Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The issues
- Brazil today: Economy
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- Figure 1: Brazilian household consumption (% of GDP), by quarter, 2011-13
- Brazil today: People
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- Figure 2: Population projection and estimates, 2008-20
- Changes in spending habits in 2013
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- Figure 3: Changes in spending habits in 2013, January 2014
- Reasons for buying
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- Figure 4: Reasons for buying more in the last 12 months – everyday items, January 2014
- Personal goals for 2014
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- Figure 5: Personal goals for 2014, January 2014
- Extra money in 2014
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- Figure 6: Where people choose to spend their extra money, January 2014
Brazil Today: Economy
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- Key points
- What we think
- Economy overview
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- Figure 7: GDP annual change, 2008-13
- Figure 8: Annual growth of national sectors, 2011-13
- Domestic consumption
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- Figure 9: Brazilian household consumption (% of GDP), 2011-13
- Purchasing power decreased in 2013...
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- Figure 10: Brazilians’ wages* and consumer price index, 2011-13
- ...and consumers prioritized paying off debts incurred in 2011 and 2012
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- Figure 11: Household debt, 2010-13
- Figure 12: Commitment of household income, 2010-13
- Financial forecast
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- Figure 13: Consumers’ confidence levels, 2013-14
Brazil Today: People
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- Key points
- Population trends
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- Figure 14: Population estimate and projection, annual change, 2008-20
- Figure 15: Total fertility rate – Estimate and projection, 2008-20
- Figure 16: Aging population index * – Estimate and projection, 2008-20
- Age structure
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- Figure 17: Population age structure – Estimate and projection, in million, 2010-18
- Marital status
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- Figure 18: Marital status, young adult population, 2000-11
- Employment
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- Figure 19: Workforce indicators, 2010-13
- Socioeconomic groups
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- Figure 20: Brazilian population socioeconomic groups, 2007-11
Spending Overview
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- Key points
- Spending by category
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- Figure 21: Expenditure by category (in R$ billion), 2013
- Forecast for the next five years
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- Figure 22: Best- and worst-case scenario, total market value, 2008-18
- The fast-growing categories of the next five years
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- Figure 23: Fast-growing categories, at current prices, by growth (%), 2013 (est) -18 (fore)
- Moderate-growth categories of the next five years
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- Figure 24: Categories of moderate growth, at current prices, by growth (%), 2013 (est)-18 (fore)
Food – At-home Consumption
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- Key points
- What we think
- Higher demand and high inflation levels drive the market
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- Figure 25: Brazilian at-home food market value, 2008-13
- Convenience and price will highly influence growth in the next few years
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- Figure 26: Best- and worst-case forecast value sales of the at-home food market, at current prices, 2008-18
- Change in spending habits
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- Figure 27: Changes in spending habits – food (at-home consumption) 2013, January 2014
Food – On-premise Consumption
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- Key points
- What we think
- Rise in job vacancy numbers will boost the foodservice sector
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- Figure 28: Brazilian foodservice market value, 2008-13
- The foodservice market will continue to show positive growth in the next few years
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- Figure 29: Best- and worst-case forecast value sales of the foodservice market, at current prices, 2008-18
- Change in spending habits
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- Figure 30: Changes in spending habits – Eating out in 2013, January 2014
Non-alcoholic Drinks
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- Key points
- What we think
- Convenient and healthy drinks drive sector’s growth
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- Figure 31: Brazilian non-alcoholic drinks market value, 2008-13
- Innovations drive growth until 2018
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- Figure 32: Best- and worst-case forecast value sales of the non-alcoholic drinks market, at current prices, 2008-18
- Changes in spending habits
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- Figure 33: Changes in spending habits – Non-alcoholic drinks in 2013, January 2014
