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Latino Health and Beauty Care Shopper, The

  • Publication Date:October 2011
  • Publisher:Packaged Facts
  • Product Type: Report
  • Pages:146

Latino Health and Beauty Care Shopper, The

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.

  • 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
    • Marked Differences in Latino HBC Product Usage Patterns
    • High-Volume Use of Certain HBC Products Differentiates Latino Consumers
    • Highlights of Latino HBC Shopping and Spending Behavior
    • Latino HBC Shoppers Drawn to Organic and Natural Products
    • Latinos in Consumer Segment More Likely to Buy HBC Products When Grocery Shopping
    • Latinos Shop Frequently at Drug Stores
    • Consumer Expenditures on Personal Care Products and Services Defined
    • Latinos Place Higher Priority on Spending for Personal Care Products and Services
    • Aggregate Spending by Latinos on Personal Care Grew at Exceptional Rate in Past Decade
    • Market Opportunities
    • Spending by Latino Consumer Units on Personal Care Products and Services Projected to Reach $10.3 Billion in 2016
    • 40+ Latinos Present Marketing Opportunity
    • Latino Men and Latinas Offer Above-Average Opportunities for HBC Marketers
    • Some HBC Brands Exploit Opportunities in Latino Market, Others Do Not
  • Chapter 3 Latinas: Cosmetics, Fragrances and Skin Care
    • Cosmetics and Fragrances
    • 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
    • Skin Care
    • Latinas More Likely to Use Medicated Facial Cleansing Products
    • Many Latinas Use Moisturizers Frequently
    • Suntan/Screen Products Get Less Use
  • Chapter 4 Latinos and Hair Care
    • Use of Hair Care Products by Latinas
    • 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
    • Use of Hair Care Products by Latino Men
    • 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
  • Chapter 5 Latinas and Personal Care Products
    • Shaving and Other Hair Removal 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
    • Other Personal Care Products
    • Roll-On Deodorants Favored
    • Latinas Less Likely to Use Eye Drops and Contact Lens Cleaning Solutions
  • Chapter 6 Latino Men and HBC Products
    • Fragrances and Skin Care
    • 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
    • Shaving Products
    • Fewer Latino Men Use Electric Shavers
    • Gillette Disposable Razors Favored
    • Latino Men Prefer Scented Shaving Cream
    • Other Personal Care Products
    • Deodorants Used More Frequently
    • Eye Drops and Eye Wash More Prevalent
  • Chapter 7 Latinos and Oral Hygiene
    • Toothbrushes and Toothpaste
    • 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
    • Other Oral Hygiene Products
    • Latino Men More Likely to Use Tooth Whiteners
    • Latinos Floss Frequently
    • Mouthwash Used More Often
    • Latino Men Represent Important Segment for Listerine and Scope
  • Chapter 8 Use of Selected HBC Products in Latino Households
    • Baby and Children's Products
    • Baby Products Get Heavy Use in Latino Households
    • Johnson's Leads Category but Other Brands Also Succeed
    • Bath and Shower Products
    • Latinos Prefer Antibacterial Bar Soaps
    • Top Soap Brands Listed
    • Appendix: Addresses of Selected U.S. Latino Market Resources
    • Table 2-1: Use of Professional Personal Care Services by Latino Men
    • 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
    • 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
    • Table 2-6: Drugstores Visited in Last Four Weeks by Latino Men and Latinas
    • Table 2-7: Expenditures on Personal Care Products as Percentage of Total Annual Consumer Expenditures, Latino vs. Other Consumer Units
    • Table 2-8: Aggregate Spending for Personal Care Products and Services by Hispanic and Non-Hispanic Consumer Units, 2009 vs. 2000
    • Table 2-9: Projected Aggregate Annual Expenditures on Personal Care Products and Services by Latino Consumer Units, 2011-2016
