Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Marketing to Hispanic Moms - US - September 2019

Covered in this report

In the Mintel consumer data referenced, moms are defined as female internet users aged 18+ who are parent/guardian to at least one child under the age of 18 in the household. Moms are defined differently in market data derived from the US Census Bureau (typically women aged 15-50 who have given birth).

Readers of this report may also be interested in previous reports of the same title from 2015-18, as well as related titles including Marketing to Moms – US, September 2019, Marketing to Black Moms – US, September 2019 and other titles from Mintel’s Multicultural library


"Compared to all US women, Hispanic women are more likely to be moms, making their current impact on household purchasing disproportionately stronger than their population share would indicate. Meanwhile, Hispanic moms are raising almost one in four US children, which means their influence will be felt even more strongly among the next generation of consumers. In a culture that still embraces traditional gender roles, Hispanic moms have no problem doing most household chores and taking care of their children – even when working full time. Despite their confidence at home, some Hispanic moms feel some insecurity because their children are growing up in a world that is different than the one they experienced growing up."

Juan Ruiz, Director of Hispanic Insights

This report will look at the following areas:

  • Hispanic moms are raising one in four children in the US
  • Create paths for Hispanic moms to focus on their personal growth
  • Help Hispanic moms help their kids succeed

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Hispanic moms are raising one in four children in the US
          • Figure 1: Estimated number of Hispanic moms and their share among all US moms, 2018
        • Video summary
          • Top takeaways
            • The issues and opportunities
              • Recognize and reward the sacrifices of working Hispanic moms
                • Figure 2: Hispanic moms’ top responsibilities, by employment status, May 2019
              • Create paths for Hispanic moms to focus on their personal growth
                • Figure 3: Hispanic moms’ post-kids plans, indexed to all US moms, May 2019
              • Help Hispanic moms help their kids succeed
                • Figure 4: Hispanics’ attitudes toward their children’s education, by moms and dads, May 2019
              • What it means
              • The Market – What You Need to Know

                • There are 8 million Hispanic moms
                  • To work or not to work?
                    • English or Spanish?
                    • Hispanic Moms by the Numbers

                      • Hispanic women are more likely to be moms
                        • Figure 5: Estimated number of Hispanic moms and their share among all US moms, 2018
                        • Figure 6: Births, by race and Hispanic origin of mother, 2016-17
                        • Figure 7: Fertility rates, by race and Hispanic origin, 2017
                      • Hispanics’ age distribution supports continuing growth
                        • Figure 8: Hispanic share of total US population, by age, 2018
                      • Hispanic women become mothers two years earlier than the average
                        • Figure 9: Average age of mother at first birth, by Hispanic origin, 1990-2015
                      • Hispanic moms manage larger households
                        • Figure 10: Households with related children, by race and Hispanic origin of householder, 2018
                        • Figure 11: Average number of people per household, by race and Hispanic origin, 2017
                      • Hispanic moms need to do more with less
                        • Figure 12: Median household income, by race and Hispanic origin of householder, 2017
                        • Figure 13: Household income distribution by race and Hispanic origin of householder, 2017
                      • Half of Hispanic births are out of wedlock
                        • Figure 14: Number and percentage of births to unmarried women, by race and Hispanic origin of mother, 2017
                        • Figure 15: Hispanic moms’ marital status, by level of acculturation and household income, May 2019
                    • Hispanic Moms and Employment

                      • Working moms make significant contributions to household finances
                        • Figure 16: Hispanic moms’ employment status, May 2019
                        • Figure 17: Hispanic moms’ household income, by employment status, May 2019
                      • Mom’s work brings stability
                          • Figure 18: Hispanic moms’ home ownership, by employment status, May 2019
                          • Figure 19: Hispanic moms’ dreams for relocating their home, by marital status and indexed to all, August 2018
                        • Nonworking moms prioritize their homes regardless of the age of their children
                          • Figure 20: Hispanic moms’ employment status, by age of their children, May 2019
                        • Hispanic moms want to see a return on their studies
                          • Figure 21: Hispanic moms’ employment status, by level of education, May 2019
                      • Hispanic Moms and Language Spoken at Home

                        • More than half of Hispanic moms are bilingual
                          • Figure 22: Language(s) Hispanic moms speak at home, April 2017-June 2018
                        • Spanish is ingrained in foreign-born Hispanic moms
                          • Figure 23: Share of Hispanic moms born in the US vs born elsewhere, by language spoken at home, April 2017-June 2018
                        • Bilingual Hispanic moms gravitate toward English for most activities
                          • Figure 24: Language Hispanic moms use on select activities, by language spoken at home, May 2019
                      • What’s Happening? – What You Need to Know

                        • What moms do online offers a window into who they are
                          • Complex forms or printing requirements can kill a call to action
                            • Busier Hispanic moms will start to delegate
                            • What’s Happening?

