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ReportsnReports - The Latino Household Products Shopper

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Experian Simmons National Consumer Study (NCS) data analyzed in The Latino Household Products Market Shopper demonstrate that Latino shoppers are a prime audience for marketers of household products. ...

Experian Simmons National Consumer Study (NCS) data analyzed in The Latino Household Products Market 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.

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    ReportsnReports - The Latino Household Products Shopper ReportsnReports - The Latino Household Products Shopper Document Transcript

    • The Latino Household Products ShopperReportsnReports.com adds Packaged Facts Market Research Report “The Latino HouseholdProducts Shopper’’ to its store.With a population of 51 million that accounted for more than half of the growth of theAmerican population in the past decade, Latinos continue to expand their influence in theAmerican consumer market. Packaged Facts The Latino Household Products Shopper showshow Latinos have an especially significant impact on the market for household products.Latino households spend more than any other population segment on laundry andhousehold cleaning supplies. In the past decade their spending on these products grew at arate that was nearly three times faster than that of other households. On average, Latinohouseholds are 40% larger than other households, and they are much more likely to usehigh volumes of a broad range of household products.Experian Simmons National Consumer Study (NCS) data analyzed in TheLatino HouseholdProducts Market Shopper demonstrate that Latino shoppers are a prime audience formarketers of household products. For example, they are less likely to select store brandsand 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 revealthat some national brands resonate exceptionally well while others underperform in Latinohouseholds.The report opens with a presentation of topline findings, including an overview of whichnational household products brands perform best in Latino households. The next chapteranalyzes current spending by Latino households on household products and projects totalspending by Latinos on household products through 2016. The report continues withindividual chapters on usage in Latino households of floor cleaning products, generalhousehold cleaning products, kitchen and bathroom cleaning products, laundry anddishwashing products, kitchen products and paper products. Each chapter analyzes thevolume and type of products used by Latino households and assesses the comparativesuccess of major national brands among Latino shoppers.The Latino Household Products Shopper analyzes the usage within Latino households of 32household products tracked by Experian Simmons NCS. These include floor cleaningproducts (disposable wipes, rug cleaners/shampoos, carpet deodorizers/fresheners and floorwax or polish); general household cleaning products (household cleaners, window/glasscleaners and air freshener sprays/room deodorants as well as light bulbs); kitchen andbathroom cleaning products (abrasive cleaners, scouring pads/sponges, drain cleaners,oven cleaners, metal polishers/cleaners and toilet cleaners); laundry and dishwashingproducts (boosters/pre-soaks/pre-cleaners, laundry soaps/detergents, fabric softeners,bleach, spray starch, automatic dishwasher detergent and dishwashing liquid); kitchenproducts (aluminum foil, plastic wrap, plastic freezer/sandwich bags, disposable foodcontainers and plastic garbage bags/trash liners); and paper products (picnic products—
