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

1. The State of the Hispanic Consumer:
The Hispanic Market Imperative
Mónica Gil
SVP, Public Affairs and Government Relations
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@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
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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
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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
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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
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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
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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
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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
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The State of the Hispanic Consumer
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

10. Latinos are Vital to America’s Future
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The State of the Hispanic Consumer
Copyright © 2012 The Nielsen Company. Confidential and proprietary.