Fifty-one million strong and with households that spend more than any other population segment on laundry and household cleaning supplies, Latinos have an especially significant impact on the market for household products, according to The Latino Household Products Shopper by market research publisher Packaged Facts.
“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,” says David Sprinkle, publisher of Packaged Facts.
The report identifies a high correlation between overall spending by U.S. households on groceries and spending on household products. Experian Simmons data reveals that 68% of Latino households spend an average of $80 or more per week on groceries, while 42% of Latino households spend an average of $125 or more. Packaged Facts’ proprietary survey data show that grocery shoppers who spent at least $80 on their last grocery shopping trip are 41% more likely than shoppers on average to buy household products such as laundry and household cleaners, paper products and plastic products.
In the past decade, Latino spending on household products grew at a rate nearly three times faster than that of other households. On average, Latino households are 40% larger than other households and are much more likely to use high volumes of a broad range of household products—with a strong preference for national brands over store brands.