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Brazilian Lifestyles 2014: Changing Consumption Habits - April 2014

“While many developed countries are still recovering from the 2008 global financial crisis, the Brazilian economy has been growing since 2010, driven by domestic demand, more specifically by middle-class families. If 2011 was a year of balanced development, with government measures to leverage this consumption, in 2012, at the height of this process, investors’ fears of payment default started being reflected in rising interest rates, prices, and strict payment installments on purchases of new items. In 2013, this scenario of mistrust began to be overturned. Purchase incentives stopped, giving way to attempts to renegotiate accumulated debt, with realistic repayment conditions. As a result, consumption by families slowed down,the extra spending was focused mainly on basic necessity items, and spending on leisure was limited to fewer options, of high indulgence.”

– Sheila Salina, Lifestyle Analyst

This report describes the 2013 economic situation from consumers’ point of view. Faced with an austere scenario (compared to the last two years), which categories stood out in terms of Brazilian consumers’ preference? Medium-term outlook shows that there is some potential for small to medium value household items, as well as short duration leisure activities.

This report deals with expenditure on 2013 main consumption categories, and tries to understand the reasons behind Brazilians’ purchases and how they prioritize what is left of their budget, after spending on basic necessity items.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

          • The issues
            • Brazil today: Economy
              • Figure 1: Brazilian household consumption (% of GDP), by quarter, 2011-13
            • Brazil today: People
              • Figure 2: Population projection and estimates, 2008-20
            • Changes in spending habits in 2013
              • Figure 3: Changes in spending habits in 2013, January 2014
            • Reasons for buying
              • Figure 4: Reasons for buying more in the last 12 months – everyday items, January 2014
            • Personal goals for 2014
              • Figure 5: Personal goals for 2014, January 2014
            • Extra money in 2014
              • Figure 6: Where people choose to spend their extra money, January 2014
          • Brazil Today: Economy

            • Key points
              • What we think
                • Economy overview
                  • Figure 7: GDP annual change, 2008-13
                  • Figure 8: Annual growth of national sectors, 2011-13
                • Domestic consumption
                  • Figure 9: Brazilian household consumption (% of GDP), 2011-13
                • Purchasing power decreased in 2013...
                  • Figure 10: Brazilians’ wages* and consumer price index, 2011-13
                • ...and consumers prioritized paying off debts incurred in 2011 and 2012
                  • Figure 11: Household debt, 2010-13
                  • Figure 12: Commitment of household income, 2010-13
                • Financial forecast
                  • Figure 13: Consumers’ confidence levels, 2013-14
              • Brazil Today: People

                • Key points
                  • Population trends
                    • Figure 14: Population estimate and projection, annual change, 2008-20
                    • Figure 15: Total fertility rate – Estimate and projection, 2008-20
                    • Figure 16: Aging population index * – Estimate and projection, 2008-20
                  • Age structure
                    • Figure 17: Population age structure – Estimate and projection, in million, 2010-18
                  • Marital status
                    • Figure 18: Marital status, young adult population, 2000-11
                  • Employment
                    • Figure 19: Workforce indicators, 2010-13
                  • Socioeconomic groups
                    • Figure 20: Brazilian population socioeconomic groups, 2007-11
                • Spending Overview

                  • Key points
                    • Spending by category
                      • Figure 21: Expenditure by category (in R$ billion), 2013
                    • Forecast for the next five years
                      • Figure 22: Best- and worst-case scenario, total market value, 2008-18
                    • The fast-growing categories of the next five years
                      • Figure 23: Fast-growing categories, at current prices, by growth (%), 2013 (est) -18 (fore)
                    • Moderate-growth categories of the next five years
                      • Figure 24: Categories of moderate growth, at current prices, by growth (%), 2013 (est)-18 (fore)
                  • Food – At-home Consumption

