Brazilian consumer is more aware, engaged and demanding time to elect a product, as he has been seeking simpler ways of living, before the stress caused by the economic crisis. This is what demonstrates the study carried out by Kantar Worldpanel, a global company on information and consulting on businesses strategy.
Study revels that even with little appetite of Brazilians to buy after the prosperity period experienced between 2009 and 2014, there is an opportunity for the industry. Even leading brands that already reaches great part of the homes have growth opportunities. An example shown in the survey is that 11% of the population, or six million homes, do not buys the leader toothpaste.
Research from Kantar Worldpanel also pointed out that the cost has been a motivator at the time of purchase, however, the Brazilian will not let to buy your favorite products, but went on to buy them in smaller packaging. “People give up of volume, but not the category and take smaller packaging to keep the brand,” says Christiane Pereira, commercial director of Kantar.
The tendency to simplify life is a strong trend – 87% in Brazil, compared to 70% in other countries. Consumers are 90% more likely to self-indulgence before the current stress, allowing himself to travel and to have fun, and himself gift-giving, points out the research. The Kantar study also found that 2.7% of the 2014 basket was composed of releases. On the following year that number nearly doubled, reaching 5.3%. Data for 2015 are from NPD (New Product Development) new tool of the Kantar WorldPannel, which evaluates the level of launches in Brazil, where the tool has been developed in the last two years. According to NPD, the personal care area in Brazil stands out in launches (36%) compared to other countries such as the UK (10%) and China (18%). The NPD also shows that the most successful innovation last year was precisely the adjustment of industry to consumer needs related to the size of the packaging.
The initial findings of the NPD indicate that most of the releases in the country are new elements for the category, those different from the existing ones (47.5%), followed of new combination, which comprise the existing ones in the category and arise under another brand (43.9%) and not new, which brings up some change, as in the packaging size (8.7%)
“Still optimistic but not like before, not always we are willing to spend more to save the environment, but appreciate brands that value and cater to the proposal,” says Patricia Berber, responsible for Kantar Worldpanel in Brazil.
The conclusion of the research is that assortment must be tailored to different consumer motivations and channels where he seeks to satisfy them. “In Personal Care, Cosmetics and Perfumery, there is still much room for releases. Despite the crisis, consumer continues taking an interest by them, “says Patricia drink.