P&G Latin America: How Consumer Insights Shape Everyday Essentials

This post is part of P&G’s 2025 Consumer Insights, Innovation, and the People Making it Happen World Tour blog series. Click the links below to read other stories in this series:

• Powering Smiles: How Insights are Fueling Oral-B Innovation
• Curiosity at Work: How P&G’s A&I Masters Drive Consumer-Centric Innovation
• Pampers Brazil: Solving Diaper Dilemmas from Insights to Value-Driven Innovation
• P&G’s 2025 Consumer Insights, Innovation, and the People Making it Happen World Tour

We create brands that improve people’s lives, and we know that even small improvements can make a big difference in your daily routine whether you’re cleaning your clothes with Tide, washing your hair with Head & Shoulders, or brushing your teeth with Oral-B. Our ability to do this well translates into bringing you products you trust, at a value you tell us is worth it, and contributes to business growth.

How Do We Actually Do This?

We believe the best brand building is consumer centric. That means ensuring any new brand, or change to the brands you already love, is inspired and tested by people who will use them every day in their homes and with their families. This real-world understanding allows us to develop brands and consumer communications that resonate, perform, and ultimately, succeed in the market.

To achieve this, we spend countless hours understanding people like you, often through in-home visits. we don’t just ask what you want; we observe how you go about your daily tasks. We might watch how you do your laundry — from collecting dirty clothes to washing, folding and putting them away. We look for those small frustrations, the clever workarounds you’re already using but that come with compromises, or the extra steps you take that we might be able to simplify. Ursula Kehr, Analytics and Insights Senior Manager for Downy Latin America, notes, these visits help us "understand how they use their products, to see what they love and also to see what frustrates them, which I think is vital for future innovations."

Other times it means discovering entirely new aspects of brand use, like when Isabela Yoshinaga, Human Insights Manager in Brazil, visited a consumer who used Vicks VapoRub in ways she had never imagined. Isabela learned about unique ways he stored and used the product, realizing it was "really valuable information that I would have never thought about myself." This type of observation helps P&G uncover unexpected consumer behaviors, opening doors for new benefits to highlight in communication, or even inspiring future innovations.

Connecting with People in Latin America

Latin America is a diverse region made up of 660 million people across 45 countries, so understanding the unique daily lives of people in the area is crucial.

Recently in Latin America, we made a commitment to get even more in touch with local consumers. Most Latin America brand builders got out of the office to spend time listening to and observing people in Mexico, Brazil, Colombia, Chile, Peru and Panama.

For many employees, this was something they’d done untold times throughout their career. But for some, like Lessly Rocha, a Data Analyst for Fabric and Home Care, it was their first time stepping into a consumer’s home to learn how we can make a difference. Lessly said it was "eye-opening to see the way consumers experience our products within their own household."

What We Learned

One of the most compelling insights we heard was how people define value in their daily lives. One woman, navigating a tough stretch, shared why she sticks with P&G brands: “I can’t afford for things not to work,” she told us. For her, performance wasn’t a luxury — it was essential. This underscores the business imperative of delivering consistent, high-quality brands that build trust and loyalty, especially in challenging economic environments.

She explained how our superior-performing brands help her avoid added stress and setbacks. A detergent that cleans thoroughly helps preserve her family’s clothes. Shampoo that works means her son is dandruff-free and feels confident at school. Toothpaste helps her avoid cavities and maintain oral hygiene. A smooth shave helps her husband avoid nicks and cuts, allowing him to face the day with one less thing to worry about.

Overall, employees came back inspired and full of stories like these and ideas on how we can use them to make your life better in small but meaningful ways.

What’s Next?

We’ll continue putting you, the consumer, at the center of everything we do. This means giving our teams plenty of opportunities to connect and observe, listen and learn from your experiences, and make sure these insights are reflected in our brand innovation. It also means ensuring our advertising and communication effectively convey the value and benefits of our products. We are committed to providing the reliable performance you can count on and finding ways to create delightful consumer experiences that enhance our offerings.

