A Datamonitor report
Targeting Profitable Consumer
Trends In Brazil, Russia, India
and China
Insights into Emerging Groups & Behaviors in
BRIC
Published: Dec-06 Product Code: DMCM4581
Use this report to...
Gain insight into the key issues and future
development of an established consumer
society in the BRIC region
www.datamonitor.com/consumer
Providing you with:
• Detailed analysis of consumer lifestyles
and needs and the future development of
trends for consumer packaged goods
players to target
• Unique consumption data by demographic
segment across food, beverage, alcoholic
drinks and personal care sectors
• Detailed analysis of consumer lifestyles,
attitudes and needs affecting the packaged
goods sectors and the influence of these on
buying behavior
• Detailed Action Points pinpointing how to
fine tune your strategy and devise effective
marketing concepts in this region
 Targeting Profitable Consumer Trends In Brazil, Russia, India and China
DMCM4581

Introduction
Brazil, Russia, India and China (BRIC) markets have huge potential for the
development of a stable consumer society that can be profitably targeted by
consumer packaged goods players across the globe. Although the BRIC region
requires further social cohesion and economic development to fully stabilize,
players that act quickly and tailor their offering can reap significant rewards.

Many demographic and lifestyle trends that are associated with developed Western markets are
increasingly applicable to consumers in the BRIC region. For instance, aging populations and
changing family dynamics are trends playing out in at least 3 of the 4 countries. The core
consumer trends of convenience, health and sensory orientated consumption are also
beginning to emerge. This suggests that successful branding concepts from Western markets
have the potential to appeal to the huge consumer base that exists via the BRIC nations. The
insights and actions within this report provide a foundation for this.

Key findings and highlights

• The potential for a burgeoning middle class is positive yet variable across the BRIC
countries. For example, Brazil and India have the most stable middle class potential,
whereas in China this group is concentrated in urban areas, however, even in China the
middle class is forecast to be larger than the entire US population by 2010.
• Health problems, such as hypertension and obesity, will prove major challenges to BRIC
countries as their population’s age. Although hypertension prevalence exhibits lower growth
rates than obesity, it is a larger problem overall in Brazil, India and China. In China and
India it affects 21% and 22% of the total population respectively.
• Product branding and packaging will need to be unique and tamper-proof to overcome the
counterfeit problem. Selling trust and product quality to the growing consumer society in any
BRIC market will be arguably more important than in developed markets where safety and
quality of products is now often taken for granted.

Reasons to buy
• Gain insight into the key issues and future development of an emerging consumer society
in the BRIC region
• Identify which consumer groups and unmet needs to target for profitable future growth
• Improve your marketing strategy by tailoring your offering to the most important consumer
trends

Contact us...
From Europe: tel: +44 20 7675 7202 fax: +44 20 7675 7016 email: cmmarketing@datamonitor.com
From Germany: tel: +49 69 9750 3119 fax: +49 69 9750 3320 email: cmmarketing@datamonitor.com
From the US: tel: +1 212 686 7400 fax: +1 646 365 3362 email: cmmarketing@datamonitor.com
From Asia Pacific: tel: +61 2 8705 6900 fax: +61 2 8705 6901 email: apinfo@datamonitor.com
 www.datamonitor.com/consumer

Sample pages from the report

Request more sample pages...for FREE!

From Europe: tel: +44 20 7675 7202 fax: +44 20 7675 7016 email: cmmarketing@datamonitor.com
From Germany: tel: +49 69 9750 3119 fax: +49 69 9750 3320 email: cmmarketing@datamonitor.com
From the US: tel: +1 212 686 7400 fax: +1 646 365 3362 email: cmmarketing@datamonitor.com
From Asia Pacific: tel: +61 2 8705 6900 fax: +61 2 8705 6901 email: apinfo@datamonitor.com
 Targeting Profitable Consumer Trends In Brazil, Russia, India and China
DMCM4581

