Brasil Pack Trends 2020

BrasilPackTrends2020 48 fatores que influenciam o mercado de bens de consumo Changes in family structure In Brazil (IBGE, s.d.), there is a trend of gradual change in the structure of families in a slightly more pronounced manner in the number of couples with children. In 17 years, the relative participation of this couples declined from 59.35% to 47 30%, approximately (Picture 2.3). Conversely, there was an increase in the number of couples without children (from 12.88% to 17.40%), of single person households (7.26% to 11.50%) and of women with no spouse and children (15.06% to 17.40%). These changes in the profile of the Brazilian family affect the market for consumer goods, with the increase in the relative participation of non-traditional family structures. For example, the familiar category DINK (Dual Income No Kids), which could represent nearly 20% of households by 2020, usually is characterized by a strong propensity to seek satisfaction through the purchase of consumer goods. The growth of single person households tends to increase the demand for smaller portions and packaging of food and beverages, cleaning and hygiene products and cosmetics, among others. Urbanization Since 1980, Brazil has a predominantly urban population and there is a progressive increase decade after decade. In 2010, over 160 million people now live in cities, above 84% of the total population (POPULAÇÃO.., 2012). This population is accustomed to the peculiar consumer goods market of the cities, characterized by the need for greater convenience. Still, some aspects deserve mention, such as regional differences, the distribution of people by municipality and the formation of metropolitan areas and megacities. Regionally, the data from the last demographic census (IBGE, 2010) indicate that the South (84.93%) and Midwest (88.82%) are positioned close to the national average. However, there is a higher concentration in the Southeast Region (92.92%) and relatively smaller urban populations in the North (73.51%) and Northeast (73.13%). Regarding the distribution of the population it is found that 45.19% of the cities have less than 10,000 inhabitants, comprising only 4.73% of the total urban population (7.6 million inhabitants). In these municipalities, over 40% of people live in rural areas. Moreover, half of the urban population (51.45%, 82.7 million) are concentrated in just 2.39% of the cities that have more than 100 thousand inhabitants, of which over 90% live in urban areas (IBGE, 2010). Another aspect concerns to the large urban agglomerations. According to the CENSO (IBGE, 2010), Brazil has 36 metropolitan regions and 3 development integrated regions (Table 2.3). The Southeast concentrates almost half of the urban population in these regions, including the three most populous cities in Brazil: São Paulo, Rio de Janeiro and Belo Horizonte. It can be observed that there are differences between the various regions, considering the percentage of people living in urban areas, ranging from 53.17% to 99.37%. Therefore, the less saturated regions still have the capacity to absorb residents from rural areas, or new consumers who tend to incorporate the consumption habits of urban life. Such differences suggest that the evolution of consumer habits in the next decades will occur with different dynamics depending on the region, something that should be considered in the analysis of the trends identified on this study.