Quatro tendências globais de segmentação dos consumidores

Global Consumer Insights Pulse Survey

Brasil, Abril 2021

Um ano após a pandemia de Covid-19 fechar parcialmente a maioria das economias do planeta, os consumidores adquiriram novos hábitos que, em nossa opinião, vieram para ficar.

Nossa pesquisa Global Consumer Insights Pulse Survey 2021 revela que muitas tendências de comportamento do consumidor se aceleraram durante a pandemia, dando origem a quatro linhas de segmentação essenciais dos consumidores globais em grupos distintos. Esses padrões de compras, viagens, trabalho e engajamento com marcas podem ter implicações duradouras para os segmentos de varejo e consumo. Compreendendo esses novos grupos e o que os comportamentos deles prenunciam, as empresas podem se preparar melhor para o futuro.

Compras via celular ganham espaço em relação à loja física

No Brasil, as compras por celular já são o canal preferido dos consumidores para compras diárias ou semanais. No mundo, apesar do impacto da Covid-19, esse canal continua sendo a loja física. No entanto, as compras por celular crescem de forma constante.

 

Engajamento dos brasileiros via plataforma de mídia social

Mais de 80% dos brasileiros dizem interagir com alguma das quatro principais plataformas digitais, enquanto mais da metade afirma clicar nos anúncios que elas exibem.

 

Explorador de dados

Filtre os dados por região e compare-os com a média global ou qualquer outra região

 

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Questions and Answers Global Australia Brazil Canada China Egypt France Germany Hong Kong Indonesia Japan South Korea Malaysia Mexico Netherlands Philippines Russia Saudi Arabia Singapore South Africa Spain Thailand United Arab Emirates United States Vietnam
Channel choice In the past 12 months, how often have you bought products (e.g., clothes, books, electronics) using the following shopping channels?

Data shown:

  • Respondents answering 'weekly' or 'daily' (Figures represent proportion of those who use said shopping channel.)

In physical stores 42% 56% 25% 43% 50% 41% 42% 37% 62% 36% 41% 37% 40% 37% 38% 42% 41% 56% 46% 37% 36% 38% 43% 50% 63%
Online via PC 30% 34% 31% 25% 41% 33% 29% 22% 29% 26% 13% 43% 30% 26% 29% 30% 25% 44% 36% 20% 28% 24% 30% 39% 44%
Online via tablet 33% 37% 30% 28% 40% 38% 36% 31% 36% 32% 22% 46% 30% 23% 33% 30% 25% 39% 47% 20% 28% 25% 29% 42% 40%
Online via mobile phone or smartphone 39% 46% 34% 34% 58% 42% 34% 31% 44% 44% 19% 56% 42% 30% 37% 36% 28% 42% 48% 27% 36% 37% 43% 49% 55%
Smart home voice assistants, (i.e., hubs e.g., Amazon Echo, Google Home, Samsung SmartThings) 37% 47% 35% 36% 47% 37% 36% 40% 53% 39% 24% 45% 43% 26% 37% 32% 26% 37% 40% 26% 31% 31% 28% 51% 36%
Product category shopping Considering the following product categories, how has the way you shop online/in store changed, if at all, in the past six months?

Answers are:

  • Shopping online the same or more
  • Shopping in-store the same or more
separated by commas in each table cell.

