Table of Content

Consumer landscape 2021
Life priorities
Argentinians have strong family ties but over half prioritise “me time”
Prioritising time to travel and be with friends are above global average
Younger generations more focused on time for their favourite activities
Consumers look for experiences that are uniquely tailored to them
Millennials more focused on having curated experiences

67% of consumers like to try new products and services
Older cohorts lean more towards only buying from trusted brands
Home life
Homes are a hub of activity especially with the addition of home working
All generations regularly connecting with friends and family virtually
Homes in a safe location with access to an outside space are top priorities
Living in a home with smart functionality appeals most to Generation Z
Eating habits
High levels of home cooking result in low % of regular restaurant diners
All generations have high preference for home-cooked meals
Low prices and foods with health and nutritional properties appeal
Millennials adopting a more flexitarian diet
Consumers enjoy snacking although nearly half have scheduled mealtimes
Generation Z least likely to eat their meals at the same time each day
Working life
Work-life balance and high salaries most important work priorities
Work-life balance most desirable work-related factor for all cohorts
High salaries and job security key job priorities
Workforce are looking for more flexible working arrangements
Working from home appeals more to older generations
Sustainable living
Consumers trust recyclable labels more than other types
Older cohorts are trying to have a more positive impact on the planet
Most focus is on reducing use of plastics and combating food waste
Older cohorts more actively engaged with reducing use of plastics
Nearly half of respondents say they are using sustainable packaging
Baby boomers more inclined to use more energy-efficient products
Consumers are highly vocal on social and political issues
Generation Z focused on buying from brands aligned with their values
Leisure habits
Socialising with friends online surges during the pandemic
Millennials socialise with friends online more than other cohorts do
In-person socialising not as frequent as virtual get-togethers
Millennials and Generation X go shopping for leisure more than other cohorts do
Domestic leisure trips become more popular as overseas travel stymied
Travellers look for relaxation and nature and outdoor activities
Relaxation on holiday is a key travel feature for all generations
Health and wellness

64% look after their health by participating in physical exercise weekly
Over 60% of respondents say they walk or hike for exercise every week
Generation Z more inclined to cycle more regularly than walk or hike
Meditation for stress reduction exceeds global average
Millennials are biggest users of sleep aids
Shopping habits
Consumers are focusing their attention on buying less, but higher quality
Generation X most interested in personalised and tailored shopping experiences
Friends and family have strongest influence on buying choices
Independent consumer reviews relied on after friends and family
Subscription service users are most motivated by the convenience
Shoppers most motivated to shop in-store to see and try and take home
Baby boomers more highly feel that stores are more trustworthy
Consumers shop online for best price and free delivery
Free shipping biggest online shopping motivator for older cohorts
Technology
Low level of preference for online experiences compared to global
Millennials most likely to share their data to receive personalised offers
High rates of smartphone/smart appliances/gaming console ownership
Smartwatch and fitness wearables ownership lower than global average
Consumers less likely to visit health-related or medical sites than global
Millennials more active online video gamers than Generation Z