Middle and upper class client is mostly atacarejos, known for low price

Poorer consumers and entrepreneurs are minority in atacarejo stores, which blend with retail and have the proposal to sell food, hygiene and cleaning items with prices more into account than in supermarkets. Initially, this kind of store attracted predominantly the small entrepreneurs like pizzaiolos, "dogueiros", for example, they could buy large volumes of supplies for your business with lower prices.
But, with the crisis, the atacarejo gained strength in recent years in relation to the supermarkets and hypermarkets. And, contrary to popular thought, managed to win over consumers, especially of higher income, they''re going to the store to buy items for their own use.
The Institute''s Research Data for the Assai, atacarejo arm of GPA Group, reveals that the lower income families with average monthly gains of up to £ $1300 account for 11% of consumers of this kind of store. More than half of customers (54%) belong to households with monthly average income between R $1900 and R $3600. Families with higher income, between R $6100 and R$17,3 thousand, are 35%.
The national survey, made in October 2016 with 10000 people in over a hundred shops of Assai, also revealed that consumers individuals are more than half the clientele.
Dorival Kills-Machado, partner-Director of the Popular Date, explains that the goal was to meet the customers '' profile. Beyond the crisis, which forced the Brazilian to save, he attributes the increase in higher income clients in atacarejo to the fact that kind of play a common supermarket store, both in volumes that can be purchased as in no obligation to join to the store, as occurs in the clubs.
"The attacked was born in the suburbs and, in fact, answer to classes D and e. but the market came changing and atacarejo caters to all classes," says the President of Assai, Belmiro Garcia.
Spun. For Richard Roldan, President of the Brazilian Association of self-service Wholesalers, the predominant clientele today in atacarejos is class B and c. lower-income households are also supplied by the atacarejo, but indirectly. That''s because, according to him, the small markets, which facilitate the purchase by selling often spun, sourcing at atacarejo.
Garcia, Assai, compares the change that happened in Brazil in atacarejo consumers to what happened in the United States. With the crisis of 2008, Americans sought the "cash and carry", the model corresponding to the atacarejo in Brazil. And, after the economy improved, have left to attend this kind of store.
This is confirmed by research of the Popular Date shows that 56% of respondents spent shopping at atacarejo because of the crisis. And almost all of them (98%) does not intend to leave to attend this kind of shop, when the economy improve.
Aware of this trend, Gomes noted that in 2017, the GPA will convert from 15 to 20 hypermarkets in atacarejo. The impact of the conversion in the recipe must be significant. In 2016, in two shops to hypermarkets converted, turnover rose by 2.5 times. Most of the 28 new stores of atacarejo provided by the GPA for this year will be the result of conversions.
Garcia doesn''t reveal how much you want to invest in the conversions or in the new model of atacarejo store, with sales area and right foot that are double current stores of atacarejo. But the Executive explains that, as larger stores dispense distribution centres, it is possible to reduce logistics costs between 3% and 5%. This allows you to have even smaller prices.
According to the consultancy Nielsen, atacarejo prices today are 15% lower compared to traditional retail, says Gomes.
"The model of large shops to hypermarkets is being questioned all over the world and in Brazil because of the atacarejo", States the responsible for wholesale and retail of Nielsen, Daniela Toledo. In 2016, the atacarejo revenue grew 11.3%, while hypermarkets fell 7.4%, points.
The good performance of the atacarejo causes changes in the plans of traditional wholesalers. Emerson Destro, President of Abad, that gathers the wholesalers that sell only to retailers, says that your thread is expanding to the atacarejo. His company, for example, will open two stores of atacarejo.
Poorer consumers and owners of bars and restaurants are minority in atacarejo stores, which blend with retail and have the proposal to sell food and hygiene and cleaning items at lower prices than in supermarkets and hypermarkets. This kind of store, which was frequented mainly by small traders, who needed to make purchases of large volumes, has undergone a change of profile in recent years.
With the crisis, the atacarejo gained strength in recent years in relation to the supermarkets and hypermarkets. And, contrary to popular thought, managed to win over consumers, especially of higher income, they''re going to the store to buy items for their own use.
The Institute''s Research Data for the Assai, atacarejo arm of GPA Group, reveals that the lower income families, with average monthly gains of up to R $1300, account for 11% of consumers of this kind of store. More than half of customers (54%) belongs to the homes with average monthly income between R $1900 and R $3600. Families with higher income, between R $6100 and R $17300, are 35%.
The national survey, made in October 2016, with 10000 people, in over a hundred shops of Assai, also revealed that consumers individuals are more than half the clientele.
Dorival Kills-Machado, partner-Director of the Popular Date, explains that the goal was to meet the customers '' profile. Beyond the crisis, which forced the Brazilian to save, he attributes the increase in higher income clients in atacarejo to the fact that kind of play a common supermarket store, both in volumes that can be purchased and no obligation to join to the store, as occurs in the clubs.
"The attacked was born in the suburbs and, in fact, answer to classes D and e. but the market came changing and atacarejo caters to all classes," says the President of Assai, Belmiro Garcia.
Spun. For Richard Roldan, President of the Brazilian Association of self-service Wholesalers, the predominant clientele today in atacarejos is class B and c. lower-income households are also supplied by the model, but indirectly. That''s because, according to him, the small markets, which facilitate the purchase by selling often spun, sourcing at atacarejo.
Garcia, Assai, compares the change that happened in Brazil in atacarejo consumers to what happened in the United States. With the crisis of 2008, Americans sought the "cash and carry", the model corresponding to the atacarejo in Brazil. And, after the economy improved, have left to attend this kind of store.
This is confirmed by research of the Popular Date shows that 56% of respondents spent shopping at atacarejo because of the crisis. And almost all of them (98%) does not intend to leave to attend this kind of shop, when the economy improve.
Attention to the trend, Gomes noted that in 2017, the GPA will convert from 15 to 20 hypermarkets in atacarejo. The impact of the conversion in the recipe must be significant. In 2016, in two shops to hypermarkets converted, turnover rose by 2.5 times. Most of the 28 new stores of atacarejo provided by the GPA for this year will be the result of conversions.
Garcia doesn''t reveal how much you want to invest in the conversions or in the new model of atacarejo store, with sales area and right foot that are double current stores. But the Executive explains that, as larger stores dispense distribution centres, it is possible to reduce logistics costs between 3% and 5%. This allows you to have even smaller prices.
According to the consultancy Nielsen, atacarejo prices today are 15% lower compared to traditional retail, says Gomes.
"The model of large shops to hypermarkets is being questioned all over the world and in Brazil because of the atacarejo", States the responsible for wholesale and retail of Nielsen, Daniela Toledo. In 2016, the segment revenue grew by 11.3%, while hypermarkets fell 7.4%, points.
The good performance of the sector causes changes in the plans of traditional wholesalers. Emerson Destro, President of Abad, that gathers the wholesalers that sell only to retailers, says that your thread is expanding to the atacarejo. His company, for example, will open two stores in the model.