Consumer Trends in the New Reality

Although in Central America the period of mandatory confinement has been exceeded, it is still a priority for consumers in the region to spend their free time in their homes and to devote themselves to household cleaning and home cooking.

Thursday, September 17, 2020

It has been six months since the first cases of covid-19 were detected in the region. When the outbreaks began, governments chose to subject consumers to strict household quarantines, a measure that affected not only the economy but also people's behavior in the medium term.

Although in recent weeks Central American countries have gradually relaxed restrictions on the mobility of people and productive activities, there are still some habits among consumers.

You may be interested in "Consumers Return to Supermarkets"

According to Kantar's reports, currently 85% of Central American buyers assure that home cleaning is their main activity in this new reality. Due to this change in habits, sales of categories such as chlorine, surface cleaners and cleaning cloths have increased.

Prensalibre.com reviews that "... Another activity that stands out at home is cooking for the family, 55 percent of Central Americans say they do it. Products such as condensed milk, corn or wheat flour and margarine have benefited, because their consumption was transferred to households, because of the pandemic."

See "Online Sales: What are Consumers Looking for?"

Felipe Baselga, a leading partner in Deloitte's Consumer Industry and Financial Advisory Services, explains that "... a trend towards essential items such as food, cleaning and personal care products, to prevent infections, persists. In December, a moderate and at the same time austere increase in consumption is probable, because the atmosphere of uncertainty at the economic level is coupled with a certain optimism among businessmen and the population due to the reactivation."

Also see "What are the consumers who spend the most?"

More online purchases, the increase in demand for home delivery services, environmentally responsible consumption and the purchase of healthy and functional foods are some of the new trends.

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More on this topic

Consumption: What is Expected at the End of 2020?

November 2020

Food, beverages, liquor, household and personal care items are the categories that are expected to drive the rise in consumption levels in Central America during the last month of the year.

Despite the fact that 2020 has been a complex year for all business sectors, due to the covid-19 outbreak that generated a serious economic crisis in all Central American countries, sales are expected to increase considerably in December.

Mass Consumption and Buyer Behavior

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Greater preference for private brands, less use of cash and fewer purchases but in higher volumes, are some of the characteristics of current consumer behavior when it comes to demanding mass consumption products.

In this new business scenario, market research companies continue to focus on understanding the new consumption habits of people in all countries in the region.

New Reality: Changes in Consumption Patterns

August 2020

In the new business scenario consumers have increased the demand for household disinfection products, fruits, vegetables, vitamins and medicines, consumption patterns that could be maintained in the medium and long term.

When the first cases of covid-19 were reported in Central America in March, the first reaction of people was to make compulsive purchases.

Quarantine: What Are the Most Demanded Products?

April 2020

Butter, baby diapers, surface cleaners, and wheat and corn flour are some of the products most demanded by Guatemalan households in this context of quarantine and social isolation.

Yogurt, tuna, processed beans, cookies, rice and toilet paper are the other items that complete the list of ten more products bought by families in Guatemala in this new commercial reality, resulting from the health emergency caused by the outbreak of covid-19.

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