Consumer Profile Demographics
● Chile’s population stands at just over 19 million (Jan ‘21), of which 49.3% are male and 50.7% female. (Note: The United Nations does not publish data for genders other than ‘female’ and ‘male’).
● Chile’s population increased by 130 thousand (+0.7%) between January 2020 and January 2021.
● The country has an ageing society, yet the median age remains quite young 34.4 years.
● According to the masculinity index for every 100 women, there are 95.9 men.
● About 89% of the population is of a mostly non-indigenous origin, largely from European and mixed origins. The Mapuche account for about 9% of the population. The Aymara and other indigenous groups, including Rapa Nui, Likan Antai, Quechua, Colla, Diaguita, Kawesqar, Yagan and Yamana account for about 1%. (National Institute of Statistics – INE)
● 87.7% of the population live in urban areas with many concentrated in the Santiago Metropolis, which is also the most densely populated region in the country. Santiago has a population density of 8,821 residents per square kilometre (25,436 living per square mile) other major cities include: Valparaíso and Conception. (MAP showing major cities). 12.2% live in rural areas.
● Chile’s principal religion is Roman Catholicism which accounts for 66.7% of the population followed by Evangelical or Protestant 16.4%, Jehovah’s Witnesses 1%, other 3.4%, none 11.5%, unspecified 1.1%
● The level of education in Chile is among the lowest in OECD countries: 65% of adults aged 25 – 64 yrs. have a secondary education and 1.3% have a university education.
● Chile is ranked 54th in the OECD ranking of literacy rates (UNESCO Chile).
● The average monthly salary per full-time worker per month increased to CLP $635.134 in 2021 (INE). Salaries range from $473,000 CLP (lowest average) to $8,340,000 CLP (highest average, actual maximum salary is higher). Salaries vary drastically between different careers. (Salary Explorer 2022)
● Purchasing power parity of Chile increased from 291.3 LCU per international dollars in 2001 to 418.4 LCU per international dollars in 2020, growing at an average annual rate of 1.97%.
● Gender gaps in income persist and are underpinned by more women in low paid jobs. Male employees in Chile typically earn 6% more than their female counterparts on average across all sectors. The median wage of male full-time employees is 12% higher than of their female counterparts (OECD)
● The GDP per capita (PPP) in Chile is projected to trend around US$24,080 in 2022 and US$24,237 in 2023.
● Household consumption is thriving on the back of strong fiscal support to households and continuous pension fund withdrawals. Economic activity recorded strong growth in the third quarter of 2021 with vigorous retail trade and services growth (OECD ECONOMIC OUTLOOK, VOLUME 2021).
● Price remains the main factor in purchasing decisions, but other determinants are quality, durability, technology, customer service, customer experience, and availability.
● Purchases are made in bricks and mortar stores, but the new normality imposed by the pandemic gave an unprecedented boost to e-commerce and distance shopping is now the protagonist of everyday life.
● Annual e-commerce sales in Chile were forecast at approximately US$11.6 billion 2021. That is nearly double the US$6.08 billion recorded in 2019 before the COVID-19 pandemic hit.
● The online channels most used by Chileans are supermarket stores with 68%, followed by large chain stores with 65%, international stores with 46%, specialised stores with 44%, and marketplaces with 42%.
● There were 15.78 million internet users in Chile in January 2021.
● The number of internet users in Chile increased by 108 thousand (+0.7%) between 2020 and 2021.
● Internet penetration in Chile stood at 82.3% in January 2021.
● In response to the growing obesity problem in Chile, the law relating to food labelling and advertising imposes multiple marketing restrictions to foods and beverages with high levels of energy, saturated fats, sodium, and sugars. This campaign is changing perceptions, attitudes, and behaviours toward healthier eating patterns.
● Growing concerns about the climate emergency means that consumers are increasingly expecting brands to step-up and act through the products they buy. There is increasing demand for clearly labelled products that are sustainably produced as well as recycled and repurposed items. Similarly, veganism continues to grow in Chile, especially among the under-30s. Advertising – statistics & facts
● Every year, brands and companies in Chile spend hundreds of millions of pounds on promotion to boost awareness, strengthen competitive standing, and drive sales. In 2021, advertising spending in Chile amounted to £870 million. Even though advertising spend contracted due to the onset of the coronavirus (COVID-19) pandemic, expenditures are forecast to ramp up during 2022 to over £900 million. Advertising Regulation
● In 2016 Chile implemented a novel law mandating front-of-package warning labels, restricting marketing, and banning school sales for food and beverages high in calories, sodium, sugar, or saturated fat.