As Alejandro Luna, Brand Manager at P&G Mexico, emphasizes, "one of the most important things that anybody can do is to make sure to build the successful campaigns around consumer insights and to always make sure to put the consumer at the center of it."

That way, we can keep delivering brands that meet your everyday needs, which in turn delivers business growth.

What makes a "perfect clean" varies from person to person. To better understand these nuances, especially in Europe where power toothbrushes aren't as common, our team spoke with Europeans to find out what was holding them back and how we could make it more appealing. Here's what we learned:

• In the United Kingdom: People believed it’s plaque build-up that stands in the way of getting to the perfect clean. We showed them how Oral B iO removes 100% more plaque for a perfect smile.
• In Italy & Spain: The biggest concern is how to prevent tartar. The message that resonated best? Oral-B iO cleans 5x more to keep tartar away.
• In Germany & France: Protecting gums, preventing bleeding and a deep clean are important. We shared how Oral-B iO's Smart Pressure Sensor guides you to brush gently and the round brush delivers a better clean to stop dental issues before they start.

Because we took the time to really listen and understand what you need, the response has been incredible. We’ve helped more people switch to power toothbrushes. Nine out of ten people who've tried Oral-B iO tell us they love the clean, the simplicity and the gentle experience. This is creating more value for the people who use our products and creating business growth. That's what happens when we put you at the heart of everything we do. By focusing on your unique needs, we're not just improving oral care; we're transforming lives, one smile at a time.

What is the key to transforming everyday challenges — like dealing with messes during family meals, managing your hair health in changing weather conditions or removing stubborn stains from your favorite shirt? It starts with a true understanding of your needs so we can address your challenges with extraordinary solutions through our brands.

P&G makes this possible through mastery in consumer research and analytics, where every insight has the power to make life better in small but meaningful ways and can even redefine what’s possible!

Each year, several Analytics & Insights leaders receive the prestigious designation of A&I Master. These talented individuals don't just analyze data. They're deeply curious about our consumer needs and challenges. Their passion for learning and understanding helps us create the products you love today and invent the solutions you'll need tomorrow.

This year, five A&I leaders from around the world received the designation of A&I Master. Read on to learn more about these talented individuals, the coolest projects they are working on and why they love being an Analytics & Insights Master at P&G.

Anna Rothring, Senior Manager, A&I Accelerator
Human Insights & Behavioral Sciences

“Human stories are powerful change agents. I feel so fortunate to be the recipient of our consumers’ stories, to learn from them, understand their problems and work toward solutions that improve their lives.”

Anna is proud to partner across P&G’s North America operations to strengthen their consumer-first culture. By spending more time with people like you in their homes, she is grounding business leaders in the power of uncovering insights and helping our brands make authentic consumer connections through innovation.

Boyan Alexandrov, Director, A&I Accelerator Commercial Analytics
Europe Market Operations

“Deep understanding of how consumers engage in store and online has an immense impact on business decisions and is key for building successful and sustainable brands.”

One of Boyan’s favorite projects is developing Advanced Analytics capabilities to improve your shopping experience. His work is helping people find their favorite products faster, while identifying growth opportunities for our brands and retailers based on assortment, distribution and shelving.

Enrique Hernandez, Director, Analytics & Insights
Oral Care, Latin America

“Insights are not just about data and consumer stories; they are the backbone of brand-building strategies.”

Enrique loved helping bring Downy Concentrado Perfume Suave to market in Latin America. Is there anything better than a gentle fragrance and the lasting feeling of freshly washed clothes? By understanding the needs of consumers, like you, Enrique guided every aspect of the innovation — from product to packaging to communication and in-store displays.

Lina DeFaria McElwee, Principal Director, A&I Master
North America Hair Care

“There are no limits when you are curious, understand the context of your challenge and connect the dots to find solutions for consumers.”

