Latin American Marketing Data and Statistics: 4th Edi Tion

Latin American
Marketing Data
and Statistics
2009/2010
4th edition
Euromonitor International Plc, 60-61 Britton Street, London EC1M 5UX
Euromonitor International 2009
iii
Latin American Marketing Data and Statistics 2009/2010
Summary of Contents
Summary of Contents
Foreword and Guide. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Section One
Key Latin American Marketing and Information Sources . . . . . . . . . . . . . . . . . . 13

Section Two
Country Profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
Section Three
Regional Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91
Section Four
Latin American Marketing Data and Statistics in Graphics . . . . . . . . . . . . . . . . 103

Section Five
Population . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 129
Section Six
Economic Indicators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161

Section Seven
Banking and Finance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179

Section Eight
External Trade . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187

Section Nine
Industry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199
Section Ten
Energy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 203
Section Eleven
Labour . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207
Section Twelve
Income and Deductions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 227

Section Thirteen
Consumer Expenditure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 231
Section Fourteen
Retail Distribution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 241

Section Fifteen
Advertising, Media and Leisure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 247

Section Sixteen
Consumer Market Sizes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 253

Section Seventeen
Consumer Prices and Costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 261

Section Eighteen
Home Ownership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 271

Section Nineteen
Household Profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 275

Section Twenty
Health . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 283
Section Twenty-one
Crime . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 291
Section Twenty-two
Literacy and Education . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 295

Section Twenty-three
Agricultural Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 299

Section Twenty-four
IT and Telecommunications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 311

Section Twenty-five
Automotives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 323
Section Twenty-six
Transport, Travel and Tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 327

Section Twenty-seven
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 343
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Table of Contents
Table of Contents
Foreword and Guide. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Foreword ...........................................................................................................................3
Guide to using this handbook ............................................................................................5
1 - Scope of the Handbook ............................................................................................................5
2 - Subject Coverage ......................................................................................................................6
3 - Data Coverage ..........................................................................................................................7
4 - Country Coverage......................................................................................................................8
5 - Sources .....................................................................................................................................8
6 - List of Abbreviations ...............................................................................................................11
Section One
Key Latin American Marketing and Information Sources . . . . . . . . . . . . . . . . . . 13

Introduction ....................................................................................................................15
International Official Sources ......................................................................................................16
Pan-regional Official Sources.......................................................................................................27
Latin America............................................................................................................................27
National Official Sources .............................................................................................................29
Antigua .....................................................................................................................................29
Argentina ..................................................................................................................................29
Aruba ........................................................................................................................................30
Bahamas...................................................................................................................................30
Barbados...................................................................................................................................30
Bermuda...................................................................................................................................30
Bolivia.......................................................................................................................................31
Brazil ........................................................................................................................................31
Cayman Islands.........................................................................................................................33
Chile .........................................................................................................................................33
Colombia ..................................................................................................................................35
Costa Rica .................................................................................................................................36
Cuba .........................................................................................................................................37
Dominican Republic .................................................................................................................37
Ecuador.....................................................................................................................................37
El Salvador ................................................................................................................................38
Guadeloupe ..............................................................................................................................38
Guatemala ................................................................................................................................38
Guyana......................................................................................................................................39
Haiti..........................................................................................................................................39
Jamaica.....................................................................................................................................39
Mexico ......................................................................................................................................39
Netherlands Antilles .................................................................................................................40
Nicaragua .................................................................................................................................41
Panama ....................................................................................................................................41
Paraguay...................................................................................................................................41
Peru ..........................................................................................................................................41
Puerto Rico ...............................................................................................................................42
Suriname ..................................................................................................................................42
Trinidad and Tobago ................................................................................................................42
Uruguay ....................................................................................................................................43
Venezuela .................................................................................................................................43
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Section Two
Country Profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
Anguilla...............................................................................................................................47
Antigua................................................................................................................................48
Argentina ............................................................................................................................49
Aruba ..................................................................................................................................50
Bahamas .............................................................................................................................51
Barbados .............................................................................................................................52
Belize ..................................................................................................................................53
Bermuda .............................................................................................................................54
Bolivia .................................................................................................................................55
Brazil...................................................................................................................................56
British Virgin Islands ...........................................................................................................57
Cayman Islands ...................................................................................................................58
Chile ....................................................................................................................................59
Colombia.............................................................................................................................60
Costa Rica............................................................................................................................61
Cuba....................................................................................................................................62
Dominica.............................................................................................................................63
Dominican Republic............................................................................................................64
Ecuador ...............................................................................................................................65
El Salvador ..........................................................................................................................66
French Guiana .....................................................................................................................67
Grenada...............................................................................................................................68
Guadeloupe.........................................................................................................................69
Guatemala...........................................................................................................................70
Guyana ................................................................................................................................71
Haiti ....................................................................................................................................72
Honduras ............................................................................................................................73
Jamaica ...............................................................................................................................74
Martinique ..........................................................................................................................75
Mexico.................................................................................................................................76
Netherlands Antilles............................................................................................................77
Nicaragua............................................................................................................................78
Panama...............................................................................................................................79
Paraguay .............................................................................................................................80
Peru ....................................................................................................................................81
Puerto Rico..........................................................................................................................82
St Kitts .................................................................................................................................83
St Lucia................................................................................................................................84
St Vincent and the Grenadines ............................................................................................85
Suriname.............................................................................................................................86
Trinidad and Tobago...........................................................................................................87
Uruguay ..............................................................................................................................88
Venezuela............................................................................................................................89
Section Three
Regional Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91
Regional Insights .............................................................................................................93
Latin America More Resilient to the Global Downturn than in 2001-2002...................................93
Chart 3.1 Real GDP growth in Argentina, Brazil, Uruguay and Paraguay: 2001-2009....................................94
Chart 3.2 Argentinas industrial production and economic activity: January 2008-January 2009 ..................95
Consumer Confidence Suffers in Latin America ...........................................................................96

Chart 3.3 Chile retail sales and supermarket sales growth: 2008 ....................................................................97
Chart 3.4 Real GDP growth in Mexico, Brazil, USA and the world: 2007-2010 ...............................................99
Inflation in Leading Latin America Economies ............................................................................99

Table 3.1 Inflation: April 2008 March 2009.................................................................................100
Exchange Rates in Leading Latin America Economies................................................................100

Table 3.2 Exchange rates: April 2008 March 2009 .......................................................................100
Table 3.3 Unemployment: March 2008 February 2009 ...............................................................101
Section Four
Latin American Marketing Data and Statistics in Graphics . . . . . . . . . . . . . . . . 103

Chart 4.1 Population Change 1980-2008 ......................................................................................................105
Chart 4.2 Changing Age Profile 1980-2008....................................................................................................106
Chart 4.3 Urban and Rural Population Profile 1980-2008............................................................................107
Chart 4.4 GDP and GDP Growth 1980-2008 ..................................................................................................108
Chart 4.5 Government Expenditure by Category 2008...................................................................................109
Chart 4.6 Balance of Trade and Growth in External Trade 1980-2008..........................................................110
Chart 4.7 Importance of Industry 2008 .........................................................................................................111
Chart 4.8 Employment Trends 1980-2008 .....................................................................................................112
Chart 4.9 Male and Female Employment 1980-2008 ....................................................................................113
Chart 4.10 Income Profile 1990-2008............................................................................................................114
Chart 4.11 Consumer Expenditure Profile 1990-2008....................................................................................115
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Chart 4.12
Chart 4.13
Chart 4.14
Chart 4.15
Chart 4.16
Chart 4.17
Chart 4.18
Chart 4.19
Chart 4.20
Chart 4.21
Chart 4.22
Chart 4.23
Changing Retail Environment 1999-2008 ....................................................................................116

