Latino Household Products Shopper, The

Date: September 22, 2011
Pages: 128
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US$ 3,500.00
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Publisher: Packaged Facts
Report type: Strategic Report
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ID: LAF89684030EN
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Latino Household Products Shopper, The
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).
CHAPTER 1 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

CHAPTER 2 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 2-1: Average Weekly Expenditures on Groceries by Latino Households

Purchase of Household Products More Likely to Be a Joint Decision in Latino Households

Table 2-2: Household Products Purchasing Decisions in Latino Households

National Brands of Household Products More Popular with Latino Shoppers

Table 2-3: Relative Popularity of Store Brands among Latino Household Product Shoppers

Many National Brands Resonate Exceptionally Well with Latino Shoppers, Others Underperform

Table 2-4: Popularity of Selected National Brands of Household Products among Latino Households

Market Opportunities

Latino Households Offer Growth Opportunities for Household Products Marketers

Table 2-5: Summary of Opportunities for Marketing Household Products to Latino Households

Latino Households More Likely to Use High Volumes of Household Products

Table 2-6: Household Products with High-Volume Usage in Latino Households

CHAPTER 3 MARKET TRENDS

Demographic Trends Affecting the Market

Household Structure Key Demographic Driver in Latino Household Products Market

Table 3-1: Household Composition, Latino vs. Non-Latino Households

Figure 3-1: Average Household Size, Latino vs. Non-Latino Households

Figure 3-2: Average Family Size, Latino vs. Non-Latino Households

Major Differences across National Groups within Latino Population

Table 3-2: 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 3-3: Expenditures on Laundry and Cleaning Supplies and Other Household Products as Percentage of Total Annual Consumer Expenditures, Latino vs. Other Consumer Units

Figure 3-3: Annual Expenditures for Laundry and Cleaning Supplies, Latino vs. Other Consumer Units

Figure 3-4: Annual Expenditures for Other Household Products, Latino vs. Other Consumer Units

Spending by Latinos on Laundry and Cleaning Supplies Shows Exceptional Growth over Long Term

Table 3-4: Aggregate Annual Expenditures on Laundry and Cleaning Supplies and Other Household Products by Latino Consumer Units, 2000-2009

Figure 3-5: Cumulative Growth in Aggregate Annual Expenditures for Laundry and Cleaning Supplies by Latino and Other Consumer Units, 2000-2009

Projected Market Growth

Growth in Latino Population to Continue Despite Slowdown in Immigration

Figure 3-6: Projected Growth in Latino Population, 2015-2050

Spending by Latino Consumer Units on Household Products Projected to Reach $9.5 Billion in 2016

Table 3-5: Projected Aggregate Annual Expenditures on Laundry and Cleaning Supplies and Other Household Products by Latino Consumer Units, 2011-2016

CHAPTER 4 USE OF FLOOR CLEANING PRODUCTS BY LATINO HOUSEHOLDS

Disposable Wipes Popular in Latino Households

Table 4-1: Use of Household Cleaning Disposable Wipes/Floor Cleaners by Latino Households

Clorox Leads in Disposable Wipes Category

Table 4-2: Brands of Household Cleaning Disposable Wipes/Floor Cleaners Used Most by Latino Households

Figure 4-1: Percent of Households Using Leading Brands of Household Cleaning Disposable Wipes/Floor Cleaners, Latino vs. All Households

Rug Cleaners and Shampoos Get Less Use

Table 4-3: Use of Rug Cleaners/Shampoos by Latino Households

Table 4-4: Brands of Rug Cleaners/Shampoos Used Most by Latino Households

Latinos More Likely to Choose Glade Carpet Deodorizers

Figure 4-2: Percent of Households Using Leading Brands of Fabric/Carpet Deodorizers/Fresheners, Latino vs. All Households

