                                        • What’s Happening with Home Surface Cleaners?

                                          • All-purpose cleaners are eclipsing specialized products
                                            • Claims in Latin America keep anti-bacterial aspect top-of-mind
                                              • Figure 21: Share of Hispanics who consider antibacterial most important, indexed to all, June 2019
                                              • Figure 22: Most used claims in home surface cleaners – US vs Latin America, September 2018-September 2019
                                            • It’s a fragmented market
                                              • Fabuloso’s example: scent and catchy content
                                                • Figure 23: Fabuloso Facebook post, July 2019
                                                • Figure 24: Brands of home surface cleaners Hispanic households use – Any use, by language spoken at home, indexed to all US men, October 2017-November 2018
                                            • What’s Happening with Dishwashing Products

                                              • Dishwashing product sales stagnant
                                                • If products are good for the environment, they are good to touch dishes
                                                  • Figure 25: Most used claims in dishwashing products – US vs Latin America, September 2018-September 2019
                                                • Fewer players translate into stronger loyalty
                                                  • Dawn’s example: proving functional characteristics over and over again
                                                    • Figure 26: Dawn Facebook post, August-September 2019
                                                    • Figure 27: Brands of dishwashing liquid Hispanic households use – Any use, by language spoken at home, indexed to all US, October 2017-November 2018
                                                  • Cascade’s example: owning “clean”
                                                    • Figure 28: Cascade’s Facebook posts, August-September 2019
                                                    • Figure 29: Brands of automatic dishwashing detergent Hispanic households use – Any use, by language spoken at home, indexed to all US, October 2017-November 2018
                                                • What’s Struggling

                                                  • Hispanics are not ready to buy household products online
                                                  • What to Watch

                                                    • Expect more efforts to contextualize natural/eco-friendly
                                                      • More sophisticated dollar stores
                                                      • The Consumer – What You Need to Know

                                                        • Hispanics underindex for buying specialized household products
                                                          • Hispanics give significant weight to price, scent, and brand in their purchase decisions
                                                            • Hispanics choose where to shop based on value
                                                              • Hispanics buy natural/eco-friendly household products with some caveats
                                                                • Hispanics’ shopping approach has a strong habit component
                                                                  • Hispanics’ satisfaction can limit engagement in household categories
                                                                  • Household Product Purchases

                                                                    • Hispanics gravitate toward core household products
                                                                      • Figure 30: Household products Hispanics bought in the past 12 months, indexed to all, August 2019
                                                                    • Specialized household products are not top-of-mind for most Hispanics
                                                                      • Figure 31: Count of household products purchased and types, August 2019
                                                                    • Which Hispanics buy specialized products?
                                                                      • Figure 32: Profile of Hispanics who buy 7+ types of household products, by key demographics, August 2019
                                                                  • Household Product Purchase Drivers

                                                                    • Hispanics see household cleaning/care products as interchangeable
                                                                      • Figure 33: TURF Analysis – Purchase influencers, August 2019
                                                                      • Figure 34: Table – TURF Analysis – Purchase influencers, August 2019
                                                                    • A pleasant fragrance matters to Hispanics
                                                                        • Figure 35: Factors driving Hispanics’ household purchases, indexed to all, August 2019
                                                                      • Hispanic women less loyal to brands
                                                                        • Figure 36: Factors driving Hispanics’ household purchases, by gender and age, August 2019
                                                                      • More-affluent Hispanics are willing to trade up, but may need some proof
                                                                        • Figure 37: Brand as a factor driving Hispanics’ household purchases, by language spoken at home and household income, August 2019
                                                                      • Hispanic moms welcome products that are safe and healthy
                                                                        • Figure 38: Factors driving Hispanics’ household purchases, by gender and parent status, August 2019
                                                                    • Household Product Purchase Locations

