With sales in the U.S. slowing, Procter & Gamble is focusing its efforts to win over Hispanic shoppers. Hispanics accounted for more than half of the gains in the U.S. population from 2000 to 2010, according to the U.S. Census Bureau, and their younger, bigger families are a good fit for the maker of Pampers diapers and Tide detergent.
Procter & Gamble is hoping that a mixture of tweaking its products, retargeting its marketing, changing its mix of celebrity spokeswomen to include Latinas and making greater use of Spanish on its products will help win a portion of U.S. Hispanics' $1 trillion buying power. Latino spending is expected to outpace general market growth - swelling to $1.5 trillion by 2015, according to estimates by the University of Georgia's Selig Center for Economic Development.
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