OmnichannelWhere Volume is Won - Omnichannel

Omnichannel
Where Volume is Won

Worldpanel by Numerator reveals
which shopping channels are driving consumption growth in Latin America

November 2026

Worldpanel by Numerator reveals which shopping channels are driving consumption growth in Latin AmericaContents

An overview of the Latin American market

Omnichannel shoppers,
selective brands

Three growth opportunities

At the moment of choice

Connecting the dots through data

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Omnichannel
Where Volume is Won

The challenge
of the next growth cycle

Study examines 21 channels
across nine Latin American
markets to reveal where,
how and why purchase
decisions are made

Growing volume is becoming increasingly challenging across the region

In recent years, growth in the fast-moving consumer goods (FMCG) market in Latin America has been driven largely by price increases. Manufacturers have adjusted pack sizes and commercial strategies to accommodate these changes, but this approach is beginning to reach its limits. Today, one of the biggest questions facing businesses is how to grow volume, gaining a greater share of the market.Against this backdrop, shopping channels are becoming even more relevant. Where consumers shop is closely linked to their needs, influencing which brands and products make it into their baskets and how they organize their shopping trips. Understanding this relationship is essential to identifying new growth opportunities and winning shopper preference.This is the purpose of our study, Omnichannel – Where Volume is Won, which explores shopping behavior across Latin America and examines how channels influence brand and product choices. The analysis covers nine markets: Central America (Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua and Panama), Argentina, Bolivia, Brazil, Chile, Colombia, Ecuador, Mexico and Peru. In total, 21 channels were assessed, spanning modern and traditional, physical and digital formats, to understand where, how and why consumers make their purchase decisions.In the following chapters, we explore the dynamics shaping these channels and what they reveal about growth opportunities for brands. After all, in a market where winning volume matters more than ever, understanding consumer behavior is an essential step towards deciding how to move forward.