    • Table 2-10: Percent Agreeing They 'Spend a Lot of Money on Cosmetics,' Latinos vs. All Adults by Age Group
    • 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
    • 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
    • Table 3-1: Use of Eye Shadow/Eyeliner/Eye Brow Pencil/ by Latinas
    • Table 3-2: Use of Mascara by Latinas
    • Table 3-3: Use of Foundation/Concealer Makeup by Latinas
    • Table 3-4: Use of Blusher/Bronzer by Latinas
    • Table 3-5: Use of Lipstick and Lip Gloss by Latinas
    • Table 3-6: Use of Nail Polish/Nail Care Products by Latinas
    • Table 3-7: Use of Perfume, Cologne and Toilet Water by Latinas
    • Table 3-8: Use of Facial Cleansing/Medicated Products/Toners by Latinas
    • Table 3-9: Use of Moisturizers/Creams/Lotions by Latinas
    • Table 3-10: Use of Suntan/Screen and Sunless Products by Latinas
    • Table 4-1: Use of At-Home Hair Coloring Products by Latinas
    • Table 4-2: Use of Home Permanents and Relaxers by Latinas
    • Table 4-3: Use of Shampoo at Home by Latinas
    • Table 4-4 : At-Home Use of Hair Conditioner/Treatment by Latinas
    • Table 4-5: Use of Hair Styling Creams, Gels and Lotions by Latinas
    • Table 4-6: Use of Hair Spray by Latinas
    • Table 4-7: Use of Shampoo at Home by Latino Men
    • Table 4-8: At-Home Use of Hair Conditioner/Treatment by Latino Men
    • Table 4-9: Use of Hair Spray by Latino Men
    • Table 4-10: Use of Hair Styling Creams, Gels and Lotions by Latino Men
    • Table 4-11: Use of Hair Coloring Products and Home Permanents and Relaxers by Latino Men
    • Table 5-1: Use of Hair Removal Products (Bleach, Depilatories, Waxing) by Latinas
    • Table 5-2: Use of Electric and Battery Shavers by Latinas
    • Table 5-3: Use of Disposable Razors/Shavers by Latinas
    • Table 5-4: Use of Razor Blades for Non-Disposable Shavers by Latinas
    • Table 5-5: Use of Shaving Cream or Gel by Latinas
    • Table 5-6: Use of Deodorants and Antiperspirants by Latinas
    • Table 5-7: Use of Contact Lens Cleaning Solutions by Latinas
    • Table 5-8: Use of Eye Drops and Eye Wash by Latinas
    • Table 6-1: Use of After Shave/Cologne by Latino Men
    • Table 6-2: Use of Moisturizers/Creams/Lotions by Latino Men
    • Table 6-3: Use of Facial Cleansing/Medicated Products/Toners by Latino Men
    • Table 6-4: Use of Suntan/Screen and Sunless Products by Latino Men
    • Table 6-5: Use of Electric and Battery Shavers by Latino Men
    • Table 6-6: Use of Disposable Razors/Shavers by Latino Men
    • 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
    • Table 6-9: Use of Deodorants and Antiperspirants by Latino Men
    • 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
    • Table 7-1: Use of Manual Toothbrushes by Latino Men and Latinas
    • Table 7-2: Use of Power Toothbrushes by Latino Men and Latinas
    • Table 7-3: Number of Times per Average Day Latino Men and Latinas Use Manual Toothbrushes and Toothpaste
    • 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
    • Table 7-6: Use of Toothpaste by Latino Men and Latinas
    • Table 7-7: Toothpaste Brands Used Most by Latino Men and Latinas
    • 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
    • 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
    • Table 7-12: Use of Mouthwash/Dental Rinse by Latino Men and Latinas
    • Table 7-13: Brands of Mouthwash/Dental Rinse Used Most Frequently by Latino Men and Latinas
    • Table 8-1: Use of Baby Products by Latino Consumers
    • Table 8-2: Brands of Baby and Children's Products Most Often Used by Latino Consumers
    • Table 8-3: Use of Bath and Shower Products by Latino Consumers
    • Table 8-4: Brands of Bath and Shower Products Used Most by Latino Consumers
    • Figure 2-1: Percent Agreeing They Look for Organic and Natural Products When Shopping for HBC Products
    • Figure 2-2: Annual Expenditures for Personal Care Products, Latino vs. Other Consumer Units
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