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Marketing to the Middle Classes - Brazil - March 2013

“This group is often called ‘emerging,’ in the sense that these consumers have a great potential for purchasing value-added products and services in addition to regular ones. However, with so many possibilities of making their ‘consumption dreams’ come true, the majority of Brazilians today are in debt, with big parts of their incomes tied to debt repayments. The next stage for them will be financial awareness and organization.”

– Sheila Salina, Senior Lifestyle Analyst

This report will answer the following questions:

  • What are the work situation and income prospects of consumers from socioeconomic group C?
  • What are the reasons behind the lack of skilled workers in the job market?
  • What are the main leisure and entertainment activities of consumers from this socioeconomic group?
  • What do consumers from this socioeconomic group plan to buy in the short and long terms?
  • How is their current financial situation and what can be done for consumption levels to be maintained?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The issues
              • Young people from socioeconomic group C and the Brazilian job market
                • Figure 1: Current full-time work situation (employed and self-employed), by selected socioeconomic groups and age, November 2012
              • Entertainment and leisure of socioeconomic group C
                • Figure 2: Frequency of doing various leisure activities by socioeconomic group C, November 2012
              • What consumers from socioeconomic group C want to buy
                  • Figure 3: Investment plans by socioeconomic group C, over the next three months, November 2012
                • Financial situation of socioeconomic group C
                  • Figure 4: Current financial situation, by socioeconomic groups, November 2012
                • What we think
                • Young People From Socioeconomic Group C and the Brazilian Job Market

                  • Key points
                    • Income and employment profile of socioeconomic group C
                      • Figure 5: Brazilian socioeconomic groups, 1993, 1995, 2003 and 2011
                      • Figure 6: Proportion of adults in full-time employment, by socioeconomic groups, November 2012
                      • Figure 7: New jobs created in Brazil, 1995-2011
                      • Figure 8: Highest education level, by socioeconomic groups, November 2012
                      • Figure 9: Percentage of people in work with 11 or more years of education, 2001-11
                    • Lack of qualified professionals creates opportunities for students and new graduates from socioeconomic group C
                      • Figure 10: Agreement with statement “the lack of qualified workers is a problem for your company,” January 2011
                    • Young people from socioeconomic group C want to invest in their professional education
                      • Figure 11: Education level, by selected socioeconomic groups and age, November 2012
                      • Figure 12: Short- and long-term investment in education courses, socioeconomic group C, by selected age groups, November 2012
                    • Technology and entertainment supporting education
                      • Figure 13: Devices used to access the internet, by selected age and gender groups, November 2012
                  • Entertainment and Leisure of Socioeconomic Group C

                    • Key points
                      • The feeling of working too much generates little interest in leisure
                        • Figure 14: Attitudes toward work routine, by socioeconomic groups, November 2012
                      • Leisure activities at home are the preferred ones
                        • Figure 15: Frequency of various leisure activities for socioeconomic group C, November 2012
                      • Socioeconomic group C outings: shopping malls and public leisure centers
                        • Figure 16: Leisure activities by frequency “occasionally (at least once a month),” November 2012
                      • Leisure activities must be affordable and involve the whole family
                      • What Consumers From Socioeconomic Group C Want to Buy

                        • Key points
                          • Consumers from socioeconomic group C compare prices and look for offers on the internet
                            • Figure 17: Any purchase frequency on group buying websites, by selected socioeconomic groups, November 2012
                          • Short-term investments of socioeconomic group C: savings, home, education, smartphones
                            • Figure 18: Spending plans of socioeconomic group C over the next three months, November 2012
                            • Figure 19: Spending plans of socioeconomic group C over the next three months, by age groups, November 2012
                          • High aspiration for smartphone ownership
                            • Long-term investments of socioeconomic group C: vacation trips, new house, new car
                              • Figure 20: Spending plans of socioeconomic group C over the next year, November 2012
                            • Home ownership is high on the list of priorities
                              • Changes in supermarket shopping—more value for money
                                  • Figure 21: Volume and value sales of total and extruded salty snacks, 2007-11
                              • Financial Situation of Socioeconomic Group C

                                • Key points
                                  • Not much left after the basics are taken care of
                                    • Figure 22: Current financial situation, by socioeconomic group, November 2012
                                    • Figure 23: Percentage of families in debt *, February 2012-February 2013
                                    • Figure 24: Current financial situation for socioeconomic group C, by age group, November 2012
                                  • The need to save is high
                                    • Figure 25: Intent to invest in financial investment plans, by socioeconomic groups, November 2012:
                                  • Consumption can be maintained through more simple financing, such as consortiums
                                  • Appendix – Consumer Data

