Women's Influence on Consumer Spending Nears 90%, Industry Data Confirms Trillions in Purchasing Power

Adrina Kay, a professional with a background in market research, recently stated via tweet that her past colleagues estimated "virtually 90% of consumer spending decisions are in some way controlled by women." This personal observation from her professional experience underscores a widely recognized trend regarding women's substantial influence over global consumer markets. The assertion highlights the critical role women play in economic activity, often acting as primary decision-makers for household purchases.

This estimation aligns with numerous industry reports and studies that consistently place women's influence on consumer spending in the range of 70% to 85%. According to Forbes and NielsenIQ, women control or influence approximately 85% of consumer spending in the U.S. alone, and as of 2024, women globally command an estimated $31.8 trillion in worldwide spending. Projections suggest this figure will continue to grow, with women expected to control 75% of discretionary spending by 2028, further solidifying their economic power.

Women's purchasing power extends across a vast array of sectors. They are frequently the primary decision-makers for household essentials, including groceries, where 70-80% of women report being the main shoppers. Beyond daily necessities, women also drive significant spending in healthcare, making 90% of household healthcare decisions, and influence 70% of all travel decisions. Their impact is also notable in traditionally male-dominated categories such as automobiles, where they influence 80% of purchases, and consumer electronics.

The profound influence of women on consumer spending presents both opportunities and challenges for businesses. Brands and marketers are increasingly recognizing the imperative to understand women's values, preferences, and purchasing drivers, which often include a focus on quality, authenticity, sustainability, and social responsibility. Tailoring products, services, and marketing strategies to effectively engage this powerful demographic is crucial for companies seeking to achieve sustained growth and navigate the evolving market landscape.