2020
9
US Hispanics and Household Cleaning Trends Market Report 2020
2020-10-21T04:01:17+01:00
OX987236
3695
126380
[{"name":"Hispanic Consumers","url":"https:\/\/store.mintel.com\/industries\/demographics\/hispanics"},{"name":"Household and Home","url":"https:\/\/store.mintel.com\/industries\/household-home"}]
Report
en_GB
“COVID-19 made cleaning the house a priority, and the majority of Hispanics have increased their cleaning frequency. Because COVID-19 is the key factor driving the shift, Hispanics’ cleaning habits may…

US Hispanics and Household Cleaning Trends Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

“COVID-19 made cleaning the house a priority, and the majority of Hispanics have increased their cleaning frequency. Because COVID-19 is the key factor driving the shift, Hispanics’ cleaning habits may slow down once the pandemic is under control. Brand messaging related to protection and hygiene are critical now, though as the country moves into the “next normal,” brands should expand their focus to include reminding Hispanics about the core reasons why they clean: removing germs, having a house that smells clean, and improving the health of those at home.”
– Juan Ruiz, Director of Hispanic Insights

Key issues covered in this Report

  • The impact of COVID-19 on Hispanics and how their cleaning habits have changed.
  • Why Hispanics are cleaning more (hint: COVID-19 drives cleaning, but there is more).
  • How cleaning has become more proactive and protective as a line of defense.
  • What attributes Hispanics consider important when choosing household cleaning products.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: US context
            • Economic and other assumptions
            • Executive Summary

                • Top takeaways
                  • Market overview
                    • Hispanics are not an homogeneous group
                      • Figure 1: Hispanic household cleaning attitudinal segments, May 2020
                    • Impact of COVID-19 on Hispanics and household cleaning trends
                      • Figure 2: Hispanics’ cleaning frequency and concern about COVID-19, by language spoken at home and household income, May 2020
                      • Figure 3: Short-, medium- and long-term impact of COVID-19 on household cleaning and Hispanics and household cleaning, September 2020
                    • Opportunities and Challenges
                      • Keep cleaning going in the next normal
                        • Figure 4: Hispanics’ reasons for cleaning more often, indexed to all, May 2020
                      • Tell a different story
                        • Figure 5: TURF Analysis – Hispanics’ referred cleaning product attributes, May 2020
                      • Communicate value at all times
                        • Make cleaning exciting again
                        • The Hispanic Market – Key Takeaways

                          • The Hispanic market has significant room to grow
                            • A focus on value hinders Hispanics’ spending growth
                              • COVID-19 ignites growth in 2020
                                • Market factors explain why Hispanic spending lag
                                  • Brands need to tackle cleaning routines
                                  • Hispanics by the Numbers

                                    • The Hispanic market continues to grow at a healthy rate
                                      • Figure 6: US population, by race and Hispanic origin, 2015-25
                                    • The Hispanic market is young
                                      • Figure 7: US population share by age, by Hispanic origin, by age, 2020
                                      • Figure 8: US households with related children under 18 in the household, by race and Hispanic origin of householder, 2019
                                    • The Hispanic market is aging
                                      • Figure 9: US Hispanic population by age, 2015-25
                                    • Hispanics shop for household care products with their budget in mind
                                      • Figure 10: Median US household income, by race and Hispanic origin of householder, 2018
                                      • Figure 11: US household income distribution, by race and Hispanic origin of householder, 2018
                                  • Hispanics and Household Cleaning – Market Size Estimate

                                    • Hispanic households spend estimated $6.3 billion on household cleaning
                                      • Figure 12: Total expenditures on household cleaning products, at current prices, by Hispanic origin, 2015-20
                                    • Impact of COVID-19 on Hispanics and household cleaning trends
                                      • COVID-19 put cleaning in the spotlight
                                          • Figure 13: Short-, medium- and long-term impact of COVID-19 on household cleaning and Hispanics and household cleaning, September 2020
                                        • Lockdown and re-emergence: worry and cleaning go hand in hand
                                          • Figure 14: Hispanics’ cleaning frequency and concern about COVID-19, by household cleaning attitudinal segments, May 2020
                                          • Figure 15: Changes Hispanics made due to COVID-19, by household cleaning attitudinal segments, May 2020
                                        • Lockdown and re-emergence: cleaning becomes a type of insurance
                                          • Recovery: the spike in cleaning frequency may revert to the mean
                                            • Lessons from the last recession to consider today
                                              • Figure 16: Seasonally adjusted unemployment, total US vs Hispanics, January 2007-August 2020
                                            • COVID-19: US context
                                            • Market Factors

                                              • Hispanics’ retail choices highlight the importance of value
                                                • Figure 17: Retailers shopped in past six months for surface cleaners, by race and Hispanic origin, June 2019
                                              • Hispanics lag in ownership of cleaning appliances
                                                • Figure 18: Ownership of cleaning appliances, by Hispanic origin and [for Hispanics] household income, April 2019-June 2020
                                              • Eco-friendly products need to improve their association to value
                                                • Figure 19: Attitudes toward eco-friendly products, by Hispanic origin, April 2019-June 2020
                                            • Market Opportunities

                                              • Explore opportunities for brand extensions
                                                • Put convenience in context
                                                  • Explain why ingredients and the environment matter
                                                  • Product Categories and Brands – Key Takeaways

                                                    • Hispanics use an arsenal of products to clean
                                                      • What are brands doing?
                                                      • Product Categories and Brands

