Consumer Types in Chile

CONSUMER TYPES IN CHILE
November 2021
Introduction to Consumer Types
Shopping Habits of Consumer Types in Chile
Demographic Breakdown
Research Overview
INTRODUCTION TO CONSUMER TYPES
Scope
▪ This report is part of an ongoing series that covers the key characteristics and Disclaimer
lifestyle habits of Consumer Types, therefore there may be some similarities from Much of the information in this briefing
is of a statistical nature and, while
previous years. every attempt has been made to
ensure accuracy and reliability,
▪ Consumer Types can be a powerful tool to help companies better understand and Euromonitor International cannot be
appeal to their target markets. By going beyond typical demographic-based held responsible for omissions or
errors.
segmentation, such as age or gender, and grouping consumers based on shared Figures in tables and analyses are
traits and preferences, companies can better develop products and marketing calculated from unrounded data and
may not sum. Analyses found in the
campaigns that resonate with key customers. This report includes in-depth briefings may not totally reflect the
profiles of the five Consumer Types in Chile. companies’ opinions, reader discretion
is advised.
While many companies often

identify market segments using
demographics alone, few would
agree that consumers are neatly
defined by age, gender or income. To
overcome this, Euromonitor’s Survey
team has looked beyond standard
demographics to create distinct,
personality-driven consumer types at
global and country levels.
Note: All PowerPoint reports must contain a “Scope” slide
© Euromonitor International
CONSUMER TYPES IN CHILE PASSPORT 3
Lifestyles country reports series
This report is part of a 4-part series covering 40 markets. All reports can be found via Passport Lifestyles
and provide country-level consumer insights using our Voice of the Consumer: Lifestyles Survey data.
Consumer Lifestyles Megatrends
Draws together the insights identified by the Voice Combines insights using survey and how they
of the Consumer: Lifestyles Survey and provides connect with our eight megatrends. Case Studies
analysis on the key trends. demonstrate how companies are responding to
changing attitudes and expectations in relation to
each megatrend.
Consumer Types Consumer Values and Behaviour
Understanding consumers beyond their Reviews shifting consumer traits and values that
demographic profile and providing a different influence purchasing and consumption behaviours.
perspective on country-specific consumer insights, Explores everyday consumer habits and
particularly shopping habits and the path to behaviours, linking behavioural trends with
purchase. purchase and consumption habits.
Why segment consumers by type?
▪ Our Voice of the Consumer: Lifestyles Survey fielded questions in

January and February 2021. In the 2021 iteration, the survey
continued to focus on changing consumer behaviours and included
new questions focusing on changing home and work life,
sustainability as well as health and safety concerns. Euromonitor
International’s Voice of the Consumer: Lifestyles Survey coverage
includes 40 developed and emerging countries with country-level
Consumer Types grouped into 10 global-level types.
▪ Many of the 2021 key habit and lifestyle preferences of the 10
Consumer Types are consistent with the 2020 report. However, the
2020 Digital Enthusiast is no longer tracked in this series.
Key Questions Consumer Types Analysis Answers:
▪ Which consumer needs are driving your innovation pipeline?

▪ How are consumers’ habits and preferences changing?
▪ How can you tailor your services and products to what your key consumers value?
▪ Who are your key consumers in a specific market?
▪ What is the best way to target specific Consumer Types?
▪ Where will your sales and marketing investments make the most impact?
Breakdown of consumer types in Chile
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021
Research Overview
SHOPPING HABITS OF CONSUMER TYPES IN CHILE
Who is the Empowered Activist?
32% of Chilean
consumers are
Empowered
Activists
Empowered Activist: Values and influences
Empowered Activist: In-store and online shopping motivations
Best ways to target the Empowered Activist
▪ The Empowered Activist values their personal wellbeing as well

