The Argentine consumer, while recovering confidence, is doing so at a more moderate pace than other Latin American countries, and remains in last place, below Mexico (55.2), Brazil (53.2), Colombia (51.7), Chile (49.2), and Peru (48.1). Their position is dual: cautious in the present, but hopeful for the future. The improvement in the Work and Investment Indices, coupled with the resilience of the Expectations Index, opens a window of opportunity for brands that know how to interpret this new scenario, according to conclusions from Ipsos accessed by the Argentine News Agency.
Encouraging Data The latest Global Consumer Confidence Index (ICC) from Ipsos, for December 2025, brings encouraging news for the Argentine market. With a reading of 47.9 points, the overall index not only shows an improvement of +1.0 point compared to November 2025, but also reveals a change in social sentiment that could herald a new consumption cycle. While the path to a consolidated recovery is still long, it is crucial to analyze the nuances behind this process. The optimism is anchored mainly in future prospects. It is essential to identify the segments leading this change in sentiment and to direct specific strategies towards them.
In this context, four keys for the start of the year:
Connect with hope: it is time to move away from discourses focused solely on the crisis and begin to build messages that inspire confidence and align with the expectations of a better future.
Argue the investment: while the willingness to buy may have improved, the consumer still demands a clear value proposition.
Build long-term relationships: in a context of incipient confidence, brands that manage to establish a genuine and empathic link today will also lay the foundations for lasting loyalty.
Segment optimism: not all consumers regain confidence at the same pace. The Expectations Index remains robust at 65.5 points, despite a slight drop of -1.8 points. This indicates that, beyond the present difficulties, Argentines trust that their personal situation and that of the country will improve. This optimism is reinforced by a notable growth in the perception of employment and investment. The Work Index grew by +2.4 points and the Investment Index increased by +1.4 points, suggesting a greater predisposition to make purchases and assume financial commitments. Even the perception of the Current Situation, although it remains the lowest indicator at 35.7 points, showed an improvement of +1.5 points.