Table of contents
EXECUTIVE SUMMARY - Meat and fish consumption varies between BRIC
• The hot topic countries
• The future decoded - Fruit and vegetable consumption and preferences
- The middle class is emerging as a significant vary widely
group in the BRIC region - Bottled water consumption is rising rapidly in India
- The BRIC region will have an increasingly aging and China with slower growth in Russia and Brazil
population in the future • INSIGHT: Health is a growing concern, particularly
- Health will become an increasingly important issue as 'Western' diseases proliferate in this region
- BRIC countries have distinct national traits - Obesity and hypertension are increasingly
• Action points prevalent in the BRIC countries
- Sales of nutraceuticals and dietary supplements
are growing across the BRIC region
THE FUTURE DECODED
• INSIGHT: Convenience is of growing importance to
• Context - understanding the BRIC region
select consumers on select occasions
- The emergence of the 'BRIC' moniker
- BRIC consumers are beginning to embrace
- PESTLE analysis of the BRIC region
convenience focused meal solutions
- Socio-demographic overview
- Consumer attitudes towards frozen foods are
• TREND: There is a burgeoning middle class
developing as such foods become more widely
emerging in the BRIC markets
available
- The potential for middle class expansion varies by
- A large proportion of BRIC consumers function
BRIC market
without washing machines and dryers
- Brazil's open and relatively stable democracy
- Outsourcing laundry to domestic helpers remains
bodes well for the future development of the
prevalent in all BRIC countries
middle class
- Approaches to washing and use of detergents
- The once precarious state of the middle class in
varies between countries
Russia is now stabilizing
- Clothing odor and hygiene is a problematic issue
- Of all BRIC markets, India's knowledge economy
for BRIC consumers
has the most stable middle class potential
- Dishwashers are seen as aspirational and are
- China's middle class is strongest in urban areas
rarely used by BRIC consumers
• TREND: There is an aging of BRIC populations
• INSIGHT: Sensory and pleasure focused
- The rapid evolution of middle classes, combined
consumption is increasingly prominent
with a demographic shift in favor of seniors, will
- Consumption of pleasure orientated food and drink
enable BRIC countries to emulate Western
is growing as more consumers are able to trade
markets
up
- BRIC countries have broadly enjoyed young
- Food and drink flavor preferences vary slightly by
population bases in the past
country
- Overall there is an aging of the BRIC region but
- Consumer packaged goods marketing claims
there is some important variance
highlight shifting preferences among BRIC
- Brazil is experiencing a rapidly aging population
consumers
- Russia - declining life expectancy and birth rates
- Takeaway food occasions are becoming popular in
create a worrying population decline
BRIC countries
- India - the aging population is a concern for the
- Local foods are the most heavily consumed while
longer term rather than the medium term
other ethnic dishes are gaining in popularity
- China - rapid aging of the population is having a
• INSIGHT: Consumption of food, drinks and
fundamental impact
personal care reveal significant age and gender
- An aging population brings with it new needs
differences
• INSIGHT: Dietary patterns in the BRIC countries
- Personal care consumption by age and gender
are highly diverse
- Alcoholic drinks consumption by age and gender

“...Markets such as Brazil, China, India and Russia (BRIC) should be seen within the
context of a transitional period, moving in the direction of developed markets and
experiencing a marked aging of their populations in coming years...”

