Brazilian Consumer Lifestyles Report – What’s next for consumer spending in this emerging giant

Date: 2015-09

“Why was the report written?
Brazil will be one of the most important markets for consumer packaged goods over the next decades, as a buoyant population become increasingly affluent. However Brazil’s large, young population and the rapid rate of change in lifestyles, discretionary incomes and shopping habits can make it difficult for marketers to identify the key trends driving consumer behavior.

What is the current market landscape and what is changing?
Brazil is still a very young country, but its population is aging rapidly compared to other emerging markets, and will peak in 2042. Meanwhile Brazil’s middle class explosion will stall without new talent, and high levels of income inequality will affect consumer markets. A key opportunity for marketers will be the “floating” class, people who are neither poor nor yet in the middle class.

What are the key drivers behind recent market changes?
More working women, increasing online connectivity and the spread of cars and consumer durables such as freezers will reshape Brazilian society. More working women means there will be greater demand for on-the-go and convenience foods, while growing car ownership rates will boost the expansion of hypermarkets and big-box retailers. Meanwhile Brazilians are already among the heaviest consumers of online content, and the number of mobile and internet subscriptions are increasing. These trends will combine to change not just what Brazilians shop for, but how they shop for it.

What makes this report unique and essential to read?
This report collates data highlighting the key changes in Brazilian lifestyles, providing a clearer picture of the demographic, economic and consumer landscape and allowing marketing tactics and strategy to be updated in order to target the best emerging opportunities in the market.”

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