The Latino Household Products Shopper

Sep 1, 2011
128 Pages - Pub ID: LA6497882
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With a population of 51 million that accounted for more than half of the growth of the American population in the past decade, Latinos continue to expand their influence in the American consumer market. Packaged Facts The Latino Household Products Shopper shows how Latinos have an especially significant impact on the market for household products. Latino households spend more than any other population segment on laundry and household cleaning supplies. In the past decade their spending on these products grew at a rate that was nearly three times faster than that of other households. On average, Latino households are 40% larger than other households, and they are much more likely to use high volumes of a broad range of household products.

Experian Simmons National Consumer Study (NCS) data analyzed in The Latino Household Products Shopper demonstrate that Latino shoppers are a prime audience for marketers of household products. For example, they are less likely to select store brands and more likely to buy national brands for most categories of household products. Yet, Latino shoppers are highly discriminating in their purchasing decisions. The data also reveal that some national brands resonate exceptionally well while others underperform in Latino households.

The report opens with a presentation of topline findings, including an overview of which national household products brands perform best in Latino households. The next chapter analyzes current spending by Latino households on household products and projects total spending by Latinos on household products through 2016. The report continues with individual chapters on usage in Latino households of floor cleaning products, general household cleaning products, kitchen and bathroom cleaning products, laundry and dishwashing products, kitchen products and paper products. Each chapter analyzes the volume and type of products used by Latino households and assesses the comparative success of major national brands among Latino shoppers.

The Latino Household Products Shopper analyzes the usage within Latino households of 32 household products tracked by Experian Simmons NCS. These include floor cleaning products (disposable wipes, rug cleaners/shampoos, carpet deodorizers/fresheners and floor wax or polish); general household cleaning products (household cleaners, window/glass cleaners and air freshener sprays/room deodorants as well as light bulbs); kitchen and bathroom cleaning products (abrasive cleaners, scouring pads/sponges, drain cleaners, oven cleaners, metal polishers/cleaners and toilet cleaners); laundry and dishwashing products (boosters/pre-soaks/pre-cleaners, laundry soaps/detergents, fabric softeners, bleach, spray starch, automatic dishwasher detergent and dishwashing liquid); kitchen products (aluminum foil, plastic wrap, plastic freezer/sandwich bags, disposable food containers and plastic garbage bags/trash liners); and paper products (picnic products—including disposable cups and plates and charcoal—paper napkins, paper towels, facial tissues and toilet paper).

The principal source of primary research data used in the report is the Fall 2010 Experian Simmons NCS, which was fielded between October 2009 and December 2010. The report also includes data from Packaged Facts March 2011 Food Shopper Insights (FSI) Survey, an online survey of 2,000 U.S. adults who had shopped for groceries within 24 hours of being surveyed. U.S. Government sources include the 2010 Census and 2009 American Community Survey of the Census Bureau and data from the Consumer Expenditure Survey of the Bureau of Labor Statistics (BLS).

