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Description

Description

“This year has been full of uncertainties for Brazil. Waiting for significant economic reforms, such as the pension system, which is still under discussion in Congress, companies have postponed investments, delaying the creation of jobs and the gradual recovery of the economy. Companies should keep following the strategies that have been successful in recent years and at the same time open the possibility for new products and services to be offered. Despite the difficult scenario, consumers are optimistic about the future, and some of them are likely to start buying more expensive products again.”

- Marina Ferreira, Research Analyst

This Report investigates the following issues for Brazil and their impact on Brazilians’ lifestyles:

  • Brazil’s economy and impactful factors over it
  • Education levels and the consequences of an aging population
  • Categories overview: what happened and what’s next for food (in and out of home), non-alcoholic beverages, alcoholic beverages (at home and on premise), health and wellbeing and personal finance
  • Brazilians’ financial situation and expectation for the future
  • Expectations about the country’s situation
  • Behaviors toward relationship with brands
  • Purchase behavior in past 12 months and over next 12 months

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Economy
            • Brazil’s economy risks ‘technical recession’ in 2019
              • Population is divided about the country’s future when it comes to the prices of products and services
                • Brazilians are optimistic about their future financial situation, but recovering pre-recession levels of consumption is unlikely
                  • New rules are expected to facilitate the access to credit for consumers with good payment history and can heat the market
                    • Food and drinks
                      • Food and drinks that offer physical and emotional benefits should grow in Brazil
                        • Restaurants have the challenge of attracting consumers in a scenario of insecurity, expansion of delivery services and high prices
                          • Concerns over sustainability should impact the market of food and drinks
                            • Beverage sector can invest in products positioned for different consumer segments
                              • Beauty and personal care
                                • Natural ingredients should be even more present in products’ formulations
                                  • Technology becomes indispensable for beauty brands to get closer to their customers
                                    • Premium beauty and personal care products have the opportunity to increase their presence in the North region
                                      • Demography
                                        • Pension reform may boost financial services for the elderly
                                          • What we think
                                          • Brazil Today – What You Need to Know

                                            • Brazil’s economy risks “technical recession” in 2019
                                              • Approximately seven out of 10 Brazilians won’t contribute to the pension system in 2060
                                              • The Economy

                                                • Brazil’s economy risks “technical recession” in 2019
                                                  • Figure 1: Brazil’s GDP variation by quarter
                                                • Unemployment rate remains high and increases the number of informal workers
                                                  • Figure 2: Informal workers aged 14+ (excluding domestic workers) – Brazil, 2013-18
                                                • One of the main inflation drivers in 2018, truck drivers’ strike may have a new episode in 2019
                                                  • Figure 3: Extended National Consumer Price Index – Variation accumulated in 2018
                                              • The Population

                                                • Educational levels have been rising in Brazil and may increase the purchasing power of the population in the future
                                                  • Figure 4: Distribution of people aged 14+ by level of education – Brazil, 2016-17
                                                  • Figure 5: Average hourly earnings in the main job by level of education – Brazil, 2017
                                                • Approximately seven out of 10 Brazilians won’t contribute to the pension system in 2060
                                                • Categories Overview – Food: In-home and Out-of-home

                                                    • What you need to know
                                                      • What we think
                                                        • Highlights
                                                          • Brazilians see food as a way of improving their physical and emotional wellbeing
                                                            • Brazilians have been more interested in alternatives to animal meat
                                                              • Figure 6: Environmental impact: Beyond Burger vs. animal meat hamburger
                                                            • Diversification can further expand delivery services
                                                              • Figure 7: Taco Bell’s Party Packs
                                                            • Interaction between brands and categories brings innovative textures and flavors to the market
                                                                • Figure 8: Kit Kat Burrito
                                                              • Challenges
                                                                • Despite health concerns, Brazilians find it difficult to keep healthy habits
                                                                  • Figure 9: Desrotulando app
                                                                • New nutritional labeling rules and agreements aimed at reducing sugar and sodium levels impose the challenge of maintaining the flavor for indulgent categories
                                                                  • Figure 10: Models of nutritional labeling being evaluated by Anvisa
                                                                  • Figure 11: Arcor campaign
                                                                • Restaurants have the challenge of attracting consumers in a scenario of insecurity, expansion of delivery services and high prices
                                                                    • Figure 12: Namakura.ke dishes and cocktails
                                                                  • The future
                                                                    • Concerns over sustainability should impact the market when it comes to food waste
                                                                        • Figure 13: The Surplus Food Karma app
                                                                        • Figure 14: Wasteless Sell More
                                                                      • After delivery services, “grab-and-go” format seems to be the next step when offering convenience to consumers
                                                                        • Figure 15: Burger King Express
                                                                        • Figure 16: Zaitt store in São Paulo
                                                                        • Figure 17: Ofner To Go Mustard Baguette
                                                                      • As Brazilians are living longer, brands and companies can stimulate the consumption of healthy food and drinks focused on prevention and long-term benefits
                                                                        • Key consumer findings
                                                                        • Categories Overview – Non-alcoholic Drinks