Datamonitor Analyst
 www.datamonitor.com/consumer

- Soft drink consumption by age and gender Table 3: Population by ethnic background in the BRIC
- Confectionery and savory snacks consumption by region (% of total population), 2000-2010
age and gender Table 4: GDP per capita (US$), 2000-2010, Brazil and
- Prepared meals consumption by age and gender the US
• Conclusions Table 5: Gini co-efficient, 2000-2010, Brazil
Table 6: Income quintile distribution (US$), 2005, Brazil
Table 7: Home occupancy ownership (%) and average
ACTION POINTS
home price (US$), 2000-2010, Brazil and the
• Introduction
US
• ACTION: Prepare for the future with higher
Table 8: Gini co-efficient, 2000-2010, Russia
premium products as the middle classes broaden
Table 9: Income quintile distribution (US$), 2005, Russia
and deepen
Table 10: GDP per capita (US$ 1995), 2000-2010,
- Link aspirational brands with aspects of popular
Russia and the US
culture and fashion
Table 11: Home occupancy ownership (%) and average
• ACTION: Take existing mature brands into new
home price (US$), 2000-2010, Russia and the
BRIC markets to develop as "cash cows" in select
US
cases
Table 12: Gini co-efficient, 2000-2010, India
• ACTION: Take steps to protect intellectual property
Table 13: Income quintile distribution (US$), 2005, India
- Work with regulating authorities and joint venture
Table 14: GDP per capita (US$), 2000-2010, India and
partners to ensure the integrity of their brands
the US
• ACTION: Target aging populations via product
Table 15: Home occupancy ownership (%) and average
development and marketing communications
home price (US$), 2000-2010, India and the
- Target the older consumer group - their strategic
US
importance will only grow
Table 16: Gini co-efficient, 2000-2010, China
- Make older consumers more inclusive with
Table 17: Income quintile distribution (US$), 2005, China
"ageless marketing"
Table 18: GDP per capita (US$), 2000-2010, China and
- Respond to the veneration of seniors in certain
the US
societies
Table 19: Home occupancy ownership (%) and average
- Companies that adapt the quickest will thrive
home price (US$), 2000-2010, China and the
• ACTION: Target the health and wellness trend
US
- Look to re-formulate existing products and market
Table 20: Brazil population forecast (millions) by age
them as better-for-you alternatives
band, 2006-2010
- Introduce consumer education programs about
Table 21: Brazil population by age and gender (%), 2006
healthy eating and to build long-term brand trust
and 2010
• ACTION: Target the need for time-saving devices
Table 22: Brazil life expectancy by gender, 2001-2010
and services
Table 23: Russia population forecast (millions) by age
- Incorporate convenience orientated product
band, 2006-2010
attributes into your offerings
Table 24: Russia population by age and gender (%),
- Promote convenient products as a way of allowing
2006 and 2010
consumers to enjoy more family time
Table 25: Russia life expectancy by gender, 2001-2010
Table 26: India population forecast (millions) by age
APPENDIX band, 2006-2010
• Definitions Table 27: India population by age and gender (%), 2006
• Research methodology and 2010
• How to contact experts in your industry Table 28: India life expectancy by gender, 2001-2010
Table 29: China population forecast (millions) by age
band, 2006-2010
LIST OF TABLES Table 30: China population by age and gender (%), 2006
Table 1: Population growth in the BRIC region (millions), and 2010
2000-2010 Table 31: China life expectancy by gender, 2001-2010
Table 2: Population by family status in the BRIC region Table 32: Meat and fish consumption per capita in the
(% of total population), 2000-2010 BRIC region (kilograms), 2000-2010

“...All of the BRIC markets have massive potential for overcoming their past
economic underperformance and establishing the most stabilizing of forces –
a prosperous and egalitarian middle class...”

Datamonitor Analyst
 Targeting Profitable Consumer Trends In Brazil, Russia, India and China
DMCM4581

