The Latino Health and Beauty Care Shopper

Oct 1, 2011
146 Pages - Pub ID: LA6497880
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Latino consumers have an outsized impact on the market for 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 it increased among non-Latino consumers. By 2015 Latinos will make up 20% of 18- to 49-year-olds, an age group critically important to HBC marketers, and will account for a growing share of consumers of HBC products in the future.

Packaged Facts The Latino Health and Beauty Care Shopper provides an in-depth analysis of the grooming and personal care habits of Latinas and Latino men. The report provides crucial insights into the HBC product preferences and brand choices of Latinas and Latino men to enable marketers of HBC products to refine their marketing approaches to this increasingly important consumer segment. For example, compared to women on average, Latinas are significantly more likely to use perfume, mascara and facial cleansing cream. Latino men are much more likely than men on average to use cologne or after shave, skin care products and professional personal care services such as pedicures and massages.

The report opens with a presentation of topline findings, including an overview of which national HBC brands perform best among Latino consumers. The next chapter analyzes current spending and projects total spending by Latinos on personal care products through 2016. The report continues with chapters on Latinas and their usage of cosmetics, skin care products, fragrances and personal care products such as deodorants. Another chapter provides in-depth analysis of usage patterns among Latino men for skin care and shaving products and for personal care products. The report concludes with chapters on oral hygiene habits and products and household usage of baby products and bath and shower products. Each chapter analyzes the volume and type of products used by Latinos and assesses the comparative success of major national HBC brands among Latino shoppers.

The Latino Health and Beauty Care Shopper analyzes the usage by Latino men and Latinas of nearly 40 HBC products tracked by Experian Simmons National Consumer Study (NCS). Product categories included in the report that are used exclusively by Latinas include cosmetics and fragrances (eye shadow/eyeliner/eye brow pencil, mascara, foundation/concealer makeup, blushers/bronzers, lipstick and lip gloss, nail polish/nail care products and perfume/cologne/toilet water) and hair removal products.

The report analyzes usage by Latino men of after shave/cologne and usage by both Latino men and Latinas of the following product categories: skin care (facial cleansing/medicated products/toners, moisturizers/creams/lotions and suntan/screen and sunless products); hair care and hair care products (shampoo, hair conditioner, hair styling creams and gels, hair spray, at-home hair coloring products and home permanents and relaxers), shaving products (electric and battery shavers, disposable razors/shavers, razor blades for non-disposable razors, shaving cream or gel) and other HBC products (deodorants and antiperspirants and eye care products). Oral hygiene products covered in the report include manual and power toothbrushes, toothpaste, tooth whiteners, dental floss and mouthwash/dental rinse. The report also analyzes household usage of baby and children’s HBC products (baby oil and lotion, baby/children’s shampoo, baby wash/bath products, baby and bath powder) and bath and shower products (bar soap, body wash and liquid soap).