                    • Key points
                      • What we think
                        • Higher demand and high inflation levels drive the market
                          • Figure 25: Brazilian at-home food market value, 2008-13
                        • Convenience and price will highly influence growth in the next few years
                          • Figure 26: Best- and worst-case forecast value sales of the at-home food market, at current prices, 2008-18
                        • Change in spending habits
                          • Figure 27: Changes in spending habits – food (at-home consumption) 2013, January 2014
                      • Food – On-premise Consumption

                        • Key points
                          • What we think
                            • Rise in job vacancy numbers will boost the foodservice sector
                              • Figure 28: Brazilian foodservice market value, 2008-13
                            • The foodservice market will continue to show positive growth in the next few years
                              • Figure 29: Best- and worst-case forecast value sales of the foodservice market, at current prices, 2008-18
                            • Change in spending habits
                              • Figure 30: Changes in spending habits – Eating out in 2013, January 2014
                          • Non-alcoholic Drinks

                            • Key points
                              • What we think
                                • Convenient and healthy drinks drive sector’s growth
                                  • Figure 31: Brazilian non-alcoholic drinks market value, 2008-13
                                • Innovations drive growth until 2018
                                  • Figure 32: Best- and worst-case forecast value sales of the non-alcoholic drinks market, at current prices, 2008-18
                                • Changes in spending habits
                                  • Figure 33: Changes in spending habits – Non-alcoholic drinks in 2013, January 2014
                              • Alcoholic Drinks

                                • Key points
                                  • What we think
                                    • Consumption of beer drives at-home consumption of alcoholic drinks
                                      • Figure 34: At-home consumption of alcoholic drinks, by value, 2008-13
                                    • The forecast for the next few years is for steady growth
                                      • Figure 35: Brazilian retail value sales forecast of alcoholic drinks, 2008-18
                                    • Higher incomes and growth of the foodservice sector will boost on-premise consumption of alcoholic drinks
                                      • Figure 36: Value sales of alcoholic drinks in the foodservice sector, 2008-13
                                    • More demanding consumers, as well as high inflation rates, boosted revenues of on-premise consumption of alcoholic drinks
                                      • Figure 37: Best- and worst-case forecast value sales of the at-home alcoholic drinks market, at current prices, 2008-18
                                    • Changes in spending habits
                                      • Figure 38: Changes in spending habits – Alcoholic drinks in 2013, January 2014
                                  • Beauty and Personal Care

                                    • Key points
                                      • What we think
                                        • Personal hygiene, beauty, and cosmetics was one of the sectors that benefited the most with a more stable Brazilian economy
                                          • Figure 39: Brazilian beauty and personal care market value, 2008-13
                                        • The forecast for the sector is of growth
                                          • Figure 40: Best- and worst-case forecast value sales of the beauty and personal care market, at current prices, 2008-18
                                        • Changes in spending habits
                                          • Figure 41: Changes in spending habits – Beauty and personal care in 2013, January 2014
                                      • OTC and Pharmaceutical Products

                                        • Key points
                                          • What we think
                                            • The sector has been growing at a slower pace since 2009
                                              • Figure 42: Brazilian OTC and pharmaceuticals market value, 2008-13
                                            • Vitamins and supplements will boost sector
                                              • Figure 43: Best- and worst-case forecast value sales of the OTC and pharmaceuticals market, at current prices, 2008-18
                                            • Changes in spending habits
                                              • Figure 44: Changes in spending habits – Healthcare products in 2013, January 2014
                                          • Clothes and Accessories – Including Footwear

                                            • Key points
                                              • What we think
                                                • Middle-class purchasing power and the expansion of retail chains contribute to sector growth
                                                  • Figure 45: Retail value sales of clothes and accessories (including footwear), Brazil, 2008-13
                                                • Positive growth for the next five years
                                                  • Figure 46: Best- and worst-case forecasts for retail sales of clothes and accessories (including footwear), by value, 2008-18
                                                • Changes in spending habits
                                                  • Figure 47: Changes in spending habits – Clothes and accessories (including footwear) in 2013, January 2014
                                              • Household Care Products