Chapter 1 Executive Summary
Introduction
Background
Overview of the Report
Scope and Methodology
Scope of the Report
Methodology
The Latino Household Products Shopper: The Topline
Latinos Fit Profile of Big Spenders on Household Products in Grocery Stores
Purchase of Household Products More Likely to Be a Joint Decision in Latino Households
National Brands of Household Products More Popular with Latino Shoppers
Many National Brands Resonate Exceptionally Well with Latino Shoppers, Others Underperform
Latino Households Offer Growth Opportunities for Household Products Marketers
Latino Households More Likely to Use High Volumes of Household Products
Market Trends
Latinos Spend the Most on Laundry and Cleaning Supplies
Spending by Latinos on Laundry and Cleaning Supplies Shows Exceptional Growth over Long Term
Spending by Latino Consumer Units on Household Products Projected to Reach $9.5 Billion in 2016
Use of Floor Cleaning Products by Latino Households
Disposable Wipes Popular in Latino Households
Rug Cleaners and Shampoos Used Less
Latinos More Likely to Choose Glade Carpet Deodorizers
Floor Wax Gets Less Use in Latino Households
Use of General Household Cleaning Products by Latino Households
Heavy Use of Household Cleaners More Common
Fabuloso Brand Earns Latino Loyalty
Clean Windows Important in Latino Households
Air Fresheners Get High Priority
Glade and Fabreze Room Deodorants Perform Well in Latino Households
Many Latino Households Make Frequent Use of Furniture Polish
Halogen Bulbs More Popular in Latino Households
Philips Succeeds, G.E. Underperforms When Latinos Buy Light Bulbs
Use of Kitchen and Bathroom Cleaning Products by Latino Households
Abrasive Cleaners Popular
Ajax Wins in Latino Households
Scouring Pads Get Heavier Use
Scotch Brite Prevails
Drain Cleaners Used Less in Latino Households
Oven Cleaners More Common
Latino Households Less Likely to Use Metal Polishers
Large Households Mean Greater Use of Toilet Bowl Cleaning Products
Use of Laundry and Dishwashing Products by Latino Households
Latinos Choose Liquid over Spray Pre-Cleaners
Latinos Less Likely to Use Liquid Laundry Detergent
Brand Choices Vary
Use of Fabric Softeners Differs
Suavitel Outpaces Other Fabric Softener Brands
Bleach Used More in Latino Households
Spray Starch Use Average
Latino Households Less Likely to Own Dishwashers and Use Automatic Dishwasher Detergent
Frequent Dishwashing by Hand Much More Common
Kitchen Products in Latino Households
Diamond Aluminum Foil Does Well in Latino Households
Latinos Less Likely to Use Plastic Wrap
Many Latino Households Use Large Numbers of Freezer and Sandwich Bags
Disposable Food Containers Used More Often
Latino Households More Likely to Replace Plastic Garbage Bags Nearly Every Day
Use of Paper Products in Latino Households
Picnic Products Popular in Latino Households
Latinos Most Likely to Pick Store Brand Disposable Cups and Plates
Latinos Major Force in Market for Paper Napkins
Bounty Leads Other National Paper Napkin Brands
Plain White Paper Towels Appeal to Latinos
Bounty Paper Towels Appeal the Most to Latinos
Latinos Prefer Scented Facial Tissues
Large Families Mean More Toilet Paper
Scott Tissue Has Above-Average Share of Latino Market


Chapter 2 The Latino Household Products Shopper: The Topline
Highlights of Latino Household Products Shopper Behavior
Latinos Fit Profile of Big Spenders on Household Products in Grocery Stores
Table 2-1: Average Weekly Expenditures on Groceries by Latino Households
Purchase of Household Products More Likely to Be a Joint Decision in Latino Households
Table 2-2: Household Products Purchasing Decisions in Latino Households
National Brands of Household Products More Popular with Latino Shoppers
Table 2-3: Relative Popularity of Store Brands among Latino Household Product Shoppers
Many National Brands Resonate Exceptionally Well with Latino Shoppers, Others Underperform
Table 2-4: Popularity of Selected National Brands of Household Products among Latino Households
Market Opportunities
Latino Households Offer Growth Opportunities for Household Products Marketers
Table 2-5: Summary of Opportunities for Marketing Household Products to Latino Households
Latino Households More Likely to Use High Volumes of Household Products
Table 2-6: Household Products with High-Volume Usage in Latino Households


Chapter 3 Market Trends
Demographic Trends Affecting the Market
Household Structure Key Demographic Driver in Latino Household Products Market
Table 3-1: Household Composition, Latino vs. Non-Latino Households
Figure 3-1: Average Household Size, Latino vs. Non-Latino Households
Figure 3-2: Average Family Size, Latino vs. Non-Latino Households
Major Differences across National Groups within Latino Population
Table 3-2: Average Household and Family Size of Latino Households by Major National Subgroup
Trends in Latino Spending on Household Products
Consumer Expenditures on Household Products Defined
Latinos Spend the Most on Laundry and Cleaning Supplies
Table 3-3: Expenditures on Laundry and Cleaning Supplies and Other Household Products as Percentage of Total Annual Consumer Expenditures, Latino vs. Other Consumer Units
Figure 3-3: Annual Expenditures for Laundry and Cleaning Supplies, Latino vs. Other Consumer Units
Figure 3-4: Annual Expenditures for Other Household Products, Latino vs. Other Consumer Units
Spending by Latinos on Laundry and Cleaning Supplies Shows Exceptional Growth over Long Term
Table 3-4: Aggregate Annual Expenditures on Laundry and Cleaning Supplies and Other Household Products by Latino Consumer Units, 2000-2009
Figure 3-5: Cumulative Growth in Aggregate Annual Expenditures for Laundry and Cleaning Supplies by Latino and Other Consumer Units, 2000-2009
Projected Market Growth
Growth in Latino Population to Continue Despite Slowdown in Immigration
Figure 3-6: Projected Growth in Latino Population, 2015-2050
Spending by Latino Consumer Units on Household Products Projected to Reach $9.5 Billion in 2016
Table 3-5: Projected Aggregate Annual Expenditures on Laundry and Cleaning Supplies and Other Household Products by Latino Consumer Units, 2011-2016


