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Sustainable Lifestyles - Brazil - August 2016

“Brazilians are more conscious about the negative impacts their actions could have on the environment. While they are demanding more sustainable actions from companies, they are also cash-strapped and in many cases not willing to pay more for green/ethical products or looking for extra benefits that justifies the higher price of many of these products.”

– Renata Pompa de Moura, Research Manager

This report looks at the following areas:

  • How to convince lower income consumer to buy greener products
  • Durability: an important factor for ethical/green buyers
  • Making sustainable practices visible to consumers who cook at home

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The consumer
            • Recyclable packaging the leading type of product purchased
              • Figure 1: Purchases of sustainable products, June 2016
            • Higher interest in sustainable products when price and quality matches standard variety
              • Figure 2: Green/ethical considerations, July 2016
            • Females try to recycle more than males
              • Figure 3: Attitudes toward green/ethical, June 2016
            • Good for the environment: main motivator
              • Figure 4: Motivations to purchase sustainable/environmentally friendly products, June 2016
            • What we think
            • Issues and Insights

              • How to convince lower income consumer to buy greener products
                • The facts
                  • The implications
                    • Durability: an important factor for ethical/green buyers
                      • The facts
                        • The implications
                          • Making sustainable practices visible to consumers who cook at home
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • The 2015 spike on energy bills
                                  • Food prices drive up inflation
                                    • Millions of Brazilians suffering with unemployment and lower incomes
                                      • Selective waste collection program still rare in Brazilian cities
                                      • Market Drivers

                                        • Energy prices skyrocketed in 2015
                                          • Food prices drive up inflation on July 2016
                                            • Figure 5: Monthly IPCA rate, August 2015-July 2016
                                          • Unemployment reaches a record of 11.4 million Brazilians
                                            • Figure 6: Unemployment rate in moving quarters, 2015 and 2016
                                          • Recycling rates thanks to garbage collector cooperatives
                                            • Figure 7: Cities with and without selective waste collection in Brazil, in %, 2014
                                        • The Consumer – What You Need to Know

                                          • Energy-efficient products: more appealing to males
                                            • Charity and animal welfare targeting females aged 25-34
                                              • Quality: an important factor for food and drink ethical buyers
                                                • Males want incentives to recycle
                                                  • Consumers 55+ tend to look for companies’ good actions
                                                    • Targeting consumers 35-44 with waste reduction initiatives
                                                    • The Consumer – Purchases of Sustainable Products

                                                      • Recyclable packaging the leading type of product purchased
                                                        • Figure 8: Purchases of sustainable products, June 2016
                                                        • Figure 9: Launches of products* with environmental/ethical claims, by claim category, 2014-July 2016
                                                      • Males more likely to buy energy-efficient products
                                                        • Figure 10: Purchases of energy-efficient products, by gender, June 2016
                                                        • Figure 11: Purchases of energy-efficient products, by age groups of males, June 2016
                                                      • Seniors search for ingredients less harmful to the environment
                                                          • Figure 12: Purchases of products that do not contain ingredients which are harmful to the environment, by age group, June 2016
                                                        • Females 25-34 most likely to focus on charity and animal welfare
                                                            • Figure 13: Agreement with purchases of “products that include a donation to charity” and “products that are not tested in animals,” by age and gender, June 2016
                                                        • The Consumer – Green/Ethical Considerations

                                                          • Higher interest in sustainable products when price and quality matches standard variety
                                                              • Figure 14: Green/ethical considerations, July 2016
                                                            • Quality matters for food and drink ethical buyers
                                                              • Males 25-34: willing to pay more for a green dining experience
                                                                  • Figure 15: Agreement with the consideration “the ethical/environmentally friendly product/service has a higher price and is of the same quality as standard ones” in food and drink out of home purchases, by age group and gender, July 2016
                                                              • The Consumer – Attitudes toward Green/Ethical

                                                                • Females try to recycle more than males
                                                                  • Figure 16: Attitudes toward green/ethical, June 2016
                                                                  • Figure 17: Agreement with the statement “I try to recycle as much as possible,” by gender, June 2016
                                                                • While males look for more incentives to recycle
                                                                    • Figure 18: Agreement with the statement “I would recycle more if there was more of an incentive (eg cash back, loyalty points, discounts),” by gender and age group, June 2016
                                                                  • Bans on plastic bags are stimulating the use of own bags when shopping
                                                                      • Figure 19: Agreement with the statement “I use my own bags when I go shopping,” by city, June 2016
                                                                    • Consumers over 55 tend to look for company´s good actions
                                                                        • Figure 20: Agreement with the statement “I prefer to buy from companies that give something back to society,” by age group, June 2016
                                                                    • The Consumer – Motivations to Purchase Sustainable Products

                                                                      • Good for the environment: main motivator
                                                                          • Figure 21: Motivations to purchase sustainable/environmentally friendly products, June 2016
                                                                        • Waste reduction: targeting consumers 35-44
                                                                            • Figure 22: Agreement with “I do not like to waste” as a motivation to purchase sustainable/environmentally friendly products, by age group, June 2016
                                                                          • Half of consumers feel good about preserving the environment
                                                                            • Males: more inclined to set a good example for children
                                                                                • Figure 23: Agreement with “I want to set a good example for my children” as a motivation to purchase sustainable/environmentally friendly products, by gender, June 2016
                                                                            • Appendix – Abbreviations

                                                                              • Abbreviations

                                                                              Companies Covered

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

                                                                              Sustainable Lifestyles - Brazil - August 2016

                                                                              US $3,995.00 (Excl.Tax)