On October 16, in collaboration with the Argentine Advertisers Association, the presentation of the 2024 Argentina Shopper Experience Observatory (OSE) took place. This event brought together 80 exclusive partners, primarily from the consumer goods sector.
Main insights into the research
Optimism amid caution in shopping decisions
Despite 68% of respondents rating the current economic situation as “poor,” the study reveals a positive shift in perception: 60% of Argentine shoppers believe the country is heading in the right direction, and 40% are optimistic about improvement in the next year. However, this optimism has not yet reduced prudence in purchasing decisions; 100% of respondents have adjusted their shopping habits to adapt to the economic situation, with 69% paying special attention to in-store promotions and 45% limiting discretionary purchases.
Preference for physical channels and omnichannel adaptability
A notable 93% of argentine shoppers continue to favor physical stores as their regular shopping channel, with supermarket visits increasing in recent years, solidifying these spaces as the preferred interaction point for brands. Additionally, the study highlights that 41% of shoppers in Argentina adopt a mixed approach, combining online and in-store shopping, showing a willingness to explore different purchasing options based on their needs.
- Table 1: Frequency of purchase
The physical store as an influential advertising medium
The supermarket reaffirms its position as the most influential advertising channel in purchase decisions and brand switching, with 84% of shoppers making partial or complete purchase decisions at the point of sale. This highlights the importance of in-store communication to capture shoppers’ attention at the decision moment, through promotions and ensuring product availability.
- Table 2: Use of shopping list
Growing interest in sustainability and health
While 60% of shoppers prioritize choosing healthy products and 50% are willing to pay more for them, the preference for environmentally responsible brands remains moderate. This presents an opportunity for brands to link sustainability with tangible and accessible value for shoppers.
Reflections on the argentine shopper
The results of the OSE Argentina 2024 reveal a shopper aware of socio-economic challenges yet optimistic about the future. While cautious, Argentine shoppers appreciate opportunities to save in-store and continue to rely on physical stores as their primary shopping channel. Retail media remains essential for influencing a transforming market, connecting brands with shoppers ready to adapt to new purchasing options.
