Latinos have an especially significant impact on the market for household products. On a per-household basis, Latinos spend more than any other population segment on laundry and household cleaning supplies, and in the past decade their spending on these products grew at a rate 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. Significantly, moreover, Latino shoppers are much less likely to pick store brands when they buy household products, and leading brand lines such as Clorox have achieved considerable success among Latino consumers. This brief white paper draws from our report on The Latino Household Products Shopper.
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