Mass consumption in Argentina traveled a 2024 full of ups and downs, marked by a challenging year and an uncertain economic context. However, investment in technology by companies proved to be a key factor in reactivating sales through the professionalization of distributors that added innovative digital tools and data -based strategies thus promoting the mass consumption market.
Growth ally. A consultant’s report Gartner He revealed that investment in technology by companies increased by more than 30% over the past five years. An example of this is the SAAS market (AS SERVICE software), which allows companies , quadruplying your turnover.
This context explains the growth of Nextbynleader in the region in the development of marketing and distribution software of mass consumption products for the indirect channel, who in the last year registered an increase of almost 10% of new customers, which represents about 2,000 new users that They adopted the technology to professionalize their businesses, covering large and close distributors and close businesses. In this sense, Elvio Cescato Founder and CEO of the company, comments that in 2024 the use of technology was key to identifying patterns and adjusting strategies dynamically and companies such as Nestlé, Mondelez or Danone could capitalize on recovery signals. “In 2025 we will see a year of great transformations accompanied by an even greater adoption of technological tools ”, anticipates. In their opinion, at the market level, the first brands will continue to consolidate in front of the “brands B”, while the close channels will continue to gain ground in front of the large surfaces. “In addition, the arrival of new brands and imported products is expected, which could further boost the market,” he concludes.
For its part, the recent report “IT Market Review 2024-2025” developed by Magmacomms Together with CIO research, he confirms that technology is strengthened as an undisputed ally: 64% of Latin America companies plan to increase their investments in technology by 2025, highlighting artificial intelligence as a key promoter of innovation.
Trends in mass consumption. Despite the abrupt falls of the first quarter, mass consumption closed 2024 with encouraging signs. Self -service and warehouses, main actors in the nearness channel, experienced a rebound in several key categories, according to data obtained by the platform Consolidate of Nextbyn which allows to monitor sales and stock in more than 350,000 businesses of closeness. Here, some examples.
– Alcohol without alcohol First brands grew +7% in the second semester and a notable +12% in December, indicating an optimistic closure.
-The alcohol drinksespecially snacks and other drinks, they went from an annual fall of -7% to a growth of +25% in December, reflecting a significant rebound.
-Higure for the home It had a sustained improvement that culminated with an increase of +64% in December compared to the same month of 2023, showing the greatest relative recovery between the analyzed categories.
But not all categories showed constant trajectories
-The products dairy They showed a general trend was positive with a growth of +21% in the year, although dynamism was losing strength towards the end, closing December with a slight decline of -1%.
-The beersone of the few categories that started the year with growth (+28% in January), maintained a stable rhythm for the rest of the year, although with more moderate variations towards closing.
Both categories seem to reflect behavior related to the redistribution of consumption between channels. In 2023, promotions and discounts brought a large part of the demand to large surfaces. However, in 2024, the decrease in these promotional actions and a price pairing favored the traditional channel, attracting consumers again to close shops.
Voices. The closure of 2024 left an optimistic panorama, where technology and innovation are emerging as essential tools to face the challenges and take advantage of the opportunities that will bring 2025. Aldana TancrediCommercial Manager of Enro Distribution, leading distributor of mass consumption products from the southern zone of Greater Buenos Aires, ensures that the incorporation of digital tools marked a key change in business operation. “For two years we have integrated B2B platforms (” Business to Business “) And we started operating with the marketplaces, which allowed us to optimize times, improve stock management and offer our customers more efficient and safe access to our products, ”he says. He affirms that this change towards digitalization gave them more flexibility and control, reducing errors and expediting processes that previously demanded longer and resources. In addition, they gave retail businesses the possibility of buying online at any time with access to a wide variety of products and discounts, improving their experience and facilitating their planning.
In a market where immediacy and efficiency are key, technology allowed to strengthen competitiveness and provide better customer service. A formula that new tools enhance, but enclose a tradition that endures.
By Marcelo Alfano