Chapter 4 Use of Floor Cleaning Products by Latino Households
Disposable Wipes Popular in Latino Households
Table 4-1: Use of Household Cleaning Disposable Wipes/Floor Cleaners by Latino Households
Clorox Leads in Disposable Wipes Category
Table 4-2: Brands of Household Cleaning Disposable Wipes/Floor Cleaners Used Most by Latino Households
Figure 4-1: Percent of Households Using Leading Brands of Household Cleaning Disposable Wipes/Floor Cleaners, Latino vs. All Households
Rug Cleaners and Shampoos Get Less Use
Table 4-3: Use of Rug Cleaners/Shampoos by Latino Households
Table 4-4: Brands of Rug Cleaners/Shampoos Used Most by Latino Households
Latinos More Likely to Choose Glade Carpet Deodorizers
Figure 4-2: Percent of Households Using Leading Brands of Fabric/Carpet Deodorizers/Fresheners, Latino vs. All Households
Table 4-5: Use of Fabric/Carpet Deodorizers/Fresheners by Latino Households
Floor Wax Gets Less Use in Latino Households
Table 4-6: Use of Floor Wax or Polish by Latino Households
Table 4-7: Brands of Floor Wax or Polish Used Most by Latino Households


Chapter 5 Use of General Household Cleaning Products by Latino Households
Heavy Use of Household Cleaners More Common
Table 5-1: Use of Household Cleaners by Latino Households
Fabuloso Brand Earns Latino Loyalty
Figure 5-1: Percent of Households Using Leading Brands of Household Cleaners, Latino vs. All Households
Table 5-2: Brands of Household Cleaners Used Most by Latino Households
Clean Windows Important in Latino Households
Table 5-3: Use of Window/Glass Cleaners by Latino Households
Table 5-4: Brands of Window/Glass Cleaners Used Most by Latino Households
Air Fresheners Get High Priority
Table 5-5: Use of Air Freshener Sprays/Room Deodorants by Latino Households
Glade and Fabreze Room Deodorants Perform Well in Latino Households
Glade and Fabreze Room Deodorants Perform Well in Latino Households
Table 5-6: Brands of Air Freshener Sprays/Room Deodorants Used Most by Latino Households
Many Latino Households Make Frequent Use of Furniture Polish
Table 5-7: Use of Furniture Polish by Latino Households
Table 5-8: Brands of Furniture Polish Used Most by Latino Households
Halogen Bulbs More Popular in Latino Households
Table 5-9: Use of Light Bulbs by Latino Households
Philips Succeeds, G.E. Underperforms When Latinos Buy Light Bulbs
Table 5-10: Brands of Light Bulbs Used Most by Latino Households
Figure 5-2: Percent of Households Using Leading Brands of Light Bulbs,
Latino vs. All Households


Chapter 6 Use of Kitchen and Bathroom Cleaning Products by Latino Households
Abrasive Cleaners Popular
Table 6-1: Use of Abrasive Cleaners by Latino Households
Ajax Wins in Latino Households
Table 6-2: Brands of Abrasive Cleaners by Latino Households
Figure 6-1: Percent of Households Using Leading Brands of Abrasive Cleaners,
Latino vs. All Households
Scouring Pads Get Heavier Use
Table 6-3: Use of Scouring Pads/Sponges by Latino Households
Scotch Brite Prevails
Figure 6-2: Percent of Households Using Leading Brands of Scouring Pads/Sponges, Latino vs. All Households
Table 6-4: Brands of Scouring Pads/Sponges Used Most by Latino Households
Drain Cleaners Used Less in Latino Households
Table 6-5: Use of Drain Cleaners by Latino Households
Oven Cleaners More Common
Table 6-6: Use of Oven Cleaners by Latino Households
Latino Households Less Likely to Use Metal Polishers
Table 6-7: Use of Metal Polishers/Cleaners by Latino Households
Large Households Mean Greater Use of Toilet Bowl Cleaning Products
Table 6-8: Use of In-Bowl and In-Tank Toilet Cleaners by Latino Households
Clorox Most Popular Brand of Toilet Cleaner in Latino Households
Table 6-9: Brands of In-Bowl Cleaners Used Most by Latino Households
Table 6-10: Brands of In-Tank Toilet Cleaners Used Most by Latino Households


