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Marketing to Hispanic Moms - US - September 2016

Published By :

Mintel

Published Date : Sep 2016

Category :

Advertising and Marketing

No. of Pages : N/A

Hispanic moms are devoted to their families and their homes. They feel they are doing a good job as mothers. They recognize there are challenges associated with motherhood and managing their households. However, unacculturated Hispanics seem to welcome those challenges and be mentally ready to handle them; as Hispanic moms become more acculturated and their expectations change, Hispanic moms are more open to express frustration, which can open the door for brands to offer convenient solutions and shortcuts to make their lives more manageable.

Table of Contents

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The issues
Hispanic moms trust their own mothers deeply
Figure 1: Value of parenting resources – Most valuable, Hispanic moms indexed to all, July 2016
Hispanic moms have positive view of themselves and other moms
Figure 2: Hispanic moms’ perception of self as a mother versus their own moms and the typical mom, July 2016
Main concerns are related to long-term wellbeing of their children
Figure 3: Concerns moms have for their children, Hispanic moms indexed to all, July 2016
The opportunities
Exploring the opportunities (they vary by sub-segment)
Figure 4: Hispanic moms’ challenges of motherhood – Sacrifices, by household income, July 2016
Helping unacculturated Hispanic moms
Figure 5: Hispanic moms’ attitudes toward pressure, by level of acculturation, July 2016
Getting ready for children
Figure 6: Activities moms do with children, Hispanic moms indexed to all, July 2016
What it means

THE MARKET – WHAT YOU NEED TO KNOW

HISPANIC MOMS BY THE NUMBERS

Hispanic households more likely to include children, and therefore moms
Figure 7: Presence of children in household, by race and Hispanic origin, 2015
There are almost 6.9 million Hispanic moms in the US
Figure 8: Estimated number and share of Hispanic moms who have children younger than 18 living in the household, by type of household, 2015

MARKET PERSPECTIVE
Hispanic moms’ moms tend to be foreign born
Figure 9: Hispanic moms with US-born mothers, by language spoken at home, February 2015-March 2016
Having children may raise the importance of Spanish and Hispanic culture
Figure 10: Importance of teaching Spanish to children – Hispanic moms versus Hispanic women without children, by age, February 2015-March 2016
Speaking English is important even in Spanish-dominant households
Figure 11: Hispanic moms’ perception of importance of speaking English and Spanish at home, by language spoken at home, February 2015-March 2016
Having children prompts Hispanic moms to become an unifying factor in their families
Figure 12: Importance of family reunions – Hispanic moms versus Hispanic women without children, by age, February 2015-March 2016
Working moms’ income makes the difference
Figure 13: Hispanic moms’ employment status, by household income, July 2016

MARKET FACTORS
Hispanic moms have larger households to manage
Figure 14: Average household size and average number of adults and children in households, by race and Hispanic origin, 2015
The Hispanic market is young and bicultural
Figure 15: Population by Hispanic origin and generation share, 2016
In many cases, Hispanic moms have to do more with less
Median household income for Hispanics significantly below national median
Figure 16: Median household income, by race and Hispanic origin of householder, 2014
Figure 17: Household income distribution, by race and Hispanic origin of householder, 2014

IDEAS WORTH EXPLORING
Understanding the influence of others
Defining how to talk to Hispanic moms
Addressing concerns
Communicating value
Segmenting the market

THE CONSUMER – WHAT YOU NEED TO KNOW
Personal advice trumps advice from media
Hispanic moms see themselves in good light
Hispanic moms have great respect for their own moms
“Typical” moms okay, but…
Expectations define the magnitude of the challenges
Balancing responsibilities and time with the children is not easy
Hispanic moms aim to spend quality time with their children
Hispanic moms less concerned about issues beyond their control

VALUE OF PARENTING RESOURCES
Hispanic moms prefer close personal advice
Mother’s influence may keep Hispanic moms bicultural
Figure 18: Value of parenting resources, Hispanic moms indexed to all, July 2016
Beyond close family, acculturated Hispanics still value personal advice
Figure 19: How much Hispanics value parenting resources, by level of acculturation, July 2016

