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The Latino Health and Beauty Care Shopper


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).


Table of Contents :


Chapter 1 Executive Summary



Overview of the Report

Scope and Methodology

Scope of the Report


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

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