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Brasil
PackTrends
2020
58
fatores que influenciam o mercado de bens de consumo
According to the Boston Consulting Group study
(AGUIAR; CUNHA; PIKMAN, 2008), two-thirds of
Brazilian families are on the threshold of economic
viability, eager to be part of the consumer society. This
repressed demand exists also in other regions, such as
Africa, China, India and Eastern Europe, representing
a huge potential market, named “next billion” by the
authors of the study. In recent years, this potential has
become reality in Brazil, largely due to economic growth
and policies of income distribution.
According to researchers at the Boston
Consulting Group, the exploration of the consumption
potential of people at the base of the socioeconomic
pyramid may require a business model with specific
characteristics regarding product design, distribution
systems, communication programs, organizational
structure and strategic alliances. For example, they cite
the creation of smaller and less expensive packages as
one of the best ways to make products more accessible
to this segment of consumers (AGUIAR; CUNHA;
PIKMAN, 2008).
The movement of large corporations towards
the base of the pyramid markets can cause significant
changes in the consumer goods sector and, consequently,
in the packages sector. For example, Tetra Pak, aiming to
explore the market potential at the base of the pyramid,
established as a major challenge to provide “properly
packaged products that they need, increasingly, at
an affordable price”. In the words of Dennis Jönsson,
president and CEO of the Tetra Pak Group:
“Our industry had traditionally been
developing products from bottom to
top, adding value along the way. We
must now do the opposite to realize the
potential of this market. Maybe we need
to rely on a different approach in rela-
tion to the risk, to the investment and
to the organization in different markets
to meet the challenges of distribution
and point of sale. We are convinced that
innovation, partnership and commitment
are the key to success in this market.
We develop and sell products differently
to increase the availability of good nu-
trition in developing countries. This is
an opportunity that our industry cannot
afford to lose. It is an opportunity to
transform lives by making safe and heal-
thy food available to a new generation of
emerging consumers.”
In the next decades, the influence of the BOP
segment may be very large, an optimistic scenario
marked by the economic growth sustentation, continuity
of income distribution policies and progressive increase
in investment in education. These and other factors will
determine the greater or lesser rise from the base of the
Brazilian socioeconomic pyramid to the consumer goods
market. Millions of new consumers will be incorporated
into this market, expanding the New Middle Class,
further leveraging the demand and changing the
configuration of this market.