Hispanic consumers are projected to comprise 30 percent of the population by 2060, but new research has revealed it will be Hispanic women, not Hispanic men, who will drive the purchasing decisions in these households.
Released on August 1, Nielsen's "Latina Power Shift" report found that Latinas will be the primary influencers of consumption among all demographics across a number of key categories: banking, cosmetics, household products, media and real estate, and provided data to support the notion that this shift is well underway.
Eighty-six percent of Latinas told Nielsen they believe they are the primary shopper in their household, meaning they command Hispanic shoppers' $1.2 trillion in buying power. Likewise, they are catching up to Hispanic males in big-ticket purchases, driving more home and automobile purchases than before. READ MORE