as global issues, often seeking products with green and
sustainability features or claims, and often investing time to
research products that align with their values. Products and
services should be clearly labelled and competitively priced to
grab their attention.
▪ Though these consumers are driven by value for money and low
prices, they also retain a high brand and product loyalty. In Best Ways to Target
addition, they usually stick to purchases that are tried and tested
and are often willing to pay more for products that they know • Easy-to-understand and clear
will work. labelling with emphasis on green,
▪ Consumers with this profile are invested in experiences and are sustainability and eco-conscious
likely to spend their time and money on activities that promote features
their own happiness. This might be through holidays and cultural • Competitively priced products
experiences as well as helping those in need through • Rewards or loyalty programmes
volunteering work, charity support and joining protests. They are and discounts on regularly
vocal in their values on global issues and often expect the purchased brands and products
companies and brands they purchase from to share these values. • Aligning company and brand
▪ Empowered Activists have always prioritised global issues like engagement to global issues
through clear sustainability and
politics, human rights and environmental concerns. However,
welfare strategies and charitable
their priorities have slightly shifted to more local issues and
platforms
personal wellbeing since COVID-19.
Who is the Minimalist Seeker?
27% of Chilean
consumers are
Minimalist
Seekers
Minimalist Seeker: Values and influences
Minimalist Seeker: In-store and online shopping motivations
Best ways to target the Minimalist Seeker
▪ The Minimalist Seeker is focused on living a simple lifestyle and

places a lot of importance on sustainability and community issues.
They rarely buy non-essential products and are unlikely to make
impulsive shopping decisions, often taking their time to research
products and services before making a purchase. They are open to
trying new products and do not have high loyalty to specific brands
and products, therefore they will switch their shopping habits.
Best Ways to Target
▪ Minimalist Seekers look for quality and are willing to pay more for
this if it means that their purchases will have longevity. The focus • Clear packaging and labelling
on longevity and waste reduction means that they are inclined to fix information in-store and online
items rather than buying a replacement and purchase second-hand with specific emphasis on eco-
items. conscious, sustainable, locally-
▪ Their interest in high quality and longevity is not solely limited to sourced and high-quality
their shopping habits. This consumer type values time, often ingredients and/or materials
looking for convenient and quick services to allow them to live a • Easy-to-use comparison platforms
well-balanced lifestyle. They put a lot of emphasis on activities, to facilitate the shopping decision-
such as regular exercise, cooking and baking from scratch, spending making process and research
time on themselves and with immediate family or close friends. phase of the path to purchase
▪ Minimalist Seekers are unlikely to invest in their personal image • Promotion of products with waste
reduction features, such as
and status or follow the latest trends. Therefore, they are a great
recyclable materials or second-
target audience for new product innovations, new brands and
hand purchases
private label companies if they are in line with the Minimalist
Seeker’s values.
Who is the Undaunted Striver?
16% of Chilean
consumers are
Undaunted
Strivers
Undaunted Striver: Values and influences
Undaunted Striver: In-store and online shopping motivations
Best ways to target the Undaunted Striver

▪ Undaunted Strivers enjoy their lives and do not worry too much
about planning for the future. Instead, they are highly likely to
prefer spending money rather than saving it and regularly make
impulsive purchases. They invest in and prioritise their status and
image, placing a great deal of importance on what others think as
well as staying up-to-date with the latest trends and styles.
Best Ways to Target
▪ Compared to the other Consumer Types, Undaunted Strivers are
more carefree in their spending habits. These consumers enjoy • Tailored and personalised
trying new products and experimenting with different brands, as shopping experiences coupled with
well as actively seeking premium and well-known items, even if high brand engagement
they need to pay more. • Clear promotion of the latest
▪ The image-conscious nature and continuous interest in changing trends, especially through social
trends can facilitate companies in influencing this consumer type. media platforms or celebrity
Though they are highly likely to be influenced across all marketing endorsements
channels, they have a growing interest in digital, social media and • Availability of online and offline
celebrity endorsements. These platforms often showcase a shopping platforms, creating a
lifestyle that Undaunted Strivers are looking to replicate. They are seamless omnichannel shopping
also likely to take into account personal tastes and preferences, experience
such as whom they follow on social media, making it more likely • Easy-to-understand and clear
that campaigns will resonate. labelling with emphasis on green,
sustainability and eco-conscious
▪ This consumer type is also highly likely to prioritise both
features
experiences and materialistic possessions – often seeking tailored
cultural and consumer-centric experiences.
Who is the Balanced Optimist?
15% of Chilean
consumers are
Balanced
Optimists
Balanced Optimist: Values and influences
Balanced Optimist: In-store and online shopping motivations
Best ways to target the Balanced Optimist
▪ Balanced Optimists are pragmatic consumers, usually cautious

