Page 44 - ABIHPEC ANUARIO 2018

44 SCENARIOS
SENIOR CONSUMERS
According to data from the IBGE (Brazilian
Institute of Geography and Statistics), the
life expectancy of the Brazilian population
is over 75 years. Through such information,
the increased search for products aimed at
this public is completely understandable.
In March 2017, ABIHPEC held a seminar
in São Paulo to present to the executives of
the main companies in the sector the charac-
teristics of this very peculiar public.
They are consumers with more time and
experience of life. Highly demanding, they
have a great critical sense and are sensitive
to changes. In total, 72% leave home every day
and go to the market on average five times
a week.
However, the way in which the term of
this type of product has been approached by
Tax Replacement (ST), which places the bur-
den of paying taxes on subsequent links on the
shoulders of the industry, with calculations of
Average Value Added, continues to cause dam-
age to the industry and to the country as a whole.
“The Average Value Added brings a truism: the
most popular products have smaller margins due to
minor rotation. Products with a differentiation, as in
the case of shampoo - which has more than 900 brands
and some with more than 20 types - have enormous
value variation. The average does not portray the re-
ality of all the products of the category, harming once ed for USD 753 million and imports amounted
again the less favored classes,� said Basilio.
2018 YEARBOOK
the media and the companies in recent times
point to a change in the form that consumers
face the subject. The renowned American
beauty magazine Allure announced in 2017
that the term "anti-aging" would no longer be
used in its articles and materials.
The publication featured a handsome re-
hearsal with British actress Helen Mirren (72)
to strengthen the image that mature women
are beautiful the way they are. A way to recog-
nize aging as something natural and beautiful
and not a pathology to fight against.
Elaine Gerchon of ABIHPEC's Market Intelli-
gence department adds: "The idea is to pass on
to the consumer how attractive it is to age well.
This is a new look at this transition to aging.”
INTERNATIONAL MARKET
In the historical average of 10 years, the domes-
tic exports of manufactured products registered
an unfavorable trade balance. In 2017, the out-
come was a deficit of US$ 48bn FOB, with im-
ports totaling USD 128bn and exports amount-
ing to US$ 80bn.
The CT&F sector has been deficient in the
balance since 2011, and in 2017 it recorded a neg-
ative USD107 million amount. Imports account-
to USD 646 million.