The Global Economic Crisis: The Impact on Consumer Attitudes & Behaviors in Brazil
Datamonitor, September 2009, Pages: 83
A survey of Brazilian respondents established that 38% either strongly or tended to agree with the statement "I believe my country of residence is in a recession". However their relative conviction in this belief is lower than the global average (69%). This reflects the greater optimism and growing financial and emotional satisfaction among Brazilians as prosperity has increased
Scope
- Detailed analysis documenting Brazilian consumers recessionary mindset and how this influences perceptions about current and future prospects
- Insights highlighting how the economic downturn has affected perceived quality of life, emotional wellbeing and financial security in Brazil
- In-depth analysis of Brazilians changing price sensitivity, value consciousness and attitudes towards private label across four major FMCG sectors
- Countries and categories covered: Brazil; food and non-alcoholic beverages, alcoholic beverages, personal care and household care
Highlights of this title
Optimistic about the economic outlook and their personal finances, Brazilian consumers have become more quality conscious and savvier shoppers, but remain prudent spenders. Nearly half perceive that their lifestyle has been impacted by the recession
Much is made about the growing materialism and brand consciousness among Brazilian shoppers, especially the burgeoning middle class segment. When surveyed in April 2009, more than a quarter of Brazilian respondents disagreed that they were giving up some of their favorite brands in light of the economic downturn
For 77% of Brazilian shoppers, overall quality of products sold has a high amount of influence over where people do their grocery shopping. This is symptomatic of the aspirational mindset among Brazils evolving consumer culture and the opportunities apparent for strong brands that are synonymous with quality
Key reasons to purchase this title
- Gain a detailed understanding of changing consumer attitudes and behaviors amid the downturn in order to determine appropriate recessionary strategies
- Obtain country and sector specific insight about pertinent recessionary themes such as private label and consumers value consciousness
- Assist consumer segmentation and targeting efforts by accessing data from two waves of primary research conducted in August 2008 and April 2009
Overview
Catalyst
Summary
THE FUTURE DECODED
INTRODUCTION: Understanding how recessionary mindsets influence Brazilians attitudes towards and actual consumption is vital
The recessionary mindset of Brazilian consumers is reflected by the widespread belief that theyre in a recession
The economic downturn has had an impact on the lifestyles of more than half of Brazilian consumers
Key takeouts and implications: a recessionary impact on Brazilians lifestyles has not yet been fully matched by a desire to accept the presence of a recession
TREND: Brazilians remain optimistic despite recognition of downturn affecting Brazil
Brazilians are generally content with their quality of life despite being divided about the countrys overall direction
Key takeouts and implications: Brazilians mood towards the direction of the country has dampened slightly but they remain relatively upbeat of their quality of life
TREND: Brazilian consumers have tempered optimism in their financial security and are optimistic about the future economic prospects
Satisfaction with ones financial situation is low among Brazilian consumers despite the wider confidence in the economic situation
Perceptions about the economy, job security, financial status and the housing market in Brazil are all pessimistic to varying degrees, but there is considerable optimism for the six months ahead
Brazilians are managing their finances more closely with some even struggling to pay the bills
Brazilians are making greater efforts to save and still aspire to be less reluctant on credit
Key takeouts and implications: Brazilians recognize that recession has occurred but remain upbeat about the situation and future recovery
INSIGHT: The global economic crisis has had a negative impact on the emotional wellbeing of Brazilians with levels of stress up and personal happiness down
Stress levels have all been negatively impacted during the financial downturn
Work-life balance has also worsened in combination with the deepening downturn
The happiness levels of Brazilian citizens have declined in line with the global economic crisis
Key takeouts and implications: Brazilians report increased stress and fatigue amid the downturn, but are confident that this will not coming towards the end of 2009
INSIGHT: Brazilian consumers have become increasingly price and value conscious following the global economic downturn
Brazilian consumers are becoming more value conscious and therefore looking to save money when buying groceries
Price and value consciousness heavily influences where Brazilian consumers do their grocery shopping and how they shop but quality still matters too
