Santiago
English, Spanish, Castilian
Rocio is based in Santiago, working primarily with clients in the region. She is responsible for building strong relationships with these key industry players, giving her keen insight and detailed understanding of corporate activity, industry dynamics and the most significant consumer trends.
Rocío Franco is a Senior Consultant at Euromonitor International. She leads research for travel, consumer finance and foodservice in Latin America, specialising in global narratives for foodservice, last-mile delivery services and loyalty. Rocio actively collaborates and engages via relevant media, and has participated as a speaker at Expo Antad (Mexico), Horeca Challenge (Colombia) Abastur (Mexico) and Expo Alimentec (Colombia), amongst others. She has also organised a regional foodservice panel for Euromonitor with speakers from Rappi, Alsea and Forbes Mexico.
The post-pandemic price spikes have eased across much of Latin America, but 2026 is no clean recovery: inflation has settled near 4% and prices keep rising. Years of stacked increases have changed how people shop. This is inflation fatigue – consumers are not just spending less, they have become tactical, and the winners will adapt to it.
One in two consumers globally are using ChatGPT to search for products in 2026. Nearly four in five say AI has introduced them to a brand they hadn't considered before. And yet, we ask a shopper in Shanghai and a shopper in Seattle how they use generative AI to buy things, and there are two different stories that barely resemble each other.
AI is becoming retail’s new front door, transforming how consumers discover, evaluate and choose products. Now, retailers and brands face a critical question: can AI move beyond discovery and start rewiring the rest of the shopper journey?