                                                                      • Hispanics’ search for value dictates where they shop for household products
                                                                        • Figure 39: Types of stores where Hispanics purchased household care products in the past 12 months, August 2019
                                                                      • Mass merchandisers’ appeal is widespread
                                                                        • Figure 40: Target Facebook posts promoting saving on Tide and Bounty, July-September 2019
                                                                        • Figure 41: Walmart online ad promoting saving on Tide, Clorox and Bounty, September 2019
                                                                        • Figure 42: Hispanics who have purchased household care products in the past 12 months at mass merchandisers, by key demographics, August 2019
                                                                      • Grocery stores’ appeal is stronger among English-dominant Hispanics
                                                                        • Figure 43: Hispanics who have purchased household care products in the past 12 months at grocery stores, by key demographics, August 2019
                                                                      • Dollar stores are making inroads with the right target
                                                                          • Figure 44: Dollar General quick trip basics Facebook post, promoting Tide and Sparkle, July-August 2019
                                                                          • Figure 45: Family Dollar Facebook post, promoting Clorox Bleach, September 2019
                                                                          • Figure 46: Hispanics who have purchased household care products in the past 12 months at dollar stores, by key demographics, August 2019
                                                                        • Club stores likely reduce purchase frequency
                                                                          • Figure 47: Hispanics who have purchased household care products in the past 12 months at club stores, by key demographics, August 2019
                                                                      • Traditional vs Natural/Eco-friendly Household Products: Purchases and Perceptions

                                                                        • Purchases
                                                                          • Hispanics are more likely to buy natural/eco-friendly household products
                                                                            • Figure 48: Types of brands Hispanics purchased of each household product category in the past 12 months, and difference from all US consumers, August 2019
                                                                          • Younger Hispanics are more open to trying natural/eco-friendly brands
                                                                            • Figure 49: Share of Hispanics who have purchased natural/eco-friendly products in each household product category in the past 12 months, by gender and age, August 2019
                                                                          • Spanish-dominant and bilingual Hispanics are more open to natural household products
                                                                            • Figure 50: Share of Hispanics who have purchased natural/eco-friendly products in each household product category in the past 12 months, by language spoken at home, August 2019
                                                                          • Perceptions
                                                                            • Hispanics have a more established opinion of traditional/mainstream products
                                                                              • Distribution hinders natural/eco-friendly brands’ expansion
                                                                                • Figure 51: Hispanics’ perceptions of traditional/mainstream brands and natural/eco-friendly brands, August 2019
                                                                            • Approach to Shopping for Household Care

                                                                              • Hispanics’ shopping approach for household cleaning/care products follows the overall market
                                                                                • Figure 52: Hispanics’ approach to shopping for household care, indexed to all, August 2019
                                                                              • Are Hispanics open to trying new products?
                                                                                • Figure 53: Hispanics’ openness to try new products, by language spoken at home and household income, August 2019
                                                                              • Are Hispanics willing to spend more for higher quality options?
                                                                                • Figure 54: Hispanics’ willingness to spend more on household products, by language spoken at home and household income, August 2019
                                                                            • Attitudes toward Household Care Products

                                                                              • Hispanics don’t overthink cleaning; they just do it
                                                                                  • Figure 55: Hispanics’ attitudes toward shopping for household care products, August 2019
                                                                                • Hispanics’ loyalty shouldn’t be taken for granted
                                                                                  • Figure 56: Hispanics who usually buy the same brand satisfaction with household care brands and likelihood to know what they want, August 2019
                                                                                  • Figure 57: Hispanics’ satisfaction with household care brands and likelihood to know what they want, by gender and age, August 2019
                                                                                • Lack of trust in product claims can hinder new product trial
                                                                                  • Figure 58: Hispanics’ attitudes toward trust and convenience in household products, by level of acculturation, August 2019
                                                                                • Leverage online and in-store initiatives to maximize impact
                                                                                  • Figure 59: Places where Hispanics learn about new household products, by age, August 2019
                                                                                • Hispanics’ use of coupons for household care products is limited
                                                                                  • Figure 60: Hispanics’ likelihood of using coupons for household products, by language spoken at home and household income, August 2019
                                                                              • Appendix – Data Sources and Abbreviations

                                                                                • Consumer survey data
                                                                                  • Consumer qualitative research
                                                                                    • Abbreviations and terms
                                                                                      • Abbreviations
                                                                                        • Terms
                                                                                          • A note about acculturation
                                                                                            • TURF Methodology

                                                                                            Hispanics and Shopping for Household Care Products - US - October 2019

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