The emerging middle class will have a tremendous influence on the Brazilian packaging industry.
In O Globo of 02 April 2011, Vivian Oswald wrote an article titled: “De refrigerantes a seguros: empresas criam produtos específicos para a classe D” (From soft drinks to insurance: Companies create products specifically for the lower-income class). What I write here is a very, very free interpretation of Vivian’s article, while I also add some more facts and my personal vision.
In my article “Recycle – Sail the Amazon River with Nestlé and Tetra Pak” I related the story that Nestlé Brasil, with the slogan “Nestlé Até Você a Bordo” (Nestlé Takes You Onboard), launched the first floating supermarket, a 27.5 meter long vessel, to service the ribeirinhos (people living at the river side) of the Amazon region. The vessel is estimated to be able to service a public of 800 thousand people/month, extending the presence of Nestlé brands in the low-income Brazilian (river)homes.
In an emerging market consumer products companies smell new opportunities. Brazilian companies are investing in the expanding purchasing power of class D. With the official minimum salary at BRL 540 (USD 317), class D has a monthly income ranging from BRL 705 to BRL 1,126 (USD 440 to USD 700), which increased by no less than 50% between 2003 and 2009, creating an army of about 45 million consumers of whom still little is known about their habits. Consumer goods companies try to imagine what this ……. read the full article