Would you dare to guess in which part of the country the population allocates most of their budget to food expenses? Or where the costs of owning a vehicle weigh heaviest on Brazilians' pockets?
You probably know that the average income in São Paulo or Rio de Janeiro is higher than in the rest of the country. But could you tell where it has grown or decreased in recent years?
Variety of Scenarios
Understanding the Brazilian consumer profile is a highly challenging task because there is every type of target audience in Brazil. Regional particularities, however, are observed by any retail chain interested in finding its ideal consumer market. That is why maps can be extremely rich sources of information for the market intelligence of retail companies.
Below, you can check out 10 maps of Brazil. Some might confirm your intuition, while others will definitely surprise you!
Population
The block of states where young people are the most abundant target audience is quite consistent on the map. In Amazonas, almost 52% of the population is under 25 years old.
Part of these states is included in the group of territories with a higher presence of a consumer profile living in rural areas. The exception is Amapá, where 50% are under 25 years old and 90% live in urbanized areas.
Income
Of the three states with an average income above R$ 4,000, only Distrito Federal saw its income drop between 2010 and 2014.
A large part of the North region also saw depreciated earnings during the period, while in the Northeast, all states experienced an increase, with the exception of Ceará. Santa Catarina was the only state where income barely fluctuated since 2010.
Consumption
We recently showed on the blog how Consumption Potential indicated the expansion of some markets in recent years. The comparison of different consumption categories also shows how there are different consumer profiles spread across the country.
A large part of the consumer market in the North and Northeast has 1/5 of its budget reserved for food.
None of them are among the states where the consumer profile includes more significant spending on private vehicles: Roraima, Mato Grosso, Goiás, Tocantins, Espírito Santo, Paraná, and especially Santa Catarina, where the average population dedicates more than 15% of their income to the purchase and maintenance of automobiles.
Tourism
Brazilians reserve, on average, 1.66% of their budget for travel expenses. In only 3 states does this proportion exceed 2%: Distrito Federal, Tocantins, and Rondônia.
The region that generates the most revenue from the tourist consumer market, however, is the Southeast. São Paulo and Rio de Janeiro, in particular, concentrate a large portion of arrivals in Brazilian territories, while the South region, as well as the states of Minas Gerais, Bahia, and Pernambuco, remain in the intermediate zone, between 10 and 30 million tourists per year. Most of the national territory is still waiting to join the list of the country's main tourist destinations.
Education
Distrito Federal and São Paulo are the only two states where more than 10% of the population has a college degree. The South region and Espírito Santo come close to this, with at least 8% of graduated inhabitants, but in most federative units, this proportion is around 5%.
A curious fact, however, unites two extremes: in Amazonas and São Paulo, Business Administration is the course with the highest number of students. In all other states, the most chosen career is Law.
source: blog.geofusion.com.br