                                                • Key points
                                                  • What we think
                                                    • Sophisticated products helped the sector to grow
                                                      • Figure 48: Brazilian household care market value, 2008-13
                                                    • Looking for more sophisticated products, consumers in socioeconomic group C will boost sector sales in the next few years
                                                      • Figure 49: Best- and worst-case forecast value sales of the household care market, at current prices, 2008-18
                                                    • Changes in spending habits
                                                      • Figure 50: Changes in spending habits in 2013 – Household care, January 2014
                                                  • Technology and Communication

                                                    • Key points
                                                      • What we think
                                                        • Connecting with the future
                                                          • Figure 51: Brazilian technology and communication market value, 2008-13
                                                        • Continuous growth, if at a less pronounced rate
                                                          • Figure 52: Best- and worst-case forecast value sales of the technology and communication market, at current prices, 2008-18
                                                        • Changes in spending habits
                                                          • Figure 53: Changes in spending habits in 2013 – Technology and communication, January 2014
                                                      • Leisure

                                                        • Key points
                                                          • What we think
                                                            • Lack of innovation and diversity are the main barriers to profit in the sector
                                                              • Figure 54: Brazilian leisure and entertainment market value, 2008-13
                                                            • Toys and amusement parks tend to develop through the demographic boom of target consumers
                                                              • Figure 55: Best- and worst-case forecast value sales of the leisure and entertainment market, at current prices, 2008-18
                                                            • Changes in spending habits
                                                              • Figure 56: Changes in spending habits in 2013 – Leisure and entertainment, January 2014
                                                          • Household Items

                                                            • Key points
                                                              • What we think
                                                                • Economic improvement and government incentives boost sector sales
                                                                  • Figure 57: Retail value sales of household items (electrical appliances and furniture), Brazil, 2008-13
                                                                • Fewer reductions and more difficult credit will affect growth
                                                                  • Figure 58: Forecast of retail sales of household items (electrical appliances and furniture), by value, 2008-18
                                                                • Changes in spending habits
                                                                  • Figure 59: Changes in spending habits in the purchase of household items (electrical appliances and furniture) in 2013, January 2014
                                                              • Transport

                                                                • Key points
                                                                  • What we think
                                                                    • A nation stuck in cars
                                                                      • Figure 60: Brazilian transport market value, 2008-13
                                                                    • The growth restraints are uncertain and limited
                                                                      • Figure 61: Best- and worst-case forecast value sales of the transport market, at current prices, 2008-18
                                                                  • Holidays

                                                                    • Key points
                                                                      • What we think
                                                                        • Excursions and domestic tourism are the main drivers of growth
                                                                          • Figure 62: Brazilian holidays market value, 2008-13
                                                                        • Sporting events tend to attract new consumers
                                                                          • Figure 63: Best- and worst-case forecast value sales in the holidays market, at current prices, 2008-18
                                                                        • Changes in spending habits
                                                                          • Figure 64: Changes in spending in 2013 – Holidays, January 2014
                                                                      • Personal Finance and Housing

                                                                        • Key points
                                                                          • What we think
                                                                            • Economic improvements and easy credit were the drivers of personal finance and housing sectors in the last five years
                                                                              • Figure 65: Personal finance and housing sector revenues, 2008-13
                                                                            • A less favorable economic situation slows down growth in the next few years
                                                                              • Figure 66: Best- and worst-case forecast of revenues in the personal finance and housing sectors, 2008-18
                                                                          • Miscellaneous Items

                                                                            • Key points
                                                                              • What we think
                                                                                • Investment in education boost sector sales
                                                                                  • Figure 67: Value sales of miscellaneous items, 2008-13
                                                                                • A more moderate growth forecast for the next few years
                                                                                  • Figure 68: Best- and worst-case forecast of sales of miscellaneous items, by value, 2008-18
                                                                              • The Consumer – Changes in Spending in 2013

