Hispanics break the mold and continue buying brands, study

By Andrew McDougall

- Last updated on GMT

Related tags Brand

Latest research has shown that lower income, Spanish-dominant Hispanics are still buying name brand personal care products at a higher rate than their English-dominant counterparts.

Market research group Mintel stated in its research that, particularly in a tough economic climate, it is hardly surprising to find consumers opting for less expensive products, particularly with lower income households opting to do so in order to save money.

"Over the last six years, Hispanics have consistently increased their spending on personal care products. And within personal care, Hispanics index higher than non-Hispanics in the subcategories of haircare products and bath products,"​ said Leylha Ahuile, senior multicultural analyst at Mintel.

The research showed that 64 percent of Hispanics surveyed whose income is between $25,000 and $49,999 said they still buy name brand body soaps and shower gels.

Continuing to buy despite recession

Meanwhile, 64 percent of Spanish-dominant Hispanics, compared to 58 percent of English-dominant Hispanics say they continue to buy name brand body soaps or shower gels despite the economic downturn.

"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 economy,"​ continued Ahuile.

"English-dominant Hispanics tend to have higher household incomes and apparently are less concerned with brand name soaps and more focused on saving money,"​ she added.

Sticking with favorite brand name products

Other results showed that Spanish-dominant consumers are more likely to stick to their favorite name brand lotions, facial cleansers and toothpaste or mouthwash, refusing to trade down to more affordable private label personal care products.

However, Mintel claims that lower income Hispanics are still interested in saving a few dollars with multifunctional products.

It reported that 65 percent of those who earn $25,000-$49,999 are interested in two-in-one shampoo/conditioner and 83 percent would be more inclined to purchase toothpaste that can also serve as a mouthwash and whitener.

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