2024: three countries, three realities - a mosaic of opportunities
Brazil, Colombia, and Chile represent different stages of consumer evolution that help us understand the specificities of Latin America
Brazil stands out as leader in recovery, projecting a solid 10% growth in FMCG units. Amid a sustained drop in unit prices, this environment stands out for sustaining last year’s rate. Larger shopping missions are driving this growth, with stock-up missions increasing by 9%, and daily purchases also maintaining an 8% increase. The moment will be marked by the consolidation of omnichannel, with wholesalers continuing to gain relevance as the channel of choice for their value-for-money proposition and, as a result, increasing their share in purchase occasions.
A 4% growth is expected in 2024, driven by the visible decrease in unit prices that started in mid-2023. Discount stores will continue to be significant players in the omnichannel landscape, capitalising on the increased frequency. While Cash & Carry and hyper/supermarkets will gain prominence, expanding their buyer base (where we already see a 13 pp increase in 2023), especially at the base of the socioeconomic pyramid.
We anticipate a 4% rise in FMCG units, driven by the expected decline in the overall inflation rate and in the shopping basket. Chile’s differential lies in the continued expansion of omnichannel through penetration, already reaching 6.4 points of sale visited per quarter. Discount stores and wholesalers will lead the penetration growth, sustaining their current trend of +12.4 and +11.1, respectively. Chile is leaving behind difficult times and embracing a more promising future.
In an ever-changing market, predicting the future is invaluable. With our analytical tools, we go a step further to anticipate what strategies best connect with the shopper. Winning brands trust in us as their indispensable partner. Count on us to offer you a deeper and more comprehensive understanding of the market that allows you to identify the opportunities first.