                                                                                • Key points
                                                                                  • Food, personal care, and household care items stood out
                                                                                    • Figure 69: Changes in spending habits 2013, January 2014
                                                                                  • Parents and young adults (aged 16- 34) were the demographics who increased their spending the most in 2013
                                                                                    • Figure 70: Changes in spending habits 2013, higher spending on selected categories, by children in household, January 2014
                                                                                    • Figure 71: Changes in spending habits 2013, higher spending on selected categories, by age group, January 2014
                                                                                    • Figure 72: Changes in spending habits 2013, higher spending on selected categories, by selected demographic groups, January 2014
                                                                                    • Figure 73: Changes in spending habits 2013, higher spending on selected categories, by gender, by age, January 2014
                                                                                • The Consumer – Reasons for Buying

                                                                                  • Key points
                                                                                    • Reasons for buying everyday products
                                                                                      • Figure 74: Reasons for buying more everyday products in the last 12 months, January 2014
                                                                                    • Reasons for buying with less frequency
                                                                                      • Figure 75: Reasons for buying more in the last 12 months, less frequently purchased items, January 2014
                                                                                  • The Consumer – Personal Goals for 2014

                                                                                    • Key points
                                                                                      • Personal and financial goals are priority
                                                                                        • Figure 76: Personal goals for 2014, January 2014
                                                                                      • Healthy habits and leisure activities are important goals for 2014
                                                                                          • Figure 77: Personal goals for 2014, by children in household, January 2014
                                                                                          • Figure 78: Personal goals for 2014 – Travel to new places, by socioeconomic groups, January 2014
                                                                                      • The Consumer – Where Brazilians Intend to Spend Their Extra Money in 2014

                                                                                        • Key points
                                                                                          • Brazilians spend more of their extra money on going out and leisure activities
                                                                                            • Figure 79: Where people choose to spend their extra money, January 2014
                                                                                            • Figure 80: Where people choose to spend their extra money, leisure, by children in household, January 2014
                                                                                          • Sort out finances or save money?
                                                                                            • Figure 81: Where people choose to spend their extra money, selected options, by socioeconomic groups, January 2014
                                                                                        • Appendix – Changes in Spending in 2013

                                                                                            • Figure 82: Spending in the last 12 months, January 2014
                                                                                            • Figure 83: Spending in the last 12 months – Food (at home), by demographics, January 2014
                                                                                            • Figure 84: Spending in the last 12 months – Eating out, by demographics, January 2014
                                                                                            • Figure 85: Spending in the last 12 months – Alcoholic drinks (at home) ^, by demographics, January 2014
                                                                                            • Figure 86: Spending in the last 12 months – Alcoholic drinks (on-premise)^, by demographics, January 2014
                                                                                            • Figure 87: Spending in the last 12 months – Non-alcoholic drinks, by demographics, January 2014
                                                                                            • Figure 88: Spending in the last 12 months – Beauty and hygiene products, by demographics, January 2014
                                                                                            • Figure 89: Spending in the last 12 months – Healthcare products, by demographics, January 2014
                                                                                            • Figure 90: Spending in the last 12 months – Household care, by demographics, January 2014
                                                                                            • Figure 91: Spending in the last 12 months – Clothes and accessories (including footwear), by demographics, January 2014
                                                                                            • Figure 92: Spending in the last 12 months – Technology and communication, by demographics, January 2014
                                                                                            • Figure 93: Spending in the last 12 months – Holidays, by demographics, January 2014
                                                                                            • Figure 94: Spending in the last 12 months – Leisure/entertainment, by demographics, January 2014
                                                                                            • Figure 95: Spending in the last 12 months – Home, by demographics, January 2014
                                                                                          • Repertoire analysis
                                                                                            • Figure 96: Amount purchased in the last 12 months, January 2014
                                                                                            • Figure 97: Amount purchased in the last 12 months, by demographics, January 2014
                                                                                            • Figure 98: Spending in the last 12 months, by amount purchased in the last 12 months, January 2014
                                                                                        • Appendix – Reasons for Buying Everyday Items