Fashion (clothing and footwear) 79%,51% 83%,56% 76%,41% 81%,46% 95%,48% 74%,57% 79%,55% 85%,58% 79%,60% 65%,33% 69%,68% 86%,54% 75%,37% 76%,42% 82%,52% 70%,43% 71%,53% 89%,44% 80%,45% 67%,57% 84%,49% 72%,49% 77%,48% 83%,43% 79%,52%
Consumer electronics (incl. cameras, TV and computers) 71%,52% 76%,61% 76%,35% 74%,47% 85%,50% 70%,52% 64%,60% 80%,59% 71%,71% 40%,30% 66%,61% 75%,54% 56%,42% 67%,43% 78%,51% 49%,46% 67%,52% 82%,56% 63%,49% 66%,52% 76%,51% 59%,52% 75%,58% 76%,47% 60%,59%
Sports and fitness equipment 58%,46% 62%,56% 56%,33% 58%,43% 77%,51% 58%,45% 54%,52% 58%,50% 61%,49% 38%,31% 51%,54% 65%,51% 47%,37% 57%,41% 56%,43% 47%,36% 57%,45% 76%,52% 55%,35% 51%,47% 70%,51% 55%,43% 60%,51% 58%,42% 60%,45%
Grocery (including general food and beverages) 58%,66% 58%,74% 51%,57% 53%,65% 84%,66% 62%,56% 47%,67% 43%,81% 84%,65% 57%,54% 46%,80% 81%,59% 60%,60% 64%,55% 51%,66% 47%,65% 54%,71% 68%,60% 71%,63% 47%,66% 61%,68% 56%,69% 70%,61% 64%,59% 66%,63%
Health and beauty (cosmetics) 68%,53% 69%,61% 67%,45% 64%,49% 83%,50% 71%,51% 58%,59% 61%,67% 75%,61% 59%,37% 54%,62% 81%,53% 69%,42% 69%,46% 66%,54% 64%,43% 71%,55% 74%,47% 74%,46% 58%,52% 70%,57% 71%,50% 77%,50% 71%,50% 75%,47%
Household appliances (incl. freezers, microwaves, etc.) 61%,54% 64%,65% 65%,41% 53%,50% 74%,56% 66%,55% 56%,59% 70%,61% 69%,64% 36%,38% 53%,64% 66%,57% 47%,47% 62%,47% 72%,53% 38%,48% 60%,51% 70%,52% 55%,46% 59%,56% 59%,56% 48%,55% 58%,53% 63%,46% 61%,55%
Do-it-yourself/home improvement 61%,54% 60%,64% 52%,43% 56%,52% 75%,51% 63%,53% 51%,63% 62%,63% 75%,60% 45%,35% 50%,63% 70%,55% 67%,44% 62%,48% 65%,61% 61%,44% 59%,55% 80%,52% 64%,43% 52%,54% 63%,55% 61%,50% 72%,52% 65%,52% 62%,49%
In store versus onlineIn the current climate, which of the following attributes are important to you when shopping in physical stores? (These attributes were in respondents' top three)
Certification that the store meets (COVID-19) health and safety standards 27% 24% 39% 31% 29% 26% 27% 21% 20% 30% 18% 21% 36% 42% 19% 44% 14% 22% 22% 33% 29% 29% 32% 31% 30%
Opportunity to engage/pay contactless 18% 16% 17% 15% 23% 19% 17% 19% 17% 16% 7% 18% 18% 23% 22% 17% 22% 22% 21% 18% 16% 23% 21% 15% 21%
Availability of local products 23% 30% 25% 23% 10% 20% 27% 30% 25% 31% 18% 18% 22% 25% 18% 23% 18% 27% 25% 31% 25% 19% 26% 23% 23%
Increased health and safety measures (e.g., controlled numbers in physical store, hand sanitation facilities, store cleaning, protective screens) 31% 28% 36% 40% 33% 35% 28% 28% 25% 31% 18% 20% 38% 44% 23% 50% 22% 32% 30% 41% 41% 38% 31% 36% 27%
Innovative store attributes (e.g., fully automated store, magic mirrors, digitally enabled product tags, immersive store design) 12% 13% 6% 7% 22% 18% 10% 10% 19% 15% 8% 12% 11% 16% 12% 10% 12% 21% 15% 9% 14% 13% 13% 14% 16%
Premium services (e.g., alterations/customizations/consultations with an expert) 12% 10% 10% 8% 16% 20% 8% 8% 13% 9% 11% 15% 10% 10% 14% 8% 20% 16% 13% 8% 11% 10% 9% 10% 17%
