NielsenIQ: Puerto Rico consumer sector sees early ’25 sales volume lift
NielsenIQ’s latest report signals early signs of stabilization in Puerto Rico’s mass consumer sector after a period of contraction through 2024.
While overall sales value continues to decline, the company reported that moderate price increases have slightly boosted units sold during the first quarter of 2025.
“The mass consumer market in Puerto Rico is demonstrating that it is in a recalibration phase,” said Tatiana Irizarry, commercial leader for NielsenIQ in Puerto Rico. “While the overall contraction continues, moderate price variations are offering a respite that is translating into a slight recovery in units sold.”
Irizarry added that companies that understand consumers and the distinct role of each channel and format will be better positioned to navigate the current market and seize opportunities.
According to the report, 2024 closed with a 1.3% decrease in total market value and a 3% drop in volume, while price increases averaged 2%. The hardest-hit categories were beverages (-2%) and food (-1.5%), driving most of the decline in the consumption basket.
For the first quarter of 2025, value sales are still down by 2.1%, but the decline in units sold has slowed as price volatility has lessened.
Performance across market channels presents a mixed picture. The total market basket contracted by 2.3%, with only alcoholic beverages showing growth (+0.7%). Non-alcoholic beverages (-3.6%) and over-the-counter (OTC) medications (-4%) posted the steepest drops.
Large retail chains saw a slightly smaller drop at -2.1%, with home care products the only segment gaining (+1.1%). Alcoholic beverages (-3.5%) and OTC medications (-4.9%) recorded the biggest losses.
Small-format stores contracted by 2.8%, but some categories outperformed the trend. Alcoholic beverages rose by 5.8%, and OTC products climbed by 4.4%. Dairy (-4.7%), groceries (-4.5%) and home care (-4.1%) registered the largest declines.
On the product side, yogurt, whiskey, electrolyte drinks and cordials stood out for sales growth early this year, while ready-to-drink beverages, milk and cooking oils saw the sharpest drops in volume.
