|
|
 |
|
Viewing report
|
|
|
|
Marketing to Hispanic Moms in the United States 2008
Mintel, Sep 2008, Pages: 81
Scope and Themes
What you need to know
Definition
Data sources
Consumer survey data
Executive Summary
Demographic composition of the Hispanic market
Acculturation
Hispanic mothers: demographics and language preferences
Hispanic moms’ attitudes towards children, shopping, advertising and self
Children’s personal care
Food, cooking, health and sustainability attitudes
Baby food and formula usage
Spanish-language advertisements and media
Demographic Composition of the Hispanic Market
Key points
The Hispanic segment is growing quickly as the U.S. becomes increasingly more diverse
Figure 1: Population, by race and Hispanic origin, 2003-13
Hispanic households have more children under 18
Figure 2: Households, by presence of children and Hispanic origin, 2006
High proportion of Hispanics under 14
Figure 3: Hispanic population, by age, 2003-13
Hispanics live in larger households
Figure 4: Average household size, by Hispanic origin/race of householder, 2001 and 2006
Figure 5: Households, by number of persons in the household—Hispanics vs. non-Hispanics, 2006
Figure 6: Hispanic households, by type, 2006
Heritage and location within the U.S.
Figure 7: Hispanic population, by region and by country of origin/heritage, 2006
Over 7 in 10 Hispanics live in 5 states
Figure 8: Hispanic population in top five states, by region/country of origin, 2006
The 10 largest Hispanic metros are made up of populations with different heritages
Figure 9: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2006
Income levels vs. total disposable income within some states
Figure 10: Median household income, by race and Hispanic origin of householder, 2006
Figure 11: Largest Hispanic markets, by Hispanic disposable income, 2005
States with the fastest growth of Hispanic populations
Figure 12: Hispanic population, greatest percentage increase, by state, 2000 and 2006
Figure 13: Percentage change in Hispanic buying power, by state, 1990-2007
Acculturation
Key points
What is acculturation?
Why is level of acculturation important?
Key drivers of acculturation
Levels of acculturation impact the consumer mindset
Un-acculturated
Bicultural
Acculturated
What is retro-acculturation?
Most Hispanics prefer to speak Spanish when at home
Figure 14: Hispanics, language spoken in the home, 2002 and 2007
Most Hispanics were born in the U.S.
Figure 15: Native-born/foreign-born Hispanics, 2000 and 2006
Hispanic Mothers: Demographics and Language Preferences
Key points
Important segment to manufacturers of children’s products
Figure 16: Fertility rate, by race & Hispanic origin of mother, 1996-2006
Age of moms
Figure 17: Age comparison of Hispanic and non-Hispanic mothers, by age, 2007
Household composition
Figure 18: Household size, by Hispanic and non-Hispanic mothers, February 2006-March 2007
Education
Figure 19: Formal education comparison of Hispanic and non-Hispanic mothers, February 2006-March 2007
Employment
Figure 20: Employment comparison of Hispanic and non-Hispanic mothers, February 2006-March 2007
Income
Figure 21: Income comparison of Hispanic and non-Hispanic mothers, February 2006-March 2007
Hispanic moms’ language preferences
Figure 22: Language preferred when watching TV, by all Hispanics and Hispanic moms, February 2006-March 2007
Figure 23: Language preferred when reading, by all Hispanics and Hispanic mothers, February 2006-March 2007
Hispanic Moms’ Attitudes towards Children, Shopping, Advertising and Self
Key points
Hispanic mother’s top concerns
Figure 24: Factors Hispanic mothers worry about when caring for children, by English- or Spanish-speaking, August 2008
Hispanic moms’ attitudes towards their children
Figure 25: Attitudes towards kids, by Hispanic vs non-Hispanic mothers, January-November 2007
Shopping preferences
Figure 26: Hispanic mothers’ attitudes towards kids, by language preferred when reading, January-November 2007
Hispanic mothers’ shopping patterns
Figure 27: Lifestyle attitudes, by Hispanic vs non-Hispanic mothers, January-November 2007
Figure 28: Lifestyle attitudes of Hispanic mothers, by language preferred when reading, January-November 2007
Reaching moms with coupons and advertising
Figure 29: Attitudes towards marketing, by Hispanic vs. Non-Hispanic mothers, January-November 2007
Figure 30: Hispanic mothers’ attitudes towards marketing, by language preferred when reading, January-November 2007
Attitudes towards TV ads and the Internet
Figure 31: Effect of advertising on Hispanics, by language, January-November 2007
Figure 32: Purchasing drivers among Hispanic mothers, by English or Spanish speakers, August 2008
Hispanic and non-Hispanic mothers view themselves somewhat differently
Figure 33: Psychographics, by Hispanic vs Non-Hispanic mothers, January-November 2007
