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Hispanic Consumers Share of Wallet - US - June 2013

Published By :

Mintel

Published Date : Jul 2013

Category :

Banking

No. of Pages : 96 Pages


Hispanics have cut back their spending since the last recession, but are still treating themselves to a certain extent. They are also very reluctant to use any kind of debt to pay for things—preferring to pay cash instead.
Table of Content

Scope and Themes
What you need to know
Definition
Data sources
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms

Executive Summary
Hispanic purchasing power growth rate significantly higher than others
Figure 1: Purchasing power, by race/Hispanic origin, 1990-2017
Hispanics are more cautious post-recession, sacrifices and trade-offs are made
Figure 2: Average annual expenditures by Hispanic consumer units, by category, 2003-11, in current dollars
Household expenditures are expected to remain the same
Figure 3: Spending on household essentials in the next 30 days, by race/Hispanic origin, October 2011-November 2012
Clothing expenditures likely to decline with increases in transportation costs
Figure 4: Changes in household spending year over year, January 2013
Men plan to have more fun while women focus on necessities
Figure 5: Changes in household spending year over year—spending more, by gender and household income, January 2013
A small percentage report they are struggling or in trouble financially
Figure 6: Changes in financial situation year over year, by languages spoken in home, January 2013
What we think

Issues in the Market
Is a rise in costs negatively impacting the financial health of Hispanic consumers, and how does this compare to 2010?
Figure 7: Average annual expenditures, Hispanic households, by expenditure category, 2010-11
Are Hispanic consumers improving in their ability to build their savings accounts compared to 2010? Does this present an opportunity for financial institutions to promote ways to save to Hispanics?
Figure 8: Changes in spending and savings habits of the Hispanic household, January 2010 and January 2013
Figure 9: Hispanics’ attitudes toward personal finances, October 2011-November 2012
Are Hispanics spending more or less on big-ticket items compared to 2010, and how should retailers react/respond to this trend?
Figure 10: Likelihood of making a big-ticket or medium-ticket purchase in the next 30 days, by race/Hispanic origin, October 2011-November 2012

Inspire Insights
Trend: Prepare for the Worst
Figure 11: Financial situation versus year prior, by race/Hispanic origin, October 2011-November 2012
Trend: Extend My Brand
Futures Trend: Generation Next

Hispanic Purchasing Power
Key points
Hispanic purchasing power is growing faster than the general population
Figure 12: Purchasing power, by race/Hispanic origin, 1990-2017
Figure 13: Graph: Purchasing power, by race/Hispanic origin, 1990-2017
Hispanics represent 10% of the nation’s total buying power
Figure 14: Top 10 states ranked, by share of Hispanic buying power, 2012
California, Texas, and Florida account for 55% of Hispanic buying power
Figure 15: Top 10 states ranked by value of Hispanic buying power, 2012

Changes in Household Expenditures
Key points
Education expenditures increased by 70% since the recession
Figure 16: Average annual expenditures by Hispanic consumer units, by category, 2003-11, in current dollars
Hispanics’ spending increased in 2011 in nearly every category
Figure 17: Average annual expenditures by all consumer units, by category, 2003-11, in current dollars

Larger Share of Wallet Expenditures
Key points
Utilities, transportation, and groceries are leading expenditures
Figure 18: Top three household expenses, by household size, January 2013
Higher-income earners spend more, except on clothing and footwear
Figure 19: Top three household expenses, by gender and household income, January 2013
Acculturated Hispanics spend more on medical, childcare, and education
Figure 20: Top three household expenses, by languages spoken in home, January 2013
Figure 21: Top three household expenses, January 2013
Hispanics spend more on food at home than they do at restaurants
Figure 22: Distribution of annual average expenditures for food and beverages, by Hispanic origin of reference person, 2011
Hispanics spend less on life insurance and retirement plans than other consumers
Figure 23: Distribution of average annual expenditures for personal insurance and pensions, by Hispanic origin of reference person, 2011
Lack of insurance may be driving lower expenditures on healthcare services and medication
Figure 24: Distribution of average annual expenditures for health care, by Hispanic origin of reference person, 2011

Smaller Share of Wallet Expenditures
Key points
Hispanics spend more on men’s and children’s apparel and footwear
Figure 25: Annual apparel expenditures by race/Hispanic origin, October 2011-November 2012
Latinas spend more on products that make them look and feel good
Figure 26: Distribution of average annual expenditures for personal care, by Hispanic origin of reference person, 2011
Figure 27: Percentage distribution of average annual expenditures for personal care products, by Hispanic origin of reference person, 2011
Eight out of 10 education expenditures are spent on tuition
Figure 28: Percentage distribution of average annual expenditures for education, by Hispanic origin of reference person, 2011

