What you need to know
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.
In order to get the best price, middle class consumers are spending time to shop around, paying in full, and using credit cards with special rewards. Although internet access has increased, they still pay more attention to offline than online advertising.
Middle class consumers are also very concerned about the environment, so companies and brands should benefit from being green. Apart from delivering their products in a package that meets their needs, consumers will also expect them to come in a material that is environmentally friendly.
Definition
For the purpose of this report, the middle-class encompasses those from the socioeconomic group C12. The socioeconomic groups here are defined according to Critério Brasil (defined by ABEP, the Brazilian Association of Research Companies) based on a combination of education as well as ownership of properties and consumer goods.
According to the criteria, 48.4% of the Brazilian population is part of the middle-class. Mentions of the terms ‘middle-class’ and ‘socioeconomic group C’ refer to socioeconomic group C12.