                                                        • Cleaning involves lots of different products
                                                            • Figure 20: Household usage of cleaning products, by Hispanic origin and indexed to all, April 2019-June 2020
                                                            • Figure 21: Number of household cleaning products used, by Hispanic origin, April 2019-June 2020
                                                          • Scent and value can pay off
                                                              • Figure 22: Brands of laundry soaps/detergents used, by Hispanic origin and indexed to all, April 2019-June 2020
                                                              • Figure 23: Tide creative, February 2019 – August 2020
                                                              • Figure 24: Gain Facebook post, April – May 2020
                                                            • Convenience – the next frontier
                                                                • Figure 25: Brands of dishwashing liquid detergents households use, by Hispanic origin and indexed to all, April 2019-June 2020
                                                              • The importance of the cultural connection
                                                                  • Figure 26: Brands of household cleaning products households use, by Hispanic origin, April 2019-June 2020
                                                              • The Consumer – Key Takeaways

                                                                • There are four ways Hispanics approach household cleaning
                                                                  • There is a martyrdom component among Hispanics who feel solely responsible for cleaning
                                                                    • Hispanic men are paying attention to cleaning
                                                                      • COVID-19 is the top reason why Hispanics are cleaning more
                                                                        • Hispanics want products that effectively eliminate bacteria and germs
                                                                          • Hispanics have positive attitudes toward cleaning
                                                                          • Household Cleaning Attitudinal Segmentation

                                                                            • There are four ways Hispanics approach household cleaning
                                                                                • Figure 27: Hispanic household cleaning attitudinal segments, May 2020
                                                                              • Unstructured Cleaners (25%)
                                                                                • Figure 28: Profile of Unstructured Cleaners, May 2020
                                                                              • Natural Procrastinators (24%)
                                                                                • Figure 29: Profile of Natural Procrastinators, May 2020
                                                                              • Natural Explorers (24%)
                                                                                • Figure 30: Profile of Natural Explorers, May 2020
                                                                              • Mainstream Loyalists (27%)
                                                                                • Figure 31: Profile of Mainstream Loyalists, May 2020
                                                                            • Cleaning Responsibility

                                                                              • Hispanics who feel responsible for cleaning think they have little choice
                                                                                  • Figure 32: Hispanics’ household cleaning responsibilities, indexed to all US consumers, May 2020
                                                                                  • Figure 33: Overlap of household cleaning and shopping responsibilities, May 2020
                                                                                • Hispanic men are involved, but women still own cleaning chores
                                                                                  • Figure 34: Hispanics’ household cleaning and shopping responsibilities, by gender and age, May 2020
                                                                              • Cleaning Frequency

                                                                                • COVID-19 can prompt Hispanics to review how they clean
                                                                                  • Figure 35: Hispanics’ cleaning frequency, May 2020
                                                                                • Hispanic men are paying attention to cleaning
                                                                                  • Figure 36: Hispanics’ cleaning frequency and concern about COVID-19, by gender and age, May 2020
                                                                                • Spanish-dominant Hispanics cleaning more as they may feel more vulnerable
                                                                                  • Figure 37: Hispanics’ cleaning frequency and concern about COVID-19, by language spoken at home and household income, May 2020
                                                                              • Reasons for Cleaning More Often

                                                                                • COVID-19 is not altering the core reasons why Hispanics clean
                                                                                  • Figure 38: Hispanics’ reasons for cleaning more often, indexed to all, May 2020
                                                                                • Hispanic moms have more reasons to clean
                                                                                  • Figure 39: Hispanics’ reasons for cleaning more often, by gender and parent status, May 2020
                                                                                • Appearances are secondary
                                                                                  • Figure 40: Hispanics’ reasons for cleaning more often, by language spoken at home, May 2020
                                                                              • Preferred Cleaning Product Attributes

                                                                                • Brands need to challenge existing beliefs to stay top of mind
                                                                                  • Figure 41: Hispanics’ preferred cleaning product attributes, indexed to all, May 2020
                                                                                • Antibacterial and anti-germ messaging is enough to get Hispanics’ attention
                                                                                  • Figure 42: TURF Analysis – Hispanics’ referred cleaning product attributes, May 2020
                                                                                  • Figure 43: Table – TURF Analysis – Hispanics’ preferred cleaning product attributes, May 2020
                                                                              • The Habit of Cleaning the House

                                                                                • There is a significant habit component in cleaning
                                                                                  • Figure 44: Hispanics’ cleaning behaviors, May 2020
                                                                                  • Figure 45: Hispanics’ cleaning behaviors, by cleaning attitudinal segments, May 2020
                                                                              • Attitudes toward Cleaning

                                                                                • Hispanics prefer mainstream brands
                                                                                  • Figure 46: Hispanics’ attitudes toward cleaning brands, indexed to all, May 2020
                                                                                • Cleaning can be monotonous
                                                                                    • Figure 47: Hispanics’ attitudes toward keeping the house clean, indexed to all, May 2020
                                                                                  • Hispanics are interested in reducing how often they clean
                                                                                    • Figure 48: Hispanics’ attitudes toward convenience, indexed to all, May 2020
                                                                                  • Hispanics prefer natural cleaning products (but with caveats)
                                                                                    • Figure 49: Hispanics’ attitudes toward ingredients, indexed to all, May 2020
                                                                                • Appendix – Data Sources and Abbreviations

                                                                                  • Data sources
                                                                                    • Sales data
                                                                                      • Consumer survey data
                                                                                        • Consumer qualitative research
                                                                                          • Abbreviations and terms
                                                                                            • Abbreviations
                                                                                              • Terms
                                                                                                • A note about acculturation
                                                                                                  • TURF Methodology
                                                                                                  • Appendix – Mintel Trend Drivers

                                                                                                      • Figure 50: Mintel Consumer Trend Drivers and Pillars
                                                                                                  • Appendix – Consumer Data

                                                                                                      • Figure 51: Language Hispanics speak at home, April 2019-June 2020

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