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Brazilian Lifestyles - Spending Habits - Brazil - June 2017

“Many Brazilians are still dealing with unemployment, having to change their spending habits during the current economic crisis. Although they are willing to pay off debts and save money for the future, many consumers still spend extra money on entertainment and leisure activities (such as eating out). Some macroeconomic data show the worst of the recession may have passed, but political uncertainties still make Brazil an economically unreliable country, holding back the resumption of economic growth.”
– Naira Sato, Research Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The consumer
            • Half of Brazilians say their financial situation is not good
              • Figure 1: Financial situation, January 2017
            • Parents are concerned about their future financial situation
              • Figure 2: Consumer sentiment for the coming year, by parental status, January 2017
            • Women are more keen to buy haircare and facial and body care products
              • Figure 3: Planed purchase in the next three months, by gender, january 2017
            • One third of Brazilians save extra money for emergencies
              • Figure 4: Ways of spending extra money, January 2017
            • Brazilians aged 45+ stay with the same brands, but struggle to use loyalty programs
              • Figure 5: Attitudes and behaviors toward loyalty, January 2017
            • Women search for price, but avoid buying online
              • Figure 6: Purchasing habits, by gender, January 2017
            • What we think
            • Brazil Today – What You Need to Know

              • Recession still affects the country
                • More than 14 million Brazilians are unemployed
                  • Economic recovery may be affected by political turmoil
                    • Brazilians are living longer
                      • Women are having fewer children
                      • The Economy

                        • Brazil’s GDP significantly declines for two consecutive years
                          • Figure 7: GDP variation, Brazil, 2011-16
                          • Figure 8: Brazil’s National Wide Consumer Price Index (IPCA), annual variation, 2006-16
                          • Figure 9: family consumption growth compared to the previous quarter, Brazil, 2011-16
                        • Unemployment rate still growing
                          • Figure 10: Unemployment rate, quarter-to-quarter variation, January 2015 to March 2017
                        • Political crises affects the economy
                        • The Population

                          • Life expectancy of Brazilians has increased
                            • Figure 11: Life expectancy at birth, by gender, Brazil, 2000-15
                          • Brazilian fertility rates in decline
                            • Figure 12: Fertility rate, Brazil, 2000-15
                            • Figure 13: Number of births per thousand habitants, Brazil, 2000-15
                          • Population growth will slow and number of families is declining
                            • Figure 14: Population projection, Brazil, 2000-30
                            • Figure 15: Families in private households, by number of people, Brazil, 2000
                        • Consumer Expenditure – What You Need to Know

                          • Personal finance and housing represent biggest expenditure
                            • OTC and pharmaceuticals tend to keep growing
                              • BPC products push innovations and diversify channels
                                • Taxes affect the technology and communication sector
                                  • Brazilians are looking for low-cost leisure and entertainment options
                                    • Economic crisis boosts domestic travels
                                      • Harvest improves food inflation in 2017
                                      • Consumer Expenditure Overview

                                        • Division by sector
                                            • Figure 16: Consumer expenditure, by sector (R$ billions), 2016
                                          • Forecast for the next five years
                                              • Figure 17: Best- and worst-case forecast total value sales, 2011-21
                                            • Category leaders in the next five years
                                                • Figure 18: Fastest-growing market sectors, by growth rate, 2016-21
                                              • Slower-growing sectors in the next five years
                                                  • Figure 19: Slowest-growing market sectors, by growth rate, 2016-21
                                              • In-home Food

                                                • What we think
                                                  • Past poor harvest pushes food inflation
                                                    • Figure 20: In-home food market size in Brazil, by value, 2011-16 (est)
                                                  • Expectations of economic growth may improve food spending
                                                    • Figure 21: Best and worst-case forecast for in-home food market, at current prices, Brazil, 2011-21
                                                  • Winners for 2017
                                                    • Losers for 2017
                                                      • Key consumer findings
                                                      • Eating Out