The enjoyment of the social aspects of going to a store 15% 18% 13% 15% 19% 13% 26% 14% 15% 12% 9% 11% 11% 12% 15% 12% 10% 16% 23% 13% 17% 16% 13% 16% 13%
Exclusive or limited edition offerings, memberships or loyalty programmes in store 17% 17% 22% 13% 20% 22% 15% 12% 18% 16% 23% 28% 12% 24% 14% 7% 21% 23% 13% 16% 16% 20% 15% 13% 13%
Knowledgeable and responsive sales associates 18% 17% 18% 15% 20% 16% 16% 18% 16% 20% 17% 25% 15% 19% 18% 23% 13% 18% 18% 17% 24% 19% 17% 14% 27%
Ability to quickly and conveniently navigate the store to find products I'm interested in 31% 29% 31% 31% 33% 27% 25% 32% 29% 27% 43% 28% 30% 19% 36% 36% 33% 21% 28% 37% 22% 22% 31% 40% 31%
Product range 28% 36% 22% 28% 18% 14% 28% 34% 31% 26% 31% 18% 31% 22% 35% 18% 47% 20% 37% 35% 24% 19% 33% 25% 19%
I still prefer to see and touch the products 33% 34% 22% 37% 28% 28% 33% 35% 43% 27% 52% 35% 29% 18% 29% 36% 43% 20% 43% 29% 34% 37% 26% 29% 31%
I don't feel comfortable going into stores 4% 3% 4% 4% 4% 8% 5% 5% 1% 5% 4% 4% 7% 2% 4% 3% 2% 5% 1% 3% 2% 3% 3% 5% 4%
In store versus onlineIn the current climate, which of the following attributes are important to you when shopping online? (These attributes were in respondents' top three)
Ability to quickly and conveniently navigate the website to find products I'm interested in 36% 39% 35% 36% 38% 29% 26% 41% 43% 32% 43% 32% 35% 35% 38% 43% 38% 30% 36% 37% 35% 26% 29% 36% 37%
In-stock availability of items I want 38% 47% 36% 47% 28% 38% 44% 42% 35% 39% 49% 25% 37% 41% 39% 30% 40% 30% 36% 40% 35% 33% 27% 43% 31%
The ability to see an extended range of stock compared to in physical stores 30% 29% 25% 27% 40% 27% 30% 26% 36% 22% 46% 28% 29% 25% 33% 27% 33% 20% 28% 28% 32% 30% 28% 31% 31%
Easy to use mobile app/interface 28% 31% 27% 26% 25% 26% 24% 24% 29% 29% 19% 18% 35% 23% 19% 52% 29% 31% 40% 35% 22% 44% 33% 29% 34%
Availability of online customer reviews 29% 23% 23% 27% 28% 32% 28% 22% 30% 36% 28% 29% 33% 26% 21% 39% 37% 25% 34% 34% 28% 41% 32% 30% 49%
A good returns policy (e.g., free returns, return items to store when purchased online, etc.) 32% 32% 31% 37% 40% 34% 32% 38% 28% 31% 17% 25% 27% 40% 36% 31% 26% 30% 39% 37% 35% 29% 29% 31% 29%
Fast/reliable delivery (e.g., same day delivery, pick up online purchases in physical stores or designated pick up location, visibility of the product throughout the delivery process, etc.) 42% 46% 49% 42% 43% 29% 44% 41% 33% 43% 27% 41% 41% 51% 35% 44% 43% 36% 46% 48% 50% 43% 40% 43% 44%
Personalized offering 17% 16% 26% 13% 23% 27% 18% 18% 19% 17% 7% 23% 18% 25% 13% 11% 13% 30% 12% 16% 18% 7% 23% 16% 8%
Exclusive or limited edition offerings, memberships or loyalty programmes online 21% 17% 24% 16% 17% 27% 18% 18% 19% 25% 32% 35% 22% 22% 24% 14% 19% 31% 23% 15% 22% 20% 26% 17% 17%
Future spend Thinking about your spending over the next six months, to the best of your ability, please describe your expectations on spend across the following categories.

