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2015 | LATAM KEY INDICATORS
Variation vs 2014

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2015 | LATAM KEY INDICATORS

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Q4 2015 | SUMMARY LATAM
#PolarizedFMCG Bolivia and Peru joined in this last quarter to the trend of falling consumption in the region,
while Chile begins to pull away from the group, with one of the highest growths registered in the year.
#LatinosWithCleanHomes Home care is the fastest growing basket in the last quarter. Factors such as a wide
variety of flavorings, uses, options and even price, allows that this category has a consumer dynamic different
from the rest of the baskets.
#AGoodExample After a deceleration in 2014, Chile seems to recover in 2015, showing a growth trend across
FMCG consumption throughout the year.

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FY 2015 | SUMMARY LATAM
#AToughYearForLatam The economies of Latin America diminish. The average growth in the region is slowed
by the deceleration in major economies such as Argentina and especially Brazil. Consumer habits have
affected 2015 showing a growth of FMCG below 2014.
#TheMostImportantAreTheMostAffected Food and Beverages baskets are the most affected by the current
situation in the region, more spaced shopping with higher tickets reveal a more precarious situation for these
baskets.
#TheTopFive Chile with the best performance in the year mainly in Home Care and Dairy; Ecuador, Mexico
and Bolivia, despite the economic situation of each country, with good performance in Cleaning categories,
Beauty and Dairy; Peru’s growth is the lightest of all, especially for Beverages.

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LATAM IN 10 CLIKS
Click on each country to
display or hide Insights

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CHILE
ARGENTINA
BRASIL
BOLIVIA
PERU
ECUADOR COLOMBIA
MEXICO
CAM VENEZUELA
ARGENTINA
#ConsumerHabits Argentineans households did not reduce the size of
their purchase, but instead their purchase frequency decreased.
#ValueForMoney Argentinean shoppers are seeking for maximizing their
budget. Promotions & Private labels are good options to do it.
#LookingForPromotions "Under promotion" purchases are increasing their
market share. They represent 20% of retailers value share.
BOLIVIA
#NaturalJuices Natural juices consumption is
consolidated in 2015, before a wave of new
releases and a healthy trend.
#MilkConsumption Government policy continues
to strengthen the consumption of milk for
children.
#HomeCare Cleaning categories move to a
more competitive environment with new players
and diversity of offerings in 2015.
BRASIL
#Promotion&Inflation Promotion as a tool to minimize the impact of
inflation.
#Cash&Carry The only channel that grows - Housewife makes supply
purchases and shopping on Saturdays.
#ReducesSpending AB SEL reduces their spending and DE SEL
reduces the trip to the POS (-5 trips), however keeps its
purchasing volume.
COLOMBIA
#BeveragesTheFavorites Beverage categories like Water
and Kumis are winning new households.
#TraditionalChannelMaintainsLeadership Continues to lead
markets in Colombia, proximity and convenience are the
key.
#TheMostDynamic Middle SEL households (3 and 4
people) are increasing their consumption.
ECUADOR
#ActFast Winning Brands 2015 managed to adapt to the environment of
uncertainty and adapt faster to new changes in shopper behavior.
#RetailManual The development of retails becomes a good chance to
adapt to Shopper through packs and promotions that generate the correct
value equation.
#MomentOfTruth 2016 may be the year when leader brands can regain
lost ground, doing things different and adapting to the current needs of the
shopper.
MEXICO
#FullerCarts But less shopping trips, Mexico sums to Latam trends.
#MoreIndulgent Mexican households readjust their expenditure to please theirselfs with
dispensable categories.
#ProximityWasTheKey In 2015 Pharmacies, Convenience stores, Small bodegas or
Discounts grew.
PERU
#WidenDifferences Today more than ever we have "2 PERU" with
different behaviors (Mid-High SEL / Low SEL).
#ChannelsMix The Peruvian Shopper looking for opportunities in the
different channels.
#MoreBeverages Beverages basket with the best performance in 2015.
VENEZUELA
#ProductExchange 76% of Venezuelan HHs
did at least once a product exchange.
#GovernmentChannel Can not overcome
negative trend, losing HH Buyers.
#TraditionalChannels Gain weight because of
the shortage.
CENTRAL AMERICA
#ReducedConsumption Households reduce pocket.
Shoppers rationalized their money, visiting more often
the POS, carrying less items.
#LowSELMorePurchases Low SEL Households are
spending more, it is possible they are rationalizing their
money and spending less outside the home.
#TradicionalTradeGrows More frequent purchases drives
the growth in the trade.
CHILE
#DairyGainsImportance After a difficult 2014 and a slow 2015, the
last quarter was very good for Yoghurt and Liquid White Milk, with
"frequency" as driver.
#BeerTheMostDynamicCategory Thanks to craft beers segment
and the "Copa América" this category had the highest growth in
2015. This growth was transversal to all SELs.
#HigherConsumptionMediumSEL The Middle SEL groups are the
ones that increased the most their consumption, the Low SEL
increased its spending and Higher SEL was flat.

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