In an economic context that is gradually leaving behind the severe economic crisis inherited from Kirchnerism, mass consumption in Argentina is already showing significant signs of recovery during the first months of 2025, something that was made possible thanks to the recovery achieved by Javier Milei's government.
According to the Shopper Day 2025 report, developed by Kantar Argentina, a significant change was detected in household purchasing patterns after a 2024 characterized by a sharp contraction in consumption due to the so-called "massazo."
The study covered more than 85 mass consumption categories, including food, beverages, personal hygiene products, and cleaning items. The data revealed that 61% of the categories experienced a sales volume increase during the first two months of 2025 compared to the same period of the previous year. This recovery was supported by greater price stability and by the return of consumers to brands and products they had stopped buying.
A relevant finding of the report was that 3 out of 4 categories that increased their volume also increased their penetration, meaning they managed to attract new purchasing households. In addition, 40% of those categories expanded the average purchase size and 36% increased the purchase frequency, which indicates an improvement in consumption behavior.
