Jorge Araya
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Jorge Araya

Consultant

Santiago

Spanish, Castilian, English

Jorge is a Consultant at Euromonitor International with a focus on home and technology industries.

Based in Euromonitor's Santiago office, Jorge commissions research for Argentina, Chile, Colombia and Peru, with home care and consumer appliances being his main areas of specialisation. Jorge advises companies with the strategic market information necessary for decision making, and also attending to their research needs through content and insight on the key topics most relevant to their industries.

Recently published

Article

Diapers, Periods and Dignity: Latin America's Hygiene Shift

Few categories reveal as much about Latin American consumers as those that accompany some of life’s most intimate stages: baby diapers, menstrual care and adult incontinence. Their development across the region is being reshaped by demographic shifts, evolving lifestyles, new consumer priorities and cultural barriers that still limit access. In a challenging environment for the industry, these categories invite us to look beyond the product and open a much-needed conversation about wellbeing, access and dignity.

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Article

What Latin America's Home Care Market Demands

Latin American home care is evolving in response to economic pressure, global uncertainty and changing consumer habits. Like elsewhere in FMCG, brands are being challenged to deliver value in relevant and compelling ways for today’s consumers. What matters most when it comes to household cleaning? What drives product choice? And are current value propositions keeping pace with consumer needs? In this context, affordability, scent and time-saving performance are increasingly important in shaping demand across the region.

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