in how they spend their money. However, they also place a lot of
importance on their personal happiness, frequently making
small impulsive purchases to treat friends and family or
themselves. Though these consumers look for strong brands
and premium products on occasion, they place value on low
prices and seek competitively-priced products.
Best Ways to Target
▪ The Balanced Optimist enjoys experiences, often seeking to
enrich their lives by learning about different cultures. They • Promotion of products that enhance
value the time they spend on themselves as well as close family personal wellbeing or facilitate time
and friends and leisure activities. spent with immediate family and
▪ They are indifferent to shopping and will most likely seek close friends, with specific emphasis
simple and convenient shopping experiences and services that on self-care
allow them to get the job done quickly, simplify their lives and • Clear promotion of low cost,
allow them to spend more time on the activities they value. discounts and value for money
▪ This consumer type tends to focus on their own life rather than • Availability of online and offline
placing importance on global issues, such as sustainability or shopping platforms, which create a
politics. They are particularly optimistic that their current seamless omnichannel shopping
actions will provide them with a bright future, often citing that experience
• Convenient services to facilitate
they will be happier and better off financially over the next five
quick purchases alongside unique
years.
shopping experiences
Who is the Secure Traditionalist?
10% of Chilean
consumers are
Secure
Traditionalists
Secure Traditionalist: Values and influences
Secure Traditionalist: In-store and online shopping motivations
Best ways to target the Secure Traditionalist
▪ Secure Traditionalists are very set in their ways. They are

unlikely to place importance on their image and rarely follow
the latest trends. This consumer type can be difficult to
influence since they rarely make impulse buys or try new
products and usually stick to purchasing their essential items.
▪ They are frugal in their shopping habits, frequently focusing on
low prices and placing high importance on saving money.
Discounts and sale offers can sometimes influence their
purchasing habits, causing them to choose the cheapest Best Ways to Target
alternative.
▪ Secure Traditionalists do not enjoy the shopping experience, so • Provide in-store and offline services
the more convenient and efficient retailers and brands make the to alleviate any anxieties when using
purchasing process the more likely consumers in this category technology
are to make repeat purchases. Though they have become more • Clearly mark promotional items, low
comfortable in using technology in recent years, Secure prices and discounts – especially on
Traditionalists still value in-store shopping services and are usual and essential purchases
more likely to do their research and make purchases in-store • Create a convenient and easy
rather than online. shopping experience to minimise
▪ In previous years, the Secure Traditionalist has steadily been time spent shopping
increasing their use of technology and internet platforms;
however, COVID-19 has accelerated the use of technology. This
opens a new opportunity and channel for businesses to target
this consumer.
Research Overview
DEMOGRAPHIC BREAKDOWN
Age and gender
City size and parental status
Education
Employment (1)
Employment (2)
Income
Research Overview
RESEARCH OVERVIEW
Voice of the Consumer: Lifestyles Survey
Focus and Design

Africa: Morocco, Nigeria, South Africa
▪ The Voice of the Consumer: Lifestyles Survey covers a variety
of topics within consumer life, including Eating and Drinking, Asia: China, Hong Kong, China, India,
Healthy and Ethical Living, House and Home, Leisure and Indonesia, Japan, Malaysia,
Recreation, Path to Purchase, Personal Traits and Values, Philippines, Singapore, South Korea,
Shopping, Spending and Saving, as well as Technology. Taiwan, Thailand, Vietnam
▪ Survey, design, execution and analysis were developed
collaboratively across teams within Euromonitor Australasia: Australia, New Zealand
Geographic Coverage
International, in conjunction with external sample partners.
Eastern Europe: Poland, Russia
Fielding
▪ A diverse set of online panellists in 40 countries were invited Middle East: Egypt, Saudi Arabia,
to participate between January and February 2021. United Arab Emirates
▪ Panellists were prescreened to ensure that the sample
matched each country’s population according to nested quotas Latin America: Argentina, Brazil,
for age (from 15 to 74 years) and gender. Chile, Colombia, Mexico, Peru
Data Cleaning
North America: Canada, US
▪ Only unique, complete responses to the Voice of the
Consumer: Lifestyles Survey questionnaire were used in Western Europe: Belgium, Denmark,
analysis. Data cleaning included removing duplicate IP France, Germany, Italy, Netherlands,
addresses, illogical responses and responses with fast Spain, Sweden, Turkey, UK
completion times.
RESEARCH OVERVIEW
Euromonitor International’s Consumer Types series
While many companies identify market segments using demographics alone,

