Abstract
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).
Table of Contents
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
拉丁系消費者牽引美國健康美容關懷市場的成長
2011年12月06日
Global Information, Inc.已開始銷售Packaged Facts所發行的報告書「The Latino Health and Beauty Care Shopper (美國的拉丁系健康美容保養產品購買顧客)」
美國個人關懷產品和服務市場的拉丁系消費者支出總額，2000年和2009年之間從53億美元增加41％變成75億美元。
另一方面，非拉丁系消費者個人關懷產品與服務的支出僅增加15％。
而且，國勢調查局預測，2015年拉丁系美國人占18歲到49歲美國人口中的20％。對行銷•廣告企業而言，該年齡層是非常重要的消費者層。
因此，預料拉丁系男性、女性消費者在健康•美容關懷(HBC)的使用模式，以及今後選擇產品對個人關懷市場的成長動力將越發具有影響力。
拉丁系的女性比全部女性的平均更大量使用眼線筆和睫毛膏，粉底霜則有不太使用的傾向。
拉丁系男性則有比全部男性的平均更大量使用所謂保濕乳液和潔膚產品等護膚產品的傾向。
再則，拉丁系的女性和男性都選擇香料產品作為除臭劑，且拉丁系男性有選擇香料剃鬚霜的傾向。
頻繁使用牙刷和牙線照顧牙齒的，也是拉丁系男性和女性身上都能看到的傾向。
依據Packaged Facts的David Sprinkle之說法，「拉丁系消費者市場最明顯的特徵之一，就是有大量使用HBC產品的用戶存在。例如，以拉丁系女性消費者過去7天有12次或更多次使用洗髮精的比例來說，與全部女性的平均比較，將近2倍。大量消費洗髮精的女性團體中，26％都是拉丁系。」
