Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

Air care recorded a rebound in volume sales in 2025 following the contraction seen in the previous years. Although Argentina's economic environment showed some improvement compared to 2024, real wages and employment levels remained below those recorded in the early years of the review period. As a result, many consumers continued to prioritise essential home care products, limiting expenditure on non-essential categories such as air care. Despite these constraints, retail value sales increased b

In 2025, laundry care in Argentina showed modest volume recovery following a 2024 marked by double-digit volume declines across almost all subcategories. While the overall category still contracted in volume, the pace of decline slowed as the economic environment improved slightly compared to 2024. Consequently, consumers continued to prioritise essential home care products, with some perceived as more essential than others. Laundry aids was the fastest-growing subcategory, with retail value sal

Home care sales in Argentina remained stable in retail volume terms in 2025 but recorded strong value growth, driven by inflationary pressures despite a challenging economic environment and double-digit inflation. Companies invested in premiumisation and sustainability, with Unilever's Cif brand relaunch under the BioActive concept becoming the best-performing brand and driving exceptional air care performance. Evolving product formats, including plastic pouches, concentrated formulations and ge

Sales of polishes continued to decline in 2025, recording a 3% fall in retail volume terms following a double-digit contraction in 2024. In 2024, the economic crisis heavily impacted demand for non-essential home care products such as polishes. However, a downturn in 2025 was not only a result of weak recovery in purchasing power but also reflected shifting consumer lifestyles and evolving household trends. Despite the volume decline, retail value sales reached ARS122 million, representing growt

In 2025, retail volume sales of dishwashing products in Argentina continued to decline, falling to 70,449 tonnes - a 3% decrease following the sharp contraction seen in 2024, though 2025's fall was at a slower pace. Retail value sales increased by 28% in current terms to ARS514 million, reflecting the impact of inflation. Automatic dishwashing was the best-performing subcategory, with retail value sales increasing by 39% in current terms to ARS260 million, driven by the growing adoption of dishw

In 2025, retail volume sales of surface care products in Argentina registered a modest recovery following the sharp contraction of the previous year, with a growth rate of 2%. In value terms, the expansion was slower compared to 2024, with growth reaching 42%, reflecting the significant slowdown in inflation rates. However, with only a slight increase in disposable income, consumers continued to exercise caution in their spending, prioritising essential items and cutting back on non-essential pu

In 2025, retail volume sales for bleach increased by 3%, following the contraction seen in the previous year. Retail value sales reached ARS199 million, representing growth of 45% in current terms, driven by inflationary pressures. Argentina's complex economic context explains the strong recovery of volume sales of bleach compared with other home care products. One of the key factors behind bleach's resilience is its affordability; bleach's low price and proven effectiveness make it the go-to op

Home insecticides experienced two consecutive years of high demand in 2023 and 2024, driven by the El Niño phenomenon and unusually heavy rainfall. The surge in sales was largely explained by a record incidence of mosquito-borne diseases - particularly dengue and chikungunya - which created heightened consumer concern and led to stockpiling and frequent use of insecticides. Companies such as SC Johnson & Son de Argentina increased imports to meet this demand.

Toilet care experienced a sharp decline in retail volume in 2024. In 2025, sales showed only a modest recovery in segments such as in-cistern devices and toilet liquids/foam, while rim blocks and rim liquids continued to contract. Overall retail value sales increased by 34% in current terms to ARS116 million, driven primarily by inflationary pressures rather than volume growth. Although the economic environment in 2025 improved compared with 2024, conditions remained far from positive. As a resu

In 2025, cafés/bars in Argentina saw current value sales rise amid high inflation, despite lower transaction volumes as consumers reduced discretionary spending. Chained outlets outperformed independent businesses due to their prime locations and financial resources, while specialist coffee and tea shops drove consumer interest in premium experiences. Delivery remained limited, with on-site experiences and franchise expansion shaping the competitive landscape, including recognition of six Buenos

In 2025, Argentina’s street stalls and kiosks saw value sales rise in current terms, driven entirely by price increases as transaction volumes fell amid weaker consumer spending. Chained outlets, concentrated in high-traffic urban areas, maintained the largest share, benefitting from low price points appealing to lower-income workers. Operators focused on onsite consumption with simple seating and promotional combos, while delivery remained minimal. The category presents opportunities for the de