Figure 34: Hispanic mothers’ psychographics, by language preferred when watching TV, January-November 2007
Spanish-speaking Moms tend to spend more time with their kids
Figure 35: Hispanic mothers’ frequency of activities without children present, by English- or Spanish-speaking, August 2008
Children’s Personal Care
Key points
Hispanic vs. non-Hispanic moms’ approach to baby cleanliness
Figure 36: Wipe, bathing and lotion usage, by Hispanic vs non-Hispanic mothers, January-November 2007
Diapers
Figure 37: Number of disposable diaper or training pants used on an average day in the last 6 months, by Hispanic vs. Non-Hispanic mothers, January-November 2007
Figure 38: Type of disposable diaper or training pants used, by Hispanic vs non-Hispanic mothers, January-November 2007
Figure 39: Disposable diaper or training pants brand usage, by Hispanic vs non-Hispanic mothers, January-November 2007
Looking for Huggies: A case study in marketing baby care products
Wipes
Figure 40: Average number of pre-moistened wipe/clothes used by HH in last 7 days, Hispanic vs non-Hispanic mothers, January-November 2007
Figure 41: Pre-moist wipes/cloth brand usage, by Hispanic vs non-Hispanic mothers, January-November 2007
Oils and lotions
Figure 42: Who uses baby oil and baby lotion, by Hispanic vs non-Hispanic mothers, January 07 - November 07
Figure 43: Number of times baby oil was used in the last 7 days, by Hispanic vs non-Hispanic mothers, January-November 2007
Figure 44: Number of times baby lotion was used in the last 7 days, by Hispanic vs non-Hispanic mothers, January-November 2007
Figure 45: Baby oil and lotion brand usage, by Hispanic vs non-Hispanic mothers, January-November 2007
Food, Cooking, Health and Sustainability Attitudes
Key points
Hispanic mothers have unique eating preferences
Figure 46: Lifestyle attitudes, by Hispanic vs. Non-Hispanic mothers, January-November 2007
Figure 47: Hispanic mothers’ lifestyle attitudes, by language preferred when reading, January-November 2007
Health and wellness trends
Figure 48: Attitudes towards sustainability and health, by Hispanic vs. Non-Hispanic mothers, January-November 2007
Figure 49: Hispanic mothers’ attitudes towards health and sustainability, by language preferred when reading, January-November 2007
Baby Food and Formula Usage
Key points
Baby formula
Figure 50: Liquid/powdered baby formula usage by Hispanic vs non-Hispanic mothers with children aged three or under, January-November 2007
Baby food
Figure 51: Usage of baby foods, baby cereals and/or juice usage, by Hispanic vs. Non-Hispanic mothers with children aged three or under, January-November 2007
Natural and organic products
Crossing the Cultural Divide: An Analysis of Spanish Language Advertisements and Media
Factors to consider when developing a strategy to target Hispanic moms
Spanish-language sites for moms
Leveraging the importance of nutrition to Spanish-speaking moms
Iconography and messaging with broad appeal
Huggies in print and on TV
Figure 57: Huggies Natural Fit television ad, 2008
Appendix: Other Useful Consumer Tables
Figure 58: Hispanic mothers’ attitudes towards lifestyles, by language preferred when watching TV, January-November 2007
Figure 59: Hispanic mothers’ attitudes towards kids, by language preferred when watching TV, January-November 2007
Figure 60: Hispanic mothers’ attitudes towards kids, by nativity, January-November 2007
Figure 61: Hispanic mothers’ psychographics, by language preferred when reading, January-November 2007
Figure 62: Hispanic mothers’ attitudes towards sustainability and health, by nativity, January-November 2007
Figure 63: Hispanic mothers’ attitudes towards marketing, by language spoken at home, January-November 2007
Figure 64: Hispanic mothers’ psychographics, by language spoken at home, January-November 2007
Figure 65: Hispanic mothers’ attitudes towards shopping, by language spoken at home, January-November 2007
Figure 66: Hispanic mothers’ attitudes towards cooking and eating, by language spoken at home, January-November 2007
Figure 67: Hispanic mothers’ attitudes towards sustainability and health, by language spoken at home, January-November 2007
Customers who bought this item also bought
Hispanic Acculturation Process in the United States 2009
Hispanic Shopping and Spending Patterns in the United States 2008
The Hispanic Consumer Trend Report
Hispanic Finances and Financial Services in the United States 2009
Hispanics and the Retail Experience in the United States 2009
Hispanic Americans Online: A Fragmented Population
Hispanics and Beverages in the United States 2008
Hispanic Entertainment in the United States 2009
Hispanics Online in the United States 2009
Hispanics and Personal Care in the United States 2009
US Hispanic Media Usage
The Economic Impact of Hispanics on the U.S. Marketplace in the United States 2009
|
|
|
|
