Table of Content

Consumer landscape 2021
Life priorities
Finding time for themselves is a priority for Chileans
Prioritising time for favourite activities comes above time for work
Generation Z focus on finding time for their friends
Chileans like to stand out from the crowd and be distinct from others
Curated experiences are valued by all generations
Consumers like to try new products and services from trusted brands
Baby boomers are more likely to only buy from brands they trust
Home life
Over 75% are connecting virtually with friends and family every week
Baby boomers most connected with family and friends online
A safe location is paramount and outside space is highly desirable
Proximity to public transport is more important to baby boomers
Eating habits
Chileans home-cook food more regularly than their global counterparts
Millennials order food for home delivery more than other cohorts do
V alue for money is an important feature for Chilean consumers
Millennials are leading the way to a more flexitarian diet
Over half still schedule their mealtimes for the same time each day
Generation Z and millennials have a more relaxed approach to mealtimes
Working life
A job that offers a strong work-life balance ranks above job security
Being able to work from home gains more importance with age
High salaries are more important than job security to younger cohorts
Expectations of flexibility and home working exceed global averages
High proportion of baby boomers expect to work past retirement age
Sustainable living
Chileans are worried about sustainability and environmental issues
Climate change is a bigger concern to older generations
Reducing the use of plastics is a top environmental concern
Baby boomers focus on reducing food waste as well as plastics
Using sustainable packaging is a top green activity in Chile
Generation Z focus on repair and reuse and the circular economy
Consumers are community-minded and share their opinions on media
Generation X buy from brands that support issues aligned with their values
Leisure habits
Online socialising has taken off during the pandemic
Millennials socialise more online than other generations
In-person socialising less frequent; 1-3 times per month most popular
Generation X and millennials enjoy shopping for leisure more than other cohorts do
Only 30% managed an international trip in the previous 12 months
Shopping opportunities are least important travel feature for Chileans
Relaxation is the most important travel feature for all generations
Health and wellness
Women take health supplements/vitamins more regularly than men
Group fitness classes and yoga not as popular as other exercises
Millennials and Generation X are the most active running/jogging cohorts
Traditional practices and remedies appeal more to Chileans
Meditation most popular stress-relief across all generations
Shopping habits
Consumers focusing on buying less to afford better quality products
Millennials and baby boomers feel good buying eco- and ethically-conscious items
Consumers are most influenced by friends and family recommendations
Product label information is more important to baby boomers
Consumers are motivated by the convenience of subscription services
Consumers shop in-store to see and try and for immediate purchase
Baby boomers far more motivated than other cohorts by seeing/trying first
Best price and immediate purchase biggest motivators to shop online
Generation Z more motivated to shop online by free shipping and best price
Technology
Only 20% of consumers freely share their personal information online
All generations actively manage their data and privacy settings
High percentage of consumers own a gaming system console
Consumers have embraced wearable technology of all types
Chileans are very active browsing online and updating social networks
Nearly 60% of Generation Z take part in online video gaming every week