US Marketing to Hispanic Moms Market Report 2021
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Description
Providing the most comprehensive and up-to-date information and analysis of US Marketing to Hispanic Moms including the behaviors, preferences, and habits of the consumer.
Hispanic moms’ numbers show their importance: they are one of the core reasons the Hispanic population will stay bicultural, and their influence on mainstream American culture will keep on growing. Hispanic moms are strong and ready to do their part taking care of their children and homes. While the pandemic created some challenges, both working and stay-at-home Hispanic moms chose to look at the positives and carry the weight. As we adjust to the next normal in a post-pandemic world, Hispanic moms will continue to benefit from support and encouragement from family, friends and brands.
Read on to discover more about US Marketing to Hispanic Moms, or take a look at our other Marketing and Promotion research reports. Findings in this Report can be supplemented by analysis presented in Marketing to Moms – US – 2021; Marketing to Black Moms – US, 2021; Marketing to Hispanic Moms – US: Incl Impact of COVID-19, 2020 as well as other reports from Mintel’s Multicultural, Lifestyles, and Culture and Identity libraries.
Quickly understand
- The impact of COVID-19 on Hispanic moms’ activities.
- The level of influence of the Hispanic and American cultures in various aspects of Hispanic moms’ lives.
- How Hispanic moms approach their jobs (if they work) and staying-at-home (if they are stay-at-home moms).
- How Hispanic moms approach back-to-school shopping and which factors influence their purchase decisions when shopping for their children.
Covered in this report
Brands include: H-E-B, Walmart, AT&T.
Expert analysis from a specialist in the field
This report, written by Juan Ruiz, a leading analyst in the Hispanic Insights sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Hispanic moms love their families dearly, but having them 24/7 during the pandemic was taxing as normal activities such as entertaining younger children, helping older children with school work and managing finances became more challenging. Still, most Hispanic moms adjusted and created new habits; staying focused on the positives helped them regardless of working full-time or staying-at-home with the children. To connect with Hispanic moms, brands need to offer support and encouragement, keeping in mind that Hispanic culture is a significant component of a Hispanic mom’s identity.
Juan Ruiz
Director Hispanic Insights
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: market context
- Economic and other assumptions
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Executive Summary
- Top takeaways
- Market overview
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- Figure 1: Hispanic moms by the numbers: key stats and market share, 2020
- Are Hispanic moms different from average US moms?
- Impact of COVID-19 on Hispanic moms
- Figure 2: Short-, medium- and long-term impact of COVID-19 on Hispanic moms, 2021
- Opportunities and challenges
- Bring culture to life
- Figure 3: Cultural influence on Hispanic moms’ daily activities, 2021
- Create all-encompassing strategies
- Figure 4: Select purchase decision influencers, 2021
- Make Hispanic moms the center of back-to-school shopping
- Figure 5: Back-to-school shopping dynamics – Select statements, indexed to all US moms, 2021
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Hispanic Moms – Key Takeaways
- Three reasons Hispanic moms can’t be ignored
- Hispanic moms are more likely to feel a lack of support
- COVID-19 is very much present on Hispanic moms’ realities
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Hispanic Moms by the Numbers
- Almost four in 10 Hispanic households have a Hispanic mom
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- Figure 6: Hispanic moms by the numbers: key stats and market share, 2020
- Hispanic moms are overrepresented in latest birth data
- Figure 7: Births, by race and Hispanic origin of mother, 2018-19
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Hispanic Moms in the Bigger Picture
- There are four types of moms’ mind-sets
- Figure 8: Moms’ attitudinal segments, 2021
- Traditional gender roles put weight on Hispanic moms’ shoulders
- There are four types of moms’ mind-sets
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Market Factors
- Impact of COVID-19 on Hispanic moms
- Immediate impact (2020)
- Short term (2021)
- Recovery (2022-25)
- Hispanic household income prompts Hispanic moms to be value-oriented
- Figure 9: Median household income, by race and Hispanic origin of householder, 2019
- Figure 10: Household income distribution by race and Hispanic origin of householder, 2019
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- Figure 11: Hispanic moms’ household income, by employment status, 2021
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Marketing Opportunities and Strategies – Key Takeaways
- The “next normal” offers opportunities on multiple fronts