With an engineering background, Lina has always been curious about how people use our products, which sparked her passion for consumer understanding and led her to earn a Master's in Business, Marketing and Data Science. Through her research, she discovered people feel happier on days they wash their hair, and she has a question for you — especially if you’re extending the time between washes: do you #DoubleShampoo? Let Pantene explain.

Phillip Nicholas, Director, Advanced Analytics
Family Care, North America

“Data has a story to tell. Letting the data guide the analysis can often yield the most unique consumer insights.”

In March 2020, consumer demand for bathroom tissue skyrocketed, creating unprecedented supply chain challenges across the industry. Phillip redesigned the sales forecast models, allowing us to not only adapt and respond to heightened demand, but to better anticipate increased needs in the future. His work included building a new analytic foundation, analyzing geographic data and a good deal of trial and error. In the end, he created an adaptable model to ensure our products remain available where and when you need them most.

Congratulations to the 2025 Analytics & Insights Masters! Their impactful work continues to drive innovation and strengthen the connections between our brands and the people we serve.

Parents want the best for their babies. From the moment they’re born, they make hundreds of daily choices to keep their children happy, healthy, and comfortable. Diapers are a big part of that journey.

Babies go through many diapers, day and night, before they’re potty trained, so there is a lot of pressure to choose the perfect diaper.

Superior Protection, Unbeatable Value, Peace of Mind

Pampers believes you deserve a diaper that delivers exceptional value through superior quality.

Recently, our Consumer Analytics and Insights team listened closely to moms in Brazil and heard loud and clear that absorption, fit and comfort are paramount, not only for the nighttime to promote longer sleep, but also for the day when babies are most active. We took that feedback and went to work, innovating to design diapers you can rely on to make life easier day and night, featuring:

• Blow Out Barrier: Protects against back leaks and is a perfect fit for all the squiggling, wiggling, crawling and exploring.
• Soft, Breathable Coverage and Maximum Absorption: Utmost care for baby’s skin to keep it dry and protected.
• Anti-Leak Barrier Leg Cuffs: Gentle fit around baby’s legs.
• Superior Absorbency to Help Prevent Diaper Sag: Especially important in warmer climates where babies may only wear a diaper.

By choosing Pampers, you can be confident knowing your diaper will deliver superior protection so precious moments aren’t disrupted — whether that’s play time, sleep time or family time. Through improved product innovations, delightful packaging and effective communications, Pampers is truly worth it for your family day and night. This approach has also fueled 3% category growth year-on-year in Brazil.

A Better Shopping Experience

Pampers understands that every family defines value differently, and no matter where you shop, we're dedicated to making it easy to find the perfect diaper for you and your baby’s needs.

We've listened to moms in Brazil to understand their unique needs and value perceptions, region by region, in-store and online. This allows us to customize our communications, highlighting what matters most.

Whether you prioritize convenience, stocking up, or finding the best fit, we've enhanced the retail experience. With clear displays, assortment and packaging that communicate key product benefits, we're making it easy to quickly identify the right Pampers product.

Pampers Brazil also recently introduced a new XXXG size so parents can continue to rely on a quality diaper as little ones grow and approach potty training.

Congratulations to the Pampers Brazil team for their commitment to offering a superior experience for families that delivers performance, quality, and value while driving growth for both retailers and the brand.

This blog series kicks off a 2025 World Tour of P&G Analytics & Insights — the Insights, Innovation, and the People Making it Happen.

Did you know that P&G reaches about 5 billion people worldwide every year? Whether it’s laundry day, bath time or tackling everyday cleaning tasks, our goal is to make sure every person feels delighted using our brands. With trusted names like Pantene, Dawn, Olay, Gain and Gillette, P&G is present in 180 countries around the world, offering brands that deliver superior performance, quality and value.

We’re shining a light on our talented teams around the world and their achievements. In 2024, these teams connected with consumers in over 2 million research engagements. By listening closely to their needs, we turned insights into meaningful actions that inform our strategies and drive brand innovation. We’re all about making lives better in small but meaningful ways.

