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Marketing to the Middle Classes - Brazil - January 2018

“Even with a slight improvement of the economy, the Brazilian middle class is still cautious toward its spending and consumption habits. These consumers are looking for ways to save money when shopping all kind of items and are also doing at home, in the most economical way, what they used to do out of home. Online discounts and loyalty programs are great allies of consumers willing to save money, offering customized promotions and price comparison, but there are still barriers putting middle-class consumers off these benefits.”
– Ana Paula Gilsogamo, Food and Drinks Analyst

This Report discusses the following key topics:

  • Economic instability, especially among young people, affects the middle class 
  • Limitation of some purchasing methods that generate discounts
  • The Brazilian economy improves
  • Teaching forms of entertainment, personal care, and eating at home appeal to the middle classes
  • Consumers are interested in exclusive experiences and personalized discounts

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Economic instability, especially among young people, affects the middle class
              • Limitation of some purchasing methods that generate discounts
                • Opportunities
                  • The Brazilian economy improves
                    • Teaching forms of entertainment, personal care, and eating at home appeal to the middle classes
                      • Consumers are interested in exclusive experiences and personalized discounts
                        • What we think
                        • The Market – What You Need to Know

                          • Economic improvement and jobs creation generate optimism
                          • Market Drivers

                            • GDP growth
                              • Figure 1: Brazil's GDP variation – Q2 2015 to Q3 2017
                            • Inflation drops
                              • Figure 2: Consumer price variation, January 2016-October 2017
                            • Increase in job creation
                              • Youth unemployment reaches highest rate in two decades
                              • Key Players – What You Need to Know

                                • Extra and Pão de Açúcar invest in promotions and customized discounts
                                  • Brands use social media and chatbots in campaigns and promotions
                                    • Brands invest in different strategies to enhance customers’ loyalty
                                    • Marketing Campaigns and Actions

                                      • Extra and Pão de Açúcar launch apps that offer customized discounts
                                        • Figure 3: "Pão de açúcar Mais apresenta: Meu Desconto" campaign
                                        • Figure 4: "Clube Extra apresenta: Meu Desconto" campaign
                                      • Fanta creates promotion via chatbot in partnership with McDonald’s
                                        • Figure 5: Free coupon, Fanta and Mc Donald's
                                      • Coca-Cola encourages use of returnable bottles
                                        • Figure 6: "#JunteETroque Coca-Cola Retornável" campaign
                                      • Carrefour sells “ugly” fruits and vegetables with discount
                                        • Figure 7: "Únicos – Forma e preço como você nunca viu" campaign
                                      • Farm partners with Enjoei and “recycles” used clothes
                                        • Figure 8: "[FARM + ENJOEI = VOLTA PRA MIM] é xodó que vai, é desejo que vem!" campaign
                                      • Magazine Luiza invests in online promotions with unusual strategies
                                        • Figure 9: "Ação Black Post" campaign
                                      • Fast foods invest in promotions that stimulate sharing a meal
                                        • Figure 10: Burger King – Combo King Senior
                                        • Figure 11: "KFC – Chicken Share" campaign
                                      • Service brands invest in loyalty programs
                                        • Figure 12: Nubank Rewards
                                    • The Consumer – What You Need to Know

                                      • Entertainment options at home can appeal to the middle class
                                        • Brands need to stimulate use of discounts and loyalty programs
                                          • Secondhand products appeal to parents with children under 3 years old
                                            • Good online review is important to consolidate middle-class consumers
                                              • Customized discounts can attract middle-class consumers
                                              • General Spending

                                                • Entertainment options at home can appeal to the middle class
                                                  • Figure 13: General spending, entertainment, November 2017
                                                • Beauty products to be used at home gain space
                                                  • Figure 14: General spending, beauty and personal care, November 2017
                                                  • Figure 15: "E aí, Tá Pronta?" campaign
                                                • Encouraging middle-class consumers to eat at home
                                                  • Figure 16: General spending, food and drinks, November 2017
                                                  • Figure 16: "Não só pode, como deve" campaign
                                                • Exchange of used products for discounts can be an opportunity
                                                  • Figure 17: General spending among C12 consumers, November 2017
                                                  • Figure 18: "Vivo Renova" campaign
                                                  • Figure 19: "Casas Bahia – Recompra" campaign
                                                  • Figure 20: "Ikea – 2ª vida" campaign
                                              • Discounts and Loyalty Programs Usage

                                                • More traditional saving methods are still the most widely used
                                                  • Figure 21: Discounts and loyalty programs usage, by socioeconomic group, November 2017
                                                • Brands need to stimulate use of discounts and loyalty programs
                                                    • Figure 22: "Chegou o app Itaú Light" campaign
                                                  • Cash-back service is the least used saving method
                                                    • Figure 23: "Crazy Cash" campaign
                                                    • Figure 24: SCOUPY Cashback tutorial
                                                • Spending Habit Changes

                                                  • Large packages sold in wholesale stores can appeal to the middle class
                                                    • Figure 25: Spending habit changes, C12 consumers, November 2017
                                                  • Secondhand products appeal to parents with children under 3 years old
                                                    • Figure 26: Spending habit changes, secondhand products, C12 consumers with children, November 2017
                                                    • Figure 27: Arena Baby – Sistema de troca
                                                  • E-commerce offering healthy food and drinks promotions can appeal
                                                  • Attitudes toward Media and Advertising

                                                    • Good online reviews are important to attract the middle class
                                                      • Figure 28: Attitudes toward media and advertising, C12 consumers, November 2017
                                                      • Figure 29: "Reclame Aqui" ranking – Top 5 companies that have solved most problems in the past 30 days vs. worst companies, December 2017
                                                    • Middle-class women are more likely to be influenced by celebrities, while men are more likely to be influenced by experts
                                                      • Figure 30: Attitudes toward media and advertising, by gender, C12 consumers, November 2017
                                                      • Figure 31: Colgate Luminous White Advanced - Campaign with Camila Coelho
                                                    • TV programs are important to encourage experimentation
                                                      • Figure 32: Attitudes toward media and advertising, TV programs and use of other devices during TV breaks, C12 consumers, November 2017
                                                  • Attitudes toward Products and Brands

                                                    • Customized discounts can attract middle-class consumers
                                                      • Figure 33: Attitudes toward products and brands, C12 consumers, November 2017
                                                    • Campaigns with real consumers appeal to the middle class
                                                      • Figure 34: Attitudes toward products and brands, by the desire to see more ads with genuine consumers, November 2017
                                                      • Figure 35: "Não deixe sua vida passar em branco" campaign
                                                      • Figure 36: "Momentos que marcam" campaign
                                                      • Figure 37: "Transforme-se em você" campaign
                                                    • Unique experiences can be a good way to keep middle-class consumers
                                                      • Figure 38: Attitudes toward products and brands, C12 consumers, November 2017
                                                  • Appendix – Abbreviations

                                                    • Abbreviations

                                                    Marketing to the Middle Classes - Brazil - January 2018

                                                    US $3,995.00 (Excl.Tax)