Latino women control household spending for the lion’s share of the $1.2 trillion Hispanic market in the U.S., new research shows.
The Nielsen Company, a unit of Nielsen Holdings N.V., unveils this finding in “Latina Power Shift.” The report explores changes among Latino women and their increasingly central role in the U.S. economy.
Eighty-six percent of Latinas say they are the primary or joint decision-maker for every product category examined in the study, including:
Insurance (38 percent primary vs. 50 percent joint)
Family finances (41 percent vs. 50 percent)
Home electronics (33 percent vs. 50 percent)
Food (67 percent vs. 33 percent);