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Consumer Goods Giants Tweak Their Products To Appeal To Hispanics In The U.S.

September 23, 2013: 12:00 AM EST
The growing population and influence of Hispanics in the U.S. is driving consumer goods makers to adapt their products to attract that market. With 53 million Hispanics in the U.S., the strategy is critical for multinationals like Nestlé and P&G. For example, the traditional Mexican way of making abuelita hot chocolate takes 15 minutes of cooking. Few people north of the border have the time for that, so Nestlé created a powdered version that takes only a few minutes. The same principle was applied by P&G in the household goods arena. The company added a citrusy scent to a dishwashing detergent brand to attract Hispanics who are said to associate fragrances with cleanliness.
Barney Jopson, "US market: Multinationals adapt to appeal to Hispanics", Financial Times, September 23, 2013, © The Financial Times Limited
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