US Hispanics and Personal Care Market Report 2022
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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
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
- Market context
- What you need to know
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Executive Summary
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- 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
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Hispanics by the Numbers
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- 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
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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
- Beauty and personal care market overview
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Current Opportunities and Strategies
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- Meeting consumer needs through the lens of the Wellbeing Trend Driver
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- Figure 12: Headspace Instagram post, 2022
- Figure 13: Headspace Instagram post, 2020
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- 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
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- Figure 17: Eco & The Flamingo Instagram post, 2022
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The Hispanic BPC Consumer: Fast Facts
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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 beauty products have universal reach, but hygiene tops
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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
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- 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
- Consumers see changes, yet continue to feel that brands and products for people of color are lacking
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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
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- Figure 33: Ferver Skincare Instagram post, 2022
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- Figure 34: Skintimate Mindful Shower: Up the Energy, 2020
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- Figure 35: Colgate Instagram post, 2021
- Relaxation is a key element of personal care
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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
- Consumers seek ease, natural ingredients, and familiarity
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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
- Shopping for BPC products means leaning into convenience and affordability
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Abbreviations and terms
- Data sources
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