Table of Contents
Executive Summary
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- The market
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- 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
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- Figure 2: Changes in volume purchased, September 2015
- Shopping around is an important shopping habit
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- Figure 3: Shopping habits of middle class consumers, by age, September 2015
- Protecting the environment is a high priority
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- 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
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- Figure 5: Attitudes toward advertisements, by age, September 2015
- What we think
Issues and Insights
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- 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
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- A falling GDP
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- Figure 6: Percentage variation in the quarter compared to the same quarter in the previous year
- Inflation peaks in Q1 of 2015
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- Figure 7: IPCA monthly change, in %, August 2014-September 2015
- Unemployment keeps rising
- Interest rate rises to hold back consumption
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- 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
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- 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
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- 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
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- Figure 9: Changes in volume purchased, September 2015
- As for those purchasing more, young consumers stand out in all categories
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- Figure 10: Changes in volume purchased, by age, September 2015
Shopping Habits
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- Shopping around is an important shopping habit
- Keeping consumers instead of letting them shop around
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- Figure 11: Shopping habits of middle class consumers, by age, September 2015
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- Figure 12: Shopping habits, by socioeconomic group, September 2015
- Card benefits not used as much by C12 consumers as ABs
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- Figure 13: Shopping habits, by socioeconomic group, September 2015
- Internet deals and coupons are still only used by a minority
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- Figure 14: Shopping habits, by socioeconomic group, September 2015
Attitudes towards Lifestyle
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- Consumers are engaged in protecting the environment
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- Figure 15: Products using material from responsible sources in their packaging, Brazil
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- 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
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- Figure 17: Attitudes toward lifestyle, by socioeconomic group, September 2015
Attitudes towards Advertisements
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- Advertising on social networks are more welcoming compared to regular websites
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- 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
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- Figure 20: Attitudes toward advertisements, by socioeconomic group C12, September 2015
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- 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
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- Figure 22: Attitudes toward advertisements, by socioeconomic group, September 2015
- Boosting sales with free samples and trialing
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- Figure 23: Attitudes toward advertisements, by socioeconomic group, September 2015
Appendix – Methodology and Definitions
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- Abbreviations
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