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Brasil
PackTrends
2020
61
fatores que influenciam o mercado de bens de consumo
E-consumers growth
The ingress of the internet and social media
in Brazil has occurred widely and rapidly in society,
with impacts on the buying habits of the population. A
research conducted by Capgemini company (DIGITAL.
.., 2012) shows that more than two thirds of consumers
in developing markets, including Brazil, declare
interest in seeking information about new products
on social media and blogs. According to a study by
McKinsey & Company, the Brazilian e-consumers have
represented a growing part of the population from 15
to 64 years, growing from 2.5% in 2004 to 21.9% in
2011 (Picture 2.7).
The use of the internet for buying consumer
goods affects the logistics system in the industry.
Products that were transported by consumers come to
depend on a packaging system in transport vehicles for
delivery, and may require new packing characteristics.
The use of the internet and social networks to obtain
information about products changes the traditional way
of identification of goods, that used to be exclusively
by the information contained in its labeling. A PWC
study (CUSTOMERS…, 2011) considers that, in
2020, the global retail will provide a personalized
service to consumers, with integration of interactive
communication channels. It is estimated that retailers
adopt more sophisticated communication tools and
should adapt to changes that will occur in the supply
chain. The growth of service delivery and the great
diversity of items sold, among other things, will require
from retailers a greater efficiency to offer greater
convenience and variety for consumers.
PICTURE 2.7
Growth of e-commerce activity and of the
number of e-consumers in Brazil
Source: Chanes; Hoefel; Martins, 2012