An image-conscious growing Hispanic population spells big prospects

“Personal care manufacturers would do well to target the US Hispanic community, with growth prospects developing as second generation Hispanics assimilate to US consumer culture but retain fastidious personal care regimes.

The most recent US census shows that during 2006-11 the non-Hispanic US population is set to grow by 3 per cent, against population growth of 14 per cent for the Hispanic community. Likewise a fundamental shift was the fact that in 2004 Hispanic births surpassed immigrant births for the first time in history.

What this spells for marketers is tremendous market potentials, but, as the latest market report from Mintel reveals, a one size fits all approach will not work.”

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