                                                                                            • Figure 99: Reasons for buying more now compared to 12 months ago, January 2014
                                                                                            • Figure 100: Reasons for buying more now compared to 12 months ago, by demographics, January 2014
                                                                                            • Figure 101: Reasons for buying more now compared to 12 months ago, by category, January 2014
                                                                                            • Figure 102: Reasons for buying more now compared to 12 months ago, by category, January 2014 (continued)
                                                                                            • Figure 103: Reasons for buying more now compared to 12 months ago, by category, January 2014 (continued)
                                                                                        • Appendix – Reasons for Buying More of Less-frequent Items Today, Compared to 12 Months Ago

                                                                                            • Figure 104: Reasons for buying more of less-frequent purchases today, compared to 12 months ago, January 2014
                                                                                            • Figure 105: Reasons for buying more of less-frequent purchases today, compared to 12 months ago, by demographics January 2014
                                                                                            • Figure 106: Reasons for buying more of less-frequent purchases today, compared to 12 months ago, by category January 2014
                                                                                            • Figure 107: Reasons for buying more of less-frequent purchases today, compared to 12 months ago, by category January 2014 (continued)
                                                                                            • Figure 108: Reasons for buying more of less-frequent purchases today, compared to 12 months ago, by category January 2014 (continued)
                                                                                        • Appendix – Personal Goals for 2014

                                                                                            • Figure 109: Personal goals for 2014, January 2014
                                                                                            • Figure 110: Personal goals for 2014 – Health, by demographics, January 2014
                                                                                            • Figure 111: Personal goals for 2014 – Wellbeing, by demographics, January 2014
                                                                                            • Figure 112: Personal goals for 2014 – Leisure, by demographics, January 2014
                                                                                            • Figure 113: Personal goals for 2014 – Having a healthier diet, by demographics, January 2014
                                                                                            • Figure 114: Personal goals for 2014 – Exercise more, by demographics, January 2014
                                                                                            • Figure 115: Personal goals for 2014 – Find a job/new job, by demographics, January 2014
                                                                                            • Figure 116: Personal goals for 2014 – Move home/buy a new home, by demographics, January 2014
                                                                                            • Figure 117: Personal goals for 2014 – Sort out my finances, by demographics, January 2014
                                                                                            • Figure 118: Personal goals for 2014 – Take better care of my appearance, by demographics, January 2014
                                                                                            • Figure 119: Personal goals for 2014 – Travel to new places/go on more holidays, by demographics, January 2014
                                                                                            • Figure 120: Personal goals for 2014 – Learn a new skill/get a new hobby, by demographics, January 2014
                                                                                            • Figure 121: Personal goals for 2014 – Have a better work/life balance, by demographics, January 2014
                                                                                            • Figure 122: Personal goals for 2014 – Spend more time with family, by demographics, January 2014
                                                                                            • Figure 123: Personal goals for 2014 – Go out more, by demographics, January 2014
                                                                                            • Figure 124: Personal goals for 2014 – Do more home improvements, by demographics, January 2014
                                                                                            • Figure 125: Personal goals for 2014 – Give more to charity/volunteer, by demographics, January 2014
                                                                                        • Appendix – Where Brazilians Intend to Spend their Extra Money in 2014

                                                                                            • Figure 126: Where people choose to spend their extra money, January 2014
                                                                                            • Figure 127: Where people choose to spend their extra money, by demographics, January 2014
                                                                                            • Figure 128: Where people choose to spend their extra money, by demographics, January 2014 (continued)
                                                                                            • Figure 129: Where people choose to spend their extra money, by demographics, January 2014 (continued)
                                                                                            • Figure 130: Where people choose to spend their extra money, by demographics, January 2014 (continued)

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                                                                                        Brazilian Lifestyles 2014: Changing Consumption Habits - April 2014

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