If the ageing population worries the Government, faced with the inevitable increase in spending on social benefits, for the private sector, the demographic situation of the country has become an invaluable source of profit. Companies that offer products and services for people with more than 50 years have passed on the sidelines of the economic stagnation experienced by Brazil. Manufacturers of medicines, beauty products, personal hygiene, telephony and everything that relates to health and welfare have registered average expansion between 10% and 15% per annum, rhythm that must be maintained in the coming decades, accompanying the change among Brazilians.
Not incidentally, companies are innovating and offering products increasingly geared to this audience. "It's total winner", emphasizes the Director of marketing at Mary Kay, Shana Pandey. Data from the Brazilian Association of the industry of personal hygiene, perfumery and cosmetics (Abihpec) show that the expectation is that, between 2010 and 2015, the industry's revenues nearly double: r $ 27.3 billion to $ 50 billion. Because of this, the investments in the increase in the supply of goods will jump, too, of r $ 9.3 billion to $ 20 billion a year. The Brazil is the second market for beauty products in the world. Second only to the USA.
Lifting of the Serviço Brasileiro de Apoio às Micro and small enterprises (Sebrae) indicates that 92% of women of the third age consume 57% buy cosmetics and makeup products. The retired pedagogue Yara de Paula Menezes Pereira, of 79 years, doesn't make for less. Vain assumption, spend $ 300 in creams every three months to keep skin healthy. Others are disbursed r $ 90 every month to touch up my nails. The beauty and Health Bill also includes $ 145 with the monthly gym and $ 400 in medication and toiletries. "Mom always said: who is not for you if avoided graces. First, we have to like us, "he says.
Yara has five children, eight grandchildren and four great-grandchildren. Says that all precautions are essential to maintain health, pampering family and travel all over the world. When you're far away, she uses the cell phone applications to exchange messages with relatives. "I'm an active person. Do water aerobics, dance, in addition to consult doctors regularly. I'm going to the cardiologist every two months, "he says, proud. For the health plan, are $ 275 per month.
The oldest Brazil INFLATION is real and pulsing. The average life expectancy at birth is 74.9 years for men and women, according to the IBGE. Between 2015 and 2030, the share of Brazilians with 65 years or more in the population will jump from 7.9% to 13.4%. Benefited by the process of social ascent, people with more than 50 years spend per year, r $ 1.1 trillion, 34% of total consumption of the population, according to market estimates.
The good news for the consumption of the elderly: inflation among them have risen less than the overall average, which boosts purchasing power. The accounts of the Getulio Vargas Foundation (FGV), the consumer price index for the third age (IPC-3i) plunged 6.70 percent in the last 12 months.
EM
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