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GfK Latin America – An Ever-Expanding Region

GfK Retail and Technology started its operations in Latin America in 2004. The first countries to join the global GfK network were Chile and Brazil, with Argentina following just two years later, in 2006.

In 2009, GfK continued to invest in this region, putting the spotlight on a further three countries. From the beginning of 2010, Peru and Uruguay were rolled out, offering market information on a vast amount of product categories from various sectors of the consumer durables market. The roll out for Colombia is scheduled for the second half of this year. The next country on the agenda is Mexico, which will be reporting on the Mobile Phone sector from 2011 onwards.

In order to fulfill client demands, GfK Retail and Technology in LATAM continuously increased the product categories audited in technical consumer goods markets:

Within those Business Units, 64 categories are currently audited in Brazil, 54 in Argentina, 27 in Peru and 15 in Uruguay. In Chile, where GfK also covers Textiles, Homewares and Bedding, clients can choose from amongst 86 different product categories.

More and more key players from the Industry rely on GfK market expertise to take their marketing decisions in Latin America. In 2009, 76 clients from various sectors were working together with GfK, growth of 23% when compared to 2008. In order to provide the best possible service, GfK has continuously increased its staff during the last years. Among field staff, client support and analysts, 47 people currently work at GfK Retail and Technology in Brazil, 27 in Chile and 12 in Argentina, again an increase of teams of about 58% when comparing with the previous year.

Operations in Peru and Uruguay are currently still managed from Chile and Argentina respectively. As a result, GfK already has a team of around 90 people in the region, who are also very well supported by other GfK teams in several countries such as: Germany, Spain and Portugal.