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See which ones and take advantage of the opportunities Have you thought about actions for SUMMER??? How can your product mix serve this audience? Brazilian food retail is close to one of the most important seasonal periods of the year! The warmer months increase sales of some of the most important categories for supermarket and wholesale results. Main reference in the snacks category, responsible for brands such as CHEETOS®, DORITOS®, LAY’S®, RUFFLES® and TORCIDA®, PepsiCo is preparing for one of the biggest growths in sell-out in value and volume. Do joint activations This seasonality encourages meetings with friends and/or family, which brings great opportunities to increase sales of food and beverages, especially in packages with greater grammages. For the best results, retail chains cannot ignore that complementary categories further boost sell-out. Execution of snacks with beers, soft drinks, juices, chocolates and cookies/sweet biscuits are great examples of initiatives that cannot be missing in stores. The growth of these consumption associations was observed in an internal study of GC in seasonality moments. National premium beer, soft drinks and ready-to-drink juices are the products whose purchase is most frequently associated with the 4 main snacks segments – Appetizers, Potatoes, Extruded Products and Tortillas –, which reveals a great opportunity for retailers to expand the shopping basket and , of course, increase profitability.

We are seeing a wave of activism around the world as people become aware of the power they have to drive change. One of the ways to achieve this goal is through the products they choose and support – and brands are responding by creating customer feedback channels. Looking to the future, younger audiences – Gen Z in particular – are already started to shape the new digital paradigm, but what exactly can we expect? The demand for authenticity should drive the adoption of unfiltered social media as direct-to-avatar commerce grows – as the metaverse is here to stay. Learn more about these two consumer trends at WGSN Insight, where we analyze them in a series of six reports covering our top trend forecasts for 2022 – and beyond. Unfiltered social networks In 2022, we will see a shift towards the 'unfiltered feed' as both regular users and influencers have come up with more truthful and transparent versions of themselves online. With Gen Z valuing authenticity, brands will follow suit. In the summer of 2021, Norway introduced a law to oblige influencers to identify retouched photos on their social media, in order to combat unrealistic beauty standards – and other countries must follow suit. Filters have long been an intrinsic part of social media, but resistance to them is growing as rising awareness of the harm they can cause. A study published in 2021 by the Center for Research on Gender and Sexualities at the University of London found that 90% of young women reported using filters or editing their photos to look different, while another study found that adding filters to Instagram selfies could result in less likes. This raises questions about why these filters are still available, why young people still use them, and what responsibility social platforms and brands have in the face of this dilemma. Direct trade-2-avatar We are in the age of avatars – and what our avatars wear is more important than ever. Enter commerce for avatars, or D2A, a burgeoning retail model that will open up new opportunities for brands to enter the metaverse, creating deeper connections in digital environments. By designing and selling items that don't exist in the physical world (IRL) specifically for avatars, D2A commerce allows brands to bypass supply chains, paving the way for new sources of revenue. This evolving, and potentially more sustainable, format should drive new business: by 2022, the game skins market will reach $50 billion. Fueled by companies like Bitmoji and Genies, which allow users to create and customize their virtual identities, D2A commerce brings the possibility for brands to launch unique digital products through in-game items or collections on platforms like Roblox and Fortnite.

The topic is a priority for the vast majority of CEOs, but the implementation of concrete actions still faces barriers In 2021, when I discussed some priorities for CEOs in the midst of the post-pandemic recovery scenario, sustainability was highlighted for 37% of them. Today, the subject has gained space and has become fundamental for half of Latin America's leaders, according to a new study by the IBM Institute for Business Value. As the market transforms, consumers become more demanding and technologies advance, sustainability must be treated as a catalyst to define new business models while delivering more positive impact to society's needs. The conversation about ESG has become an increasingly protagonist among institutions, governments and the population and, within the corporate world, the look at sustainability has gained a lot of strength. While CEOs are under more pressure to take concrete actions, whether from the board itself, investors or regulatory bodies, the vast majority (84%) believe that investing in sustainability in their companies will bring better business results in the coming years. five years, above the global average (80%) and indicate that they are directly involved in defining their company's sustainability strategy. However, they face barriers that still keep a distance between intention and execution. Although it is necessary to take what is now a concern into action, sustainability must be a central part of the planning of companies that seek a promising future – for themselves, their partners, their customers and society. Barriers to advancement Despite believing that sustainability has the potential to accelerate business growth, CEOs face challenges in putting it into practice and indicated as the main inhibitors to more effective action the lack of clarity about ROI and economic benefits, in addition to regulatory barriers and a lack of data insights. Sustainability at the heart of the decision? While the leadership faces these difficulties to move forward, most are already taking actions to change this scenario. However, it is still a timid action when considering its connection with the strategy, and the topic is not yet addressed in a broad way – only 16% said they had implemented it throughout the organization. Promising future Regardless of when companies are in relation to sustainability, whether in a more analytical stage, of compliance with regulations, execution of actions operating in isolation or driving an organization-wide transformation, CEOs Transformational leaders are already involving the entire C-Suite in this conversation and decision making. Using technology as an enabler, we see initiatives to bring applied innovation to areas such as climate change, sustainable agriculture, reducing waste in supply chains and managing energy efficiency from cleaner sources. The time is now: it is indisputable that we need to act now and change starts with leadership. Our role is critical to lead by example, invest in what is needed, involve people and make sustainability a centerpiece of strategy across the entire company. The sustainable future is built in the present, and it is our mission to translate the leadership discussion into concrete and tangible actions, and to make it a reality for the good of our communities. Tonny Martins is IBM's general manager in Latin America. The executive began his career as an intern at the company 29 years ago and has held several leadership positions in the Services, Solutions and Business Consulting segments. Read more at: https://forbes.com.br/forbes-tech/2022/07/sustentabilidade-pressao-externa-desafio-ou-oportunidade-para-a-lideranca/

