The Latin American market shows clear signs of saturation and change. Only 41% of commercial brands managed to gain new purchase occasions — the lowest rate in the past five years. Together, these companies lost 300 million occasions, while private-label alternatives gained around 100 million. The data underscores the fact that consumers are increasingly selective, seeking relevance, consistency, and purpose in their choices.
In this context, categories perceived as healthier and geared to self-care stand out. These are the categories that have driven penetration growth in the last analysed period, signalling that the desire for wellbeing continues to grow, even in the face of economic constraints. This trend reflects a new form of indulgence: emotional, conscious, and associated with consumption that provides guilt-free comfort.
At Worldpanel by Numerator, decoding the consumer is the first step to transforming behaviour into action and intent into results. The effects of the pursuit of longevity with health and wellbeing are redefining priorities — identify the real growth opportunities through the moments, choices, and needs that drive consumption.