Changing Advertising Profile 1995-2008......................................................................................117
Fastest growing consumer markets 2002-2008 ............................................................................118
Comparative Consumer Price Indices 1995-2008 .........................................................................119
Home Ownership Profile 1990-2008 ............................................................................................120
Life Expectancy Profile 1980-2008 ...............................................................................................121
Education Profile 1990-2008 .......................................................................................................122
Mobile Telephone Use 2000-2008 ................................................................................................123
Internet Use 2000-2008 ...............................................................................................................124
New Registrations of Passenger Cars 2001-2008..........................................................................125
Importance of Tourism 1995-2008 ..............................................................................................126
International Tourism Profile 1995-2008 ....................................................................................127
Section Five
Population . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 129
Table 5.1 Total Population: National Estimates at Mid-Year 1980-2008 ........................................131
Table 5.2 Total Population: National Estimates at January 1st 1980-2008.....................................133
Table 5.3 Population Aged 0-14 at January 1st 2008......................................................................135
Table 5.4 Population Aged 15-64 at January 1st 2008....................................................................136
Table 5.5 Population Aged 65+ at January 1st 2008 ......................................................................137
Table 5.6 Male Population: January 1st 1980-2008........................................................................138
Table 5.7 Male Population Aged 0-14 at January 1st 2008 .............................................................140
Table 5.8 Male Population Aged 15-64 at January 1st 2008 ...........................................................141
Table 5.9 Male Population Aged 65+ at January 1st 2008 .............................................................142
Table 5.10 Female Population: January 1st 1980-2008 ..................................................................143
Table 5.11 Female Population Aged 0-14 at January 1st 2008 .......................................................145
Table 5.12 Female Population Aged 15-64 at January 1st 2008 .....................................................146
Table 5.13 Female Population Aged 65+ at January 1st 2008........................................................147
Table 5.14 Median Age of Population 1980-2008...........................................................................148
Table 5.15 Number of Live Births 1980-2008 .................................................................................149
Table 5.16 Birth Rates 1980-2008 ..................................................................................................150
Table 5.17 Number of Deaths 1980-2008.......................................................................................151
Table 5.18 Death Rates 1980-2008.................................................................................................152
Table 5.19 Marriage Rates 1980-2008 ............................................................................................153
Table 5.20 Divorce Rates 1980-2008 ..............................................................................................154
Table 5.21 Fertility Rates 2000-2008 ..............................................................................................155
Table 5.22 Mean Ages at Childbirth and First Marriage 1995-2008 ................................................156
Table 5.23 Number of Pensioners 1980-2008 ................................................................................157
Table 5.24 Population by Marital Status 2008................................................................................157
Table 5.25 Population by Educational Attainment 2008................................................................157
Table 5.26 Population by Urban/Rural Split 2008..........................................................................158
Table 5.27 Population Density and Land Area 1995-2008..............................................................159
Table 5.28 Net Migration 1980-2008..............................................................................................160
Table 5.29 Number of Foreign Citizens 1990-2008.........................................................................160
Section Six
Economic Indicators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161

Table 6.1 Trends in Total GDP (National Currencies) 1980-2008 ....................................................163
Table 6.2 GDP by Origin 2008 ........................................................................................................165
Table 6.3 GDP by Usage 2008.........................................................................................................165
Table 6.4 GDP Measured at Purchasing Power Parity 1999-2008 ...................................................166
Table 6.5 Real GDP Growth 1980-2008...........................................................................................167
Table 6.6 Trends in Total GNP (National Currencies) 1980-2008 ....................................................168
Table 6.7 Trends in Money Supply 1980-2008................................................................................170
Table 6.8 Annual Rates of Inflation 1980-2008 ..............................................................................171
Table 6.9 Government Final Consumption Expenditure 1980-2008 ...............................................172
Table 6.10 Trends in Private Consumption 1980-2008 ...................................................................173
Table 6.11 Government Finance 2008............................................................................................174
Table 6.12 Government Expenditure by Category 2008..................................................................175
Table 6.13 US$ Exchange Rates 1980-2008 ....................................................................................177
Section Seven
Banking and Finance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179

Table 7.1 Lending Rates 1980-2008................................................................................................181
Table 7.2 Reserves of Deposit Money Banks 1980-2008 .................................................................182
Table 7.3 Assets of Deposit Banks 1980-2008.................................................................................183
Table 7.4 Liabilities of Deposit Banks 1980-2008...........................................................................184
Table 7.5 Bank Claims on the Private Sector 1980-2008 ................................................................185
Section Eight
External Trade . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187

Table 8.1 Trends in Total Imports 1980-2008.................................................................................189
ix
Table 8.2 Imports (cif) by Origin 2008 ............................................................................................191

Table 8.3 Imports (cif) by Commodity: SITC Classification 2008 .....................................................192
Table 8.4 Trends in Total Exports 1980-2008 .................................................................................193
Table 8.5 Exports (fob) by Destination 2008...................................................................................195
Table 8.6 Exports (fob) by Commodity: SITC Classification 2008.....................................................196
Table 8.7 Trade Balance 1980-2008 ...............................................................................................197
Section Nine
Industry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199
Table 9.1 Indices of General Industrial Production 1980-2008 ......................................................201
Table 9.2 Indices of Manufacturing Production 1980-2008............................................................201
Table 9.3 Indices of Mining Production 1980-2008........................................................................201
Table 9.4 Metal Production by Sector 2008....................................................................................202
Table 9.5 Mineral Production by Sector 2008 ................................................................................202
Section Ten
Energy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 203
Table 10.1 Refinery Output 1990-2008...........................................................................................205
Table 10.2 Primary Energy Consumption 1980-2008......................................................................205
Table 10.3 Crude Oil 1980-2008 .....................................................................................................205
Table 10.4 Residential Consumption of Electricity 1980-2008........................................................206
Table 10.5 Consumption of Liquefied Gases 1999-2008 .................................................................206
Table 10.6 Consumption of Diesel/Gasoil 1999-2008 .....................................................................206
Section Eleven
Labour . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207
Table 11.1 Total Employed Population 1980-2008.........................................................................209
Table 11.2 Employed Population by Age 2008 ...............................................................................210
Table 11.3 Employed Male Population by Age 2008 ......................................................................210
Table 11.4 Employed Female Population by Age 2008 ..................................................................211
Table 11.5 Paid Employment in Manufacturing 1980-2008 ...........................................................212
Table 11.6 Employment by Activity 2008 .......................................................................................213
Table 11.7 Total Unemployed Population 1980-2008 ....................................................................214
Table 11.8 Unemployed Population by Age 2008 ..........................................................................214
Table 11.9 Unemployed Male Population by Age 2008..................................................................215
Table 11.10 Unemployed Female Population by Age 2008 ............................................................215
Table 11.11 Trends in Unemployment Rate 1980-2008 .................................................................217
Table 11.12 Trends in Male Unemployment Rate 1980-2008.........................................................218
Table 11.13 Trends in Female Unemployment Rate 1980-2008 .....................................................219
Table 11.14 Economically Active Population 1980-2008 ................................................................220
Table 11.15 Economically Active Population by Age 2008 .............................................................221
Table 11.16 Economically Active Male Population 1980-2008 .......................................................222
Table 11.17 Economically Active Male Population by Age 2008.....................................................223
Table 11.18 Economically Active Female Population 1980-2008....................................................224
Table 11.19 Economically Active Female Population by Age 2008 .................................................225
Table 11.20 Total Part-time Employees 1990-2008 ........................................................................226
Table 11.21 Workers by Employment Status 2008..........................................................................226
Section Twelve
Income and Deductions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 227