Chapter 7 Use of Laundry and Dishwashing Products by Latino Households
Laundry Products
Latinos Choose Liquid over Spray Pre-Cleaners
Table 7-1: Use of Boosters/Pre-Soaks/Pre-Cleaners by Latino Households
Latinos Less Likely to Use Liquid Laundry Detergent
Table 7-2: Use of Laundry Soaps/Detergents by Latino Households
Brand Choices Vary
Table 7-3: Brands of Laundry Soaps/Detergents Used Most by Latino Households
Figure 7-1: Percent of Households Using Leading Brands of Laundry Detergents/Soaps, Latino vs. All Households
Use of Fabric Softeners Differs
Table 7-4: Use of Fabric Softeners by Latino Households
Suavitel Outpaces Other Fabric Softener Brands
Table 7-5: Brands of Fabric Softeners Used Most by Latino Households
Figure 7-2: Percent of Households Using Leading Brands of Fabric Softeners, Latino vs. All Households
Bleach Used More in Latino Households
Table 7-6: Use of Bleach by Latino Households
Spray Starch Use Average
Table 7-7: Use of Spray Starch by Latino Households
Dishwashing Products
Latino Households Less Likely to Own Dishwashers and Use Automatic Dishwasher Detergent
Figure 7-3: Ownership of Automatic Dishwashers, Latino vs. All Households
Table 7-8: Use of Automatic Dishwasher Detergent and Rinse by Latino Households
Frequent Dishwashing by Hand Much More Common
Table 7-9: Use of Dishwashing Liquid (Not Automatic Dishwasher) by Latino Households
Palmolive Dishwashing Liquid Succeeds among Latinos
Table 7-10: Brands of Dishwashing Liquid (Not Automatic Dishwasher) Used Most by Latino Households


Chapter 8 Kitchen Products in Latino Households
Diamond Aluminum Foil Does Well in Latino Households
Table 8-1: Use of Aluminum Foil by Latino Households
Latinos Less Likely to Use Plastic Wrap
Table 8-2: Use of Plastic-Type Kitchen Wrap by Latino Households
Saran Plastic Wrap Brand Performs Poorly in Latino Households
Table 8-3: Brands of Plastic-Type Kitchen Wrap Used Most by Latino Households
Figure 8-1: Percent of Households Using Leading Brands of Plastic-Type Kitchen Wrap, Latino vs. All Households
Many Latino Households Use Large Numbers of Freezer and Sandwich Bags
Table 8-4: Use of Plastic Freezer/Sandwich Bags by Latino Households
Ziploc Brand Holds Own in Latino Market
Figure 8-2: Percent of Households Using Leading Brands of Plastic Freezer/Sandwich Bags, Latino vs. All Households
Table 8-5: Brands of Plastic Freezer/Sandwich Bags Used Most by Latino Households
Disposable Food Containers Used More Often
Table 8-6: Use of Disposable Food Containers by Latino Households
Latino Households More Likely to Replace Plastic Garbage Bags Nearly Every Day
Table 8-7: Use of Plastic Garbage Bags/Trash Can Liners by Latino Households
Glad Brand of Plastic Garbage Bags Wins in Latino Households
Table 8-8: Brands of Plastic Garbage Bags/Trash Can Liners Used Most by Latino Households


Chapter 9 Use of Paper Products in Latino Households
Picnic Products Popular in Latino Households
Figure 9-1: Use of Picnic Products, Latino vs. All Households
Latinos Most Likely to Pick Store Brand Disposable Cups and Plates
Table 9-1: Use of Disposable Cups and Plates by Latino Households
Latinos Major Force in Market for Paper Napkins
Table 9-2: Use of Paper Napkins by Latino Households
Bounty Leads Other National Paper Napkin Brands
Table 9-3: Brands of Paper Napkins Used Most by Latino Households
Figure 9-2: Percent of Households Using Leading Brands of Paper Napkins,
Latino vs. All Households
Plain White Paper Towels Appeal to Latinos
Table 9-4: Use of Paper Towels by Latino Households
Bounty Paper Towels Appeal the Most to Latinos
Table 9-5: Brands of Paper Towels Used Most by Latino Households
Latinos Prefer Scented Facial Tissues
Table 9-6: Use of Facial Tissues by Latino Households
Largest Brands of Facial Tissues Underperform in Latino Market
Table 9-7: Brands of Facial Tissues Used Most by Latino Households
Large Families Mean More Toilet Paper
Table 9-8: Use of Toilet Paper by Latino Households
Scott Tissue Has Above-Average Share of Latino Market
Table 9-9: Brands of Toilet Paper Used Most by Latino Households


Appendix: Addresses of Selected U.S. Latino Market Resources

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