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Hispanic Consumers Haircare, Beauty and Grooming Products Market Analysis and Share in US 2014

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Hispanic Consumers Haircare, Beauty and Grooming Products Market Analysis and Share in US 2014

Most up-to-date research on "Hispanic Consumers Haircare, Beauty and Grooming Products - US - September 2014" to its huge collection of research reports.

Hispanics tend to overindex on spending and use of most beauty product categories. However, competing in this market is not easy as brand usage tends to be very fragmented. In this environment, brands that learn to use recommendations from friends and family in their favor may have an opportunity to start making a difference.

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Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Consumer survey data
Expenditure data
Abbreviations and terms
Abbreviations
Terms
Acculturation
Figure 1: Hispanics by level of acculturation, March 2014
Figure 2: Hispanics’ gender, age, household income, and language spoken at home, by level of acculturation, March 2014

Executive Summary

Hispanics spent $3.8 billion on beauty products in 2012
Figure 3: Average expenditures for personal care products and beauty products, by Hispanic and non-Hispanic households, indexed to all households, 2012
Hispanic women’s usage of beauty products is higher on all categories when compared to non-Hispanic women
Figure 4: Women’s usage of beauty products, by Hispanic origin, January 2013-March 2014
Conditioning, styling, coloring more prevalent among Hispanics
Figure 5: Usage of hair products, by Hispanic origin, January 2013-March 2014
The use of moisturizers is common among Hispanics, but lip care and sun care products have significant room to grow
Figure 6: Usage of skin products, by Hispanic origin, January 2013-March 2014
Hispanic consumers are highly engaged in the fragrance category
Figure 7: Usage of fragrances, by Hispanic origin, January 2013-March 2014
Younger Hispanics spend more time on grooming routine
Figure 8: Time Hispanics spend on grooming routine, by gender and age, March 2014
Link between looks and success diminishes with acculturation
Figure 9: Hispanics’ attitudes toward looks, by level of acculturation, March 2014
Unacculturated Hispanics enjoy uncovering what the market has to offer
Figure 10: Hispanics’ attitudes toward beauty products, by level of acculturation, March 2014
What we think

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Issues and Insights

Using a Hispanic spokesperson may not be enough to appeal to this market
The issues:
The implications:
Appealing to Hispanics in a fragmented market
The issues:
The implications:
Starting a relationship with Hispanics when they are young
The issues:
The implications:

Trend Application

Trend: Open Diary
Trend: Patriot Games
Trend: Man in the Mirror

Hispanic Expenditures on Beauty Products

Key points
Personal care spending increasing slightly
Figure 11: Average expenditures by Hispanic households for personal care products and services, at current prices, three-year rolling averages, 2007-12
Figure 12: Average expenditures by Hispanic households for beauty products, at current prices, three-year rolling averages, 2007-12
Hispanics overindex on beauty product spending
Figure 13: Average expenditures for personal care products, by Hispanic and non-Hispanic households, indexed to all households, 2012

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