Table 12.1 Annual Gross Income 1990-2008 ..................................................................................229
Table 12.2 Gross Income by Source 2008 .......................................................................................229
Table 12.3 Annual Disposable Income 1990-2008 .........................................................................229
Table 12.4 Tax and Social Security Contributions 1990-2008 .........................................................230
Section Thirteen
Consumer Expenditure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 231

Table 13.1 Consumer Expenditure 1980-2008................................................................................233
Table 13.2 Consumer Expenditure on Food and Non-alcoholic Beverages 2008 ............................235
Table 13.3 Consumer Expenditure on Alcoholic Beverages and Tobacco 2008 ..............................235
Table 13.4 Consumer Expenditure on Clothing and Footwear 2008...............................................236
Table 13.5 Consumer Expenditure on Housing 2008......................................................................236
Table 13.6 Consumer Expenditure on Household Goods and Services 2008...................................237
Table 13.7 Consumer Expenditure on Transport 2008 ...................................................................237
Table 13.8 Consumer Expenditure on Communications 2008........................................................238
Table 13.9 Consumer Expenditure on Leisure, Recreation and Education 2008.............................238
Table 13.10 Consumer Expenditure on Miscellaneous Goods and Services 2008............................239
Table 13.11 Consumer Expenditure on Commodity Type 2008 ......................................................239
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Section Fourteen
Retail Distribution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 241

Table 14.1 Total Retail Sales 1999-2008.........................................................................................243
Table 14.2 Store-Based Retailer Sales by Grocery/Non-Grocery Split 2008 .....................................243
Table 14.3 Number of Store-Based Retailers by Grocery/Non-Grocery Split 2008...........................243
Table 14.4 Retail Sales through Grocery Retailers by Type 2008 ....................................................244
Table 14.5 Number of Grocery Retailers by Type 2008...................................................................244
Table 14.6 Retail Sales through Non-Grocery Retailers by Type 2008.............................................244
Table 14.7 Number of Non-Grocery Retailers by Type 2008 ...........................................................245
Table 14.8 Non-Store Retail Sales by Type 2008.............................................................................245
Section Fifteen
Advertising, Media and Leisure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 247

Table 15.1 Trends in Total Advertising Expenditure 2000-2008 .....................................................249
Table 15.2 Advertising Expenditure by Medium 2008 ....................................................................250
Table 15.3 Press Trends 2008.........................................................................................................250
Table 15.4 Colour Television Households 1980-2008 .....................................................................250
Table 15.5 National TV Channels 1990-2008..................................................................................251
Table 15.6 Annual Cinema Trips Per Capita 1990-2008..................................................................251
Section Sixteen
Consumer Market Sizes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 253

Table 16.1 Fresh Foods 2008..........................................................................................................255
Table 16.2 Dairy Products and Ice Cream 2008..............................................................................255
Table 16.3 Bakery Products 2008...................................................................................................255
Table 16.4 Packaged Food 2008.....................................................................................................255
Table 16.5 Confectionery 2008.......................................................................................................256
Table 16.6 Hot and Soft Drinks 2008..............................................................................................256
Table 16.7 Alcoholic Drinks 2008...................................................................................................256
Table 16.8 Household Care Products 2008.....................................................................................256
Table 16.9 OTC Healthcare Products 2008 .....................................................................................257
Table 16.10 Disposable Paper Products 2008 ................................................................................257
Table 16.11 Cosmetics and Toiletries 2008 ....................................................................................257
Table 16.12 Clothing and Footwear 2008.......................................................................................257
Table 16.13 Large Kitchen Appliances 2008...................................................................................258
Table 16.14 Small Electrical Appliances 2008 ................................................................................258
Table 16.15 Consumer Electronics 2008.........................................................................................258
Table 16.16 Tobacco 2008 .............................................................................................................258
Table 16.17 Toys and Games 2008 .................................................................................................259
Section Seventeen
Consumer Prices and Costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 261

Table 17.1 Index of Consumer Prices 1980-2008............................................................................263
Table 17.2 Index of Food Prices and Non Alcoholic Beverage Prices 1990-2008 ............................264
Table 17.3 Costs of Selected Food and Drink Items 2008 ...............................................................265
Table 17.4 Index of Alcoholic Beverage and Tobacco Prices 1990-2008.........................................267
Table 17.5 Index of Clothing and Footwear Prices 1990-2008........................................................267
Table 17.6 Index of Housing Prices 1990-2008...............................................................................267
Table 17.7 Index of Household Goods and Services Prices 1990-2008............................................268
Table 17.8 Index of Transport Prices 1990-2008 ............................................................................268
Table 17.9 Index of Leisure and Recreation Prices 1990-2008 .......................................................268
Table 17.10 Index of Education Prices 1990-2008..........................................................................269
Table 17.11 Index of Hotels and Catering Prices 1990-2008...........................................................269
Table 17.12 Index of Miscellaneous Goods and Services Prices 1990-2008.....................................269
Section Eighteen
Home Ownership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 271

Table 18.1 Housing Stock 1980-2008 .............................................................................................273
Table 18.2 New Dwellings Completed 1980-2008 ..........................................................................273
Table 18.3 Number of Households by Tenure 2008 .......................................................................273
Table 18.4 Number of Households by Type of Dwelling 2008 ........................................................274
Section Nineteen
Household Profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 275

Table 19.1 Number of Households 1980-2008 ...............................................................................277
Table 19.2 Average Number of Occupants per Household at January 1st 1980-2008 .....................278
Table 19.3 Number of Households by Number of Persons 2008 ....................................................279
Table 19.4 Number of Households by Number of Rooms 2008 .....................................................279
Table 19.5 Number of Households by Sex of Head of Household 2008..........................................280
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Table 19.6 Number of Households by Education of Head of Household 2008 ...............................280

Table 19.7 Number of Households by Type 2008...........................................................................281
Table 19.8 Possession of Household Durables 2008.......................................................................281
Section Twenty
Health . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 283
Table 20.1 Number of Doctors 1980-2008......................................................................................285
Table 20.2 Number of Dentists 1980-2008 .....................................................................................285
Table 20.3 Number of Nurses 1980-2008 .......................................................................................285
Table 20.4 Causes of Death: Male 2008..........................................................................................286
Table 20.5 Causes of Death: Female 2008......................................................................................286
Table 20.6 Govt Health Expenditure as % of Total Central Govt Expenditure 1985-2008 ................287
Table 20.7 Life Expectancy and Healthy Life Expectancy 2008 .......................................................288
Table 20.8 Infant Mortality Rates 1980-2008 .................................................................................289
Table 20.9 Legal Abortions 1980-2008 ...........................................................................................290
Table 20.10 Obese Population (BMI 30kg/sq m or more) 1990-2008..............................................290
Section Twenty-one
Crime . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 291
Table 21.1 Number of Juvenile Offenders 1990-2008.....................................................................293
Table 21.2 Number of Offences per 100,000 Inhabitants 1990-2008 .............................................293
Table 21.3 Male Offenders (% of Total Offenders) 1995-2008 .........................................................293
Table 21.4 Female Offenders (% of Total Offenders) 1995-2008 .....................................................294
Section Twenty-two
Literacy and Education . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 295

