Brasil Pack Trends 2020

BrasilPackTrends2020 62 fatores que influenciam o mercado de bens de consumo Changes in new generations’ behavior According to a study performed by the Grail Research company (CONSUMERS..., 2011), “each generation is characterized by different experiences that shape their perspectives and behavior”. From this premise, the behavior of different generations has been studied in relation to the impacts on the consumer market, commonly by classifying these generations into categories, such as “Boomers,” Generations X, Y, Z, Alpha etc. This approach indicates characteristics that may lose or gain importance in the population consumption profile over time and, for this reason, a brief reflection on their potential influences on the Brazilian consumer market is held. However, it is important to note some of the limitations of this type of analysis. Firstly, there is the problem of generalization of categories between countries, since the relevant historical facts to force any change in consumption behavior of a generation relative to each other differ from country to country. The ratings assigned to successive generations of consumers have emerged from researches in countries such as the United States, with demographic profiles and specific market structures, in other words, with a complex set of variables able to shape certain purchase and consumption profiles. Thus, it is necessary to be careful on the use of labels X, Y or Z to analyze Brazilian generations. A second aspect concerns the variation of the classification criteria adopted to define those categories among different researchers. For example, some authors consider the Generation Y and the “Millennials” as being the same, on the other hand, others consider them as distinct segments. The adopted nomenclature varies often, as well as the tracks considered for the years of birth of each generation (Frame 2.4). FRAME 2.4 Generations of consumers categories Categories Birth year “Silent Gen” 1924-1945(a) 1929-1945(d) 1930-1945(e) “Baby Boomers” 1940-1960(a) 1945-1965(b) 1946-1964(d) 1946-1964(e) Generation X 1963-1978(a) 1960-1980(b) 1965-1977(d) 1965-1976(e) Generation Y 1980-1999(a) 1980-2000(b) 1978-1994(d) 1977-1994(e) “Millenials” 2000-2007(a) Generation Z 1995-2010(b) 1995-2005(d) 1995 em diante Generation Alpha 2010-2025(b) Source: (a) Eating…, 2007; (b) Consumers…,