Consumption: What is Expected at the End of 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.

Monday, November 30, 2020

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.

Specialized market research firms estimate that as a result of the end of the year holidays, Central American families spend 7% more on mass consumption products during December.

This year will be atypical, since due to the changes generated by the pandemic, considerable modifications in the consumption habits of Central Americans are reported, who prefer to stay longer in their residences.

See "How do Purchasing Intentions Evolve?"

"... The consumer is spending on products for home consumption and that trend is expected to continue until the end of the year," Vivian Galvez, manager of Kantar Worldpanel, told

Frozen foods, liquid sauces, cornmeal, condensed milk, rice, cooking aids and bags to flavor meats are the food products that will increase their demand.

The article reviews that "a relevant fact is that by December there will also be growth in the personal care basket, in categories such as hair treatments, fragrances and colognes, makeup, face and body creams, among other hygiene categories such as sanitary towels, toilet soap and toothpaste."

You may be interested in "Potential Market for Seasonal Sales"

In this context of new commercial reality, other important changes in consumer behavior have been identified, such as the anticipation of seasonal purchases.

John Copeland, vice president of marketing and customer insight at Adobe, explained that "... the holiday shopping season is starting earlier than ever this year, and we expect record online sales, as many consumers are choosing to store online to avoid stores due to the unknowns surrounding the Covid-19."

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