Description

“The BPC category sees participation from virtually all Hispanic shoppers. Consumers want products that easily fit into their routines; however, economic uncertainty means that consumers will likely be taking a less-is-more approach, streamlining their routines and products usage. While engagement is high, there is a clear perception that more work can be done to become more inclusive – a call for more customizable products. Reliance on the category for self-care and wellness rituals will continue to increase as Latinos prioritize mental health. There is considerable appetite for customizable products and sustainable innovations.”

– Stefanie Kundakjian, Multicultural Consumer Insights Analyst – Hispanic Focus

This Report will look at the following areas:

  • Purchase care and beauty products purchased
  • Perception of BPC and inclusivity
  • Personal care as it relates to mental wellness
  • Purchase considerations when buying BPC products
  • Retailers where BPC products are purchased

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Opportunities and challenges
                    • Inflationary conditions put the focus on one-and-done products
                      • Figure 1: Interest in innovations related to multipurpose products and natural ingredients, 2022
                    • Overall wellness is in focus given the current uncertainty
                      • Figure 2: Interest in innovations related to wellbeing, 2022
                    • Address the inclusion gap by offering more customizable products
                      • Figure 3: Attitudes towards inclusion and representation in the BPC sector (agree), 2022
                    • One-and-done shopping avenues have strong appeal
                      • Figure 4: BPC purchase locations, 2022
                    • Key consumer insights
                      • Ingredients are a proxy for quality, another key area of consideration
                        • Cater to women to reach everyone
                          • Representing older consumers will generate gains across generations
                          • Hispanics by the Numbers

                              • A young and growing population
                                • Figure 5: US population, by race and Hispanic origin, 2016-26
                                • Figure 6: Hispanic share of US population, by age, 2021
                              • Significant buying power despite lower incomes
                                • Figure 7: Median household income, by race and Hispanic origin of householder, 2020
                            • Market Factors

                              • Beauty and personal care market overview
                                • Figure 8: Total US sales and fan chart forecast of beauty and personal care, at current prices, 2017-2027
                              • Inflationary conditions will likely alter Hispanics’ shopping habits
                                • Figure 9: Consumer Sentiment Index, 2007-22
                                • Figure 10: Financial outlook, 2022
                              • Hispanics are highly engaged and looking for more representation
                                • Figure 11: Attitudes towards inclusion in the BPC industry (agree), 2022
                            • Current Opportunities and Strategies

                                • Meeting consumer needs through the lens of the Wellbeing Trend Driver
                                    • Figure 12: Headspace Instagram post, 2022
                                    • Figure 13: Headspace Instagram post, 2020
                                    • Figure 14: Headspace Instagram post, 2021
                                  • Meeting consumer needs through the lens of the Value Trend Driver
                                    • Budget is playing a stronger role in purchase decisions for women
                                      • Figure 15: CVS Instagram post, 2022
                                    • Meeting consumer needs through the lens of the Surroundings Trend Driver
                                      • Stand out from the rest by seizing the opportunity for added value with refills and novel formats
                                        • Figure 16: Interest in innovations related to packaging, 2022
                                        • Figure 17: Eco & The Flamingo Instagram post, 2022
                                    • The Hispanic BPC Consumer: Fast Facts

                                      • Personal Care and Beauty Product Purchases

                                        • Personal care and beauty products have universal reach, but hygiene tops
                                          • Figure 18: Personal care products purchased in the past 12 months, 2022
                                        • Maintain high personal care and beauty purchasing by coupling hygiene with the broader benefits of self-care
                                          • Figure 19: Victoria’s Secret Pink Instagram post, 2022
                                        • Focusing on fragrance as related to self-care will draw the attention of Hispanic Men
                                          • Figure 20: Fine fragrance, men 35-54 vs overall, 2022
                                        • Cater to women to reach everyone
                                          • Figure 21: Personal care products purchased in the past 12 months, women vs men, 2022
                                        • Representing older consumers will yield gains
                                          • Figure 22: Personal care and beauty products purchased in the past 12 months, women 55+ vs overall, 2022
                                        • Age inclusive marketing will draw the attention of BPC shoppers of all ages – not just those who are mature
                                          • Figure 23: Glossier Instagram post, 2021
                                      • Personal Care and Inclusivity

                                        • Consumers see changes, yet continue to feel that brands and products for people of color are lacking
                                          • Figure 24: Attitudes towards inclusion and representation in the BPC sector (agree), 2022
                                        • Speaking directly to Hispanics will set your product apart in a highly saturated market
                                          • Figure 25: Personal care products purchased in the past 12 months – sunscreen/sun protection, all vs women vs men 2022
                                          • Figure 26: Cay Skin Instagram post, 2022
                                        • Address gaps in the BPC industry by offering customizable products
                                          • Figure 27: Interest in innovations related to customization and personalization, 2022
                                        • Interest (and likely ability) to pay for customization skews higher for men
                                          • Figure 28: Interest in innovations related to customization and personalization, by gender, 2022
                                      • Personal Care and Mental Health

                                        • Relaxation is a key element of personal care
                                          • Figure 29: Attitudes towards personal care and mental health (agree), 2022
                                        • Align with personal care routines by uplifting relaxation
                                          • Figure 30: “I use my personal care routine to help me relax” (agree), by age and gender, 2022
                                        • Gain men’s attention by coupling self-care with other interest areas
                                          • Figure 31: Wine Beauty Secret Instagram post, 2022
                                        • Products that address wellness from multiple angles will appeal
                                          • Figure 32: Interest in innovations related to wellbeing, 2022
                                          • Figure 33: Ferver Skincare Instagram post, 2022
                                          • Figure 34: Skintimate Mindful Shower: Up the Energy, 2020
                                          • Figure 35: Colgate Instagram post, 2021
                                      • Personal Care and Beauty Purchase Considerations

                                        • Consumers seek ease, natural ingredients, and familiarity
                                          • Figure 36: Personal care product purchase factors, 2022
                                        • Value is a multifaceted concept – convenience and quality are top considerations
                                          • Convenience is a major consideration: one and done will find success with Hispanics
                                            • Figure 37: Interest in innovations related to sustainable packaging, 2022
                                          • Ingredients are a proxy for quality, another key area of consideration
                                            • Figure 38: Ethique Tip-to-Toe Solid Shampoo & Shaving Bar (UK), 2022
                                        • BPC Purchase Locations

                                          • Shopping for BPC products means leaning into convenience and affordability
                                            • Figure 39: BPC purchase locations, 2022
                                          • Despite Amazon’s popularity, brick-and-mortar stores remain important for Hispanic mothers
                                            • Figure 40: BPC purchase locations – Amazon and mass merchandisers, mothers with under-18s at home vs overall, 2022
                                          • Leaning into loyalty programs and omnichannel offerings will win over moms
                                            • Enhancing experiences will appeal to Gen-Zs
                                              • Figure 41: BPC purchase locations, Gen Z vs overall, 2022
                                          • Appendix – Data Sources and Abbreviations

                                            • Data sources
                                              • Consumer survey data
                                                • Abbreviations and terms

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