While the macroeconomy shows signs of order, there are still lagging sectors and the decisions about consumption became strategic. This was revealed in the latest report from the consulting firm Moiguerwhich analyzed purchasing habits in the first quarter of 2026 and concluded that, far from resigning, Argentines adapt a new strategy, which the study defines as a “triple infidelity”.
“The consumer does not wait. It went from ‘burning money’ to beat inflation to ‘liquidity engineering’“said the report, which described a profound change in the way money is managed. As it explained, the priority of families is to maintain certain tastes and gratifications, and as a result it combines promotions, payment methods and different purchase channels.
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This behavior occurs in an adverse context: 61% of those surveyed claim have reduced household expenses in the last month, while more than half of the households perceive that Your income lags behind inflation.
However, households try not to give up all their consumption. “Tastes defend themselves“, summarized the study, which also highlighted the increase in consumption in shopping malls and tourist movement during the long Carnival weekend.
According to Moiguer, 61% of those surveyed claim to have reduced household expenses in the last month. (Graphic: Moiguer)
The most distinctive feature that the document highlighted is that at this stage, consumers “break with traditional loyalties.” The first of those commitments that were completed is to the purchasing channel, that is, supermarkets are no longer an exclusive hub and consumers fragment their consumption in multiple spaces. “I made four purchases in one day with different apps and saved almost $30,000,” said one man.
The second is the brand. 83% of Argentines stated that they no longer “marry” anyonewhile 86% incorporated cheaper alternatives in the last year. “The name is no longer enough, the price must be justified,” stated the study, which shows how loyalty is redefined with each purchase.
Argentines adapt their consumption to a format marked by a “triple infidelity.” (Graphic: Moiguer)
The third dimension is national products. In a context of commercial openness, the willingness to buy imported goods. In fact, 43% of respondents admitted that they would prioritize price over the origin of the product.
In this sense, the report described a consumer “very active and not at all resigned.” This pragmatism coexists with a paradox: the present is perceived as negative, but future expectations remain relatively positive. 42% believe that their consumption will improve and 36% plan to buy durable goods during 2026.
