The U.S. Hispanic Mom Market

SUMMARY

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 tounderstand. Drawing from proprietary qualitative research this report looks atLatina Moms in the U.S. today and her thoughts on motherhood, the challenges shefaces, how to reach her, the impact of acculturation on her decisions as a Momand what motivates her as a consumer.

Brought to you by the publishers of the groundbreaking report,The U.S. MomMarket, this study, a collaborative effort between Packaged Facts and SilverStork Research, offers a unique look at the Hispanic mothers of today. Throughthe analysis the report evaluates Hispanic mom motivators and culturaltendencies and confirms and expands on current knowledge about Hispanic moms andmotherhood. Using extensive primary, proprietary research, The U.S. Hispanic MomMarket 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 andsecondary research. Primary research included telephone interviews (in Englishand Spanish) with moms identifying themselves as Hispanic and having at leastone child under 10 years old. A cross section of respondents based on degree ofacculturation (country of birth, years in the U.S.) was questioned in theresearch. In addition, interviews were conducted with experts on the Latinapopulations, mothers and Latina mothers. Secondary research for this reportincluded data-gathering from relevant trade, business and government sources,including company literature.

About Silver Stork Research Silver Stork Research is a Mom-focused researchcompany, dedicated to helping clients understand the Mothers of today andtomorrow. We utilize innovative market research techniques to gather actionableinsights 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 Momconsumer market via traditional research services, custom branded techniques,access to our national panel of 1000+ moms, and market intelligence via variousSilver Stork intellectual properties.

What you'll get in this report

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

If your company is already competing for a share of Moms dollars, you willfind this report invaluable as it provides a comprehensive package ofinformation 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