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.
Technology as an ally of growth. A consultant’s report Gartner He revealed that investment in technology by companies increased by more than 30% during the last 5 years. An example of this is the SAAS market, which allows companies to access software through the Internet without the need to acquire permanent licenses or install physical infrastructure, which had an exponential growth in the last 10 years from $ 31.5 one billion more than $ 120 billion.
This context explains the growth of Nextbyn, leader in Latin America in the development of marketing and distribution software of mass consumption products for the indirect channel, who in the last year recorded an increase of almost 10% of new customers, which represents Nearly 2,000 new users who adopted technology to improve and professionalize their businesses, covering both large and small distributors and close business. 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. Thus, companies such as Nestlé, Mondelez and Danone were able to capitalize on the recovery signals. 2025 will be a year of great transformations accompanied by an even greater adoption of technological tools. At the market level, the first brands will continue to consolidate in front of the B Brands, while the nearby 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 even more energize the market. “
In this sense, the recent report “IT Market Review 2024-2025” Developed by Magmacomms together with CIO Research confirms that technology is strengthened as an undisputed ally: 64% of Latin American companies plan to increase their investments in technology by 2025, highlighting artificial intelligence as a key promoter of innovation.
The change in the trends of 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 nearby channel, experienced a rebound in several key categories, according to data obtained by the Consolidated Platform of Nextbyn that allows you to monitor sales and stock in more than 350,000 merchants of closeness:
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Free -brand alcohol drinks grew by +7% in the second semester and a notable +12% in December, indicating an optimistic closure.
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Alcohol drinks, especially snacks and other drinks, went from an annual fall of -7% to a growth of +25% in December, reflecting a significant rebound.
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Hygiene for the home 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:
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In the case of dairy products, the 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%.
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On the other hand, the beers, one 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 the closure.
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.
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.
By Marcelo Alfano