                                                        • What we think
                                                          • Food inflation impacts final price of products
                                                            • Figure 22: Food service market size in Brazil, by value, 2011-16 (est)
                                                          • Convenience and health benefits can boost the market
                                                            • Figure 23: Best- and worst-case forecast for food service market, at current prices, Brazil 2011-21
                                                          • Winners for 2017
                                                            • Losers for 2017
                                                              • Key consumer findings
                                                              • Home and Garden

                                                                • What we think
                                                                  • Market suffers with reduction of home appliances sales
                                                                    • Figure 24: Home and garden market size in Brazil, by value, 2011-16 (est)
                                                                  • Innovations can boost sales in the category
                                                                    • Figure 25: Best- and worst-case forecast for home and garden market, at current prices, Brazil, 2011-21
                                                                  • Winners for 2017
                                                                    • Losers for 2017
                                                                      • Key consumer findings
                                                                      • Vacations

                                                                        • What we think
                                                                          • Growth during the Olympics was lower than the World Cup
                                                                            • Figure 26: Vacations market size in Brazil, by value, 2011-16 (est)
                                                                          • Niche tourism and fall of the dollar influence market growth forecast
                                                                            • Figure 27: Best- and worst-case forecast for the vacations market, at current prices, Brazil, 2011-21
                                                                          • Winners for 2017
                                                                            • Losers for 2017
                                                                              • Key consumer findings
                                                                              • Alcoholic Drinks at Home and On-premise

                                                                                • What we think
                                                                                  • Beer represents the majority of sales
                                                                                    • Figure 28: Brazilian alcoholic drinks at home expenditure, 2011-16 (est.)
                                                                                  • Increased taxes on all alcoholic beverages limits consumption
                                                                                    • Figure 29: Best- and worst-case forecast for alcoholic drinks at home expenditure, at current prices, 2011-21
                                                                                  • Alcoholic Drinks On-premise
                                                                                    • Bars are the preferred place to drink out of home
                                                                                      • Figure 30: Brazilian alcoholic drinks on-premise expenditure, 2011-16 (est.)
                                                                                    • Promotions/offers can help to push sales
                                                                                      • Figure 31: Best- and worst-case forecast for alcoholic drinks on-premise expenditure, at current prices, 2011-21
                                                                                    • Winners for 2017
                                                                                      • Losers for 2017
                                                                                        • Key consumer findings
                                                                                        • Transport

                                                                                          • What we think
                                                                                            • The transport market has seen strong growth in the past years
                                                                                              • Figure 32: Brazilian transport expenditure, 2011-16 (est.)
                                                                                            • Uncertainties in the economy are highly affecting the sales of new cars
                                                                                              • Figure 33: Best- and worst-case forecast for transport expenditure, at current prices, 2011-21
                                                                                            • Winners for 2017
                                                                                              • Losers for 2017
                                                                                                • Key consumer findings
                                                                                                • Technology and Communications

                                                                                                  • What we think
                                                                                                    • Households with internet access surpasses 50% for the first time
                                                                                                      • Figure 34: Brazilian technology and communications expenditure, 2011-16 (est.)
                                                                                                    • Consumers are likely to take longer to exchange old products, slowing growth
                                                                                                      • Figure 35: Best- and worst-case forecast for technology and communications expenditure, at current prices, 2011-21
                                                                                                    • Winners for 2017
                                                                                                      • Losers for 2017
                                                                                                        • Key consumer findings
                                                                                                        • Beauty and Personal Care

                                                                                                          • What we think
                                                                                                            • In addition to the economic crisis, price increases affected the sector
                                                                                                              • Figure 36: Beauty and personal care market size in Brazil, by value, 2011-16
                                                                                                            • Sector recovery expected to begin in 2017
                                                                                                              • Figure 37: Best- and worst-case forecast for beauty and personal care, at current prices, Brazil, 2011-21
                                                                                                            • Winners for 2017
                                                                                                              • Losers for 2017
                                                                                                                • Key consumer findings
                                                                                                                • OTC and Pharmaceuticals

