Value shopping rises as Puerto Rico consumers cut back
Consumers in Puerto Rico are concentrating their spending on value as economic uncertainty shapes how and where they shop, according to a new NielsenIQ analysis of the local retail market.
The year-to-date comparison for 2025 versus 2024 shows that volume decreased 1.8% even as price variation increased 1.4%. Overall market value fell 0.7%, signaling a more cautious outlook among shoppers.
The report, “Price at Stake: Strategies in Times of Uncertainty,” points to a strong shift toward channels perceived as offering better deals. NielsenIQ said price clubs and mass merchandisers continue to gain momentum, noting that “channel choice is directly linked to the consumer’s perception of value.”
Drug stores and mass merchants posted the largest increase in average ticket size at 3.9%, while super chains recorded a 1.6% rise.
The analysis also identifies a dual purchasing trend tied to package size. Consumers are turning to larger versions of small-format items, especially in food, to improve cost per volume. At the same time, large-format purchases are declining, mainly in beverages, due to tighter household budgets.
In product segments, the “value” tier is expanding, especially in food, while mainstream and premium categories are losing share. NielsenIQ attributes the shift to a lack of “perceived differentiation” that would justify higher prices.
The study reports that promotions are playing a more important role in driving growth, with incentives activating volume more effectively in a price-sensitive environment.
“In a market where volume is under pressure, success lies in understanding where and how consumers are willing to spend,” said Tatiana Irizarry, sales leader at NielsenIQ in Puerto Rico.
She said retailers and manufacturers need to refine channel strategies and reconsider how mainstream and premium products are positioned “to avoid losing market share to the value segment.”
NielsenIQ said the findings reflect a shift in purchasing behavior as consumers prioritize affordability and adjust spending to stretch household budgets.