● Processed foodstuffs that do not contain gluten (i.e., that qualify as gluten free in accordance with Articles 516 and 518 of the RSA2) must be labelled as such. This information must be visible on the label’s front panel and include the words gluten free and the crossed grain symbol.
● In August 2021 a new law came into force requiring the packaging of any alcoholic beverage with levels equal to or above 0,5 degrees must include a visible warning about the harmful consequences of its consumption. They must contain a legend with phrases regarding the risks of excessive consumption, and graphic signs aimed at those segments of greater risk, such as pregnant women, minors, and drivers. Additionally, there are also limits to the times alcohol can be advertised on TV and radio which are enforced by the Ministry of Health.
● All forms of advertising, promotion or sponsoring of tobacco and tobacco-derived products (including at points of sale) are prohibited. 100% of cigarette box space on both sides must display warnings on tobacco consumption.
● In September 2019, a new bill was sent to Parliament proposing to regulate e-cigarettes and heated tobacco products as tobacco products. Under this proposed bill, these next generation products would be regulated by the tobacco law enacted in 2013. resulting in a ban on advertising and promotion, on the sale to minors, on smoking or vaping in enclosed spaces and they would need to include health warnings as traditional cigarettes.
● Pharmaceuticals/Drugs – please see here for details.
● Chile has a highly developed media landscape yet the concentration of media ownership rests with just a few companies. El Mercurio SAP and Grupo Copesa own the bulk of print titles, and Spanish company Prisa about 60 percent of radio stations.
● The news media in Chile are extremely centralised, with the main newspapers, both paid and free, and TV and radio stations based in the capital city, Santiago
● Recently, the most important players in the news media have been the free-to-air television stations. The four with the largest audience include the public broadcaster, Televisión Nacional de Chile (TVN), and the three commercial TV stations, Canal 13, Mega, and Chilevisión, which collectively enable advertisers to reach almost two thirds of households.
● Televisión Nacional de Chile, which is the only Chilean public television channel, functions within corporate practices as it is financed through advertising.
● Radio remains a key news source; there are hundreds of stations, and most of them are commercial. According to estimates, 93% of Chileans and 97% of Santiago inhabitants listen to the radio.
● Biobiochile.cl, is the website of radio station BioBio, which has branched out from audio to become a multimedia hub using extensive text, images, and video
● The top five online media brands are linked with printed media. Emol and LUN belong to Chile’s mainstream newspaper El Mercurio, and La Tercera.cl is the online version of the tabloid La Tercera, the principal competitor of El Mercurio.
● There were 16 million social media users in Chile in January 2021, equivalent to 83.5% of the population.
● Chile ranked 51 of 180 countries, according to the 2020 World Press Freedom Index, down from 46 in 2019 (Reporters Without Borders, 2020).
● The current constitution guarantees press freedom and the media can criticise the government and cover sensitive topics. This is unlikely to change with the new constitution currently under construction.
● El Mercurio S.A.P.
● Empresa Periodística La Nación S.A.
● Consorcio Periodístico de Chile (COPESA)
● Holding Metro International
● Holding Octava Comunicaciones S.A.
● Editorial Gestión
● Radio Corazón, Ibero Americana Radio Chile (owner of the ADN Radio Chile)
● Radio Concierto
● Radio Imagina (fourth most popular radio station in 2017 with 710k listeners)
● Radio FM Dos, Radio Pudahuel
● 40 Principales
● Radio Futuro
● Radio Rock & Pop
● Radio Activa and Radio Uno
● Radio Carolina (second most popular radio station in 2017 with 860k listeners); owned by Mega Grupo Dial (belongs to Copesa and owns radio stations Duna, Beethoven, Zero, Disney, Paula and Carolina)
● 13 Radios (owner of Play FM, Sonar FM, Oasis FM and TOP FM)
● Grupo Bezanilla (owner of Radio Infinita, FM Tiempo and Romántica FM)
● Compañía Chilena de Comunicaciones (owner of the Radio Cooperativa and Radio Universo)
● Ministry of Health
● Self-Regulation and Advertising Ethics Council (non-binding)
● The Chilean Association of Media Agencies (non-binding)
● Chilean Association of Advertising Agencies
● Asociación de Consumidores y Usuarios de Chile
● National Consumer Association
● Consumer Association