Prepare to explode! Brazilian consumers' purchasing intention hits a new high in the second quarter

Recently, NielsenIQ Ebit conducted a consumer intention survey on Brazilian consumers , and the results showed that 91.7% of consumers intend to shop online in the second quarter of 2022 , an increase of 1.7 percentage points from the first quarter of 2022. This consumption intention is the highest since the same period in 2018 , and the report believes that this trend is mainly driven by high-income consumers .

It is understood that Brazilian consumers ' online purchasing intention increased by 2.8 percentage points in the second quarter of 2021 compared with the same period in 2020 , which was driven by the epidemic. In the NielsenIQ Ebit survey, online purchasing intention in the second quarter of 2020 only increased by 0.7 percentage points compared with the same period of the previous year. This shows that the epidemic and the penetration of the Internet have driven changes in consumer consumption patterns.

In addition, the survey also shows that this data change mainly occurs among high-income people in Brazil. In the second quarter, the following people plan to shop online : ultra-high-income people ( 94.4%), middle-high-income respondents (93.1%), and general high-income people (89.7%).

According to the survey, Brazilian consumers' consumption content was diversified in the second quarter, and they paid great attention to non-basic necessities, which also verified the activeness and extensiveness of the online consumer market.

The market segments that consumers focused on in the second quarter were cosmetics and perfume, accounting for 35.6% of respondents' purchasing intention; while fashion and accessories were almost tied at 35.5%; followed by home and decoration (33.9%), food and beverages ( 32.9%) and health (25.1%).

Despite the relatively low priority of online consumption among Brazilians, the health category will achieve important growth in the second quarter , with an expected increase of 9 percentage points (from 16% to 25%) compared to the same period in 2021 .

When divided by region , there is not much difference in consumption willingness in the second quarter among regions : Northeast ( 91.3% ), Southeast ( 91.2% ), South ( 91.2% ), Midwest ( 91% ), and North ( 90.8% ) .

Marcelo, Head of E-Commerce at NielsenIQ Ebit   Osanai said that although the macroeconomic environment remains challenging , the results of consumer spending intentions in the second quarter showed the e-commerce industry's ability to withstand economic shocks , and also proved that Brazil's e-commerce operations are at a very high level and the market outlook is optimistic.

Brazil

Second quarter

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