Valentina Duque
Marketing Manager
AMI
I’m still amazed that in just a few years, I went from shopping calmly to getting stressed every time I go to the supermarket. The nagging voice about my budget never seems to shut up. It’s even there when I go to discount stores: there’s this constant feeling that you need to run the numbers and compare prices so you don’t overspend. I end up asking myself the same questions in all food stores: Should I buy my usual brand of rice or the Éxito brand that costs $500 pesos less? And if I buy the rice in the local D1, will it be cheaper? How much cheaper?
I’m pretty sure I’m not the only going through this, especially as I look around the stores and see my fellow shoppers doing some quick calculations on their phones. Beyond my city and country, concerns about the price of foods and other goods are part of the reality of most Latin American consumers, with the major differences only being the names of the grocery chains we shop at (such as Ekono in Chile, Día in Argentina or Bodega Aurrerá in Mexico) and our individual tricks to save more.
But it’s the same story around the region: 9 out of 10 Latin American consumers feel concerned about the rising cost of living and are being forced to cut costs, forget about their favorite brands and switch to cheaper brands.
Knowing this, we wanted to explore the topic more deeply: what are the biggest concerns of consumers in Latin America? At Americas Market Intelligence, we have thoroughly researched their most pressing concerns. They aren’t just focused on spiraling product prices.
In fact, among the great fears of the modern consumer in Latin America is uncertainty about health issues — possibly a holdover from the pandemic — as well as environmental concerns. We could also highlight the constant bombardment from social networks and influencers throughout the region, but we’ll explore that in greater depth in another article.
The Cost of Living Is Higher Than Ever—and Consumers Are Feeling It
According to Bain & Company (2025),1 52% of Latin American consumers are concerned about finances. In fact, we are 33% more concerned about our financial well-being compared to markets such as Europe or the United States.
The most direct impact is undoubtedly felt in the cost of food, an item that already defines the purchasing power of Latin American families. Eighty-four percent of consumers in the region have felt the rise in food prices, this being the most sensitive category, followed by items such as clothing (42%) and personal care items (38%).2
What Latin American Consumers
Value the Most
Key 2025 insights on what Latin American consumers value: essentials, local brands, health, and human touch in service.
What are LatAm consumers doing to handle these challenges?3 4 5
Adjusting priorities
Consumers are shifting how they shop to meet newer, tighter budgets.
- 38 % of Latin Americans have reduced the number of items they buy.
- 36% have avoided or eliminated certain products from their shopping carts
Losing brand loyalty
Among Latin American consumers, brand loyalty is losing value in the face of the need to save money. Store or retailer brands (also called private label brands) are becoming more and more popular among consumers in Latin America.
- 48% of consumers in Latin America have tried new brands in the last three months
- 43% have started buying cheaper brands
- 31% have opted for supermarket own brands (cheaper)
Changing habits
- 38% of consumers in Latin America are opting to do more things themselves, prioritizing staying at home
- 26% have increased their frequency of shopping at neighborhood stores, and 24% are shopping more at discount stores
Strategic use of loyalty programs
Although these programs are designed to spur purchases, in practice, LatAm consumers use them strategically to cut costs. They even join more than one loyalty program to maximize their discounts. For example:
- 90% of members take advantage of loyalty program discounts
- On average, Latin American consumers are enrolled in at least two loyalty programs
- 61% of loyalty program members are enrolled in two or more related to the same product or service
The Planet Also Plays a Role in Purchase Decisions by LatAm Consumers
While Americans get into heated debates over whether climate change is a myth or a severe problem, Latin Americans are much more in agreement on this issue. In fact, Latin America is arguably the most environmentally concerned region in the world. According to Voices! & Dato Debate,6 9 out of 10 Latin Americans believe that global warming is a serious threat to humanity, and agree that the increase in fires, floods and hurricanes is caused by it. In addition, 77% attribute climate change to human action.
This environmental awareness is having a direct impact on consumption. Conscious consumers already represent a third of the population in Latin America and spend approximately US$17 billion on non-durable goods, according to Kantar.7 Far from being a niche, it marks a paradigm shift that responds to new demographic dynamics. Generation Z, which is more receptive to adopting environmentally friendly lifestyle changes, is set to become the largest consumer segment by 2030. In LatAm, young, one- or two-person households are beginning to predominate and are more receptive to adopting environmentally friendly practices.
