866-997-4948(US-Canada Toll Free)

Marketing to the Middle Classes - Brazil - November 2015

Published By :

Mintel

Published Date : Nov 2015

Category :

Advertising and Marketing

No. of Pages : N/A

Middle class consumers are still the target of companies operating in Brazil, who compete among each other for the opportunity to increase their sales volume, especially in difficult times when most consumers are purchasing the same or less than a year ago. Inflation and rising unemployment are holding back consumption.

Table of Content

Overview

What you need to know 
Definition

Executive Summary

The market
Figure 1: Percentage variation in the quarter compared to the same quarter in the previous year
The consumer
Consumers are buying less in all categories
Figure 2: Changes in volume purchased, September 2015
Shopping around is an important shopping habit
Figure 3: Shopping habits of middle class consumers, by age, September 2015
Protecting the environment is a high priority
Figure 4: Attitudes toward lifestyle, by socioeconomic group, September 2015
Middle class consumers are relying more on credit cards but not switching to cheaper services
Advertising on social networks is more welcome compared to ads on regular websites
Figure 5: Attitudes toward advertisements, by age, September 2015
What we think

Issues and Insights

Opportunities to help the middle class achieve a healthy lifestyle
The facts
The implications
Providing the middle class with sporting and leisure activities
The facts
The implications
Targeting premium products at the middle class
The facts
The implications

The Market – What You Need to Know

Market Drivers

A falling GDP
Figure 6: Percentage variation in the quarter compared to the same quarter in the previous year
Inflation peaks in Q1 of 2015
Figure 7: IPCA monthly change, in %, August 2014-September 2015
Unemployment keeps rising
Interest rate rises to hold back consumption
Figure 8: SELIC prime interest rate, annual percentage, September 2014-July 2015
Consumers’ trust in the economy reaches the lowest level

The Consumer – What You Need to Know

Consumers are buying less in all categories
Food in general is suffering less
Shopping around is an important shopping habit for middle class consumers
Protecting the environment is a high priority
Middle class consumers are relying more on credit cards but not switching to cheaper services
Advertising on social networks are more welcoming compared to ads on regular websites
Ads are a way to keep consumers informed about special offers

Changes in Volume Purchased

Consumers are buying less in all categories
Food and drink is the main group which consumers are buying more
Daily life is the group suffering the most
Figure 9: Changes in volume purchased, September 2015
As for those purchasing more, young consumers stand out in all categories
Figure 10: Changes in volume purchased, by age, September 2015

Shopping Habits

Shopping around is an important shopping habit
Keeping consumers instead of letting them shop around
Figure 11: Shopping habits of middle class consumers, by age, September 2015
Figure 12: Shopping habits, by socioeconomic group, September 2015
Card benefits not used as much by C12 consumers as ABs
Figure 13: Shopping habits, by socioeconomic group, September 2015
Internet deals and coupons are still only used by a minority
Figure 14: Shopping habits, by socioeconomic group, September 2015

Attitudes towards Lifestyle

Consumers are engaged in protecting the environment
Figure 15: Products using material from responsible sources in their packaging, Brazil
Figure 16: Attitudes toward lifestyle, by socioeconomic group, September 2015
Middle class consumers are relying more on credit cards but not switching to cheaper services
Figure 17: Attitudes toward lifestyle, by socioeconomic group, September 2015

Attitudes towards Advertisements

Advertising on social networks are more welcoming compared to regular websites
Figure 18: Attitudes toward advertisements, by age, September 2015
Figure 19: Attitudes toward advertisements, by socioeconomic group, September 2015
Traditional advertising is still key for the middle class
Figure 20: Attitudes toward advertisements, by socioeconomic group C12, September 2015
Figure 21: Attitudes toward advertisements, by socioeconomic group, September 2015
Ads are a way to keep consumers informed about special offers
Keeping advertising diversified
Grabbing the consumers’ attention via interaction
Figure 22: Attitudes toward advertisements, by socioeconomic group, September 2015
Boosting sales with free samples and trialing
Figure 23: Attitudes toward advertisements, by socioeconomic group, September 2015

Appendix – Methodology and Definitions

Abbreviations

List of Table

NA

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title *
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *