Study Shows Brazilians’ Preference for Domestic Brands During Pandemic

RIO DE JANEIRO, BRAZIL – A survey conducted by Kantar, a company specialized in data, found that with the coronavirus pandemic changing the Brazilian consumer habits, local brands have grown in consumer preference and began to be purchased more frequently. The category represents over 65 percent of the market in value, compared to 64 percent in the same period last year.

In product segments such as food, dairy products, and home care, national brands grew stronger, with an 84, 78, and 75 percent presence, respectively, in Brazilian homes.

From January to April 2020, around 49 percent of brands in Brazil grew in CRP (Consumer Reach Point), a metric developed by the consultancy that identifies the brands that consumers choose the most and that assesses the companies’ household presence and their purchase frequency.

Faced with the crisis, Brazilians have stepped up their hygiene and cleaning care and the expenses with household care products have risen about 11 percent, while the personal care segment has recorded an increase of five percent. Among the products with the highest increases in value are: chlorine (52 percent), steel wool (44 percent), toilet paper (25 percent), and sanitary towels (12 percent).

According to the study, couples with young children, single-parent households and children up to 12 years old, in addition to Class C, were the groups that most raised their spending on immediate consumption products such as foodstuffs, beverages, personal hygiene products and medications (FMCG) when comparing the rates from January to April 2020 with the same period last year.

Favorites during the pandemic

In the household cleaning products segment, Tixan, Ypê, and Limpol are among the preferred brands. Lux, Close Up and Skala are the most chosen for personal care.

Furthermore, Aurora, Perdigão, and Sadia were the leaders in food choices for Brazilians in the first four months of the year. In the beverage sector, Sukita was the brand that grew the most, followed by Coca-Cola and Heineken. Among the dairy products, the preference is for Piracanjuba, Vigor, and Danone.

Read more about the ten brands that gained the most market share between January and April 2020:

• Aurora
• Lux
• Perdigão
• Tixan
• Piracanjuba
• Sadia
• Pullman
• Parmalat
• Gallo
• Alto Alegre

The most consumed brands in Brazil in 2019

Coca-Cola remains ranked at the top of the most consumed brands in the country, according to the Brand Footprint report, which analyzed over 290 brands in Brazil in 2019.

The company is the leader in consumption, both globally and locally, for the eighth consecutive year. Last year, Coca-Cola was chosen six billion times worldwide, 507 million of which were in Brazil alone.

Second in the local consumer preference ranking was Ypê, chosen 492 million times, followed by Italac, which was chosen 325 million times.

Among segments, Nissin was the most chosen brand in foodstuffs, while Coca-Cola is the leader in drinks, followed by Italac among dairy products and substitutes, Ypê for home care and Colgate for personal care.

Check out the ten most purchased brands by Brazilians last year:

• Coca-Cola – 507 million
• Ypê – 492 million
• Italac – 325 million
• Colgate – 302 million
• Tang – 245 million
• Piracanjuba – 242 million
• Nissin – 240 million
• Soya – 228 million
• Nescau – 216 million
• Vitarella – 214 million

Regarding market penetration, the survey found that the Del Valle juice brand conquered the most new buyers in 2019, an increase of 6.2 percentage points, which represents over 3.4 million new buyers, followed by Skala, with over 3.3 million new buyers and Visconti, reaching 3.1 million new households.

The study also found that Brazilians increased the amount spent on mass consumer goods purchases by four percent in 2019 compared to 2018. Among the purchasing channels, the preference of consumers was for wholesalers, which recorded a 12 percent growth, and pharmacies and drugstores, at six percent.

Source: InfoMoney