Answers are:

  • Expect an increase in spend
  • No change
  • Expect a decrease in spend
separated by commas in each table cell.

Travel 20%,35%,45% 21%,45%,34% 27%,31%,42% 12%,39%,49% 27%,33%,39% 32%,39%,29% 15%,47%,38% 14%,40%,46% 14%,23%,64% 30%,33%,37% 12%,38%,50% 19%,31%,50% 15%,17%,68% 19%,30%,50% 14%,40%,46% 21%,25%,54% 16%,38%,46% 32%,34%,35% 17%,21%,63% 27%,31%,42% 14%,35%,51% 25%,34%,41% 30%,25%,45% 22%,39%,39% 33%,33%,34%
Arts, culture and sporting events 17%,46%,37% 17%,57%,26% 21%,40%,39% 12%,50%,38% 27%,46%,27% 27%,44%,29% 12%,56%,33% 12%,49%,39% 12%,39%,49% 23%,46%,31% 9%,56%,35% 20%,39%,41% 13%,33%,54% 19%,42%,39% 13%,49%,37% 16%,38%,45% 12%,48%,40% 32%,40%,28% 16%,37%,48% 16%,46%,38% 15%,43%,42% 16%,41%,44% 22%,44%,34% 23%,44%,33% 17%,53%,30%
Home entertainment (books, music, movies and video games) 29%,51%,20% 20%,60%,20% 45%,37%,19% 27%,55%,18% 36%,45%,18% 32%,43%,25% 18%,61%,21% 22%,62%,15% 36%,40%,24% 36%,41%,23% 24%,62%,14% 32%,48%,20% 28%,37%,35% 40%,34%,26% 21%,62%,17% 36%,37%,27% 22%,53%,25% 41%,35%,24% 29%,47%,25% 32%,44%,24% 29%,53%,18% 22%,49%,29% 33%,42%,26% 32%,50%,18% 35%,52%,12%
Fashion (clothing and footwear) 26%,50%,23% 23%,54%,23% 33%,42%,25% 18%,56%,26% 45%,40%,15% 45%,38%,16% 15%,61%,24% 19%,64%,17% 22%,43%,35% 33%,44%,23% 12%,66%,22% 29%,46%,25% 21%,39%,40% 32%,39%,29% 20%,61%,19% 25%,39%,37% 23%,59%,18% 36%,43%,21% 26%,42%,33% 36%,40%,23% 25%,51%,23% 25%,40%,35% 32%,45%,23% 26%,49%,25% 41%,40%,19%
Grocery 38%,52%,10% 27%,63%,9% 47%,37%,16% 34%,57%,8% 47%,44%,8% 47%,39%,14% 18%,68%,14% 24%,65%,10% 45%,43%,12% 48%,39%,13% 25%,67%,8% 43%,47%,9% 49%,41%,10% 55%,37%,8% 24%,64%,11% 66%,24%,11% 24%,67%,9% 49%,36%,15% 52%,42%,7% 52%,37%,11% 32%,59%,8% 38%,50%,12% 58%,34%,8% 44%,48%,9% 57%,36%,7%
Consumer electronics 24%,53%,24% 19%,60%,20% 40%,38%,22% 17%,58%,25% 31%,48%,21% 39%,39%,22% 13%,61%,26% 18%,64%,18% 28%,42%,29% 31%,42%,27% 12%,72%,15% 20%,50%,30% 22%,46%,32% 29%,39%,32% 20%,69%,11% 37%,34%,29% 19%,52%,28% 36%,40%,23% 24%,51%,26% 26%,46%,28% 23%,53%,24% 23%,49%,28% 31%,41%,28% 28%,50%,22% 29%,53%,18%
Takeaway food 33%,45%,22% 22%,56%,21% 32%,39%,30% 31%,49%,20% 37%,34%,28% 40%,35%,24% 15%,63%,22% 24%,57%,19% 51%,34%,15% 42%,41%,17% 29%,59%,13% 41%,40%,19% 50%,32%,18% 48%,34%,18% 26%,52%,21% 50%,31%,19% 24%,49%,28% 36%,44%,19% 53%,29%,19% 31%,35%,34% 31%,50%,19% 47%,32%,21% 47%,40%,13% 35%,45%,19% 37%,46%,17%
Eating in restaurants and bars 20%,38%,42% 27%,47%,26% 24%,32%,43% 15%,38%,47% 25%,39%,36% 36%,35%,29% 17%,48%,35% 16%,44%,41% 20%,35%,45% 24%,37%,39% 10%,49%,41% 18%,39%,44% 14%,27%,60% 14%,34%,51% 15%,40%,46% 24%,18%,58% 15%,37%,48% 34%,33%,34% 30%,30%,41% 23%,34%,43% 17%,38%,45% 14%,39%,57% 31%,38%,31% 25%,35%,39% 22%,39%,39%
Sports and fitness equipment 19%,53%,28% 18%,61%,21% 25%,48%,27% 13%,62%,24% 24%,53%,23% 26%,46%,29% 10%,65%,25% 14%,62%,25% 19%,53%,28% 22%,46%,32% 9%,64%,27% 22%,44%,33% 17%,37%,45% 18%,44%,39% 14%,60%,26% 21%,41%,38% 15%,51%,34% 33%,46%,21% 22%,44%,35% 23%,48%,30% 19%,56%,25% 19%,45%,36% 28%,44%,28% 24%,51%,24% 22%,52%,26%
Health and beauty (cosmetics) 25%,57%,18% 20%,61%,18% 39%,42%,19% 16%,63%,21% 37%,44%,19% 40%,42%,18% 13%,67%,20% 16%,70%,14% 20%,54%,26% 38%,42%,20% 11%,74%,16% 27%,50%,22% 34%,44%,22% 27%,54%,19% 13%,73%,14% 35%,43%,22% 19%,67%,14% 37%,46%,17% 26%,53%,22% 29%,52%,19% 20%,60%,20% 30%,46%,24% 30%,50%,20% 30%,53%,18% 49%,41%,10%
Do-it-yourself/home improvement 23%,54%,22% 23%,63%,14% 22%,50%,28% 21%,61%,17% 22%,52%,26% 37%,44%,19% 18%,57%,26% 16%,65%,19% 17%,57%,26% 22%,50%,27% 12%,71%,17% 23%,48%,29% 34%,44%,21% 25%,46%,29% 20%,63%,17% 41%,40%,19% 18%,53%,28% 31%,45%,23% 27%,53%,20% 29%,47%,24% 23%,54%,24% 23%,47%,30% 34%,44%,22% 34%,49%,18% 21%,59%,20%
Consumer mobility In the next six months how likely are you to...

