Average spending on personal care products by Latino consumers jumped 41% to US$7.5B between 2000-2009 compared with 15% by non-Latino consumers, report finds

Michelle Rivera

NEW YORK , November 30, 2011 (press release) – Between 2000 and 2009, aggregate spending by Latino consumer units on personal care products and services grew from $5.3 billion to $7.5 billion, an increase of 41%, according to The Latino Health and Beauty Care Market, a just-released report from Packaged Facts. In contrast, spending by non-Latino consumer units on personal care products and services grew by only 15%.

Moreover, the Census Bureau projects that by 2015 Latinos will account for 20% of 18- to 49-year-olds, an age group that is critically important to marketers and advertisers. Growth dynamics in the personal care market, therefore, will increasingly be shaped by the health and beauty care (HBC) usage patterns and product choices of Latino men and Latinas.

According to The Latino Health and Beauty Care Market, Latinas are more likely than women on average to use eye liner and mascara and less likely to use foundation makeup. Latino men are much more likely than men on average to use skin care products such as moisturizers and facial cleansing products. Both Latino men and Latinas are more likely to choose scented products in the deodorant category, and Latino men are more likely to choose scented shaving cream. Frequent tooth brushing and flossing, additionally, is a characteristic of both Latino men and Latinas.

One of the most distinctive features of the Latino consumer market, according to David Sprinkle, publisher of Packaged Facts, is that it includes a substantial segment of high-volume users of HBC products. For example, Latinas are nearly twice as likely as women on average to have used shampoo 12 or more times in the last seven days, such that they account for 26% of all women in this high-frequency usage category.

When looking for HBC products, moreover, Latinos are more likely than consumers on average to be attracted to products positioned as organic and natural, a pattern that holds for Latino men as well as Latinas.

For more information, please visit http://www.packagedfacts.com/Latino-Health-Beauty-6497880/ or www.marketresearch.com.

About Packaged Facts -- Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer demographics and shopper insights, consumer financial products and services, consumer goods and retailing, consumer packaged goods (including foods and beverages, health and beauty care, and household products), and pet products and services. Packaged Facts also offers a full range of custom research services. To learn more, visit: www.packagedfacts.com. Follow us on Facebook, LinkedIn and Twitter.

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