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Regional Lifestyles - Brazil - December 2013

"Companies and brands interested in competing in specific regional markets must be aware of what defines each region. The North-East is without a doubt one of the most interesting regions in terms of business investment and consumer demand, but it is also the region that most stands out in terms of consumers’ preferences and attitudes. In order to attract these consumers companies need to respect their culture and environment, offering affordable prices and more social interaction".

– Sheila Salina, Lifestyle Analyst

In this report we will discuss the following issues:

  • Is there a greater or lesser influence of regional brands/producers in different categories in different regions? What are the categories in which local brands stand out and why?
  • Which services, in each region, are more often used because of their location? And which services could be explored most efficiently?
  • What are the reasons behind Brazilians’ choice of where to live? What is the predominant lifestyle of each region? How can companies tap into regional profiles in order to increase their market penetration?
  • Is there a preference for regional producers, flavors, aromas and food brands? How relevant and how much does this influence consumption?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

          • The potential of local brands
            • Figure 1: Preference for local brand (brand, manufacturer or producer, chain franchise), in day-to-day purchases, October 2013
          • Reasons to live in each region
            • Figure 2: Reasons to keep living in their city/regions, October 2013
          • Most popular services
            • Figure 3: Facilities that would be used more if available near consumers' home, in the next 12 months, October 2013
          • What we think
            • Demographic profile of Brazilian regions
              • Figure 4: Demographic profile of Brazil, by region, 2012
              • Figure 5: Marital status of Brazilians, by region, 2010
              • Figure 6: Brazilian's current occupation and internet access, by region, October 2013
              • Figure 7: Living with parents, by region, October 2013
          • The Potential of Local Brands

            • Key points
              • Local brands of products that are less processed are more popular
                • Figure 8: Preference for local brand (brand, manufacturer or producer, chain franchise), in day-to-day purchases, October 2013
                • Figure 9: Preference for local brand (brand, manufacturer or producer, chain, franchise) in day-to-day purchases, by selected regions, October 2013
              • South-East and South regions have the highest levels of preference for national brands
                • Figure 10: Preference for brands available nationwide (brand, manufacturer or producer, chain, franchise), in day-to-day purchases, by selected regions, October 2013
              • Popularity of local brands in the categories of sweet and savory snacks and condiments and seasoning highlights distinct regional preferences
                • Figure 11: Preference for local brands (brand, manufacturer or producer, chain, franchise) in day-to-day purchases, selected categories, October 2013
                • Figure 12: Examples of seasonings with “regional” claims Brazil, 2011-13
                • Figure 13: Examples of butter-flavored cookies, Brazil, 2008-13
                • Figure 14: Examples of products with regional, premium and local claims, Brazil, 2010-13
              • There is a growing interest by consumers in the North-East and Central-West for clothes and accessories
                • Figure 15: Preference for local brands (brand, manufacturer or producer, chain, franchise) in day-to-day purchases, in clothing, accessories and footwear categories, October 2013
                • Figure 16: Preference for local brands (brand, manufacturer or producer, chain, franchise) in day-to-day purchases, in clothing, accessories and footwear categories, North-East region, selected demographics, October 2013
                • Figure 17: Preference for local brands (brand, manufacturer or producer, chain, franchise) in day-to-day purchases, in clothing, accessories and footwear categories, Central-West region, selected demographics, October 2013
            • Reasons to Live in Each Region

              • Key points
                • Family and work are the main motivations behind the choice of place to live, but they vary according to each region
                  • Figure 18: Reasons to keep living in the current city/region, October 2013
                  • Figure 19: Reasons to keep living in the current city/region, by region, October 2013
                • The South and Central-West regions are perceived as offering better quality of life
                  • Figure 20: Reason "Better quality of life for my family/children, compared to other cities", by region, October 2013
                  • Figure 21: Reasons for people to keep living in their current city/region, by selected regions, October 2013
                  • Figure 22: Examples of brands from South region using regional claims, Brazil, 2011-13
                • Sense of community is important to consumers in the North-East region
                  • Figure 23: Reason "There is a sense of community/local unity" to continue living in current city/region, by region, October 2013
                  • Figure 24: Reasons for people to keep living in their current city/region, by selected regions, October 2013
                  • Figure 25: Selected attitudes toward regional lifestyles, by selected regions, October 2013
                  • Figure 26: Examples of products using symbols of north-east region Brazil, 2011-13
                • Summary of the pros and cons of living in each region
                  • Figure 27: Summary of the main reasons to continue living in the current city/region, by region, October 2013
              • Most Popular Services

