Overview

• NIQ reports a 1.2% increase in mass-consumption volume in H1 2025 and projects up to 3% growth for the full year.
• Categories that intensified discounts grew about 7% year over year while those without deeper offers fell 6%, and nearly 30% of supermarket FMCG revenue now comes from items on promotion.
• In Q2, interior provinces drove the rebound with 85% of categories expanding, compared with 48% in the Buenos Aires metro area.
• Supermarkets regained volume on promotions and Tier‑1 brands, private labels stabilized at roughly 14% share across 76% of categories, e‑commerce leads channel growth, wholesale expands in Cleaning and Cosmetics, and autoservicios have lost competitiveness with over 1,700 closures since 2019.
• Despite the rebound, many FMCG groups remain roughly 35–40% below 2017 consumption levels, July recorded a monthly drop in spending, and disposable income among vulnerable households deteriorated.