Consumers around the world continue to adapt to economic changes, technological advances and new wellness priorities. The results of Consumer Outlook 2027, NielsenIQ's (NIQ) global study that analyzes the financial perspectives, spending priorities, concerns and behaviors of consumers going forward, show that Latin America stands out for its ability to adapt, with consumers increasingly strategic, digital and focused on maximizing the value of each purchase.

Consumers are looking for new ways to grow financially

Financial management has become a priority for households in the region. The study reveals that 76% of Latin Americans are actively seeking additional sources of income and that 40% would consider changing jobs to strengthen their job stability.

At the same time, 37.3% claim to be in a better financial situation than a year ago, while 28.7% consider that it has worsened, reflecting a diverse region where consumers continue to adapt to different economic realities.

Spending priorities are evolving

The main concerns for the coming months are the increase in food prices (29%), the increase in basic services (19%) and a possible economic slowdown (17%). Crime (15%) and political instability (14%) are also among the most relevant issues for consumers in the region.

In this context, purchasing decisions become more selective. 64.1% of consumers say they prefer to save when a product does not offer clearly superior benefits, while 58.7% say that, when they decide to spend more, they look for clearly premium options.

In Argentina, as a local precedent, 74% purchased daily necessity products with greater care and 50% switched from well-known brands to less expensive ones during the last year, compared to 41% in Latin America. Additionally, 54% shopped more at discount stores and 44% postponed purchases until they found a deal.

When defining luxury products or experiences, 55% of Argentine respondents mention high-quality materials and 48%, durability.

Technology and well-being drive the next transformation of consumption

Artificial intelligence is gaining influence within the purchasing journey. According to the study, 58% of Latin American consumers claim to have been influenced by recommendations generated by AI and 29% already use these tools to research or decide what to buy.

In Argentina, 38% of Generation Z and 31% of millennials used AI tools or applications in the last 30 days. This is general use of AI. Among millennial mobile users, 76% purchased online from their phone in that period.

At the same time, well-being is consolidating itself as one of the trends with the greatest growth potential. 60.3% of consumers believe GLP-1 treatments for weight management and metabolic health will influence the way people shop for food, beverages and health products over the next few years.

This evolution coincides with a greater orientation towards healthy habits: 70.1% of consumers in the region say they are willing to pay more for fresh products without preservatives, while 54.7% would pay more for products with ingredient or supply chain transparency.

How is consumption shaping up in Latin America towards 2027?

The results point to a more informed, more digital and value-oriented consumer. The ability of brands to demonstrate concrete benefits, offer relevant experiences and respond to specific needs will increasingly be decisive in driving growth.

About Consumer Outlook 2027

Consumer Outlook 2027 is NIQ's global research developed from the insights of more than 21,000 consumers in 31 markets and enriched with the company's purchasing behavior measurement and analysis capabilities.

The survey was conducted among consumers who regularly participate in purchasing decisions for their homes. The samples were structured with age and gender quotas aligned with census data from each country to ensure representativeness and statistical solidity.

The analysis integrates information from retail measurement, shopper panels, digital intelligence, category performance and other NIQ proprietary data sources, allowing us to understand not only what consumers think and expect, but also how those behaviors are reflected in actual purchasing decisions.

The Argentine data comes from NIQ Consumer Life Global, released in November 2025, and is included as background for a different research and period from Consumer Outlook 2027.