PERCEPTION OF SELF AS A MOM
Hispanic moms are optimistic about themselves
Figure 20: Perception of self as a mother, Hispanic moms indexed to all, July 2016
Figure 21: Hispanic moms’ perception of self as a mother, by level of acculturation, July 2016
More-affluent moms are more sophisticated
Figure 22: Hispanic moms’ perception of self as a mother, by level of acculturation, July 2016

PERCEPTION OF THEIR OWN MOMS
I love a mi mamá
Figure 23: Perception of their own mother, Hispanic moms indexed to all, July 2016
Technology is the main differentiator
Figure 24: Hispanic moms’ perception of themselves as moms versus their own mothers, July 2016
Unacculturated moms drive positive perception of own moms
Figure 25: Hispanic moms’ perception of their own mothers, by level of acculturation, July 2016

PERCEPTION OF OTHER MOMS
Hispanic moms see other moms in a positive way
Figure 26: Perception of the “typical” mother, Hispanic moms indexed to all, July 2016
Other moms are nice, but…
Figure 27: Hispanic moms’ perception of themselves as moms versus the “typical” mother, July 2016
Figure 28: Hispanic moms’ perception of the “typical” mother, by level of acculturation, July 2016
Likelihood of positive perceptions increases with age
Figure 29: Hispanic moms’ perception of the “typical” mother, by generation, July 2016

CHALLENGES OF MOTHERHOOD – SACRIFICES
Is there a desire for equal sharing of parental responsibilities?
Figure 30: Challenges of motherhood – Sacrifices, Hispanic moms indexed to all, July 2016
Unacculturated and bicultural Hispanic moms pleased with their relationships
Time for self-pampering
Love is in the air
Sharing parental responsibilities – It’s all about expectations
Figure 31: Hispanic moms’ challenges of motherhood – Sacrifices, by level of acculturation, July 2016
Greater affluence leads moms to perceive greater challenges
Figure 32: Hispanic moms’ challenges of motherhood – Sacrifices, by household income, July 2016
While core challenges remain, others decrease with experience
Figure 33: Hispanic moms’ challenges of motherhood – Sacrifices, first time moms vs experienced moms, July 2016

CHALLENGES OF MOTHERHOOD – SOCIAL PRESSURES
Hispanic moms more likely to feel they are not spending enough time with their children
Figure 34: Challenges of motherhood – Social pressure, Hispanic moms indexed to all, July 2016
Main challenges don’t fade with experience
Figure 35: Hispanic moms’ challenges of motherhood – Social pressure, first time moms vs experienced moms, July 2016

ACTIVITIES MOMS DO WITH CHILDREN
Hispanic moms more likely to play and exercise with their children
Figure 36: Activities moms do with children, Hispanic moms indexed to all, July 2016
Time availability influences activities
Figure 37: Activities Hispanic moms do with children, by employment status, July 2016
Age of children influences activities
Figure 38: Activities Hispanic moms do with children, by age of children, July 2016

CONCERNS MOMS HAVE FOR CHILDREN
Perceived importance drives Hispanic moms’ concern
Education and the right state of mind are key to happiness
Not spending enough time with them
Healthy eating habits
Factors beyond their control less likely to be a concern
Bullying a concern?
Financial security
Figure 39: Concerns moms have for their children, Hispanic moms indexed to all, July 2016
Figure 40: Concerns Hispanic moms have for their children, by level of acculturation, July 2016

MOMS’ ATTITUDES
Hopes are higher among Hispanic moms
Figure 41: Moms’ attitudes, Hispanic moms indexed to all, July 2016
Is life good?
Yes, but there is room for improvement
Figure 42: Hispanic moms’ attitudes toward life, by level of acculturation, July 2016
Figure 43: Hispanic moms’ attitudes toward life, by household income, July 2016
Are Hispanic moms confident mothers?
Yes, but confidence in children decreases with acculturation
Figure 44: Hispanic moms’ attitudes toward their children, by level of acculturation, July 2016
Are Hispanic moms handling pressure?
Yes, but acculturated Hispanic moms more likely to feel frustrated
Figure 45: Hispanic moms’ attitudes toward pressure, by level of acculturation, July 2016
Figure 46: Hispanic moms’ attitudes toward pressure, by number of children in the household, July 2016
How is their relationship with their families?
Desire to please is higher among unacculturated Hispanics
Figure 47: Hispanic moms’ attitudes toward family, by level of acculturation, July 2016

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Consumer survey data
Terms
A note on acculturation

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