Brasil Pack Trends 2020

BrasilPackTrends2020 57 fatores que influenciam o mercado de bens de consumo The Ipsos research shows that a very low percentage of the low-income consumers that has a microwave, with an average of 13% and maximum of 23% (group of Spenders), and also that less than half (42%) usually consume frozen food. Those are relevant data to the food packages segment. Another research of Boston Consulting Group (BARRETO; BOCHI; ABRAMOVICS, 2002) identified the products of the class C shopping list, subdividing them into “Essential Items”, “Abandoned if $ is Short” and “Desirable Superfluous”. As an example, Frame 2.3 presents some of the items considered in the research. As noted by the researchers, food products represent items that consumers try to preserve more. Among the factors influencing food purchases, the research highlights the price/sale (38%), the expiry date of the products (22%), flavor and aroma (13%) and brand recognition (13%). The toiletries form a group quite sensitive to the decrease in disposable income, and may be greatly reduced on the shopping list. For this category the key influencers are price/sale (31%), smell (22%) and brand recognition (22%). Cleaning products for the home are the ones that provide personal satisfaction to the housewives of the class C. In this category, consumers are more influenced by price/sale (31%), smell (20%), brand recognition (16%) and yield (14%). BOP segment potential However, even with the rise of the low-income social strata, observed in recent years, Brazil still retains a large portion of the population out of the consumer market, while setting a strong social inequality and a huge potential for future growth. This contingent of the population is often identified as the segment BOP - Bottom of the Pyramid. FRAME 2.3 Boston Consulting Group Research - Class C Shopping List Categories Essential Items Abandoned if $ is Short Desirable Superfluous Food Rice, beans, pasta, meat, chicken, vegetables, coffee, milk carton, margarine, soybean oil, tomato paste, powdered drinks Mineral water, beer, biscuit/ cookie, milk cream, condensed milk, cold cuts, yogurt, mayonnaise Beer, wine, sweets, desserts, cold cuts, packaged snacks, frozen, prepackaged, cake mix, fruit juice Toiletries Bleach, detergent, steel wool, toilet paper, washing powder and washing bar Fabric softener, paper napkin, insecticide, glass cleaner, furniture polish Grease for shoes, broom/ squeegee Home cleaning Sanitary napkin, razor, toothpaste, deodorant, soap and shampoo Conditioner, moisturizer, shaving cream, thin soap, dental floss Toothbrush, dental floss Fonte: Barreto; Bochi; Abramovics et al., 2002