The wine industry, comprising more than 700 wineries in Argentina, implemented an aggressive pricing strategy during the economic hardship in 2024. This resulted in only a marginal decrease in volume sales throughout the year. Argentina maintains the largest wine market in Latin America, which accounted for over 40% of regional volume sales in 2024.

Volume sales of alcoholic drinks recorded a double-digit decline in Argentina in 2024. The International Monetary Fund (IMF) forecast a 3.5% contraction in Argentina's GDP for 2024, while inflation saw a significant reduction at the end of 2024. Javier Milei, a libertarian economist, was elected president in December 2023, pledging to drastically cut state expenditure. Since taking office, he devalued the peso by over 50%, eliminated tens of thousands of public sector jobs, and reduced the size

Volume sales of cider/perry recorded a sharp decline in 2024, largely driven by the ongoing income crisis that altered how consumers manage their finances. A significant shift in spending habits was observed, with consumers becoming a more austere approach to their budgets. Extreme saving behaviours became widespread, fuelled in part by fears of job loss. This resulted in a pronounced contraction in consumption throughout the year. The economic crisis severely impacted lower-income consumers, th

Volume sales of spirits recorded a double-digit decline in Argentina in 2024, as consumers' purchasing power deteriorated. This was due to the impact that some of the measures implemented in the first year of Javier Milei's administration had on households, with the aim of achieving macroeconomic stabilisation. Consumption decreased at a higher speed in the on-trade channel, as consumers drastically cut down spending in bars and restaurants. Due to a revaluation of the Argentine Peso against the

Volume sales of beer recorded a double-digit decline in 2024. The recession imposed by the government on middle- and lower-income socioeconomic groups was evident in the decline in purchases at supermarkets and traditional stores. Prices doubled, while salaries barely returned to the previous year's levels in real terms. This, combined with the increasing costs of services in the average consumption basket, left little room for buying food, drinks, and other essentials.

During the negative economic trend in 2024, RTD beverages, which are a niche category in Argentina, experienced a sharp decline in volume sales. The ongoing economic crisis significantly eroded the purchasing power of middle- and low-income socioeconomic groups, leading to a fall in overall consumer goods consumption. As a result, many consumers became more cautious with their spending, with some reducing or limiting their consumption of discretionary products, such as RTDs. Spirit-based RTDs wa

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits. 

The tobacco market in Argentina experienced a notable decline in volume terms in 2024, driven primarily by a sharp drop in cigarettes sales and a deep contraction in the consumption of cigars and cigarillos. This downturn was largely attributable to a significant reduction in the purchasing power of middle- and low-income consumers, who were particularly affected by the country’s ongoing economic crisis. Meanwhile, smokeless tobacco, e-vapour products and heated tobacco remain illegal in Argenti

In 2024, cigarette sales in Argentina saw a significant decline in volume terms, primarily due by persistent economic instability and a drop in smoking prevalence. High inflation continued to erode consumer purchasing power, prompting many smokers to reduce consumption or switch to more affordable alternatives such as fine cut tobacco, which offered greater value and a broader selection of brands.

The market for cigars, cigarillos, and smoking tobacco in Argentina experienced modest growth in volume terms in 2024. Fine cut tobacco, which dominates sales, continued to gain ground against cigarettes, as consumers increasingly perceive it as a less harmful alternative. This perception is partly driven by the availability of organic and additive-free options, which are often marketed as more natural and hence safer, despite lacking scientific validation. Additionally, the lower cost of fine c

Retail value sales of spectacles are set to increase substantially in 2025, reflecting a solid recovery following the economic challenges of the previous year. Unlike other categories, spectacles maintained stable volume sales in 2024 despite rising inflation and constrained purchasing power. As an essential item — particularly for individuals who cannot function properly without vision correction — spectacles were largely immune to the volume decline seen elsewhere. In fact, some consumers dela

Eyewear in Argentina witnessed a mixed performance in 2024, with the market struggling across most categories except for spectacle lenses and frames, which remain essential staples for a large segment of the population. The economic context was defined by recession, with GDP contracting by 1.7%, although a more optimistic outlook began to emerge in the final quarter of the year and is expected to carry through into 2025. Inflation, which had soared to record levels by the end of 2023, began to d