                                                                            • What you need to know
                                                                              • What we think
                                                                                • Highlights
                                                                                  • Industry focuses on functional benefits to boost consumption of non-alcoholic drinks
                                                                                    • Drinks with high content of protein stand out in the national market
                                                                                      • Figure 18: Launches of non-alcoholic drinks* with high-protein content – Worldwide, 2014-18
                                                                                    • Categories seen as less healthy have invested in seasonal drinks and limited editions to retain customers
                                                                                      • Challenges
                                                                                        • Agreement aimed at reducing sugar content brings challenges to the sector
                                                                                          • Figure 19: Sprite campaign
                                                                                          • Figure 20: Coca-Cola campaign
                                                                                        • Brands and companies need to be more transparent about ingredients, origins and production methods
                                                                                          • Figure 21: Tetra Pak app
                                                                                        • Ban on plastic straws is contributing to change the consumer behavior toward sustainability
                                                                                            • Figure 22: Água da Pedra campaign
                                                                                          • The future
                                                                                            • Organic drinks should gain space as discussions about pesticides grow
                                                                                              • Healthy drinks aimed at children can have a boom in the coming years
                                                                                                • Visual aspect will be increasingly valued in the drinks sector
                                                                                                    • Figure 23: Gold Brew Nitro campaign
                                                                                                    • Figure 24: Batch Organics cup
                                                                                                  • Key consumer findings
                                                                                                  • Categories Overview – Alcoholic Drinks at Home and On-premise

                                                                                                      • What you need to know
                                                                                                        • What we think
                                                                                                          • Highlights
                                                                                                            • Brands are investing in extensions to other categories and licensing to attract new audiences
                                                                                                              • Craft beer brands acquired by major manufacturers are investing in immersive experiences to keep their value
                                                                                                                  • Figure 25: Colorado’s Bar do Urso
                                                                                                                  • Figure 26: Colorado’s products
                                                                                                                • Growing consumption of alcoholic drinks among women is an opportunity for the market
                                                                                                                  • Figure 27: Percentage of women aged 18+ who have consumed four or more doses of alcoholic drinks on a single occasion in the previous month, by age – Brazil, 2013-17
                                                                                                                  • Figure 28: Beer campaign
                                                                                                                  • Figure 29: Cervejaria Feminista’s beers
                                                                                                                • Challenges
                                                                                                                  • Economic instability and low purchasing power of the population affect the price of alcoholic drinks
                                                                                                                    • Figure 30: Purchase behavior in past 12 months – Brazil, March 2019
                                                                                                                    • Figure 31: Extended National Consumer Price Index – Variation accumulated in 2018 – Specific sectors
                                                                                                                  • Aging population represents a barrier to the consumption of alcoholic drinks
                                                                                                                    • The future
                                                                                                                      • Segmenting alcoholic drinks for different consumption occasions at home is an opportunity for the sector
                                                                                                                        • Consumers have an interest in becoming experts in their favorite alcoholic drinks
                                                                                                                            • Figure 32: Eisenbahn reality show
                                                                                                                          • Key consumer findings
                                                                                                                          • Categories Overview – Health and Wellbeing

                                                                                                                              • What you need to know
                                                                                                                                • What we think
                                                                                                                                  • Highlights
                                                                                                                                    • Technology becomes indispensable for brands to get closer to their customers
                                                                                                                                        • Figure 33: Sense.ly chatbot
                                                                                                                                        • Figure 34: Florence chatbot
                                                                                                                                      • Mobile phones can become the main device to purchase products
                                                                                                                                        • Aging population brings many opportunities to the market
                                                                                                                                          • Challenges
                                                                                                                                            • Beauty and personal care products should focus on sustainability
                                                                                                                                                • Figure 35: Angle Razor, UK
                                                                                                                                              • Natural ingredients should be even more present in products’ formulations
                                                                                                                                                • The future
                                                                                                                                                  • Products that protect the skin against external aggressors will stand out
                                                                                                                                                    • Updating social media and thinking about the visual aspect of the products should become part of the routine of all companies of the segment
                                                                                                                                                      • Figure 36: Charlotte Tilbury, London
                                                                                                                                                    • Key consumer findings
                                                                                                                                                    • Categories Overview – Personal Finance

