During the recent Kantar Talks event, Kantar, a global data, insight and consulting company, presented its vision of changes and trends that impact the market in Brazil and around the world, providing guidelines for companies to grow, adapting their strategies and communication campaigns.

In a global scenario where constant transformation is the only certainty, Kantar’s Global Energy report – conducted in 26 countries through 34,000 interviews – highlighted the 8 key trends that are becoming increasingly important to consumers. The first is concern for responsibility – both social and environmental – followed by the relentless pursuit of positive experiences, physical and spiritual well-being, more relevant human connections, flexible flows, and simplicity. To top it off, today’s consumers also want to preserve their unique identity that escapes stereotypes and have protection, whether physical, digital, environmental or financial.

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“It looks complex and it is, but to grow and stay on top, companies must have knowledge of these concepts in order to meet consumer needs, which are reflected in interaction with brands and especially buying decisions,” says Sonia Bueno, Brazil President of Kantar.

These new trends create a “multi” consumer, meaning they open up to new perspectives, have more brand options and look for specific channels for their purchase. He looks for what gives him the most valuable experiences, makes exchanges, explores new brands and categories and abandons old ones, goes less often to the point of sale. All of this gives rise to new market niches.

According to Elen Wedemann, Managing Director of Kantar, Worldpanel division, it is currently more difficult for mega brands to grow, either by penetration or frequency. “For these brands to grow even more, they need to use different channels and realize that the purchase decision is a combination of occasion, benefit, need and experience,” she says.

Growing And To Stay On Top

The consultancy points out that disruption has become the word of the moment and vital for companies to grow and stay on top, but it is no use if this differentiation does not bring real value to the consumer. Kantar’s BrandZ ranking, which measures the value of brands for 14 years, found that, in the comparison between the 2006 and 2019 rankings, eight different companies appear in the top 10 – almost all in technology.

“Changes in consumer habits, products, media and technology dictate who reaches and who stays on top. It is very difficult to grow and even harder to maintain the growth, ”says Valkiria Garré, CEO of Kantar, Insights division. According to her, between 2006 and 2019, among the 100 largest brands in the world, 52 changed, i.e, more than half.



The key to success, according to Kantar’s CEO, is the combination of three basic items: relevance, differentiation and knowledge. It is critical for companies to meet the needs of their consumers so they can go beyond where they are already established, focus on niche markets, customize their products and services, reach consumers more easily, and adopt new business models. Currently, brands only grow if they can differentiate themselves, but the main thing is to continue in this movement.

To guide the brands, Kantar defined, in partnership with the 7-pillar IRG – Institute of Real Growth: to have a broader market view, to have multiple business models, to evolve consumer experiences, to rewrite their cultures, to streamline the organization, to use the right brain (combining data analysis with creativity) and to have a humanized growth.