Retail value sales of contact lenses and solutions are set to increase in 2025, signalling a strong recovery after the challenges of the previous year. In 2024, the category experienced a decline in volume sales due to Argentina’s difficult economic environment and the widespread stockpiling behaviour seen in 2023, when inflation reached extreme levels. These factors led to temporary market saturation and a slowdown in consumption. However, in the first half of 2025, the return of interest-free

Retail value sales of sunglasses look set to increase notably in 2025, while volume sales also see modest growth. After two consecutive years of contraction due to the strained economic environment, the category has begun to recover. Unlike spectacles, which are often considered essential medical products, sunglasses are closely tied to fashion and discretionary spending. As such, they were more heavily impacted during periods of economic instability. However, 2025 marks a turning point as deman

Total hot drinks packaging retail volumes declined in Argentina in 2024. The economic problems seen in the country in this year, including rising unemployment and high inflation, negatively impacted consumer spending. This led to declining packaging volumes across all the main hot drinks categories, and across all pack types in hot drinks.

In 2024, total soft drinks packaging retail volumes saw a notable decline in Argentina. The country had a challenging year, with high inflation and rising unemployment, leading to negative GDP growth and lower consumer purchasing power. As consumers focused their spending on necessities, this led to a decline in sales of soft drinks, which are usually considered non-essential, and also therefore in the associated packaging volumes. Meanwhile, down-trading was widespread in 2024, as consumers swi

In 2024, home furnishings in Argentina experienced notable growth, driven by evolving consumer preferences and strategic expansions by key retailers. Brands such as Sodimac and Easy strengthened their positions by enhancing their product assortments and investing in e-commerce platforms, catering to the increasing demand for stylish and functional furniture. The rise of online shopping further facilitated access to a wide range of affordable home furnishings, enabling consumers to personalise li

In 2024, home and garden in Argentina experienced strong growth, primarily fuelled by the rise of urban gardening and a broader shift toward sustainability. Urban consumers, particularly in cities such as Buenos Aires and Rosario, embraced compact and eco-friendly solutions including vertical gardens, hydroponic systems, and smart planters. This trend was driven by a desire to reconnect with nature, enhance wellbeing, and make better use of limited space. At the same time, a surge in do-it-yours

In 2024, gardening in Argentina experienced notable growth, driven by the rising popularity of urban gardening and biophilic design across major cities like Buenos Aires and Rosario. Urban dwellers increasingly turned to vertical gardens, smart indoor planters, and modular hydroponic systems to incorporate greenery into compact living spaces. Community initiatives such as the nursery project in Buenos Aires' Rodrigo Bueno neighbourhood and Rosario’s green circuit of orchards and productive parks

In 2024, home improvement in Argentina recorded robust growth, driven by a thriving DIY culture, heightened economic pressures, and the increasing digitisation of retail. As consumers sought cost-effective ways to enhance their living environments, demand surged for tools, affordable materials, and decorative items suited to self-led renovations. This trend was amplified by the popularity of online tutorials and influencer content, which empowered consumers to undertake projects with greater con

In 2024, homewares in Argentina experienced strong growth, supported by a combination of evolving consumer lifestyles, favourable import conditions, and expanding digital access. Value sales increased notably, with dining standing out as the best performing category, driven by a renewed appreciation for home-cooked meals, artisanal craftsmanship, and personalised aesthetics. Urbanisation and smaller living spaces have increased demand for multifunctional, compact designs, while a parallel rise i

Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviors. It quantifies consumer behaviors, preferences, and motivations, aligning them with broader trends.

After a significant downturn in 2024, caused by the nation’s longstanding economic crisis, the pet care market in Argentina is expected to rebound in 2025, with projected growth in both volume and constant value terms. This recovery will be supported by improving economic conditions, including stabilising inflation, rising real incomes, and a gradual reformalisation of sales channels. Together, these factors should restore consumer confidence and contribute to a more favourable outlook for the i

The cat food market in Argentina is set to experience a modest increase in volume sales in 2025, in contrast to the decline seen in the previous year. Consumers' purchasing power dropped sharply in the first half of 2024, which led to a shift toward lower-priced brands and a general drop in average unit prices. However, performance varied by category, with the steepest drops seen in the most expensive segments - particularly wet food and treats and mixers. A key factor softening the overall decl