Table 22.1 Primary Education 2008 ...............................................................................................297
Table 22.2 Secondary Education 2008............................................................................................297
Table 22.3 Higher Education 2008 .................................................................................................297
Table 22.4 Foreign Students in Tertiary Education in Host Countries 1990-2008 ...........................298
Table 22.5 Foreign Students as % of all Tertiary Education Students 1990-2008 ............................298
Section Twenty-three
Agricultural Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 299

Table 23.1 Indices of Agricultural Output 1980-2008.....................................................................301
Table 23.2 Indices of Food Output 1980-2008 ...............................................................................302
Table 23.3 Land Area 2008.............................................................................................................303
Table 23.4 Livestock 2008 ..............................................................................................................304
Table 23.5 Production of Dairy Products and Eggs 2008 ................................................................305
Table 23.6 Production of Meat 2008 ..............................................................................................306
Table 23.7 Production of Cereals 2008...........................................................................................307
Table 23.8 Production of Selected Crops 2008 ...............................................................................308
Table 23.9 Forestry Production 2008 .............................................................................................309
Section Twenty-four
IT and Telecommunications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 311

Table 24.1 Telephone Lines in Use 1980-2008 ...............................................................................313
Table 24.2 National Telephone Calls 1980-2008 ............................................................................314
Table 24.3 International Outgoing Telephone Calls 1980-2008......................................................315
Table 24.4 Mobile Telephone Users 1990-2008..............................................................................316
Table 24.5 Mobile Telephone Calls 1995-2008...............................................................................317
Table 24.6 Availability of Digital Main Lines 1990-2008.................................................................318
Table 24.7 Capital Investment in Telecommunications 1980-2008 ................................................319
Table 24.8 ISDN Subscribers 1995-2008 .........................................................................................320
Table 24.9 Internet Users 1995-2008 .............................................................................................321
Section Twenty-five
Automotives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 323
Table 25.1 New Registrations of Passenger Cars 1980-2008 ...........................................................325
Table 25.2 Number of Commercial Vehicles in Use 1980-2008 ......................................................325
Table 25.3 Number of Two-Wheelers in Use 1980-2008.................................................................326
Section Twenty-six
Transport, Travel and Tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 327

Table 26.1 Length of Public Railway Network Operated 1980-2008 ...............................................329
Table 26.2 Road Network 2008 ......................................................................................................330
Table 26.3 Trends in Railway Passenger Traffic 1980-2008 ............................................................331
xii
www.euromonitor.com
Table of Contents
Table 26.4 Trends in Railway Freight Traffic 1980-2008.................................................................332

Table 26.5 Km Travelled by Road 1980-2008 .................................................................................333
Table 26.6 Km Travelled by Rail 1980-2008 ...................................................................................333
Table 26.7 Km Travelled by Air 1980-2008.....................................................................................333
Table 26.8 Total Tourist Arrivals 1990-2008 ...................................................................................334
Table 26.9 Tourist Arrivals by Method 2008 ...................................................................................335
Table 26.10 Total Number of Rooms in Tourist Accommodation 1990-2008 .................................336
Table 26.11 Hotel Bed Occupancy Rates 1990-2008.......................................................................337
Table 26.12 Total Number of Bed-Places in Tourist Accommodation 1990-2008...........................338
Table 26.13 International Tourist Nights 1990-2008 ......................................................................339
Table 26.14 Average Tourist Stay in Accommodation Establishments 1990-2008 ..........................340
Table 26.15 Average Tourist Stay in the Country 1990-2008...........................................................341
Section Twenty-seven
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 343
xiii
Foreword
Foreword
Latin American Marketing Data and Statistics is a compendium of statistical information on the
43 countries which comprise the Latin American region. Drawing on Euromonitor Internationals
specialised databases on consumer lifestyles and retailing as well as encompassing the many
subject areas covered by International Marketing Data and Statistics (IMDAS, now in its 33rd
edition), it provides a wealth of detailed and up-to-date statistical information relevant to the
region.
The data coverage of Latin American Marketing Data and Statistics includes a considerable
number of 29-year trendings, which permit the analysis of socio-economic trends over a longer
time span as a basis for forecasting. Figures for the most recent complete year (in this edition
2007/2008) have been included for key parameters.
In addition to major countries, the country coverage includes smaller countries and states.
Although the availability of statistical information on these countries is limited and they are
minor markets, it assists in building up a more comprehensive picture of the regional market and
will be of interest to academic users.
The data are presented in tabular form and in several sections a number of extrapolated tables
have been included.
We have included a list of major sources of information on Latin American markets. Readers
requiring detailed guidance on sources of information are referred to the World Directory of
Non-Official Statistical Sources (Euromonitor International, 2007), the World Directory of Business
Information Web-Sites (Euromonitor International, 2007), the World Directory of Trade and
Business Journals (Euromonitor International, 2007), the World Directory of Trade and Business
Associations (Euromonitor International, 2007), and the World Directory of Business Information
Libraries (Euromonitor International, 2007) for more comprehensive listings.
Two companion volumes of marketing data, European Marketing Data and Statistics (EMDAS) and
International Marketing Data and Statistics (IMDAS) are also available in the same format, while
an electronic version, World Marketing Data and Statistics, presenting material from both IMDAS
and EMDAS, is available on the Internet, enabling the user to customise and manipulate the data
via its specially designed user-friendly interface. The data included in World Marketing Data and
Statistics is also accessible as part of Euromonitor Internationals Global Marketing Information
Database (GMID) on the web.
As multinational companies extend their activities and developing countries and regions play an
increasingly important role in international trade, statistical information on the countries of the
world will become an essential pre-requisite for forward planning. Latin American Marketing
Data and Statistics and its companion volumes aim to provide such a compilation in a handy
format which allows easy access to key data drawn from hundreds of market sources and
Euromonitor Internationals own extensive information resources. All of the databases in this
fourth edition of Latin American Marketing Data and Statistics will be expanded and developed
over subsequent editions. User comments are welcomed. Also, whilst the editors have made every
effort to ensure accuracy, Euromonitor International cannot accept responsibility for any errors
which may have occurred.
Regional Insights
Regional Insights
Latin America More Resilient to the Global Downturn than in 2001-2002
As the global economy slows, Latin Americas economy is also faltering. This is reminiscent of the
regions last major economic crisis in 2001-2002, which followed Argentinas debt default and
economic collapse, and spread to other countries, particularly neighbouring Brazil and Uruguay.
However, regulatory reform and orthodox economics since 2002 mean that the region is better
positioned to ride out the global economic slowdown than in 2002. The exception is Venezuela,
which will suffer more in 2009 than in 2002.
Key points
In 2001-2002 Latin America suffered a major economic crisis, sparked by Argentinas economic
collapse and subsequent debt default.

