The U.S. Hispanic Mom Market

Table of Contents

Chapter 1 Executive Summary

• Key market facts
• Insights on the market
• Future Trends

Chapter 2 The Market Facts:

• Population figures
• Population Forecast
• Total Births
• Birth Rates
• Births by State
• Age of giving birth
• Marital Status
• Education
• Employment facts
• Family size
• Household
• Income and spending
• Acculturation and Citizenship

Chapter 3 10 Key Things to Know about the Latina Mom

• 1. Family is first
• 2. Heritage is important
• 3. Motherhood is the 'ultimate job'
• 4. Confidence comes with being a Mom
• 5. Only the best for family and children
• 6. She wants products for the Hispanic mom
• 7. She is motivated by endorsement and giving
• 8. Her standards are high for brand relationships
• 9. She has market needs currently unmet
• 10. The next generation of Latinas will change but stay the same

Chapter 4 Experts Say:

• Cesar Cruz, Cox Communications
• Gloria Perez-Walker, Latina Mami
• Cathy Areu, Catalina Magazine
• Gillian Sandler, Todo Bebe

Chapter 5 Marketing Examples

• 1. Kraft
• 2. P&G
• 3. Catalina Magazine
• 4. Pizza Hut
• 5. Infamil

Chapter 6 Summary of qualitative research findings:

• Who she is and the Importance of Family, Culture and Heritage
• The Unique Challenges She faces
• Importance of Education and Values
• What's (not) in the Cupboard and Refrigerator
• How to Reach Her - Media, Shopping and Brands

Appendix Sources

• Market Experts
• Resources