The U.S. Hispanic Mom Market

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Published Jun 1, 2004 | 74 Pages | Pub ID: LA957550

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Hispanic women lead the Mom Market in many ways … growth, birth rates, family size and more. As leaders they are an important segment for marketers to understand. Drawing from proprietary qualitative research this report looks at Latina Moms in the U.S. today and her thoughts on motherhood, the challenges she faces, how to reach her, the impact of acculturation on her decisions as a Mom and what motivates her as a consumer.

Brought to you by the publishers of the groundbreaking report,The U.S. Mom Market, this study, a collaborative effort between Packaged Facts and Silver Stork Research, offers a unique look at the Hispanic mothers of today. Through the analysis the report evaluates Hispanic mom motivators and cultural tendencies and confirms and expands on current knowledge about Hispanic moms and motherhood. Using extensive primary, proprietary research, The U.S. Hispanic Mom Market addresses:

  • Hispanic moms’ values;
  • Beliefs about motherhood;
  • What types of marketing initiatives reach her;
  • How she chooses brands for her family; and
  • What’s important to her in raising her children.

Report Methodology
The U.S. Hispanic Mom Market report was developed from extensive primary and secondary research. Primary research included telephone interviews (in English and Spanish) with moms identifying themselves as Hispanic and having at least one child under 10 years old. A cross section of respondents based on degree of acculturation (country of birth, years in the U.S.) was questioned in the research. In addition, interviews were conducted with experts on the Latina populations, mothers and Latina mothers. Secondary research for this report included data-gathering from relevant trade, business and government sources, including company literature.

About Silver Stork Research Silver Stork Research is a Mom-focused research company, dedicated to helping clients understand the Mothers of today and tomorrow. We utilize innovative market research techniques to gather actionable insights that enable clients to increase brand relevance, drive market share, and create tangible sales results.

Silver Stork offers client’s multiple opportunities to keep abreast of Mom consumer market via traditional research services, custom branded techniques, access to our national panel of 1000+ moms, and market intelligence via various Silver Stork intellectual properties.

What you’ll get in this report
The U.S. Hispanic Mom Market is a pioneering look into the minds of Hispanic mothers. With this report you will catapult yourself forward to winning with this significant segment in the future. Specifically you will understand the unique consumer and behavioral tendencies of Hispanic moms and the appropriate marketing techniques to reach them.

If your company is already competing for a share of Moms dollars, you will find this report invaluable as it provides a comprehensive package of information and insight not offered any other single source.

  • 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