few would agree that consumers are neatly defined by age, gender or income.
To overcome this issue, Euromonitor International goes beyond standard
demographics and has created an ongoing series of distinct, personality and
habit-driven Consumer Types at both global and country levels.
2011 Consumer Types 2013 Consumer Types 2015 Shopper Types
Four global Consumer 45 country-level 24 country-level
Types Consumer Types, Shopper Types,
grouped into seven grouped into five
global-level categories global-level categories
2016 Consumer Types 2017 Consumer Types 2019 Consumer Types

100 country-level 100 country-level 200 country-level
Consumer Types, Consumer Types, Consumer Types,
grouped into eight grouped into eight grouped into 10
global-level categories global-level categories global-level categories
2020 Consumer Types 2021 Consumer Types

200 country-level 204 country-level
Consumer Types, Consumer Types,
grouped into 11 grouped into 10
global-level categories global-level categories
RESEARCH OVERVIEW
How do we create our Consumer Types?
1. After extensive work with the Voice of the Consumer: Lifestyles Survey dataset, Euromonitor International
identified a subset of questions which encapsulated and differentiated a wide range of consumer attitudes
and behaviours within each of the 40 countries surveyed.
2. Questions spanned the major themes of the Lifestyles Survey, and the behavioural and attitudinal
personality questions formed the core of the Consumer Type clusters. Demographic traits were not used in
the analysis; any prevalence of consumers from a particular demographic within one cluster is due to
respondents’ other shared characteristics.
3. Questions with a high correlation to one another were then condensed so that only one version was
included in the analysis, to prevent over- and under-statement of results.
4. Drawing on the key subset of questions, cluster models were fitted to the data in each country. In this way,
the 3 to 7 cluster model was ultimately determined to be the best fit.
FOR FURTHER INSIGHT PLEASE CONTACT
Amrutha Shridhar
Senior Research Consultant – Consumer Insights
Amrutha.Shridhar@Euromonitor.com
Experience more...
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countries and consumers please visit
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CONSUMER TYPES IN CHILE

While many companies often

Note: All PowerPoint reports must contain a “Scope” slide

Lifestyles country reports series

Consumer Lifestyles Megatrends

Consumer Types Consumer Values and Behaviour

Why segment consumers by type?

▪ Our Voice of the Consumer: Lifestyles Survey fielded questions in

Key Questions Consumer Types Analysis Answers:

▪ Which consumer needs are driving your innovation pipeline?

Breakdown of consumer types in Chile

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Who is the Empowered Activist?

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Empowered Activist: Values and influences

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Empowered Activist: In-store and online shopping motivations

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Best ways to target the Empowered Activist

▪ The Empowered Activist values their personal wellbeing as well

Who is the Minimalist Seeker?

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Minimalist Seeker: Values and influences

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Minimalist Seeker: In-store and online shopping motivations

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Best ways to target the Minimalist Seeker

▪ The Minimalist Seeker is focused on living a simple lifestyle and

Who is the Undaunted Striver?

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Undaunted Striver: Values and influences

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Undaunted Striver: In-store and online shopping motivations

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Best ways to target the Undaunted Striver

Who is the Balanced Optimist?

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Balanced Optimist: Values and influences

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Balanced Optimist: In-store and online shopping motivations

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Best ways to target the Balanced Optimist

▪ Balanced Optimists are pragmatic consumers, usually cautious

Who is the Secure Traditionalist?

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Secure Traditionalist: Values and influences

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Secure Traditionalist: In-store and online shopping motivations

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Best ways to target the Secure Traditionalist

▪ Secure Traditionalists are very set in their ways. They are

Age and gender

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

City size and parental status

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Voice of the Consumer: Lifestyles Survey

Focus and Design

Euromonitor International’s Consumer Types series

While many companies identify market segments using demographics alone,