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Brasil
PackTrends
2020
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.