A total of 27 million households suffer from unemployment and crime
About 15 million households have been in a crisis this year, facing unemployment, unmet needs and budget difficulties, according to the new 360º Consumer View, a survey conducted annually by Nielsen, which studies consumers in more than 100 countries.
As a result, the total number of households affected by the crisis has increased to 27 million this year, which is slightly more than half the total space of 53 million families surveyed.
However, the survey does not consider the entire territory of Brazil. According to Nielsen, the northern region was excluded from the study.
At the same time, figures show that 12 million families have left the crisis this year. Another 14 million households were resistant to financial shocks.
The survey highlights the fact that the number of households in crisis this year overcame those who have left difficulties, which, according to Nielsen, strengthens the loophole scenario, which creates "more uncertainties and more permanent difficulties."
According to Ricard Alvarenga, Nielsen Brasil Homes, it is possible to recover employment and payroll, with inflation still under control – factors that affect household consumption growth – "it will not overnight."
"There is a high concentration of disgusted people who are not classified as unemployed because they are no longer looking for work. [sem carga horária completa] and in informal or autonomous workers the average salary is lower, "he explained.
Household consumption has a 63.4% gross weight in Brazilian Gross Domestic Product (GDP). This means that more than half of Brazil's production depends on family demand.
In 2017, after two years of recession, GDP returned to growth with a 1% increase. This year is expanding, but at a slower pace than expected from analysts.
This scenario for directors led to the emergence of a new type of consumer in Brazil. "He is more cautious, he does more planning because he does not know what his future will be. The crisis is very hard and has shaped this new behavior," he said.
Because of the difficulties it faces, the Brazilian is more open to change brands, seek alternative rents, use credit on the market to gain purchasing power, and increase the number of shopping channels it visits. This behavior is aimed at adapting to a tight budget, Nielsen said.
Alvarenga believes that these changes in consumer behavior tend to persist in the years to come, requiring industry to adapt to new realities, offering cost-effective alternatives to products as well as alternative shopping channels, lower and simpler prices shop for comfort.