BODYCARE AND DEODORANT - HISPANICS - US - AUGUST 2019

BODYCARE AND DEODORANT - HISPANICS - US - AUGUST 2019

  • Mintel
  • August 2019
  • Personal Care
  • 0 pages

Report Description

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Bodycare and deodorant are mature categories. Hispanics offer opportunities in personal care, as they use bodycare and deodorant at a similar rate as consumers overall and overindex for using specialized products. Top purchase drivers indicate the need for brands to be readily available with supporting materials at stores with calls to action to learn and ask questions through digital interactions. Additionally, the fact that the majority of Hispanic men have used bodycare products in the past year suggests that they have the potential to become more engaged in the category when they understand the benefits and get reinforcement that they are no less masculine if they take care of their skin.

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Table of contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Overview
Figure 1: Hispanics’ usage of body care products in the last 12 months, indexed to all, May 2019
Top takeaways
Figure 2: Hispanics’ bodycare and APDO attitudinal segments, May 2019
The opportunities
Stand out at the POS
Figure 3: Bodycare purchase influencers – Top influencers, indexed to all, May 2019
Give Hispanic men a reason to use bodycare
Figure 4: Reasons why Hispanics use bodycare products, by gender and age, May 2019
Use the underlying reasons why Hispanics use APDO to connect with them
Figure 5: Reasons why Hispanics use APDO products, May 2019
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Four distinct groups of Hispanics relate to bodycare and APDO differently
A young Hispanic market creates challenges and opportunities
Children and teens may influence Hispanics’ bodycare and APDO purchases
BODYCARE AND APDO ATTITUDINAL SEGMENTS
Four segments of Hispanics approach these categories differently
Figure 6: Hispanics’ bodycare and APDO attitudinal segments, May 2019
Evolving Users (40%)
Figure 7: Profile of Hispanic Evolving Users, May 2019
Functional Users (22%)
Figure 8: Profile of Hispanic Functional Users, May 2019
Established Users (21%)
Figure 9: Profile of Hispanic Established Users, May 2019
Skeptical Users (18%)
Figure 10: Profile of Hispanic Skeptical Users, May 2019
BODYCARE AND APDO ATTITUDINAL SEGMENTS’ IMPLICATIONS
Widespread use requires brands to be bold
Hispanics don’t take claims at face value
Natural ingredient claims require some guidance
Figure 11: Hispanics’ attitudes toward bodycare and APDOs, by attitudinal segments, May 2019
MARKET PERSPECTIVE
Youth influences Hispanics’ attitudes toward bodycare and APDO
Figure 12: Hispanic share of total US population, by age, 2018
Children influence Hispanics’ attitudes toward bodycare and APDO
Figure 13: Average number of people per household, by race and Hispanic origin, 2017
Figure 14: Households with related children, by race and Hispanic origin of householder, 2017
KEY PLAYERS – WHAT YOU NEED TO KNOW
APDO brands go beyond functional attributes
Bodycare brands communicate messages of healing and prevention
Hispanics underindex for using less-known brands
Unexpected new arrivals promise disruption
Brands will take storytelling up a notch
WHAT’S HAPPENING IN APDO?
APDO claims in the US are more functional than in Latin America
Figure 15: Most used APDO claims – US vs Latin America, July 2018-July 2019
APDO brand initiatives aim to be inclusive and empowering
The gender distinction is evident in the APDO category
Unilever and Procter & Gamble own the category
Figure 16: Brands of APDOs Hispanic men use – any use, indexed to all US men, October 2017-November 2018
Figure 17: Brands of APDOs Hispanic women use – Any use, indexed to all US men, October 2017-November 2018
What are the leading APDO brands up to?
Degree is about physical activity
Figure 18: Instagram post from Degree, June 2019
Dove is about embracing real beauty
Secret is about strength and perseverance
Figure 19: Secret Deodorant | Cheer For Each Other – All Strength, No Sweat video, March 2019
Figure 20: Dove | Project #ShowUs | Shattering Beauty Stereotypes video, March 2019
Avon is about good discounts and relationships
Hispanic teens’ APDO usage indicates opportunities for an early connection
Figure 21: Number of times Hispanics used APDO – Past 7 days, by age (including teens), October 2017-November 2018
Figure 22: Brands of APDOs male Hispanic teens use – Any use, indexed to all male teens, October 2017-November 2018
Figure 23: Brands of APDOs female Hispanic teens use – Any use, indexed to all female teens, October 2017-November 2018
WHAT’S HAPPENING IN BODYCARE?
Bodycare brands are using similar claims in Latin America and the US
Figure 24: Most used bodycare claims – US vs Latin America, July 2018-July 2019
Hispanics gravitate toward mainstream brands
Figure 25: Share of Hispanics who are sole brand users of moisturizers/creams/lotions, indexed to all, October 2017-November 2018
Top brands are household names and appeal to both Hispanic men and women
Figure 26: Top brands of moisturizers/creams/lotions Hispanic men use – Any use, indexed to all men, October 2017-November 2018
