Table of Contents
Executive Summary
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- The consumer
- Eating out, technology, leisure, clothing, and alcoholic drinks were the main areas of cutting back
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- 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
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- Figure 2: Reasons to change purchasing habits, Brazil, April 2015
- TV, still a powerful vehicle to advertise promotions
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- Figure 3: Actions to save money, Brazil, April 2015
- 37% of Brazilians are brand loyal
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- Figure 4: Attitudes toward spending, Brazil, April 2015
- What we think
Issues and Insights
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- 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
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- Mood to Order
- Totophobia
- The Nouveau Poor
Market Drivers
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- Key points
- GDP continues its declining trend
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- Figure 5: Change in GDP, 2001-14
- Inflation peaks in Q1 of 2015
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- 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
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- Figure 9: SELIC prime interest rate, annual percentage, 2010-15
- 2015: A year of rising unemployment
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- Figure 10: Unemployment rate in moving quarters, 2014-15
The Consumer – Changes in Volume Purchased
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- Key points
- Eating out, technology, leisure, clothing, and alcoholic drinks were the main areas of cutting back
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- 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
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- 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
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- Figure 13: Purchasing more of selected categories, by age group and total, April 2015
The Consumer – Reasons to Change Purchasing Habits
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- Key points
- High food prices and utility bills are by far the main reasons leading to changes in purchasing habits
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- 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
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- 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
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- 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
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- Figure 17: Selected reasons to change purchasing habits, by socioeconomic group, Brazil, April 2015
The Consumer – Actions to Save Money
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- Key points
- TV, still a powerful vehicle to advertise promotions
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- Figure 18: Actions to save money, Brazil, April 2015
- Internet and TV reach different income groups
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- Figure 19: Selected actions to save money, by socioeconomic group, Brazil, April 2015
- Promotions in the newspaper attract 25% of males 55 and older
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- Figure 20: Selected actions to save money, by gender and age group, Brazil, April 2015
The Consumer – Attitudes toward Spending
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- Key points
- 37% of Brazilians are brand loyal
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- Figure 21: Attitudes toward spending, Brazil, April 2015
- Young adults are more likely to enjoy combining shopping with other leisure activities
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- 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
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- 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
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- Figure 24: Selected attitude toward spending, by gender and age group, Brazil, April 2015
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