Central American consumers are adjusting their habits, prioritizing more frequent visits to retail points with a decrease in volume per purchase. This rationalization is evident in price-based selection: economy segment brands recorded an 11% growth, while premium options showed a 9% contraction. A recent analysis on consumption trends in Central America and the Caribbean for Q3 2025, conducted by Worldpanel by Numerator, indicates that the region's buyer has adopted a more rational behavior in an economic environment that adjusted its growth projections downward. Similarly, small and medium-sized packages are leading the growth, particularly in the food and home care categories. Key Strategies: Penetration and Omnichannel. The Worldpanel by Numerator analysis highlights that 59% of categories gained penetration over the last year, reinforcing the idea that the most effective strategy for brand growth is to be present in more households. Channels showing accelerated growth are convenience stores and pharmacies (+39% in value), and e-commerce, which reached a historic high with a 41% increase in value and a penetration of 32.5%. In contrast, the traditional channel is losing relevance (-1%), affected by a perception of high prices and a limited assortment. Regarding categories, while food and beverages remain stable, personal care and pet food sectors are positioned as the main growth engines. Today, more than ever, penetration and omnichannel are the keys to winning in FMCG. The Central American Shopper Adopts a More Rational Purchase Pattern. The quarterly report reveals that although the FMCG consumption volume is decelerating (-5% per transaction), the value of purchases remains stable. Purchase missions focused on pantry and restocking are still predominant, though immediate purchases are gaining ground in the beverages and dairy categories. Silvana Gámez, Account Director at Worldpanel by Numerator CariCAM, explains that «In an environment where the shopper is more intentional and rational, the brands that understand the purchase dynamics and adapt with clear value propositions are the ones that capitalize on growth. Companies that manage to balance the pillars of target, expand, and execute—focusing on capturing new buyers, expanding their competitive assortment, and optimizing execution at the point of sale—are the ones that make a difference in the market. Expansion of Channels and New Growth Drivers. The study underscores the expansion of omnichannel, with a shopper visiting an average of 18 channels, an increase of 6.5 channels compared to 2020.
