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.

Exhibit 1: Mass-market consumers represent nearly 70% of total food consumption in Brazil.
Exhibit 2: Retailers can offer choice without SKU proliferation.
Exhibit 3: High levels of promotional activity confuse Brazilians.

Figo, 2006
Beatriz Milhazes

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