Table 4-5: Use of Fabric/Carpet Deodorizers/Fresheners by Latino Households

Floor Wax Gets Less Use in Latino Households

Table 4-6: Use of Floor Wax or Polish by Latino Households

Table 4-7: Brands of Floor Wax or Polish Used Most by Latino Households

CHAPTER 5 USE OF GENERAL HOUSEHOLD CLEANING PRODUCTS BY LATINO HOUSEHOLDS

Heavy Use of Household Cleaners More Common

Table 5-1: Use of Household Cleaners by Latino Households

Fabuloso Brand Earns Latino Loyalty

Figure 5-1: Percent of Households Using Leading Brands of Household Cleaners, Latino vs. All Households

Table 5-2: Brands of Household Cleaners Used Most by Latino Households

Clean Windows Important in Latino Households

Table 5-3: Use of Window/Glass Cleaners by Latino Households

Table 5-4: Brands of Window/Glass Cleaners Used Most by Latino Households

Air Fresheners Get High Priority

Table 5-5: Use of Air Freshener Sprays/Room Deodorants by Latino Households

Glade and Fabreze Room Deodorants Perform Well in Latino Households

Glade and Fabreze Room Deodorants Perform Well in Latino Households

Table 5-6: Brands of Air Freshener Sprays/Room Deodorants Used Most by Latino Households

Many Latino Households Make Frequent Use of Furniture Polish

Table 5-7: Use of Furniture Polish by Latino Households

Table 5-8: Brands of Furniture Polish Used Most by Latino Households

Halogen Bulbs More Popular in Latino Households

Table 5-9: Use of Light Bulbs by Latino Households

Philips Succeeds, G.E. Underperforms When Latinos Buy Light Bulbs

Table 5-10: Brands of Light Bulbs Used Most by Latino Households

Figure 5-2: Percent of Households Using Leading Brands of Light Bulbs,

Latino vs. All Households

CHAPTER 6 USE OF KITCHEN AND BATHROOM CLEANING PRODUCTS BY LATINO HOUSEHOLDS

Abrasive Cleaners Popular

Table 6-1: Use of Abrasive Cleaners by Latino Households

Ajax Wins in Latino Households

Table 6-2: Brands of Abrasive Cleaners by Latino Households

Figure 6-1: Percent of Households Using Leading Brands of Abrasive Cleaners,

Latino vs. All Households

Scouring Pads Get Heavier Use

Table 6-3: Use of Scouring Pads/Sponges by Latino Households

Scotch Brite Prevails

Figure 6-2: Percent of Households Using Leading Brands of Scouring Pads/Sponges, Latino vs. All Households

Table 6-4: Brands of Scouring Pads/Sponges Used Most by Latino Households

Drain Cleaners Used Less in Latino Households

Table 6-5: Use of Drain Cleaners by Latino Households

Oven Cleaners More Common

Table 6-6: Use of Oven Cleaners by Latino Households

Latino Households Less Likely to Use Metal Polishers

Table 6-7: Use of Metal Polishers/Cleaners by Latino Households

Large Households Mean Greater Use of Toilet Bowl Cleaning Products

Table 6-8: Use of In-Bowl and In-Tank Toilet Cleaners by Latino Households

Clorox Most Popular Brand of Toilet Cleaner in Latino Households

Table 6-9: Brands of In-Bowl Cleaners Used Most by Latino Households

Table 6-10: Brands of In-Tank Toilet Cleaners Used Most by Latino Households

CHAPTER 7 USE OF LAUNDRY AND DISHWASHING PRODUCTS BY LATINO HOUSEHOLDS

Laundry Products

Latinos Choose Liquid over Spray Pre-Cleaners

Table 7-1: Use of Boosters/Pre-Soaks/Pre-Cleaners by Latino Households

Latinos Less Likely to Use Liquid Laundry Detergent

Table 7-2: Use of Laundry Soaps/Detergents by Latino Households

Brand Choices Vary

Table 7-3: Brands of Laundry Soaps/Detergents Used Most by Latino Households

Figure 7-1: Percent of Households Using Leading Brands of Laundry Detergents/Soaps, Latino vs. All Households

