Follow the shopper: changing retail landscape in Latam

Follow the shopper - the new structure of retail

Shoppers in Latin America are more willing than ever to try new retail formats in their quest to get the most from their grocery budgets. As a result, the channel structure in the region is changing rapidly.

Understanding the emerging channels, and having a clear strategy for being where shoppers are, is a critical part of brand building.

FMCG volume grew by 1.7% in Latam last year. Despite consuming less, households are spending 10% more on their basic basket. Price inflation and lower incomes put shoppers under greater pressure to manage expenditure. They buy less frequently, and make more considered and rational purchases. They have become skilled ‘omni-shoppers’ who, for example, visit the cash and carry to stock up on home and personal care items and use convenience stores for perishable goods.

This has led to a shift in the retail landscape, with a proliferation of new formats and channels.



FMCG market has become more fragmented, in order to become more convenient and practical for consumers.

Ultimately, it is the shoppers who are the winners – but the brands and retails that know how to build on the trends will also succeed.

Download our "Follow the shopper" report and learn more about the changing retail landscape in Latin America.