In total, 27 million households suffer from unemployment and crime
Some 15 million households have been in crisis this year and face unemployment, standard and budget issues, according to the new release of 360º Consumer View, a survey conducted annually by Nielsen, a company that studies consumers in more than 100 countries.
As a result, the total number of households affected by the crisis increased to 27 million this year, slightly more than half of the total universe of 53 million investigated families.
However, the investigation does not consider the whole of Brazilian territory. According to Nielsen, the northern region was excluded from the study.
At the same time, the figures also show that 12 million families have left the crisis this year. Another 14 million households have been immune to financial concerns.
The survey points out that the number of households in crisis this year has exceeded those who have left the difficulties behind. This, according to Nielsen, reinforces a looping scenario that generates "uncertainties and difficulties more permanently."
According to Ricardo Alvarenga, head of the Nielsen Brazil Homes Panel, a possible resumption of employment and payroll, inflation is still controlled – factors that affect the rise in household consumption – "it will not be overnight".
"There is a high concentration of discouraged people who are not classified as unemployed because they no longer seek work. [sem carga horária completa] and in informal or autonomous workers, the average salary is lower, "he explained.
Household consumption has a strong weight in Brazilian gross domestic product (GDP) of 63.4%. That is, more than half of what is produced in Brazil depends on family needs.
By 2017, GDP returned after two years of recession to growth with an increase of 1%. This year, it continues to expand, but at a slower pace than the analysts previously expected.
This scenario, for the director, resulted in the emergence of a new type of consumer in Brazil. "He is more careful, he makes more planning because he does not know what his future will be." The crisis is very difficult and shaped this new behavior, "he said.
Due to the difficulties encountered, the Brazilian has been more open to exchanging trademarks, seeking alternative rents, using credit in the market to gain purchasing power and increasing the number of shopping channels that he visits. This behavior aims to adapt to a tight budget, says Nielsen.
Alvarenga believes that these changes in consumer behavior tend to continue in the coming years, which will require the industry and retailers to adapt to the new reality, offer options for products with good cost / benefit, as well as having alternative purchasing channels, prices less , and easier to shop for convenience.