SME study finds Puerto Ricans prioritize stability, value
Cautious optimism is shaping Puerto Rican consumer behavior, as six out of 10 residents believe their economic situation will improve in the next 12 months, though only 32% describe their current status as favorable.
These findings are part of the 2025 Consumer Foresight Study presented by the Puerto Rico Sales and Marketing Executives Association (SME) during its annual Marketing Summit.
The study, conducted by Nube Research and commissioned by SME, provides a detailed look at how local consumers are redefining their values, financial decisions and purchasing habits in an evolving economic landscape.
“Our goal with this research is to provide actionable data that guides brands, agencies and companies in formulating more human, relevant and effective strategies,” said Esteban Colón, director of the Study Committee and president of Brain Consulting.
Researchers identified six key consumer shifts reflecting a more focused and intentional mindset. Sixty percent of respondents plan to invest in savings, 39% in health and 37% in education, signaling a shift from material aspiration to emotional and financial balance.
“What we’re seeing isn’t pessimism, but maturity,” said Beatriz Castro, founding partner of Nube Research. “The Puerto Rican consumer is redefining success on their own terms: balance, stability and connection to what’s meaningful,” she said.
Only a third of respondents view their financial situation as favorable, but 62% expect improvement over the next year. Spending on luxuries and leisure is declining as consumers increase investments in wellness, education and savings.
Shopping behaviors are also shifting. Fifty-four percent of participants said they still prefer to try products in stores, but nearly half compare prices online, look for reviews or wait for promotions before buying.
“It’s no longer about where the consumer is, but where they trust,” Castro said. “Cross-channel consistency and social proof are now the main conversion currencies.”
The study also found that family decisions such as marriage or home purchases are often delayed, not because of lack of interest, but to ensure greater financial stability.
Meanwhile, homes are becoming “the new center of shared life,” with 40% of respondents expecting new household members in the coming year, including adult children, aging relatives or partners.
On technology use, consumers are showing growing curiosity about artificial intelligence tools for learning and organization, though trust remains limited in financial or emotional areas.
“Consumers don’t just want to live better; they want to live with more purpose,” Colón said. “The home is now an emotional, functional and social space that demands new responses from brands.”
Yasmin Roger, president of SME, summarized the shift succinctly: “Puerto Rican consumers are reordering their priorities — they’re seeking purpose, clarity and real value. Understanding these changes is critical to creating more relevant, empathetic and sustainable brands.”
The Consumer Foresight 2025 Study was based on a digital survey of 1,539 respondents, with a ±2.7% margin of error, complemented by qualitative video diaries from 25 participants.