    • including disposable cups and plates and charcoal—paper napkins, paper towels, facialtissues and toilet paper).The principal source of primary research data used in the report is the Fall 2010 ExperianSimmons NCS, which was fielded between October 2009 and December 2010. The reportalso includes data from Packaged Facts March 2011 Food Shopper Insights (FSI) Survey, anonline survey of 2,000 U.S. adults who had shopped for groceries within 24 hours of beingsurveyed. U.S. Government sources include the 2010 Census and 2009 AmericanCommunity Survey of the Census Bureau and data from the Consumer Expenditure Surveyof the Bureau of Labor Statistics (BLS).Table of ContentsChapter 1 Executive SummaryIntroductionBackgroundOverview of the ReportScope and MethodologyScope of the ReportMethodologyThe Latino Household Products Shopper: The ToplineLatinos Fit Profile of Big Spenders on Household Products in Grocery StoresPurchase of Household Products More Likely to Be a Joint Decision in Latino HouseholdsNational Brands of Household Products More Popular with Latino ShoppersMany National Brands Resonate Exceptionally Well with Latino Shoppers, OthersUnderperformLatino Households Offer Growth Opportunities for Household Products MarketersLatino Households More Likely to Use High Volumes of Household ProductsMarket TrendsLatinos Spend the Most on Laundry and Cleaning SuppliesSpending by Latinos on Laundry and Cleaning Supplies Shows Exceptional Growth over LongTermSpending by Latino Consumer Units on Household Products Projected to Reach $9.5 Billionin 2016Use of Floor Cleaning Products by Latino HouseholdsDisposable Wipes Popular in Latino HouseholdsRug Cleaners and Shampoos Used LessLatinos More Likely to Choose Glade Carpet DeodorizersFloor Wax Gets Less Use in Latino HouseholdsUse of General Household Cleaning Products by Latino HouseholdsHeavy Use of Household Cleaners More CommonFabuloso Brand Earns Latino LoyaltyClean Windows Important in Latino HouseholdsAir Fresheners Get High PriorityGlade and Fabreze Room Deodorants Perform Well in Latino HouseholdsMany Latino Households Make Frequent Use of Furniture PolishHalogen Bulbs More Popular in Latino HouseholdsPhilips Succeeds, G.E. Underperforms When Latinos Buy Light BulbsUse of Kitchen and Bathroom Cleaning Products by Latino Households
    • Abrasive Cleaners PopularAjax Wins in Latino HouseholdsScouring Pads Get Heavier UseScotch Brite PrevailsDrain Cleaners Used Less in Latino HouseholdsOven Cleaners More CommonLatino Households Less Likely to Use Metal PolishersLarge Households Mean Greater Use of Toilet Bowl Cleaning ProductsUse of Laundry and Dishwashing Products by Latino HouseholdsLatinos Choose Liquid over Spray Pre-CleanersLatinos Less Likely to Use Liquid Laundry DetergentBrand Choices VaryUse of Fabric Softeners DiffersSuavitel Outpaces Other Fabric Softener BrandsBleach Used More in Latino HouseholdsSpray Starch Use AverageLatino Households Less Likely to Own Dishwashers and Use Automatic DishwasherDetergentFrequent Dishwashing by Hand Much More CommonKitchen Products in Latino HouseholdsDiamond Aluminum Foil Does Well in Latino HouseholdsLatinos Less Likely to Use Plastic WrapMany Latino Households Use Large Numbers of Freezer and Sandwich BagsDisposable Food Containers Used More OftenLatino Households More Likely to Replace Plastic Garbage Bags Nearly Every DayUse of Paper Products in Latino HouseholdsPicnic Products Popular in Latino HouseholdsLatinos Most Likely to Pick Store Brand Disposable Cups and PlatesLatinos Major Force in Market for Paper NapkinsBounty Leads Other National