This crisis mainly affected South America, with the countries worst affected being neighbouring
Brazil, Uruguay and Paraguay, owing to their exposure to Argentine banks and reliance on trade
with Argentina.
Following the 2002 crisis, countries such as Brazil introduced greater financial regulation and
orthodox economic policies, often overseen by the IMF. The region is better placed to withstand
the impact of the 2007-2009 global financial crisis and economic slowdown.
Although economic growth in the region will slow in 2009, this is largely the result of external
factors, such as slowing export demand and unwillingness to invest in emerging economies.
Exceptions to this are Argentina, whose 2009 economic problems are domestically generated,
although the crisis will not be as bad as in 2001-2002, and Venezuela, where ineffectual
economic policies will worsen the impact of the global economic crisis.
2001-2002 financial crisis in South America

Argentinas economic crisis began in 1999 and culminated in 2001, when surging international
debt, owing to rising inflation and declining market confidence, and capital flight left the
government unable to service its debt. In December 2001 the government defaulted on all its
sovereign debt, cutting it off from international financial markets and help from international
financial institutions.
In January 2002 it removed its currency peg to the dollar, leading to surging inflation and a lack
of domestic and international confidence in the peso. Argentinas economy contracted by 4.4%
annually in 2001 and by 10.9% annually in 2002.
This had a major knock-on effect on neighbouring Brazil, Uruguay and Paraguay, led by a rapid
decline in Argentine import demand. Brazilian exports to Argentina dipped to 4.0% of total
exports in 2002 from 11.5% in 2000. In Paraguay the proportion dropped from 29.8% in 1999 to
4% in 2002, while in Uruguay the proportion fell from 18% in 2000 to 4.9% in 2002.
As a result, the economies of all three countries slowed. Uruguays economy in particular
slumped by 11% annually in 2002, after contracting by 3.4% in 2001;
93
LAMDAS6191_0022
Number of Pensioners
Number of Pensioners
Table 5.23
6191
Number of Pensioners 1980-2008
000
1980
2,830
187
6,214
779
1,969
651
2,543
616
919
Argentina
Bolivia
Brazil
Chile
Colombia
Ecuador
Mexico
Peru
Venezuela
1985
3,208
212
6,995
877
2,280
748
2,767
716
1,102
1990
3,596
246
8,053
1,007
2,613
873
3,238
841
1,334
1995
3,831
297
9,332
1,167
2,987
1,023
3,842
999
1,592
2000
4,182
352
10,899
1,335
3,469
1,200
4,650
1,210
1,923
2005
4,499
410
12,845
1,547
4,158
1,109
5,535
1,449
2,376
2006
4,551
422
13,294
1,601
4,330
1,049
5,735
1,499
2,485
2007
4,592
434
13,733
1,654
4,514
1,083
5,947
1,549
2,599
2008
4,651
446
14,222
1,706
4,711
1,119
6,171
1,601
2,720
Source: National statistical offices/Euromonitor International
LAMDAS6192_0023axtab
Population by Marital Status
Table 5.24
6196
6195
6194
6193
Population by Marital Status 2008
000 / % of total
Argentina
Bolivia
Brazil
Chile
Colombia
Ecuador
Mexico
Peru
Venezuela
Married
15,806
3,721
49,125
6,633
17,969
5,473
44,009
10,298
8,608
Divorced
1,571
207
6,063
719
1,979
509
1,964
514
1,245
Widowed
1,938
306
7,739
638
1,561
411
3,887
706
692
Single &
Other/
Unknown
20,619
5,461
130,893
8,812
25,027
6,999
57,941
16,429
17,062
Total
39,934
9,694
193,820
16,803
46,537
13,392
107,801
27,947
27,606
Married
(%)
39.58
38.38
25.35
39.48
38.61
40.87
40.82
36.85
31.18
Divorced
(%)
3.93
2.14
3.13
4.28
4.25
3.80
1.82
1.84
4.51
Widowed
(%)
4.85
3.15
3.99
3.80
3.36
3.07
3.61
2.53
2.51
Single &
Other/
Unknown
(%)
51.63
56.33
67.53
52.45
53.78
52.26
53.75
58.79
61.81
Total (%)
100.00
100.00
100.00
100.00
100.00
100.00
100.00
100.00
100.00
LAMDAS6197_0024xtab
Population by Educational Attainment
Table 5.25
6200
6199
6198
Population by Educational Attainment 2008
000 / % of total
Argentina
Bolivia
Brazil
Chile
Colombia
Ecuador
Mexico
Peru
Venezuela
Primary &
None
10,703
2,445
50,781
4,316
13,590
3,673
22,685
7,071
12,248
Secondary
12,538
2,146
60,466
5,769
13,331
3,447
37,439
8,925
4,156
Tertiary
3,556
573
16,804
1,570
3,547
996
9,530
2,251
2,931
Total
26,797
5,164
128,050
11,655
30,468
8,116
69,655
18,248
19,336
Primary &
None (%)
39.94
47.35
39.66
37.03
44.60
45.26
32.57
38.75
63.35
Secondary
(%)
46.79
41.55
47.22
49.50
43.75
42.47
53.75
48.91
21.50
Tertiary
(%)
13.27
11.10
13.12
13.47
11.64
12.27
13.68
12.34
15.16
Total (%)
100.00
100.00
100.00
100.00
100.00
100.00
100.00
100.00
100.00
157
Section 6 Economic Indicators
LAMDAS1654_0033
GDP
Table 6.4
1654
GDP Measured at Purchasing Power Parity 1999-2008
International $ per capita / % growth

