5/1/13
More than half of Hispanic dads (55%) say they are the top decision-maker on purchases made in the household, according to Mintel. Hispanic men ages 45-64 (54%) wield more influence than Hispanic men ages 35-44 (50%) or ages 25-34 (44%).
However, Hispanic men are least likely to purchase groceries. Fewer than seven in 10 (69%) purchased food products in the last 12 months, compared to 83% of white men, 81% of Asian men, and 71% of black men. Among those that do shop for groceries, Hispanic dads are more likely than Hispanic men without children to shop at mass merchandisers (71% vs. 63%).
More than one in three Hispanic men (35%) think expensive brands of laundry are more effective than bargain brands, versus 31% of Hispanic women.
Two in three Hispanic men feel they are stereotyped by advertisers, and 50% feel Hispanic women are positively reflected in the media.
Source: Mintel, Leylha Ahuile, Senior Multicultural Analyst, 351 W. Hubbard St., 8th Fl., Chicago, IL 60610; 312-932-0400; lahuile@mintel.com; www.mintel.com.
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