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The State of the Hispanic Consumer: The Hispanic Market Imperative

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CHCImarketing
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Presented by Mónica Gil SVP, Public Affairs and Government Relations, Nielsen Group CHCI Public Policy Conference 2012, Washington, D.C.

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The State of the Hispanic Consumer: The Hispanic Market Imperative Mónica Gil SVP, Public Affairs and Government Relations 1 @nielsenwire State of the Hispanic Consumer The #diverseintelligence Copyright © 2012 The Nielsen Company. Confidential and proprietary.
OPPORTUNITY HISPANIC AMERICANS 12 th LARGEST ECONOMY
Hispanic population growth projected to outpace all ethnic groups over the next 40 years Projected U.S. Population Growth From 2010 to 2050 +1% +42% +56% +142% +167% White Total Black Asian* Hispanic Non-Hispanic * Excludes American Indian, Alaska Native, Hawaiian & Other Pacific Islanders 3 Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative The State of the Hispanic Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
US LATINOS ARE 52 MILLION STRONG 2010-2015 ESTIMATES: 1,151,228 95,936 3,152 131 BORN BORN BORN BORN EVERY YEAR EVERY MONTH EVERY DAY EVERY HOUR SOURCE: GEOSCAPE: AMERICAN MARKETSCAPE DATA STREAM 2010 SERIES 4 The State of the Hispanic Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Can you afford to miss out? The growing purchasing power of the Hispanic consumer 52 million 50% growth Hispanics in in purchasing the U.S. 2010 2015 power by 2015 $1 Trillion $1.5 Trillion buying power buying power 5 Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative The State of the Hispanic Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Latinos fuel growth in key sectors Residential buying Food Retail Education Financial Transportation Entertainment and media industries 6 Source: IBIS World, producer of Industry Research Reports The State of the Hispanic Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Distinctly different ‘buy’ behaviors displayed by Hispanics Hispanics product consumption is indeed unique in many respects and well differentiated in comparison to U.S. consumers overall Latinos make fewer trips to the store than average* 143 vs.149 But Latinos spend more per trip than average* $52 vs. $47 * average= White Non-Hispanic 7 Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative The State of the Hispanic Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
What’s in the basket? Top 10 Hispanic Product Categories Purchase Index: Share of Hispanic Dollar Sales Divided by U.S. Household Dollar Share x 100 Category Hispanic Dollar Index to Total Household Dried Vegetables and Grains 221 Hair Care 154 For Hispanics, brand loyalty Shortening Oil 152 Prevails in three categories Baby Food 150 ALL CPG: Women’s Fragrances 149 1. Hair care Grooming Aids 144 2. Baby products Disposable Diapers 144 3. Health & Beauty Family Planning 142 Photographic Supplies 142 Baby Needs 137 Source: Nielsen Homescan R 01/02/2011-12/31/2011 8 Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative The State of the Hispanic Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
LATINOS: YOUNG & CONNECTED WATCH 33 HOURS SEND / RECEIVE STREAM 6:15 HOURS OF TV PER WEEK 941 TEXTS PER MONTH OF VIDEO PER MONTH 9 The State of the Hispanic Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Latinos are Vital to America’s Future 10 The State of the Hispanic Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.

More Related Content

The State of the Hispanic Consumer: The Hispanic Market Imperative

  • 1. The State of the Hispanic Consumer: The Hispanic Market Imperative Mónica Gil SVP, Public Affairs and Government Relations 1 @nielsenwire State of the Hispanic Consumer The #diverseintelligence Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 2. OPPORTUNITY HISPANIC AMERICANS 12 th LARGEST ECONOMY
  • 3. Hispanic population growth projected to outpace all ethnic groups over the next 40 years Projected U.S. Population Growth From 2010 to 2050 +1% +42% +56% +142% +167% White Total Black Asian* Hispanic Non-Hispanic * Excludes American Indian, Alaska Native, Hawaiian & Other Pacific Islanders 3 Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative The State of the Hispanic Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 4. US LATINOS ARE 52 MILLION STRONG 2010-2015 ESTIMATES: 1,151,228 95,936 3,152 131 BORN BORN BORN BORN EVERY YEAR EVERY MONTH EVERY DAY EVERY HOUR SOURCE: GEOSCAPE: AMERICAN MARKETSCAPE DATA STREAM 2010 SERIES 4 The State of the Hispanic Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 5. Can you afford to miss out? The growing purchasing power of the Hispanic consumer 52 million 50% growth Hispanics in in purchasing the U.S. 2010 2015 power by 2015 $1 Trillion $1.5 Trillion buying power buying power 5 Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative The State of the Hispanic Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 6. Latinos fuel growth in key sectors Residential buying Food Retail Education Financial Transportation Entertainment and media industries 6 Source: IBIS World, producer of Industry Research Reports The State of the Hispanic Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 7. Distinctly different ‘buy’ behaviors displayed by Hispanics Hispanics product consumption is indeed unique in many respects and well differentiated in comparison to U.S. consumers overall Latinos make fewer trips to the store than average* 143 vs.149 But Latinos spend more per trip than average* $52 vs. $47 * average= White Non-Hispanic 7 Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative The State of the Hispanic Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 8. What’s in the basket? Top 10 Hispanic Product Categories Purchase Index: Share of Hispanic Dollar Sales Divided by U.S. Household Dollar Share x 100 Category Hispanic Dollar Index to Total Household Dried Vegetables and Grains 221 Hair Care 154 For Hispanics, brand loyalty Shortening Oil 152 Prevails in three categories Baby Food 150 ALL CPG: Women’s Fragrances 149 1. Hair care Grooming Aids 144 2. Baby products Disposable Diapers 144 3. Health & Beauty Family Planning 142 Photographic Supplies 142 Baby Needs 137 Source: Nielsen Homescan R 01/02/2011-12/31/2011 8 Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative The State of the Hispanic Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 9. LATINOS: YOUNG & CONNECTED WATCH 33 HOURS SEND / RECEIVE STREAM 6:15 HOURS OF TV PER WEEK 941 TEXTS PER MONTH OF VIDEO PER MONTH 9 The State of the Hispanic Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 10. Latinos are Vital to America’s Future 10 The State of the Hispanic Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.