米国におけるヒスパニック系母親対象市場

Hispanic women lead the Mom Market in many ways ... growth, birth rates, family size and more. As leaders they are an important segment for marketers to understand. Drawing from proprietary qualitative research this report looks at Latina Moms in the U.S. today and her thoughts on motherhood, the challenges she faces, how to reach her, the impact of acculturation on her decisions as a Mom and what motivates her as a consumer.

Brought to you by the publishers of the groundbreaking report,The U.S. Mom Market, this study, a collaborative effort between Packaged Facts and Silver Stork Research, offers a unique look at the Hispanic mothers of today. Through the analysis the report evaluates Hispanic mom motivators and cultural tendencies and confirms and expands on current knowledge about Hispanic moms and motherhood. Using extensive primary, proprietary research, The U.S. Hispanic Mom Market addresses:

• Hispanic moms' values;
• Beliefs about motherhood;
• What types of marketing initiatives reach her;
• How she chooses brands for her family; and
• What's important to her in raising her children.

Report Methodology

The U.S. Hispanic Mom Market report was developed from extensive primary and secondary research. Primary research included telephone interviews (in English and Spanish) with moms identifying themselves as Hispanic and having at least one child under 10 years old. A cross section of respondents based on degree of acculturation (country of birth, years in the U.S.) was questioned in the research. In addition, interviews were conducted with experts on the Latina populations, mothers and Latina mothers. Secondary research for this report included data-gathering from relevant trade, business and government sources, including company literature.

About Silver Stork Research Silver Stork Research is a Mom-focused research company, dedicated to helping clients understand the Mothers of today and tomorrow. We utilize innovative market research techniques to gather actionable insights that enable clients to increase brand relevance, drive market share, and create tangible sales results.

Silver Stork offers client's multiple opportunities to keep abreast of Mom consumer market via traditional research services, custom branded techniques, access to our national panel of 1000+ moms, and market intelligence via various Silver Stork intellectual properties.

What you'll get in this report

The U.S. Hispanic Mom Market is a pioneering look into the minds of Hispanic mothers. With this report you will catapult yourself forward to winning with this significant segment in the future. Specifically you will understand the unique consumer and behavioral tendencies of Hispanic moms and the appropriate marketing techniques to reach them.

If your company is already competing for a share of Moms dollars, you will find this report invaluable as it provides a comprehensive package of information and insight not offered any other single source.

Table of Contents

Chapter 1 Executive Summary

• Key market facts
• Insights on the market
• Future Trends

Chapter 2 The Market Facts:

• Population figures
• Population Forecast
• Total Births
• Birth Rates
• Births by State
• Age of giving birth
• Marital Status
• Education
• Employment facts
• Family size
• Household
• Income and spending
• Acculturation and Citizenship

Chapter 3 10 Key Things to Know about the Latina Mom

• 1. Family is first
• 2. Heritage is important
• 3. Motherhood is the 'ultimate job'
• 4. Confidence comes with being a Mom
• 5. Only the best for family and children
• 6. She wants products for the Hispanic mom
• 7. She is motivated by endorsement and giving
• 8. Her standards are high for brand relationships
• 9. She has market needs currently unmet
• 10. The next generation of Latinas will change but stay the same

Chapter 4 Experts Say:

• Cesar Cruz, Cox Communications
• Gloria Perez-Walker, Latina Mami
• Cathy Areu, Catalina Magazine
• Gillian Sandler, Todo Bebe

Chapter 5 Marketing Examples

• 1. Kraft
• 2. P&G
• 3. Catalina Magazine
• 4. Pizza Hut
• 5. Infamil

Chapter 6 Summary of qualitative research findings:

• Who she is and the Importance of Family, Culture and Heritage
• The Unique Challenges She faces
• Importance of Education and Values
• What's (not) in the Cupboard and Refrigerator
• How to Reach Her - Media, Shopping and Brands

Appendix Sources

• Market Experts
• Resources