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Brazilian Lifestyles 2015: Living Online - Brazil - April 2015

“Interacting with others through email and social media and reading the news are the main activities Brazilians perform online. However, internet usage has much more room for growth in Brazil, and providing trustworthy online reviews and enhancing anti-fraud tolls are essential for the popularization of financial transactions online. The current economic scenario challenges online retailers to offer not only strengthened security measures but also unbeatable prices to drive consumers’ interest to the world of online sales.”
– Renata Pompa de Moura, Research Manager

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Emails and accessing social media are the most frequently done activities online
              • Figure 1: Activities online, December 2014
            • The safety of personal information is the highest concern of internet users
              • Figure 2: Online safety concern, December 2014
            • Connected 24/7
              • Figure 3: Internet use behavior, December 2014
            • Links to brands and reviews on social media attract more than a quarter of social media users
              • Figure 4: Social media behavior, December 2014
            • What we think
            • Brazil Today – Economy

              • Key points
                • What we think
                  • GDP
                    • Figure 5: Change in GDP, 2001-14
                  • Inflation
                    • Figure 6: Consumer price index (ipca), annual change, Brazil, 2006-14
                  • Water and energy crisis
                    • Real falls against the dollar
                      • Figure 7: Exchange rate US Dollar versus Real, April 2014 to March 2015
                    • Higher interest rates and lower income growth may affect consumers’ spending
                      • Figure 8: Average monthly income of workers 14 and older in Brazil, by quarter (in R$)
                    • Although unemployment fell in 2014, it is expected to rise in 2015
                      • Figure 9: Unemployment rate, Brazil, 2012-14
                    • The pessimistic scenario has ruined consumer´s confidence
                    • Brazil Today – People

                      • Key points
                        • Population growth continues to slow down
                          • Figure 10: Total Brazilian population and growth, 2000-20
                        • Births on decline
                          • Figure 11: Fertility rate, Brazil, 2000-14
                          • Figure 12: Birth rate (number of births per thousand habitants), Brazil, 2000-14
                        • Older Brazilians and millennials: Important groups to pay attention to
                          • Figure 13: Total Brazilian population distribution, by age, 2004-20
                        • Half of Brazilians are singles
                          • Figure 14: Share of Brazilian population over 15 years old, by marital status, 2013
                        • North and Midwest are experiencing the highest growth
                          • Figure 15: Brazilian population by regions, 2004, 2014, 2020
                        • Internet access is heavier in the Southeast and among young Brazilians
                          • Figure 16: People aged 10 and older who used the internet in the last three months, by age groups, Brazil, 2012-13
                      • Expenditure Overview

                        • Key points
                          • Sector breakout
                            • Figure 17: Consumer expenditure in Brazil, by sector (R$ bn), 2014
                          • Growth is expected to slow down
                            • Figure 18: Best- and worst-case forecast total value sales, at current prices, 2009-19
                          • Faster-growing sectors in the next five years
                            • Figure 19: Fastest-growing consumer sectors, at current prices, by % growth, 2014-19 (fore)
                          • Slower growing sectors in the next five years
                            • Figure 20: Consumer sectors with weaker growth, at current prices, by % growth, 2014-19 (fore)
                        • Foodservice

                          • Key points
                            • What we think
                              • Inflation and World Cup had an impact on market value sales
                                • Figure 21: Value sales of the foodservice market, Brazil 2009-14
                              • Market growth in the next five years will be partly compromised by the unfavorable economic climate
                                • Figure 22: Forecast of sales in the foodservice market based on current prices, by value, Brazil, 2009-19
                              • Key consumer findings
                                • Expenditure on food
                                  • Convenience
                                    • Healthy life
                                      • Online advertising
                                      • In-home Food

                                        • Key points
                                          • What we think
                                            • Rising inflation impacts important food items in Brazil
                                              • Figure 23: Sales of the in-home food market in Brazil, by value, 2009-14
                                            • Food inflation and demand for healthy foods will drive growth in the next five years
                                              • Figure 24: Forecast of sales in the in-home food market based on current prices, by value, Brazil, 2009-19
                                            • Key consumer findings
                                              • Health claims
                                                • Convenience
                                                  • Events
                                                    • Online shopping
                                                    • Non-alcoholic Drinks

