Hispanics and Household Products - US - July 2003

CONTENTS

INTRODUCTION & ABBREVIATIONS

• INTRODUCTION
• OTHER RELEVANT REPORTS
• DEFINITION
• ABBREVIATIONS & TERMS

EXECUTIVE SUMMARY

• HISPANICS ARE NOW THE LARGEST MINORITY GROUP IN THE U.S.
• U.S. HISPANICS ARE A DIVERSE GROUP
• ACCULTURATION HAS A LARGE INFLUENCE ON PURCHASES
• SPANISH-LANGUAGE MARKETING NEEDED TO REACH HISPANICS
• LAUNDRY PRODUCTS USE AMONG ALL HISPANICS IS SIMILAR TO OVERAL  POPULATION
• SPANISH SPEAKERS LESS LIKELY TO USE LAUNDRY PRODUCTS
• DIFFERENCES IN FORMS AND TYPES OF LAUNDRY PRODUCTS
• ROOM FOR GROWTH IN SALES OF CLEANING PRODUCTS
• PUERTO RICANS MOST LIKELY TO USE CLEANING PRODUCTS
• LOWER USE OF PAPER TOWELS AND FACIAL TISSUES
• HISPANICS LESS LIKELY TO USE KITCHEN PLASTIC PRODUCTS

THE HISPANIC POPULATION

• INTRODUCTION
• GROWTH OF THE HISPANIC POPULATION
• Figure 1 U.S. population by Hispanic origin, 1990-2002
• DIVERSITY WITHIN THE HISPANIC POPULATION
• MANY HISPANICS ARE IMMIGRANTS
• DIFFERENCES IN REGIONAL HISPANIC POPULATIONS
• HISPANICS HAVE LARGER THAN AVERAGE HOUSEHOLDS
• ACCULTURATION
• SUMMARY OF DEMOGRAPHIC CHARACTERISTICS

LAUNDRY PRODUCTS

OVERVIEW OF LAUNDRY AND LAUNDRY PRODUCT USAGE

• Figure 2 Number of laundry loads washed in previous week, by Hispanic origin, 2002
• Figure 3 Number of laundry loads washed in previous week, by Hispanic origin and presence of children, 2002
• Figure 4 Use of laundry products by Hispanic origin, 2002
• Figure 5 Use of laundry products by Hispanics, by nativity, 2002
• Figure 6 Use of laundry products by Hispanics, by language spoken at home, 2002
• Figure 7 Use of laundry products by Hispanics, by heritage, 2002
• Figure 8 Use of laundry products by Hispanics, by presence of children in the household, 2002
• Figure 9 Use of laundry products by Hispanics, by age, 2002
• Figure 10 Use of laundry products by Hispanics, by household income, 2002
• Figure 11 Use of laundry products by Hispanics, by region of residence, 2002

TYPES AND FORMS OF LAUNDRY PRODUCTS USED

• Figure 12 Types and forms of laundry products used, by Hispanic origin, 2002
• Figure 13 Types and forms of laundry products used, by nativity, 2002
• Figure 14 Types and forms of laundry products used, by language spoken at home,2002
• Figure 15 Types and forms of laundry products used, by heritage, 2002
• Figure 16 Types and forms of laundry products used, by presence of children in the household, 2002
• Figure 17 Types and forms of laundry products used, by age of householder, 2002
• Figure 18 Types and forms of laundry products used, by household income, 2002
• Figure 19 Types and forms of laundry products used, by region of residence, 2002

LAUNDRY PRODUCTS SUMMARY

CLEANING PRODUCTS

OVERVIEW OF CLEANING PRODUCTS USAGE

• Figure 20 Use of household cleaning products, by Hispanic origin, 2002
• Figure 21 Use of household cleaning products by Hispanics, by nativity, 2002
• Figure 22 Use of household cleaning products by Hispanics, by language spoken at home, 2002
• Figure 23 Use of household cleaning products by Hispanics, by heritage, 2002
• Figure 24 Use of household cleaning products by Hispanics, by presence of children in the household, 2002
• Figure 25 Use of household cleaning products by Hispanics, by age, 2002
• Figure 26 Use of household cleaning products by Hispanics, by household income, 2002
• Figure 27 Use of household cleaning products by Hispanics, by region of residence, 2002