Figure 27: Top brands of moisturizers/creams/lotions Hispanic women use – any use, indexed to all women, October 2017-November 2018
What are the leading bodycare brands up to?
Vaseline is all about healing
Figure 28: Instagram post from Vaseline (Vaselinebrand), November 2018
Aveeno is about getting the skin happy
Figure 29: Instagram post from Aveeno US, June 2019
Nivea nourishes your skin
Hispanic teens’ bodycare not sophisticated yet
Figure 30: Number of times Hispanics used body moisturizers/creams/lotions – Past 7 days, by age (including teens), October 2017-November 2018
Figure 31: Brands of moisturizers/creams/lotions male Hispanic teens use –Any use, indexed to all male teens, October 2017-November 2018
Figure 32: Brands of moisturizers/creams/lotions female Hispanic teens use – any use, indexed to all female teens, October 2017-November 2018
WHAT’S CHALLENGING?
To gain traction among Hispanic consumers
Figure 33: Less-known brands of moisturizers/creams/lotions Hispanics use – any use, indexed to all, October 2017-November 2018
WHAT’S NEXT?
Unexpected new players
Figure 34: Instagram post from Lululemon, June 2019
Better and more sophisticated storytelling
THE CONSUMER – WHAT YOU NEED TO KNOW
Hispanics overindex for using some specialized bodycare products
Pleasant scent and natural ingredients resonate among Hispanics
Hispanics use bodycare products to feel well
Sticks dominate in APDO, but Hispanics overindex for using spray
Hispanics focus their attention on functional benefits of APDOs
Using APDO gives control
USAGE OF BODYCARE PRODUCTS
Hispanics use a different mix of bodycare products
Figure 35: Hispanics’ usage of bodycare products in the last 12 months, indexed to all, May 2019
Figure 36: Hispanics’ usage of bodycare products in the last 12 months, by bodycare and APDO attitudinal segments, May 2019
Hispanic men are not oblivious to bodycare products
Hispanic women become more engaged as they age
Younger Hispanics embrace convenient formats
Figure 37: Hispanics’ usage of bodycare products in the last 12 months, by gender and age, May 2019
BODYCARE PURCHASE INFLUENCERS
Three characteristics have the most influence
Brands may benefit from highlighting scent a bit more
Online reviews have limited influence
Figure 38: Bodycare purchase influencers, indexed to all, May 2019
Adding natural ingredients drastically expands appeal
Figure 39: TURF Analysis – Bodycare purchase influencers, May 2019
Figure 40: Bodycare purchase influencers, indexed to all, by bodycare and APDO attitudinal segments, May 2019
The two claims that get older Hispanic women’s attention
Hispanic men are more brand loyal
Figure 41: Bodycare purchase influencers, by gender and age, May 2019
Hispanic moms don’t buy bodycare products just for themselves
Figure 42: Select bodycare purchase influencers, by gender and parental status, May 2019
REASONS FOR USING BODYCARE PRODUCTS
Hispanics use bodycare products to prevent and/or treat skin issues
Figure 43: Reasons why Hispanics use bodycare products, May 2019
Older Hispanic women see more need to use bodycare products
Figure 44: Reasons why Hispanics use bodycare products, by gender and age, May 2019
USAGE OF APDO PRODUCTS
Hispanics overindex for using APDO in spray form
Figure 45: Hispanics’ usage of APDO products in the last 12 months, indexed to all, May 2019
Figure 46: Hispanics’ usage of APDO products in the last 12 months, by bodycare and APDO attitudinal segments, May 2019
APDO spray is not just for young consumers
Figure 47: Hispanics’ usage of APDO products in the last 12 months – Stick and spray, by key demographics, May 2019
APDO PURCHASE INFLUENCERS
APDOs should be invisible, but effective
Figure 48: APDO purchase influencers, indexed to all, May 2019
APDO is all about long-lasting protection
Figure 49: Secret Twins Challenge – Merrell Twins, November 2018
Figure 50: TURF Analysis – APDO purchase influencers, May 2019
Hispanic women aged 35+ prefer clean claims
Brand matters more to Hispanic men
Figure 51: Select APDO purchase influencers, by gender and age, May 2019
REASONS FOR USING APDO PRODUCTS
Hispanics want to feel clean and smell good
Figure 52: Reasons why Hispanics use APDO products, May 2019
Underlying reasons are important to drive relevance
Figure 53: Reasons why Hispanics use APDO products, by gender and age, May 2019
Underlying reasons for use are important to drive relevance
Figure 54: Reasons why Hispanics use APDO products, by level of acculturation, May 2019
A busy lifestyle may be more inclusive than an active lifestyle
Figure 55: Share of Hispanics who use APDO products due to having an active lifestyle, by age and gender and by household income, May 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
A note about acculturation
TURF Methodology
APPENDIX – THE CONSUMER
Figure 56: Table – TURF Analysis – Bodycare purchase influencers, May 2019
Figure 57: Table – TURF Analysis – APDO purchase influencers, May 2019
Figure 58: Brands of APDOs Hispanics use – Any use, by gender and age, October 2017-November 2018
Figure 59: Top brands of moisturizers/creams/lotions Hispanics use – Any use, by gender and age, October 2017-November 2018

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