Table of Contents
Executive Summary
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- Emails and accessing social media are the most frequently done activities online
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- Figure 1: Activities online, December 2014
- The safety of personal information is the highest concern of internet users
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- Figure 2: Online safety concern, December 2014
- Connected 24/7
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- Figure 3: Internet use behavior, December 2014
- Links to brands and reviews on social media attract more than a quarter of social media users
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- Figure 4: Social media behavior, December 2014
- What we think
Brazil Today – Economy
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- Key points
- What we think
- GDP
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- Figure 5: Change in GDP, 2001-14
- Inflation
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- Figure 6: Consumer price index (ipca), annual change, Brazil, 2006-14
- Water and energy crisis
- Real falls against the dollar
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- Figure 7: Exchange rate US Dollar versus Real, April 2014 to March 2015
- Higher interest rates and lower income growth may affect consumers’ spending
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- Figure 8: Average monthly income of workers 14 and older in Brazil, by quarter (in R$)
- Although unemployment fell in 2014, it is expected to rise in 2015
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- Figure 9: Unemployment rate, Brazil, 2012-14
- The pessimistic scenario has ruined consumer´s confidence
Brazil Today – People
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- Key points
- Population growth continues to slow down
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- Figure 10: Total Brazilian population and growth, 2000-20
- Births on decline
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- Figure 11: Fertility rate, Brazil, 2000-14
- Figure 12: Birth rate (number of births per thousand habitants), Brazil, 2000-14
- Older Brazilians and millennials: Important groups to pay attention to
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- Figure 13: Total Brazilian population distribution, by age, 2004-20
- Half of Brazilians are singles
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- Figure 14: Share of Brazilian population over 15 years old, by marital status, 2013
- North and Midwest are experiencing the highest growth
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- Figure 15: Brazilian population by regions, 2004, 2014, 2020
- Internet access is heavier in the Southeast and among young Brazilians
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- Figure 16: People aged 10 and older who used the internet in the last three months, by age groups, Brazil, 2012-13
Expenditure Overview
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- Key points
- Sector breakout
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- Figure 17: Consumer expenditure in Brazil, by sector (R$ bn), 2014
- Growth is expected to slow down
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- Figure 18: Best- and worst-case forecast total value sales, at current prices, 2009-19
- Faster-growing sectors in the next five years
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- Figure 19: Fastest-growing consumer sectors, at current prices, by % growth, 2014-19 (fore)
- Slower growing sectors in the next five years
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- Figure 20: Consumer sectors with weaker growth, at current prices, by % growth, 2014-19 (fore)
Foodservice
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- Key points
- What we think
- Inflation and World Cup had an impact on market value sales
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- Figure 21: Value sales of the foodservice market, Brazil 2009-14
- Market growth in the next five years will be partly compromised by the unfavorable economic climate
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- Figure 22: Forecast of sales in the foodservice market based on current prices, by value, Brazil, 2009-19
- Key consumer findings
- Expenditure on food
- Convenience
- Healthy life
- Online advertising
In-home Food
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- Key points
- What we think
- Rising inflation impacts important food items in Brazil
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- Figure 23: Sales of the in-home food market in Brazil, by value, 2009-14
- Food inflation and demand for healthy foods will drive growth in the next five years
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- Figure 24: Forecast of sales in the in-home food market based on current prices, by value, Brazil, 2009-19
- Key consumer findings
- Health claims
- Convenience
- Events
- Online shopping
Non-alcoholic Drinks
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- Key points
- What we think
- The lower-than-expected performance of CSDs affected market growth
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- Figure 25: Retail sales of non-alcoholic drinks in Brazil, by value, 2009-14
- New taxation on cold drinks can benefit growth in the next five years
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- Figure 26: Forecast of sales in the non-alcoholic drink market based on current prices, by value, Brazil, 2009-19
- Key consumer findings
- Events
- Health claims
- Sustainability
Alcoholic Drinks
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- Key points
- What we think
- Beer is Brazil’s favorite alcoholic beverage
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- Figure 27: Retail sales of alcoholic drinks for at-home consumption in Brazil, by value, 2009-14
