The year 2024 closed with a change in the social humor of the Argentines: uncertainty decreased considerably (-11 points compared to May) and positive feelings, such as optimism, began to gain ground. According to the latest report of the Trend Lab of Youniversal, research consultant and trends, this change of mood is having a direct impact on consumption habits, especially in the vacation season.
Although 42% of respondents say that their income does not reach them to reach the end of the month, personal and national expectations show a significant improvement. This is reflected in a lower restriction in items such as clothing, recreational exits and non -essential foods, marking a search for indulgence and personal well -being. In parallel, 31% of Argentines declare to prioritize expenses in experiences, such as trips or exits, compared to material goods.
“Give yourself a taste” becomes a priority, especially among the youngest and the ABC1 segment, which are willing to pay an extra at special moments or original products. “We see even categories such as gourmet foods or local products, which have gained prominence in consumption preferences,” Explain Ximena Díaz AlarcónCEO and co -founder of Youniversal
In a context of adjustment, Argentines resort to classical strategies to optimize their expenses. 53% prioritizes promotions and discounts, while 40% say they have tried new brands in search of better prices. This presents a challenge for traditional brands, but also an opportunity for those emerging to capture new audiences. In addition, the data indicates that loyalty to the brands is at its lowest point, with 65% willing to change if they find better offers.
The report also highlights the growth of neighborhood channels, such as self -service, greengrocers and butchers, especially among young people from 18 to 29 years old, who value proximity and competitive price. This behavior, together with the improvement in social humor, could consolidate a tendency towards local consumption and accessible experiences during the summer.
Finally, the Argentine consumer demands more and more brands that “understand the context.” 78% values those that offer accessible solutions without compromising quality, reinforcing the importance of empathy in communication and marketing strategies.
“With a summer that promises cautious optimism, Argentines seem ready for a vacation where small pleasures, intelligent consumption and connection with the local will mark the course,” Diaz Alarcón concludes.
By rn
