Brazilian returned to buy more than basic products, reveals Nielsen research

The Brazilian consumer was able to resume the purchase of products in addition to the most basic items. The finding is from nielsen's 360° Consumer View study, conducted between October 2018 and September 2019, and whose results have just been released. This movement had been halted since 2015, influenced by the long period of recession, high unemployment and falling income. The main reason for the resumption of the purchase of non-basic items by Brazilians is the search for informal work as an alternative to complement the gains or even as the main source of income. "Informal income households resumed the purchase of pampering thanks to the alternative income. Before the consumer lived only reducing expenses and wiping the budget. There's a change in behavior," said Ricardo Alvarenga, a Nielsen expert. According to the survey 360° Consumer View, four out of ten Brazilians are in informality, either exclusively or as an alternative to complement income. This means that this year, 16 million households use informal work on their incomes, and in 7 million of these households no resident has formal employment. The study, based mainly on the survey conducted with nielsen's Household Panel, composed of 53.4 million households, shows that informal income support helps consumers put products and brands in the shopping cart that had been Removed. This additional income, of course, helps pay debts, but also influences greater disbursement with secondary and superfluous expenses, which includes manicure, leisure, clothing and footwear. "The scenario is not yet a total resumption of consumption, but there is a decrease in spending restrictions and a reduction in tightening that we have seen in recent years," says Alvarenga of Nielsen. (Source: SA Retail, November 6, 2019)