TYPES AND FORMS OF HOUSEHOLD CLEANING PRODUCTS USED

• Figure 28 Types and forms of household cleaning products used, by Hispanic origin, 2002
• Figure 29 Types and forms of cleaning products used, by nativity, 2002
• Figure 30 Types and forms of cleaning products used, by language spoken at home,2002
• Figure 31 Types and forms of cleaning products used, by heritage, 2002
• Figure 32 Types and forms of cleaning products used, by presence of children, 2002
• Figure 33 Types and forms of cleaning products used, by age of householder, 2002
• Figure 34 Types and forms of cleaning products used, by household income, 2002
• Figure 35 Types and forms of cleaning products used, by region of residence, 2002

CLEANING PRODUCTS SUMMARY

PAPER & PLASTIC PRODUCTS AND ALUMINUM FOIL

OVERVIEW OF PAPER/PLASTIC PRODUCTS AND FOIL USAGE

• Figure 36 Use of paper and plastic products and aluminum foil by Hispanic origin, 2002
• Figure 37 Use of paper and plastic products and aluminum foil by Hispanics, by nativity, 2002
• Figure 38 Use of paper and plastic products and aluminum foil by Hispanics, by language spoken at home, 2002
• Figure 39 Use of paper and plastic products and aluminum foil by Hispanics, by heritage, 2002
• Figure 40 Use of paper and plastic products and aluminum foil by Hispanics, by presence of children in the household, 2002
• Figure 41 Use of paper and plastic products and aluminum foil by Hispanics, by age, 2002
• Figure 42 Use of paper and plastic products and aluminum foil by Hispanics, by household income, 2002
• Figure 43 Use of paper and plastic products and aluminum foil by Hispanics, by region of residence, 2002

TYPES AND FORMS OF PLASTIC PRODUCTS USED

• Figure 44 Types and forms of plastic products used, by Hispanic origin, 2002
• Figure 45 Types and forms of plastic products used, by nativity, 2002
• Figure 46 Types and forms of plastic products used, by language spoken at home,2002
• Figure 47 Types and forms of plastic products used, by heritage, 2002
• Figure 48 Types and forms of plastic products used, by presence of children,2002
• Figure 49 Types and forms of plastic products used, by age of householder, 2002
• Figure 50 Types and forms of plastic products used, by household income, 2002
• Figure 51 Types and forms of plastic products used, by region of residence, 2002

PAPER AND PLASTIC PRODUCTS, ALUMINUM FOIL SUMMARY

CONCLUSIONS AND IMPLICATIONS

• REACHING A DIVERSE POPULATION
• MULTIPLE FACTORS OFTEN INFLUENCE BEHAVIOR
• DIFFERENCES BETWEEN NATIVE-BORN AND IMMIGRANTS
• SPANISH-LANGUAGE PACKAGING AND MARKETING
• FAMILIAR BRANDS

APPENDIX: RESEARCH METHODOLOGY

CONSUMER RESEARCH

• Sampling & Weighting
• Presentation & Definition
• Further Analysis

TRADE RESEARCH

• Informal trade research
• Formal trade research

DESK & INTERNET RESEARCH

SOURCES

DEFINITIONS

FORECASTS

APPENDIX: WHAT IS Mintel?

Mintel PUBLICATIONS

Mintel Services

• Product retrieval
• Retail audits
• Tailored research
• Global New Products Database

RESEARCH SUPPORT/CONSULTANCY/MIC

• The Mintel Information Centre (MiC)
• PR Research