Brazilian Lifestyles 2014: Changing Consumption Habits - April 2014
“While many developed countries are still recovering from the 2008 global financial crisis, the Brazilian economy has been growing since 2010, driven by domestic demand, more specifically by middle-class families. If 2011 was a year of balanced development, with government measures to leverage this consumption, in 2012, at the height of this process, investors’ fears of payment default started being reflected in rising interest rates, prices, and strict payment installments on purchases of new items. In 2013, this scenario of mistrust began to be overturned. Purchase incentives stopped, giving way to attempts to renegotiate accumulated debt, with realistic repayment conditions. As a result, consumption by families slowed down,the extra spending was focused mainly on basic necessity items, and spending on leisure was limited to fewer options, of high indulgence.”
– Sheila Salina, Lifestyle Analyst
This report describes the 2013 economic situation from consumers’ point of view. Faced with an austere scenario (compared to the last two years), which categories stood out in terms of Brazilian consumers’ preference? Medium-term outlook shows that there is some potential for small to medium value household items, as well as short duration leisure activities.
This report deals with expenditure on 2013 main consumption categories, and tries to understand the reasons behind Brazilians’ purchases and how they prioritize what is left of their budget, after spending on basic necessity items.
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