<p>Latina woman are surpassing their male counterparts when it comes to education and employment. Now more than ever, they’re in charge when it comes to making their families’ purchasing decisions.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding">According to Latina Power Shift, a report conducted by Nielsen, 86% of Latinas indicated they were the principal household spending decision makers, as reported by Beverage Daily. It also reported that they are primarily responsible for 67% of food purchases.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding">With one third of the group looking to lose weight by dieting, one third looking for organic/natural products, and one quarter counting calories, health and nutrition is a “primary concern.” This means that produce marketers have ample room to grow their involvement with this demographic.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding">“Not only are Latinas increasingly their family’s breadwinner and decision maker, but they still embrace their traditional role as nurturer and family caretaker, and often espouse products that make themselves and their families look and feel their best,” according to the report.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding">“Do not assume Latinas will assimilate: ‘ambicultural’ is the new battleground where two languages and two cultures are better than one.”<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><a class="btn btn-sm btn-primary col-lg-12" style="white-space: normal;" href="http://www.beveragedaily.com/Trends/Emerging-Markets/What-US-Latino-women-really-want-from-a-beverage" target="_new">Latina Trends Report</a></p><hr class="legacyRuler"><hr class="invisible minimal-padding">
