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Brasil
PackTrends
2020
57
fatores que influenciam o mercado de bens de consumo
The Ipsos research shows that a very low
percentage of the low-income consumers that has a
microwave, with an average of 13% and maximum of
23% (group of Spenders), and also that less than half
(42%) usually consume frozen food. Those are relevant
data to the food packages segment. Another research
of Boston Consulting Group (BARRETO; BOCHI;
ABRAMOVICS, 2002) identified the products of the
class C shopping list, subdividing them into “Essential
Items”, “Abandoned if $ is Short” and “Desirable
Superfluous”. As an example, Frame 2.3 presents some
of the items considered in the research.
As noted by the researchers, food products
represent items that consumers try to preserve more.
Among the factors influencing food purchases, the
research highlights the price/sale (38%), the expiry date
of the products (22%), flavor and aroma (13%) and brand
recognition (13%). The toiletries form a group quite
sensitive to the decrease in disposable income, and may
be greatly reduced on the shopping list. For this category
the key influencers are price/sale (31%), smell (22%)
and brand recognition (22%). Cleaning products for the
home are the ones that provide personal satisfaction to
the housewives of the class C. In this category, consumers
are more influenced by price/sale (31%), smell (20%),
brand recognition (16%) and yield (14%).
BOP segment potential
However, even with the rise of the low-income
social strata, observed in recent years, Brazil still retains
a large portion of the population out of the consumer
market, while setting a strong social inequality and a
huge potential for future growth. This contingent of the
population is often identified as the segment BOP -
Bottom of the Pyramid.
FRAME 2.3
Boston Consulting Group Research - Class C Shopping List
Categories
Essential Items
Abandoned if $ is Short
Desirable Superfluous
Food
Rice, beans, pasta, meat,
chicken, vegetables, coffee,
milk carton, margarine,
soybean oil, tomato paste,
powdered drinks
Mineral water, beer, biscuit/
cookie, milk cream,
condensed milk, cold cuts,
yogurt, mayonnaise
Beer, wine, sweets, desserts,
cold cuts, packaged snacks,
frozen, prepackaged, cake mix,
fruit juice
Toiletries
Bleach, detergent, steel
wool, toilet paper, washing
powder and washing bar
Fabric softener, paper
napkin, insecticide, glass
cleaner, furniture polish
Grease for shoes, broom/
squeegee
Home cleaning
Sanitary napkin, razor,
toothpaste, deodorant, soap
and shampoo
Conditioner, moisturizer,
shaving cream, thin soap,
dental floss
Toothbrush, dental floss
Fonte: Barreto; Bochi; Abramovics et al., 2002