Table 33: Fruit and vegetable consumption per capita in
the BRIC region (kilograms), 2000-2010
Table 34: Most popular five vegetables and fruits by
consumption, Brazil 2005
Table 35: Most popular five vegetables and fruits by
consumption, Russia 2004
Table 36: Most popular five vegetables and fruits by
consumption, India, 2005
Table 37: Sales of bottled water in Brazil by type (Liters,
millions), 2000-2010
Table 38: Bottled water consumption in Russia (Liters),
2000-2010
Table 39: Sales of bottled water in Russia by type (Liters,
millions), 2000-2010
Table 40: Sales of bottled water in India by type (Liters,
millions), 2000-2010
Table 41: Sales of bottled water in China by type (US$m),
2000-2010
Table 42: BRIC countries, incidence of obesity (millions),
2000-2010
Table 43: BRIC countries, incidence of hypertension
(millions), 2000-2010
Table 44: Nutraceutical and OTC vitamin & mineral sales
in the BRIC region (US$ millions), 2000-2010
Table 45: Nutraceutical and OTC vitamin & mineral
expenditure per capita in the BRIC region
(US$/head), 2000-2010
Table 46: Ready meal sales per annum, Brazil, 2000-
2010
Table 47: Ready meal sales per annum, Russia, 2000-
2010
Table 48: Ready meal sales per annum, India, 2000-2010
Table 49: Ready market value by type (US$ m), China,
2000-2010
Table 50: Frozen food sales per annum, Brazil, 2000-
2010
Table 51: Frozen food sales per annum, Russia, 2000-
2010
Table 52: Frozen food sales per annum, India, 2000-2010
Table 53: Frozen food sales per annum, China, 2000-
2010
Table 54: Clothing detergent sales by type in Brazil
(US$m), 2000-2010
Table 55: Clothing detergent sales by type in Russia
(US$m), 2000-2010
Table 56: Product features of clothing detergents
launched in India, Jan 2001- Aug 2006
Table 57: Consumption of pleasure orientated food and
drinks by volume in the BRIC region, liters
million, 2000-2009
Table 58: Brazil: Top 15 flavors in new food and drinks
launches (% of total launches), Dec 05-06
Table 59: Russia: Top 15 flavors in new food and drinks
launches (% of total launches), Dec 05-06
Table 60: India: Top 15 flavors in new food and drinks
launches (% of total launches), Dec 05-06
Table 61: China: Top 15 flavors in new food and drinks
launches (% of total launches), Dec 05-06
Table 62: Brazil: Top ten on-pack marketing claims in new
food and drinks launches (% of total launches),
Dec 05-06
Table 63: Russia: Top ten on-pack marketing claims in
new food and drinks launches (% of total
launches), Dec 05-06
Table 64: India: Top ten on-pack marketing claims in new
food and drinks launches (% of total launches),
Dec 05-06
Table 65: China: Top ten on-pack marketing claims in
new food and drinks launches (% of total
launches), Dec 05-06
Table 66: Takeaways in Brazil, 2004-2009
Table 67: Takeaways in China, 2005-2010
Table 68: Definitions of terms used in the report
LIST OF FIGURES
Figure 1: PESTLE analysis of Brazil
Figure 2: PESTLE analysis of Russia
Figure 3: PESTLE analysis of India
Figure 4: PESTLE analysis of China
Figure 5: Brazil's economy is based on services and
commodity resources
Figure 6: Over 50s as a proportion of total population
(%), BRIC countries and Western Europe, 1990
Figure 7: Over 50s as a proportion of total population
(%), BRIC countries and Western Europe, 2006
Figure 8: Over 50s as a proportion of total population
(%), BRIC countries and Western Europe,
forecast 2010
Figure 9: Still water dominates China's emerging bottled
water market, 2000-2010
Figure 10: Clothing detergents in Brazil highlight the fact
that they are designed for use in washing
machines
Figure 11: China's laundry detergent market is
fragmenting into specialist products

Contact us...
From Europe: tel: +44 20 7675 7202 fax: +44 20 7675 7016 email: cmmarketing@datamonitor.com
From Germany: tel: +49 69 9750 3119 fax: +49 69 9750 3320 email: cmmarketing@datamonitor.com
From the US: tel: +1 212 686 7400 fax: +1 646 365 3362 email: cmmarketing@datamonitor.com
From Asia Pacific: tel: +61 2 8705 6900 fax: +61 2 8705 6901 email: apinfo@datamonitor.com
 www.datamonitor.com/consumer

