State of CPG Market Research in LATAM 2026
This report presents an analysis of the market research ecosystem for the consumer packaged goods (CPG) industry in Latin America, based on aggregated and anonymized data from over 800 research projects conducted between 2020 and 2026.
AI Adoption in Market Research
AI adoption in market research across LATAM has grown significantly. In 2023, only 18% of insights teams used AI-powered tools. By 2026, this figure has reached 52%, driven by the need for speed, cost reduction, and the growing supply of specialized platforms.
Most Demanded Study Types
Brand Tracking remains the most demanded study (28% of projects), followed by Concept Testing (19%), Consumer Demand Mapping (15%), Packaging Testing (12%), and Pricing Research (10%). U&A and Ad Testing studies account for the remaining 16%.
Time Reduction with AI
Projects using AI report an average 73% reduction in delivery times. A brand tracker that traditionally took 8-12 weeks now sets up in 2-3 weeks with continuous results. Concept tests went from 4-6 weeks to 5-7 business days.
Most Active Markets
Mexico leads with 42% of research projects in the region, followed by Colombia (18%), Chile (12%), Brazil (10%), Peru (8%), Argentina (6%), and the United States (4%). The concentration in Mexico reflects both market size and the maturity of insights teams in the country.
Trends for 2027
Key trends identified include: (1) Integration of generative AI for automated qualitative analysis, (2) Real-time brand trackers with daily frequency, (3) Convergence of declared and observed data (social listening, transactions), (4) Democratization of advanced techniques like conjoint analysis and MaxDiff via self-service platforms, and (5) Growing demand for multicultural research targeting the US Hispanic market.
Methodology
Aggregated and anonymized data from projects conducted through the Atlantia platform between 2020 and 2026. Percentages and trends are based on project metadata analysis (study type, country, category, delivery times). Does not include proprietary client information.