Procter & Gamble seeks more sales to Hispanic consumers with launch of Gain dish soap

P&G aims new Gain dish soap at Hispanic shoppers

CINCINNATI — Procter & Gamble Co. is focusing this month’s launch of Gain dishwashing liquid on U.S. Hispanics, a growing population attracting increased attention from household products makers.

The company’s first new hand-dishwashing brand in some four decades will soon debut with a marketing campaign led by a Hispanic ad agency. The campaign underscores that while P&G builds business in emerging economies overseas, it’s also courting a growing market at home.

Analysts say P&G and competitors such as Clorox and Colgate-Palmolive are looking at the numbers — the Hispanic population is growing faster and is younger than the population as a whole.

Hispanic buyers helped build Gain laundry detergent into a billion-dollar brand in annual sales.

P&G is based in Cincinnati.