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Mintel pinpoints key consumer trends for Brazil in 2016

Alternative purchasing models, eco-friendly practices, brand trust, and new household dynamic are set to impact the Brazilian consumer market next year.

A team of expert analysts from global market research firm Mintel have identified and analyzed the key consumer trends that will impact consumers and brands in 2016. According to Graciana Méndez, trend analyst at Mintel, Brazilian consumers are exploring alternative purchasing models such as sharing, renting and bartering, which allows them to enjoy some of life’s little luxuries in a budget-friendly way. “Brazilians associate purchasing experiences to emotional benefits - 24% of Brazilian consumers say that buying new things makes them happy, while an additional 35% believe that eating out provides a welcome change to their regular routine”. She says these new forms of purchasing help consumers control their spending patterns, but the brands need to show they can produce the same thrill as a traditional transaction.

As Brazil struggles with a recession and climate issues, consumers are realizing that eco-friendly practices can help save them money. “Brazilians are discovering that energy-efficient products can not only save water and energy, but also lower utility bills. We have seen companies take on an advisory role, educating consumers on waste management measures,” says Méndez. According to research by Mintel, 39% of Brazilians are attracted to purchasing from brands that are environmentally friendly.

From water scarcity to corruption, Brazilians are increasingly protesting for their rights and demanding fair practices, thus encouraging brands to remain faithful to their message and support consumer rights. “Trust remains a very important value for Brazilian consumers – 55% of them worry about sharing personal information online while 28% of Millennials (or Generation Y) are more interested in brands recommended by friends. These figures show that consumers are looking to have an open dialogue with brands, allowing companies to showcase more democratic values,” she says.

Méndez also states that new household dynamics are challenging stereotypical ideas about what makes a family, and individual roles are being redefined: the elderly are placing new demands on families and more women are joining the workforce, while men get more involved in household tasks. “Unconventional has become the new traditional. As consumers are more aware of non-traditional families than ever before, Brazilians will look for brands that feature the various dynamics of the ‘new normal’. In 2016, we are likely to see more gender-neutral approaches to public spaces and more unisex fashion retailers.

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