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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. 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.