Figure 12: BRIC countries: value of personal care

consumption by age group (% value), 2004
Figure 13: BRIC countries: value of personal care
consumption by gender (% value), 2004
Figure 14: BRIC countries: value of alcoholic drinks
consumption by age group (% value), 2005
Figure 15: BRIC countries: value of alcoholic drinks
consumption by gender (% value), 2005
Figure 16: BRIC countries: value of soft drinks
consumption by age group (% value), 2004
Figure 17: BRIC countries: value of soft drinks
consumption by gender (% value), 2004
Figure 18: BRIC countries: value of Impulse consumption
by age group (% value), 2004
Figure 19: BRIC countries: value of Impulse consumption
by gender (% value), 2004
Figure 20: BRIC countries: value of prepared meal
consumption by age group (% value), 2004
Figure 21: BRIC countries: value of prepared meal
consumption by gender (% value), 2004
Figure 22: The affluence and needs of the middle class
inevitably evolves
Figure 23: Unilever's healthy ice cream, Kibon Ades, has
been launched in Brazil
Figure 24: Nestle's Maggi Na Zdorovye! Salad Seasoning
was recently introduced in Russia
Figure 25: Nestle Rice with Lotus Seed is a new type of
nutritious baby food in China
Figure 26: Instill these product attributes in offerings to
capitalize on consumers' convenience related
needs and behaviors

Contact us...
From Europe: tel: +44 20 7675 7202 fax: +44 20 7675 7016 email: cmmarketing@datamonitor.com
From Germany: tel: +49 69 9750 3119 fax: +49 69 9750 3320 email: cmmarketing@datamonitor.com
From the US: tel: +1 212 686 7400 fax: +1 646 365 3362 email: cmmarketing@datamonitor.com
From Asia Pacific: tel: +61 2 8705 6900 fax: +61 2 8705 6901 email: apinfo@datamonitor.com
Targeting Profitable Consumer Trends In Brazil, Russia, India and China
DMCM4581

Datamonitor: Your total information solution

Datamonitor is a premium business information company helping 5,000 of the world's leading
companies across the Automotive, Consumer Markets, Energy, Financial Services, Healthcare
and Technology sectors.

Our products and services are specifically designed to support our clients’ key business
processes – from corporate strategy to competitive intelligence. We provide an independent and
trustworthy source of data, analysis and forecasts to improve these processes and ultimately, to
help grow your business.

Corporate Strategy Make more effective strategic

& Business Planning and business decisions
Quality
Data

Product Development Accelerate delivery

& Commercialization of commercial success HELPING
Expert TO GROW
Analysis YOUR
Targeting & Assess and influence your
BUSINESS
commercial and market
Influencing the Market
environment

Future
Market & Forecasts Maintain or obtain critical
Competitive Intelligence competitive advantage

Nothing speaks louder than our clients

Allied Domecq Geest Mars
Bacardi General Mills Master Foods
BP Givauden Rave McCain Foods Ltd
Cadbury Schweppes Glanbia UK Müller Dairy
Campbell's Soup Griffith Laboratories Nabisco
Carlsberg H J Heinz Nestle
Coca-Cola Heineken Orkla
Colgate-Palmolive Holsten Pepsi
ConAgra Interbrew Reckitt Benckiser
Cott Beverages Intersnack Rexam
Dairy Crest J Sainsbury Sara Lee
Diageo Jacobs Suchard South African Breweries
Del Monte Kraft Foods Tetra Pak
Dow Corning Lorenz Bahlsen Snackworld Unilever
Dr Oetker Luigi Lavazza United Biscuits Plc
Elida Fabergé LVMH Wella
Ferrero Marks & Spencer Wrigley

“...93% of Datamonitor clients use our research to evaluate

new products and for customer development...”

Source: Datamonitor Customer Research

 www.datamonitor.com/consumer

Interested in this topic?