2000
2001
2002
2003
2004
2005
2006
2007
2008
% Growth
1999-2008
11,329.29
9,159.22
11,564.77
8,877.61
11,974.60
7,969.27
12,626.16
8,768.64
13,696.4
9,721.7
14,572.6
10,826.9
16,665.9
12,005.0
17,942.0
13,259.6
18,507.9
12,796.9
65.30
40.05
19,863.63
13,138.09
5,920.34
20,212.16
13,049.85
6,206.94
20,775.44
13,315.97
6,473.54
21,158.86
13,816.24
7,055.58
21,789.7
14,843.7
7,406.8
22,819.1
15,444.0
7,758.0
24,061.8
16,418.1
8,200.1
25,076.2
17,351.6
8,340.1
25,598.7
17,977.9
8,682.6
32.38
42.38
65.26
3,147.11
7,069.30
3,210.23
7,224.63
3,280.33
7,441.02
3,373.37
7,578.04
3,537.1
8,108.9
3,761.7
8,481.9
3,995.3
8,961.8
4,214.8
9,577.7
4,163.6
10,082.4
35.74
49.80
9,355.37
5,406.41
6,904.14
9,800.38
5,567.13
6,993.57
10,070.95
5,713.92
7,174.08
10,576.64
6,013.05
7,647.48
11,360.4
6,407.8
8,038.8
12,188.4
6,908.7
8,591.1
12,991.5
7,512.3
9,492.5
13,878.4
8,203.2
10,301.1
15,926.4
8,461.9
10,788.2
79.48
61.92
58.85
7,740.96
5,064.77
4,849.68
4,618.74
7,547.29
5,193.58
5,165.56
4,738.10
7,300.22
5,500.02
5,419.90
4,854.92
7,476.48
5,514.49
5,662.29
5,000.84
8,451.6
5,410.6
6,207.7
5,144.3
9,052.0
5,910.8
6,620.2
5,411.9
9,750.4
6,650.6
7,071.7
5,735.0
10,196.2
7,298.1
7,240.0
6,034.2
11,103.6
7,692.8
7,102.7
6,265.7
49.04
61.25
51.51
39.25
8,292.26
8,162.28
8,348.46
9,028.69
8,684.2
9,792.9
9,969.1
10,658.0
11,409.8
49.57
4,182.84
2,793.41
1,064.02
3,067.98
5,926.14
3,813.43
2,922.98
1,060.71
3,163.76
6,114.24
3,931.65
3,001.60
1,058.59
3,274.80
6,243.17
4,015.40
3,039.05
1,068.11
3,428.72
6,473.32
4,109.8
3,216.0
1,028.2
3,597.2
6,709.1
4,178.5
3,365.4
1,071.7
3,748.4
7,006.7
4,425.1
3,654.0
1,113.7
4,032.4
7,366.4
4,686.0
3,963.1
1,161.8
4,316.7
7,609.2
4,900.9
4,247.3
1,197.9
4,508.5
7,942.6
21.16
53.38
14.10
55.60
36.86
10,457.80
20,488.05
2,099.24
6,609.43
3,305.38
4,964.68
10,576.54
21,202.31
2,181.95
6,679.26
3,384.56
5,030.22
10,753.96
21,771.92
2,206.19
6,814.42
3,373.49
5,308.04
11,080.62
22,399.98
2,279.57
7,124.42
3,507.63
5,570.94
11,918.3
22,757.5
2,411.4
7,725.6
3,676.5
5,965.5
12,421.4
23,029.1
2,548.2
8,351.8
3,901.3
6,466.5
13,313.5
23,640.8
2,698.5
9,191.8
4,123.6
7,109.3
13,952.0
23,602.6
2,840.0
10,358.3
4,440.4
7,853.9
14,353.1
26,411.1
2,951.0
11,260.8
4,702.5
8,667.8
47.49
27.72
47.19
75.48
37.61
81.20
10,455.59
8,002.73
5,413.85
5.00
10,015.11
7,850.76
8,567.81
10,784.78
7,779.45
5,510.86
5.42
10,602.90
7,751.31
8,895.07
10,941.16
7,880.29
5,750.96
5.62
11,602.86
7,013.54
8,092.18
11,095.13
8,237.28
6,006.68
6.04
13,513.70
7,321.83
7,481.72
12,173.4
8,862.0
6,777.9
6.9
15,001.8
8,404.8
8,916.8
12,607.3
9,712.0
7,246.5
7.7
14,413.8
9,221.1
10,001.9
13,669.9
10,406.2
7,955.5
8.3
16,627.1
10,167.6
11,186.7
14,293.7
10,742.5
8,669.4
8.9
17,948.0
11,185.8
11,790.7
14,919.4
11,101.8
9,251.0
9.6
19,193.0
12,136.9
12,643.6
50.16
40.35
77.12
95.02
109.85
55.08
53.24
1999
Anguilla
Antigua
11,196.63
Argentina
9,137.41
Aruba
Bahamas
19,337.28
Barbados
12,626.89
Belize
5,253.95
Bermuda
Bolivia
3,067.36
Brazil
6,730.49
British Virgin Islands
Cayman Islands
Chile
8,873.66
Colombia
5,225.81
Costa Rica
6,791.35
Cuba
Dominica
7,449.98
Dominican Republic
4,770.88
Ecuador
4,687.94
El Salvador
4,499.78
French Guiana
Grenada
7,628.28
Guadeloupe
Guatemala
4,044.91
Guyana
2,769.17
Haiti
1,049.89
Honduras
2,897.42
Jamaica
5,803.51
Martinique
Mexico
9,731.66
Netherlands Antilles
20,678.95
Nicaragua
2,004.93
Panama
6,417.28
Paraguay
3,417.36
Peru
4,783.44
Puerto Rico
St Kitts
9,935.38
St Lucia
7,910.19
St Vincent and the Grenadines5,222.90
Suriname
4.94
Trinidad and Tobago
9,146.22
Uruguay
7,826.28
Venezuela
8,250.67
Source: Euromonitor International from IMF
166
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Section 16 Consumer Market Sizes
LAMDAS69646_0112nxtab
Confectionery
Table 16.5
69623
69634
69645
69646
Confectionery 2008
Grams per capita
Argentina
Brazil
Chile
Colombia
Mexico
Venezuela
Total
Confectionery
4,876
3,049
5,043
1,130
4,615
1,112
Chocolate
Confectionery
2,730
1,285
2,516
200
704
404
Sugar
Confectionery
1,613
1,494
2,172
789
3,372
500
Gum
533
270
355
141
539
208
Source: Euromonitor International from industry sources/national statistics
LAMDAS80240_0112ixtab
Hot and Soft Drinks
Table 16.6
80053
80023
80201
80240
Hot and Soft Drinks 2008
Grams per capita / Litres per capita

Coffee
(grams)
758.26
3,579.20
299.16
1,293.96
556.63
1,282.21
Argentina
Brazil
Chile
Colombia
Mexico
Venezuela
Bottled
Water
(litres)
113.32
23.81
14.12
15.76
221.81
14.67
Tea
(grams)
171.66
13.24
598.27
18.62
14.37
18.14
Carbonates
(litres)
124.15
59.18
109.27
43.14
117.31
70.64
LAMDAS78852_0112axtab
Alcoholic Drinks
Table 16.7
78811
78851
78852
Alcoholic Drinks 2008
Litres per capita
Argentina
Brazil
Chile
Colombia
Mexico
Venezuela
Total Alcoholic
Drinks
68.21
23.83
45.51
35.48
51.58
78.73
Beer
39.53
19.43
28.69
33.15
48.85
74.39
Wine
25.04
1.37
13.23
0.50
0.25
0.45
Spirits
1.05
2.75
2.86
1.58
1.30
3.75
RTDs/
High Strength
Premixes
0.11
0.19
0.73
0.26
1.07
0.13
LAMDAS85888_0112jxtab
Household Care Products
Table 16.8
85794
85843
85848
85849
85871
85887
Household Care Products 2008
US$ per capita
Argentina
Brazil
Chile
Colombia
Mexico
Venezuela
Laundry
Care
19.31
19.96
24.03
11.44
26.99
34.12
Fabric
Softeners
1.77
3.37
0.91
0.76
4.34
5.76
Hand
Dishwashing
3.16
2.70
3.43
1.76
2.64
5.53
256
www.euromonitor.com
Automatic
Dishwashing
0.06
0.12
0.02
0.06
0.04
0.04
Surface
Care
5.44
7.16
5.39
1.95
5.18
11.52
Air
Care
2.66
0.50
1.66
0.60
0.69
0.57
LAMDAS80465_0112kxtab
OTC Healthcare
OTC Healthcare
Table 16.9
80396
80411
80427
80443
80464
OTC Healthcare Products 2008
US$ per capita
Cough, cold
and allergy
(hay fever)
remedies
3.36
8.92
6.31
2.91
6.91
5.84
Analgesics
8.21
7.92
3.73
3.56
3.19
1.88
Argentina
Brazil
Chile
Colombia
Mexico
Venezuela
Digestive
Remedies
2.78
4.90
1.61
2.14
3.44
2.69
Vitamins
& Dietary
Supplements
2.03
5.87
5.15
4.29
6.77
10.49
Medicated
Skin Care
2.22
4.30
2.41
1.05
3.48
2.73
LAMDAS85777_0112extab
Disposable Paper Products
Table 16.10
85718
85721
85726
85764
85776
Disposable Paper Products 2008
US$ per capita