- The forecast for the next years is of a constant growth
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- Figure 28: Best- and worst-case forecast value sales of the at-home alcoholic drinks market in Brazil, at current prices, 2009-19
- Books
- Magazines
- Festivals/Events
- Blogs/Websites
- The on-trade sector has seen a slower growth in recent years
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- Figure 29: Sales of alcoholic drinks in the on-trade sector in Brazil, by value, 2009-14
- Growth forecast for on-trade is slighter bigger than for retail
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- Figure 30: Best- and worst-case forecast value sales of the on-trade alcoholic drinks market in Brazil, at current prices, 2009-19
- Key consumer findings
- Online alcoholic drinks purchases
- Premium products
- Promotions
Beauty and Personal Care
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- Key points
- What we think
- Fewer product launches slowed down market growth in recent years
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- Figure 31: Retail sales in BPC market in Brazil, by value, 2009-14
- New tax measures and price increase curb market sales
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- Figure 32: Forecast of sales in the BPC market based on current prices, by value, Brazil, 2009-19
- Key consumer findings
- Online shopping of BPC products
- The importance of sensory experience
- Beauty blogs and social networks
Household Care
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- Key points
- What we think
- Growing middle class C12 boosted sales in the household care market
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- Figure 33: Retail sales in the household care market in Brazil, by value, 2009-14
- The importance of having a clean house will continue driving positive growth in the market
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- Figure 34: Forecast of sales in the household care products based on current prices, by value, Brazil, 2009-19
- Key consumer findings
- Online shopping of household products
Over-the-counter and Pharmaceutical Products
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- Key points
- What we think
- Population aging and new foreign companies contributed to sales growth in the OTC and pharmaceutical market
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- Figure 35: Retail sales of OTCs and pharmaceutical products in Brazil, by value, 2009-14
- Forecast for the OTC and pharmaceutical market for the next few years is promising
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- Figure 36: Forecast of sales in the OTC and pharmaceutical market based on current prices, by value, 2009-19
- Key consumer findings
- Online shopping of pharmaceutical products
Household Items
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- Key points
- What we think
- Government incentive programs and easy credit boosted household items market
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- Figure 37: Retail sales in the household items market (electrical appliances and furniture), by value, Brazil, 2009-14
- Higher credit interest rates announced by the government might deter consumers from buying household items
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- Figure 38: Forecast of sales in the household items market (electrical appliances and furniture) based on current prices, by value, 2009-19
- Key consumer findings
- Online shopping of household items (electrical appliances, furniture, durable goods)
Vacation
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- Key points
- What we think
- World Cup drove market growth in 2014
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- Figure 39: Sales in the vacation market, by value, Brazil 2009-14
- Strong dollar might make Brazilians spend less on international travel during the next five years
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- Figure 40: Forecast in the vacation market in Brazil, based on current prices, 2009-19
- Key consumer findings
- Tourism opportunities
- Expenditure control
- Online shopping
Transport
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- Key points
- What we think
- The transport market has grown at a steady pace
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- Figure 41: Sales in the transport market in Brazil, by value, 2009-14
- The transport market is forecast to grow by 30% in the next five years
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- Figure 42: Best- and worst-case forecast value sales of the transport market in Brazil, at current prices, 2009-19
- Key consumer findings
- Online transport purchases
- Sales of cars
Technology and Communications
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- Key points
- What we think
- Sales in the technology and communications market more than doubled between 2009 and 2014
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- Figure 43: Sales in technology and communications market in Brazil, by value, 2009-14
- Sales in the market will grow at a slower pace than in previous years
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- Figure 44: Best- and worst-case forecast value sales of the technology and communications market, at current prices, 2009-19
- Key consumer findings
- Online technology and communications purchases
- Concerns about e-commerce
Leisure and Entertainment
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- Key points
- What we think
- The leisure and entertainment industry grew in a slow pace during 2009-14
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- Figure 45: Sales in the leisure and entertainment market in Brazil, by value, 2009-14
- The leisure and entertainment industry is forecast to grow 16% by 2019
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- Figure 46: Best- and worst-case forecast value sales of the leisure and entertainment market in Brazil, at current prices, 2009-19
