The All Important Hispanic Consumer
Posted July 2016
We first wrote about the Hispanic market in early 2013 and the market continues to gain momentum. In the next few years, successfully connecting with the Hispanic consumer will be a key component in the growth of any Brand. The Hispanic population is 50 million strong and it is the fastest growing consumer segment in the United States. But most importantly, Hispanic consumers over-index on fragrance, cosmetics and personal care spending.
Overall, the US population is getting older – but the Hispanic population is among the youngest consumer groups. Their average age is 27 years. They have a strong sense of heritage; culture and traditions drive daily activities. The use of bilingual packaging is a good way to get the attention of Hispanic consumers – and it will help differentiate your product from others in the market.
Personal Care Purchase Drivers
The top three attributes Hispanic consumers seek in their personal care products are moisturization, deodorizing ingredients and exfoliation. In addition, Hispanic consumers are interested in products that offer added benefits such as anti-aging and skin firming and products that specifically address skin problems such as oily skin and hyper-pigmentation. They tend to gravitate toward Brands more than private label and are willing to spend a premium on a product if they feel it really works.
The Hispanic consumer gathers information from friends and family – frequently via social media. They are avid online shoppers, but they also like to shop at mass retailers like Walmart that offer low prices and convenience.
Our global reach, and our access to relevant trend information, means that Bradford is the perfect resource for developing effective products for this dynamic and important demographic.