In 2025, bath and shower in Chile experienced modest growth with a retail value of CLP247,069 million in current terms, reflecting a 4% increase from the previous year. This growth, although positive, is shaped by consumer behaviour characterised by strong price sensitivity and prioritisation of affordability. Consumers favoured lower-priced products, promotional offers, and convenience, which supported the expansion of private label products, particularly in mass-market retail channels such as

In 2025, colour cosmetics in Chile experienced robust growth with value sales reaching CLP361,478 million, marking a 17% current value increase from the previous year. This growth outpaced many regional peers and was largely driven by continuous innovation and portfolio diversification rather than an organic expansion of existing products. This growth was particularly supported by the beauty specialists, which captured a significant portion of category expansion by leveraging a combination of fr

In 2025, depilatories in Chile showed modest retail value growth of 4% reaching CLP32,284 million, reflecting a slowdown compared to the previous year’s 8% increase. This deceleration underscores the category’s mature status and limited innovation, with consumers increasingly prioritising convenience and exploring alternative hair removal methods. Despite the steady volume decline in hair removers/bleaches and women's pre-shave, the overall category maintained stable performance without major gr

In 2025, men’s grooming in Chile continued to demonstrate solid value growth, reaching retail sales of CLP628,515 million in current terms, representing 10% year-on-year growth. This growth builds on the momentum observed in previous years, underpinned by an increasing cultural shift among Chilean men towards more conscious grooming routines that emphasise dermatologically backed and personalised solutions. The category’s expansion is driven by rising consumer awareness around skin health and a

In 2025, fragrances in Chile demonstrated robust growth with retail sales value reaching approximately CLP790,575 million, reflecting 12% current value growth from the previous year and continuing an upward trajectory evident since 2021. This growth outpaced typical inflation trends, as inflation in Chile stood at 4% for 2025, indicating a real expansion in consumer spending within this category. The country’s total population in 2025 reached 19.8 million, supporting a broad consumer base, whil

In 2025, sun care in Chile experienced continued growth but at a moderated pace, reflecting the broader deceleration of skin care. Value sales stood at CLP126,036 million, representing 7% current value growth from the previous year, evidencing sustained demand despite market maturity. This growth, although slower compared to earlier rapid expansions, highlights the category’s established penetration and the high comparable bases from prior years.

In 2025, deodorants in Chile experienced a notable recovery and stronger growth compared to 2024, marked by an 11% increase in retail sales value reaching approximately CLP323,435 million in current terms. This growth reflects a rebound from the previous year’s slowdown, where value expansion decelerated and volumes declined. The revitalised demand is supported by more active consumer purchasing behaviours, underpinned by intensified promotional campaigns, especially in pharmacies and supermarke

In 2025, oral care in Chile sustained steady value growth, building on the positive trajectory seen in 2024 with a 5% current value increase in retail sales reaching CLP240,146 million. This growth is underpinned by the premiumisation and specialisation trend, with consumers increasingly demanding scientifically backed products, reflecting a heightened awareness of oral health. Brands like Curaprox and Vitis, positioned at the higher price point, are leading innovation, particularly in manual to

Baby and child-specific products in Chile continued to experience modest growth in 2025, reflecting a constrained environment due to the country’s historically low birth rates. Value sales reached CLP133,135 million in 2025 in current terms, growing by only 1% compared to the previous year, signalling a slowdown from earlier double-digit growth rates. This subdued performance contrasts with broader consumer expenditure trends, which indicate ongoing increases in household spending, reaching CLP1

Beauty and personal care in Chile outperformed Latin American peers with value sales growth of 9% in current terms in 2025, underpinned by a stabilising economy and rising consumer confidence driven by easing inflation and real GDP growth of 2%. The market remains highly attractive due to its dynamic blend of premiumisation and digital innovation, which drives sophisticated consumer behaviour across both mass and premium segments. Consumers increasingly prioritise multifunctional products enrich

In 2025, hair care in Chile demonstrated robust growth with retail sales value reaching CLP693,356 million, marking 9% current value growth compared to 2024, outpacing typical regional inflation rates and reflecting strong consumer demand. Population figures further underpin market potential, with Chile’s population reaching 19.8 million in 2025, growing steadily from previous years, providing a solid consumer base for hair care products. Economic conditions also support this positive performan

Baby and child-specific products in Chile continued to experience modest growth in 2025, reflecting a constrained environment due to the country’s historically low birth rates. Value sales reached CLP133,135 million in 2025 in current terms, growing by only 1% compared to the previous year, signalling a slowdown from earlier double-digit growth rates. This subdued performance contrasts with broader consumer expenditure trends, which indicate ongoing increases in household spending, reaching CLP1

