BabyCenter 21st Century Mom Hispanic Acculturation Study
1.2011 | North America
Hispanics account for 55% U.S. population growth. What’s more: 1 out of every 4 babies born in the U.S. are Hispanic. BabyCenter’s Hispanic Mom Acculturation study reveals key insights into the influence of acculturation on this growing segment and what it means for marketers. Study highlights:
- 57% of Hispanic Moms say they love to shop. Compare that with 30% for the general population. No matter what their level of acculturation, Latina Moms are much more likely to purchase name brand CPG products – good news for companies facing competition from less expensive generics.
- Hispanic Moms say mealtime is one of the best ways to bridge family and culture. 41% keep Hispanic food part of their daily diet and 57% cook from scratch. But as Hispanics Moms acculturate, they look for shortcuts and pre-packaged products to save time.
- Regardless of acculturation, Hispanic Moms perceive Spanish or some Spanglish in ads as an acknowledgement of their heritage. In fact, 50% of Hispanic Moms see Spanish ads on English websites as engaging and 35% find them helpful.