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Hispanic Mothers Statistics

Goals

To gather statistics on Hispanic mothers in the United States, including demographics, location, purchasing pattern, behavior and other relevant information, preferably about baby products. This data will be used to prepare a presentation for major brand Johnson and Johnson.


Early Findings

Demographics

  • 25% of all babies born in the U.S. have a Hispanic mother.
  • 16.4% of breadwinning mothers were Hispanic women in 2017.
  • 41% of Hispanic mothers are breadwinners.
  • 65% of Hispanic families have children compared to 57% for non-Hispanic families.
  • 26% of Hispanic mums are raising their children alone.
  • Hispanics are more likely to have children under 6 than other ethnic groups.
  • Hispanics tend to spend 15% more on baby products name brands than the total market, and an additional 10% on private labels.

Purchase Patterns

  • Hispanic mothers tend to buy more baby products than mothers from other ethnic groups, and 46% of them prefer to buy organic baby food.
  • Hispanics tend to eat more organic products than the rest of the U.S. with 41% of them making that choice.
  • Hispanic mothers tend to have a strong brand loyalty.

Location

  • The top 5 counties with the largest Hispanic populations are Los Angeles (49% of the population), Harris County (43%) in Texas, Miami-Dade (69%), Maricopa (31%) in Arizona and Cook (26%) in Illinois.
  • However, the states with the fastest Hispanic population growth are North Dakota (+135% between 2008 and 2018), South Dakota, the District of Colombia and Montana.
  • The buying power of Hispanics in the US is concentrated in California (26% and $359 billion), Texas (269$), Florida ($144 billion) and New York ($101 billion).

Behavior

  • 86% of purchasing decisions in Hispanic households are made by mothers.
  • Hispanic mothers tend to think first of their family before themselves when making purchasing decisions.
  • Hispanic women are now more connected to social media, 42% of them spending an average of 4 hours a day on social media.

Proposed next steps:

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