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Brasil
PackTrends
2020
56
fatores que influenciam o mercado de bens de consumo
continue, for many years, showing high rates of personal
income concentration, although decreasing”. Therefore,
the Triple A segment should keep the more sophisticated
consumer goods market warm, in which the aesthetics
and design of packages perform strategic functions for
adding value to prestige products.
A study of Bain & Company (D’ARPIZIO, 2011)
estimated that the luxury market growth in Brazil was
around 20% between 2009 and 2011. According to
KPMG (RESURGENCE..., 2011), the Brazilian luxury
market grew 22% in 2010, amounting to US$ 7.6
billion. KPMG has estimated a growth of 15.2% per
year between 2010 and 2025, reaching a value of US$
63.5 billion, which would represent 6% of the global
luxury goods market. However, it should be noted that, in
emerging markets like Brazil, luxury goods have distinct
characteristics from those known in developed countries.
For example, emerging consumers tend to seek social
recognition and status symbols, characterized by
values such as excess, extravagance and ostentation
(D’ARPIZIO, 2011).
However, the major driver of growth in the
industrial sector should come from two segments that
maintain close ties: a New Middle Class and the people
at the base of the Brazilian socioeconomic pyramid.
Social ascension and consolidation of the New
Middle Class (Class C)
The Brazil Food Trends 2020 study (BRASIL…,
2010) showed that the participation of groups of
individuals of the lower income, in the total income of
the country, increased by 52.4% from 1996 to 2008,
while the higher income stratum had reduced its relative
participation from 47.5% to 43.2% during the same
period. This small movement toward a more equitable
society regarding income distribution gave a strong
positive impact on the Brazilian economy. According to
the Fecomercio-SP (2012, p. 6) study, “more than 12
million of families (nearly 40 million of people) climbed
to income classes B and C between 2003 and 2009.”
According to a study of the Strategic Affairs
Department, the federal government (BARROS;
DIECKMANN; MENDONÇA et al., 2011), the high
income growth of the poorest population promoted a
“reduction of inequality and a widening of the Brazilian
middle class without precedent in history. “For the
authors, the determinants of this movement were the
social protection system, the more inclusive model of
economic growth, the expansion of the access to credit,
the actual increase in the minimum wage, the increase
of productivity and the education level of the workforce,
among other factors.
The New Middle Class has driven the consumer
goods demand in Brazil and caused structural changes in
the market, since these customers require products that
meet their desire for greater sophistication of purchase,
for an affordable price, according to their purchasing
power, that, even having been enlarged, is still very low.
This condition brings challenges for the consumer goods
industries. For example, a work of PROFUTURO (WRIGHT;
SILVA; SPERS, 2009) indicates some characteristics
to be observed to attend this popular products market:
affordability, simplicity, adequacy of benefits to popular
profile, selective use of technology and suitability for sale
in small retail stores, among others.
A research of Ipsos company (PESQUISA...,
2008) revealed the heterogeneity of the low-income
consumers, classified into five groups, according to
their affinity of consumption habits and motivations for
buying: Spenders (15% of consumers), Cautious (44%),
Indebted (8%), Austere (14%) and Les Miserables
(19%). It was observed that three groups (Cautious,
Austere and Les Miserables), which represent the
vast majority (77%) of low-income consumers, do not
value or attach little value to the status provided by the
purchase of goods and services of prestigious brands,
or do not have sufficient resources to allow that the
pursuit of status serves as a major factor of motivation
for the purchase. On the other hand, only 15% of these
consumers (the group of Spenders) exhibit a behavior
similar to consumers in classes A and B, by having
higher income compared to the others. The Indebted
group also demonstrates some propensity to consume
goods and services of prestigious brands, but their
debts inhibit their desire for consumption.