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. 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 HBC Shopper: The Topline
Demographic Trends Shape Growth of Latino HBC Market
Cultural Factors Key for Latinas and Latino Men
Marked Differences in Latino HBC Product Usage Patterns
High-Volume Use of Certain HBC Products Differentiates Latino Consumers
Latino HBC Shoppers Drawn to Organic and Natural Products
Aggregate Spending by Latinos on Personal Care Grew at Exceptional Rate in Past Decade
Some HBC Brands Exploit Opportunities in Latino Market, Others Do Not
Latinas: Cosmetics, Fragrances and Skin Care
Eye Makeup More Popular
Avon Outperforms Other Foundation/Concealer Makeup Brands
Latinas Use Bronzers More, Blushers Less
Lipstick and Lip Gloss Get Frequent Use
Avon Nail Polish Succeeds among Latinas
Victoria’s Secret Perfume Gets Nod from Latinas
Latinas More Likely to Use Medicated Facial Cleansing Products
Many Latinas Use Moisturizers Frequently
Latinos and Hair Care
Hair Coloring More Popular, Home Permanents Less Common
Major Differences in Relative Popularity of Shampoo Brands
Hair Conditioner Choices Differ
Latinas Favor Hair Styling Creams over Hair Spray
Many Latino Men Are Heavy Users of Shampoo and Conditioners
Latino Men Like Hair Spray and Hair Styling Products
Use of Hair Coloring Products Above Average
Latinas and Personal Care Products
Hair Removal Products Used More Often
Heavy Users of Disposable Razors More Prevalent
Gillette Succeeds with Latinas Using Razor Blades
Gillette Shaving Cream Wins Biggest Share of Latinas
Roll-On Deodorants Favored
Latino Men and HBC Products
Latino Men Are Heavy Users of After Shave and Cologne
Skin Care Products More Popular among Latino Men
More Latino Men Use Facial Cleansing Products
Suntan/Sunscreen Products Used Less Frequently
Fewer Latino Men Use Electric Shavers
Gillette Disposable Razors Favored
Latino Men Prefer Scented Shaving Cream
Unscented Deodorants Less Popular
Latinos and Oral Hygiene
Manual Toothbrushes Outpace Power Toothbrushes
Latinos Brush Often
Colgate Dominates Latino Toothbrush Market
Gel and Tartar Control Toothpastes Lose Out among Latinos
Colgate Outperforms Crest When Latinos Buy Toothpaste
Latino Men More Likely to Use Tooth Whiteners
Latinos Floss Frequently
Mouthwash Used More Often
Latino Men Represent Important Segment for Listerine and Scope
Use of Selected HBC Products in Latino Households
Baby Products Get Heavy Use in Latino Households
Johnson’s Leads Category but Other Brands Also Succeed
Latinos Prefer Antibacterial Bar Soaps
Top Soap Brands Listed

Chapter 2 The Latino HBC Shopper: The Topline
Market Trends
Demographic Trends Shape Growth of Latino HBC Market
Cultural Factors Key for Latinas and Latino Men
Table 2-1: Use of Professional Personal Care Services by Latino Men
Marked Differences in Latino HBC Product Usage Patterns
Table 2-2: Differences in Usage of HBC Products, Latinas vs. Women on Average
Table 2-3: Differences in Usage of HBC Products, Latino Men vs. Men on Average
High-Volume Use of Certain HBC Products Differentiates Latino Consumers
Table 2-4: Profile of High-Volume Usage of HBC Products by Latinas
Table 2-5: Profile of High-Volume Usage of HBC Products by Latino Men
Highlights of Latino HBC Shopping and Spending Behavior
Latino HBC Shoppers Drawn to Organic and Natural Products
Figure 2-1: Percent Agreeing They Look for Organic and Natural Products When Shopping for HBC Products
Latinos in Consumer Segment More Likely to Buy HBC Products When Grocery Shopping
Latinos Shop Frequently at Drug Stores
Table 2-6: Drugstores Visited in Last Four Weeks by Latino Men and Latinas
Consumer Expenditures on Personal Care Products and Services Defined
Latinos Place Higher Priority on Spending for Personal Care Products and Services
Table 2-7: Expenditures on Personal Care Products as Percentage of Total Annual Consumer Expenditures, Latino vs. Other Consumer Units
Figure 2-2: Annual Expenditures for Personal Care Products, Latino vs. Other Consumer Units
Aggregate Spending by Latinos on Personal Care Grew at Exceptional Rate in Past Decade
Table 2-8: Aggregate Spending for Personal Care Products and Services by Hispanic and Non-Hispanic Consumer Units, 2009 vs. 2000
Market Opportunities
Spending by Latino Consumer Units on Personal Care Products and Services Projected to Reach $10.3 Billion in 2016
Table 2-9: Projected Aggregate Annual Expenditures on Personal Care Products and Services by Latino Consumer Units, 2011-2016
40+ Latinos Present Marketing Opportunity
Table 2-10: Percent Agreeing They “Spend a Lot of Money on Cosmetics,” Latinos vs. All Adults by Age Group
Latino Men and Latinas Offer Above-Average Opportunities for HBC Marketers
Table 2-11: Summary of Opportunities for Marketing HBC Products to Latino Men
Table 2-12: Summary of Opportunities for Marketing HBC Products to Latinas
Some HBC Brands Exploit Opportunities in Latino Market, Others Do Not
Table 2-13: Relative Popularity among Latinas of Selected National Brands of HBC Products
Table 2-14: Relative Popularity among Latinos of Selected National Brands of HBC Products

