Mintel: Hispanic Still Favor National Brands for Personal Care

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February 8, 2011

When times are tough many consumers, especially lower-income households, trade down to less expensive products, but Spanish-dominant Hispanics, break the mold, according to Mintel research.

In fact, lower-income Spanish-dominant Hispanics are still buying name brand personal care products at a higher rate than their English-dominant counterparts, according to Mintel.

Sixty-four percent of Hispanics surveyed with income between $25,000 and $49,999 said they still buy name brand body soaps or shower gels. Meanwhile, 64 percent of Spanish-dominant Hispanics, compared to 58 percent of English-dominant Hispanics said they continue to buy name brand body soaps or shower gels despite the economic downturn.

“Spanish-dominant Hispanics are most likely to stick to their favorite brand of hand soap, body soap and shower gel, signifying that less acculturated Hispanics remain loyal to the same brand despite the economy,” says Leylha Ahuile, senior multicultural analyst at Mintel. “English-dominant Hispanics tend to have higher household incomes and apparently are less concerned with brand name soaps and more focused on saving money.”

Spanish-dominant consumers are also more likely to stick to their favorite name brand lotions (51 percent versus 35 percent for English-dominant consumers), facial cleansers (27 percent versus. 20 percent) and toothpaste or mouthwash (69 percent versus 65 percent), refusing to trade down to more affordable private label personal care products.

“In spite of Hispanics’ lower-than-average household income level, they indexed higher than non-Hispanics in the consumption of personal care products in 2009,” Ahuile said. “Over the last six years, Hispanics have consistently increased their spending on personal care products. And within personal care, Hispanics index higher than non-Hispanics in the sub-categories of hair care products and bath products.”

However, lower-income Hispanics are still interested in saving a few dollars with multifunctional products — 65 percent of those who earn between $25,000 and $49,999 are interested in two-in-one shampoos/conditioners and 83 percent would be more inclined to purchase toothpaste that can also serve as a mouthwash and whitener.

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