A total of 27 million households suffer from unemployment and delinquency
About 15 million households were in crisis this year, faced with unemployment, default and budget difficulties, according to a new 360-degree Consumer View, annual research by Nielsen, a company that studies consumers in more than 100 countries.
As a result, the total number of households hit by the crisis has risen to 27 million this year, slightly more than half of the total universe of 53 million families surveyed.
Research, however, does not take into account the entire Brazilian territory. According to Nielsen, the northern region is excluded from the study.
At the same time, figures also show that this year, 12 million families left the crisis. Another 14 million households had immunity from financial turbulence.
The study points to the fact that the number of households in crisis this year exceeded those who left the difficulties, which, according to Nielsen's opinion, enhances the petrochemical scenario that generates "uncertainties and difficulties more permanently."
According to Ricardo Alvarenga, director of the Nielsen Brasil Homes Panel, it is possible to continue the recruitment and wage bill, with inflation still being controlled – factors that affect household spending – "it will not be overnight"
"There is a great deal of discouraged people who are not classified as unemployed because they are no longer looking for a job. [sem carga horária completa] while in informal or autonomous workers the average salary is lower, "he explained.
Consumption of households has a strong weight in the gross domestic product (GDP) of 63.4%. That is, more than half of what is produced in Brazil depends on family requirements.
In 2017, after two years of recession, GDP returned to growth, with an increase of 1%. This year, it continues to expand, but slower than previously expected analysts.
This scenario, for the director, has resulted in the emergence of a new type of consumer in Brazil. "He is more careful, he plans to do more 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 it faced, the Brazilian was more open to changing the brand, seeking alternative rents, using market credits to acquire purchasing power, and increasing the number of shopping channels it visits. This behavior is geared towards adapting to a narrow budget, Nielsen said.
Alvarenga believes that these changes in consumer behavior will continue in the coming years, which will require industry and retail to adapt to the new reality, offering an alternative to good-value products, as well as having alternative shopping channels, cost less, and easier is purchased for ease of use.