Abstract
Introduction
Datamonitor' s survey of Brazilian respondents established that 38% either
' strongly' or ' tended' to agree with the statement "I believe my country of
residence is in a recession". However their relative conviction in this belief
is lower than the global average (69%). This reflects the greater optimism and
growing financial and emotional satisfaction among Brazilians as prosperity
has increased.
Scope of this research
- Detailed analysis documenting Brazilian consumers' ' recessionary mindset'
and how this influences perceptions about current and future prospects
- Insights highlighting how the economic downturn has affected perceived
quality of life, emotional wellbeing and financial security in Brazil
- In-depth analysis of Brazilians' changing price sensitivity, value
consciousness and attitudes towards private label across four major FMCG
sectors
- Countries and categories covered: Brazil; food and non-alcoholic
beverages, alcoholic beverages, personal care and household care
Research and analysis highlights
Optimistic about the economic outlook and their personal finances, Brazilian
consumers have become more quality conscious and savvier shoppers, but remain
prudent spenders. Nearly half perceive that their lifestyle has been impacted
by the recession
Much is made about the growing materialism and brand consciousness among
Brazilian shoppers, especially the burgeoning middle class segment. When
surveyed by Datamonitor in April 2009, more than a quarter of Brazilian
respondents disagreed that they were giving up some of their favorite brands
in light of the economic downturn
For 77% of Brazilian shoppers, overall quality of products sold has a high
amount of influence over where people do their grocery shopping. This is
symptomatic of the aspirational mindset among Brazil' s evolving consumer
culture and the opportunities apparent for strong brands that are synonymous
with quality
Key reasons to purchase this research
- Gain a detailed understanding of changing consumer attitudes and behaviors
amid the downturn in order to determine appropriate recessionary strategies
- Obtain country and sector specific insight about pertinent recessionary
themes such as private label and consumers' value consciousness
- Assist consumer segmentation and targeting efforts by accessing data from
two waves of primary research conducted in August 2008 and April 2009
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