As the market for consumer packaged goods increase in Brazil, the young population and rapid rate of change in lifestyle and shopping habits make it difficult for marketers to identify the key trends driving consumer behavior. Reportlinker.com recently reported an overview of key changes in Brazilian consumers’ lifestyles, allowing marketers to better target the emerging opportunities in this booming market.
More working women are increasing online connectivity, meaning there will be greater demand for on-the-go and convenience foods, while growing car ownership rates will boost expansion of hypermarkets and big-box retailers. Brazilians are already among the heaviest consumers of online content, and the number of mobile and internet subscriptions are increasing. These trends will combine to change not just what Brazilians shop for, but how they shop for it.
Brazil’s middle class is growing rapidly – in just 20 years between 1990 and 2010 43.2 million new middle class consumers entered the Brazilian economy, creating a large number of consumers.
Convenience retail in Brazil is dominated by forecourt retailers have caused the supermarkets to have little involvement in the market, but Brazil is highly urbanized and the implications of both the trend for smaller households and the rapid aging of the population that will take place in the next 20 years is that penetration of convenience retailing will increase dramatically. However, convenience remains a secondary priority for expanding retailers, who are preferring to focus on larger formats.
Higher incomes are driving the growth in the number of households and the fall in the average size of households. At a product level, these changes will drive demand for smaller and easier packaging and small portioning to mitigate food waste. At a retail level, the growth of the aging population and the more fundamental move away from the transitional nuclear family will have a major impact on demand for the more local services.
In many ways, Brazil is quite an insular market, partly as a result of protectionism, high taxes and red tape as well as in common with other highly populated, geographically diverse countries a large range of products exist that are uniquely Brazilian. However, Brazil is about to enter a new phase – that of international innovator, in which as a dominant regional economy with a thriving domestic FMCG market and a young, influential consuming class, it will drive the development of new trends and products that will ultimately be exposed to other markets.
Key features and benefits of this report is that it analyzes Brazil’s economic and demographic profile to pin point the most important long-term trends for marketers. The key changes in consumers’ lifestyles are highlighted and key supermarket and convenience retailers are identified. The evolution of Brazil’s food and health & beauty markets is analyzed, reviewing changes over 2007-2012 and forecast changes up to 2017. Canadean’s consumer data provides insight into the key motivations driving consumption choices across packaged good markets.
By Pia Talwar