Hispanic kid's market earmarked for growth

By Katie Bird

- Last updated on GMT

Manufacturers of children’s personal care products should look to capture the growing Hispanic population, according to a recent report.

A high population growth rate coupled with the fact that Hispanics generally spend more on personal care, means this consumer group holds significant potential.

Oral care is particularly strong

According to a recent Mintel report, Hispanics spend more on personal care items such as toothbrushes, toothpastes and shampoo, and manufacturers should concentrate on these items when attempting to capture the market.

Of particular importance is the oral care category as Hispanic survey respondents are significantly more likely than non-Hispanics to say they brush three or more times a day.

Licensed products

Hispanic children also show a particularly high preference for products that feature cartoon characters and other popular icons.

Therefore, the market research company highlights the importance of using licensed characters that have cross cultural appeal and would be accessible to children who may not watch English television before school age.

However, Mintel said it is also important not to rely solely on appealing to children’s taste, what it refers to as the ‘nag factor’.

Rather, marketers should appeal to parents by explaining the benefits of using children-specific products, whilst using the licensed characters to appeal to children.

This is particularly important for Hispanic household’s, according to the company, as incomes are proportionally lower then non-Hispanic households, and are therefore less likely to have disposable income to be spend on fun and frivolous items for children.

Related topics: Market Trends

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