Chapter 3 Latinas: Cosmetics, Fragrances and Skin Care
Cosmetics and Fragrances
Eye Makeup More Popular
Table 3-1: Use of Eye Shadow/Eyeliner/Eye Brow Pencil/ by Latinas
Table 3-2: Use of Mascara by Latinas
Avon Outperforms Other Foundation/Concealer Makeup Brands
Table 3-3: Use of Foundation/Concealer Makeup by Latinas
Latinas Use Bronzers More, Blushers Less
Table 3-4: Use of Blusher/Bronzer by Latinas
Lipstick and Lip Gloss Get Frequent Use
Table 3-5: Use of Lipstick and Lip Gloss by Latinas
Avon Nail Polish Succeeds among Latinas
Table 3-6: Use of Nail Polish/Nail Care Products by Latinas
Victoria’s Secret Perfume Gets Nod from Latinas
Table 3-7: Use of Perfume, Cologne and Toilet Water by Latinas
Skin Care
Latinas More Likely to Use Medicated Facial Cleansing Products
Table 3-8: Use of Facial Cleansing/Medicated Products/Toners by Latinas
Many Latinas Use Moisturizers Frequently
Table 3-9: Use of Moisturizers/Creams/Lotions by Latinas
Suntan/Screen Products Get Less Use
Table 3-10: Use of Suntan/Screen and Sunless Products by Latinas

Chapter 4 Latinos and Hair Care
Use of Hair Care Products by Latinas
Hair Coloring More Popular, Home Permanents Less Common
Table 4-1: Use of At-Home Hair Coloring Products by Latinas
Table 4-2: Use of Home Permanents and Relaxers by Latinas
Major Differences in Relative Popularity of Shampoo Brands
Table 4-3: Use of Shampoo at Home by Latinas
Hair Conditioner Choices Differ
Table 4-4 : At-Home Use of Hair Conditioner/Treatment by Latinas
Latinas Favor Hair Styling Creams over Hair Spray
Table 4-5: Use of Hair Styling Creams, Gels and Lotions by Latinas
Table 4-6: Use of Hair Spray by Latinas
Use of Hair Care Products by Latino Men
Many Latino Men Are Heavy Users of Shampoo and Conditioners
Table 4-7: Use of Shampoo at Home by Latino Men
Table 4-8: At-Home Use of Hair Conditioner/Treatment by Latino Men
Latino Men Like Hair Spray and Hair Styling Products
Table 4-9: Use of Hair Spray by Latino Men
Table 4-10: Use of Hair Styling Creams, Gels and Lotions by Latino Men
Use of Hair Coloring Products Above Average
Table 4-11: Use of Hair Coloring Products and Home Permanents and Relaxers by Latino Men

Chapter 5 Latinas and Personal Care Products
Shaving and Other Hair Removal Products
Hair Removal Products Used More Often
Table 5-1: Use of Hair Removal Products (Bleach, Depilatories, Waxing) by Latinas
Heavy Users of Disposable Razors More Prevalent
Table 5-2: Use of Electric and Battery Shavers by Latinas
Table 5-3: Use of Disposable Razors/Shavers by Latinas
Gillette Succeeds with Latinas Using Razor Blades
Table 5-4: Use of Razor Blades for Non-Disposable Shavers by Latinas
Gillette Shaving Cream Wins Biggest Share of Latinas
Table 5-5: Use of Shaving Cream or Gel by Latinas
Other Personal Care Products
Roll-On Deodorants Favored
Table 5-6: Use of Deodorants and Antiperspirants by Latinas
Latinas Less Likely to Use Eye Drops and Contact Lens Cleaning Solutions
Table 5-7: Use of Contact Lens Cleaning Solutions by Latinas
Table 5-8: Use of Eye Drops and Eye Wash by Latinas

