Diaper consumption drops, yogurt and razor blade in Brazil; see ranking

In times of "short money" and high rates of unemployment, the Brazilian began to streamline the buying and replacing some similar products cheaper or even for other categories. Kantar Worldpanel: consumer research, which monitors 11300 homes (representing 53 million households), shows that the composition of the Brazilian shopping cart has changed and that, to include new consumer trends on '' basket '', families began to buy less or less frequently other traditional items from shelves.
According to the survey, which examined 96 categories of high spin on April 2016 period to March this year, the products whose sales more grew in the past year were: liquid tea (+ 71%), food supplement (+ 44%), soluble cappuccino (+25%), salad dressing (+25%) and coconut water (19%).
At the other end, the biggest drops were recorded in sales of petit suisse or babybels (-39%), disposable diapers ( -28%), yogurt ( -15%), razors ( -12%) and insecticides ( -11%).
For business and Marketing Director of Kantar, Christine Parker, research shows that, in addition to trade, is occurring a rationalization of consumption by Brazilians.
According to research and consulting, the volume of purchases within that basket of categories follows without significant growth from 2015. Last year, the average high in number of units purchased was 2.8%.
"In previous crises, sought-if the low price tag. Now, the Pocket is much tighter, but the consumer doesn''t want to give up categories that are facilitating their lives. If he see a clear benefit, he pays and rationalizes something else ", explains Christine.
Products in high
She emphasizes that the products whose sales more grew in the last year – liquid tea, food supplement, cappuccino and salad dressing – have in common the appeal to practicality, health and innovation. "The consumer wants to healthiness, but also want cost-benefit analysis and that is easy to do," he says.
According to the latest available data from the Brazilian Association of manufacturers of soft drinks and Alcoholic drinks (Open), the production of teas ready in Brazil grew 8.8% in 2015, while the production of juices and Nectars ready fell 3.7% on annual variation. The soft drinks already retreated 6.1 percent.
In terms of market share, however, the volume of tea produced annually is still small, about 150 million litres, the equivalent of only 12% of the total category juices, and lower even than soy-based drinks (207 million liters/year).
Products at low
In the case of yoghurt, whose consumption has become popular in recent years, the Board explains that despite the fall, the penetration of the product in the households remained almost the same, falling from 93% to 92%.
"What was the frequency of purchase. Don''t buy more every month, "he explains. "The Brazilian''s Pocket is too tight. So he is having to prioritize and rationalize choices in some other items, "adds, citing also the increase in sales of cheaper protein options that meat like sausages and presuntaria.
Sought by the G1, Danone and Nestle refused to comment on the fall of sales of yogurts and petit suisses.
With the extension of the crisis and slow economic upturn, following weak sales in supermarkets in Brazil. According to the data of the Association that represents the industry, open, in the first five months of this year, actual sales (adjusted for inflation) have advanced only 0.61%.
Brazil becomes less beard
In the case of the blades, the streamlining means making the product last longer, according to the Coordinator of the research. "She ceases to be disposable and is now used more often," says Christine.
The Manager of BIC razors, Rodrigo Iasi, confirms the trends identified by the Kantar. According to him, with the rise in unemployment the Brazilian became less shaving. "People when they''re not working, tend to care less and less appearance beard. A frequency of almost three times a week, the average in the country dropped to two, "he says.
According to him, the fall in consumption of blades also reflects the greater number of men to adopt beard and tend to make the cut at Barber shops instead of his own home, but according to the Executive, the impact of these factors is still marginal.
BIC claims, however, have managed to increase their sales and market share of your blades last year to 24%, due to the demand by cheapest shaving devices such as disposable.
Already the P&G, leading manufacturer Gillette, said that the fall in category "is fully in line with the market, according to the projections regarding the fall in GDP (gross domestic product)" and assessed the changes in the consumption basket is "a consequence of the transformation of buying habits.
Fewer babies, less diapers
Already the fall in consumption of disposable diapers would be related to other different factors of streamlining and money shorter. According to P&G, owner of the leading brand of Pampers, market innovations have allowed "the absorption of the products is so superior to the point that you need a little less diaper change".
According to the manufacturer, another explanation for the smaller volume of sales is "birth, drop factor that has been recurring in Brazil".
Data on births in Brazil indicate that the zika outbreak may also have impacted pregnancy plans last year. Lifting of the G1 showed a reduction in the number of live births from the second half of the 2016 across the country, compared with the previous years, precisely 9 months after the beginning of the emergency by zika and microcephaly in the country. In comparison of the total births in the second half of the period 2016 2015, the fall was about 10%.