Answers are:

  • Likely
  • Neither/nor
  • Not likely
separated by commas in each table cell.

Travel on a domestic flight 33%,19%,49% 35%,24%,42% 39%,11%,51% 18%,17%,66% 47%,20%,33% 50%,14%,36% 26%,20%,54% 18%,16%,66% 23%,23%,55% 50%,22%,27% 21%,23%,57% 31%,26%,44% 36%,20%,44% 35%,14%,51% 15%,18%,67% 38%,22%,40% 27%,25%,48% 68%,14%,18% 25%,15%,61% 39%,17%,44% 26%,16%,59% 47%,22%,31% 48%,19%,32% 36%,14%,50% 77%,11%,12%
Travel on an international flight 26%,17%,57% 26%,16%,59% 26%,13%,61% 17%,12%,71% 27%,23%,50% 49%,14%,37% 27%,19%,54% 22%,17%,61% 27%,18%,55% 38%,20%,42% 10%,15%,76% 24%,21%,55% 27%,17%,56% 25%,14%,61% 22%,18%,60% 30%,19%,51% 20%,15%,66% 58%,18%,24% 30%,16%,54% 23%,13%,64% 20%,15%,64% 28%,21%,51% 58%,17%,26% 32%,13%,55% 48%,24%,28%
Stay in a hotel 36%,21%,43% 41%,23%,36% 44%,11%,45% 24%,21%,55% 47%,21%,32% 48%,18%,34% 36%,24%,40% 24%,21%,55% 26%,25%,49% 50%,19%,31% 28%,25%,47% 33%,30%,38% 39%,22%,39% 37%,16%,47% 25%,24%,51% 33%,23%,44% 20%,22%,58% 63%,17%,20% 36%,23%,41% 33%,19%,48% 30%,20%,50% 54%,22%,24% 49%,23%,28% 40%,17%,43% 71%,14%,15%
Stay in self-catering accommodation (e.g., Airbnb) 32%,22%,46% 34%,22%,44% 40%,11%,49% 19%,18%,63% 40%,26%,34% 40%,23%,37% 33%,26%,42% 21%,24%,55% 22%,31%,47% 45%,24%,31% 8%,23%,69% 37%,30%,33% 30%,22%,48% 36%,13%,51% 25%,25%,50% 41%,26%,33% 17%,23%,60% 55%,20%,24% 28%,19%,54% 45%,19%,37% 26%,19%,56% 40%,25%,35% 46%,28%,26% 33%,16%,51% 76%,15%,9%
Go to a sporting or mass event (e.g., concerts) 27%,20%,53% 31%,22%,47% 29%,15%,56% 16%,15%,69% 36%,23%,40% 41%,22%,37% 29%,22%,49% 21%,17%,61% 25%,24%,51% 40%,25%,35% 15%,22%,62% 25%,26%,49% 27%,17%,56% 23%,14%,64% 17%,19%,64% 30%,18%,52% 23%,25%,52% 53%,19%,27% 23%,18%,59% 27%,15%,58% 20%,17%,64% 33%,22%,45% 38%,23%,39% 33%,14%,54% 59%,21%,20%
Go back into my place of work 67%,19%,14% 65%,19%,15% 67%,15%,18% 53%,20%,27% 74%,16%,10% 79%,8%,13% 67%,22%,11% 60%,28%,13% 67%,23%,11% 87%,8%,5% 73%,16%,11% 49%,36%,14% 75%,15%,10% 69%,15%,16% 60%,21%,19% 69%,19%,11% 53%,25%,23% 78%,13%,9% 75%,16%,9% 67%,15%,17% 66%,19%,16% 78%,15%,8% 78%,14%,8% 64%,24%,12% 91%,5%,4%
Travel via public transport 47%,19%,33% 48%,21%,30% 47%,13%,40% 29%,15%,55% 71%,15%,14% 61%,16%,23% 37%,23%,40% 36%,24%,40% 71%,22%,8% 57%,23%,20% 53%,24%,23% 32%,33%,35% 44%,21%,35% 56%,11%,33% 31%,23%,46% 56%,18%,25% 57%,21%,22% 56%,19%,25% 76%,14%,11% 41%,12%,47% 47%,17%,35% 61%,18%,21% 50%,21%,29% 34%,13%,53% 73%,14%,13%
Go to a shopping mall 65%,20%,15% 76%,16%,8% 65%,12%,23% 55%,21%,24% 76%,16%,8% 73%,14%,12% 66%,19%,15% 52%,23%,25% 61%,30%,9% 72%,19%,9% 55%,30%,15% 44%,37%,19% 72%,20%,9% 73%,13%,15% 57%27%,16% 69%,16%,15% 68%,21%,11% 74%,17%,9% 79%,14%,8% 81%,10%,9% 64%,17%,19% 79%,15%,6% 69%,21%,9% 50%,19%,31% 88%,6%,6%
Sustainability Please indicate to what extent you agree or disagree with the following statements around shopping sustainability

