Brazil has emerged as an economic giant and a robust new market for brands.
In the decade since the BRIC moniker was coined, Brazil has emerged as an economic giant and a robust new market for brands. The middle class has mushroomed—from just 38 percent of the population in 2003 to 54 percent today—and, enabled by easy access to credit, now represents a rich consumer base.
Based on on-the-ground research, our latest report, “The Brazil Opportunity: A Guide for Marketers” is a wide-ranging introduction to a complex culture, consumer mindset and media landscape: a look at the forces that have shaped Brazilian society and how it’s evolving in tandem with massive political, economic and social shifts. Throughout, we include takeaways for brands and examples of how domestic and international marketers are engaging and motivating Brazilian consumers.
While growth has slowed recently, and intractable issues such as underserved infrastructure persist, brands will find a relatively uncluttered market and a nation of young spenders who are hungry to try and buy new things and optimistic about their financial future. Looking ahead, average real wages are expected to grow; government programs are spurring competitiveness and innovation; and two massive global events (the FIFA World Cup in 2014 and the Summer Olympic Games in 2016) promise to put a spotlight on Brazil and drive spending. By 2020, the annual spending power of Brazilian households is forecast to reach $1.6 trillion.
“The Brazil Opportunity” provides a foundation for brands looking to succeed in this burgeoning market, diving into four key areas. For more, click through our Executive Summary. To purchase the 82-page page report, click here.