Article at a glance:

How big retailers can serve Brazil's mass-market shoppers

• For years, modern-format food retailers in Brazil have focused on serving its wealthiest consumers.
• To keep growing, they will have to set their sights on a bigger target: 130 million mass-market consumers, who account for almost 70 percent of food consumption.
• Serving these consumers will be difficult, since they expect the combination of value, convenience, selection, and service they find among Brazil’s informal retailers.
• Recent McKinsey research sheds light on the shopping behavior and attitudes of Brazil’s mass-market consumers and offers retailers clues about how to redesign products, services, and formats to suit them.

Note: This article includes translations in Portuguese and Spanish.