Clearly, there are several reasons why this may be the case, including the fact that Latino adults have a median age that is about 10 years younger than the overall population. Also, we have discovered over the years that Latinos enjoy being well groomed in their everyday life. Further, their grooming customs come from their countries of origin where cultural patterns are strongly ingrained. Now, are all hair styling products equally used? As can be seen below there are products that are more heavily used than others.
Gel and mousse are by far the most popular hair styling products among Hispanics, and in general their use is in line with the overall population pattern of usage. Nevertheless, Latinos over-index quite dramatically in the both categories. But what brands are more popular? As can be seen in the chart below, consumers are quite divided among the different brands they use most often and the chart only includes the brands that have more than 1% usage among adult Hispanics. Still each for each of the top brands, Latinos exceed their non Latino counterparts. There are cases in which usage is triple among Hispanics, such as in the case of Alberto V05, and double such as in the case of Tresemme, or substantially higher like in the case of Suave.