The mystery of bleach, brand loyalty and the Latino story

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Spring is here and cleaning is in the minds of many. For years, I have heard that bleach is an important cleansing agent in Hispanic households. When visiting Latino households I regularly smell bleach in the kitchens and bathrooms. Using data from Experian Marketing Services’ Simmons National Hispanic Consumer Study that was collected in the twelve months ending on November 20, 2012, I found that 87% of Hispanic adults live in households that use bleach, while only 82% of non....