Alcoholic Drinks
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- Key points
- What we think
- Consumption of beer drives at-home consumption of alcoholic drinks
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- Figure 34: At-home consumption of alcoholic drinks, by value, 2008-13
- The forecast for the next few years is for steady growth
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- Figure 35: Brazilian retail value sales forecast of alcoholic drinks, 2008-18
- Higher incomes and growth of the foodservice sector will boost on-premise consumption of alcoholic drinks
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- Figure 36: Value sales of alcoholic drinks in the foodservice sector, 2008-13
- More demanding consumers, as well as high inflation rates, boosted revenues of on-premise consumption of alcoholic drinks
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- Figure 37: Best- and worst-case forecast value sales of the at-home alcoholic drinks market, at current prices, 2008-18
- Changes in spending habits
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- Figure 38: Changes in spending habits – Alcoholic drinks in 2013, January 2014
Beauty and Personal Care
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- Key points
- What we think
- Personal hygiene, beauty, and cosmetics was one of the sectors that benefited the most with a more stable Brazilian economy
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- Figure 39: Brazilian beauty and personal care market value, 2008-13
- The forecast for the sector is of growth
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- Figure 40: Best- and worst-case forecast value sales of the beauty and personal care market, at current prices, 2008-18
- Changes in spending habits
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- Figure 41: Changes in spending habits – Beauty and personal care in 2013, January 2014
OTC and Pharmaceutical Products
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- Key points
- What we think
- The sector has been growing at a slower pace since 2009
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- Figure 42: Brazilian OTC and pharmaceuticals market value, 2008-13
- Vitamins and supplements will boost sector
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- Figure 43: Best- and worst-case forecast value sales of the OTC and pharmaceuticals market, at current prices, 2008-18
- Changes in spending habits
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- Figure 44: Changes in spending habits – Healthcare products in 2013, January 2014
Clothes and Accessories – Including Footwear
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- Key points
- What we think
- Middle-class purchasing power and the expansion of retail chains contribute to sector growth
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- Figure 45: Retail value sales of clothes and accessories (including footwear), Brazil, 2008-13
- Positive growth for the next five years
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- Figure 46: Best- and worst-case forecasts for retail sales of clothes and accessories (including footwear), by value, 2008-18
- Changes in spending habits
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- Figure 47: Changes in spending habits – Clothes and accessories (including footwear) in 2013, January 2014
Household Care Products
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- Key points
- What we think
- Sophisticated products helped the sector to grow
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- Figure 48: Brazilian household care market value, 2008-13
- Looking for more sophisticated products, consumers in socioeconomic group C will boost sector sales in the next few years
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- Figure 49: Best- and worst-case forecast value sales of the household care market, at current prices, 2008-18
- Changes in spending habits
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- Figure 50: Changes in spending habits in 2013 – Household care, January 2014
Technology and Communication
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- Key points
- What we think
- Connecting with the future
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- Figure 51: Brazilian technology and communication market value, 2008-13
- Continuous growth, if at a less pronounced rate
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- Figure 52: Best- and worst-case forecast value sales of the technology and communication market, at current prices, 2008-18
- Changes in spending habits
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- Figure 53: Changes in spending habits in 2013 – Technology and communication, January 2014
Leisure
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- Key points
- What we think
- Lack of innovation and diversity are the main barriers to profit in the sector
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- Figure 54: Brazilian leisure and entertainment market value, 2008-13
- Toys and amusement parks tend to develop through the demographic boom of target consumers
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- Figure 55: Best- and worst-case forecast value sales of the leisure and entertainment market, at current prices, 2008-18
- Changes in spending habits
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- Figure 56: Changes in spending habits in 2013 – Leisure and entertainment, January 2014
Household Items
