Consumer Values and Behaviour in Brazil

TABLE OF CONTENTS

Consumers are highly attracted to new products and services

Millennials and Gen X appreciate tailored products and services

All generations believe their investments have long-term value

Brazilians have a very optimistic outlook for their happiness and finances

Sociable Brazilians looking forward to more in-person activities

Higher proportion of Gen Z feel they will work more in the future

Brazilians have strong ties to their communities

Political uncertainty and impact of climate change are top concerns

Younger generations most concerned about impact of climate change

Baby Boomers have highest share of respondents connecting virtually

Living in an area with good air quality important for 36% of respondents

Living near public transport more critical for women than men

Men and women even on choosing a ready meal and ordering in

Brazilians typically prefer someone else to do the cooking

Younger cohorts do not have confidence in their cooking skills

Consumers highly focused on looking for healthy ingredients

Gen Z have a more flexitarian diet than other cohorts

Work/life balance most important job feature, especially for women

Working from home not a key priority for younger generations

Job security and high wages come top but health and safety important

High salaries less important than job security to older cohorts

High proportion of Brazilians are looking for ways to simplify their lives

Older generations more set on finding ways to simplify their lives

High levels of socialising are carried out online during uncertain times

All generations are highly connected to their friends and family online

Going to the cinema is a popular leisure activity after shopping

Millennials are the most active leisure shoppers

Nearly a quarter of respondents participate in team sports every week

Running/jogging is a key exercise for younger generations

Men not as active as women in mental wellbeing activities

Millennials most likely to opt for a massage for stress reduction

Nearly 80% of respondents try to have a positive impact on the planet

Older generations pay more attention to their impact on the planet

Brazilians have high levels of green behaviour compared to global

Recycling is key green behaviour among older generations

Consumers more likely to buy from purpose-driven companies/brands

All generations focus on using sustainable packaging

Over half of respondents share their opinions on social media

Gen Z most likely to buy from brands that support issues they value

Consumers shop more often with price in mind and like to find bargains

All generations are buying fewer items to afford higher quality products

Consumers not averse to buying previously used items

Baby Boomers leading a simpler life and only buy items when essential

Consumers prefer to buy their beauty and personal care items in-store

Millennials more confident buying most things via their smartphone

Over 80% intend to spend more or spend the same on travel in future

Higher share of Millennials expect to spend more on health and wellness

High share of respondents are actively managing their data and privacy

Data sharing and privacy is a key concern for all generations

30% of consumers have bought an item via social media in last 6 months

Millennials most active in following and liking a company's media post

Consumers use online banking far more often than other services

Millennials and Gen X more frequently make mobile in-store payments