Key takeouts and implications: the general value consciousness of Brazilians has intensified and is reflected by how they determine where to shop
INSIGHT: Brand loyalties are under increasing threat as Brazilian shoppers give up brands and increasingly embrace private label
Brazilian consumers are beginning to give up some of their favorite brands, as they make more considered choices
Private labels are becoming more attractive to Brazilian shoppers, especially in the downturn
Key takeouts and implications: the general value consciousness of Brazilians, combined with their current reflective consumption patterns has the potential to create an optimal platform for private label growth. But consumer brand preferences and perceived quality differentials acts as barriers to private label growth
INSIGHT: Brazilian consumers are embracing money saving tactics when it comes to food and non-alcoholic beverage purchases and preparation
Brazilian consumers are adopting various responses to cut back on food and beverage expenditures, particularly preparing more meals at home
Few Brazilian shoppers consider private label food and non-alcoholic beverages to be identical to famous branded equivalents
Key takeouts and implications: a resurging desire to cook more often at home has occurred yet increased competition in food and non-alcoholic beverages between private label and market leading brand has yet to materialize
INSIGHT: The significant majority of Brazilians personal care regimes and related product choices have been recession resistant
More than three quarters of Brazilian consumers are committed to looking their best in day-to-day life
Price and value conscious personal care/beauty shoppers in Brazil have not made notable changes to their personal care shopping and usage in order to save money
Brazilians are largely unaware or indifferent towards private label personal care products
Key takeouts and implications: Brazilians health and beauty regimes are influenced by a strong desire to look ones best
INSIGHT: Brazilians alcohol consumption patterns and preferences have not changed significantly during the downturn
Brazilian drinkers are careful about how much they spend on alcohol, but do not perceive that they have been making significant cut backs in the amount they consume
Brazilian drinkers have become more value conscious in both their at-home and out-of-home alcoholic beverage choices in 2008-09
Private label alcohol is not as prevalent in Brazil as in other countries which results in uncertainty about comparative quality against branded equivalents
Brazilian drinkers are more concerned about the quality credentials of alcoholic beverage brands and are less concerned about brand image
Key takeouts and implications: there has been little to no change for around six in ten Brazilian drinkers suggesting that alcohol is largely recession resistant
INSIGHT: Brazilians household care buying preferences are heavily shaped by price consciousness irrespective of an economic downturn
Price led value is still the most influential factor for Brazilians household and laundry care purchases but preferences do reflect other important influences
The private label household care market in Brazil is small but potentially lucrative given shoppers desire for value
Key takeouts and implications: Brazilians associate hygiene and cleanliness with wellbeing and this, combined with their inherent dislike of household chores, makes them somewhat quality conscious
ACTION POINTS
ACTION: Adopt a relentless approach to delivering and communicating better value-for-money than the competition without just focusing on lower prices
Actively demonstrate value-for-money by re-appraising marketing initiatives, including slogans
Appeal to Brazilian consumers desire to be better shoppers
Ensure that the value gains are instantaneous
Evaluate and adapt cost structures so that it is feasible to offer value-for-money solutions
Focus on quality to maintain differentiation and prove to consumers that quality really matters
Start planning for the longer-term by continually tracking Brazilian consumers as an economic recovery begins to become a reality
APPENDIX
Methodology
Further reading and references
Ask the analyst
Disclaimer
List of Tables
Table 1: Consumer survey: level of satisfaction with "the general direction of how things are going" and "quality of life", in Brazil (compared with the global average), 2009
Table 2: Consumer survey: satisfaction with current financial situation and importance attached to wealth/ income and having finances in good order, in Brazil (compared with the global average), 2009
Table 3: Consumer survey: perceptions of whether broader economic conditions, households financial situation, job security/confidence and housing market confidence had improved or worsened in the six month previous and how each might change in the proceeding six months, in Brazil, 2009
Table 4: Consumer survey: propensity to feel tense and the extent to which perceived levels of stress have changed in the last six months and are expected to change in the next six months, in Brazil, 2008-09
