Demographics on Hispanic Consumers

in the Cosmetic Industry

By: Alyssa Collier

What are Demographics?

Demographics Refer to statistical

descriptions of characteristics of a population, such as age, race, income, educational attainment, etc. (Miller).

Hispanics make up 17% of the United States population.

According to the United States Census Bureau, the Hispanic’s population will increase by 115% by 2060.

Making them 29% of the United States total population.

For example,

What does this mean for the

Cosmetics Industry?

94% of U.S. households own products from the health and beauty industry.

That is almost every household in the United

States!

-Neilsen.com

“Hispanics are the ‘Foundation’ for Beauty Category

Sales”

Constant changing demographics in the

Hispanic community has greatly helped raise sales

in this industry due to their growing population.

Hispanics hold: 16% of total U.S. hair care

products sales 14% overall fragrance sales 13% of cosmetic sales

Even the Men are Contributing

Men making their beauty mark

outspending many others on several different types of cosmetics.

a 10% spending growth between 2013 and 2014.

Why are Hispanics the target

consumers?

According to the article, Hispanics are such a large group of consumers because of their diversity.

Hispanic Subgroups: Spaniards Puerto-Ricans Mexicans Cubans Central and South

Americans

Multiple different Hispanic cultures play a part in the demographics of this industry.

However, Hispanics are not a

“monolithic demographic” They are not only made up

of one characteristic

Remember to consider:

Different needs from different generations

Age Language Gender Income

Tips: Use demographics as an ally when helping

to reach out to all customers. No one is the same, and each consumer

has specific needs. Remember that statistics are constantly

changing. Adjust to any new information, and apply

it to multiple forms in the industry.

Works CitedColby, Sandra L., and Jennifer M. Ortman. "Projections of the Size and Composition of the U.S. Population: 2014 to 2060." Census.gov. 1 Mar. 2015. Web. 22 Sept. 2015.

"Hispanic Consumers Are the "Foundation" for Beauty Category Sales." Www.nielsen.com. Newswire, 23 Feb. 2015. Web. 22 Sept. 2015. <http://www.nielsen.com/us/en/insights/news/2015/hispanic-consumers-are-the-foundation-for-beauty-category-sales.html>.

Miller, Katherine. Organizational Communication: Approaches and Processes. 2nd ed. Belmont, CA: Wadsworth Pub., 1999. Print.