Transforming the Nicaraguan consumer

The outbreak of covid-19 generated strong changes in the dynamics of the markets in the region, and in this context, in Nicaragua consumers have decreased by 16% their visits to supermarkets and have increased their interest in e-commerce services.

Thursday, May 28, 2020

The interactive information system developed by CentralAmericaData monitors in real time the changes in consumer habits in all the markets of the region, with detailed information that is fundamental to understanding the new commercial environment that has emerged in an accelerated manner.

In the context of the covid-19 outbreak, in the Nicaraguan market, the mobility of consumers in residential areas rebounded, since as of May 16th the trend registered a 12% increase compared to what was reported at the end of February.

The social distancing has caused the emergence of a new commercial reality, since as of May 16 in Nicaragua there was a drop in the number of people who moved to locations identified as supermarkets or pharmacies, when a -16% variation was reported with respect to the levels registered in the last week of February.

The drop in visits to supermarkets caused an inverse effect on interest in e-commerce, since according to the digital interactions of consumers associated with the subject, it rebounded in recent weeks. The interactive report details that in the Nicaraguan market, the long term trend associated with the theme of e-commerce services has registered a sustained increase since January 19th of this year, and in the case of the short term trend, this has picked up since January 5th.

Consumer interactions associated with professional cosmetics are among the trends that have gained the most ground in the short-term trend. The records show that from February 2, 2020, interest in these products has increased, and this has continued until now.

The data explain that the short-term trend in this context of confinement and change in consumer habits, interest in cleaning services has increased. The upturn has been evident since 26 January.

CentralAmericaData has a complete information system for the analysis of consumer interests in any country of the region, allowing companies to project demand trends and anticipate changes that will be registered in the various sectors and categories of products and services. This information system allows for weekly tracking of any product or category, resulting in an extremely valuable input for making business decisions in the new commercial reality.

The tool also includes data on consumer mobility trends, their location, detailed information on their income level, their characteristics, purchasing power and their interests. It also allows the dimensioning of the market potential of home delivery in a given area, delivery times and other data, for any city in the region.

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