November 24, 2025 – In Latin America, the population is aging, particularly in the most populous countries like Brazil, Colombia, Mexico, Peru, and Argentina. Thus, messaging and product innovation is increasingly leveraging common ground between generations to maintain broad appeal. Innova’s “Generational Differences in Latin America” report highlights the key drivers and trends for the Latin American market, from consumer and health perspectives, as well as economic and sustainability viewpoints.
Latin American Consumer Generational Profiles
Generation Z has a low household income, and 78% live in larger households with three or more individuals. Top stressors include work or school and finances, and for Gen Z, financial stressors include difficulty budgeting and the inability to afford their desired lifestyle. Nevertheless, a notable portion is purchasing products from store brands and is doing so more often. Compared to older consumers, this generation also demonstrates high physical and social activity levels.
Millennials tend to live in larger households like their Gen Z counterparts, with 64% representing couples living together with kids. The majority live in urban areas and are also physically and socially active. Millennials have a high annual income in comparison to Gen Z, but high rent and housing costs are major financial stressors for this generation. Work and school pressures fall closely behind.
Generation X lives in smaller households and leads less active lifestyles. 85% live in urban areas, and 71% are either single parents or couples with kids. Gen X has a relatively high annual income. However, high food costs and the high cost of living are pressures that concern this generation and are the dominant stressors.
Boomers also live in smaller households, comprised of 1 to 2 individuals. These include single, single parents with kids, or a couple with kids. Most live in urban areas and live more sedentary lifestyles compared to younger generations. Although their annual income is also high, 65-69% of Boomer consumers are worried about high costs relating to food and living. Health is another area of concern.
Megatrends & Consumer Trends
In the global food and beverage market, certain megatrends, such as sustainability and environmental concerns, are impacting consumers. Economic and political volatility are other key factors influencing consumers around the world, including within the Latin American market. Due to these elements, stress is a major issue across all age ranges, and it is driving consumers to seek emotional relief, a sense of control, or moments of comfort through food. Whether this is through indulgent, familiar, or nostalgic categories, there is an increase in emotional eating and drinking. As a result, categories like ice cream, snacks, and chocolate are likely to see greater interest.
Music is one of the top stress relievers across generations, so food and beverage trends show that tailoring products to music moments can be an opportunity for brands. Additionally, snacks like churros, plantain chips, flavored popcorn, and bubble tea are popular for Gen Z consumers, while Millennials enjoy dark chocolate, agua fresca, and mini tamales. Gen Z leans towards known staples like nuts, coffee, classic soft drinks, and baked goods (like pan dulce). Boomers prefer fruits, small pastries, or banana bread. Aside from food, spending time alone, exercising, and watching TV are other methods that Gen Z and Millennials turn to for stress relief. Gen X and Boomers also watch television, but for Gen X, spending time alone is important to 38% of consumers, while the equivalent percentage of Boomers prefer to spend time with friends and family.
Consumer Health & Well-Being Trends
Across generations, Latin American consumers value healthy aging, and while all age groups are proactive about their well-being, Gen X and Boomers lead the charge. 94-95% view healthy aging as extremely important, and they seek out offerings that support longevity in formats, flavors, or messaging. These generations are also more likely to follow a routine, emphasizing opportunities to offer convenient formats, snackable portions of functional foods, or ready-to-drink wellness beverages.
Additionally, Latin American food and beverage trends indicate that younger generations are more likely to have multifaceted health stressors and are more concerned about the combination of emotional, physical, and mental aspects than older consumers. Therefore, integrated, holistic wellness solutions will resonate with Gen Z and Millennials, such as functional products that combine benefits like mood and immune support. These younger consumers are also concerned about appearance, skin, brain function, and sports performance. Older generations are focused on maintaining physical systems and mobility, favoring products that support muscle retention or traditional offerings with functional upgrades.
For consumers of all ages, balanced diets are a key priority, and exercise is the top method for healthy aging. 40% of Latin American consumers are also avoiding sugar, sodium, and fats, while a majority look for methods to boost protein, fiber, and vitamins. These demonstrate innovative opportunities to target consumers across the board.
Sustainability & Technology Trends
Innova’s consumer trends research highlights that the majority of Latin American consumers say environmental concerns impact their purchases. Older generations focus on reducing food waste, and younger ones look for products that support biodiversity. Health and climate impact are also the driving factors for those who follow a plant-based diet.
Millennials welcome tech-enhanced foods, with 57% saying they are strongly open to foods created using new technologies. Nearly half of Millennial consumers in Latin America also follow viral food and beverage trends on social media, alongside Gen Z. Although younger generations are more positive about artificial intelligence than older groups, the overall perception is positive regardless of age. For example, 40% of Boomers report positive evaluations, and many are embracing technology and e-commerce in general. As a result, brands should explore AI-powered innovations that can deliver tailored needs, such as recipes based on regional preferences. AI can also help reduce food waste, enhance personalization, or provide customized nutritional advice.
What’s Next in Latin American Consumer Trends?
Although generations of consumers have varying preferences in the Latin American market, brands can implement a variety of innovations that target universal desires. For example, traditional flavors or products with a form or texture twist can cater to consumers of all generations who seek adventurous experiences. Products that support sleep, reduce stress, or support weight management can also resonate across generations. Fresh and local options without processed ingredients will resonate with older consumers, while the incorporation of hero ingredients that support appearance will attract younger consumers.
This article is based on Innova’s Generational Differences in Latin America report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.