Latino shoppers are found to be less likely to pick store brands when shopping for household products, says a report published earlier this month by the Schaumburg, Ill.-based research firm Experian Simmons NCS.

The report found that many Latino shoppers are store-brand conscious with a preference toward Clorox products. Five of the six Clorox products tracked by Experian Simmons NCS rank first in popularity among Latinos, while the sixth Clorox product ranks second in its category.

Of the 16 household products examined that had store brand options, Latino households were more likely to buy store brand products 25 percent of the time. Items where Latinos pick private label include disposable cups and plates, and paper napkins.

The report analyzed the usage within Latino households of 32 household products, including floor cleaning products, general household cleaning products, kitchen and bathroom cleaning products, laundry and dishwashing products, kitchen products and paper products.