Paper Napkin BrandsPlain White Paper Towels Appeal to LatinosBounty Paper Towels Appeal the Most to LatinosLatinos Prefer Scented Facial TissuesLarge Families Mean More Toilet PaperScott Tissue Has Above-Average Share of Latino MarketChapter 2 The Latino Household Products Shopper: The ToplineHighlights of Latino Household Products Shopper BehaviorLatinos Fit Profile of Big Spenders on Household Products in Grocery StoresTable 2-1: Average Weekly Expenditures on Groceries by Latino HouseholdsPurchase of Household Products More Likely to Be a Joint Decision in Latino HouseholdsTable 2-2: Household Products Purchasing Decisions in Latino HouseholdsNational Brands of Household Products More Popular with Latino ShoppersTable 2-3: Relative Popularity of Store Brands among Latino Household Product ShoppersMany National Brands Resonate Exceptionally Well with Latino Shoppers, OthersUnderperformTable 2-4: Popularity of Selected National Brands of Household Products among LatinoHouseholds
    • Market OpportunitiesLatino Households Offer Growth Opportunities for Household Products MarketersTable 2-5: Summary of Opportunities for Marketing Household Products to LatinoHouseholdsLatino Households More Likely to Use High Volumes of Household ProductsTable 2-6: Household Products with High-Volume Usage in Latino HouseholdsChapter 3 Market TrendsDemographic Trends Affecting the MarketHousehold Structure Key Demographic Driver in Latino Household Products MarketTable 3-1: Household Composition, Latino vs. Non-Latino HouseholdsFigure 3-1: Average Household Size, Latino vs. Non-Latino HouseholdsFigure 3-2: Average Family Size, Latino vs. Non-Latino HouseholdsMajor Differences across National Groups within Latino PopulationTable 3-2: Average Household and Family Size of Latino Households by Major NationalSubgroupTrends in Latino Spending on Household ProductsConsumer Expenditures on Household Products DefinedLatinos Spend the Most on Laundry and Cleaning SuppliesTable 3-3: Expenditures on Laundry and Cleaning Supplies and Other Household Products asPercentage of Total Annual Consumer Expenditures, Latino vs. Other Consumer UnitsFigure 3-3: Annual Expenditures for Laundry and Cleaning Supplies, Latino vs. OtherConsumer UnitsFigure 3-4: Annual Expenditures for Other Household Products, Latino vs. Other ConsumerUnitsSpending by Latinos on Laundry and Cleaning Supplies Shows Exceptional Growth over LongTermTable 3-4: Aggregate Annual Expenditures on Laundry and Cleaning Supplies and OtherHousehold Products by Latino Consumer Units, 2000-2009Figure 3-5: Cumulative Growth in Aggregate Annual Expenditures for Laundry and CleaningSupplies by Latino and Other Consumer Units, 2000-2009Projected Market GrowthGrowth in Latino Population to Continue Despite Slowdown in ImmigrationFigure 3-6: Projected Growth in Latino Population, 2015-2050Spending by Latino Consumer Units on Household Products Projected to Reach $9.5 Billionin 2016Table 3-5: Projected Aggregate Annual Expenditures on Laundry and Cleaning Supplies andOther Household Products by Latino Consumer Units, 2011-2016Chapter 4 Use of Floor Cleaning Products by Latino HouseholdsDisposable Wipes Popular in Latino HouseholdsTable 4-1: Use of Household Cleaning Disposable Wipes/Floor Cleaners by LatinoHouseholdsClorox Leads in Disposable Wipes CategoryTable 4-2: Brands of Household Cleaning Disposable Wipes/Floor Cleaners Used Most byLatino HouseholdsFigure 4-1: Percent of Households Using Leading Brands of Household Cleaning Disposable