                                                                                                                  • What we think
                                                                                                                    • Aging population and certain diseases boost the sector
                                                                                                                      • Figure 38: OTC and pharmaceuticals market size in Brazil, by value, 2011-16
                                                                                                                    • Innovation and product diversity will ensure industry sales
                                                                                                                      • Figure 39: Best- and worst-case forecast for OTC and pharmaceuticals, at current prices, Brazil, 2011-21
                                                                                                                    • Winners for 2017
                                                                                                                      • Losers for 2017
                                                                                                                        • Key consumer findings
                                                                                                                        • Household Care

                                                                                                                          • What we think
                                                                                                                            • With the economic crisis, Brazilians are looking for affordable products
                                                                                                                              • Figure 40: household care market size in Brazil, by value, 2011-16
                                                                                                                            • Competition will remain high in the industry and will force price cuts
                                                                                                                              • Figure 41: Best- and worst forecast for household care, at current prices, Brazil, 2011-21
                                                                                                                            • Winners for 2017
                                                                                                                              • Losers for 2017
                                                                                                                                • Key consumer findings
                                                                                                                                • Clothing and Accessories

                                                                                                                                  • What we think
                                                                                                                                    • Clothing and accessories market had same growth in 2015 and 2016
                                                                                                                                      • Figure 42: Clothing and accessories market size in Brazil, by value, 2011-16
                                                                                                                                    • Sales may start to improve in 2017
                                                                                                                                      • Figure 43: Best- and worst-case forecast for clothing and accessories, at current prices, Brazil, 2011-21
                                                                                                                                    • Winners for 2017
                                                                                                                                      • Losers for 2017
                                                                                                                                        • Key consumer findings
                                                                                                                                        • Leisure and Entertainment

                                                                                                                                          • What we think
                                                                                                                                            • Many leisure and entertainment categories are experiencing significant growth during the recession
                                                                                                                                              • Figure 44: Leisure and entertainment market size, by value, Brazil, 2011-16 (est.)
                                                                                                                                            • Interest in sports is growing after the Olympic Games in 2016
                                                                                                                                              • Figure 45: Best- and worst-case forecast for leisure and entertainment market, at current prices, Brazil, 2011-21
                                                                                                                                            • Sports
                                                                                                                                              • Toys
                                                                                                                                                • Winners for 2017
                                                                                                                                                  • Losers for 2017
                                                                                                                                                    • Key consumer findings
                                                                                                                                                      • Many Brazilians are choosing free activities
                                                                                                                                                        • ABs are the most likely to have visited concert/sporting event/theater
                                                                                                                                                        • Personal Finance and Housing

                                                                                                                                                          • What we think
                                                                                                                                                            • Slow-down in home financing affected 2016 performance
                                                                                                                                                              • Figure 46: Brazilian personal finance and housing expenditure, 2011-16 (est.)
                                                                                                                                                            • Reduction in interest rate aims to stimulate the market in 2017
                                                                                                                                                              • Figure 47: Best- and worst-case forecast for personal finance and housing expenditure, at current prices, 2011-21
                                                                                                                                                            • Winners for 2017
                                                                                                                                                              • Losers for 2017
                                                                                                                                                                • Key consumer findings
                                                                                                                                                                  • Despite the recession, savings is still important
                                                                                                                                                                  • Miscellaneous Expenditure