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- Key points
- What we think
- Economic improvement and government incentives boost sector sales
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- Figure 57: Retail value sales of household items (electrical appliances and furniture), Brazil, 2008-13
- Fewer reductions and more difficult credit will affect growth
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- Figure 58: Forecast of retail sales of household items (electrical appliances and furniture), by value, 2008-18
- Changes in spending habits
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- Figure 59: Changes in spending habits in the purchase of household items (electrical appliances and furniture) in 2013, January 2014
Transport
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- Key points
- What we think
- A nation stuck in cars
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- Figure 60: Brazilian transport market value, 2008-13
- The growth restraints are uncertain and limited
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- Figure 61: Best- and worst-case forecast value sales of the transport market, at current prices, 2008-18
Holidays
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- Key points
- What we think
- Excursions and domestic tourism are the main drivers of growth
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- Figure 62: Brazilian holidays market value, 2008-13
- Sporting events tend to attract new consumers
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- Figure 63: Best- and worst-case forecast value sales in the holidays market, at current prices, 2008-18
- Changes in spending habits
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- Figure 64: Changes in spending in 2013 – Holidays, January 2014
Personal Finance and Housing
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- Key points
- What we think
- Economic improvements and easy credit were the drivers of personal finance and housing sectors in the last five years
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- Figure 65: Personal finance and housing sector revenues, 2008-13
- A less favorable economic situation slows down growth in the next few years
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- Figure 66: Best- and worst-case forecast of revenues in the personal finance and housing sectors, 2008-18
Miscellaneous Items
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- Key points
- What we think
- Investment in education boost sector sales
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- Figure 67: Value sales of miscellaneous items, 2008-13
- A more moderate growth forecast for the next few years
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- Figure 68: Best- and worst-case forecast of sales of miscellaneous items, by value, 2008-18
The Consumer – Changes in Spending in 2013
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- Key points
- Food, personal care, and household care items stood out
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- Figure 69: Changes in spending habits 2013, January 2014
- Parents and young adults (aged 16- 34) were the demographics who increased their spending the most in 2013
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- Figure 70: Changes in spending habits 2013, higher spending on selected categories, by children in household, January 2014
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- Figure 71: Changes in spending habits 2013, higher spending on selected categories, by age group, January 2014
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- Figure 72: Changes in spending habits 2013, higher spending on selected categories, by selected demographic groups, January 2014
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- Figure 73: Changes in spending habits 2013, higher spending on selected categories, by gender, by age, January 2014
The Consumer – Reasons for Buying
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- Key points
- Reasons for buying everyday products
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- Figure 74: Reasons for buying more everyday products in the last 12 months, January 2014
- Reasons for buying with less frequency
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- Figure 75: Reasons for buying more in the last 12 months, less frequently purchased items, January 2014
The Consumer – Personal Goals for 2014
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- Key points
- Personal and financial goals are priority
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- Figure 76: Personal goals for 2014, January 2014
- Healthy habits and leisure activities are important goals for 2014
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- Figure 77: Personal goals for 2014, by children in household, January 2014
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- Figure 78: Personal goals for 2014 – Travel to new places, by socioeconomic groups, January 2014
The Consumer – Where Brazilians Intend to Spend Their Extra Money in 2014
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- Key points
- Brazilians spend more of their extra money on going out and leisure activities
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- Figure 79: Where people choose to spend their extra money, January 2014
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- Figure 80: Where people choose to spend their extra money, leisure, by children in household, January 2014
- Sort out finances or save money?
