Bad Bunny residency drives 3% rebound in Puerto Rico consumption
Consumer spending in Puerto Rico rose this summer as a direct result of Bad Bunny’s musical residency, “No Me Quiero Ir de Aquí,” according to data released by NielsenIQ, a global consumer intelligence firm.
The analysis found that local consumption grew 3% in July compared with the same month in 2024, reversing a yearlong decline.
The residency, which ran from July 11 to Sept. 14 across 30 dates, created a ripple effect beyond the entertainment sector, the report said.
“This analysis demonstrates how an event of the magnitude of Bad Bunny not only impacts the entertainment industry but acts as an economic catalyst that directly drives consumption throughout the island,” said Tatiana Irizarry, commercial leader of NielsenIQ Puerto Rico.
NielsenIQ data showed that overall consumption had been slipping, down 0.9% year-over-year through July. But the residency produced a shift: July saw 3% growth, and August’s continued strength pushed combined performance for the two months to 0.5%, compared with a 1.3% drop in the same period a year earlier.
Health and beauty, dairy and alcoholic beverages were among the categories most positively affected. Items with the strongest growth in July and August included chicken, yogurt, cosmetics, chocolates and coffee.
NielsenIQ also tracked nine brands tied to the concert series through sponsorships. Eight of the nine posted improved performance during the two-month period, with three reversing negative trends.
Irizarry said increases in cosmetics and alcoholic beverage sales reflected “pre-concert” spending, showing how lifestyle choices translated into retail gains.
The findings underscore the link between cultural events and economic activity, particularly those that attract large audiences and brand participation, the report said.
NielsenIQ concluded that the data illustrates how high-profile cultural phenomena can shape consumer behavior.
“The increase in consumption of categories such as alcoholic beverages and cosmetics suggests that Puerto Ricans are investing in experiences, from purchasing items for the ‘pre-concert’ to enjoying the moments during the event,” Irizarry said.
While Bad Bunny’s residency has ended, the study raised the question of how long the “Bad Bunny Effect” will continue to influence local markets.