                                                      • Key points
                                                        • What we think
                                                          • The lower-than-expected performance of CSDs affected market growth
                                                            • Figure 25: Retail sales of non-alcoholic drinks in Brazil, by value, 2009-14
                                                          • New taxation on cold drinks can benefit growth in the next five years
                                                            • Figure 26: Forecast of sales in the non-alcoholic drink market based on current prices, by value, Brazil, 2009-19
                                                          • Key consumer findings
                                                            • Events
                                                              • Health claims
                                                                • Sustainability
                                                                • Alcoholic Drinks

                                                                  • Key points
                                                                    • What we think
                                                                      • Beer is Brazil’s favorite alcoholic beverage
                                                                        • Figure 27: Retail sales of alcoholic drinks for at-home consumption in Brazil, by value, 2009-14
                                                                      • The forecast for the next years is of a constant growth
                                                                        • Figure 28: Best- and worst-case forecast value sales of the at-home alcoholic drinks market in Brazil, at current prices, 2009-19
                                                                      • Books
                                                                        • Magazines
                                                                          • Festivals/Events
                                                                            • Blogs/Websites
                                                                              • The on-trade sector has seen a slower growth in recent years
                                                                                • Figure 29: Sales of alcoholic drinks in the on-trade sector in Brazil, by value, 2009-14
                                                                              • Growth forecast for on-trade is slighter bigger than for retail
                                                                                • Figure 30: Best- and worst-case forecast value sales of the on-trade alcoholic drinks market in Brazil, at current prices, 2009-19
                                                                              • Key consumer findings
                                                                                • Online alcoholic drinks purchases
                                                                                  • Premium products
                                                                                    • Promotions
                                                                                    • Beauty and Personal Care

                                                                                      • Key points
                                                                                        • What we think
                                                                                          • Fewer product launches slowed down market growth in recent years
                                                                                            • Figure 31: Retail sales in BPC market in Brazil, by value, 2009-14
                                                                                          • New tax measures and price increase curb market sales
                                                                                            • Figure 32: Forecast of sales in the BPC market based on current prices, by value, Brazil, 2009-19
                                                                                          • Key consumer findings
                                                                                            • Online shopping of BPC products
                                                                                              • The importance of sensory experience
                                                                                                • Beauty blogs and social networks
                                                                                                • Household Care

                                                                                                  • Key points
                                                                                                    • What we think
                                                                                                      • Growing middle class C12 boosted sales in the household care market
                                                                                                        • Figure 33: Retail sales in the household care market in Brazil, by value, 2009-14
                                                                                                      • The importance of having a clean house will continue driving positive growth in the market
                                                                                                        • Figure 34: Forecast of sales in the household care products based on current prices, by value, Brazil, 2009-19
                                                                                                      • Key consumer findings
                                                                                                        • Online shopping of household products
                                                                                                        • Over-the-counter and Pharmaceutical Products

                                                                                                          • Key points
                                                                                                            • What we think
                                                                                                              • Population aging and new foreign companies contributed to sales growth in the OTC and pharmaceutical market
                                                                                                                • Figure 35: Retail sales of OTCs and pharmaceutical products in Brazil, by value, 2009-14
                                                                                                              • Forecast for the OTC and pharmaceutical market for the next few years is promising
                                                                                                                • Figure 36: Forecast of sales in the OTC and pharmaceutical market based on current prices, by value, 2009-19
                                                                                                              • Key consumer findings
                                                                                                                • Online shopping of pharmaceutical products
                                                                                                                • Household Items

                                                                                                                  • Key points
                                                                                                                    • What we think
                                                                                                                      • Government incentive programs and easy credit boosted household items market
                                                                                                                        • Figure 37: Retail sales in the household items market (electrical appliances and furniture), by value, Brazil, 2009-14
                                                                                                                      • Higher credit interest rates announced by the government might deter consumers from buying household items
                                                                                                                        • Figure 38: Forecast of sales in the household items market (electrical appliances and furniture) based on current prices, by value, 2009-19
                                                                                                                      • Key consumer findings
                                                                                                                        • Online shopping of household items (electrical appliances, furniture, durable goods)
                                                                                                                        • Vacation

