Latin American Consumers

The social fabric of Latin America is changing considerably due to increasing global influences. This has led to a drastic shift in the values and attitudes of Latin American consumers. This brief examines how these values and attitudes are presenting marketers with new opportunities and identifies what deep-rooted traditional factors remain important for successful marketing in the region.

REPORT HIGHLIGHTS

Latin American consumption patterns have changed significantly in the past 30 years, especially now that many Latin American families now have both parents working thereby reducing the time women have to make traditional, elaborate, home-cooked meals.

Western influences are creating conflicting motives and consumption behaviors between Latin America’s younger and more mature consumers, the nature of which often varies by region.

The ‘metrosexual’ trend that took off in Europe and the United States is starting to influence tastes in Latin America. Increasingly, Latin American men are defying their stereotypical macho image and pay greater attention to personal grooming.
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THE FUTURE DECODED

How are consumer values and attitudes changing?
Which deep-rooted factors remain important?

ACTION POINTS

Adopt different strategies for different lifestages
Don’t underestimate the importance of traditional values
Communicate positive family values and shared experiences
Capitalize on natural concerns for personal appearance
Pursue opportunities in ‘low and lite’ products
Pursue opportunities in functional food and drink products
Place heightened importance on social responsibility

APPENDIX
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