With classes A and B, nondurable goods grow in 2014

After a decline of 0.4% last year, the sale of consumer goods purchase applicant should grow around 3.5% in Brazilian retail volume in 2014, compared to 2013, according to Nielsen. The industry held prices in the first half, which contributed to the performance. The research includes food, beverages, personal care products and cleaning supplies.
The demand is supported by classes A and b. "last year, the C class was still rather buy indebting, contributing proportionally above its size," says Priscilla Nahas, market analyst from Nielsen. This year, the scene is another. Class C was the most sought alternatives to try to keep consumption, reducing the frequency of purchases and spending on smaller stores. Classes A and B, which represent 33% of the population, contributed to the growth of 68% basket Nielsen until August.
The more intense than usual summer boosted seasonal product categories at the beginning of the year, such as ice cream, sunscreens and beers. Therefore, the baskets of perishable foods and alcoholic drinks are the fastest-growing. Classes A and B generally spend 30% more than the average population. In the summer of this year, the families of these layers spent 45% more than the Brazilians in General.
Last summer, however, there was a gradual slowdown in sales. In January, the volume of sales grew 7.1%, compared to the previous year. The accumulated until August, the index stands at 5.2%, and the forecast from Nielsen is to finish the year at 3.4%, with a margin of one percentage point up or down.
Discouraged with the demand, the consumer industry delayed price adjustments, made offers and actions in points of sale since the second half of last year. These initiatives, together with higher temperatures, increased sales by the end of 2013 and beginning of this year. On account of the World Cup, part of the industry continued holding prices in the first half of 2014, but, starting in August, the adjustments have been applied. From there, the slowdown in sales volume was sharp and must continue.
According to Priscilla, the trend is that in 2015 the high in sales is less than this year-would be below 2%. The intention of household consumption has fluctuated and lost strength, moreover, the basis for comparison of this year will be relatively high. "Even if we have a summer intensive, and industry to hold prices, we should not have a growth above 2%," says Priscilla.
The Nielsen audits 137 categories of products. The lookup is done on channels such as supermarkets, hypermarkets, bars, grocery stores, drugstores and perfumeries and covers 98% of the consumption potential in Brazil, according to the consultancy. In the North, the only people who get to Belém and Manaus.
The World Cup has benefited only a few sectors, according to Priscilla. Beers, soft drinks and processed meat products accounted for 90% of the expansion in the period from May to July. The beer is the category of greatest weight in the basket of Nielsen.
The scenario of uncertainty, economic slowdown and inflation caused consumers planned to buy more and reduce the frequency to the points of sale. But the amount spent was higher. In line with what has been observed in recent years, the small retail is preferred and should pull the growth in the last quarter.
The region of São Paulo State, outside the capital, is the fastest-growing this year. Northeast and Midwest are the only regions with expansion as much this year as last year. "Are regions still under development, with high government investment and with an increase of above-average income of Brazil".
In the grocery segment sweet, condensed milk and chocolate were the products that grew in volume YTD until August. At the grocery store, the salted canned fish and bread were the protagonists. The ice cream, frozen potatoes and industrialised meat stood out among the perishable. The beer, by its importance, boosted the alcohol. Energy drinks, juices and coconut water ready were the ones that grew back among non alcoholics. In hygiene and beauty, it was the turn of diapers and toilet paper. And, in cleaning, sponges, insecticides and cleaning concentrates pulled high.