US Marketing to Hispanic Moms Consumer Report 2023
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This report offers a complete analysis of Hispanic Moms as consumers. In this report, our expert analyst explores how to market to Hispanic Moms effectively according to their needs and desires.
Hispanic Moms – A Consumer Overview
There are more than 8 million Hispanic moms in the US, meaning that one in five moms in the US are Hispanic. While following the overall trend of delaying childbirth, Hispanic women become moms nearly two years earlier than the US average. Compared to all moms, Hispanic moms are less likely to receive childcare support. It may be challenging to depend on family members or their own parents for support, as they could be residing abroad, in full-time employment, or unable to fulfill childcare responsibilities.
Marketing to Hispanic Moms – Example Opportunity
87% of Hispanic moms wish more brands would see that being a mom isn’t the only defining aspect that makes them who they are. Brands can stand out by showcasing moms’ experiences beyond motherhood. Hispanic moms see themselves in mothers portrayed in marketing materials, but do not feel that brands are portraying all parts of their lives.
For a deeper dive into this demographic, buy the full report. Alternatively, you may be interested in Mintel’s extensive library of Hispanic Consumer Research.
Report Scope and Definitions
For the purposes of this report, Mintel has used the following definitions:
Parents have kids under the age of 18 living within their household. Moms identify as female and have kids under the age of 18 living within their household.
“Hispanic” refers to anyone who has origins from a Spanish-speaking country, and “Latino” denotes individuals who have origins in a Latin American country, regardless of whether it is a Spanish-speaking country. This report covers both Hispanic and Latino consumers, and the term is used interchangeably throughout to reflect the diversity of this demographic.
Expert Analysis from a Multicultural Insights Specialist
This report, written by Stefanie Kundakjian, a leading multicultural insights analyst with a focus on Hispanic consumers, delivers commentary and analysis into the Hispanic consumer group.
Marketing to Hispanic moms goes beyond traditional parenting themes. They seek support in family management and self-care that require a nuanced approach.
Stefanie Kundakjian
Research Analyst
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- Key issues covered in this Report
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Executive Summary
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Hispanic Moms in America: An Overview
- Hispanic moms by the numbers
- Graph 1: female population, by Hispanic origin, 2018-28
- Graph 2: mothers with coresident children under 18 in the home, by race/Hispanic origin, 2022
- Graph 3: living arrangements of mothers with children under age 18 in the home, by race/Hispanic origin, 2022
- Graph 4: households with related children under 18 in the household, by Hispanic origin of householder, 2021
- Graph 5: distribution of Hispanic population, by generations, 2023
- Graph 6: distribution of US generations, by Hispanic origin, 2023
- Graph 7: households, by region and race/Hispanic origin, 2021
- Market context
- Graph 8: births, by race/Hispanic origin of mother, 2021
- Graph 9: age of mother at first birth, by race/Hispanic origin, 2020-21
- Graph 10: labor force participation rates of total moms and Hispanic moms with children under 18 years, annual averages of past 10 years, 2022
- Graph 11: women’s labor force participation rates, by race and Hispanic origin by presence of children under 18 in the household, 2022
- Graph 12: relative earnigns of women for each dollar earned by non-Hispanic White men, by race and Hispanic origin, 2019
- Graph 13: current financial situation, by Hispanic origin, gender and parent status, 2023
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Consumer Insights
- Consumer fast facts
- How Hispanic moms are managing
- Graph 14: in-person childcare at least once a week, Hispanic moms index to all moms, 2023
- Graph 15: in-person childcare at least once a week, by Hispanic moms vs all moms, 2023
- Graph 16: in-person childcare at least once a week, by age of children in household, 2023
- Graph 17: responsibility for household tasks, 2022
- Graph 18: parenting attitudes and behaviors, by Hispanic moms vs all moms, 2023
- Graph 19: parenting attitudes – feeling supported, taking care of parents and feeling overwhelmed, Hispanic moms index to all moms, 2023
- Graph 20: overwhelmed with parenting responsibilities, by first-time mom vs non first-time mom, 2023
- Graph 21: overwhelmed with parenting responsibilities, by age and age of children in household, 2023
- Desired areas of support
- Graph 22: top areas of desired support (rank 1-3), by Hispanic moms vs all moms, 2023
- Graph 23: desired support (any rank 1-3) – helping kids with school work and keeping track of family schedules, Hispanic moms index to all moms, 2023
- Graph 24: desired support (any rank 1-3) – helping kids with school work, by age of children in household, 2023
- How brands can help
- Graph 25: top products/services moms would be most willing to pay for (any rank 1-3), by Hispanic moms vs all moms, 2023
- Graph 26: top products/services moms would be most willing to pay for (any rank 1-3) – housekeeping services, by married vs not married, 2023
- Graph 27: top products/services moms would be most willing to pay for (any rank 1-3) – help managing household finances, by employment and work from home status, 2023
- Graph 28: top products/services moms would be most willing to pay for (any rank 1-3), by moms who feel they don’t have enough time to be the parent they want to be, 2023
- Mom wins
- Graph 29: mom wins (any rank 1-3), by Hispanic moms vs all moms, 2023
- Graph 30: mom wins (rank 1-3) – modeling good behavior, by language primarily spoken in the home, 2023
- How Hispanic moms would spend extra time
- Graph 31: how moms would spend extra time (any rank 1-3), by Hispanic moms vs all moms, 2023
- Graph 32: how moms would spend extra time (any rank 1-3) – self-care, by preferred language, 2023
- Graph 33: how moms would spend extra time (any rank 1-3) – more quality time with their kids, by employment and work from home status, 2023
- Graph 34: how moms would spend extra time (any rank 1-3) – quality time with just my spouse/partner, by employment status, 2023
- Beyond mom
- Graph 35: moms’ parenting attitudes – agree, by Hispanic moms vs all moms, 2023
- Graph 36: moms’ parenting attitudes – agree – can relate to moms shown in ads, by preferred, language, 2023
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Competitive Strategies
- Marketing, advertising and innovation
- Opportunities
- Graph 37: preferred language and language primarily spoken in the home, by age, 2023
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Appendix
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