Answers are:

  • Agree
  • Disagree
separated by commas in each table cell.

When it comes to consuming single-use materials, my concerns over health and safety outweigh my sense of environmental responsibility 51%,15% 45%,18% 67%,9% 42%,20% 61%,13% 71%,9% 46%,18% 40%,18% 53%,15% 64%,8% 37%,15% 39%,20% 61%,11% 61%,13% 32%,25% 75%,6% 42%,15% 68%,8% 58%,13% 53%,17% 45%,16% 67%,9% 64%,7% 54%,13% 66%,16%
I intentionally buy items with eco-friendly packaging or less packaging 54%,14% 51%,17% 57%,12% 46%,18% 74%,5% 68%,9% 49%,16% 55%,12% 56%,7% 80%,4% 38%,17% 42%,19% 63%,7% 63%,10% 38%,22% 80%,2% 37%,23% 72%,8% 55%,11% 56%,15% 50%,17% 74%,6% 58%,11% 50%,18% 86%,2%
I choose products with a traceable and transparent origin 56%,12% 48%,16% 58%,11% 37%,21% 74%,4% 75%,7% 52%,14% 41%,14% 53%,11% 82%,5% 40%,17% 52%,16% 67%,5% 63%,7% 34%,24% 77%,4% 71%,7% 74%,9% 52%,14% 54%,12% 48%,14% 77%,4% 66%,7% 49%,15% 92%,2%
I am including more plant based foods as part of my diet due to sustainability principles 50%,19% 47%,28% 56%,17% 39%,32% 67%,5% 60%,11% 37%,28% 38%,27% 52%,13% 71%,6% 26%,26% 42%,19% 56%,10% 61%,14% 34%,30% 76%,6% 45%,17% 68%,8% 50%,17% 56%,20% 48%,22% 78%,3% 60%,11% 48%,25% 88%,6%
I buy from companies that are conscious and supportive of protecting the environment 55%,11% 52%,13% 63%,7% 49%,11% 72%,3% 72%,7% 46%,15% 47%,11% 51%,7% 79%,4% 29%,21% 43%,14% 69%,4% 71%,6% 35%,21% 80%,2% 42%,16% 65%,10% 57%,5% 62%,6% 51%,15% 77%,1% 66%,9% 54%,11% 83%,6%
I am buying more biodegradable/eco-friendly products 53%,14% 49%,19% 58%,13% 48%,17% 74%,5% 61%,10% 48%,17% 44%,17% 56%,7% 76%,6% 32%,19% 43%,14% 61%,7% 69%,7% 35%,26% 77%,3% 40%,20% 67%,10% 58%,11% 53%,13% 45%,17% 79%,2% 66%,7% 51%,16% 87%,3%

