Latino consumers have an outsized impact on the market for health and beauty care (HBC) products in the United States.  Over the past decade, spending by Latino consumers on personal care products grew more than 40%, nearly three times faster than among non-Latino consumers.  By 2015 Latinos will make up 20% of 18- to 49-year-olds, an age group that is critically important to HBC marketers.  The approach of Hispanic shoppers to selecting and using HBC products is based on enduring cultural factors, and these factors apply to both genders.  One of the most distinctive features of the Hispanic consumer market is that it includes a substantial segment of high-volume users of HBC products.  This brief white paper draws from our report on The Latino Health and Beauty Care Shopper. 

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