Confidence Attitudes in Latin America Run Hot and Cold

Confidence Attitudes in Latin America Run Hot and Cold

At 3,212 feet tall with a plunge of 2,648 feet, Angel Falls in Venezuela isn’t the only part of Latin America with drastic peaks and valleys. Nielsen’s latest Global Survey of Consumer Confidence shows that consumer confidence sentiment also varied widely in the region.

Brazil led confidence in the region with the highest index of 110 in the fourth quarter of 2013, which increased one point compared to Q3 and declined one point from the same period the previous year (Q4 2012). The biggest quarter-on-quarter index increases were reported in Colombia (93), Peru (102) and Chile (99), which increased nine, eight and four index points, respectively. Conversely, consumer confidence in Mexico (78), Argentina (77) and Venezuela (74), declined 10, three and two index points, respectively compared to Q3.

“In Brazil, consumers maintained their confidence at a relatively stable and positive level, as jobs and salaries held steady,” said Eduardo Ragasol, country manager, Nielsen Brazil. “But the pressure of rising prices and debts are keeping fast-moving consumer goods sales in check, and year-on-year retail performance remained flat.”

Similar to the divergence in consumer confidence index scores in the region, recessionary sentiment also differed. While fewer consumers felt in recession in Colombia, Chile, Peru and Brazil, more people felt their country was in recession in Mexico and Venezuela.

Across the region, respondents indicated that they were staying close to home and saving their money. Consumers reported limiting discretionary spending for new clothes (26%) and out-of-home entertainment (27%), with each decreasing 3 percentage points, compared to Q3. However, consumers also reported improving their intentions to save spare cash, which increased 2 percentage points to 31 percent in Q4.

The report also discusses:

  • Global consumer confidence in Q4 2013 and outlook for 2014.
  • A regional review of consumer confidence around the world.

For more detail and insight, download Nielsen’s Q4 2013 Global Consumer Confidence Report.

About the Nielsen Global Survey

The Nielsen Global Survey of Consumer Confidence and Spending Intentions was conducted Nov. 11–29, 2013 and polled more than 30,000 online consumers in 60 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America. The sample has quotas based on age and sex for each country based on their Internet users, and is weighted to be representative of Internet consumers and has a maximum margin of error of ±0.6%. This Nielsen survey is based on the behavior of respondents with online access only. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60 percent Internet penetration or 10 million online population for survey inclusion. The China Consumer Confidence Index is compiled from a separate mixed methodology survey among 3,500 respondents in China. The Nielsen Global Survey, which includes the Global Consumer Confidence Index, was established in 2005.