• Introduction
  
  • A Note from the Author
  • About This Report
  • Research Methods
  • Report Highlights
    • Market Facts
    • Key Things To Know About Latina Moms
    • Research Insights

Part 1: The Market Profile

• The Hispanic Mom Market
  
  • Hispanic Births in United States Rise Dramatically
  • Figure 1-1: Hispanic Births, 1989-2002
  • Hispanic Parents Are Younger
  • Table 1-1: Age of Parents, Hispanic Children vs. Other Children, 2002
  • Female Hispanic Population Skews Young
  • …And Is Giving Birth More Often
  • A Closer Look at Fertility Rates
  • Table 1-2: Fertility Projections By Ethnicity/Origin for 2025
  • Table 1-3: Total Births by Ethnic/Racial Groups, 2002; Percentage by Age Group
  • Mexican-Americans Have Highest Birth Rate
  • Table 1-4: Birthrates for Hispanic Women, by Age, Country of Origin and Marital Status
  • Significant Percentage of Unmarried Mothers
  • U.S. Birth Rates, by Ethnicity/Race and by Married/Unmarried Women
  
  
• Hispanic Babies and Children
  
  • More Hispanic Babies U.S. Born
  • Table 1-6: Population Growth of U.S.-Born and Foreign-Born Hispanics, by Age Group, 1995 to 2002
  • Younger Children Predominate
  • Table 1-7: Predictions for Hispanic Babies
  • Most Hispanic Births in California
  • Table 1-8: Birth Rates by State and by Hispanic Origin
  • Hispanic Kids Larger Segment of Hispanic Population
  • Table 1-9: Under-18 Population by Selected Age Group, Hispanics vs. Other Population Groups
  
  
• Hispanic Families & Households
  
  • Family Households More Common among Latinos
  • Table 1-10: Household Type, Hispanics vs. Non-Hispanics, 2002
  • Table 1-11: Percentage of U.S. Households by Income and Ethnicity/Racial Background
  • Large Families Predominate
  • Table 1-12: Size of Family Households, Hispanics vs. Non-Hispanics, 2002
  • Numerous Siblings Common In Hispanic Families
  • Marriage and Divorce Patterns Reflect Social Values
  • Table 1-13: Attitudes Regarding the Role of the Husband in Family Matters
  
  
• Overall Hispanic Population Facts
  
  • Population by National Origin
  • Figure 1-2: U.S. Hispanic Population by National Origin
  • Acculturation Issues
  • Hispanic Population Far Younger than Average
  • Table 1-14: Population by Selected Age Group, Hispanics vs. Other Population Groups, July 2002
  • Table 1-15: Percentage of Hispanics/Non-Hispanic Whites Younger Than 18 and Older Than 65
  • Population Centers Evolving
  • Figure 1-3: Hispanic Population by Region
  • Fastest-Growing Metro Markets Lie Outside Traditional Hispanic Areas

Part 2: 9 Key Things to Know About Latina Moms

• The Latina Moms Segment Is Extremely Dynamic
• Insight 3-1: The Latina Mom Market is Dynamic
• Family is #1
• Pew Center Research Reinforces Findings
• U.S.-Born Hispanic Moms Less Likely to Stay at Home
• Insight 3-2: Family is #1
• Her Heritage Is Important to Her
• Insight 3-3: Heritage Is Key
• She Is Confident in Being a Mother
• Insight 3-4: Confidence in Motherhood
• She Has High Aspirations for Her Children
• Insight 3-5: High Aspirations for Children
• She Faces Challenges As a Latino Mom
• Insight 3-6: Challenges As A Latina Mom
• One Size Fits Some, But Not All
• Insight 3-7: Not a Homogenous Market
• She is Open to Marketing
• Latina Mami
• Take Away 3-8: Open to Marketing
• Her Influences are Varied
• Figure 3-1: Overlapping Influences Affecting Hispanic Mothers
• Insight 3-9: Varied Influences

Part 3: Qualitative Research Findings

• Summary of Key Findings

• I. Raising Children - Who She is and the Importance of Family, Culture and Heritage
  
  • Table 3-1: Mothers’ Reactions to Expressions to Describe Themselves
  • Table 3-2: Percentage of Mothers Working Outside the Home
  • Figure 3-1: Percentage of Mothers Working Outside the Home
  • Table 3-3: Personal Feelings About Working Mothers
  • Figure 3-2: Personal Feelings About Working Mothers
  • Table 3-4: Sentiments About Family and Role As Mother
  • Hispanics Are More Cautious Moms
  • Role of Heritage
  • Verbatim: Hispanic Mom’s Thoughts on Their Mothering vs. Other Moms
  • Table 3-5: Self-Identification Term
  • Figure 3-3: Self-Identification Term
  • Table 3-6: Language Spoken/Taught At Home
  • Figure 3-4: Language Spoken At Home
  
  
• II. The Hispanic Mom - The Unique Challenges She Faces
  
  • Table 3-7: Are Parenting Decisions/Choices Made Based on Ethnicity?
  • Figure 3-5: Are Parenting Decisions/Choices Made Based on Ethnicity?
  • Table 3-8: Difficulty in Raising Kids Today
  • Verbatim: Hispanic Moms’ Thoughts on Challenges
  
  
• III. Raising Children - Importance of Education and Values
  
  • Table 3-9: What Are Your Top-2 Priorities As A Mother?
  • Table 3-10: Importance of Education
  • Table 3-11: Child’s Attendance at School, Based on Type
  • Figure 3-6: Child’s Attendance at School, Based on Type
  
  
• IV. Raising Children - What’s (not) in the Cupboard and Refrigerator
  
  • Table 3-12: Products That Don’t Meet Specific Needs of Hispanic Moms
  • “Treats” Don’t Necessarily Mean Sugary Foods
  • Majority Make Baby Food
  • Verbatim: Hispanic Moms’ Thoughts on Treats for Their Kids
  • Table 3-13: Preparation/Attitudes About Baby Food
  • Figure 3-7: Do You Regularly Make Your Own Baby Food At Home (U.S. Born)?
  • Figure 3-8: Do You Regularly Make Your Own Baby Food At Home (Foreign Born)?
  
  
• V. The Hispanic Mom - How to Reach Her - Media, Shopping and Brands
  
  • Table 3-14: Important Factors When Deciding on a Brand
  • Table 3-15: Top-Mentioned Brands by Hispanic Moms
  • No Recall of Ads Targeting Hispanic Moms
  • Verbatim: Hispanic Moms’ Thoughts on Ad Retention
  • Table 3-16: What Would You Like to Say to American Companies
  • Hispanic Media Favored by Moms
  • Table 3-17: Frequency of Using Hispanic Media
  • Internet Not Yet a Source For Networking
  • Table 3-18: Use of the Internet