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How “zero consumerism” is shaping retail and consumption in Brazil

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McKinsey & Company Brasil

Published on May 10, 2024

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If consumer sentiment is the heart of the market, understanding their habits is like having the pulse at your fingertips. In the next McKinsey Talks, you will learn about the current Brazilian consumer – the “zero consumer” – and their purchasing habits. The data comes from McKinsey’s most recent study of 1,000 consumers across the country, conducted every three months. In the conversation, Juliana Bonamin, VP of Sales at Mondelēz in Brazil, and Pedro Fernandes, a partner at McKinsey, talk about the impact of this new profile on Brazilian retail. A consumer who, with no room in their budget, is less loyal to brands and channels, betting even more on trade down. Despite being frugal, they still find room for short-term indulgences, with no compromises. Inserted in the “figital” universe, they want an efficient omnichannel experience and, despite being cautious, remain quite optimistic about the economy – no downbeat mood. Check out all McKinsey Talks sessions at: https://solutions.mckinsey.com/csd/ev... Tell us what you thought of this session at: https://www.surveys.online/jfe/form/S...

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