must brazil business bulletin - Ábaco research...

ABACO is a Founding Corporate Member of Esomar: World Association of Marketing Research Professionals

ABACO Marketing Research - Av. Paulista 1499 - 13th floor - 01311-200 - São Paulo, Brasil - (+55-11) 3262-3300 [email protected] 1

ÁBACO BBB#12 Brazil Business Bulletin

Massive Sociocultural and Economic Shift:

Brazilian women take over the market and household

New insights: Why your

colleagues, competitors,

clients - and hopefully you -

call Brazil a MUST market

for new business potential

2005 2015

Source: IBGE

% %

%

…delaying childbirth… a LOT!

…and reducing the size of Brazilian families.

Brazilian women now outnumber

men in universities.

Expect heavy impact in work-place

and GENDER ROLES.

Financial autonomy and household

decision power don’t end domestic

chores. Result: women still work 30

hours more than men per month.

More qualified, but more workload…

…which leads them to marry later…

Couples are tying the knot with more maturity:

Many women wait to marry after 30, although

the majority of brides are still younger.

♀ ♂

Gender Presence in

Higher Education:

University Students

♀ ♀ ♂ ♂

Age When Women Marry

Number of births per woman plunged since the 1960s.

In 1970 the average Brazilian woman gave birth 5.8 times.

Today fertility falls below the 2:1 replacement rate at 1.7.

Population decreases, demanding many policy reforms.

Contact Ábaco’s A-Team!

+55 11 3262-3000

[email protected]

In 2005 over half the women in maternity wards were under 25.

Only a decade later, sub-25’s are fewer than 40%.

Now a typical new mom is 30+, a startling shift.

Tiny contingent of mothers 40+ surged from 2.0% to 5.2%.

Women have fewer births, dedicate more years to education,

well paid employment, and maturity for child rearing.

WHAT DOES IT MEAN? Vast implications for public health

and industries such as child care products and services.

AGE

2

56 50

45

48

46

44

40

32

22 15

≤29

30-…

35-…

40-…

45-…

50-…

55-…

60-…

65-…

≥70

BRAZILIAN WOMEN SPEND MORE TIME ONLINE THAN ANY OTHER ACTIVITY

BBB#12 ÁBACO’S BRAZIL BUSINESS BULLETIN

Since 1975

ABACO Marketing Research - Av. Paulista 1499 - 13th floor - 01311-200 - São Paulo, Brasil - (+55-11) 3262-3300 [email protected]

93% of Brazilian women spend,

on average, 3 hours daily on

social networks, vs. 2.4 hours

daily watching a TV screen.

HOW DO THEY USE INTERNET?

36% only for what they deem ”necessary”; they prefer to spend time watching TV or listening to the radio.

32% are communication leaders: use internet to influence others and are hard to reach by traditional means.

18% observers: The web is their information source. They stay close to the digital world but dislike social media.

14% form the connected group. Social networks are their main channel of information in general.

MEDICINE BECOMES A PREDOMINANTLY FEMALE PROFESSION

Source: O Estado de São Paulo and CREMESP 2014

Brazil’s largest state, São Paulo, has 1,300

urologists, but only 2% (26) female.

However 77% of dermatologists are women.

Beyond obvious gender-related factors,

female MDs often select specialties that

permit defined schedules, private clinic

practice, and dedicated family time.

A striking trend is that women will become

the MAJORITY of São Paulo`s MDs.

% Female MDs by Age

State of São Paulo

RISE OF INTERNET USE IN BRAZIL

Sources: TIC Domicílios and Mundo do Marketing

86%

Internet Usage by Age

74% 64% 40% 16%

16-25 25-34

35-44 45-59

60+

Brazil ranks among the top five internet

populations: 139m people online.

From 2011-2014, the proportion of Brazilians

online by phone tripled.

1 in 5 internet users accesses the web only

via phone: computer sales shrink!

Classes C and D include 30m unconnected

homes, where 60% cite price as the barrier.

100%

Online and off-line habits of Brazilian women

3

Since 1975


BRAZIL IS PET CRAZY!

2nd LARGEST PRIVATIZATION OF PUBLIC CORPORATIONS IN HISTORY

Includes Brazil’s National Mint, shipping

ports, numerous airports, electricity

transmission lines, and Jaguará power-plant.

11 transmission lines crossing 10 states.

15 shipping ports in northern states of Pará

and Rio Grande, and Paraná in the south..

AIRPORTS

São Paulo’s Congonhas airport, the country’s

2nd largest, attends 21m travelers annually.

Six in main northeast cities.

Five in the state of Mato Grosso.

One airport each in Natal and Rio de Janeiro.

76% of Brazil’s ~65m households have pets.