                                                                                                                                                        • What you need to know
                                                                                                                                                          • What we think
                                                                                                                                                            • Highlights
                                                                                                                                                              • New rules are expected to facilitate the access to credit for consumers with good payment history and can heat the market
                                                                                                                                                                • Traffic jams and fuel’s price may be contributing to increase the demand for transport alternatives
                                                                                                                                                                    • Figure 37: Bike Itaú
                                                                                                                                                                    • Figure 38: Yellow bikes
                                                                                                                                                                    • Figure 39: Movida bikes
                                                                                                                                                                  • Education spending freeze can encourage private companies that operate in the sector of distance learning
                                                                                                                                                                      • Figure 40: Cruzeiro do Sul University distance graduation fees
                                                                                                                                                                      • Figure 41: Anhanguera University fee
                                                                                                                                                                      • Figure 42: Uninove distance learning fee
                                                                                                                                                                    • High number of “app drivers” transforms Brazil’s automotive market
                                                                                                                                                                      • Figure 43: Uber partnership with car rental companies
                                                                                                                                                                      • Figure 44: Localiza Driver
                                                                                                                                                                    • Challenges
                                                                                                                                                                      • High dollar imposes barriers to the purchase of imported products
                                                                                                                                                                        • Figure 45: Average R$/US$ commercial exchange rate (sales value), January 2013-January 2019
                                                                                                                                                                        • Figure 46: PayPal prepaid card
                                                                                                                                                                      • The future
                                                                                                                                                                        • Cashless payments should become more present in the market
                                                                                                                                                                            • Figure 47: Itaú partnership with Apple Pay
                                                                                                                                                                          • Key consumer findings
                                                                                                                                                                          • The Consumer – What You Need to Know

                                                                                                                                                                            • Brazilians aged 45-54 are more likely to feel their financial situation is much worse
                                                                                                                                                                              • Millennials are more confident their financial situation will improve in the short term, which can boost premium products
                                                                                                                                                                                • Brazilians are afraid of losing their social security rights
                                                                                                                                                                                  • Brazilians are still little engaged with initiatives that involve brands
                                                                                                                                                                                    • Brazilians hold consumption of nonessential food back to avoid changing brands and categories
                                                                                                                                                                                      • Premium beauty and personal care products have the opportunity to increase their presence in the North region
                                                                                                                                                                                      • Current Financial Situation

                                                                                                                                                                                        • Almost a third of Brazilians feel their financial situation is worse
                                                                                                                                                                                          • Figure 48: Current financial situation, by type of situation – Brazil, March 2019
                                                                                                                                                                                        • Brazilians aged 45-54 are more likely to feel their financial situation is much worse
                                                                                                                                                                                          • Figure 49: Current financial situation, by age – Brazil, March 2019
                                                                                                                                                                                          • Figure 50: Santander Duo account
                                                                                                                                                                                          • Figure 51: SumUp solution
                                                                                                                                                                                      • Financial Situation over the Next 12 Months

                                                                                                                                                                                        • Brazilians are optimistic about their personal finances but worried about the stagnation of the purchasing power
                                                                                                                                                                                          • Figure 52: Financial situation over the next 12 months – Brazil, March 2019
                                                                                                                                                                                          • Figure 53: Kimberly Clark campaign
                                                                                                                                                                                        • Millennials are more confident their financial situation will improve in the short term, which can boost premium products
                                                                                                                                                                                          • Figure 54: Financial situation over next 12 months, by generation – Brazil, March 2019
                                                                                                                                                                                      • Expectations about the Country’s Situation

                                                                                                                                                                                        • Brazilians are afraid of losing their social security rights
                                                                                                                                                                                          • Figure 55: Expectations about the country’s situation – Brazil, March 2019
                                                                                                                                                                                          • Figure 56: One Reverse Mortgage calculator
                                                                                                                                                                                        • Population is divided about the country’s future when it comes to the prices of products and services
                                                                                                                                                                                          • Figure 57: Expectations about the country’s situation – Brazil, March 2019
                                                                                                                                                                                          • Figure 58: Bike Itaú campaign
                                                                                                                                                                                        • Young men believe average salaries will improve in the coming years
                                                                                                                                                                                          • Figure 59: Expectations about the country’s situation, by gender and age – Brazil, March 2019
                                                                                                                                                                                      • Behaviors toward Relationship with Brands

                                                                                                                                                                                        • Brazilians are still little engaged in initiatives that involve brands
                                                                                                                                                                                          • Figure 60: Behaviors toward relationship with brands – Brazil, March 2019
                                                                                                                                                                                          • Figure 61: AMA water
                                                                                                                                                                                          • Figure 62: AMA partnership with Rappi
                                                                                                                                                                                        • Complaining about a brand on social media is a behavior present in all generations
                                                                                                                                                                                          • Figure 63: Behaviors toward relationship with brands, by generation – Brazil, March 2019
                                                                                                                                                                                          • Figure 64: Nubank NuCommunity
                                                                                                                                                                                          • Figure 65: Nubank comparison
                                                                                                                                                                                        • Brands need to think how C12 and DE consumers access their content
                                                                                                                                                                                          • Figure 66: Behaviors toward relationship with brands, by socioeconomic group – Brazil, March 2019
                                                                                                                                                                                          • Figure 67: Differences between Uber and Uber Lite apps
                                                                                                                                                                                      • Purchase Behavior in Past 12 Months

