Insights about female consumers in Latin America

Valentina Duque
Marketing Manager
AMI

Women lead consumption around the world. As we highlighted in a previous article, they have the decision-making power over 6 to 8 out of every 10 purchases. Worldwide, they are more attentive to detail and more careful in their purchases. It is estimated they read 40% more product labels than men.¹ They also have 89% of the influence on purchasing decisions, which includes the choice of brands, products, and budgets.² Lastly, they spend up to 90% of their income in expenses for families and communities, while men only spend between 30 and 40%.³

In Latin America, women’s influence on shopping has much in common with the scenario we see around the world, albeit with some interesting variations. In the region, women pioneered the adoption of digital payments in their purchases during the pandemic,⁴ according to data from Kaspersky and CORPA. We also know that in Colombia, for example, a sizable 59% of women shop for food and groceries online.⁵ And in Brazil, 81% of women check product labels.⁶

With this context in mind, we would like to share with you an infographic of insights about female Latin American consumers in Brazil, Mexico, Colombia, Chile, and Argentina, focusing on three fundamental aspects: their media consumption, use of digital channels, and relationship with advertising.

Sources:

1. Nielsen, vía Forbes (diciembre 17, 2021). “Otros porcentajes que importan: qué y cómo compran las mujeres” ↩︎
2. Nielsen, vía Forbes (diciembre 17, 2021). “Otros porcentajes que importan: qué y cómo compran las mujeres” ↩︎
3. Banco Mundial (diciembre 6, 2026). “En qué gastan mujeres y hombres sus ingresos económicos” ↩︎
4. Portafolio, vía EFE (marzo 9, 2024). “Mujeres, las que más usan los pagos digitales en Latinoamérica” ↩︎
5. La República (septiembre 9, 2023). “Estudio afirma que 59% de las mujeres prefieren mercar por medio de e-commerces” ↩︎
6. Neogrid, Opinion Box, 2024. “Tendências de Bens de Consumo para 2024”. ↩︎

Keep up to date with our Consumer and Retail insights

Valentina Duque Marketing Manager

Valentina has over a decade of experience in content strategy, SEO, and inbound marketing. She contributes to market research and project development across AMI's practices. She holds master's degrees in Creative Writing and Digital Marketing.

See Full Bio

Voice of the customer Consumer goods and retail Ecommerce Consumer insights