On a practical level, 70% of shoppers in Latin America already carry their own reusable bags, 47% prefer paper packaging and 36% avoid buying any plastic products. Chile leads this transformation, with high levels of awareness and action. Argentina stands out with 53% of households adopting green practices.
LatAm shoppers are more health-conscious and aspirational
Well-being is a latent source of frustration that shapes consumption decisions in Latin America: nearly 40% of consumers in the region say they are concerned about their physical health, and another 28% are concerned about work-related stress.8 This has driven significant changes in lifestyle habits, ranging from food choices to the search for experiences that offer peace of mind and protection.
To get around these frustrations, the region’s shoppers seem to have made a list of goals. Latin American consumers:9
- Want to lose weight (37%)
- Want to get more sleep (34%)
- Want to improve their physical condition (32%)
- Want to spend more time with their loved ones (29%)
- Want to improve their mental health (20%)
This trend has driven interest in natural, organic products and perceived “functional” options. According to Bain & Company, this translates into the consumption of less sugar, fat and gluten, and more protein, highlighting how health-driven consumer choices in Latin America are reshaping consumption. Other figures back this up: the organic food market in South America is projected to grow by 13% between 2025 and 2033, driven by increased consumer awareness of wellness and the consequent need to substitute conventional foods, especially dairy.10
However, access to these products is still limited by purchasing power, which reveals a paradox: consumers want to take care of themselves but often cannot afford the healthier options. As a result, consumers are willing to spend more on products they consider healthy, in exchange for reducing consumption of others that are not so healthy. For example, at least 40% of LatAm consumers say they have reduced sugar consumption.
Top Selling Products Among Latin American Generation Z
Latin America's Gen Z spending trends: from tech products and wellness to beauty, gaming, and eco-friendly items.
Next Steps
Contact us to learn about consumer behavior in your industry or business model. The data tell us that Latin American consumers are increasingly demanding, mercurial and prone to frustration with brands that do not understand their needs; as such, well-executed market research provides guidance on the strategies that companies can adopt to meet the real expectations of their potential customers—and thus strengthen their competitive positions.
AMI’s LatAm consumer market research studies have focused on actionable insights that allowed clients to:
- Adjust pricing and promotional strategies based on what consumers are really willing to pay in different product segments and countries.
- Identify the consumer segments with the greatest potential and define marketing messages aligned to their needs and motivations.
- Understand how purchasing, consumption and product usage habits change by country, socioeconomic group and distribution channel.
- Evaluate brand positioning vis-à-vis competitors and identify opportunities to differentiate and increase consumer preference.
- Determine the attributes and benefits most valued by consumers to optimize the development of new products or improve existing ones.
And much more. Contact us to learn more about how we can deliver you the insights to achieve your goals with your customers.
Sources:
- Rodríguez, M., Perez de Rosso, A. (2025). ¿Cómo están pensando, sintiendo y actuando los consumidores latinoamericanos? Bain & Company ↩︎
- Rodríguez, M., Perez de Rosso, A. (2025). ¿Cómo están pensando, sintiendo y actuando los consumidores latinoamericanos? Bain & Company ↩︎
- Rodríguez, M., Perez de Rosso, A. (2025). ¿Cómo están pensando, sintiendo y actuando los consumidores latinoamericanos? Bain & Company ↩︎
- Kantar, El consumidor de 2025 en Latinoamérica: Entre la búsqueda de ahorro y la inversión en calidad ↩︎
- EY. (2025). Estrategias y programas de fidelización en Latinoamérica 2025 ↩︎
- Voices! & Dato Debate. (2024). Latinoamérica se destaca como la región más preocupada por temas ambientales ↩︎
- Kantar. (2025). Sustentar para ganar – LATAM 2025 ↩︎
- Rodríguez, M., Perez de Rosso, A. (2025). ¿Cómo están pensando, sintiendo y actuando los consumidores latinoamericanos? Bain & Company ↩︎
- Rodríguez, M., Perez de Rosso, A. (2025). ¿Cómo están pensando, sintiendo y actuando los consumidores latinoamericanos? Bain & Company ↩︎
- Cognitive Market Research. (2025). South America Organic Food Market Report 2025 ↩︎
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