Through representative surveys, in -depth interviews and Focus Groups throughout the country, from Youniversalour Trend Lab Continuously monitors the social and cultural pulse of Argentine consumption. This allows building an updated radiography of the motivations, tensions and expectations of consumers. In the last measurement last June, we analyzed what changed (and what not) since December 2024.
The photo. The data reveal that the Argentine is still adjusted, but not resigned. Optimize, compare, prioritize and wait for more. Because when the margin is boy, the demand becomes great.
In a country where social perception defines as much as hard data, The middle class is still a symbolic lighthouse. Although only 37% of Argentines identify today with this category, their imaginary force remains intact: 86% still believe that the middle class is the engine of national progress, just one point below the measurement of December 2024.
But being middle class is no longer what it was. Although there is a slight improvement, even 83% of respondents declare having had to adjust their consumption, a number barely less than 87% of last year’s closure. The trend is maintained: it continues to spend less, but now with more strategy than urgency.
The search. In June 2025, the middle Argentine had perfected its consumption logic: not only cuts, but optimizes. In fact, each person applies on average 3.4 Strategies to take care of their money, including buying in wholesalers, choosing larger containers, own brands and Refill products. 52% of women declare to be especially attentive to promotions and 39% of those over 45 years choose XL formats for their convenience.
At low levels, the purchase “a day” is consolidated: only what is necessary, only when it is in Promo. 37% of C3 consumers buy when the product is on offer, and 30% of the C3 buy large containers to obtain a better price per unit.
As trends that cut generations, we see that the youngest show a greater openness to enjoyment, but they are also the ones who prioritize the symbolic at the time of consuming: they seek products that allow them to express themselves, give away or stand out, even in adjustment contexts. On the other hand, those over 45 appear as the most rational and structured: they are the ones who apply the most strategies to optimize spending (39% buy XL containers, 28% buy by promotion), with a more planned consumption and oriented to cover needs. While young people seek to belong and differentiate, adults seek to sustain.
And all this, in a time climate where the State runs, individual prominence becomes central. The freedom to choose from – with what you can – becomes a mandate, and choosing well transforms into a form of care and affirmation.
Micro rewards adjustment. The emotional map also moves. Although the reduction of expenses is widespread -once and outputs remain the top 3 of cuts -, the percentage of those who stopped buying non -essential foods: 39% in June 55% in December. This data suggests a small margin for enjoyment.
This is confirmed by another finding: 89% say that becoming a taste from time to time is important for their mood. In other words, pleasure remains necessary, even (and above all) in austere times.
The brands, meanwhile, import again when they allow that “taste”: 30% are willing to pay more for a brand on a special occasion, and 26% would do it if it is for a gift. The product ceases to be just functional to acquire symbolic value: belong, highlight or transmit values become valid arguments to invest more.
National vs. Imported. The choice between national and imported products is not just a price issue: it is a symbolic statement. 66% prefer to buy Argentine products to support the national industry, while 32% declare that consuming imported products in the supermarket makes them feel part of the world.
This double desire reveals a typical Argentine consumer tension: belonging, but still affirming identity. Value the own without giving up the global. And, in that tension, local brands face a major challenge: when you have less, wait more. More quality, more sense, more connection.
Less pessimism. Without euphoria, social humor slowly improves. 40% believe that others are the same as him, while 37% consider that they are worse, a significant fall compared to 60% who thought that in December. There is a more stable perception, without euphoria but with less fatalism.
Regarding the future, the expectation of economic worsening down and the idea that conditions will be maintained. This does not imply enthusiasm, but resigned pragmatism: continue, even if there are difficulties.
In times of emotional rationality, the data is overwhelming:
-92% believe that brands must accompany in difficult times.
-84% say that changing brands for a cheaper makes it feel intelligent.
-But also, 64% accept that changing brand can feel like a loss.
Brand identity continues to import, as long as it makes sense to the consumer. Today more than ever, brands must be willing to justify their value -with a price, but also with purpose.
Finally, It should be underlined what brands should know today.
-The value is redefined: it is no longer enough to be, you have to be relevant. Quality, yes, but also occasion, history and connection.
-The context rules: the consumer chooses the channel according to the time and the product. Wholesalers, Refill, Promotions: Everything counts.
-The taste is not negotiated: even who adjusts seeks to give a small pleasure. Brands must facilitate it.
-The perception requires more in contexts of less: when there is little margin, each weight must be worth. Brands must be at the symbolic and functional height of that expectation.
-The national wins if it gives pride: supporting the local industry is a value, but only if the quality and proposal are up to what is expected. Local brands compete not only with other brands, but with an idea of what could be better.
In Argentina of 2025, consumption is less impulsive, more selective and emotionally demanding. Brands that want to be present should not only understand this balance: they must live up to it. Because when there is less, everything matters more.
*Ximena Diaz Alarcón is an outline and CEO of Youniversal
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By Ximena Díaz Alarcón
