Megatrends in Argentina

November 2021

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus megatrends and insights as to how each trend has manifested in Argentina.

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Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Argentina report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Argentina report answers:

  • How is the consumer mindset in Argentina changing? In Argentina, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Argentina purchase decisions?
  • Where and how do consumers shop in Argentina?
  • What health-related activities do consumers in Argentina participate in?
  • What megatrends should I focus on in Argentina (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
The drivers shaping consumer behaviour
Megatrends framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
Google News Showcase makes all news content available in one place
More than half of Argentinians regularly play video games
Millennials have embraced apps in all areas of life
Just over half of consumers actively manage their online privacy
Generation X are the most wary of sharing personal data online
Friends and family remain the most trusted source of information
Return to face-to-face activities expected post-pandemic
Experience more
Restaurant chain Möoi enables customers to recreate its dishes at home
Argentinians appreciate all types of experience
Generation X are the most willing to spend money on experiences
Online socialising is more common than face-to-face amid pandemic
Relaxation and nature are the most sought-after travel features
Generation X are the keenest to resume face-to-face activities
Middle class reset
Wibond helps consumers spread costs with the country’s first BNPL model
More than half of Argentinians are bargain-seekers
Millennials are the most willing to buy pre-used items
Repurposing is starting to gain traction among consumers
Younger consumers are most likely to be looking for ways to cut costs
Mon Ami adds superfoods to its range of “human-grade” pet snacks
Consumers are looking for ways to make their lives simpler
Generation X are the most likely to pay for convenience
Millennials and Generation X are the most confident about their investments
Some shoppers are willing to pay more for novelty, quality and comfort
Shifting market frontiers
Coca-Cola goes direct-to-consumer with last-mile platform Wabi
Argentinians are interested in other cultures
More than a third of Generation Z expect to work abroad in future
Baby boomers are the most likely to buy locally-sourced products
Shopping reinvented
Vindu shopping app offers consumers a personalised service
Most purchases are still made in-store
Social channels are playing a greater part in the path to purchase
Millennials engage most with brands via social media
Sustainable living
Urban farming project provides food and jobs for Rosario families
Argentinians are eager to play their part in protecting the environment
Reducing plastics use is the top environmental concern
Consumers are keen to make their voices heard
Recyclable and biodegradable packaging are seen as most sustainable
Tomorrow Foods develops 100% plant-based burgers for the B2B market
Argentinians seek healthier food ingredients
Generation X are the most physically active cohort
Meditation is the most common antidote to stress
Argentinians lag behind global peers in health tech
Consumers are highly cautious about health and safety amid pandemic
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Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.


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