In a context of resentful consumption, Argentine households with purchase responsible under 35 years of age show distinctive behavior: The fall resists betterThey adopt new priorities and mark the pulse of a transformation in purchasing habits.
This is revealed by the report Shopper Day 2025 prepared by Worldpanel by numeratorthat analyzes in depth how they buy, what they choose and what these homes leave aside, more and more relevant in the structure of national consumption.
“This age group is the one who records the slightest fall in consumption, with more categories of products that grow In their purchases and less that they go back, ”says Esteban Cagnoli, managing director of WorldPanel by numerator in Argentina.
Although they predominate at the base of the socioeconomic pyramid, one in four sub 35 homes belongs to medium or high levels.
Its conformation is also diverse: 45% are type families, with 3 or 4 membersand in many cases they include Early age children. In fact, 47% have children up to 5 yearsone more proportion than the total of households. This data is key to understand why certain categories such as Children’s desserts, juices and hamburgers They gain weight in their purchases, while others like Wines, sweeteners and hair tinctures They go back.
Less frequent, but more loaded purchases
Young households present the higher average ticket on the market in mass consumption, although they buy less frequently. The pattern is clear: 45% prefer to make large and spaced purchaseswith focus on wholesale channelswhere they supply more than 10 categories at the same time.
This behavior contrasts strongly with that of households over 65, who buy in smaller volumes and more frequently: 41% acquire between 4 and 9 products per visitaccording to the same report.
More resistant to the fall of consumption
While general consumption fell a 4.3% In year -old volume, the Sub 35 segment brought barely 3.6%. Besides, 25 Product categories increased its purchase volume In these homes (compared to only 11 in the total), and 9 categories less retracedconfirming greater dynamism against average.
This group also shows signals of transformation in its Link with the gondola: Less consumption of dairy and alcoholic beverages, more functional products or linked to family care.
“Understanding their customs and priorities is key to those who seek to connect with new generations of consumers,” says Cagnoli.
New priorities, new challenges
The study also shows that 31% of these young homes have no childrenwhich distinguishes them from intermediate age segments (35 to 49 years), where that figure drops to 18%. Thus, a heterogeneous map which forces brands and retailers to review assumptions and adapt to new forms of consumption.
Source: Ambito
