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Marketing to the Middle Classes - Brazil - November 2015

"Middle class consumers are still the target of companies operating in Brazil, who compete among each other for the opportunity to increase their sales volume, especially in difficult times when most consumers are purchasing the same or less than a year ago. Inflation and rising unemployment are holding back consumption."

– Andre Euphrasio, Research Analyst

This report covers the following issues:

  • Opportunities to help the middle class achieve a healthy lifestyle
  • Providing the middle class with sporting and leisure activities
  • Targeting premium products at the middle class

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Table of contents

  1. Overview

    • What you need to know 
      • Definition
      • Executive Summary

          • The market
            • Figure 1: Percentage variation in the quarter compared to the same quarter in the previous year
          • The consumer
            • Consumers are buying less in all categories
              • Figure 2: Changes in volume purchased, September 2015
            • Shopping around is an important shopping habit
              • Figure 3: Shopping habits of middle class consumers, by age, September 2015
            • Protecting the environment is a high priority
              • Figure 4: Attitudes toward lifestyle, by socioeconomic group, September 2015
            • Middle class consumers are relying more on credit cards but not switching to cheaper services
              • Advertising on social networks is more welcome compared to ads on regular websites
                • Figure 5: Attitudes toward advertisements, by age, September 2015
              • What we think
              • Issues and Insights

                • Opportunities to help the middle class achieve a healthy lifestyle
                  • The facts
                    • The implications
                      • Providing the middle class with sporting and leisure activities
                        • The facts
                          • The implications
                            • Targeting premium products at the middle class
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Market Drivers

                                    • A falling GDP
                                      • Figure 6: Percentage variation in the quarter compared to the same quarter in the previous year
                                    • Inflation peaks in Q1 of 2015
                                      • Figure 7: IPCA monthly change, in %, August 2014-September 2015
                                    • Unemployment keeps rising
                                      • Interest rate rises to hold back consumption
                                        • Figure 8: SELIC prime interest rate, annual percentage, September 2014-July 2015
                                      • Consumers’ trust in the economy reaches the lowest level
                                      • The Consumer – What You Need to Know

                                        • Consumers are buying less in all categories
                                          • Food in general is suffering less
                                            • Shopping around is an important shopping habit for middle class consumers
                                              • Protecting the environment is a high priority
                                                • Middle class consumers are relying more on credit cards but not switching to cheaper services
                                                  • Advertising on social networks are more welcoming compared to ads on regular websites
                                                    • Ads are a way to keep consumers informed about special offers
                                                    • Changes in Volume Purchased

                                                      • Consumers are buying less in all categories
                                                        • Food and drink is the main group which consumers are buying more
                                                          • Daily life is the group suffering the most
                                                              • Figure 9: Changes in volume purchased, September 2015
                                                            • As for those purchasing more, young consumers stand out in all categories
                                                              • Figure 10: Changes in volume purchased, by age, September 2015
                                                          • Shopping Habits

                                                            • Shopping around is an important shopping habit
                                                              • Keeping consumers instead of letting them shop around
                                                                • Figure 11: Shopping habits of middle class consumers, by age, September 2015
                                                                • Figure 12: Shopping habits, by socioeconomic group, September 2015
                                                              • Card benefits not used as much by C12 consumers as ABs
                                                                  • Figure 13: Shopping habits, by socioeconomic group, September 2015
                                                                • Internet deals and coupons are still only used by a minority
                                                                  • Figure 14: Shopping habits, by socioeconomic group, September 2015
                                                              • Attitudes towards Lifestyle

                                                                • Consumers are engaged in protecting the environment
                                                                  • Figure 15: Products using material from responsible sources in their packaging, Brazil
                                                                  • Figure 16: Attitudes toward lifestyle, by socioeconomic group, September 2015
                                                                • Middle class consumers are relying more on credit cards but not switching to cheaper services
                                                                  • Figure 17: Attitudes toward lifestyle, by socioeconomic group, September 2015
                                                              • Attitudes towards Advertisements

                                                                • Advertising on social networks are more welcoming compared to regular websites
                                                                    • Figure 18: Attitudes toward advertisements, by age, September 2015
                                                                    • Figure 19: Attitudes toward advertisements, by socioeconomic group, September 2015
                                                                  • Traditional advertising is still key for the middle class
                                                                    • Figure 20: Attitudes toward advertisements, by socioeconomic group C12, September 2015
                                                                    • Figure 21: Attitudes toward advertisements, by socioeconomic group, September 2015
                                                                  • Ads are a way to keep consumers informed about special offers
                                                                    • Keeping advertising diversified
                                                                      • Grabbing the consumers’ attention via interaction
                                                                          • Figure 22: Attitudes toward advertisements, by socioeconomic group, September 2015
                                                                        • Boosting sales with free samples and trialing
                                                                            • Figure 23: Attitudes toward advertisements, by socioeconomic group, September 2015
                                                                        • Appendix – Methodology and Definitions

                                                                          • Abbreviations

                                                                          Companies Covered

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

                                                                          Marketing to the Middle Classes - Brazil - November 2015

                                                                          £3,199.84 (Excl.Tax)