The Latino Household Products Shopper

Published: September 1, 2011 - 128 Pages

Table of Contents

  • Executive Summary
    • Introduction
      • Background
      • Overview of the Report
    • Scope and Methodology
      • Scope of the Report
      • Methodology
    • The Latino Household Products Shopper: The Topline
      • Latinos Fit Profile of Big Spenders on Household Products in Grocery Stores
      • Purchase of Household Products More Likely to Be a Joint Decision in Latino Households
      • National Brands of Household Products More Popular with Latino Shoppers
      • Many National Brands Resonate Exceptionally Well with Latino Shoppers, Others Underperform
      • Latino Households Offer Growth Opportunities for Household Products Marketers
      • Latino Households More Likely to Use High Volumes of Household Products
    • Market Trends
      • Latinos Spend the Most on Laundry and Cleaning Supplies
      • Spending by Latinos on Laundry and Cleaning Supplies Shows Exceptional Growth over Long Term
      • Spending by Latino Consumer Units on Household Products Projected to Reach $9.5 Billion in 2016
    • Use of Floor Cleaning Products by Latino Households
      • Disposable Wipes Popular in Latino Households
      • Rug Cleaners and Shampoos Used Less
      • Latinos More Likely to Choose Glade Carpet Deodorizers
      • Floor Wax Gets Less Use in Latino Households
    • Use of General Household Cleaning Products by Latino Households
      • Heavy Use of Household Cleaners More Common
      • Fabuloso Brand Earns Latino Loyalty
      • Clean Windows Important in Latino Households
      • Air Fresheners Get High Priority
      • Glade and Fabreze Room Deodorants Perform Well in Latino Households
      • Many Latino Households Make Frequent Use of Furniture Polish
      • Halogen Bulbs More Popular in Latino Households
      • Philips Succeeds, G.E. Underperforms When Latinos Buy Light Bulbs
    • Use of Kitchen and Bathroom Cleaning Products by Latino Households
      • Abrasive Cleaners Popular
      • Ajax Wins in Latino Households
      • Scouring Pads Get Heavier Use
      • Scotch Brite Prevails
      • Drain Cleaners Used Less in Latino Households
      • Oven Cleaners More Common
      • Latino Households Less Likely to Use Metal Polishers
      • Large Households Mean Greater Use of Toilet Bowl Cleaning Products
    • Use of Laundry and Dishwashing Products by Latino Households
      • Latinos Choose Liquid over Spray Pre-Cleaners
      • Latinos Less Likely to Use Liquid Laundry Detergent
      • Brand Choices Vary
      • Use of Fabric Softeners Differs
      • Suavitel Outpaces Other Fabric Softener Brands
      • Bleach Used More in Latino Households
      • Spray Starch Use Average
      • Latino Households Less Likely to Own Dishwashers and Use Automatic Dishwasher Detergent
      • Frequent Dishwashing by Hand Much More Common
    • Kitchen Products in Latino Households
      • Diamond Aluminum Foil Does Well in Latino Households
      • Latinos Less Likely to Use Plastic Wrap
      • Many Latino Households Use Large Numbers of Freezer and Sandwich Bags
      • Disposable Food Containers Used More Often
      • Latino Households More Likely to Replace Plastic Garbage Bags Nearly Every Day
    • Use of Paper Products in Latino Households
      • Picnic Products Popular in Latino Households
      • Latinos Most Likely to Pick Store Brand Disposable Cups and Plates
      • Latinos Major Force in Market for Paper Napkins
      • Bounty Leads Other National Paper Napkin Brands
      • Plain White Paper Towels Appeal to Latinos
      • Bounty Paper Towels Appeal the Most to Latinos
      • Latinos Prefer Scented Facial Tissues
      • Large Families Mean More Toilet Paper
      • Scott Tissue Has Above-Average Share of Latino Market
  • The Latino Household Products Shopper: The Topline
    • Highlights of Latino Household Products Shopper Behavior
      • Latinos Fit Profile of Big Spenders on Household Products in Grocery Stores
        • Table Average Weekly Expenditures on Groceries by Latino Households
      • Purchase of Household Products More Likely to Be a Joint Decision in Latino Households
        • Table Household Products Purchasing Decisions in Latino Households
      • National Brands of Household Products More Popular with Latino Shoppers
        • Table Relative Popularity of Store Brands among Latino Household Product Shoppers
