Male Grooming Fast Facts

1. Latinos are a key target for marketers of male grooming products.
   Hispanics represent about one out of every five males 18-49 in the U.S.  What’s more, the U.S. Census Bureau projects that over the course of the next ten years, Latino population growth will help offset what would otherwise be a decline in this demographic as non-Hispanic males continue to age out of the demo.
   Sources: Nielsen Universe Estimates, 2011, M18-49; U.S. Census Bureau Projections by single year, age, sex, and Hispanic origin. Released August 2008
2. Hispanic men are highly concerned about their appearance and look for grooming products that will help them in both a personal and professional setting.
   Latinos are more likely to agree that “I enjoy using grooming products that make me feel attractive to the opposite sex” (116 Index vs. non-Latinos); and more likely to agree that “It’s important to use grooming products to maintain my appearance in the work place” (119 Index vs. non-Latinos.
   Source: Univision/Experian Simmons, Male Grooming  Study 2010
3. This focus on appearance is reflected in his behavior.
   Latinos are much more likely than other men to shower multiple times a day thus driving increased product usage.  (180 Index: 36% of Hispanic men shower 2+ times/day versus 20% of non-Hispanic men).
   Source: Univision/Experian Simmons, Male Grooming  Study 2010
4. Because appearance is so important, Hispanic men are less price-sensitive than their non-Hispanic counterparts.
   Latinos are much more likely to agree that “Price isn’t the most important factor – it’s getting exactly the products I need” (139 Index vs. non-Latinos)
   Source: Univision/Experian Simmons, Male Grooming  Study 2010
5. Hispanic men spend significantly more than non-Hispanics on their grooming products.
   In an average month, Latinos spend $32.31 on personal care products vs. $25.25 for non-Latinos. That’s 28% more on a monthly basis.
   Source: Univision/Experian Simmons, Male Grooming  Study 2010