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Marketing to the Middle Classes - Brazil - June 2014

“Middle-class consumers are still the target of leading companies operating in Brazil, who are competing among each other for the chance to significantly increase their sales volume. However, Brazilian middle-class is diverse; subgroups within this socioeconomic group are in different financial situations, with their desires and expectations varying according to a range of different aspects, from the number of children in the household, household structure, to giving how much importance they give to celebrity endorsements and their favorite TV programs."

– Sheila Salina, Senior Lifestyle Analyst

This report looks at the following issues:

  • What is the current financial situation of middle-class consumers?
  • What do they plan to spend their money on over the next three months?
  • What factors do they consider most important for a happy life?
  • What are the most common attitudes and behaviors of the middle class and its subgroups?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The consumer
              • Financial situation
                • Figure1: Current financial situation of socioeconomic group C, 2012-14
              • Spending plans for the next three months
                • Figure 2: Spending plans for the next three months, by selected options, by socioeconomic group, April 2014
              • Most important factors for a happy life
                • Figure 3: Most important factors for a happy life, selected statements, by socioeconomic groups, April 2014
              • Segmentation analysis – middle-class shopping attitudes and habits
                • Figure 4: Segmentation according to middle-class consumers’ shopping attitudes and habits, April 2014
              • What we think
              • Issues and Insights

                • Key points
                  • Subgroups C1 and C2 are in different financial situations
                    • The facts
                      • The implications
                        • Women in subgroup C1 are more emotionally dependent
                          • The facts
                            • The implications
                            • Trend Application

                              • Trend: Prepare for the Worst
                                • Trend: Secret, Secret
                                • The Consumer – Financial Situation

                                  • Key points
                                    • Approximately six in 10 middle-class consumers have little money left at the end of the month
                                      • Figure 5: Current financial situation of socioeconomic group C, 2012-14
                                    • Percentage of consumers in a “healthy” financial situation remains the same
                                      • Figure 6: Agreement with statement regarding current financial situation “Healthy – I have money left at the end of the month for a few luxuries or to add to my savings,” by socioeconomic groups, 2012-14
                                  • The Consumer – Spending Plans for the Next Three Months

                                    • Key points
                                      • Saving money and paying off debts are priority for middle-class consumers
                                        • Figure 7: Spending plans for the next three months, selected statements, by socioeconomic group C, April 2014
                                      • Young middle-class adults want to save money
                                        • Figure 8: Spending plans for the next three months, selected statements, by selected age group in socioeconomic group C, April 2014
                                      • Spending money on home improvements is still important to middle-class consumers
                                        • Figure 9: Spending plans for the next three months, by spending on home improvements by socioeconomic groups, 2012-14
                                    • The Consumer – Most Important Factors for a Happy Life

                                      • Key points
                                        • Middle-class consumers worry about debts, but family is priority
                                          • Figure 10: Most important factors for a happy life, selected factors, by socioeconomic groups, April 2014
                                        • Middle-class Brazilians try to balance time and money
                                          • Figure 11: Important factors for a happy life, selected factors, by socioeconomic groups, April 2014
                                      • Segmentation Analysis – Middle-Class Shopping Attitudes and Habits

                                        • Key points
                                          • The four target groups
                                            • Figure 12: Segmentation according to middle-class consumers’ shopping attitudes and habits, April 2014
                                          • Group 1 – Temporarily Cautious (31%)
                                            • The implications
                                              • Who are they (considering middle-class consumers only)?
                                                • Group 2 – Rational (21%).
                                                  • The implications
                                                    • Who are they? (Considering middle-class consumers only)
                                                      • Group 3 – Trend Followers (28%)
                                                        • The implications
                                                          • Who are they (considering middle-class consumers only)?
                                                            • Group 4 – Individual Style (20%)
                                                              • The implications
                                                                • Who are they (considering middle-class consumers only)?
                                                                • Appendix – Current Financial Situation

                                                                    • Figure 13: Current financial situation, April 2014
                                                                    • Figure 14: Current financial situation, by demographics, April 2014
                                                                    • Figure 15: Current financial situation, by the middle classes, April 2014
                                                                • Appendix – Spending Plans for the Next Three Months

                                                                    • Figure 16: Spending plans for the next three months, April 2014
                                                                    • Figure 17: Spending plans for the next three months, by demographics, April 2014
                                                                    • Figure 18: Spending plans for the next three months, by demographics, April 2014 (continued)
                                                                    • Figure 19: Spending plans for the next three months, by demographics, April 2014 (continued)
                                                                    • Figure 20: Spending plans for the next three months, middle-class, April 2014
                                                                    • Figure 21: Spending plans for the next three months, middle-class, April 2014 (continued)
                                                                • Appendix – Most Important Factors for a Happy Life