The rise in inflation is forcing a change in habits on the part of the Brazilian consumer, points out the consulting and research company Kantar. “The pocket is tighter”, says Renato Mello, senior manager of new business at the company. A survey by the company shows that 63% of people said they are more cautious and only buy what they were already programmed to buy. They are also taking advantage of more promotions (46%) and have switched from their favorite brands to cheaper options (24%). Products are exchanged for similar products with more affordable prices and, despite the consumption of commodities having fallen 1.4% in the period, the impact on the amount spent in the Brazilian shopping cart increased from 12% last year to 14%. The survey followed the routine of 11,300 homes from all regions and social classes in the country and represents a sample of 59 million homes in Brazil. Brazilian cuts out-of-home spending and gives priority to consumption at home Expenses with food and drink inside the home, hygiene and household cleaning already represent more than 50% of the household budget. In classes D and E, this percentage jumps to 60%. And with an accumulated inflation of 21.15% in the last 24 months, according to the IBGE, the consumer is reducing spending outside the home and giving priority to consumption at home. In the comparison between the first quarters of 2020 and 2022, domestic spending increased by 3%, while out-of-home spending fell by 3.5%. The exception is São Paulo, which keeps the growth of out-of-home consumption higher than two years ago. One of the factors that contributes to this is that the vaccination rate for the population over five years of age is 92% in the state, ten percentage points above the national average. With this scenario of higher inflation, another strategy adopted by the consumer is to reduce the number of items purchased. The level is already the lowest since the beginning of the pandemic. The drop is 2% compared to the first quarter of 2020. "The scenario requires important reflections on portfolio, packaging size and clarity regarding price positioning", informs the consultancy. She points out that outside the home, the main challenge is to increase the frequency of consumption. Unemployment and informality also affect consumption Another problem that affects consumption is the unemployment rate, which has decreased in recent months but remains high, and high informality – there are 39.1 million in this situation, the highest number in the historical series of the Pnad Contínua survey, which began in 2012. Another problem is that, although the labor market has reacted in terms of job creation, wages – for both formal and informal workers – have not followed this movement. Real earnings, after discounting inflation, are lower than a year ago. Purchasing power therefore fell. “Unlike Europe or the United States, the vast majority of consumers did not accumulate reservations during the period of isolation that could help them face the escalation of prices”, points out Cecília Alva, director of clients and new business for Latin America at Latin America. Kantar's World Panel division. The second year of the pandemic boosted the growth of informal income, which went from 7% of the total, in 2020, to 14%, in 2021. And now, with the end of government aid, especially the C class should be negatively impacted. Kantar detected a 2% drop in the purchase of ground coffee units and a 30% increase in soluble coffee units consumed in the comparison between the first quarters of 2021 and 2022, with emphasis on the North and Northeast, where there was a high of 58%. This change is also reflected in a drop in the consumption of filter paper. Foto: Abiove Another product that is losing space in the Brazilian market is soybean oil, whose price has risen 32.59% in the last 12 months. Consumption in units fell by 4.9%. According to Kantar, the space has been occupied by special oils, such as sunflower, corn and canola, whose consumption increased by 27.8% between the first quarters of 2021 and 2022. In addition to price, another issue that is favoring is the fact that to be more related to healthy habits. Who also lost space was the long life milk. There was a 2.3% drop in consumption between the periods. And the price increased 29.14% in the 12-month period ended in June. Kantar highlights that the crisis in commodities is a point of attention in consumer behavior, but that, at the same time, it opens space for the growth of substitute categories that have experienced less variation in price. Consumption of snacks and alcoholic beverages grows at home Inside the home, the consumption of alcoholic beverages and the frequency of purchase of “snacks” grew. The consultancy also emphasizes that this behavior is related to protection against rising prices and meeting the need to eat out. She points out that the consumption of complete meals away from home requires an outlay four times greater than resorting to snacks. Mello also points out that the consumption of cheaper proteins, such as sausages and breaded products, and drinks such as mineral water and juices has grown. "Consumers are looking for more pleasure and practicality at home", quotes the consultancy. Source: FGVSP - Excellence in Retail