Supermarkets: Top of Mind in Central America

In the region, it is estimated that more than 4 million people show interest in the digital environment for supermarkets, being Walmart, Pricesmart, Paiz, La Torre, La Colonia and Super Selectos, some of the chains that have better positioned in the minds of consumers.

Wednesday, July 29, 2020

An analysis of the interests and preferences of consumers in Central America, prepared by the Trade Intelligence Unit of CentralAmericaData, gives interesting results on the preferences and tastes of people in various products, services, store chains, brands and activities.

Below is an extract of the analysis:

In all markets of Central America, most of the consumers who have expressed interest in the digital environment in supermarkets are women, who to a large extent are located in a demographic range between 19 and 35 years old. 

(Image from the report, with details of the positioning of some chains at the regional level).

When analyzing the store chains associated with the interest in supermarkets, Panamanian consumers classified as having a high socioeconomic level, quite frequently relate Pricesmart and Walmart (store format without presence in the country, but the population associates it with the term) to this type of business. In the case of the Guatemalan market, Paiz and La Torre are among the brands most associated with the term.

In the digital environment of Costa Rica, Walmart and Pricesmart chains are some of the brands that consumers most associate with the word "supermarket", while in Honduras, Supermercados la Colonia and Pricesmart are two of the chains that people most relate to this type of business.

The analysis details that in El Salvador, some of the chains that have positioned themselves more in the minds of consumers are Pricesmart and Super Selectos, and in the Nicaraguan market the stores that operate under the concept of La Unión, are among those that most monopolize the digital interactions of consumers.

This summary is just a glimpse of the deeper analysis that can be developed at the level of each country, each brand, comparing with competitors and segmenting the results by areas, socio-demographic characteristics, purchasing power of individuals, store format, relationship with other terms associated with the product, among other details.

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