The intentional shopper reshapesthe market
The decisions that may define who leads the future of the Latin American market
The report Growth in the Era of Intentional Shoppers reveals a consumer who is increasingly demanding, strategic and connected. In Latin America, this intentional shopper plans purchases carefully, combining brick-and-mortar and digital channels, and balancing savings with desire to maximize the value of every decision. They have become true retail jugglers, profoundly shaping market dynamics.
For brands, the major challenge is to anticipate these behaviors and translate them into concrete actions: what to innovate, how to develop the portfolio, and where to focus investment. Assortment architecture, with pack sizes and prices tailored to each channel, acts as a bridge between strategy and execution, allowing value capture across all shopping occasions.
In this context, being present in multiple channels is not a guarantee of success, but it significantly increases the chances of growth. As our reports consistently show, brands that manage to gain presence in at least half of all purchase channels have far greater opportunities to expand, while those restricted to only a few formats risk falling behind.
