Case Analysis
See brands and categories that have understood the current market landscape and are standing out in Latin America
Some brands have successfully expanded their reach in Latin America by tapping into consumers’ growing needs for wellness and sustainability. To stand out, they combined health benefits with an emotional and psychological connection with the consumer. Other brands that manage to do the same will also have a more present role in the lives of buyers, shaping their routines and purchasing decisions.
One of the brands that stood out in this regard is Peru’s Amarás. The hair care company grew 6 percentage points in penetration between 2023 and 2024. The rise is due to a reliance on formulas that do not contain salt, alcohol or parabens. In addition, the ranges are not tested on animals, and carry biodegradable raw materials.
As seen in Chapter 2, bottled water is a product that, in itself, already owns the perception of wellness. However, Argentina’s Glaciar brand goes further. By making specific health themes more functional, the brand saw a direct impact on consumption. Between 2023 and 2024, the company grew 1.4 percentage points in penetration, with greater adherence among Health Actives in the country – an increase of 173% in the period under study.
It is also worth noting that, with 24% of Latin Americans concerned about skin health, the intensity of sunscreen use tends to increase. Proof of this is that 49% of the residents of the region use the product to prevent skin issues. The number is even higher among Health Actives: 57%. In this context, it is also worth highlighting Mexicans’ proactive approach . The category grew 2% in penetration in the country, and recorded an expenditure of 20 million euros last year.
