Latin American landscape

Just over half of the

population feels well

both mentally and

physically.

A portrait
of wellness

The concept of complete wellbeing — one that balances body and mind — is still a privilege for few. That is because, in Latin America, 53% of the population (a figure that mirrors the global average) say they feel well both physically and mentally. When looking at these criteria separately, 60% of people report feeling physically well (a drop of three percentage points compared to 2024), and 68% feel mentally well (one percentage point less).

But this is not a static figure. Behind this number lies a large majority of consumers who are striving to adopt behaviours that lead to a healthier and more fulfilling life.

When health leads decision-making, new paths to consumption emerge — and unique opportunities arise for brands that keep up with the transformation. The positive side of this journey lies in the appreciation of quality time, since 64% of Latin Americans dedicate to activities or people that make them happy. This behaviour is consistent across different age groups and social classes. Among those aged up to 35, the rate stands at 60%, reaching 69% among those over 55. Income also makes little difference to the result: 62% among lower-income households and 70% among the highest.

These figures reveal that the pursuit of health and wellbeing is democratic and has been spreading throughout the region, showing that mental and physical balance is gaining ground in daily routines, regardless of age or purchasing power.

However, the issue of food remains latent and pressing. Caring for one’s health also involves the small decisions made day in, day out. An emotional response that tends to intensify in moments of physical or mental malaise is still consumption — often impulsive.

When health starts leading decisions, new consumption paths emerge — and unique opportunities arise for brands that keep up with this transformation.