Generation Z in Latin America now account for 21% of spending among total consumers in the region.1 Right now, their spending is not as high as Millennials and Gen X (26% and 25%, respectively), but the turning point happened back in 2018, when they overtook that of Baby Boomers.
Between 2024 and 2030 (year when most Gen Z consumers will be in the labor market), Generation Z spending in Latin America will rise by US $192 billion.2 Then, by around 2032, Gen Z will have caught up with Gen X to become the second highest-spending age group in Latin America.
In this article we look at the products and services that will have the most impact among Generation Z in the coming years.
The Top-Selling Products in Latin America 2025
Recent numbers reveal what LatAm consumers are purchasing the most around the region.
1. Latest Technology
A report by Samy (2024)3 notes that more than half of Gen Z in Latin America (52%) consume the latest technology, including mobile phones, computers, video game consoles, and smart-home devices.
This buying attitude might be explained partly by a demand for wellness, as we explained in our article on Gen Z consumer trends in Latin America. According to a report by NielsenIQ (2024),4 two out of five Zoomers in Latin America invest in the latest technologies because they believe it saves them time and improves their lives.
2. Health and Wellness
According to the Samy report, 37% of Gen Z consumers in Latin America spend money on visits to doctors, physical health products (like proteins and supplements), fitness center memberships, yoga classes, psychotherapy, and others.
This trend is particularly marked in Mexico, where seven out of ten Gen Zers would be willing to try products that improve their health, according to NielsenIQ. For example, 52% of Mexican Gen Z consumers have bought products that help with weight control or weight loss.
3. Beauty, Cosmetics, and Personal Care
Some 36% of Gen Z in Latin America buy cosmetic products or services like makeup, skin and hair creams, perfumes, cosmetic services, etc., according to the Samy report.
The category becomes more relevant in countries like Brazil. Products such as lip treatments, makeup, and facial masks saw the greatest increase in significance among Brazil’s Generation Z in 2022 (+3 pp, +2.8 pp, and +2.6 pp, respectively), according to NielsenIQ. Between January and June of 2024, 75% of beauty product mentions on social media platforms were from consumers aged between 18 and 25.
4. Digital Entertainment
Some 25% of Generation Z consumers in Latin America spend money on video-streaming, music, and podcast platforms such as Netflix, Spotify, Disney+, etc., according to Samy. In video streaming specifically, seven out of ten Gen Z viewers (aged between 18 and 24) prefer using their mobile devices to watch videos rather than a connected TV or PC.5
5. Sustainable Products
Some 20% of Gen Z consumers in the region spend more of their money on products that are environmentally friendly. These range from sustainable clothing and footwear to recyclable products like water bottles and bags, according to Samy.
This follows a global trend, with 25% of Gen Z consumers reporting that cruelty-free animal manufacturing influences their buying decisions.6
In Brazil, for example, 43% of Gen Z consumers would stop buying a product if the company were found guilty of greenwashing. In other words, instead of implementing actual sustainable practices in their product, the company devotes its marketing efforts to promoting a “green” image.
6. Alcohol
Alcohol products are expected to have one of the biggest increases in product spending among Generation Z globally between 2024 and 2034, according to NielsenIQ. Latin America is no exception here because in Brazil, for example, consumption will rise 24.3%.
It will, however, be a gradual change. If we look at the case of Brazil,7 60% of Generation Z consume little or no alcohol at home or at social events. In fact, there is currently a very slight increase in preference for non-alcoholic beers.
Bear in mind, however, that the NielsenIQ methodology included interviews with Generation Z individuals aged between 13 and 25, even though the legal age for drinking alcohol in Brazil is 18. As Gen Z reach legal age, their preference for alcoholic beverages may increase.
7. Video games
Latin America’s Generation Z is decidedly gamer. According to a report by Visa (2024),8 four out of five Gen Zers in Latin America identify as gamers, and seven out of ten not only consider video games to be their main form of entertainment, but also use them for socializing.
The Visa report mentions that video games among Gen Z in Latin America are their first contact with digital payments, and 32% of Gen Z gamers have made a purchase within in a video game.
Worldwide, Generation Z is the cohort that spends the most time gaming. According to a report by Newzoo (2021),9 gamers of this generation spend an average of 7:20h per week in playtime. Interestingly, it is not just about gaming: 71% of Gen Z players also consume video game-related content, such as watching their favorite streamers, which highlights the importance of networks like Twitch or YouTube in digital marketing strategies.
Next Steps
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Sources:
- NielsenIQ, GfK & World Data Lab (2024). Global Gen Z Spending Report ↩︎
- NielsenIQ, GfK & World Data Lab (2024). Reporte sobre el gasto mundial de la GenZ – Industry & Insights Brasil ↩︎
- Samy & Capture Intelligence (2024). Gen Z LATAM: Mitos, Verdades & Tendencias ↩︎
- NielsenIQ, GfK & World Data Lab (2024). Reporte sobre el gasto mundial de la GenZ – Industry & Insights Brasil ↩︎
- Penthera (2021). Latin America Video Streaming Behavior Survey ↩︎
- NielsenIQ, GfK & World Data Lab (2024). Global Gen Z Spending Report ↩︎
- NielsenIQ, GfK & World Data Lab (2024). Reporte sobre el gasto mundial de la GenZ – Industry & Insights Brasil ↩︎
- Visa (2024). Cómo conquistar a la generación Z en redes sociales, videojuegos y pagos ↩︎
- Newzoo (2021). Newzoo’s Generations Report: How Different Generations Engage with Games ↩︎
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