The market brand research company Mintel latest research is showing that regardless of income levels and/or economic downturn Hispanics remain loyal to name brand personal products and do not opt for less-expensive items to save money.
Sixty-four percent of Hispanics surveyed that had incomes between $25,00-$49,999 claim to buy the same brand personal products like soaps and gels regardless of their income level. This remains true if the household is Spanish or English dominant, though English dominant households are more focused on saving money.
“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 econ¬omy,” says Leylha Ahuile, senior multicultural analyst at Mintel.
Therefore in spite of lower–than-average income levels Hispanics do not like to trade down on small personal luxuries like getting rid of their favorite bath gel, body lotion or toothpaste.