Spending and Saving Habits
Key points
Hispanics prefer paying cash so big-ticket items are well thought out
Figure 29: Likelihood of purchasing big- or medium-ticket items in next 30 days, Hispanics, October 2011-November 2012
Figure 30: Likelihood of making a major purchase in the next 30 days, by race/Hispanic origin, October 2011-November 2012
Figure 31: Hispanics’ Attitudes toward personal finances, October 2011-November 2012
Household expenditures are expected to remain the same
Figure 32: Spending on household essentials in the next 30 days, by race/Hispanic origin, October 2011-November 2012
Hispanics are receptive to messages about financial services
Figure 33: Attitudes toward personal finance, by race/Hispanic origin, October 2011-November 2012
Clothing expenditures likely to decline with increases in transportation costs
Figure 34: Changes in household spending year over year, Hispanics, January 2013
Men plan to have more fun while women focus on necessities
Figure 35: Changes in household spending—spending more, by gender and household income, January 2013
Bilingual Hispanics experienced the largest spending hike
Figure 36: Changes in household spending—spending more, by languages spoken in home, January 2013
Entertainment expenditures will take the biggest hit
Figure 37: Changes in household spending—spending less, by gender and household income, January 2013
One fourth of Hispanics say they’re better off today than a year ago
Figure 38: Financial expectations for next 12 months, by race and Hispanic origin
Hispanics are optimistic and confident in what the future holds
Figure 39: Financial expectations for next 12 months, by race/Hispanic origin, October 2011-November 2012
Older Hispanics hit the hardest and less likely to be saving
Figure 40: Changes in spending and saving habits in last year, by age, January 2013
Younger Hispanics saving more money than older people
Figure 41: Amount saved monthly, by age, January 2013
English-speaking Hispanics spending and saving less
Figure 42: Changes in spending and saving habits in last year, by languages spoken in home, January 2013
Men are more likely than women to save
Figure 43: Monthly saving habits, by gender and household income, January 2013

Attitudes Toward Personal Finance
Key points
Most Hispanics maintaining lifestyles with little extra money to splurge
Figure 44: Description of current financial situation, by employment, January 2013
A small percentage report they are struggling or in trouble financially
Figure 45: Description of current financial situation, by languages spoken in home, January 2013
College graduates much less likely to have income decline
Figure 46: Change in household income in last year, by education, January 2013
One third of Hispanics report steady income
Figure 47: Changes in household income in last year, by employment, January 2013
Spanish-speaking Hispanics say their income remained the same
Figure 48: Changes in household income in last year, by languages spoken in home, January 2013

Marketing Strategies
Key points
Figure 49: Happy Hispanic Stereotype Month ad, 2013
Figure 50: Hola Mexico Case Study – Adios Clichés
Figure 51: Hola Mexico Case Study – Adios Clichés

U.S. Hispanic Population
Key points
Hispanics make up the largest U.S. minority group
Figure 52: Population, by race/Hispanic origin, 2008-18
Figure 53: Population, by race/Hispanic origin, 1970-2020
Figure 54: Asian, Black, and Hispanic populations, 1970-2020
The Hispanic and non-Hispanic population
The Hispanic and total U.S. population by age
Figure 55: U.S. Hispanic population, by age, 2008-18
Figure 56: U.S. Population, by age, 2008-18
The Hispanic and total U.S. population by gender
Women
Figure 57: Hispanic women, by age, 2008-18
Figure 58: Total U.S. women population, by age, 2008-18
Men
Figure 59: Hispanic men, by age, 2008-18
Figure 60: Total U.S. men population, by age, 2008-18
Generations
Hispanics by generation
Figure 61: Generations—Hispanics vs. non-Hispanics, 2011
U.S. household income distribution
Figure 62: Median household income, by race/Hispanic origin of householder, 2011
Hispanic income levels
Figure 63: Largest Hispanic states, by Hispanic disposable income, 2010
The Hispanic household
Figure 64: Average household size, by Hispanic origin/race of householder, 2001, 2008 and 2011
Figure 65: Households, by number of people in the household—Hispanics vs. all households, 2011
Hispanics by country of origin/heritage
Figure 66: Hispanic population, by type, 2000-10
Figure 67: Hispanics, by country of origin/heritage, 2010
Hispanics by geographic concentration
Figure 68: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
Figure 69: Hispanic population, by region of residence, 2000-10
Figure 70: Hispanic population, by region, 2010
Figure 71: 10 places* with highest number of Hispanics, 2010
Figure 72: 10 places* with the largest share of Hispanics, 2010
States with the most Hispanic population growth
Figure 73: States ranked by change in Hispanic population, 2000-10
Figure 74: Five states with the greatest percentage of Hispanic growth, 2000-10
Key Hispanic metropolitan areas
Figure 75: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
Figure 76: U.S. Hispanic households, by metropolitan status, 2006-11
Acculturation
What is acculturation?
Why is level of acculturation important?
Levels of acculturation
Figure 77: Hispanics, by acculturation and assimilation level, 1998-2008
What is retroacculturation?

Appendix – Additional Tables
Figure 78: Top three household expenses, by household income, January 2013
Figure 79: Top three household expenses, by languages spoken in home, January 2013
Figure 80: Amount saved monthly, by languages spoken in home, January 2013

Appendix – Trade Associations

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