Brazilian pet owners, 2.7% of world population,

account for 8% of global pet care spending.

Brazil is second only to the US in number of pet dogs.

The population of 207m humans has 37.1m canines.

Brazil has highest per-capita ownership of small dogs.

Delayed marriage and childbirth together with rising

divorce rates = more pet ownership.

Despite negative GDP growth in 2016, pet care

spending increased.

NESTLÉ is investing $500M in pet food factories in

São Paulo and MARS is opening a factory in Paraná.

50% of all pet care spending goes to pet food.

Metro Journal

President Temer’s

administration plans to

auction off 57 publicly

administered assets by

EOY 2018,

Private enterprises will

bid for these operations

and increase efficiency,

injecting fresh capital.

The only administration

that privatized more

public assets was that

of Fernando Henrique

Cardoso (1995-2003).

AIRPORTS TO BE PRIVATIZED

Three in every

four Brazilian

homes have pets!

Orlando, October 22–25

Congress 2017

Chicago, October 16–18

Insights Association Amsterdam, September 10–13

Congress 2017

Meet ABACO’s president, Alan Grabowsky,

representing Brazil at these research conferences.


4

Since 1975


Source: O Estado de São Paulo

OUR DEAR SÃO PAULO

Main financial center of the Southern Hemisphere;

Largest population in the Americas and in the entire

Western World, with 12m residents;

World’s 10th largest GDP, 10.7% of Brazil’s GDP;

Headquarters location of 63% of its multinationals;

Great ethnic diversity: NO city has more people of

Italian, Portuguese, Japanese, Spanish, Lebanese

and Arabic origins outside their native countries.

“OTHER” EVENTS IN BRAZIL

It’s not all business! In addition to some

400 major international expositions and trade

fairs each year, Brazil has events like these:

Rock in Rio, September 15-17 and 21-24

Lady Gaga, Guns ‘n Roses, Aerosmith, Bon

Jovi, The Who…

Oktoberfest Blumenau, October 4-22

Since the first 1984 festival, the world’s #2

Oktoberfest drank 11m liters of draught beer.

Formula 1 Grand Prix, November 12

São Paulo is among the world’s 20 race sites.

Gay marriage increases in Brazil five times

faster than union between men and women.

Other recent trends: slightly fewer divorces

and upswing in shared child custody.

GAY MARRIAGE ON THE RISE

Source:

Metro Rio 2013 2015

3,700

1,048,777

5,614

1,131,734

+34%

+7%

BRAZILIAN GRAIN HARVEST

BREAKS RECORD!

2016/17 grain production is estimated at

239m tons, vs. 185m tons in 2015/16.

Demonstrates amazing flexibility of Brazilian

agriculture whenever economic and market

factors are favorable.

2016 2017

+29%

BRAZILIAN LABORATORIES GAIN SPACE ON SKINCARE SHELVES

Brazilian pharmaceutical

companies invest in new entries

and competitive prices to gain

share in skincare, long dominated

by multinational L’Oréal.

Local labs Aché, Hypermarcas,

and Libbs lead category growth.

SKINCARE SALES IN R$MM 2016 x 2015


5

Since 1975

ABACO Marketing Research - Av. Paulista 1499 -13th floor - 01311-200 - São Paulo, Brasil - (+55-11) 3262-3300 [email protected]

To guarantee total quality for our

own full-service research and for

demanding international clients,

ÁBACO maintains complete,

modern, and secure Qualitative

and Quantitative Facilities at São

Paulo’s ideal location, near top

hotels, financial and medical

centers.

CATI, FocusVision, and audience

testing venues are powered by

hands-on veteran bilingual

researchers.

Call ÁBACO’s

Multilingual

A-Team

Large audience facility and two one-way mirror rooms in the same venue

Comfortable space for 15+ observers

High-def video recording (1080p) and big screen TVs for close-up view

Kitchen for F&B testing, hot meals and snacks for observers

Venue near 5-star hotels to avoid São Paulo traffic jams

24 hour security and entrance control

Enjoyable proximity of malls, fine restaurants, and cultural attractions

20 varied restaurants within the building (plus Starbucks) for all appetites

Simultaneous translators tested and monitored by Native English Speakers

Structure to use two translators at once, for global studies

Assistance and all communications by fluent English speaking logistics team

ÁBACO-LAB, the only full-service qual/quant research facility with all these features:

ABSOLUTE QUALITY & CONVENIENCE IN NEW ÁBACO-LAB FACILITY

Two FocusVision® FGI suites for <15 observers and a 50-

seat auditorium, all at Brazil’s ideal address for research

Call Abaco’s USA tie-line

by e-mail appointment:

203-971-8532


must brazil business bulletin - Ábaco research...

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