Use of Fabric Softeners Differs

Table 7-4: Use of Fabric Softeners by Latino Households

Suavitel Outpaces Other Fabric Softener Brands

Table 7-5: Brands of Fabric Softeners Used Most by Latino Households

Figure 7-2: Percent of Households Using Leading Brands of Fabric Softeners, Latino vs. All Households

Bleach Used More in Latino Households

Table 7-6: Use of Bleach by Latino Households

Spray Starch Use Average

Table 7-7: Use of Spray Starch by Latino Households

Dishwashing Products

Latino Households Less Likely to Own Dishwashers and Use Automatic Dishwasher Detergent

Figure 7-3: Ownership of Automatic Dishwashers, Latino vs. All Households

Table 7-8: Use of Automatic Dishwasher Detergent and Rinse by Latino Households

Frequent Dishwashing by Hand Much More Common

Table 7-9: Use of Dishwashing Liquid (Not Automatic Dishwasher) by Latino Households

Palmolive Dishwashing Liquid Succeeds among Latinos

Table 7-10: Brands of Dishwashing Liquid (Not Automatic Dishwasher) Used Most by Latino Households

CHAPTER 8 KITCHEN PRODUCTS IN LATINO HOUSEHOLDS

Diamond Aluminum Foil Does Well in Latino Households

Table 8-1: Use of Aluminum Foil by Latino Households

Latinos Less Likely to Use Plastic Wrap

Table 8-2: Use of Plastic-Type Kitchen Wrap by Latino Households

Saran Plastic Wrap Brand Performs Poorly in Latino Households

Table 8-3: Brands of Plastic-Type Kitchen Wrap Used Most by Latino Households

Figure 8-1: Percent of Households Using Leading Brands of Plastic-Type Kitchen Wrap, Latino vs. All Households

Many Latino Households Use Large Numbers of Freezer and Sandwich Bags

Table 8-4: Use of Plastic Freezer/Sandwich Bags by Latino Households

Ziploc Brand Holds Own in Latino Market

Figure 8-2: Percent of Households Using Leading Brands of Plastic Freezer/Sandwich Bags, Latino vs. All Households

Table 8-5: Brands of Plastic Freezer/Sandwich Bags Used Most by Latino Households

Disposable Food Containers Used More Often

Table 8-6: Use of Disposable Food Containers by Latino Households

Latino Households More Likely to Replace Plastic Garbage Bags Nearly Every Day

Table 8-7: Use of Plastic Garbage Bags/Trash Can Liners by Latino Households

Glad Brand of Plastic Garbage Bags Wins in Latino Households

Table 8-8: Brands of Plastic Garbage Bags/Trash Can Liners Used Most by Latino Households

CHAPTER 9 USE OF PAPER PRODUCTS IN LATINO HOUSEHOLDS

Picnic Products Popular in Latino Households

Figure 9-1: Use of Picnic Products, Latino vs. All Households

Latinos Most Likely to Pick Store Brand Disposable Cups and Plates

Table 9-1: Use of Disposable Cups and Plates by Latino Households

Latinos Major Force in Market for Paper Napkins

Table 9-2: Use of Paper Napkins by Latino Households

Bounty Leads Other National Paper Napkin Brands

Table 9-3: Brands of Paper Napkins Used Most by Latino Households

Figure 9-2: Percent of Households Using Leading Brands of Paper Napkins,

Latino vs. All Households

Plain White Paper Towels Appeal to Latinos

Table 9-4: Use of Paper Towels by Latino Households

Bounty Paper Towels Appeal the Most to Latinos

Table 9-5: Brands of Paper Towels Used Most by Latino Households

Latinos Prefer Scented Facial Tissues

Table 9-6: Use of Facial Tissues by Latino Households

Largest Brands of Facial Tissues Underperform in Latino Market

Table 9-7: Brands of Facial Tissues Used Most by Latino Households

Large Families Mean More Toilet Paper

Table 9-8: Use of Toilet Paper by Latino Households

Scott Tissue Has Above-Average Share of Latino Market

Table 9-9: Brands of Toilet Paper Used Most by Latino Households

APPENDIX: ADDRESSES OF SELECTED U.S. LATINO MARKET RESOURCES
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