The Latino Household Products Shopper

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Published Sep 1, 2011 | 128 Pages | Pub ID: LA6497882

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With a population of 51 million that accounted for more than half of the growth of the American population in the past decade, Latinos continue to expand their influence in the American consumer market. Packaged Facts The Latino Household Products Shopper shows how Latinos have an especially significant impact on the market for household products. Latino households spend more than any other population segment on laundry and household cleaning supplies. In the past decade their spending on these products grew at a rate that was 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.

Experian Simmons National Consumer Study (NCS) data analyzed in The Latino Household Products Shopper demonstrate that Latino shoppers are a prime audience for marketers of household products. For example, they are less likely to select store brands and more likely to buy national brands for most categories of household products. Yet, Latino shoppers are highly discriminating in their purchasing decisions. The data also reveal that some national brands resonate exceptionally well while others underperform in Latino households.

The report opens with a presentation of topline findings, including an overview of which national household products brands perform best in Latino households. The next chapter analyzes current spending by Latino households on household products and projects total spending by Latinos on household products through 2016. The report continues with individual chapters on usage in Latino households of floor cleaning products, general household cleaning products, kitchen and bathroom cleaning products, laundry and dishwashing products, kitchen products and paper products. Each chapter analyzes the volume and type of products used by Latino households and assesses the comparative success of major national brands among Latino shoppers.

The Latino Household Products Shopper analyzes the usage within Latino households of 32 household products tracked by Experian Simmons NCS. These include floor cleaning products (disposable wipes, rug cleaners/shampoos, carpet deodorizers/fresheners and floor wax or polish); general household cleaning products (household cleaners, window/glass cleaners and air freshener sprays/room deodorants as well as light bulbs); kitchen and bathroom cleaning products (abrasive cleaners, scouring pads/sponges, drain cleaners, oven cleaners, metal polishers/cleaners and toilet cleaners); laundry and dishwashing products (boosters/pre-soaks/pre-cleaners, laundry soaps/detergents, fabric softeners, bleach, spray starch, automatic dishwasher detergent and dishwashing liquid); kitchen products (aluminum foil, plastic wrap, plastic freezer/sandwich bags, disposable food containers and plastic garbage bags/trash liners); and paper products (picnic products—including disposable cups and plates and charcoal—paper napkins, paper towels, facial tissues and toilet paper).

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. The report also includes data from Packaged Facts March 2011 Food Shopper Insights (FSI) Survey, an online survey of 2,000 U.S. adults who had shopped for groceries within 24 hours of being surveyed. 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).


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        •   Average Weekly Expenditures on Groceries by Latino Households

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        •   Household Products Purchasing Decisions in Latino Households

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        •   Relative Popularity of Store Brands among Latino Household Product Shoppers

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        •   Popularity of Selected National Brands of Household Products among Latino Households

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        •   Summary of Opportunities for Marketing Household Products to Latino Households

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        •   Household Products with High-Volume Usage in Latino Households

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        •   Household Composition, Latino vs. Non-Latino Households

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        •   Average Household and Family Size of Latino Households by Major National Subgroup

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        •   Expenditures on Laundry and Cleaning Supplies and Other Household Products as Percentage of Total Annual Consumer Expenditures, Latino vs. Other Consumer Units

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        •   Aggregate Annual Expenditures on Laundry and Cleaning Supplies and Other Household Products by Latino Consumer Units, 2000-2009

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        •   Projected Aggregate Annual Expenditures on Laundry and Cleaning Supplies and Other Household Products by Latino Consumer Units, 2011-2016

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      •   Use of Household Cleaning Disposable Wipes/Floor Cleaners by Latino Households

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      •   Brands of Household Cleaning Disposable Wipes/Floor Cleaners Used Most by Latino Households

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      •   Use of Rug Cleaners/Shampoos by Latino Households
      •   Brands of Rug Cleaners/Shampoos Used Most by Latino Households

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      •   Use of Fabric/Carpet Deodorizers/Fresheners by Latino Households

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      •   Use of Floor Wax or Polish by Latino Households
      •   Brands of Floor Wax or Polish Used Most by Latino Households

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      •   Use of Household Cleaners by Latino Households

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      •   Brands of Household Cleaners Used Most by Latino Households

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      •   Use of Window/Glass Cleaners by Latino Households
      •   Brands of Window/Glass Cleaners Used Most by Latino Households

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      •   Use of Air Freshener Sprays/Room Deodorants by Latino Households

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      •   Brands of Air Freshener Sprays/Room Deodorants Used Most by Latino Households

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      •   Use of Furniture Polish by Latino Households
      •   Brands of Furniture Polish Used Most by Latino Households

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      •   Use of Light Bulbs by Latino Households

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      •   Brands of Light Bulbs Used Most by Latino Households

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      •   Use of Abrasive Cleaners by Latino Households

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      •   Brands of Abrasive Cleaners by Latino Households

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      •   Use of Scouring Pads/Sponges by Latino Households

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      •   Brands of Scouring Pads/Sponges Used Most by Latino Households

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      •   Use of Drain Cleaners by Latino Households

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      •   Use of Oven Cleaners by Latino Households

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      •   Use of Metal Polishers/Cleaners by Latino Households

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      •   Use of In-Bowl and In-Tank Toilet Cleaners by Latino Households

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      •   Brands of In-Bowl Cleaners Used Most by Latino Households
      •   Brands of In-Tank Toilet Cleaners Used Most by Latino Households

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        •   Use of Boosters/Pre-Soaks/Pre-Cleaners by Latino Households

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        •   Use of Laundry Soaps/Detergents by Latino Households

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        •   Brands of Laundry Soaps/Detergents Used Most by Latino Households

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        •   Use of Fabric Softeners by Latino Households

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        •   Brands of Fabric Softeners Used Most by Latino Households

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        •   Use of Bleach by Latino Households

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        •   Use of Spray Starch by Latino Households

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        •   Use of Automatic Dishwasher Detergent and Rinse by Latino Households

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        •   Use of Dishwashing Liquid (Not Automatic Dishwasher) by Latino Households

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        •   Brands of Dishwashing Liquid (Not Automatic Dishwasher) Used Most by Latino Households

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      •   Use of Aluminum Foil by Latino Households

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      •   Use of Plastic-Type Kitchen Wrap by Latino Households

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      •   Brands of Plastic-Type Kitchen Wrap Used Most by Latino Households

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      •   Use of Plastic Freezer/Sandwich Bags by Latino Households

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      •   Brands of Plastic Freezer/Sandwich Bags Used Most by Latino Households

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      •   Use of Disposable Food Containers by Latino Households

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      •   Use of Plastic Garbage Bags/Trash Can Liners by Latino Households

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      •   Brands of Plastic Garbage Bags/Trash Can Liners Used Most by Latino Households

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      •   Use of Disposable Cups and Plates by Latino Households

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      •   Use of Paper Napkins by Latino Households

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      •   Brands of Paper Napkins Used Most by Latino Households

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      •   Use of Paper Towels by Latino Households

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      •   Brands of Paper Towels Used Most by Latino Households

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      •   Use of Facial Tissues by Latino Households

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      •   Brands of Facial Tissues Used Most by Latino Households

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      •   Use of Toilet Paper by Latino Households

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      •   Brands of Toilet Paper Used Most by Latino Households
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