                                                                                                                                                                    • What we think
                                                                                                                                                                      • Unemployment affects the private health insurance sector
                                                                                                                                                                        • Figure 48: Retail sales of the miscellaneous expenditure sector in Brazil, by value, 2011-16 (est)
                                                                                                                                                                      • More students switching to public schools
                                                                                                                                                                        • Figure 49: Best- and worst-case forecast for miscellaneous expenditure, at current prices, Brazil, 2011-21
                                                                                                                                                                      • Winners for 2017
                                                                                                                                                                        • Losers for 2017
                                                                                                                                                                          • Key consumer findings
                                                                                                                                                                            • Cash-strapped consumers are postponing medical checkups
                                                                                                                                                                              • Brazilians are considering their spending choices more
                                                                                                                                                                              • The Consumer – What You Need to Know

                                                                                                                                                                                • Brazilians feel the effects of political and economic crises
                                                                                                                                                                                  • High education costs concern parents
                                                                                                                                                                                    • Hair, body, and face care products are on women’s shop list
                                                                                                                                                                                      • Brazilians can get rewarded for extra savings
                                                                                                                                                                                        • Loyalty programs should be easier to use by those aged 45+
                                                                                                                                                                                          • Women search for the best prices, but are afraid to buy online
                                                                                                                                                                                          • Financial Situation

                                                                                                                                                                                            • Half of Brazilians say they are not in good financial situation
                                                                                                                                                                                              • Figure 50: Financial situation, January 2017
                                                                                                                                                                                            • Younger consumers are more confident in their current financial situation
                                                                                                                                                                                              • Figure 51: Financial situation, by age, January 2017
                                                                                                                                                                                            • Unemployed say they have difficult and problematic financial situation
                                                                                                                                                                                              • Figure 52: Financial situation, by working status, January 2017
                                                                                                                                                                                          • Consumer Sentiment for the Coming Year

                                                                                                                                                                                            • Current financial situation is not good, but Brazilians are optimists
                                                                                                                                                                                                • Figure 53: Consumer sentiment for the coming year, January 2017
                                                                                                                                                                                              • Parents are concerned about their future financial situation
                                                                                                                                                                                                  • Figure 54: Consumer sentiment for the coming year, by house with and without children, January 2017
                                                                                                                                                                                                • Men aged 25-34 are not optimistic about their financial situation
                                                                                                                                                                                                    • Figure 55: Consumer sentiment for the coming year, by gender and age, January 2017
                                                                                                                                                                                                • Planned Purchase in the Next Three Months

                                                                                                                                                                                                  • Brazilians plan to spend less eating out
                                                                                                                                                                                                    • Figure 56: Planned purchase in the next three months, January 2017
                                                                                                                                                                                                  • Young men are interested in buying more electronic devices
                                                                                                                                                                                                    • Figure 57: Planned purchase in the next three months, by gender and age, January 2017
                                                                                                                                                                                                  • Women are willing to buy more haircare and face and body care products
                                                                                                                                                                                                    • Figure 58: Planned purchase in the next three months, by gender, January 2017
                                                                                                                                                                                                • Ways of Spending Extra Money

                                                                                                                                                                                                  • One third of Brazilians claim to save extra money for emergencies
                                                                                                                                                                                                    • Figure 59: Ways of spending extra money, January 2017
                                                                                                                                                                                                  • Consumers without children would use extra cash for entertainment
                                                                                                                                                                                                    • Figure 60: Ways of spending extra money, by house with and without children, January 2017
                                                                                                                                                                                                  • Men aged 16-34 would spend extra money traveling
                                                                                                                                                                                                    • Figure 61: Ways of spending extra money, by gender and age, January 2017
                                                                                                                                                                                                • Attitudes and Behaviors toward Loyalty

                                                                                                                                                                                                  • Loyalty programs that offer free gifts attract Brazilians
                                                                                                                                                                                                    • Figure 62: Attitudes and behaviors towards loyalty, January 2017
                                                                                                                                                                                                  • Brazilians aged 45+ are the most loyal, but find it difficult to use loyalty programs
                                                                                                                                                                                                    • Figure 63: Attitudes and behaviors towards loyalty, by age, January 2017
                                                                                                                                                                                                  • Loyalty programs can be more appealing to men
                                                                                                                                                                                                    • Figure 64: Attitudes and behaviors toward loyalty, by gender, January 2017
                                                                                                                                                                                                • Purchasing Habits