      • Many National Brands Resonate Exceptionally Well with Latino Shoppers, Others Underperform
        • Table Popularity of Selected National Brands of Household Products among Latino Households
    • Market Opportunities
      • Latino Households Offer Growth Opportunities for Household Products Marketers
        • Table Summary of Opportunities for Marketing Household Products to Latino Households
      • Latino Households More Likely to Use High Volumes of Household Products
        • Table Household Products with High-Volume Usage in Latino Households
  • Market Trends
    • Demographic Trends Affecting the Market
      • Household Structure Key Demographic Driver in Latino Household Products Market
        • Table Household Composition, Latino vs. Non-Latino Households
      • Major Differences across National Groups within Latino Population
        • Table Average Household and Family Size of Latino Households by Major National Subgroup
    • Trends in Latino Spending on Household Products
      • Consumer Expenditures on Household Products Defined
      • Latinos Spend the Most on Laundry and Cleaning Supplies
        • Table Expenditures on Laundry and Cleaning Supplies and Other Household Products as Percentage of Total Annual Consumer Expenditures, Latino vs. Other Consumer Units
      • Spending by Latinos on Laundry and Cleaning Supplies Shows Exceptional Growth over Long Term
        • Table Aggregate Annual Expenditures on Laundry and Cleaning Supplies and Other Household Products by Latino Consumer Units, 2000-2009
    • Projected Market Growth
      • Growth in Latino Population to Continue Despite Slowdown in Immigration
      • Spending by Latino Consumer Units on Household Products Projected to Reach $9.5 Billion in 2016
        • Table Projected Aggregate Annual Expenditures on Laundry and Cleaning Supplies and Other Household Products by Latino Consumer Units, 2011-2016
  • Use of Floor Cleaning Products by Latino Households
    • Disposable Wipes Popular in Latino Households
      • Table Use of Household Cleaning Disposable Wipes/Floor Cleaners by Latino Households
    • Clorox Leads in Disposable Wipes Category
      • Table Brands of Household Cleaning Disposable Wipes/Floor Cleaners Used Most by Latino Households
    • Rug Cleaners and Shampoos Get Less Use
      • Table Use of Rug Cleaners/Shampoos by Latino Households
      • Table Brands of Rug Cleaners/Shampoos Used Most by Latino Households
    • Latinos More Likely to Choose Glade Carpet Deodorizers
      • Table Use of Fabric/Carpet Deodorizers/Fresheners by Latino Households
    • Floor Wax Gets Less Use in Latino Households
      • Table Use of Floor Wax or Polish by Latino Households
      • Table Brands of Floor Wax or Polish Used Most by Latino Households
  • Use of General Household Cleaning Products by Latino Households
    • Heavy Use of Household Cleaners More Common
      • Table Use of Household Cleaners by Latino Households
    • Fabuloso Brand Earns Latino Loyalty
      • Table Brands of Household Cleaners Used Most by Latino Households
    • Clean Windows Important in Latino Households
      • Table Use of Window/Glass Cleaners by Latino Households
      • Table Brands of Window/Glass Cleaners Used Most by Latino Households
    • Air Fresheners Get High Priority
      • Table Use of Air Freshener Sprays/Room Deodorants by Latino Households
    • Glade and Fabreze Room Deodorants Perform Well in Latino Households
      • Table Brands of Air Freshener Sprays/Room Deodorants Used Most by Latino Households
    • Many Latino Households Make Frequent Use of Furniture Polish
      • Table Use of Furniture Polish by Latino Households
      • Table Brands of Furniture Polish Used Most by Latino Households
    • Halogen Bulbs More Popular in Latino Households
      • Table Use of Light Bulbs by Latino Households
    • Philips Succeeds, G.E. Underperforms When Latinos Buy Light Bulbs
      • Table Brands of Light Bulbs Used Most by Latino Households
  • Use of Kitchen and Bathroom Cleaning Products by Latino Households
    • Abrasive Cleaners Popular
      • Table Use of Abrasive Cleaners by Latino Households
    • Ajax Wins in Latino Households
      • Table Brands of Abrasive Cleaners by Latino Households
    • Scouring Pads Get Heavier Use
      • Table Use of Scouring Pads/Sponges by Latino Households
    • Scotch Brite Prevails
      • Table Brands of Scouring Pads/Sponges Used Most by Latino Households
    • Drain Cleaners Used Less in Latino Households
