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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer: The Hispanic Market Imperative
Mónica GilSVP, Public Affairs and Government Relations
@nielsenwire #diverseintelligence
OPPORTUNITY
HISPANICAMERICANS
12th LARGESTECONOMY
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Hispanic population growth projected to outpace all ethnic groups over the next 40 years
* Excludes American Indian, Alaska Native, Hawaiian & Other Pacific Islanders
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
Projected U.S. Population Growth From 2010 to 2050
+167%+142%+56%+1%
+42%
Total WhiteNon-Hispanic Black Asian* Hispanic
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
US LATINOS ARE 52 MILLION STRONG
2010-2015 ESTIMATES:
1,151,228 BORN
EVERY YEAR
3,152BORN
EVERY DAY
95,936BORN
EVERY MONTH
131BORN
EVERY HOUR
SOURCE: GEOSCAPE: AMERICAN MARKETSCAPE DATA STREAM 2010 SERIES
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Can you afford to miss out?The growing purchasing power of the Hispanic consumer
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
$1 Trillion buying power
$1.5 Trillion buying power
52 million
Hispanics in the U.S.
50% growth
in purchasing power by
2015 2010 2015
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Latinos fuel growth in key sectors
Source: IBIS World, producer of Industry Research Reports
Residential buying
Food
Retail
Education
Financial
Transportation
Entertainment and media industries
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Distinctly different ‘buy’ behaviors displayed by HispanicsHispanics product consumption is indeed unique in many respects and well differentiated in comparison to U.S. consumers overall
* average= White Non-Hispanic
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
But Latinos spend more per trip than average*
$52 vs. $47
Latinos make fewer trips to thestore than average*
143 vs.149
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
What’s in the basket?
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
Category Hispanic Dollar Index to Total Household
Dried Vegetables and Grains 221
Hair Care 154
Shortening Oil 152
Baby Food 150
Women’s Fragrances 149
Grooming Aids 144
Disposable Diapers 144
Family Planning 142
Photographic Supplies 142
Baby Needs 137
Top 10 Hispanic Product CategoriesPurchase Index: Share of Hispanic Dollar Sales Divided by U.S. Household Dollar Share x 100
For Hispanics, brand loyaltyPrevails in three categories ALL CPG:
1. Hair care2. Baby products3. Health & Beauty
Source: Nielsen Homescan 01/02/2011-12/31/2011R
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
LATINOS: YOUNG & CONNECTED
WATCH 33 HOURSOF TV PER WEEK
SEND / RECEIVE941 TEXTS PER MONTH
STREAM 6:15 HOURSOF VIDEO PER MONTH
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Latinos are Vital to America’s Future