- Value, guidance and reassurance reach Hispanic Moms
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Marketing Opportunities
- Mintel Global Trend Drivers
- Figure 12: Mintel Global Trend Drivers
- Identity: leverage family and culture
- Value: challenge current habits
- Rights: respect, protect and support and moms will listen
- Wellbeing: make your case tangibly
- The next normal
- Mintel Global Trend Drivers
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Competitive Strategies
- Let’s make a deal: create associations with value
- Figure 13: AT&T creative, 2021
- Guiding choice: help moms choose through relevant themes
- Figure 14: H-E-B creative, 2021
- Prove it: give Hispanic moms reassurance
- Let’s make a deal: create associations with value
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The Consumer – Key Takeaways
- COVID-19 challenged Hispanic moms’ habits on various fronts
- Hispanic culture is very present in Hispanic moms’ lives
- Working Hispanic moms understand why they work
- Stay-at-home Hispanic moms see children and household as a full-time job
- The importance of brand familiarity grows over time
- Participating in back-to-school shopping is intrinsic to being a mom
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COVID-19 Impact on Moms’ Responsibilities
- Constant presence of others disrupted Hispanic moms’ routines
- Figure 15: More challenging tasks due to COVID-19, Hispanic moms vs dads, 2021
- Taking care of children became Hispanic moms’ core task
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- Figure 16: TURF analysis – Challenging tasks due to COVID-19, 2021
- Children presented different challenges depending on age
- Figure 17: Kid-related tasks more challenging due to COVID-19, by age of children, 2021
- Moms’ employment situation didn’t make things more challenging
- Figure 18: Kid-related tasks more challenging due to COVID-19, by employment status, 2021
- Language can be barrier when helping kids with school work
- Figure 19: Moms finding it challenging to help kids with school work, by language preference, 2021
- Constant presence of others disrupted Hispanic moms’ routines
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Culture’s Influence on Hispanic Moms
- Biculturalism is strong in Hispanic moms’ lives
- Hispanic moms are essential to keep Hispanic culture alive
- Cleaning the house
- Family relationships
- Parenthood
- Preparing meals
- Figure 20: Cultural influence on Hispanic moms’ daily activities, 2021
- Younger Hispanic moms are bullish about Hispanic culture
- Figure 21: Hispanic cultural influence on Hispanic moms’ daily activities, by age and language spoken at home, 2021
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Working Moms – Feelings toward Work
- Clear goals keep working Hispanic moms going
- Figure 22: Working moms’ feelings toward work, 2021
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- Figure 23: Working moms’ feelings toward work, indexed to all Hispanic moms, 2021
- Spanish-dominant Hispanic moms would welcome more support
- Figure 24: Working moms’ feelings toward work, by language spoken at home, 2021
- Household income impacts Hispanic moms’ job satisfaction
- Figure 25: Working moms’ feelings toward work, by household income, 2021
- Clear goals keep working Hispanic moms going
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Stay-at-home Moms – Feelings toward Staying at Home
- Most stay-at-home Hispanic moms see clear benefits for doing so
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- Figure 26: Stay-at-home moms’ feelings toward staying at home, 2021
- Figure 27: Stay-at-home moms’ feelings toward staying at home, indexed to all Hispanic moms, 2021
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Purchase Decision Influencers
- Value and familiarity give brands a head start
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- Figure 28: Purchase decision influencers, 2021
- The importance of brand familiarity increases with age
- Figure 29: Purchase decision influencers, by age, 2021
- Kids’ influence grows with age
- Figure 30: Purchase decision influencers, by grade level of child, 2021
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Back-to-school Shopping Dynamics
- Hispanic moms want to actively participate in back-to-school shopping
- Figure 31: Back-to-school shopping dynamics, indexed to all US moms, 2021
- Spanish-dominant Hispanic moms trust school list
- Figure 32: Walmart creative, 2021
- Figure 33: Back-to-school shopping dynamics – Select statements, by language spoken at home, 2021
- Sales events appeal to Hispanic moms regardless of household income
- Figure 34: Back-to-school shopping dynamics – Select statements, by household income, 2021
- Hispanic moms want to actively participate in back-to-school shopping
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
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Appendix – Consumer
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- Figure 35: TURF analysis – Challenging tasks due to COVID-19, 2021
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