      • Table Use of Drain Cleaners by Latino Households
    • Oven Cleaners More Common
      • Table Use of Oven Cleaners by Latino Households
    • Latino Households Less Likely to Use Metal Polishers
      • Table Use of Metal Polishers/Cleaners by Latino Households
    • Large Households Mean Greater Use of Toilet Bowl Cleaning Products
      • Table Use of In-Bowl and In-Tank Toilet Cleaners by Latino Households
    • Clorox Most Popular Brand of Toilet Cleaner in Latino Households
      • Table Brands of In-Bowl Cleaners Used Most by Latino Households
      • Table Brands of In-Tank Toilet Cleaners Used Most by Latino Households
  • Use of Laundry and Dishwashing Products by Latino Households
    • Laundry Products
      • Latinos Choose Liquid over Spray Pre-Cleaners
        • Table Use of Boosters/Pre-Soaks/Pre-Cleaners by Latino Households
      • Latinos Less Likely to Use Liquid Laundry Detergent
        • Table Use of Laundry Soaps/Detergents by Latino Households
      • Brand Choices Vary
        • Table Brands of Laundry Soaps/Detergents Used Most by Latino Households
      • Use of Fabric Softeners Differs
        • Table Use of Fabric Softeners by Latino Households
      • Suavitel Outpaces Other Fabric Softener Brands
        • Table Brands of Fabric Softeners Used Most by Latino Households
      • Bleach Used More in Latino Households
        • Table Use of Bleach by Latino Households
      • Spray Starch Use Average
        • Table Use of Spray Starch by Latino Households
    • Dishwashing Products
      • Latino Households Less Likely to Own Dishwashers and Use Automatic Dishwasher Detergent
        • Table Use of Automatic Dishwasher Detergent and Rinse by Latino Households
      • Frequent Dishwashing by Hand Much More Common
        • Table Use of Dishwashing Liquid (Not Automatic Dishwasher) by Latino Households
      • Palmolive Dishwashing Liquid Succeeds among Latinos
        • Table Brands of Dishwashing Liquid (Not Automatic Dishwasher) Used Most by Latino Households
  • Kitchen Products in Latino Households
    • Diamond Aluminum Foil Does Well in Latino Households
      • Table Use of Aluminum Foil by Latino Households
    • Latinos Less Likely to Use Plastic Wrap
      • Table Use of Plastic-Type Kitchen Wrap by Latino Households
    • Saran Plastic Wrap Brand Performs Poorly in Latino Households
      • Table Brands of Plastic-Type Kitchen Wrap Used Most by Latino Households
    • Many Latino Households Use Large Numbers of Freezer and Sandwich Bags
      • Table Use of Plastic Freezer/Sandwich Bags by Latino Households
    • Ziploc Brand Holds Own in Latino Market
      • Table Brands of Plastic Freezer/Sandwich Bags Used Most by Latino Households
    • Disposable Food Containers Used More Often
      • Table Use of Disposable Food Containers by Latino Households
    • Latino Households More Likely to Replace Plastic Garbage Bags Nearly Every Day
      • Table Use of Plastic Garbage Bags/Trash Can Liners by Latino Households
    • Glad Brand of Plastic Garbage Bags Wins in Latino Households
      • Table Brands of Plastic Garbage Bags/Trash Can Liners Used Most by Latino Households
  • Use of Paper Products in Latino Households
    • Picnic Products Popular in Latino Households
    • Latinos Most Likely to Pick Store Brand Disposable Cups and Plates
      • Table Use of Disposable Cups and Plates by Latino Households
    • Latinos Major Force in Market for Paper Napkins
      • Table Use of Paper Napkins by Latino Households
    • Bounty Leads Other National Paper Napkin Brands
      • Table Brands of Paper Napkins Used Most by Latino Households
    • Plain White Paper Towels Appeal to Latinos
      • Table Use of Paper Towels by Latino Households
    • Bounty Paper Towels Appeal the Most to Latinos
      • Table Brands of Paper Towels Used Most by Latino Households
    • Latinos Prefer Scented Facial Tissues
      • Table Use of Facial Tissues by Latino Households
    • Largest Brands of Facial Tissues Underperform in Latino Market
      • Table Brands of Facial Tissues Used Most by Latino Households
    • Large Families Mean More Toilet Paper
      • Table Use of Toilet Paper by Latino Households
    • Scott Tissue Has Above-Average Share of Latino Market
      • Table Brands of Toilet Paper Used Most by Latino Households
  • Addresses of Selected U.S.Latino Market Resources

Abstract

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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