Consumer Spending Habits - Brazil - July 2015
“Food prices continue to rise and many consumers are cutting back on eating out in order to save money for priorities such as in-home food. However, those in the Central-West seem to be a little better off, as they are the most likely to say they have changed their purchasing habits because they are treating themselves more and are the most likely to buy on the spur of the moment, suggesting potential for marketers to attract them with messages such as ‘well-deserved.’”
– Renata Pompa de Moura, Research Manager
This report covers the following issues:
- What can help young women pay off their debt?
- What can restaurants do to continue attracting consumers as food prices rise?
- Where are consumers treating themselves more?
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Table of contents
Introduction
- Definition
- Abbreviations
Executive Summary
- The consumer
- Eating out, technology, leisure, clothing, and alcoholic drinks were the main areas of cutting back
- Figure 1: Changes in the volume purchased, Brazil – April 2015
- High food prices and utility bills are by far the main reasons leading to changes in purchasing habits
- Figure 2: Reasons to change purchasing habits, Brazil, April 2015
- TV, still a powerful vehicle to advertise promotions
- Figure 3: Actions to save money, Brazil, April 2015
- 37% of Brazilians are brand loyal
- Figure 4: Attitudes toward spending, Brazil, April 2015
- What we think
Issues and Insights
- What can help young women pay off their debt?
- What can restaurants do to continue attracting consumers as food prices rise?
- Where are consumers treating themselves more?
Trend Application
- Mood to Order
- Totophobia
- The Nouveau Poor
- Mood to Order
Market Drivers
- Key points
- GDP continues its declining trend
- Figure 5: Change in GDP, 2001-14
- Inflation peaks in Q1 of 2015
- Figure 6: IPCA monthly change, in %, May 2014-May 2015
- Figure 7: Cumulative inflation (IPCA) over the past 12 months, in %
- Figure 8: IPCA change, by selected group and subgroup of products, in the past 12 months to April 2015
- Interest rate rises to hold back consumption
- Figure 9: SELIC prime interest rate, annual percentage, 2010-15
- 2015: A year of rising unemployment
- Figure 10: Unemployment rate in moving quarters, 2014-15
- Key points
The Consumer – Changes in Volume Purchased
- Key points
- Eating out, technology, leisure, clothing, and alcoholic drinks were the main areas of cutting back
- Figure 11: Changes in the volume purchased, Brazil – April 2015
- Along with everyday essentials like food and drink, household care and beauty and personal care products were the most likely to remain stable
- More consumers are cutting back on a greater number of categories
- Figure 12: Repertoire analysis of changes in the volume purchased, by more and less, April 2015
- When it comes to purchasing more, young consumers stand out in a number of categories
- Figure 13: Purchasing more of selected categories, by age group and total, April 2015
- Key points
The Consumer – Reasons to Change Purchasing Habits
- Key points
- High food prices and utility bills are by far the main reasons leading to changes in purchasing habits
- Figure 14: Reasons to change purchasing habits, Brazil, April 2015
- Among men, seniors are the most likely to change purchasing habits due to high utility bills and food prices
- Figure 15: Selected reasons to change purchasing habits, by age and gender, Brazil, April 2015
- Consumers in the North and South are the least likely to say they are saving and the most likely to say their household income has decreased
- Figure 16: Selected reasons to change purchasing habits, by region, Brazil, April 2015
- DEs are the most likely to cut back on purchases due to unemployment
- Figure 17: Selected reasons to change purchasing habits, by socioeconomic group, Brazil, April 2015
- Key points
The Consumer – Actions to Save Money
- Key points
- TV, still a powerful vehicle to advertise promotions
- Figure 18: Actions to save money, Brazil, April 2015
- Internet and TV reach different income groups
- Figure 19: Selected actions to save money, by socioeconomic group, Brazil, April 2015
- Promotions in the newspaper attract 25% of males 55 and older
- Figure 20: Selected actions to save money, by gender and age group, Brazil, April 2015
- Key points
The Consumer – Attitudes toward Spending
- Key points
- 37% of Brazilians are brand loyal
- Figure 21: Attitudes toward spending, Brazil, April 2015
- Young adults are more likely to enjoy combining shopping with other leisure activities
- Figure 22: Agreement with attitude: “I like to combine shopping with other leisure activities,” by age group, Brazil, April 2015
- Use of gift cards is still very minor in Brazil
- Figure 23: Agreement with attitude: “I have used/gifted a gift card,” by socioeconomic group, Brazil, April 2015
- While older males tend to do their research before purchasing, young consumers tend to buy on the spur of the moment
- Figure 24: Selected attitude toward spending, by gender and age group, Brazil, April 2015
- Key points
Consumer Spending Habits - Brazil - July 2015