The profile of emerging shoppers


Dated: 1 August 2006

‘BRIC’ countries—Brazil, Russia, India and China—are big and growing, explains Peter Child, director, leader of Global Retail Practice, McKinsey & Company. In his presentation ‘How half the world shops’, at the recent 2006 CIES Food Business Forum, he highlighted three broad elements of BRIC behavior. One, they enjoy shopping: Forty percent of BRIC shoppers said that shopping was a leisure activity. Two, they have fears connected with food: Thirty percent believed that promotions were designed to sell unsafe products. Thirdly, they demand freshness: Shoppers in Brazil and India shop once a day, while Chinese consumers visit the market twice a day. Key constraints in all the countries are money and access. ‘Struggling’ shoppers will buy only certain foods (e.g. oil and spices in China), checking those prices carefully. As they become ‘consuming’ shoppers, they move towards proteins (e.g. fish and meat in Russia; breads, eggs and meat in China).

 
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