Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Consumer survey data
- Executive Summary
- Demographic composition of the Hispanic market
- Acculturation
- Hispanic mothers: demographics and language preferences
- Hispanic moms' attitudes towards children, shopping, advertising and self
- Children' s personal care
- Food, cooking, health and sustainability attitudes
- Baby food and formula usage
- Spanish-language advertisements and media
- Demographic Composition of the Hispanic Market
- Key points
- The Hispanic segment is growing quickly as the U.S. becomes increasingly
more diverse
- Figure 1: Population, by race and Hispanic origin, 2003-13
- Hispanic households have more children under 18
- Figure 2: Households, by presence of children and Hispanic origin, 2006
- High proportion of Hispanics under 14
- Figure 3: Hispanic population, by age, 2003-13
- Hispanics live in larger households
- Figure 4: Average household size, by Hispanic origin/race of
householder, 2001 and 2006
- Figure 5: Households, by number of persons in the household--Hispanics
vs. non-Hispanics, 2006
- Figure 6: Hispanic households, by type, 2006
- Heritage and location within the U.S.
- Figure 7: Hispanic population, by region and by country of
origin/heritage, 2006
- Over 7 in 10 Hispanics live in 5 states
- Figure 8: Hispanic population in top five states, by region/country of
origin, 2006
- The 10 largest Hispanic metros are made up of populations with different
heritages
- Figure 9: Metropolitan areas with the largest number of Hispanic
residents, by country of origin, 2006
- Income levels vs. total disposable income within some states
- Figure 10: Median household income, by race and Hispanic origin of
householder, 2006
- Figure 11: Largest Hispanic markets, by Hispanic disposable income, 2005
- States with the fastest growth of Hispanic populations
- Figure 12: Hispanic population, greatest percentage increase, by state,
2000 and 2006
- Figure 13: Percentage change in Hispanic buying power, by state,
1990-2007
- Acculturation
- Key points
- What is acculturation?
- Why is level of acculturation important?
- Key drivers of acculturation
- Levels of acculturation impact the consumer mindset
- Un-acculturated
- Bicultural
- Acculturated
- What is retro-acculturation?
- Most Hispanics prefer to speak Spanish when at home
- Figure 14: Hispanics, language spoken in the home, 2002 and 2007
- Most Hispanics were born in the U.S.
- Figure 15: Native-born/foreign-born Hispanics, 2000 and 2006
- Hispanic Mothers: Demographics and Language Preferences
- Key points
- Important segment to manufacturers of children' s products
- Figure 16: Fertility rate, by race & Hispanic origin of mother, 1996-2006
- Age of moms
- Figure 17: Age comparison of Hispanic and non-Hispanic mothers, by age,
2007
- Household composition
- Figure 18: Household size, by Hispanic and non-Hispanic mothers,
February 2006-March 2007
- Education
- Figure 19: Formal education comparison of Hispanic and non-Hispanic
mothers, February 2006-March 2007
- Employment
- Figure 20: Employment comparison of Hispanic and non-Hispanic mothers,
February 2006-March 2007
- Income
- Figure 21: Income comparison of Hispanic and non-Hispanic mothers,
February 2006-March 2007
- Hispanic moms' language preferences
- Figure 22: Language preferred when watching TV, by all Hispanics and
Hispanic moms, February 2006-March 2007
- Figure 23: Language preferred when reading, by all Hispanics and
Hispanic mothers, February 2006-March 2007
- Hispanic Moms' Attitudes towards Children, Shopping, Advertising and Self
- Key points
- Hispanic mother' s top concerns
- Figure 24: Factors Hispanic mothers worry about when caring for
children, by English- or Spanish-speaking, August 2008
- Hispanic moms' attitudes towards their children
- Figure 25: Attitudes towards kids, by Hispanic vs non-Hispanic mothers,
January-November 2007
- Shopping preferences
- Figure 26: Hispanic mothers' attitudes towards kids, by language
preferred when reading, January-November 2007
- Hispanic mothers' shopping patterns
- Figure 27: Lifestyle attitudes, by Hispanic vs non-Hispanic mothers,
January-November 2007
- Figure 28: Lifestyle attitudes of Hispanic mothers, by language
preferred when reading, January-November 2007
- Reaching moms with coupons and advertising
- Figure 29: Attitudes towards marketing, by Hispanic vs. Non-Hispanic
mothers, January-November 2007
- Figure 30: Hispanic mothers' attitudes towards marketing, by language
preferred when reading, January-November 2007
- Attitudes towards TV ads and the Internet
- Figure 31: Effect of advertising on Hispanics, by language,