                                                                                                                                                                                                  • Brazilians compare prices online, but many buy in physical stores
                                                                                                                                                                                                    • Figure 65: Purchasing habits, January 2017
                                                                                                                                                                                                  • Young people make more impulse purchases
                                                                                                                                                                                                    • Figure 66: Purchasing habits, by age, January 2017
                                                                                                                                                                                                  • Women search for best prices, but are afraid to buy online
                                                                                                                                                                                                    • Figure 67: Purchasing habits, by gender, January 2017
                                                                                                                                                                                                • Appendix – Methodology, Abbreviations, and Supporting Information

                                                                                                                                                                                                  • Methodology
                                                                                                                                                                                                    • Fan chart forecast
                                                                                                                                                                                                      • Abbreviations
                                                                                                                                                                                                      • Appendix – In-home Food

                                                                                                                                                                                                          • Figure 68: Best- and worst-case forecast of total sales value, 2016-21
                                                                                                                                                                                                      • Appendix – Eating Out

                                                                                                                                                                                                          • Figure 69: Best- and worst-case forecast of total sales value, 2016-21
                                                                                                                                                                                                      • Appendix – Non-alcoholic Drinks

                                                                                                                                                                                                          • Figure 70: Best- and worst-case forecast of total sales value, 2016-21
                                                                                                                                                                                                      • Appendix – Alcoholic Drinks at Home

                                                                                                                                                                                                          • Figure 71: Best- and worst-case forecast of total sales value, 2016-21
                                                                                                                                                                                                      • Appendix – Alcoholic Drinks On-premise

                                                                                                                                                                                                          • Figure 72: Best- and worst-case forecast of total sales value, 2016-21
                                                                                                                                                                                                      • Appendix – Beauty and Personal Care

                                                                                                                                                                                                          • Figure 73: Best- and worst-case forecast of total sales value, 2016-21
                                                                                                                                                                                                      • Appendix – OTC and Pharmaceuticals

                                                                                                                                                                                                          • Figure 74: Best- and worst-case forecast of total sales value, 2016-21
                                                                                                                                                                                                      • Appendix – Household Care

                                                                                                                                                                                                          • Figure 75: Best- and worst-case forecast of total sales value, 2016-21
                                                                                                                                                                                                      • Appendix – Home and Garden

                                                                                                                                                                                                          • Figure 76: Best- and worst-case forecast of total sales value, 2016-21
                                                                                                                                                                                                      • Appendix – Clothing and Accessories

                                                                                                                                                                                                          • Figure 77: Best- and worst-case forecast of total sales value, 2016-21
                                                                                                                                                                                                      • Appendix – Transport

                                                                                                                                                                                                          • Figure 78: Best- and worst-case forecast of total sales value, 2016-21
                                                                                                                                                                                                      • Appendix – Vacations

                                                                                                                                                                                                          • Figure 79: Best- and worst-case forecast of total sales value, 2016-21
                                                                                                                                                                                                      • Appendix – Technology and Communication

                                                                                                                                                                                                          • Figure 80: Best- and worst-case forecast of total sales value, 2016-21
                                                                                                                                                                                                      • Appendix – Leisure and Entertainment

                                                                                                                                                                                                          • Figure 81: Best- and worst-case forecast of total sales value, 2016-21
                                                                                                                                                                                                      • Appendix – Personal Finance and Housing

                                                                                                                                                                                                          • Figure 82: Best- and worst-case forecast of total sales value, 2016-21
                                                                                                                                                                                                      • Appendix – Miscellaneous Expenditure

                                                                                                                                                                                                          • Figure 83: Best- and worst-case forecast of total sales value, 2016-21

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                                                                                                                                                                                                      Brazilian Lifestyles - Spending Habits - Brazil - June 2017

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