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BizReport : Ecommerce archives : September 28, 2011

Latino households 40% bigger, spend more on household products

Latino households are larger and spend more than any other population segment on household and laundry products, according to new market research from Packaged Facts. Some big brands are responding by featuring the Spanish language and celebrities on packaging and in marketing campaigns.

by Helen Leggatt

In the last 10 years Latino spending on household products has grown at a rate nearly three times faster than other population segments. Packaged Facts estimates that, while Latino households spend, on average, $80 or more each week on groceries, almost half (42%) spend $125 or more.

The report "The Latino Household Products Shopper" also notes that Latino households are 40% larger than others and, therefore, more likely to use more of a product. Latinos also prefer to national brands over store brands.

"Latinos, as part of the big spender segment in grocery stores, represent prime targets for marketers of household products, both in the store and before the store," Packaged Facts publisher David Sprinkle said.

In an effort to win over Latino consumers some businesses, including the likes of Proctor and Gamble, are starting to use the Spanish language on packaging and using relevant celebrities in their marketing.

"You've got to consistently shift your business model to target where the growth is," Melanie Healey, P&G's group president of North America, told the Wall Street Journal.

Tags: brand awareness, Latino, Packaged Facts, product marketing

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