Nappies,
Diapers
& Pants
15.02
9.23
12.22
9.40
16.31
14.56
Sanitary
Protection
5.99
5.85
4.65
4.88
3.67
10.37
Argentina
Brazil
Chile
Colombia
Mexico
Venezuela
Toilet
Paper
7.82
10.18
26.00
3.28
11.03
13.59
Kitchen
Towels
1.79
1.19
3.69
0.61
0.51
3.08
Tissues
0.68
0.12
2.54
1.03
0.83
1.30
LAMDAS84190_0112dxtab
Cosmetics and Toiletries
Table 16.11
84028
84066
84075
84094
84104
84157
84165
84172
84182
84189
Cosmetics and Toiletries 2008
US$ per capita
Argentina
Brazil
Chile
Colombia
Mexico
Venezuela
Baby
Care
1.37
3.83
1.91
1.92
1.52
3.78
Bath
& Shower
Products
5.30
11.25
7.96
4.94
5.34
6.22
Deodorants
11.50
14.84
13.06
4.63
5.40
8.88
Hair
Care
18.76
35.18
26.32
12.68
17.44
21.74
Colour
Cosmetics
4.69
11.37
6.25
4.56
9.33
14.50
Mens
Grooming
Products
10.29
12.24
12.45
4.96
6.73
10.48
Oral
Hygiene
5.63
14.71
11.98
7.03
7.57
12.11
Fragrances
10.74
27.26
10.95
8.97
12.53
15.72
Skin
Care
9.86
18.56
14.04
8.72
13.18
20.16
Sun
Care
0.98
3.71
1.38
0.23
0.70
1.18
LAMDAS59147_0112bxtab
Clothing and Footwear
Table 16.12
59173
59170
59166
59157
59149
59147
Clothing and Footwear 2008
US$ per capita
Argentina
Brazil
Chile
Colombia
Mexico
Venezuela
Clothing & Footwear

197.95
229.39
260.37
Mens
Outerwear
39.97
45.99
55.75
Womens
Outerwear
87.16
48.80
87.67
Childrens
-wear
6.14
29.91
38.15
Clothing
Accessories
3.57
7.95
6.83
Footwear
31.71
76.65
45.03
129.88
38.14
44.17
9.45
3.14
29.85
257
Section 16 Consumer Market Sizes
LAMDAS79647_0112fxtab
Large Kitchen Appliances
Table 16.13
79614
79629
79599
79611
79635
79641
79644
Large Kitchen Appliances 2008
Sales per 000 inhabitants

Refrigeration
Appliances
34.38
28.04
23.22
16.30
21.99
35.45
Argentina
Brazil
Chile
Colombia
Mexico
Venezuela
FridgeFreezers
26.33
17.22
19.48
10.17
12.80
25.77
Large
Cooking
Appliances
22.89
30.25
30.42
37.67
20.22
22.01
Freezers
4.31
3.97
2.21
0.20
0.93
2.72
Microwaves
21.83
15.80
23.27
7.39
8.50
16.81
Home
Laundry
Appliances
45.30
24.87
26.57
7.79
16.56
15.05
Dishwashers
0.83
0.37
0.93
0.11
0.35
0.21
LAMDAS39723_0112gxtab
Small Electrical Appliances
Table 16.14
79560
79551
79554
79552
79582
79595
Small Electrical Appliances 2008
Sales per 000 inhabitants
Argentina
Brazil
Chile
Colombia
Mexico
Venezuela
Food
Preparation
Appliances
54.25
39.35
77.91
36.83
67.46
37.33
Small
Cooking
Appliances
29.07
16.09
65.80
33.37
22.41
37.32
Hair
Care
Appliances
58.90
18.65
96.20
17.74
32.32
13.69
Body
Shavers
22.45
5.28
26.58
9.01
5.11
2.27
Irons
46.83
34.25
58.20
32.39
54.15
54.27
Vacuum
Cleaners
13.73
6.24
31.93
3.75
11.91
4.04
LAMDAS76045_0112cxtab
Consumer Electronics
Table 16.15
76008
75986
75991
76001
76004
75989
76014
76027
76033
76040
Consumer Electronics 2008
US$ per capita
Argentina
Brazil
Chile
Colombia
Mexico
Venezuela
Digital
Televisions
10.88
16.63
15.33
DVD
Players
4.04
5.12
15.41
Home
Audio
& Cinema
7.18
2.26
7.57
Desktop
Computers
32.24
55.74
24.80
Laptops
11.39
27.64
21.14
21.59
1.63
1.02
4.54
1.47
Camcorders
1.56
0.53
0.85
Portable
Media
Players
4.61
0.84
5.93
Mobile
Phone
15.75
27.80
11.80
In-Car
Media
Players
1.40
2.92
4.69
Cameras
6.19
3.39
2.46
18.41
1.32
56.73
0.22
3.33
LAMDAS65730_0112pxtab
Tobacco
Table 16.16
65718
65724
65729
65730
Tobacco 2008
US$ per capita
Argentina
Brazil
Chile
Colombia
Mexico
Venezuela
Total Tobacco
62.51
44.68
94.13
19.87
42.19
65.86
Cigarettes
60.58
41.70
93.97
18.41
41.98
65.55
258
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Cigars
0.63
2.34
0.15
1.35
0.17
0.29
Smoking Tobacco
1.31
0.64
0.01
0.11
0.04
0.02
Pan-regional Official Sources

Latin America
Asociacin Latinamericana de Integracin/Associao Americana
de Intergrao (ALADI)
17154 .....................................................................o ..............................................................................1
Latin American Integration Association

Address:
Telephone:
Fax:
E-mail:
Website:
Activity:
PO Box 577, Cebollati 1461, Montevideo, 11200, Uruguay

+598 2 400 1121
+598 2 409 0649
sgaladi@aladi.org
www.aladi.org
Latin-American integration group. It has twelve member countries: Argentina,
Bolivia, Brazil, Chile, Colombia, Cuba, Ecuador, Mexico, Paraguay, Peru,
Uruguay and Venezuela, totalling 20 million sq km and more than 493 million
people
Website(s) information:
51070 ....................................................................w ..............................................................................2
Asociacin Latinoamericana de Integracin/Associao Americana de Intergrao (ALADI)

(Latin American Integration Association) url: www.aladi.org Description:
news, articles and statistics on the economic and financial climate in Central and
South America, promoting trade and business activities between ALADI member
countries (12 nations) and other world economic regions Coverage:
Estadsticas section provides socio-economic data for each member country and
the ALADI region as a whole. Countries covered include: Argentina; Bolivia; Brazil;
Chile; Colombia; Cuba; Ecuador; Mexico; Paraguay; Peru; Uruguay; and Venezuela.
Data covering various socio-economic indicators e.g.: total population and general
demographic trends; education, unemployment, and labour force structure; GDP;
industrial & agricultural production; energy production and consumption rates;
foreign investment; price indices; external trade indicators; and external debt
Pan-regional Official Sources Latin America
57136 ....................................................................w ..............................................................................2
Eastern Caribbean Central Bank url: www.eccb-centralbank.org Description: economic and

financial data for the member territories of the ECCB region including: ECCB
balance sheet; monetary indicators; fiscal operations; consumer price index; trade
statistics; selected tourism figures; economic indicators; balance of payments and
commercial bank statistics
Publication(s):
44070 .....................................................................p ..............................................................................2
Annual & Financial Statistics Yearbook Language: English Frequency: annual Content:
banking and financial news. Also includes a section on monthly economic
indicators
Commercial Banking Statistics Language: English Frequency: 2 p.a. Content: banking
statistics in the ECCU
Economic and Financial Review Language: English Frequency: quarterly Content:
economic and financial indicators
114119 ...................................................................p ..............................................................................2
44069 ..................................................................... p .............................................................................. 2
Organisation of Eastern Caribbean States (OECS)

18904 .....................................................................o ..............................................................................1
Address:
Telephone:
Fax:
E-mail:
Website:
PO Box 179, Morne fortune, Castries, St Lucia

+1758 452 2537
+1758 453 1628
oesec@oecs/org
www.oecs.org
Activity: regional institution contributing to the sustainable development of the OECS Member
States
115448 ..................................................................w ..............................................................................2
Organisation of Eastern Caribbean States (OECS) url: www.oecs.org/library.htm