                              • People, family and lifestyles
                                • It is about moms, not dads
                                  • Hispanic moms find home improvement sites appealing
                                      • Figure 25: Top categories advertised on thisoldhouse.com, July 7-August 5, 2019
                                    • Baby-related sites are the place to promote baby registries
                                      • Figure 26: Walmart baby registry online creatives promoted at babycenter.com, June-August 2019
                                      • Figure 27: Top categories advertised on babycenter.com, July 7-August 5, 2019
                                    • The woman who is the mom
                                      • Figure 28: Top categories advertised on cosmopolitan.com, July 7-August 5, 2019
                                    • Hispanic moms are less likely to look for recipes
                                      • Figure 29: Top people, family and lifestyles websites Hispanic moms use – Past 30 days, indexed to all moms, to Hispanic women w/o children and to Hispanic dads, October 2017-November 2018
                                  • What’s Changing

                                    • Requiem for the keyboard
                                      • Figure 30: Platforms Hispanic moms use – Past 7 days, indexed to all moms, to Hispanic women w/o children and to Hispanic dads, October 2017-November 2018
                                  • What’s Next?

                                    • Hispanic moms will start to unload some of their load
                                      • There will be more Hispanic moms commuting
                                      • The Consumer – What You Need to Know

                                        • Hispanic moms feel responsible for the weight of the household
                                          • The majority of Hispanics feel they are doing a good job as parents
                                            • Hispanic moms look forward to achieving personal goals after their children leave home
                                              • Hispanic moms know their children are growing up in a different world
                                                • Lack of consensus when it comes to children’s education
                                                  • Hispanic moms have high expectations for their children
                                                  • Top Responsibilities

                                                    • Hispanic moms feel responsible for most household-related tasks
                                                        • Figure 31: Hispanics’ top responsibilities, by moms and dads, May 2019
                                                      • Hispanic moms’ responsibilities change as children grow up
                                                        • Figure 32: Hispanic moms’ top responsibilities, by age, May 2019
                                                      • Acculturated Hispanic moms are more likely to be involved in household finances
                                                        • Figure 33: Hispanic moms’ finance-related responsibilities, by level of acculturation and by household income, May 2019
                                                      • Moms don’t get a break if they work full time
                                                        • Figure 34: Hispanic moms’ top responsibilities, by employment status, May 2019
                                                    • Household Dynamics

                                                      • Moms and dads stay in their own lanes
                                                        • Figure 35: Hispanic moms’ parenting approach – Dichotomies, indexed to Hispanic dads, May 2019
                                                      • Hispanic moms indulge their children
                                                        • Figure 36: Hispanic moms’ parenting approach – Flexible vs strict, by key demographics, May 2019
                                                      • Partners are involved even if not married
                                                        • Figure 37: Hispanic moms’ parenting approach – Shared responsibility, by marital status, May 2019
                                                    • Moms’ Post-kids Plans

                                                      • Hispanic moms put family and children at the top of their priorities
                                                        • Hispanic moms want to focus on themselves when children leave
                                                          • Figure 38: Hispanic moms’ post-kids plans, indexed to all US moms, May 2019
                                                          • Figure 39: Hispanics’ post-kids plans, by moms vs dads, May 2019
                                                        • More-affluent Hispanic moms have more ambitious goals
                                                          • Figure 40: Hispanic moms’ post-kids plans, by household income, May 2019
                                                        • Older moms want to break the monotony
                                                          • Figure 41: Hispanic moms’ post-kids plans – Personal development vs time with significant other, by age, May 2019
                                                      • Parenting Pain Points

                                                        • Change defines today’s parents
                                                            • Figure 42: Hispanics’ parenting pain points, by moms vs dads, May 2019
                                                          • Having support is more important among younger Hispanic moms
                                                            • Figure 43: Hispanic moms’ parenting pain points, by age, May 2019
                                                          • It’s hard to be critical of blessings
                                                            • Figure 44: Hispanic moms’ parenting pain points, by level of acculturation, May 2019
                                                        • Attitudes Toward Their Children’s Education

                                                          • Half of Hispanic moms are satisfied with their children’s education
                                                            • Figure 45: Hispanics’ attitudes toward their children’s education, by moms vs dads, May 2019
                                                          • Unacculturated moms are more positive about their children’s education
                                                            • Figure 46: Hispanic moms’ attitudes toward their children’s education, by level of acculturation, May 2019
                                                          • More-affluent Hispanic moms are more demanding of their children
                                                            • Figure 47: Hispanic moms’ attitudes toward their children’s education, by household income, May 2019
                                                        • Attitudes Toward Their Children’s Growth

                                                          • Hispanic moms have a vision for their children
                                                              • Figure 48: Hispanic moms’ attitudes toward their children’s growth – Strongly agree and any agree (net), May 2019
                                                            • Stay-at-home moms are more critical of their role as mothers
                                                              • Figure 49: Hispanic moms’ attitudes toward their own lives as mothers – Strongly agree, by working status, May 2019
                                                            • Different moms have different concerns
                                                              • Figure 50: Hispanic moms’ attitudes toward protecting their children – Strongly agree, by level of acculturation, May 2019
                                                            • Pride in America increases with acculturation
                                                              • Figure 51: Hispanic moms’ attitudes toward their children’s culture – Strongly agree, by level of acculturation, May 2019
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Consumer survey data
                                                                • Consumer qualitative research
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                      • Terms
                                                                        • A note about acculturation

                                                                        Marketing to Hispanic Moms - US - September 2019

                                                                        £3,435.47 (Excl.Tax)