In this report

With economies slowing, unemployment and debt burdens rising, many households are under financial pressure and shoppers are starting to rein in spending

Slowdown hits spending power

Economy products do well as consumers rein in premium spending

Room to gain a larger share of US market

As the number of Latinos in the US rises, so does their spending power

Bacardi and Havana Club; Cuba rum

Cuban rum in a battle for authenticity

A French distiller and the world’s largest privately owned drinks company vie for supremacy

Centro Andino mall

Shopping malls oust traditional outlets

Global retailers are stepping up their exposure in the region

Facade of McDonald's in Sao Paolo
©Jenny Matthews/Alamy

Big brands adjust to new reality

Economic volatility may see some brands attempting to increase market share in Latin America

LatAm companies seek markets further afield

Portuguese-speaking states offer room for growth in a broader international strategy

Carlos Castaneda, 39, who was named Colombia's new Juan Valdez, poses with "Conchita" during a news conference in Bogota, Colombia, June 29, 2006
©Daniel Munoz/Reuters

Fictional figure boosts coffee sales

The advertising icon has served Colombian coffee growers well over the years

Javier San Juan, chief executive of L’Oréal in Mexico

Creaming profits in a world of luxury

Some of the world’s biggest brands are flocking to Mexico but it is not all plain sailing

Sean 'Diddy' Combs attends Deleon Tequila Launch Party at Cedar Lake on November 20, 2014 in New York City
©Johnny Nunez/Wireimage

Tequila attracts a new global fan base

Drinkers discover a tequila that is no longer a throat-burning slammer


How the brands achieved their ranking


Local dynamos compete for market share

Home-grown brands pursue stake in region’s $5.7tn economy

Pemex must come up with slicker act

Mexico’s state oil producer will share domestic market with outsiders for the first time – but how will it fare?

Mexico to unveil revamped global image

Trade and tourism push is part of reform programme

Trade dwindles in contraband capital

Tourists in search of tax-free shopping are tempted away from Paraguay’s Ciudad del Este

High for Uruguay’s progressive policies

Government measures have captured world attention

Start-ups find growth in young Brazil

Energetic ventures enjoy success with consumers in search of novelties

Consumers resist trading down on aspirational brands

Shoppers in countries with cooling economies are switching to cheaper lines – but only if their friends are unlikely to find out

Ambush marketing: Nike scores from the sidelines

US sportswear brand battled with official sponsors for World Cup supremacy

Winemaker refreshes Chile’s global status

Casillero del Diablo is recognised around the world

Golden cola an improbable source of Peruvian national pride

Inca Kola is among a few privileged beverages more popular in their home markets than Coca-Cola