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- Figure 81: Where people choose to spend their extra money, selected options, by socioeconomic groups, January 2014
Appendix – Changes in Spending in 2013
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- Figure 82: Spending in the last 12 months, January 2014
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- Figure 83: Spending in the last 12 months – Food (at home), by demographics, January 2014
- Figure 84: Spending in the last 12 months – Eating out, by demographics, January 2014
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- Figure 85: Spending in the last 12 months – Alcoholic drinks (at home) ^, by demographics, January 2014
- Figure 86: Spending in the last 12 months – Alcoholic drinks (on-premise)^, by demographics, January 2014
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- Figure 87: Spending in the last 12 months – Non-alcoholic drinks, by demographics, January 2014
- Figure 88: Spending in the last 12 months – Beauty and hygiene products, by demographics, January 2014
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- Figure 89: Spending in the last 12 months – Healthcare products, by demographics, January 2014
- Figure 90: Spending in the last 12 months – Household care, by demographics, January 2014
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- Figure 91: Spending in the last 12 months – Clothes and accessories (including footwear), by demographics, January 2014
- Figure 92: Spending in the last 12 months – Technology and communication, by demographics, January 2014
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- Figure 93: Spending in the last 12 months – Holidays, by demographics, January 2014
- Figure 94: Spending in the last 12 months – Leisure/entertainment, by demographics, January 2014
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- Figure 95: Spending in the last 12 months – Home, by demographics, January 2014
- Repertoire analysis
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- Figure 96: Amount purchased in the last 12 months, January 2014
- Figure 97: Amount purchased in the last 12 months, by demographics, January 2014
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- Figure 98: Spending in the last 12 months, by amount purchased in the last 12 months, January 2014
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Appendix – Reasons for Buying Everyday Items
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- Figure 99: Reasons for buying more now compared to 12 months ago, January 2014
- Figure 100: Reasons for buying more now compared to 12 months ago, by demographics, January 2014
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- Figure 101: Reasons for buying more now compared to 12 months ago, by category, January 2014
- Figure 102: Reasons for buying more now compared to 12 months ago, by category, January 2014 (continued)
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- Figure 103: Reasons for buying more now compared to 12 months ago, by category, January 2014 (continued)
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Appendix – Reasons for Buying More of Less-frequent Items Today, Compared to 12 Months Ago
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- Figure 104: Reasons for buying more of less-frequent purchases today, compared to 12 months ago, January 2014
- Figure 105: Reasons for buying more of less-frequent purchases today, compared to 12 months ago, by demographics January 2014
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- Figure 106: Reasons for buying more of less-frequent purchases today, compared to 12 months ago, by category January 2014
- Figure 107: Reasons for buying more of less-frequent purchases today, compared to 12 months ago, by category January 2014 (continued)
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- Figure 108: Reasons for buying more of less-frequent purchases today, compared to 12 months ago, by category January 2014 (continued)
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Appendix – Personal Goals for 2014
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- Figure 109: Personal goals for 2014, January 2014
- Figure 110: Personal goals for 2014 – Health, by demographics, January 2014
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- Figure 111: Personal goals for 2014 – Wellbeing, by demographics, January 2014
- Figure 112: Personal goals for 2014 – Leisure, by demographics, January 2014
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- Figure 113: Personal goals for 2014 – Having a healthier diet, by demographics, January 2014
- Figure 114: Personal goals for 2014 – Exercise more, by demographics, January 2014
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- Figure 115: Personal goals for 2014 – Find a job/new job, by demographics, January 2014
- Figure 116: Personal goals for 2014 – Move home/buy a new home, by demographics, January 2014
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- Figure 117: Personal goals for 2014 – Sort out my finances, by demographics, January 2014
- Figure 118: Personal goals for 2014 – Take better care of my appearance, by demographics, January 2014
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- Figure 119: Personal goals for 2014 – Travel to new places/go on more holidays, by demographics, January 2014
- Figure 120: Personal goals for 2014 – Learn a new skill/get a new hobby, by demographics, January 2014
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- Figure 121: Personal goals for 2014 – Have a better work/life balance, by demographics, January 2014
- Figure 122: Personal goals for 2014 – Spend more time with family, by demographics, January 2014
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- Figure 123: Personal goals for 2014 – Go out more, by demographics, January 2014
- Figure 124: Personal goals for 2014 – Do more home improvements, by demographics, January 2014
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- Figure 125: Personal goals for 2014 – Give more to charity/volunteer, by demographics, January 2014
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Appendix – Where Brazilians Intend to Spend their Extra Money in 2014
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- Figure 126: Where people choose to spend their extra money, January 2014
- Figure 127: Where people choose to spend their extra money, by demographics, January 2014
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- Figure 128: Where people choose to spend their extra money, by demographics, January 2014 (continued)
- Figure 129: Where people choose to spend their extra money, by demographics, January 2014 (continued)
- Figure 130: Where people choose to spend their extra money, by demographics, January 2014 (continued)
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