Nielseniq, the leading consumer intelligence company presents consumption trends in Argentina corresponding to the first semester of 2024. Despite a challenging economic environment, signs of deceleration are observed in the fall in mass consumption, which suggests a possible recovery towards 2025.

The study shows that after reaching minimum historical levels in the last two decades, The fall in mass consumption has begun to decelerate, favored in part by moderation in price increase. This phenomenon has been observed in all products of products, the first segment being the first segment to show this trend. However, the most expendable products, such as appliances and technology, have experienced even more pronounced falls, doubling those recorded into mass consumption products.

Transformation of purchase channels

Traditional self -services and channels have been the main engines of this deceleration in consumption, while supermarkets have registered a greater fall, influenced by their high base of comparison. For the first time in four years, self -service begins to recover land, being a cheaper alternative against supermarkets.

Economic and private brands: predominant options

55% of Argentines choose to buy more economical brands or brands of supermarkets. Although the price search is still relevant, a recovery of the first brands begins to be seen, especially in food and drinks, which reflects a polarization of consumption.

"Proximity" as savings strategy

Consumers continue to choose to buy in their own home and with low tickets where they do not exceed 5 units in the warehouse or 7 in the supermarket. The average disbursement per visit is around $ 7,750 pesos in the first, and $ 9,800 in the second, being a fairly similar expense between both channels.

Perspectives and future consumption

The first semester of 2024 has been one of the most complex in terms of mass consumption since the 2001 crisis. 60% of the population belongs to the low socioeconomic level, with 48% below the poverty line. Despite this situation, the slowdown in the fall in consumption and the reduction in the magnitude of the price increases suggest that a path to recovery could begin in 2025, with a projected growth of 5.1%.

“Although a recovery is projected around 2025, it will not reach the levels of 2023. Current at least two years, as long as the economy remains stable ", concludes Javier González, commercial leader of NIQ Argentina.

Nielseniq will continue to monitor these trends to provide key information that allows companies to adapt and take advantage of emerging opportunities in the Argentine market.