    • Wipes/Floor Cleaners, Latino vs. All HouseholdsRug Cleaners and Shampoos Get Less UseTable 4-3: Use of Rug Cleaners/Shampoos by Latino HouseholdsTable 4-4: Brands of Rug Cleaners/Shampoos Used Most by Latino HouseholdsLatinos More Likely to Choose Glade Carpet DeodorizersFigure 4-2: Percent of Households Using Leading Brands of Fabric/CarpetDeodorizers/Fresheners, Latino vs. All HouseholdsTable 4-5: Use of Fabric/Carpet Deodorizers/Fresheners by Latino HouseholdsFloor Wax Gets Less Use in Latino HouseholdsTable 4-6: Use of Floor Wax or Polish by Latino HouseholdsTable 4-7: Brands of Floor Wax or Polish Used Most by Latino HouseholdsChapter 5 Use of General Household Cleaning Products by Latino HouseholdsHeavy Use of Household Cleaners More CommonTable 5-1: Use of Household Cleaners by Latino HouseholdsFabuloso Brand Earns Latino LoyaltyFigure 5-1: Percent of Households Using Leading Brands of Household Cleaners, Latino vs.All HouseholdsTable 5-2: Brands of Household Cleaners Used Most by Latino HouseholdsClean Windows Important in Latino HouseholdsTable 5-3: Use of Window/Glass Cleaners by Latino HouseholdsTable 5-4: Brands of Window/Glass Cleaners Used Most by Latino HouseholdsAir Fresheners Get High PriorityTable 5-5: Use of Air Freshener Sprays/Room Deodorants by Latino HouseholdsGlade and Fabreze Room Deodorants Perform Well in Latino HouseholdsGlade and Fabreze Room Deodorants Perform Well in Latino HouseholdsTable 5-6: Brands of Air Freshener Sprays/Room Deodorants Used Most by LatinoHouseholdsMany Latino Households Make Frequent Use of Furniture PolishTable 5-7: Use of Furniture Polish by Latino HouseholdsTable 5-8: Brands of Furniture Polish Used Most by Latino HouseholdsHalogen Bulbs More Popular in Latino HouseholdsTable 5-9: Use of Light Bulbs by Latino HouseholdsPhilips Succeeds, G.E. Underperforms When Latinos Buy Light BulbsTable 5-10: Brands of Light Bulbs Used Most by Latino HouseholdsFigure 5-2: Percent of Households Using Leading Brands of Light Bulbs,Latino vs. All HouseholdsChapter 6 Use of Kitchen and Bathroom Cleaning Products by Latino HouseholdsAbrasive Cleaners PopularTable 6-1: Use of Abrasive Cleaners by Latino HouseholdsAjax Wins in Latino HouseholdsTable 6-2: Brands of Abrasive Cleaners by Latino HouseholdsFigure 6-1: Percent of Households Using Leading Brands of Abrasive Cleaners,Latino vs. All HouseholdsScouring Pads Get Heavier UseTable 6-3: Use of Scouring Pads/Sponges by Latino Households
    • Scotch Brite PrevailsFigure 6-2: Percent of Households Using Leading Brands of Scouring Pads/Sponges, Latinovs. All HouseholdsTable 6-4: Brands of Scouring Pads/Sponges Used Most by Latino HouseholdsDrain Cleaners Used Less in Latino HouseholdsTable 6-5: Use of Drain Cleaners by Latino HouseholdsOven Cleaners More CommonTable 6-6: Use of Oven Cleaners by Latino HouseholdsLatino Households Less Likely to Use Metal PolishersTable 6-7: Use of Metal Polishers/Cleaners by Latino HouseholdsLarge Households Mean Greater Use of Toilet Bowl Cleaning ProductsTable 6-8: Use of In-Bowl and In-Tank Toilet Cleaners by Latino HouseholdsClorox Most Popular Brand of Toilet Cleaner in Latino HouseholdsTable 6-9: Brands of In-Bowl Cleaners Used Most by Latino HouseholdsTable 6-10: Brands of In-Tank Toilet Cleaners Used Most by Latino HouseholdsChapter 7 Use of Laundry and Dishwashing Products by Latino HouseholdsLaundry ProductsLatinos Choose Liquid over Spray Pre-CleanersTable 7-1: Use of Boosters/Pre-Soaks/Pre-Cleaners by Latino HouseholdsLatinos Less Likely to Use Liquid Laundry DetergentTable 7-2: Use of Laundry Soaps/Detergents by Latino HouseholdsBrand Choices VaryTable 7-3: Brands of Laundry Soaps/Detergents Used Most by Latino HouseholdsFigure 7-1: Percent of Households Using Leading Brands of Laundry