SEE WHERE YOU STAND
We go way beyond published numbers to give you a reality-tested calculation based on both formal and informal markets.
Why Measuring Market Share in Latin America Isn’t Simple
In many advanced economies, calculating market share comes down to dividing a company’s sales by total market sales.
This can work when you have current, exhaustive, and public data from central banks, commerce ministries, customs, regulators, industry associations, and published financials from public companies, that tell you the total market size.
But when reliable market sizing data is not readily available, as is usually the case with Latin America and the Caribbean markets, your market share share calculation will be equally unreliable.
Adding to the challenge is that most companies in Latin America are private, often small informal businesses.
So you have to dig for the data.
Without the specialized experience that AMI has after 30 years of calculating market share for clients in Latin America, it’s likely that data digging done by less experienced (in LatAm) firms will uncover more fool’s gold than intelligence with real value.
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for Latin American market share research.
How We Calculate Market Share Reliably in Latin America
We begin with all available public data and industry reports, but it is our regional analyst network is what unlocks accuracy. This allows us to:
- Uncover trustworthy data on private and informal businesses
- Conduct customer surveys with stratified sampling and post-stratification calibration to ensure representativeness
- Identify indirect data sources that reveal sales volumes (e.g., processor transaction data, port throughput, settlement records)
- Triangulate and validate findings through objective industry experts
Making Data Decision-Ready
To make the data decision-ready, we apply analytical tools such as:
- Panel regression to isolate macro or seasonal effects influencing share
- Bayesian inference to update estimates as new evidence becomes available
- Delphi method to establish expert consensus where data is limited
If channel share is needed, we add data from distributor sales, POS systems, partner financials and other intermediaries, supported by value chain mapping and node-link mapping to clarify flow and influence.
