Brands Need to Quickly Understand Brazilian Consumers as the Latin American Market Continues to Grow, Says Cint

STOCKHOLM, Sweden, March 13, 2012 /PRNewswire/ --

With Brazil recently overtaking the UK to become the sixth largest economy in the world as well as being the fifth largest in terms of digital users, marketers must understand the needs of its consumers if they are to successfully break into the country, advises Cint, a global provider of market research tools.

Brazil's middle class is rapidly expanding, being estimated by Fecomercio, the Sao Paulo consumer federation, to reach 127 million by 2014. The appetite for upward social mobility and digital media in the country means that brands with an in-depth understanding of Brazilians' opinions and preferences will be in prime position to capitalize on the populations' purchasing habits. Additionally, with two major globally facing events being held in Brazil over the coming years, the FIFA World Cup in 2014 and the 2016 Olympics, which are significant vehicles for promotion, now is the time for marketers to reconsider their products and ensure they are relevant to the life of the local consumer.

To achieve success, brands must tailor their products to the tastes of Brazilians in the way Unilever launched its Fruttare Maracuja ice lolly; the new lolly flavours, such as passion fruit and guava, were developed around the country's favourite fruits, especially for the market. Furthermore, as the fifth largest country in the world with an area of 8.5 million square kilometres, it has five distinct regions in which preferences and trends understandably vary. Obtaining market intelligence by canvassing people's opinions can help ensure a product or a marketing campaign will be successful and return investment as well as increasing brand awareness.  

CEO of Cint, Bo Mattsson, commented: "There certainly appear to be a number of gaps in various Brazilian markets where the growing middle class is looking to make purchases to reflect their status. Taking in account the vast number of marketing opportunities available, due to the country's appetite for digital media, smartphones and the fact that the government offers free wi-fi, more and more brands are working towards penetration into the Brazilian marketplace.

"However, to effectively break into any new market, companies must understand the opinions and needs of the local consumer. By reaching out to real people through market research, brands can make decisions more effectively and with the DIY model, they can deploy surveys and most importantly obtain the results fast and in real-time."  

Leading DIY market research tool, Cint Access, offers access to 135,000 people in Brazil and a total of seven million across 50 countries.

For more information about Cint Access or Cint Engage, a panel management solution, which allows brands to connect with and understand the opinions of their current consumer or client base, please visit http://www.cint.com.

Contact: Keredy Andrews, cint@punchcomms.com, +44-1858-411-600