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Publicitat i Màrqueting al Brasil

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Consumer Profile
Brazil is a country of young people, as 35.2% of Brazilians are aged 24 or under and more than half of the population is less than 35 years (Data Reportal, 2022). The median age is 34.3 years. The country has a population of approximately 214.7 million people, where 49.1% are men and 50.9% are women. The number of households in Brazil has been increasing. According to the latest data provided by the UN (2019), 12% of households consist of one person, 47% have of two or three people, 32% four or five people, and 9% have six or more inhabitants. Good education is an important requisite for finding a good job in Brazil. However, 43% of adults aged 25-64 attained below upper secondary education in the country (OECD, 2020). Of those who have a degree, 46% of them are men, and 52% are women. Brazil is sparsely populated and the majority of the population lives along the coast, particularly around São Paulo and Rio de Janeiro. Throughout the country, most people live near or in urban areas. In 2022, 87.5% of the population of Brazil is urban. However, some areas of the country are essentially deserted, mainly in the Amazon region. The services sector employs almost 71% of the active workforce, while agriculture employs 9% of the country and industry sector employs 20% of the total active workforce (World Bank, latest available data).
Purchasing Power
In Brazil, GDP per capita reached USD 14,835 PPP in 2020, according to the latest data by the World Bank. The average monthly salary of a Brazilian is BRL 1,921 in 2021 (FDR). Brazil’s Private Consumption Expenditure was reported at USD 259.890 billion in December 2021 (CEIC Data). Income inequality is a big issue in Brazil, a country where the six richest men have the same wealth as poorest 50% of the population (which is around 100 million people), and where the richest 5% of the population have the same income as the remaining 95%, according to Oxfam latest figures. Furthermore, the country's Gini coefficient is very high (48.9 in 2020, World Bank). According  to IBGE, women in Brazil earned 28.7% less than men on average in 2019 (latest data). In addition, according to the World Bank, the labor force participation rate is 68% for men aged 15 to 64 in 2021, while the participation rate is 49% for women, but the long term trend is upward. Different regions of the country have different standards of living, with the best ones in the southern areas of Brazil and the poorest living conditions in the north and northeast.
Consumer Behaviour
Brazil has one of the largest consumer market sizes, with an overall population of 214.7 million of 2022 (Data Reportal). However, since the recession and the Covid-19 pandemic, spending habits have changed. Nowadays, Brazilians tend to save as much as they can when they go shopping. Economic conditions have resulted in the great majority of Brazilians looking for ways to spend less. Additionally, even though consumers usually remain loyal to their favourite brands, they only do it if the price is right. Indeed, 19% of consumers shop around to find retailers selling a specific brand’s products at lower prices and 14% wait for sales. Brazilians tend to do product research and look for deals before making a purchase. To save money, Brazilian consumers often shop in popular discount chains. However, they still expect quality products. Furthermore, customers demand high-quality sales service and customer support. Online customer support service is highly useful in maintaining contact with customers, but customers expect a fast response when they contact companies via social media, as they mostly hope to have a reply in under one hour. Consumers have more access to information than ever before, and they will likely search for reliable information about brands and products to assist in the purchase decision. Furthermore, the reputation and popularity of the brand matter more than before to the average Brazilian consumer nowadays. People tend to spend their money on experiences as much as they spend on products. Additionally, Brazilians spend a significant amount on electronics and beauty products, and the country is one of the biggest markets for beauty products in the world. According to the FGV (Fundaçao Getulio Vargas), the consumer confidence index reached 78.6 in April 2022, the highest level since August 2021, following the announcement of anti-inflation measures and due to the diminution of the intensity of the Covid-19 pandemic.

Brazil has the largest and most developed e-commerce market in Latin America, ranking 15th in the world for e-commerce sales in 2021 (ecommerceDB). In 2021, the population spent $26 billion on products sold online (ecommerceDB). The market is expected to grow by 22.2% in 2022 (LABS). Brazilian consumers are significantly influenced by social media comments, so if there is a significant number of negative reviews about a product on social media, they will consider not making the purchase. E-commerce has been growing steadily, and Brazilian consumers have been making purchases online more often than they do in-store. Rather than paying outright, Brazilians have a strong preference to pay for a purchase in instalments. That payment option strengthens consumers’ purchasing power, and consequently boosts the average transaction value per customer. Three quarters of consumers commonly make payments in instalments, in an average of six payments per purchase, and one third of consumers will not make a purchase if the shop does not offer the option to pay in instalments.

The overall environmental awareness of the Brazilian consumers has improved over the recent years. Among the top environmentally friendly attitudes among consumers are exchanging or donating products that they no longer use, avoiding printing documents, and turning off lights that are not being used. Brazil is home to many international collaborative platforms and use of Uber and Airbnb is very common.
Consumers Associations
Instituto Brasileiro de Defesa do Consumidor , Brazilian Institute for the Defence of the Consumer
Associação Brasileira de Defesa do Consumidor , Brazilian Association of Consumer Protection
Fundação de Proteção e Defesa do Consumidor , Consumer Protection and Defense Foundation
Main Advertising Agencies
Search for members of the Professional Association of Brazilian Advertising Agencies

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Actualitzacions: June 2022

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