- Key consumer findings
- Online leisure and entertainment purchases
- Out-of-home leisure activities
- Online leisure activities
Personal Finance and Housing
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- Key points
- What we think
- Organizing personal finance becomes a priority
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- Figure 47: Sales in the personal finance and housing market in Brazil, by value, 2009-14
- The housing market reaches stability
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- Figure 48: Best- and worst-case forecast value sales of personal finance and housing market in Brazil, at current prices, 2009-19
- Key consumer findings
- Online financial transactions
- Managing finance and investments
Clothing and Accessories
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- Key points
- What we think
- Bargains fuel the clothing and accessories market
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- Figure 49: Retail sales in the clothing and accessories market in Brazil, by value, 2009-14
- A sluggish economy and consolidation will impact growth in the next five years
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- Figure 50: Best- and worst-case forecast value sales of the clothing and accessories market in Brazil, at current prices, 2009-19
- Key consumer findings
- Online clothing purchases
- Promotions
- Attitudes toward major events
Miscellaneous Items
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- Key points
- What we think
- Spending on education continues to fuel the miscellaneous items market
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- Figure 51: Retail sales in the miscellaneous items market in Brazil, by value, 2009-14
- Inflation will drive up costs of school supplies
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- Figure 52: Best- and worst-case forecast value sales of miscellaneous market in Brazil, at current prices, 2009-19
- Key consumer findings
- Spending on health and smoking
- Online versus offline
The Consumer – Activities Online
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- Key points
- Emails and accessing social media are the most frequently done activities online
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- Figure 53: Activities online, December 2014
- Young consumers stand out from old consumers in most online activities except online banking and reading the news
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- Figure 54: Activities online, by age group, December 2014
- Young men: Far more likely to shop online
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- Figure 55: Shopping online, by gender, December 2014
- While social media is heaviest used in the South, online dating is biggest in the Northeast
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- Figure 56: Selected activities online, by region, December 2014
- Trend application insight
The Consumer – Internet Safety
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- Key points
- The safety of personal information is the highest concern of internet users
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- Figure 57: Online safety concern, December 2014
- Parents´ concerns with online activities vary as children age
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- Figure 58: Online safety concerns, by age of children in the household, December 2014
- Internet users in the South are the most skeptical about the quality of products and reviews online
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- Figure 59: Selected online safety concerns, by region, December 2014
- Trend application insight
The Consumer – Internet Usage Behavior
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- Key points
- Connected 24/7
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- Figure 60: Internet use behavior, December 2014
- Older users find it easy to switch off and ignore the internet after work
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- Figure 61: Internet use behavior, agreement with selected statements, by age group, December 2014
- Products that monitor the health can appeal to many Southeasterners and males older than 45
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- Figure 62: Internet use behavior, agreement with the statement “I am interested in products that allow me to monitor my health”, by age group and gender, December 2014
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- Figure 63: Internet use behavior, agreement with the statement “I am interested in products that allow me to monitor my health”, by region, December 2014
- Trend application insight
The Consumer – Social Media Behavior
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- Key points
- Links to brands and reviews on social media attract more than a quarter of social media users
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- Figure 64: Social media behavior, December 2014
- People with no children tend to access social media from smartphones
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- Figure 65: Social media behavior, agreement with the statement “I prefer to access social media websites (eg facebook, twitter) via my smartphone,” by presence of children in the household, December 2014
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- Figure 66: Social media behavior, agreement with selected statements, by marriage status, December 2014
- Males tend to find it more beneficial to connect to influential people on social media
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- Figure 67: Social media behavior, agreement with the statement “I find it beneficial to connect with influential people on social media (eg more experienced professional on LinkedIn),” by gender, December 2014
- Trend application insight
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