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Consumer Spending Habits - Brazil - July 2015

Published By :

Mintel

Published Date : Jul 2015

Category :

Banking

No. of Pages : N/A

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.

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

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

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

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

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

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

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