Argentina’s consumer foodservice industry continued to struggle in 2025, due to the ongoing recession. While aggressive fiscal tightening successfully reduced inflation, falling disposable incomes hampered consumer spending, with many Argentinians prioritising essentials over dining out. Restaurants responded with bank-backed discounts and promotional “combo” meals, despite mounting pressure on margins. Limited-service restaurant chains outperformed full-service venues. Declining foreign tourism

In 2025, value sales in Argentina’s full-service restaurants rose in current terms, driven by price increases, while transaction volumes declined amid the ongoing recession and weaker tourism flows. Operators responded with promotions, bank partnerships and affordable set menus, while delivery gained relevance as restaurants leveraged excess capacity. Thee fragmented landscape remained dominated by independent operators, which were more exposed to declining footfall than chains. During the forec

In 20225, self-service cafeterias remain under pressure from limited-service restaurants and delivery services, with several independent operators exiting the market. Supermarket-linked chains relied on fixed-price promotional menus to attract price-sensitive consumers, reinforcing a value positioning. Operational complexities limit delivery expansion, while high fixed costs and concentrated lunchtime traffic continue to challenge the sustainability of independent outlets.

In 2025, consumer foodservice through travel locations, particularly airports, represented the most dynamic non-standalone category in Argentina, benefiting from upgraded food courts and growing domestic travel despite weaker international tourism. Meanwhile, standalone outlets saw value sales rise due to price increases, although transactions and outlet numbers fell, particularly among independents. Emerging concepts like promenade-style food streets and dedicated dining zones in shopping malls

In 2025, limited-service restaurants in Argentina were impacted by inflation and price sensitivity. Consumers increasingly chose affordable options, boosting value-oriented chains such as such as La Fábrica, Tomasso Pizza, Empanadas brands, and Big Pizza. Delivery apps thrived through discounts and promotions, while chained foodservice dominated via franchises, loyalty programmes, and bank partnerships. With inflation easing and the economy expected to stabilise, limited-service restaurants are

Argentina’s economy in 2025, is showing signs of recovery and growth, the country will experience gross domestic product (GDP) growth of 5.2% according to the Organization for Economic Co-operation and Development (OECD). This improvement is attributed to the recovery of consumption, investment and higher real income. The stabilisation of inflation will also be key - as important as growth - to boost people’s disposable income and the demand for cannabis. While Milei’s government has a restricti

The consumer appliances market in Argentina experienced significant growth in 2025, driven by increased consumer disposable income, lower interest rates and expanded financing alternatives. The growth was also supported by a trend towards sustainability and energy efficiency, with consumers opting for energy-efficient devices, particularly in major appliances. The market is expected to continue growing, driven by demand for energy-efficient and innovative products. Brands should focus on develop

The Argentinian food preparation appliances market demonstrated a positive performance in 2025, driven by increasing consumer disposable income and a growing urban population. The retail volume of food preparation appliances grew by 5% in 2025, reaching 1.3 million units. Further growth is expected in the coming years, with retail sales forecast to increase at a CAGR of 3% over the 2025-2030 period to reach 1.5 million units. The market’s attractiveness is enhanced by the growing demand for heal

The dishwashers market in Argentina demonstrated robust growth in 2025, driven by increased disposable income, favourable financing options and an expanding employed female population. The market is highly concentrated, with Whirlpool and Drean dominating sales. To succeed in this market, brands should focus on developing energy-efficient products, offering competitive financing options, and catering to consumer preferences for flexible and easily installable appliances.

Personal care appliances in Argentina experienced significant growth in 2025, driven by the trend of multi-functionality and compact design, with hair care appliances, the largest category, also recording the most dynamic sales increase. The market is expected to continue growing at a CAGR of 4% over the forecast period to 2030, driven by increasing consumer demand for multi-functional and convenient products, as well as rising median disposable income per household. The competitive landscape is

The microwaves market in Argentina experienced growth in 2025, driven by increased disposable income and decelerating inflation, reaching a retail volume of 439,000 units, up 5% on a year earlier. Although the market is concentrated, with local players BGH and New San dominating, the entry of low-price imported brands like Kanji has affected market shares. The market is expected to face challenges from alternative cooking appliances, such as air fryers and mini electric ovens, which are perceive

The refrigeration appliances market in Argentina experienced significant growth in 2025, driven by the country’s economic recovery and increasing disposable income. With median disposable income rising, this meant consumers were better able to invest in products like refrigeration appliances, particularly in energy-efficient models with innovative features. Fridge freezers dominate the market, with brands like Samsung and Whirlpool leading the way with advanced technologies, such as inverter tec