                                                                                                                          • Key points
                                                                                                                            • What we think
                                                                                                                              • World Cup drove market growth in 2014
                                                                                                                                • Figure 39: Sales in the vacation market, by value, Brazil 2009-14
                                                                                                                              • Strong dollar might make Brazilians spend less on international travel during the next five years
                                                                                                                                • Figure 40: Forecast in the vacation market in Brazil, based on current prices, 2009-19
                                                                                                                              • Key consumer findings
                                                                                                                                • Tourism opportunities
                                                                                                                                  • Expenditure control
                                                                                                                                    • Online shopping
                                                                                                                                    • Transport

                                                                                                                                      • Key points
                                                                                                                                        • What we think
                                                                                                                                          • The transport market has grown at a steady pace
                                                                                                                                            • Figure 41: Sales in the transport market in Brazil, by value, 2009-14
                                                                                                                                          • The transport market is forecast to grow by 30% in the next five years
                                                                                                                                            • Figure 42: Best- and worst-case forecast value sales of the transport market in Brazil, at current prices, 2009-19
                                                                                                                                          • Key consumer findings
                                                                                                                                            • Online transport purchases
                                                                                                                                              • Sales of cars
                                                                                                                                              • Technology and Communications

                                                                                                                                                • Key points
                                                                                                                                                  • What we think
                                                                                                                                                    • Sales in the technology and communications market more than doubled between 2009 and 2014
                                                                                                                                                      • Figure 43: Sales in technology and communications market in Brazil, by value, 2009-14
                                                                                                                                                    • Sales in the market will grow at a slower pace than in previous years
                                                                                                                                                      • Figure 44: Best- and worst-case forecast value sales of the technology and communications market, at current prices, 2009-19
                                                                                                                                                    • Key consumer findings
                                                                                                                                                      • Online technology and communications purchases
                                                                                                                                                        • Concerns about e-commerce
                                                                                                                                                        • Leisure and Entertainment

                                                                                                                                                          • Key points
                                                                                                                                                            • What we think
                                                                                                                                                              • The leisure and entertainment industry grew in a slow pace during 2009-14
                                                                                                                                                                • Figure 45: Sales in the leisure and entertainment market in Brazil, by value, 2009-14
                                                                                                                                                              • The leisure and entertainment industry is forecast to grow 16% by 2019
                                                                                                                                                                • Figure 46: Best- and worst-case forecast value sales of the leisure and entertainment market in Brazil, at current prices, 2009-19
                                                                                                                                                              • Key consumer findings
                                                                                                                                                                • Online leisure and entertainment purchases
                                                                                                                                                                  • Out-of-home leisure activities
                                                                                                                                                                    • Online leisure activities
                                                                                                                                                                    • Personal Finance and Housing

                                                                                                                                                                      • Key points
                                                                                                                                                                        • What we think
                                                                                                                                                                          • Organizing personal finance becomes a priority
                                                                                                                                                                            • Figure 47: Sales in the personal finance and housing market in Brazil, by value, 2009-14
                                                                                                                                                                          • The housing market reaches stability
                                                                                                                                                                            • Figure 48: Best- and worst-case forecast value sales of personal finance and housing market in Brazil, at current prices, 2009-19
                                                                                                                                                                          • Key consumer findings
                                                                                                                                                                            • Online financial transactions
                                                                                                                                                                              • Managing finance and investments
                                                                                                                                                                              • Clothing and Accessories

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • What we think
                                                                                                                                                                                    • Bargains fuel the clothing and accessories market
                                                                                                                                                                                      • Figure 49: Retail sales in the clothing and accessories market in Brazil, by value, 2009-14
                                                                                                                                                                                    • A sluggish economy and consolidation will impact growth in the next five years
                                                                                                                                                                                      • Figure 50: Best- and worst-case forecast value sales of the clothing and accessories market in Brazil, at current prices, 2009-19
                                                                                                                                                                                    • Key consumer findings
                                                                                                                                                                                      • Online clothing purchases
                                                                                                                                                                                        • Promotions
                                                                                                                                                                                          • Attitudes toward major events
                                                                                                                                                                                          • Miscellaneous Items