Table 5: Consumer survey: propensity to feel very tired and the extent to which perceived work-life balance has changed in the last six months and are expected to change in the next six months, in Brazil
Table 6: Consumer survey: happiness levels and the extent to which perceived happiness has changed in the last six months and are expected to change in the next six months, in Brazil, 2008-09
Table 7: Consumer survey: changing value-consciousness and desire to save money when buying groceries among Brazilian shoppers, 2009
Table 8: Consumer survey: changing efforts being made to use coupons, change grocery store choice to save money, embrace more disciplined shopping and gather and utilize store price information, among Brazilian shoppers, 2008-2009
Table 9: Consumer survey: the relative cost/value and quality consciousness of Australians and global consumers overall when purchasing food and beverage products in 2008
Table 10: Consumer survey: the extent to which Brazilian consumers are making effort to save money by adopting various food and drinks consumption and preparation approaches, 2008-09
Table 11: Consumer survey: perception about the relative superiority or inferiority of private labels versus well known or market leading famous brands in food, soft drinks and hot drinks, in Brazil, 2009
Table 12: Consumer survey: the importance attached to looking ones best in day-to-day life, the pressure to look good, and satisfaction with physical attractiveness/ appearance, among Brazilian consumers, 2008 and 2009
Table 13: Consumer survey: the extent to which consumers are making an effort to save money by using spas or salons less often, in Brazil, 2008-09
Table 14: Consumer survey: attempts made by Brazilians to change their personal care/beauty habits in order to save money, by product category, 2008-09
Table 15: Consumer survey: perception about the relative superiority or inferiority of private labels versus well known or market leading famous brands for grooming/ beauty products, and agreement that such products are good alternatives to well known or market leading famous brands, in Brazil, 2009
Table 16: Consumer survey: attentiveness towards the amount of money spent on alcohol and the degree to which alcoholic beverage consumers in Brazil have cut down on the overall amount of alcohol bought/consumed in 2008-09
Table 17: Consumer survey: the degree to which household and laundry care consumers in Brazil have cut down on the overall amount of alcohol bought/consumed in 2008-09
Table 18: Consumer survey: Brazilian attitudes towards doing housework, 2008
Table 19: Consumer survey: perception about the relative superiority or inferiority of private labels versus well known or market leading famous brands for household cleaning/laundry products, and how often such products are purchased to save money, in Brazil, 2009
List of Figures
Figure 1: Datamonitors Recession and Recovery portal will allow industry players to continually identify emerging opportunities and track what is happening in the Brazilian economy as it develops
Figure 2: More than one-third of Brazilian consumers believe the country is in recession but a relatively small proportion of these strongly agree
Figure 3: One-in-four Brazilian consumers feels that their lifestyle has not changed in light of the downturn
Figure 4: Brazilian consumers are divided about the direction their country is taking but this has not significantly impacted their perceptions on quality of life
Figure 5: Brazilians positive views about the general direction of the country have improved in the last decade but societal skepticism is still pronounced
Figure 6: Over the course of 2008 and 2009, Brazilians have expressed considerably higher positivity about the economic situation in the country compared to US citizens
Figure 7: Brazilians, having become more prosperous, increasingly welcome a free market economy
Figure 8: Nearly half of Brazilian consumers are currently dissatisfied with their financial situation
Figure 9: Brazilians negativity about the economy at large is greater than that shown towards their personal situation
Figure 10: More than half of Brazilians expect economic conditions and their own households finances to improve in the period April 2009 through to October 2009 and many feel good about their job security too
Figure 11: The future focused economic confidence of Brazilians looking forward to 2010 is very strong
Figure 12: Brazilian consumers are managing their finances more closely while two-in-five individuals report difficulties in paying all the bills
Figure 13: Brazilians have become more accepting of credit and express a decreasing desire to save money
Figure 14: The economic downturn has also been accompanied by additional stress levels among Brazilians
Figure 15: Brazilians are prone to fatigue while almost one-quarter has experienced a worsening work-life balance in the period October 2008 to April 2009
Figure 16: Nearly one in four Brazilian citizens has become less happy during the period October 2008 to April 2009
