In a good light
Explore brands that have understood their relationship with sustainable shoppers and quantified opportunities
Some brands have expanded their reach in Latin America by tapping into consumers’ growing sustainability needs. To stand out, they wager on strategies such as prioritising ingredients that are less harmful to the planet, and focusing on the Eco-Active profile.
One of the brands that has emerged in this sense is Peru’s Amarás. The hair care company increased penetration by 6 percentage points between 2023 and 2024 – and had even more relevance among Eco-Actives, with an increase of 10 percentage points in the period.
This rise is due to their investment in natural products that are good for both consumers’ and the planet’s well-being. In addition to not containing salt, alcohol or parabens, the lines are not tested on animals and carry biodegradable raw materials.
An unexpected highlight, but very coherent, is Nestlé Chile’s La Cremería line. The ice creams in the range tap into the search for indulgence, and Eco-Actives also surrender to worldly desires. It offers abundant syrup and ingredients in shareable packaging, which is also recycled. The combination was successful among the most conscious group, growing 172% in penetration.
Brands that can inspire confidence will play a more present role in shoppers’ lives, shaping routines and purchasing decisions. This is achieved with clear commitments, consistent and honest communication about the product journey, and work on consumers’ inclusion to build a sense of belongingness and reduce friction when making a sustainable choice.
Become more sustainable
Consumers in Latin America are more engaged than ever with environmental and social causes. Whether it is a reduction in unhealthy ingredients, a commitment to waste reduction, or a focus on organic, natural, or locally-sourced elements, they increasingly demand visibility of these factors.
As such, our latest exploration of sustainability can set a benchmark for the transformative path ahead. Not only did we gather data, but we also found a call for overarching and meaningful change from consumers.
We leave here some reflections on the journey to win the hearts and minds of those most demanding shoppers.
The environment and the circumstances of people's life invariably influence engagement – A sustainable strategy needs to be organic and fluid, keeping up with the reality of a nation.
In this context, it is essential to understand that the engaged population has long since ceased to be a niche, and that they also seek satisfaction in their consumption.
In addition to the efforts of governments, which are always expected and welcome, the effort needs to be collective. And noting that the population is increasingly aware of their surroundings brings us back to the urgent need for transparent strategies.
Plastic continues to be a great symbol and focus of eco-engagement. Understanding that actions to solve this matter should be broadly communicated can make a difference in the performance of a brand or category.
Categories, or leading brands, that take advantage of this moment will have great allies and promoters of their products and their equity.
The desire for better products and to have less impact exists, but it is not the primary choice driver on a daily basis; therefore, brands should see sustainability as an investment to gain trust, signalling quality, health, and taste.
We can finish by remembering that Eco-Actives and Eco-Considerers consume more products by brands with plastic-free packaging, local credentials, natural ingredients, and fair-trade practices.
Our Sustain to Gain report presents the value of sustainability based on five years of impact on consumer behaviour in Latam. And it goes above and beyond by offering insight into the future, combining personalised insights from your brand and category to empower you to identify opportunities and adapt strategies to meet growing demands.
