Brasil Pack Trends 2020

BrasilPackTrends2020 58 fatores que influenciam o mercado de bens de consumo According to the Boston Consulting Group study (AGUIAR; CUNHA; PIKMAN, 2008), two-thirds of Brazilian families are on the threshold of economic viability, eager to be part of the consumer society. This repressed demand exists also in other regions, such as Africa, China, India and Eastern Europe, representing a huge potential market, named “next billion” by the authors of the study. In recent years, this potential has become reality in Brazil, largely due to economic growth and policies of income distribution. According to researchers at the Boston Consulting Group, the exploration of the consumption potential of people at the base of the socioeconomic pyramid may require a business model with specific characteristics regarding product design, distribution systems, communication programs, organizational structure and strategic alliances. For example, they cite the creation of smaller and less expensive packages as one of the best ways to make products more accessible to this segment of consumers (AGUIAR; CUNHA; PIKMAN, 2008). The movement of large corporations towards the base of the pyramid markets can cause significant changes in the consumer goods sector and, consequently, in the packages sector. For example, Tetra Pak, aiming to explore the market potential at the base of the pyramid, established as a major challenge to provide “properly packaged products that they need, increasingly, at an affordable price”. In the words of Dennis Jönsson, president and CEO of the Tetra Pak Group: “Our industry had traditionally been developing products from bottom to top, adding value along the way. We must now do the opposite to realize the potential of this market. Maybe we need to rely on a different approach in rela- tion to the risk, to the investment and to the organization in different markets to meet the challenges of distribution and point of sale. We are convinced that innovation, partnership and commitment are the key to success in this market. We develop and sell products differently to increase the availability of good nu- trition in developing countries. This is an opportunity that our industry cannot afford to lose. It is an opportunity to transform lives by making safe and heal- thy food available to a new generation of emerging consumers.” In the next decades, the influence of the BOP segment may be very large, an optimistic scenario marked by the economic growth sustentation, continuity of income distribution policies and progressive increase in investment in education. These and other factors will determine the greater or lesser rise from the base of the Brazilian socioeconomic pyramid to the consumer goods market. Millions of new consumers will be incorporated into this market, expanding the New Middle Class, further leveraging the demand and changing the configuration of this market.