                                    • Current work situation
                                      • Figure 26: Current work situation, November 2012
                                      • Figure 27: Current work situation, by demographics, November 2012
                                      • Figure 28: Current work situation, by demographics, November 2012
                                      • Figure 29: Employment status by age and social grade, November 2012
                                    • Attitudes toward work routine and professional life
                                      • Figure 30: Attitudes toward work routine and professional life, November 2012
                                      • Figure 31: Attitudes toward work routine and traveling to and from work, by demographics, November 2012
                                      • Figure 32: Attitudes toward work/personal life balance and appreciation at work, by demographics, November 2012
                                      • Figure 33: Attitudes toward work and time spent with family, by demographics, November 2012
                                      • Figure 34: Attitudes toward stress and time spent with family vs. salary, by demographics, November 2012
                                      • Figure 35: Attitudes toward investing in professional training, by demographics, November 2012
                                      • Figure 36: Attitudes toward satisfaction with professional life and difficulty in “switching off” after work, by demographics, November 2012
                                      • Figure 37: Attitudes to work routine & professional life, by gender and social grade/age and social grade, November 2012
                                      • Figure 38: Attitudes to work routine & professional life, by gender and social grade/age and social grade, November 2012
                                      • Figure 39: Attitudes to work routine & professional life, by gender and social grade/age and social grade, November 2012
                                    • Financial situation
                                      • Figure 40: Financial situation, November 2012
                                      • Figure 41: Financial situation, by demographics, November 2012
                                    • Financial situation compared to a year ago
                                      • Figure 42: Financial situation compared to a year ago, November 2012
                                      • Figure 43: Financial situation compared to a year ago, by demographics, November 2012
                                    • Investment plans
                                      • Figure 44: Investment plans, November 2012
                                      • Figure 45: Investment plans, by financial situation, November 2012
                                      • Figure 46: Planned investments, by gender and social grade/age and social grade, November 2012
                                      • Figure 47: Planned investments, by gender and social grade/age and social grade, November 2012
                                      • Figure 48: Planned investments, by gender and social grade/age and social grade, November 2012
                                      • Figure 49: Planned investments, by gender and social grade/age and social grade, November 2012
                                      • Figure 50: Investment plans, by demographics, spend money on my home, November 2012
                                      • Figure 51: Investment plans, buy/replace major household appliances, by demographics, November 2012
                                      • Figure 52: Investment plans, buy/replace car, by demographics, November 2012
                                      • Figure 53: Investment plans, buying/replace computer, by demographics, November 2012
                                      • Figure 54: Investment plans, buying/replace smartphone, by demographics, November 2012
                                      • Figure 55: Investment plans, professional education, by demographics, November 2012
                                      • Figure 56: Investment plans, vacation trip, by demographics, November 2012
                                      • Figure 57: Investment plans, buy/move house, by demographics, November 2012
                                      • Figure 58: Investment plans, financial investment, by demographics, November 2012
                                      • Figure 59: Investment plans, buy/replace electrical equipment, by demographics, November 2012
                                    • Leisure activities
                                      • Figure 60: Attitudes toward leisure activities, November 2012
                                      • Figure 61: Leisure activities, by financial situation, November 2012
                                      • Figure 62: Attitudes toward leisure activities, eating out at a restaurant, by demographics, November 2012
                                      • Figure 63: Attitudes toward leisure activities, going to bars/pubs, by demographics, November 2012
                                      • Figure 64: Attitudes toward leisure activities, going to the cinema, by demographics, November 2012
                                      • Figure 65: Attitudes toward leisure activities, going to the theater/musical/opera, by demographics, November 2012
                                      • Figure 66: Attitudes toward leisure activities, going to sport events, by demographics, November 2012
                                      • Figure 67: Attitudes toward leisure activities, going to music concerts, by demographics, November 2012
                                      • Figure 68: Attitudes toward leisure activities, short trips, by demographics, November 2012
                                      • Figure 69: Attitudes toward leisure activities, visiting natural/cultural places, by demographics, November 2012
                                      • Figure 70: Attitudes toward leisure activities, doing DIY/home improvements, by demographics, November 2012
                                      • Figure 71: Attitudes toward leisure activities, shopping/going to a shopping mall, by demographics, November 2012
                                      • Figure 72: Attitudes toward leisure activities, going to a public leisure center, by demographics, November 2012
                                      • Figure 73: Attitudes toward leisure activities, barbecue with family/friends, by demographics, November 2012
                                      • Figure 74: Attitudes toward leisure activities, watching TV/DVD, by demographics, November 2012
                                      • Figure 75: Leisure activities, by gender and social grade/age and social grade, November 2012
                                      • Figure 76: Leisure activities, by gender and social grade/age and social grade, November 2012
                                      • Figure 77: Leisure activities, by gender and social grade/age and social grade, November 2012
                                    • Internet access
                                      • Figure 78: Internet access, November 2012
                                      • Figure 79: Internet access by demographics, November 2012
                                    • Demographics
                                      • Figure 80: Education level, by demographics, November 2012
                                      • Figure 81: Children in household, by demographics, November 2012
                                      • Figure 82: Household product ownership, by demographics, November 2012
                                      • Figure 83: Education level, by age and social grade, November 2012

                                  Companies Covered

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                                  Marketing to the Middle Classes - Brazil - March 2013

                                  £3,174.67 (Excl.Tax)