Nielsen Insights on Latina Purchasing Perspectives & Habits

Latinas are quickly becoming a key consumer group, managing much of the shopping for larger households. Some new stats shine a light on how and what they are buying.

In a recent post, we talked about how Hispanic Millennials are coming of age. They are entering into their peak spending years and growing their families.

A recent article from Nielsen provides more in this arena, focusing on a specific portion of this audience. The article “Latinas Are Breadwinners, Driving Growth and Influence for FMCG Categories“ dives into the significant role Latinas play in making household purchasing decisions. The article states:

“Latinas are entering their prime earning years and have made impressive educational and entrepreneurship gains, which have contributed to their economic power.”

In a nutshell, the Nielsen article posits that Latinas are the ones doing the much of the shopping, deciding and buying for their households—and (when relevant) retailers and marketers should definitely take note.

10 Stats Showing How Latinas Shop for Their Households

These stats from Nielsen illuminate the perspectives and shopping habits of Latinas. These stats all come from Nielsen’s Latina 2.0 report:

1. 68% of Latinas say they will purchase a product from a company they trust even if it is more expensive than a competing product

2. 72% of Latinas say that price is more important than quality

3. 67% of Latinas say they will stock up on a food item if it is on sale

4. Latinas are 21% more likely to shop at Warehouse clubs than non-Hispanic white women and they spend 11% more there

5. 40% of Latina women say they frequently eat meals on the go

6. 90% of Latinas say they have used a quick-service restaurant in the past 30 days

7. Latinas spend 4% more in beauty supply stores than non-Hispanic white women

8. Latinas spend 10% more on athletic equipment than non-Hispanic white women

9. Latinas spend 44% more on children’s clothing and 40% more on infant’s clothing than non-Hispanic white women

10. 51% of Latinas agree that their children influence the brands they buy

Why Latinas Should Be a Key Focus for Many Brands Moving Forward

A variety of factors make this a key moment for Latinas as consumers. They include age (Nielsen notes the average Latina age as 31), increasing household income, larger household size, and the fact that children are more likely to be present in their homes. These factors are all driving Latinas into the position of major consumers—who are buying a lot for multiple people, and influencing the purchases of others.

Honing in on Latinas as a key segment could be a smart strategy for many brands across different product categories. As the Nielsen article states:

“Retailers and marketers have an opportunity for growth if they are able to understand and tap into Latina consumers’ impact on their households.”