                • Key points
                  • Hypermarkets, supermarkets and shopping malls are the most popular places
                    • Figure 28: Facilities near home used in the last 12 months, October 2013
                    • Figure 29: Frequency of using shopping malls near home in the last 12 months, and frequency of using shopping malls, if closer to home, in the next 12 months, by socioeconomic groups, October 2013
                  • Similar to shopping malls, parks and green areas need to be closer and more convenient to consumers
                    • Figure 30: Facilities near home used in the last 12 months, selected, by region, October 2013
                  • If closer to home, shopping malls, cinemas and parks would be used more frequently
                    • Figure 31: Facilities that would be used more if near home, in the next 12 months, October 2013
                  • Cinemas would attract more customers in the North and North-East
                    • Figure 32: Frequency of using cinemas near home, in the last 12 months and declaration of frequency of using cinema, if closer to home, in the next 12 months, by region, October 2013
                  • The South and South-East regions are more interested in bars and restaurants compared to North and North-East
                    • Figure 33: Frequency of use of restaurants and bars near home in the last 12 months, and declared frequency of use of restaurants and bars, if near home, in the next 12 months, by selected regions, October 2013
                • Appendix – Preference by Brand Type

                    • Figure 34: Preference for brand type, October 2013
                    • Figure 35: Preference brand type – Foods items with a long shelf life (eg raw rice, canned food), by demographics, October 2013
                    • Figure 36: Preference for brand type – Sweet and savory snacks (eg potato chips), by demographics, October 2013
                    • Figure 37: Preference for brand type – Condiments and seasoning, by demographics, October 2013
                    • Figure 38: Preference for brand type – Ready to drink juices, by demographics, October 2013
                    • Figure 39: Preference for brand type – Processed meat, poultry and fish, by demographics, October 2013
                    • Figure 40: Preference for brand type – Dairy products, by demographics, October 2013
                    • Figure 41: Preference for brand type – Clothing, footwear and accessories , by demographics, October 2013
                    • Figure 42: Preference for brand type – Beauty Products (eg facial moisturizer), by demographics, October 2013
                    • Figure 43: Preference for brand type – Household cleaning products, by demographics, October 2013
                    • Figure 44: Preference for brand type – Local brand (brand, manufacturer or producer, chain, franchise) where the production comes from your region, by specific groups, October 2013
                    • Figure 45: Preference for brand type – Local brand (brand, manufacturer or producer, chain, franchise) where the production comes from your region, by custom demographics, October 2013
                • Appendix – Reasons for Choosing to Live in Current City/Region

                    • Figure 46: Reasons for choosing to live in current city/region, October 2013
                    • Figure 47: Reasons for choosing to live in current city/region, October 2013
                    • Figure 48: Reasons for choosing to live in current city/region, October 2013
                    • Figure 49: Reasons for choosing to live in current city/region, October 2013
                • Appendix – Facilities Near Home Used in the Last 12 Months

                    • Figure 50: Facilities near home used in the last 12 months, October 2013
                    • Figure 51: Facilities near home used in the last 12 months, October 2013
                    • Figure 52: Facilities near home used in the last 12 months, October 2013
                    • Figure 53: Facilities near home used in the last 12 months, October 2013
                • Appendix – Facilities That Would Be Used More If Closer to Home in the Next 12 Months

                    • Figure 54: Facilities that would be used more if closer to home in the next 12 months, October 2013
                    • Figure 55: Facilities that would be used more if closer to home in the next 12 months, October 2013
                    • Figure 56: Facilities that would be used more if closer to home in the next 12 months, October 2013
                    • Figure 57: Facilities that would be used more if closer to home in the next 12 months, October 2013
                • Appendix – Attitudes Toward Regional Lifestyles

                    • Figure 58: Attitudes toward regional lifestyles, October 2013
                    • Figure 59: Attitudes toward regional lifestyle – I prefer to eat typical flavors (eg dishes, fruit) from the region where I live, by demographics, October 2013
                    • Figure 60: Attitudes toward regional lifestyle – I would trust manufacturers/producers from the city/region where I live more than those from outside my region to produce safer products, by demographics, October 2013
                    • Figure 61: Attitudes toward regional lifestyles – I tend to trust global brands more than national brands, by demographics, October 2013
                    • Figure 62: Attitudes toward regional lifestyles – I would prefer to eat my local food (eg something that reminds me of my region) regardless of where I am currently living, by demographics, October 2013
                    • Figure 63: Attitudes toward regional lifestyles – I would prefer more local ingredients in the processed food that I buy, by demographics, October 2013
                    • Figure 64: Attitudes toward regional lifestyles – The culture (eg eating habits) of my city does not appeal to me, by demographics, October 2013
                    • Figure 65: Attitudes toward regional lifestyles – Flavors of my region/city remind me of my family, by demographics, October 2013
                    • Figure 66: Attitudes toward regional lifestyles – Foreign brands are superior in quality to local brands, by demographics, October 2013
                    • Figure 67: Attitudes toward regional lifestyles – Seeing symbols of my region elsewhere makes me proud, by demographics, October 2013
                    • Figure 68: Attitudes toward regional lifestyle – I tend to prefer the cultural influence from the US (eg hamburgers, clothing), by demographics, October 2013

                Companies Covered

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                Regional Lifestyles - Brazil - December 2013

                £3,174.67 (Excl.Tax)