To achieve profitable growth, a company needs to identify large addressable
growth segments and create propositions to meet these consumers’ needs.

The New Consumer Insight Strategic Planning Program helps subscribers to make a first
evaluation of a consumer segment by providing concise, practical information and creative
ideas. The SPP is a must-read for many client functions; Marketing, Consumer Insight, Strategic
Planning, NPD, Sales.

Other reports available in this series

How to Exploit New Wellness Trends in Food

Contains detailed data, analysis and best-practice recommendations covering the consumption
of food driven by consumers' desire to improve mental and physical health.
Published: Sep-06 Product code: DMCM2470

Trends in Novel versus Traditional Food Flavors

Contains detailed analysis of the key trends in consumers' flavor preferences. It includes
insights into the motivations and occasions that affect flavor choice, and best-practice
recommendations for targeting changing consumer tastes.
Published: Sep-06 Product code: DMCM2471

Developing Products With A Price Premium

This report will deliver an understanding of how manufacturers can exploit consumer trends
towards income complexity and post-materialism and successfully premiumize their food, drink
and personal care goods.
Published: May-05 Product code: DMCM2103

Evolution of Global Consumer Trends

Datamonitor has identified the 10 global consumer trends, and the five rules governing these,
that will determine the success of future product and marketing innovation. This report provides
the essential insight in order to be "on-trend" in the future.
Published: Jul-04 Product code: DMCM0683

For more information about our products visit www.datamonitor.com/consumer

Subscribe to Monitor
A monthly update of Datamonitor's new consumer products, delivered to you by email.

Email: cmmarketing@datamonitor.com
 www.datamonitor.com/consumer

Place your order now...

+44 20 7675 7016 (from Europe), +1 646 365 3362 (from the US)
Fax back to

or +61 2 8705 6901 (from Asia Pacific)

I would like to order: (Tick Box)

Product title Product code Price $ / £ / €

Targeting Profitable Consumer Trends In Brazil, Russia, DMCM4581 $5695/£2995/€4485

India and China

* Please refer to our website www.datamonitor.com for up-to-date prices

Complete your details: Complete payment details:

Name Please indicate your preferred currency option: UK£ Euro€ US$ Yen¥

Job Title I enclose a check payable to Datamonitor plc for _________ (+ p+p $30 UK / $60 rest of world)

Please invoice my company for _______________________ (+ p+p $30 UK / $60 rest of world)
Department
Please debit my credit/charge card
Company
Amex Visa Diners Mastercard
Address Card No ______________________________________________________________________

State/Province Expiry Date _________ / _________ Cardholder Signature ___________________________

Cardholder address____________________________________________________________
Post Code/ZIP
Please supply purchase order number here if required by your accounts department:
Country
_____________________________________________________________________________
Email
EU companies (except UK) must supply: VAT / BTW / MOMS / MWST / IVA / FPA number:

Tel ___________________________________________________________________________________________

Datamonitor products and services are supplied under Datamonitor’s standard terms and conditions,
Fax
copies of which are available on request. Payment must be received within 28 days of receipt of invoice.

Sign below to confirm your order: I do not want to receive future mailings from Datamonitor and its related companies.

Occasionally, our client list is made available to other companies for carefully selected mailings. Please
____________________________________________________________________ check here if you do not wish to receive such mailings.

DMCM4581WEB

From Europe: tel: +44 20 7675 7202 fax: +44 20 7675 7016 email: cmmarketing@datamonitor.com
From Germany: tel: +49 69 9750 3119 fax: +49 69 9750 3320 email: cmmarketing@datamonitor.com
From the US: tel: +1 212 686 7400 fax: +1 646 365 3362 email: cmmarketing@datamonitor.com
From Asia Pacific: tel: +61 2 8705 6900 fax: +61 2 8705 6901 email: apinfo@datamonitor.com

Contact us to find out more about our products and services