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Executive Summary
- What you need to know
- Challenges
- Opportunities
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Brazil today
- The population
- 2022 Census brings updated data on the Brazilian population
- Graph 1: population growth in millions of people, 2022
- Aging population increases demand for health, wellbeing and social security policies
- Brown people are the majority of the Brazilian population
- Graph 2: color or race identification, 2022
- Household composition
- Census confirms the trend that women are having children later
- Graph 3: registered births, by age group of mothers (%), 2000-22
- The majority of the population lives in houses, but the number of apartment dwellers continues to grow
- Graph 4: apartment dwellers, by region (%), 2000-22
- Economy and purchasing power
- GDP growth in 2023 with emphasis on agriculture and livestock
- Prices went up for the majority of categories in 2023, expanding the accumulated number of recent years
- Graph 5: national consumer price index – accumulated in 12 months, by category, 2020-24
- Total income and household income per capita grow
- Work and education
- Elementary school attendance among children aged 6-14 continues to fall
- Graph 6: ideal age group by course attended (%), 2019 to 2023
- Despite a slight rise in unemployment at the start of 2024, the trend still has a positive outlook
- Graph 7: unemployment rate, Q4 2020-Q4 2023
- Health and wellbeing
- Brazil is the most affected by the dengue outbreak in the Americas
- Vaccination rates improve, but are still below target
- Food security rises again in 2023, but inequality varies according to the profile of the person in charge of the household
- Graph 8: prevalence of food security and mild, moderate and severe food insecurity in permanent private households (%), 2004-23
- Environment, climate change and sustainability
- 2023 was the hottest year on record, breaking climate records around the world and in Brazil
- Climate change has resulted in heatwaves and disasters due to heavy rainfall
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Category overview
- In-home and out-of-home food
- What you need to know
- How the category is responding to these trends
- Future of the category
- Non-alcoholic drinks
- What you need to know
- How the category is responding to these trends
- Future of the category
- Alcoholic drinks
- What you need to know
- How the category is responding to these trends
- Future of the category
- Beauty and personal care
- What you need to know
- How the category is responding to these trends
- Future of the category
- Household care
- What you need to know
- How the category is responding to these trends
- Future of the category
- Pet market
- What you need to know
- How the category is responding to these trends
- Future of the category
- Technology and communication
- What you need to know
- How the category is responding to these trends
- Future of the category
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The Consumer
- Consumer overview/profile
- Brazilians are spending more on basic categories
- Graph 9: changes on spending in the past 12 months, 2024
- Christmas is the most popular holiday among Brazilians
- Graph 10: cultural events and comemorative dates, 2024
- More affordable options for commemorative products attract the attention of Brazilians
- Opportunity for categories that are already bought for cultural events and commemorative dates
- Graph 11: purchase related to cultural events and commemorative dates, 2024
- Changes on spending
- Increased spending on household care is equally present in all socioeconomic groups
- Graph 12: changes on spending – household products, by socioeconomic group, 2024
- Rising prices impact household products purchase and usage habits
- Graph 13: National Consumer Price Index – accumulated change over the year, cleaning articles group and its subgroups, 2020-23
- Fabric softeners should meet the needs of different socioeconomic groups to ensure the best value for money
- More affordable insecticides can help all social classes protect from insects and mosquitoes, including those that transmit dengue
- Young women spend more on health products and OTCs in search of immediate effects to compensate for the lack of a healthy routine
- Graph 14: changes on spending – healthcare and OTC products, by gender and age, 2024
- Brands and influencers can help young women use healthcare and OTC products in a correct and well-informed way
- United against misinformation
- Keeping up with the small developments of everyday life
- Pet owners spend more on leisure, entertainment and vacation planning
- Graph 15: changes on spending in the past 12 months – selected items, by pet ownership, 2024
- Products and services to have fun with them…
- …and without them
- Purchase behaviors
- Technological solutions focused on shopping security are set to gain the attention of Generation Z
- Graph 16: purchase behaviors – selected item, by generation, 2024
- Graph 17: purchase behaviors – selected item, by generation, 2024
- Temporary cards and double-factor authentication can make it safer to shop via desktop
- Personalized services can attract AB consumers
- Graph 18: purchase behaviors – selected items, by socioeconomic group, 2024
- Personalized services can attract AB consumers
- 2024 goals and actions toward 2024 goals
- Finding additional income opportunities is the main goal
- Graph 19: 2024 goals – any rank, 2024
- Graph 20: actions toward 2024 goals – top 10, 2024
- Extra skills and DIY practices can generate extra income with personalized and handmade products
- Consumers from the Southeast region are more likely to mention ‘improve my physical health’ as a 2024 goal
- Graph 21: 2024 goals – any rank, by region, 2024
- Sport events connected to physical activity workshops could encourage consumers from the Southeast to try new sports
- Men most likely to mention improving their personal and social relationships as a goal for 2024
- Graph 22: 2024 goals – any rank, 2024
- Men may engage more in family celebrations of commemorative dates
- Graph 23: cultural events and commemorative dates – selected items, by gender, 2024
- Activity groups can help men aged 55+ meet new people and make new friends
- Participation, perceptions and habits toward cultural events and commemorative dates
- Food and drink can invest in gift options beyond traditional commemorative dates
- Beyond the obvious, food can be given as a gift all year round
- Beyond the obvious, drinks can be given as gifts all year round
- Gigs and festivals are not only for Gen Zs
- Shows and festivals could gain more space by targeting Gen Xers
- Fashion and beauty categories can invest in convenient options to create seasonal looks
- Graph 24: habits and interest toward cultural events and commemorative dates – selected item, by participation in cultural events and commemorative dates, 2024
- Makeup, nail polish and other beauty products for special looks
- Clothes and accessories for a special look
- Sport events habits and interests
- Decentralization of sports coverage expands access to content and possibilities for brands
- Diversification in sport coverage expands possibilities in terms of format and access
- Brands have the opportunity to be part of the diversification in sport
- Olympics generate new opportunities for sponsorship and visibility
- Olympics creates opportunities for sponsorship and visibility
- Segmentation of sports content and greater opportunity for brands beyond sponsorship
- For women by women, in Brazil and around the world
- For men: sports that are international successes
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Appendix – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Abbreviations
- Contributing analysts
This report looks at the following areas:
This Report investigates the following topics and their impacts on Brazilian lifestyles:
- Changes on spending and purchase behaviors
- Impacts on the economy, work, education, household composition, health and wellbeing, and environment and sustainability
- Category overview: the main highlights and trends on food, alcoholic and non-alcoholic drinks (in-home and out-of-home), beauty and personal care, household care, pet market, and technology and communication
- 2024 goals
- Habits and interest toward cultural events and commemorative dates
- Sports events habits and interests
Brazilian consumers seek affordable solutions without compromising quality in the midst of financial challenges.
Ana Paula Gilsogamo, Senior Analyst Food & Drink, Latam
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