Figure 17: The overwhelming majority of Brazilian consumers are more value conscious following the downturn
Figure 18: Quality of products sold has more influence than lower prices or habit over where people in Brazil do most of their grocery shopping
Figure 19: Price and value consciousness is influencing where Brazilian consumers do their grocery shopping and how they shop
Figure 20: Indexed retail channel sales for food, drink and tobacco, Brazil, 2004-2008
Figure 21: As the global economic downturn has intensified, so too has the extent to which Brazilian consumers have been forced to sacrifice some of their favorite brands
Figure 22: Being seen with the "right brand" is more important to Brazilians than US consumers
Figure 23: Private label range plays a small role in where people shop, in Brazil, compared to globally
Figure 24: Less than a third of Brazilian shoppers are routinely buying private label/store branded products in an effort to save money
Figure 25: The private label market is impacted by a broad range of drivers and inhibitors
Figure 26: Brazilians became increasingly value conscious in their food and beverage choices in 2008, but that was not reflected by a substantial quality compromise
Figure 27: The attributes deemed most influential in what food and beverages Brazilians buy highlight the importance of living well for less money
Figure 28: Brazilians are adopting various responses to cut back on food and beverage expenditures
Figure 29: The changes in self-reported propensity for Brazilian consumers to cook an evening meal at home from scratch have become less polarized in 2008-09
Figure 30: There have been slight increases in the propensity for Brazilians to have a occasional takeaway meals at home but fewer have been doing so every day so far in 2008-09
Figure 31: Brazilian consumers have generally negative opinions of private label food and non-alcoholic beverage products available in their home market
Figure 32: Brazilian consumers are highly appearance conscious and this makes them less willing to trade-down when making personal care choices
Figure 33: Brazilian personal care/beauty shoppers became more price and value conscious in 2008 but showed little desire to sacrifice on quality
Figure 34: Personal care/beauty shoppers in Brazil and elsewhere are highly price conscious
Figure 35: More than one-third of Brazilian consumers consider private label beauty products to be good alternatives to well known or market leading brands
Figure 36: Brazilian consumers are careful about how much they spend on alcohol, but do not perceive that they have been making significant cut bucks in the amount they consume
Figure 37: Value consciousness among Brazilian drinkers has had more impact on at-home alcoholic drinks consumption in 2008-09
Figure 38: Brazilian drinkers, perhaps influenced by a sense of entitlement, are reluctant to opt for cheaper brands and formats of alcoholic beverages
Figure 39: Over half of Brazilian drinkers are highly influenced by alcohol beverage promotional offers
Figure 40: Only 16% of Brazilian drinkers believe that private label alcoholic drinks are good alternatives to market leading or famous brands
Figure 41: Brazilians are largely unfamiliar with or inexperienced drinkers of private label alcohol beverages
Figure 42: Although Brazilian drinkers are price conscious, brand name is becoming more important
Figure 43: Price led value is still the most influential factor for Brazilians household and laundry care purchases
Figure 44: In 2008, Brazilian household and laundry care choices were made with greater consideration for cost/ value but consumers showed an ongoing desire for efficacy led quality
Figure 45: Brazilians value cleanliness, inherently dislike household tasks and seek to minimize the amount of time they spend on such tasks
Figure 46: More than three-quarters of Brazilians are frequent purchasers of household care products on the basis of value-for-money
Figure 47: One in five Brazilians regularly purchases private label household care products to save money
Figure 48: A small proportion of Brazilians consider private label household and laundry products to be superior to branded equivalents
Figure 49: Everyday value pricing is an appealing offer for many Brazilian consumers who are re-prioritizing their purchasing amid the economic slowdown
Figure 50: Carrefour is highlighting the value gains for Brazilian consumers
Figure 51: Shopping strictly from a list is likely to rise during recession so could become a key consumer behavior to target
Figure 52: Brazilian retailers are changing their loyalty cards to provide a more augmented offering
Figure 53: Manufacturers and retailers looking to deliver value-for-money must in the provision of factors associated with the PPI, but while also offering consumers lower than expected prices
Figure 54: Datamonitors Recession and Recovery portal will facilitate forward thinking planning for those leading companies that start planning for the longer-term
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