                                                                    • Figure 22: Most important factors for a happy life, April 2014
                                                                    • Figure 23: Most important factors for a happy life, by demographics, April 2014
                                                                    • Figure 24: Most important factors for a happy life, by demographics, April 2014 (Cont.)
                                                                    • Figure 25: Most important factors for a happy life, by demographics, April 2014 (Cont.)
                                                                    • Figure 26: Most important factors for a happy life, middle-class, April 2014
                                                                    • Figure 27: Most important factors for a happy life, middle-class, April 2014 (Cont.)
                                                                    • Figure 28: Most important factors for a happy life, middle-class, April 2014 (Cont.)
                                                                • Appendix – Shopping Attitudes and Habits

                                                                    • Figure 29: Shopping attitudes and habits, April 2014
                                                                    • Figure 30: Shopping attitudes and habits – Exclusivity makes a product more attractive (eg limited editions), by demographics, April 2014
                                                                    • Figure 31: Shopping attitudes and habits – I would spend a bit extra to keep up with the latest fashion, by demographics, April 2014
                                                                    • Figure 32: Shopping attitudes and habits – Compliments on my fashion makes me feel good about myself, by demography, April 2014
                                                                    • Figure 33: Shopping attitudes and habits – It’s important to have the latest gadgets (eg iPad, iPhone), by demographics, April 2014
                                                                    • Figure 34: Shopping attitudes and habits – Brands endorsed by celebrities I admire are more appealing to me than other brands, by demographics, April 2014
                                                                    • Figure 35: Shopping attitudes and habits – I would hide the fact that I buy value products (eg own label goods), by demographics, April 2014
                                                                    • Figure 36: Shopping attitudes and habits – Buying well-known brands makes me feel good about myself, by demographics, April 2014
                                                                    • Figure 37: Shopping attitudes and habits – I live within my means, by demographics, April 2014
                                                                    • Figure 38: Shopping attitudes and habits – I prefer to do my own thing, regardless of the current trends, by demographics, April 2014
                                                                    • Figure 39: Shopping attitudes and habits – I tend to buy small inexpensive items from luxury brands by demographics, April 2014
                                                                    • Figure 40: Shopping attitudes and habits – Special offers are attractive regardless of the brand, by demographics, April 2014
                                                                    • Figure 41: Shopping attitudes and habits – Exclusivity makes a product more attractive (eg limited editions), middle class, April 2014
                                                                    • Figure 42: Shopping attitudes and habits – I would spend a bit extra to keep up with the latest fashion, middle class, April 2014
                                                                    • Figure 43: Shopping attitudes and habits – Compliments on my fashion makes me feel good about myself, middle class, April 2014
                                                                    • Figure 44: Shopping attitudes and habits – It’s important to have the latest gadgets (eg iPad, iPhone), middle class, April 2014
                                                                    • Figure 45: Shopping attitudes and habits – Brands endorsed by celebrities I admire are more appealing to me than other brands, middle class, April 2014
                                                                    • Figure 46: Shopping attitudes and habits – I would hide the fact that I buy value products (eg own label goods), middle class, April 2014
                                                                    • Figure 47: Shopping attitudes and habits – Buying well-known brands makes me feel good about myself, middle class, April 2014
                                                                    • Figure 48: Shopping attitudes and habits – I live within my means, middle class, April 2014
                                                                    • Figure 49: Shopping attitudes and habits – I prefer to do my own thing, regardless of the current trends, middle class, April 2014
                                                                    • Figure 50: Shopping attitudes and habits – I tend to buy small inexpensive items from luxury brands, middle class, April 2014
                                                                    • Figure 51: Shopping attitudes and habits – Special offers are attractive regardless of the brand, middle class, April 2014
                                                                • Segmentation Analysis – Middle-class Shopping Attitudes and Habits

                                                                    • Figure 52: Segmentation groups, April 2014
                                                                    • Figure 53: Target groups, by demographics, April 2014
                                                                    • Figure 54: Current financial situation, by segmentation groups, April 2014
                                                                    • Figure 55: Spending plans for the next three months, by segmentation groups, April 2014
                                                                    • Figure 56: Most important factors for a happy life, by segmentation groups, April 2014
                                                                    • Figure 57: Attitudes toward shopping habits, by segmentation groups, April 2014

                                                                Companies Covered

                                                                To learn more about the companies covered in this report please contact us.

                                                                Marketing to the Middle Classes - Brazil - June 2014

                                                                £3,277.28 (Excl.Tax)