Latin Americans are clear about who is responsible for their health: themselves. So much so that 86% declare that their well-being is in their own hands.
But far fewer are taking action. Our new data shows that only 58% say they proactively engage with their mental health, and even fewer (55%) invest efforts in physical health.
The result is that only 55% of people feel they are doing well or doing very well on both fronts – physical and mental health. These numbers vary significantly between regions, ranging from 68% in Colombia and 61% in Mexico to 45% in Chile and just 39% in Argentina.
This disparity underscores that well-being is still a challenge for many and they looking for allies in their search for greater wellness. More than half (52%) say they expect government support for better wellness, while 50% of Latin Americans say brands should play a role in ensuring healthier living.
Improvements could also help drive economic improvement and brand growth. The best performing market, Colombia, leads mass consumption in Latam, driving 7.7% growth in the first half of 2024.
Wellbeing in Latin America: A comprehensive view
Our latest report "Decoding Wellness: BodyMindPlanet Latam Edition 2024" examines these trends in depth for the first time, exploring Latin Americans' concerns on the topic, their attitudes towards wellbeing and how they translate into purchasing decisions in ten markets in the region.
Drawing from more than 15,000 interviews in eight markets – Costa Rica, Guatemala, Panama, Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, and Peru – it helps us see exposes the growing need for brands to provide functional health benefits while also being in tune with the emotional and psychological aspects of the consumers’ lives.
The main factor that people believe has a negative effect on health and well-being is stress (59%). Top concerns also include weight control (named by 44% of the population), environmental conditions (24%) and aging (9%). These issues, which impact both the mind and the body, underline the importance of a complete well-being strategy.
Forty-four percent of Latino shoppers check ingredients before purchasing a product, reflecting a desire for transparency and quality in the options they choose. However, there are barriers such as price and availability that limit access to healthy products.
Here, brands have the opportunity to establish a relationship of trust with their consumers, offering accessible products and complying with wellness standards. Half of consumers (50%) of people believe that the industry has the primary responsibility for ensuring a healthy lifestyle.
The balance between healthy choices and indulgence
When it comes to food consumption, 87% of Latino consumers follow a balanced diet, but they also recognize the importance of indulgence. Forty-five percent admit to seeking indulgence as compensation for their efforts.
Attitudes to mental and physical health are now closely linked to consumption, opening up growth channels for brands that know how to align themselves with these trends. Ultimately consumers are looking for brand partners who prioritise the key pillars of trust, accessibility and transparency in order to ensure a positive impact on their lifestyle.
Decoding Wellness: BodyMindPlanet Latam Edition 2024 examines these trends in depth how they translate into purchasing decisions in 10 markets across the region.
Click here to read the full report: English Spanish