Brasil Pack Trends 2020

BrasilPackTrends2020 61 fatores que influenciam o mercado de bens de consumo E-consumers growth The ingress of the internet and social media in Brazil has occurred widely and rapidly in society, with impacts on the buying habits of the population. A research conducted by Capgemini company (DIGITAL. .., 2012) shows that more than two thirds of consumers in developing markets, including Brazil, declare interest in seeking information about new products on social media and blogs. According to a study by McKinsey & Company, the Brazilian e-consumers have represented a growing part of the population from 15 to 64 years, growing from 2.5% in 2004 to 21.9% in 2011 (Picture 2.7). The use of the internet for buying consumer goods affects the logistics system in the industry. Products that were transported by consumers come to depend on a packaging system in transport vehicles for delivery, and may require new packing characteristics. The use of the internet and social networks to obtain information about products changes the traditional way of identification of goods, that used to be exclusively by the information contained in its labeling. A PWC study (CUSTOMERS…, 2011) considers that, in 2020, the global retail will provide a personalized service to consumers, with integration of interactive communication channels. It is estimated that retailers adopt more sophisticated communication tools and should adapt to changes that will occur in the supply chain. The growth of service delivery and the great diversity of items sold, among other things, will require from retailers a greater efficiency to offer greater convenience and variety for consumers. PICTURE 2.7 Growth of e-commerce activity and of the number of e-consumers in Brazil Source: Chanes; Hoefel; Martins, 2012