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • What we think
                                                                                                                                                                                                • Spending on education continues to fuel the miscellaneous items market
                                                                                                                                                                                                  • Figure 51: Retail sales in the miscellaneous items market in Brazil, by value, 2009-14
                                                                                                                                                                                                • Inflation will drive up costs of school supplies
                                                                                                                                                                                                  • Figure 52: Best- and worst-case forecast value sales of miscellaneous market in Brazil, at current prices, 2009-19
                                                                                                                                                                                                • Key consumer findings
                                                                                                                                                                                                  • Spending on health and smoking
                                                                                                                                                                                                    • Online versus offline
                                                                                                                                                                                                    • The Consumer – Activities Online

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Emails and accessing social media are the most frequently done activities online
                                                                                                                                                                                                          • Figure 53: Activities online, December 2014
                                                                                                                                                                                                        • Young consumers stand out from old consumers in most online activities except online banking and reading the news
                                                                                                                                                                                                          • Figure 54: Activities online, by age group, December 2014
                                                                                                                                                                                                        • Young men: Far more likely to shop online
                                                                                                                                                                                                          • Figure 55: Shopping online, by gender, December 2014
                                                                                                                                                                                                        • While social media is heaviest used in the South, online dating is biggest in the Northeast
                                                                                                                                                                                                          • Figure 56: Selected activities online, by region, December 2014
                                                                                                                                                                                                        • Trend application insight
                                                                                                                                                                                                        • The Consumer – Internet Safety

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • The safety of personal information is the highest concern of internet users
                                                                                                                                                                                                              • Figure 57: Online safety concern, December 2014
                                                                                                                                                                                                            • Parents´ concerns with online activities vary as children age
                                                                                                                                                                                                              • Figure 58: Online safety concerns, by age of children in the household, December 2014
                                                                                                                                                                                                            • Internet users in the South are the most skeptical about the quality of products and reviews online
                                                                                                                                                                                                              • Figure 59: Selected online safety concerns, by region, December 2014
                                                                                                                                                                                                            • Trend application insight
                                                                                                                                                                                                            • The Consumer – Internet Usage Behavior

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Connected 24/7
                                                                                                                                                                                                                  • Figure 60: Internet use behavior, December 2014
                                                                                                                                                                                                                • Older users find it easy to switch off and ignore the internet after work
                                                                                                                                                                                                                  • Figure 61: Internet use behavior, agreement with selected statements, by age group, December 2014
                                                                                                                                                                                                                • Products that monitor the health can appeal to many Southeasterners and males older than 45
                                                                                                                                                                                                                  • Figure 62: Internet use behavior, agreement with the statement “I am interested in products that allow me to monitor my health”, by age group and gender, December 2014
                                                                                                                                                                                                                  • Figure 63: Internet use behavior, agreement with the statement “I am interested in products that allow me to monitor my health”, by region, December 2014
                                                                                                                                                                                                                • Trend application insight
                                                                                                                                                                                                                • The Consumer – Social Media Behavior

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Links to brands and reviews on social media attract more than a quarter of social media users
                                                                                                                                                                                                                      • Figure 64: Social media behavior, December 2014
                                                                                                                                                                                                                    • People with no children tend to access social media from smartphones
                                                                                                                                                                                                                      • Figure 65: Social media behavior, agreement with the statement “I prefer to access social media websites (eg facebook, twitter) via my smartphone,” by presence of children in the household, December 2014
                                                                                                                                                                                                                      • Figure 66: Social media behavior, agreement with selected statements, by marriage status, December 2014
                                                                                                                                                                                                                    • Males tend to find it more beneficial to connect to influential people on social media
                                                                                                                                                                                                                      • Figure 67: Social media behavior, agreement with the statement “I find it beneficial to connect with influential people on social media (eg more experienced professional on LinkedIn),” by gender, December 2014
                                                                                                                                                                                                                    • Trend application insight

                                                                                                                                                                                                                    Companies Covered

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                                                                                                                                                                                                                    Brazilian Lifestyles 2015: Living Online - Brazil - April 2015

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