Procter & Gamble seeks to draw more Hispanic consumers with new Gain dish soap

Summary Box: P&G courts Hispanic market with Gain

GAINING WITH HISPANICS: Procter & Gamble Co. is targeting Hispanic consumers with this month’s launch of Gain dishwashing liquid; that group has helped revitalize Gain laundry detergent into a billion-dollar brand.

NUMBERS GAME: Analysts say household goods makers are increasingly reaching out to U.S. Hispanics because they are growing at a faster rate than the general U.S. population.

MAKES SCENTS: Hispanic consumers tend to put high priority on fragrance, researchers say, and P&G promotes Gain based on the array of scents such as “Island Fresh” and “Apple Mango Tango.”