Our household panel survey analyzed the purchasing behavior of Brazilian women in the last quarter of 2018. Responsible for the decision to purchase supplies in 96% of households, even though they head* only 37% of them, women are prioritizing brands and products with more competitive prices and are still concerned about containing expenses, reserving 21.2% of the monthly budget for basic products.
Among the expenses that consume the most of the budget of Brazilian women are basic expenses (67%), which are divided between fast-moving consumer goods (FMCG) (21.2%), household expenses (11.7%), communication services (11%), transportation (8.7%), health (8.2%) and education (7.3%). In addition, they spend around 50% more on childcare items (1.2%) compared to men.
Improvement of the scenario?
“This behavior is still a reflection of the economic crisis in Brazil. Among the women interviewed, 60% are skeptical about the improvement of the scenario next year, which makes sense when we see that, of the seven attributes of a brand, the three main motivators for a purchase are related to price, namely: good relationship, quality or price (74.2%), low price (63.7%) and frequency of good promotions (32.6%)”, comments Julia Ávila, Manager of our Consumer Panel.
In addition, they also consider home delivery services, the cleanliness of the store environment, the attentiveness and friendliness of the employees, the recurring availability of products of interest to them and the accepted payment methods to be relevant when choosing brands and products. Compared to men, they are more willing to pay more for an environmentally responsible product than men.
With their confidence still shaken, women tend to cut back on spending to have more control over their monthly budget. To do so, they reduce their leisure time outside the home (66%), clothing purchases (63%), replace brands with cheaper ones (48%) and reduce their use of gas and electricity (44%). “The tendency is for these attitudes to remain with Brazilian women, who have learned to continue consuming, but making choices that fit their budget,” says Julia Ávila.
THE PURCHASE
However, when making a purchase, women tend to choose the daytime (78%) and weekdays (58%). To make things easier, they use a product list (50%), however, 47% of them say they buy more than expected when they are in the store. In addition, 56% say they walk around the store before buying and 60% of them look at leaflets and catalogs.
Women also have a great influence on other people's consumption, since 85% of them recommend products to friends and family. “Due to the decrease in confidence after the economic crisis, women have learned to prioritize their consumption and save. With this knowledge, they share their experiences with other people and, thus, influence the consumption of others”, concludes Julia.