                                                                                                                                                                                        • Consumers prioritize price when buying primary food products
                                                                                                                                                                                          • Figure 68: Purchase behavior in past 12 months – Brazil, March 2019
                                                                                                                                                                                        • Brazilians hold consumption of nonessential food back to avoid changing brands and categories
                                                                                                                                                                                          • Figure 69: Purchase behavior in past 12 months – Brazil, March 2019
                                                                                                                                                                                          • Figure 70: Bacio di Latte loyalty program
                                                                                                                                                                                        • Consumers whose financial situation has improved have purchased from a brand they haven’t bought in a long time
                                                                                                                                                                                          • Figure 71: Purchase behavior in past 12 months, by current financial situation – Brazil, March 2019
                                                                                                                                                                                          • Figure 72: Omo unboxing action
                                                                                                                                                                                      • Purchase Behavior over the Next 12 Months

                                                                                                                                                                                        • One in every four Brazilians doesn’t plan to purchase non-alcoholic drinks over the next year
                                                                                                                                                                                          • Figure 73: Purchase behavior over next 12 months – Brazil, March 2019
                                                                                                                                                                                        • Premium beauty and personal care products have the opportunity to increase their presence in the North region
                                                                                                                                                                                          • Figure 74: Purchase behavior over next 12 months, by region – Brazil, March 2019
                                                                                                                                                                                        • Households with children plan to replace cleaning products with cheaper alternatives
                                                                                                                                                                                          • Figure 75: Purchase behavior over next 12 months, by children in the household – Brazil, March 2019
                                                                                                                                                                                      • Appendix – Abbreviations

                                                                                                                                                                                        • Abbreviations
                                                                                                                                                                                        • Appendix – Market Size

                                                                                                                                                                                          • In-home food
                                                                                                                                                                                            • Figure 76: Retail sales in value, 2013-18
                                                                                                                                                                                          • Out-of-home food
                                                                                                                                                                                            • Figure 77: Retail sales in value, 2013-18
                                                                                                                                                                                          • Non-alcoholic drinks
                                                                                                                                                                                            • Figure 78: Retail sales in value, 2013-18
                                                                                                                                                                                          • In-home alcoholic drinks
                                                                                                                                                                                            • Figure 79: Retail sales in value, 2013-18
                                                                                                                                                                                          • Out-of-home alcoholic drinks
                                                                                                                                                                                            • Figure 80: Retail sales in value, 2013-18
                                                                                                                                                                                          • Beauty and personal care
                                                                                                                                                                                            • Figure 81: Retail sales in value, 2013-18
                                                                                                                                                                                          • OTCs and pharmaceuticals
                                                                                                                                                                                            • Figure 82: Retail sales in value, 2013-18
                                                                                                                                                                                          • Household care
                                                                                                                                                                                            • Figure 83: Retail sales in value, 2013-18
                                                                                                                                                                                          • Home and garden
                                                                                                                                                                                            • Figure 84: Retail sales in value, 2013-18
                                                                                                                                                                                          • Clothing and accessories
                                                                                                                                                                                            • Figure 85: Retail sales in value, 2013-18
                                                                                                                                                                                          • Transport
                                                                                                                                                                                            • Figure 86: Retail sales in value, 2013-18
                                                                                                                                                                                          • Vacations
                                                                                                                                                                                            • Figure 87: Retail sales in value, 2013-18
                                                                                                                                                                                          • Technology and communications
                                                                                                                                                                                            • Figure 88: Retail sales in value, 2013-18
                                                                                                                                                                                          • Leisure and entertainment
                                                                                                                                                                                            • Figure 89: Retail sales in value, 2013-18
                                                                                                                                                                                          • Personal finance and housing
                                                                                                                                                                                            • Figure 90: Retail sales in value, 2013-18
                                                                                                                                                                                          • Miscellaneous items
                                                                                                                                                                                            • Figure 91: Retail sales in value, 2013-18

                                                                                                                                                                                        About the report

                                                                                                                                                                                        This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                        • The Consumer

                                                                                                                                                                                          What They Want. Why They Want It.

                                                                                                                                                                                        • The Competitors

                                                                                                                                                                                          Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                        • The Market

                                                                                                                                                                                          Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                        • The Innovations

                                                                                                                                                                                          New Ideas. New Products. New Potential.

                                                                                                                                                                                        • The Opportunities

                                                                                                                                                                                          Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                        • The Trends

                                                                                                                                                                                          What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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