In 2025, mass beauty and personal care in Chile demonstrated significant retail value growth, reaching CLP2,628,748 million, reflecting 9% current value growth from the previous year. This performance indicates a strong dynamism compared to the Latin America region, where mass segments often outperform premium ones due to affordability and value optimisation. Consumer behaviour shows a marked preference for practical and cost-effective products that incorporate premium-like benefits, contributin

In 2025, premium beauty and personal care in Chile achieved significant growth, with value sales reaching CLP759,076 million, reflecting 10% current value growth from the previous year. This robust expansion outpaced general economic growth in Chile, where real GDP growth stood at 2% in 2025, signalling strong consumer demand for premium products despite a cautious economic environment. Inflation remained moderate at 4%, suggesting stable pricing conditions that supported premium product afforda

Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

Menstrual care in Chile saw a rebound in 2025, with retail volume growing by 6% and retail value reaching CPL112 billion. This performance is supported by a recovery in consumer spending as the economic environment stabilises, evident from the upward trend in total consumer expenditure, which reached CPL191 trillion in 2025. Chile’s population also continues to grow, reaching 19.8 million in 2025, providing a stable base of potential consumers for menstrual care. The improved economic outlook en

Tissue and hygiene in Chile demonstrated robust momentum in 2025, outpacing many global counterparts as both value and volume rise in line with a more favourable economic environment and the rebound in consumer spending, supported by consumer expenditure of CLP191.1 trillion and a total population of 19.8 million. Retail tissue stands out as the largest category, with a value increase of 3% while retail adult incontinence recorded an 8% jump in value and 5% rise in volume, driven by demographic

In 2025, away-from-home tissue and hygiene in Chile displayed modest value growth in an environment marked by economic recovery and heightened cost sensitivity among institutional buyers. The overall value of away-from-home tissue and hygiene rose to CLP178.3 billion, an increase of 2% compared to 2024, reversing the previous year’s decline. This performance reflects a cautious yet noticeable improvement in consumer activity, particularly in the fast-food and hospitality channels, where increase

Retail tissue in Chile recorded a solid performance in both volume and value in 2025, achieving a retail volume of 219,900 tonnes and a retail value of CLP810.8 billion. This marks 4% rise in value compared to 2024, outpacing the regional pace for the year and reflecting a positive shift after previous stagnation. The performance was fuelled by improving economic conditions, with Chile's GDP growing by 2% and consumer expenditure climbing to CLP191 trillion, supported by a population of 19.8 m

In 2025, wipes in Chile experienced a modest growth in value, with retail sales reaching CLP98.9 billion, representing a 2% increase. This growth coincided with improved economic conditions in the country, as evidenced by a projected real GDP growth of 2% and consumer expenditure rising to CLP191,045 million. Consumers continue to treat wipes as a non-essential purchase, prioritising affordability and value-for-money, which has led to ongoing demand for larger pack sizes and promotional multi-p

Nappies/diapers/pants in Chile registered a continued decline in 2025, with retail volume dropping to 1 billion units, representing a decrease of 1% from 2024. This contraction was sharper than the regional average for Latin America and reflected a unique demographic challenge: Chile’s birth rate fell by 11% in 2024 to a record low of 154,441 live births, with the total fertility rate dropping to one children per woman, among the lowest globally. The contraction in the potential consumer base fo

Retail adult incontinence in Chile in 2025 continued its strong growth trajectory, with retail volume reaching 85.2 million units, and value of retail sales climbing 8% to CLP60.5 billion, demonstrating robust consumer demand even in the context of moderate GDP growth of 2%.

The air care market in Chile demonstrated a positive performance in 2025, driven by a shift towards premium and sophisticated products. Sales of spray/aerosol air fresheners were largely driven by promotional activity and low prices in the previous year, but, in 2025, consumers opted for more advanced formats, such as electric air fresheners. The rising median disposable income per household in Chile in 2025 also likely supported the demand for premium air care products.

In 2025, the bleach category in Chile was recording modest growth, with consumers increasingly favouring gentler, multifunctional cleaning solutions that combine disinfecting and cleaning capabilities. The bleach category's performance is also influenced by the high household penetration, limiting growth potential. Younger consumers are shifting towards products in practical formats with pleasant scents, perceiving traditional bleach as harsh despite its effectiveness.