Coverage: Social development, trade and economics
Publication(s):
121892 ...................................................................p ..............................................................................2
ALADI: comercio exterior global (ALADI: Global Foreign Trade) Frequency: irregular
Content: report related to the evolution of Global Foreign Trade of nine
members countries of the ALADI: Argentina, Bolivia, Brazil, Chile, Ecuador,
Mxico, Paraguay, Peru and Uruguay
Uruguay-Comercio Exterior Global (Uruguay-Global Foreign Trade) Language: Spanish
Frequency: 2 per annum Content: exports and imports by origin and destination
countries, as well as comparative data
UN Economic Commission for Latin America and the Caribbean

(ECLAC)
17143 .....................................................................o ..............................................................................1
121891 ...................................................................p ..............................................................................2
Caribbean Development Bank (CDB)

17133 .....................................................................o ..............................................................................1
Address:
Telephone:
Fax:
E-mail:
Website:
PO Box 408, Wildey, St Michael, Barbados

+1246 431 1600
+1246 426 7269
info@caribank.org
www.caribank.org
Activity: regional financial institution
Publication(s):
1078 .......................................................................p ..............................................................................2
Annual Economic Report Language: English Frequency: annual Content: highlights CDBs
activities, economic developments of the region for each year, review of CDBs
activities, financial reports, auditors report
CDB News Language: English Frequency: quarterly Content: reports on significant
developments in CDBs work programme, and highlights events and activities
undertaken in each quarter of the year
Selected Indicators of Development 1960 - 1998 Content: provides economic and social
statistics on the 17 Borrowing Member Countries (BMCs) of the Caribbean
Development Bank (CDB) over a period of 38 years Readership: students,
researchers and policy makers
66566 .....................................................................p ..............................................................................2
115508 ...................................................................p ..............................................................................2
Address:
Casilla de Correo 179-D, Av. Dag Hammarskjld 3477, Santiago de Chile,
Vitacura, Chile
Telephone: +56 2 471 2000/210 2000/208 5051
Fax:
+56 2 208 0252
E-mail:
eseclac@eclac.cl
Website:
www.eclac.cl
Activity: one of the five regional commissions of the United Nations. It was founded for the
purposes of contributing to the economic development of Latin America,
coordinating actions directed towards this end, and reinforcing economic
relationships
53995 ....................................................................w ..............................................................................2
Comisin Econmica para Amrica Latina y el Caribe (UN Economic Commission for Latin
America and the Caribbean) url: www.eclac.cl Description: information on
major socio-economic projects developed by the UN in Latin America and the
Caribbean. Access to various online publications covering a wide range of topics,
from economic and social development to industrial resources, demographic
studies, environmental issues, etc Coverage: most statistics provided are
included on selected on-line publications, covering different socio-economic topics.
Access to the Annual Statistical Yearbook provides a wide range of country
statistics on demographic trends and regional macro-economic indicators,
production and trade, employment and labour force structure, etc. Other
publications provide data on population dynamics and migrations, transport and
economic forecasts for the region
Publication(s):
3219 .......................................................................p ..............................................................................2
Anuario Estadistico de America Latina y El Caribe (Statistical Yearbook for Latin America and
the Caribbean) Language: English/Spanish Frequency: annual Content: it
contains demographic and social indicators; economic, trade and balance of
payments statistics as well as national accounts and information on the
environment and natural resources
Balance Preliminar de las Economias de Latino America y El Caribe (Preliminary Overview of
the Economies of Latin America and the Caribbean)
Language:
English/Spanish Frequency: annual Content: includes official country figures up
to November 30th of the current year, and an analysis of developments in the
regions economy in the current year and projections for the year ahead. Data
available from 1997
Boletin Demografico (Demographic Report) Language: English/Spanish Frequency: 2 per
annum Content: statistical information about population; birth-rate, mortality
Estudio Economico de America Latina y El Caribe (Economic Survey of Latin America and the
Caribbean) Language: English/Spanish Frequency: annual Content: divided
into two parts. The first analyses the main features of the regional economy,
while the second examines the situation in the individual countries of Latin
America and the Caribbean
La Inversion Extranjera en Latino America y El Caribe (Foreign Investment in Latin America
and the Caribbean) Language: English/Spanish Frequency: irregular
Content: statistics about foreign investment
115512 ...................................................................p ..............................................................................2
Eastern Caribbean Central Bank

17239 .....................................................................o ..............................................................................1
Address:
Telephone:
Fax:
E-mail:
Website:
PO Box 89, Basseterre, St Kitts

+1869 465 2537
+1869 465 9562
info@eccb-centralbank.org
www.eccb-centralbank.org
120627 ...................................................................p ..............................................................................2
3218 .......................................................................p ..............................................................................2
Activity: monetary authority for a group of eight island economies (Anguilla, Antigua and
Barbuda, Commonwealth of Dominica, Grenada, Montserrat, St Kitts and
Nevis, St Lucia, and St Vincent and the Grenadines)
120626 ...................................................................p ..............................................................................2
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Euromonitor International Plc, 60-61 Britton Street, London EC1M 5UX

Euromonitor International 2009

Latin American Marketing Data and Statistics 2009/2010

Key Latin American Marketing and Information Sources . . . . . . . . . . . . . . . . . . 13

Latin American Marketing Data and Statistics in Graphics . . . . . . . . . . . . . . . . 103

Economic Indicators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161

Banking and Finance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179

External Trade . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187

Income and Deductions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 227

Consumer Expenditure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 231

Euromonitor International 2009

Latin American Marketing Data and Statistics 2009/2010

Retail Distribution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 241

Advertising, Media and Leisure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 247

Consumer Market Sizes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 253

Consumer Prices and Costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 261

Home Ownership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 271

Household Profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 275

Literacy and Education . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 295

Agricultural Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 299

IT and Telecommunications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 311

Transport, Travel and Tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 327

Latin American Marketing Data and Statistics 2009/2010

Key Latin American Marketing and Information Sources . . . . . . . . . . . . . . . . . . 13

Euromonitor International 2009

Latin American Marketing Data and Statistics 2009/2010

Consumer Confidence Suffers in Latin America ...........................................................................96

Inflation in Leading Latin America Economies ............................................................................99

Exchange Rates in Leading Latin America Economies................................................................100

Latin American Marketing Data and Statistics in Graphics . . . . . . . . . . . . . . . . 103

Latin American Marketing Data and Statistics 2009/2010

Changing Retail Environment 1999-2008 ....................................................................................116

Economic Indicators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161

Banking and Finance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179

External Trade . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187

Euromonitor International 2009

Latin American Marketing Data and Statistics 2009/2010

Table 8.2 Imports (cif) by Origin 2008 ............................................................................................191

Income and Deductions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 227

Consumer Expenditure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 231

Latin American Marketing Data and Statistics 2009/2010

Retail Distribution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 241

Advertising, Media and Leisure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 247

Consumer Market Sizes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 253

Consumer Prices and Costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 261

Home Ownership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 271

Household Profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 275

Euromonitor International 2009

Latin American Marketing Data and Statistics 2009/2010

Table 19.6 Number of Households by Education of Head of Household 2008 ...............................280

Literacy and Education . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 295

Agricultural Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 299

IT and Telecommunications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 311

Transport, Travel and Tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 327

Latin American Marketing Data and Statistics 2009/2010

Table 26.4 Trends in Railway Freight Traffic 1980-2008.................................................................332

Euromonitor International 2009

Latin American Marketing Data and Statistics 2009/2010

Euromonitor International 2009

Latin American Marketing Data and Statistics 2009/2010

collapse and subsequent debt default.

2001-2002 financial crisis in South America