Detergents/Soaps,Latino vs. All HouseholdsUse of Fabric Softeners DiffersTable 7-4: Use of Fabric Softeners by Latino HouseholdsSuavitel Outpaces Other Fabric Softener BrandsTable 7-5: Brands of Fabric Softeners Used Most by Latino HouseholdsFigure 7-2: Percent of Households Using Leading Brands of Fabric Softeners, Latino vs. AllHouseholdsBleach Used More in Latino HouseholdsTable 7-6: Use of Bleach by Latino HouseholdsSpray Starch Use AverageTable 7-7: Use of Spray Starch by Latino HouseholdsDishwashing ProductsLatino Households Less Likely to Own Dishwashers and Use Automatic DishwasherDetergentFigure 7-3: Ownership of Automatic Dishwashers, Latino vs. All HouseholdsTable 7-8: Use of Automatic Dishwasher Detergent and Rinse by Latino HouseholdsFrequent Dishwashing by Hand Much More CommonTable 7-9: Use of Dishwashing Liquid (Not Automatic Dishwasher) by Latino HouseholdsPalmolive Dishwashing Liquid Succeeds among LatinosTable 7-10: Brands of Dishwashing Liquid (Not Automatic Dishwasher) Used Most by LatinoHouseholdsChapter 8 Kitchen Products in Latino Households
    • Diamond Aluminum Foil Does Well in Latino HouseholdsTable 8-1: Use of Aluminum Foil by Latino HouseholdsLatinos Less Likely to Use Plastic WrapTable 8-2: Use of Plastic-Type Kitchen Wrap by Latino HouseholdsSaran Plastic Wrap Brand Performs Poorly in Latino HouseholdsTable 8-3: Brands of Plastic-Type Kitchen Wrap Used Most by Latino HouseholdsFigure 8-1: Percent of Households Using Leading Brands of Plastic-Type Kitchen Wrap,Latino vs. All HouseholdsMany Latino Households Use Large Numbers of Freezer and Sandwich BagsTable 8-4: Use of Plastic Freezer/Sandwich Bags by Latino HouseholdsZiploc Brand Holds Own in Latino MarketFigure 8-2: Percent of Households Using Leading Brands of Plastic Freezer/Sandwich Bags,Latino vs. All HouseholdsTable 8-5: Brands of Plastic Freezer/Sandwich Bags Used Most by Latino HouseholdsDisposable Food Containers Used More OftenTable 8-6: Use of Disposable Food Containers by Latino HouseholdsLatino Households More Likely to Replace Plastic Garbage Bags Nearly Every DayTable 8-7: Use of Plastic Garbage Bags/Trash Can Liners by Latino HouseholdsGlad Brand of Plastic Garbage Bags Wins in Latino HouseholdsTable 8-8: Brands of Plastic Garbage Bags/Trash Can Liners Used Most by LatinoHouseholdsChapter 9 Use of Paper Products in Latino HouseholdsPicnic Products Popular in Latino HouseholdsFigure 9-1: Use of Picnic Products, Latino vs. All HouseholdsLatinos Most Likely to Pick Store Brand Disposable Cups and PlatesTable 9-1: Use of Disposable Cups and Plates by Latino HouseholdsLatinos Major Force in Market for Paper NapkinsTable 9-2: Use of Paper Napkins by Latino HouseholdsBounty Leads Other National Paper Napkin BrandsTable 9-3: Brands of Paper Napkins Used Most by Latino HouseholdsFigure 9-2: Percent of Households Using Leading Brands of Paper Napkins,Latino vs. All HouseholdsPlain White Paper Towels Appeal to LatinosTable 9-4: Use of Paper Towels by Latino HouseholdsBounty Paper Towels Appeal the Most to LatinosTable 9-5: Brands of Paper Towels Used Most by Latino HouseholdsLatinos Prefer Scented Facial TissuesTable 9-6: Use of Facial Tissues by Latino HouseholdsLargest Brands of Facial Tissues Underperform in Latino MarketTable 9-7: Brands of Facial Tissues Used Most by Latino HouseholdsLarge Families Mean More Toilet PaperTable 9-8: Use of Toilet Paper by Latino HouseholdsScott Tissue Has Above-Average Share of Latino MarketTable 9-9: Brands of Toilet Paper Used Most by Latino HouseholdsAppendix: Addresses of Selected U.S. Latino Market Resources
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