France
Paris
A study on well-being, the body, and consumption in Latin America
Well-being has become a central territory of contemporary culture.
Between performance and deceleration, control and pleasure, metrics and affection, the body has moved beyond biology to become a project, a language, and a daily choice.
Pulso Latino is a series of studies by CBA B+G that investigates the cultural tensions and movements shaping consumption in Latin America. In this edition, Well-being, Rebalanced, we explore how this territory is being reorganized between efficiency and lightness.
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Well-being and consumption trends in Latin America
Contemporary well-being does not operate at extremes.
The same consumer who seeks supplements, apps, and fast results also longs for pauses, simple food, and a more caring relationship with the body and with time.
Pulso Latino — Issue 01: Well-being, Rebalanced starts from this pendular movement to analyze how well-being is being rebuilt in layers — cultural, emotional, and market-driven — from a Latin American perspective.
Data and signals on well-being and consumption in Latin America
of the Latin American population reports exercising more than twice a week, indicating that active well-being is already part of everyday life — not just high-performance routines.
The protein market in South America is expected to reach US$ 2.48 billion by 2030, driven mainly by supplements and functional foods, with an estimated annual growth of 7.9%.
In Peru alone, 150 urban running events have already taken place in 2025. Over the past five years, participation in these events has doubled, highlighting the social and community strength of the movement.
These numbers gain meaning when connected to behaviors, narratives, and choices that cut across entire categories.
Themes explored in Pulso Latino
The study addresses topics such as:
the body as a field of symbolic dispute
the cult of performance and optimization
the centrality of protein and satiety
the return of simple, affective, everyday food
pleasure as a response to excess control
well-being as a cultural experience, not a formula
opportunities and case studies of brands that turn these insights into action
More than mapping trends, Pulso Latino — Issue 01: Well-being, Rebalanced observes tensions and frictions that help explain where consumption is moving — and why.
Brands do not operate outside culture. They participate in these tensions, reinforce narratives, or help reframe them.
In the current landscape, brands that stand out are those that:
understand well-being as a cultural experience
balance efficiency and lightness
speak about body, health, and food with nuance
create emotional connection without oversimplifying complex debates
Pulso Latino exists to support strategic decision-making in this territory.
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