As the results of the 2010 U.S. Census are being released in phases over 2011, 2012, and 2013, major shifts in the American population are coming to light. The U.S. population stood at 308.7 million in 2010, up by 9.7% from 281.4 million in 2000. While the country’s population has always consisted of diverse ethnicities and races, Hispanics and Asians have emerged as particularly fast-growing demographics. According to an analysis of the 2010 U.S. Census data, the Hispanic population in the United States is growing more quickly and dramatically than previously estimated. To better understand the impact that a rapidly-growing Latino population is having on consumer products consumption, Kline has introduced the first report of the Consumer Segmentation Series, Hispanics in the United States - Influences on Consumer Products Consumption, Outlook to 2020.The report features a consumer research.

1. Kline & Company, Inc. www.KlineGroup.com
As the results of the 2010 U.S. Census are being released in phases over 2011, 2012, and
2013, major shifts in the American population are coming to light. The U.S. population
stood at 308.7 million in 2010, up by 9.7% from 281.4 million in 2000. While the
country’s population has always consisted of diverse ethnicities and races, Hispanics and
Asians have emerged as particularly fast-growing demographics.
According to an analysis of the 2010 U.S. Census data, the Hispanic population in the
United States is growing more quickly and dramatically than previously estimated.
To better understand the impact that a rapidly-growing Latino population is having on
consumer products consumption, Kline has introduced the first report of the Consumer
Segmentation Series, Hispanics in the United States - Influences on Consumer Products
Consumption, Outlook to 2020.
The Hispanic market in the United States is a dynamic and complex segment composed of
multiple groups of distinct cultures. Even though some broad statements can be made to
describe the general Hispanic population, such as the very young median age and large
family size, above all, it must be understood that the term Hispanic or Latino does not
universally, adequately, and accurately describe one group of people.
Within each demographic report, Kline examines the shifting demographic composition of a given group, encompassing typical
family structure, largest age groups and shopping habits, and analyses of the implications and possibilities afforded for
consumer product consumption. To further complement the analysis, consumer research has been undertaken to ascertain types
of personal care products used, brands preferred, and the purchasing habits of the segment.
Report Contents
This FlashPoint report enables marketers to target specific consumer segments by understanding the multifaceted
influences that motivate purchase decisions.
Population growth
Media usage
Shopping habits
Age groups
Population distribution
National origins
Family structure
Kline & Company, Inc. www.KlineGroup.com
Kline Consumer Segmentation Series
Hispanics in the United States:
Influences on Consumer Products Consumption, Outlook to 2020
Each report in the Kline FlashPoint Series
explores an emerging industry issue or market
development. Forward-looking and rich in insights
and recommendations, they are designed to help
executives develop timely strategies to maximize
business opportunities.
Kline is a worldwide consulting and research firm
dedicated to providing the kind of insights and
knowledge that helps companies find a clear path
to success. The firm has served the management
consulting and market research needs of
organizations in the chemicals, materials, energy,
life sciences, and consumer products industries
for over 50 years. For more information, visit
www.KlineGroup.com.
Education
Income and employment
Other influences on Hispanic consumption behavior
Marketing to Hispanics
Consumer research:
1. Usage of certain personal care categories
2. Brand preferences
3. Where they shop for personal care products