As quatro linhas de segmentação

Embora os consumidores estejam alinhados globalmente de algumas maneiras, descobrimos quatro áreas com segmentações emergentes que podem representar padrões de atitude e comportamento de longo prazo.

Ao avançarem rumo ao futuro, as empresas devem aproveitar as novas oportunidades evidenciadas pelos dados que abordamos aqui.

O efeito Zoom

As pessoas que trabalham em casa adotam um estilo de vida mais digital e ecologicamente correto do que aquelas que trabalham principalmente fora de casa.

  • Os comportamentos dos que trabalham em casa e fora de casa diferem claramente – eles compram de maneiras diferentes. 

  • No mundo, os trabalhadores em home office têm expectativa maior de aumentar seus gastos em todas as categorias de produtos. No Brasil, as expectativas de aumento são as mesmas entre os dois grupos para as categorias de Arte, cultura e esporte e de Restaurantes e bares.

  • Quem trabalha em home office tende menos a dizer que fez compras em lojas físicas.

  • Os hábitos provavelmente permanecerão mesmo depois que as restrições relacionadas à pandemia forem suspensas. 

  • Os consumidores que trabalham em casa priorizam mais a sustentabilidade.

O gap de gerações

Os jovens de hoje são mais propensos a fazer compras on-line e tendem a ser mais otimistas sobre os gastos futuros do que os consumidores mais velhos.

  • À medida que os consumidores envelhecem, eles dão mais valor a conveniência, saúde e segurança do que a preço ou qualidade. 

  • As gerações mais jovens esperam gastar mais nos próximos seis meses do que gastavam antes em todas as categorias de produtos.

  • Os millennials não são tão leais à marca quanto os consumidores mais velhos. 

  • Os consumidores da Geração Z e os millennials tendem mais do que os mais velhos a comprar diária ou semanalmente usando seus celulares, uma tendência que, em nossa opinião, provavelmente continuará.

O ‘consumidor consciente’

A Covid-19 criou um grupo de compradores que mudaram de comportamento devido a preocupações maiores com saúde e segurança

  • O “consumidor consciente” cita saúde e segurança como um dos dois atributos importantes ao comprar na loja física.

  • A certificação para Covid-19 é alta prioridade para esse grupo.

  • Esses consumidores tendem menos a comprar na loja física em todas as categorias de produtos.

  • Eles estão dispostos a pagar mais por opções mais saudáveis, locais e mais ecológicas.

  • Sua consciência se estende a questões de meio ambiente e sociais.

  • É improvável que os comportamentos desse grupo mudem, mesmo depois que as preocupações com a segurança causadas pela Covid-19 diminuírem.

Diferenças Leste-Oeste

Os consumidores na região da Ásia-Pacífico estão focados em sustentabilidade e tendem menos a se preocupar com saúde e segurança em sua experiência na loja física

  • Os consumidores asiáticos estão mais engajados com a sustentabilidade do que os ocidentais. Os brasileiros exibem perfil semelhante a eles.

  • Os consumidores da região Ásia-Pacífico se dizem mais propensos a comprar semanalmente ou até com mais frequência, por meio de todos os canais, do que os ocidentais.

  • Esses consumidores são os menos propensos a citar questões de saúde e segurança quando perguntados sobre os motivos de suas compras on-line.

Contatos

Carlos Coutinho

Carlos Coutinho

Sócio e líder de Varejo e Consumo, PwC Brasil

Tel: +55 (11) 3674 2000

Siga-nos