Chapter 6 Latino Men and HBC Products
Fragrances and Skin Care
Latino Men Are Heavy Users of After Shave and Cologne
Table 6-1: Use of After Shave/Cologne by Latino Men
Skin Care Products More Popular among Latino Men
Table 6-2: Use of Moisturizers/Creams/Lotions by Latino Men
More Latino Men Use Facial Cleansing Products
Table 6-3: Use of Facial Cleansing/Medicated Products/Toners by Latino Men
Suntan/Sunscreen Products Used Less Frequently
Table 6-4: Use of Suntan/Screen and Sunless Products by Latino Men
Shaving Products
Fewer Latino Men Use Electric Shavers
Table 6-5: Use of Electric and Battery Shavers by Latino Men
Gillette Disposable Razors Favored
Table 6-6: Use of Disposable Razors/Shavers by Latino Men
Latino Men Prefer Scented Shaving Cream
Table 6-7: Use of Razor Blades for Non-Disposable Shavers by Latino Men
Table 6-8: Use of Shaving Cream or Gel by Latino Men
Other Personal Care Products
Deodorants Used More Frequently
Table 6-9: Use of Deodorants and Antiperspirants by Latino Men
Eye Drops and Eye Wash More Prevalent
Table 6-10: Use of Eye Drops and Eye Wash by Latino Men
Table 6-11: Use of Contact Lens Cleaning Solutions by Latino Men

Chapter 7 Latinos and Oral Hygiene
Toothbrushes and Toothpaste
Manual Toothbrushes Outpace Power Toothbrushes
Table 7-1: Use of Manual Toothbrushes by Latino Men and Latinas
Table 7-2: Use of Power Toothbrushes by Latino Men and Latinas
Latinos Brush Often
Table 7-3: Number of Times per Average Day Latino Men and Latinas Use Manual Toothbrushes and Toothpaste
Colgate Dominates Latino Toothbrush Market
Table 7-4: Brands of Manual Toothbrushes Used Most by Latino Men and Latinas
Table 7-5: Brands of Power Toothbrushes Used Most by Latino Men and Latinas
Gel and Tartar Control Toothpastes Lose Out among Latinos
Table 7-6: Use of Toothpaste by Latino Men and Latinas
Colgate Outperforms Crest When Latinos Buy Toothpaste
Table 7-7: Toothpaste Brands Used Most by Latino Men and Latinas
Other Oral Hygiene Products
Latino Men More Likely to Use Tooth Whiteners
Table 7-8: Use of Tooth Whiteners by Latino Men and Latinas
Table 7-9: Brands of Tooth Whiteners Used Most by Latino Men and Latinas
Latinos Floss Frequently
Table 7-10: Use of Dental Floss by Latino Men and Latinas
Table 7-11: Brands of Dental Floss Used Most by Latino Men and Latinas
Mouthwash Used More Often
Table 7-12: Use of Mouthwash/Dental Rinse by Latino Men and Latinas
Latino Men Represent Important Segment for Listerine and Scope
Table 7-13: Brands of Mouthwash/Dental Rinse Used Most Frequently by Latino Men and Latinas

Chapter 8 Use of Selected HBC Products in Latino Households
Baby and Children’s Products
Baby Products Get Heavy Use in Latino Households
Table 8-1: Use of Baby Products by Latino Consumers
Johnson’s Leads Category but Other Brands Also Succeed
Table 8-2: Brands of Baby and Children’s Products Most Often Used by Latino Consumers
Bath and Shower Products
Latinos Prefer Antibacterial Bar Soaps
Table 8-3: Use of Bath and Shower Products by Latino Consumers
Top Soap Brands Listed
Table 8-4: Brands of Bath and Shower Products Used Most by Latino Consumers
Appendix: Addresses of Selected U.S. Latino Market Resources

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