Insatiable Curiosity from a Powerhouse Team

So, how do we ensure our brands meet everyday needs?

It starts with an insatiable curiosity from a powerhouse Analytics and Insights team living and working in markets around the world. Each year, we celebrate their outstanding efforts during the Global Analytics & Insights Brand Excellence Awards. Collectively, their work leads to strong business results and helps us create superior consumer experiences. Our focus areas include:

• First use and every use “WOW” Experience: We design products that offer an incredible consumer experience — think the cleanest clothes, the closest shave, sparkling healthy teeth and beautifully conditioned hair.
• Delightful Packaging: Our packaging is crafted to be visually appealing with superior quality, making it easy to find and choose the right product in-store and online. It also provides easy functionality.
• Effective Communication: We provide useful and engaging information to show how our brands offer solutions to your daily problems.
• Elevated Retail Experience: We ensure our products are available, appealing and at a good value.
• Right Value: Our commitment to innovation means we constantly strive to provide superior brands that solve everyday problems and are “worth it” for the price paid.

Global Analytics & Insights Brand Excellence Awards Highlights

Japan Hair Care: Dandruff Taboo Insight Crack

Japan's Dandruff Taboo: In Japan, discussing dandruff was once a sensitive topic due to its cultural perceptions associated with poor hygiene. Many thought, “I can’t be someone who has dandruff” (fuketsu, meaning ‘unclean’). However, our team discovered that people were more open to talking scalp care when it involved family. This insight helped launch a campaign that normalized these conversations and guided families toward the right products for scalp care.

Europe Fabric Care: Enabling a Superior Retail Experience

Two teams in the UK and France were on a mission to make shopping experiences better by discovering new ways to showcase laundry products on store shelves. By using real-time data and analytics, the UK team learned how displays were performing based on shopping behavior, and rearranged shelves for easy navigation and enjoyment, evidenced by the successful launch of a new Lenor laundry pack. In France, the team analyzed successful promotions to create new standards that best resonated with shoppers at retail, growing sales to benefit retail partners and brands.

Canada Fabric Care: Effective Media Reach, Efficiently Delivered

We constantly innovate through advertising and media to share the right messages about our products that meet individuals’ needs. Focusing on those needs, the team designed in-market experiments that ensured their ads showed up where people spent their time, with high-quality, engaging content in the right context. They created meaningful value by delivering the right message, at the right time, using the right media.

Latin America Media: From Cost to Growth Driver

Reaching people gets harder and harder! Individuals in Latin America experience media from a range of outlets including telenovelas on traditional TV to social media and messaging platforms. In Latin America, we’re creating a media planning ecosystem that ensures we’re present on the platforms where consumers are eager to learn about our brands, making media a key and measurable driver of growth.

North America Customer Planning Analytics: Meeting Local Consumer Shopping Needs

Working with the most granular level of data leads to breakthrough findings that help us better serve consumers. Our North American team used proprietary Neighborhood Analytics to identify consumer trends based on similar demographics and purchase behavior. Then, looking at the highest productivity items overlaid with category insights, we were able to better address local shopper preferences — a win for consumers, retail partners and increased sales for P&G brands.

Home Care: Chief Analytics & Insights Officer Award

The highest honor went to the Global Home Care Analytics & Insights team for their consumer centricity. The work they do every day is enabled by the power of curiosity — understanding consumer habits and leveraging leading-edge capabilities to get deeper insights that raise the bar on superiority across product, package, brand communication, retail, and value. Brand and market growth followed. Hats off for the outstanding work.

We thank our Analytics & Insights professionals around the world whose passion and dedication truly shine. At P&G, people are at the heart of all we do. Our Analytics & Insights teams combine consumer insights with data and technology to deliver meaningful impact behind our integrated growth strategy.

With over a century of experience, we’re committed to understanding our consumers’ lives and how we can support them. Stay tuned for more inspiring stories from our P&G Analytics & Insights Teams throughout the year!