January-November 2007
- Figure 32: Purchasing drivers among Hispanic mothers, by English or
Spanish speakers, August 2008
- Hispanic and non-Hispanic mothers view themselves somewhat differently
- Figure 33: Psychographics, by Hispanic vs Non-Hispanic mothers,
January-November 2007
- Figure 34: Hispanic mothers' psychographics, by language preferred when
watching TV, January-November 2007
- Spanish-speaking Moms tend to spend more time with their kids
- Figure 35: Hispanic mothers' frequency of activities without children
present, by English- or Spanish-speaking, August 2008
- Children' s Personal Care
- Key points
- Hispanic vs. non-Hispanic moms' approach to baby cleanliness
- Figure 36: Wipe, bathing and lotion usage, by Hispanic vs non-Hispanic
mothers, January-November 2007
- Diapers
- Figure 37: Number of disposable diaper or training pants used on an
average day in the last 6 months, by Hispanic vs. Non-Hispanic mothers,
January-November 2007
- Figure 38: Type of disposable diaper or training pants used, by Hispanic
vs non-Hispanic mothers, January-November 2007
- Figure 39: Disposable diaper or training pants brand usage, by Hispanic
vs non-Hispanic mothers, January-November 2007
- Looking for Huggies: A case study in marketing baby care products
- Wipes
- Figure 40: Average number of pre-moistened wipe/clothes used by HH in
last 7 days, Hispanic vs non-Hispanic mothers, January-November 2007
- Figure 41: Pre-moist wipes/cloth brand usage, by Hispanic vs
non-Hispanic mothers, January-November 2007
- Oils and lotions
- Figure 42: Who uses baby oil and baby lotion, by Hispanic vs
non-Hispanic mothers, January 07 - November 07
- Figure 43: Number of times baby oil was used in the last 7 days, by
Hispanic vs non-Hispanic mothers, January-November 2007
- Figure 44: Number of times baby lotion was used in the last 7 days, by
Hispanic vs non-Hispanic mothers, January-November 2007
- Figure 45: Baby oil and lotion brand usage, by Hispanic vs non-Hispanic
mothers, January-November 2007
- Food, Cooking, Health and Sustainability Attitudes
- Key points
- Hispanic mothers have unique eating preferences
- Figure 46: Lifestyle attitudes, by Hispanic vs. Non-Hispanic mothers,
January-November 2007
- Figure 47: Hispanic mothers' lifestyle attitudes, by language preferred
when reading, January-November 2007
- Health and wellness trends
- Figure 48: Attitudes towards sustainability and health, by Hispanic vs.
Non-Hispanic mothers, January-November 2007
- Figure 49: Hispanic mothers' attitudes towards health and
sustainability, by language preferred when reading, January-November 2007
- Baby Food and Formula Usage
- Key points
- Baby formula
- Figure 50: Liquid/powdered baby formula usage by Hispanic vs
non-Hispanic mothers with children aged three or under, January-November 2007
- Baby food
- Figure 51: Usage of baby foods, baby cereals and/or juice usage, by
Hispanic vs. Non-Hispanic mothers with children aged three or under,
January-November 2007
- Natural and organic products
- Crossing the Cultural Divide: An Analysis of Spanish Language
Advertisements and Media
- Factors to consider when developing a strategy to target Hispanic moms
- Spanish-language sites for moms
- Leveraging the importance of nutrition to Spanish-speaking moms
- Iconography and messaging with broad appeal
- Huggies in print and on TV
- Figure 57: Huggies Natural Fit television ad, 2008
- Appendix: Other Useful Consumer Tables
- Figure 58: Hispanic mothers' attitudes towards lifestyles, by language
preferred when watching TV, January-November 2007
- Figure 59: Hispanic mothers' attitudes towards kids, by language
preferred when watching TV, January-November 2007
- Figure 60: Hispanic mothers' attitudes towards kids, by nativity,
January-November 2007
- Figure 61: Hispanic mothers' psychographics, by language preferred when
reading, January-November 2007
- Figure 62: Hispanic mothers' attitudes towards sustainability and
health, by nativity, January-November 2007
- Figure 63: Hispanic mothers' attitudes towards marketing, by language
spoken at home, January-November 2007
- Figure 64: Hispanic mothers' psychographics, by language spoken at home,
January-November 2007
- Figure 65: Hispanic mothers' attitudes towards shopping, by language
spoken at home, January-November 2007
- Figure 66: Hispanic mothers' attitudes towards cooking and eating, by
language spoken at home, January-November 2007
- Figure 67: Hispanic mothers' attitudes towards sustainability and
health, by language spoken at home, January-November 2007
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