Middle Classes Dominate Brazilian Investments

The changing face of the Brazilian middle class brings new challenges to domestic and foreign investment in Brazil. Once content with cheap promotions, the middle class is now more discerning and looking for quality.

This search for better products affects consumer goods across the board. From laptops to real estate, Brazilian middle class (known as Class C) is going for quality over price. Until now, they were content with cheap offers, but with higher wages and more widely-available credit, middle class Brazilians prefer quality and well-established brand names.

A recent conference hosted by Grupo Doria in Sao Paulo addressed the challenges facing Brazilian investment firms as they seek to meet this change in middle class consumers. The high number of participants at the conference demonstrates the huge interest in catering for middle class customers.

Huge Opportunities for Investment

Brazil is home to one of the world’s fastest growing middle classes. Between 2003 and 2010, some 32 million Brazilians moved out of poverty into Class C, becoming new middle class citizens. Statistics quoted in the business weekly, Istoe Dinheiro, claim 35 million more are poised to join them by 2014.

This growth will bring the middle class to 140 million in just three years time. In tandem with this increase come huge opportunities for investment in Brazil in virtually all business sectors. To make the most of these investment opportunities, Brazilian and foreign companies need to understand this new consumer class.

Change in Marketing

In an attempt to to match middle class demands, Brazilian companies are adapting their marketing strategies. Changes are apparent in a range of industries - from online commerce to air travel and from cars to white goods.

The Brazilian airline TAM, historically more orientated towards business executives, is now targeting the new middle class. Not only are TAM plane tickets cheaper but they are on sale in more outlets including universities and stores. Company representatives claim sales have soared with Class C clients among the biggest buyers.

Shortage of Brazilian Property

“Perhaps the most important part of the Brazilian middle class story is the demand for properties,” says Gary Hardacre, CEO at Obelisk International. As the number of middle class families grow so does the demand for suitable housing, which the Brazilian real estate market is currently unable to meet.

Mr Hardacre points out that some of this demand is being met by the government social housing programme, Minha Casa Minha Vida. Despite building 3 million homes, the programme falls far short of demand, which may be as high as 8 million properties. Obelisk International recognises the excellent investment potential in property in Brazil aimed at the new middle class, particularly its newest members. “We expect this market to provide solid Brazilian investments for at least a decade,” said Mr Hardacre.

About Obelisk International: Obelisk International offers select investment opportunities in Brazil in a range of sectors such as residential real estate, construction and social housing. Obelisk gives investors security, profitability and diversity thanks to a combination of close attention to our clients' investment requirements and high quality in-house research and analysis.

For more information on Brazilian investments and to find out about Obelisk International’s latest opportunities for investment in Brazil, contact us on 0034 952 820 319. Via email: info@obeliskinternational.com or visit our website: www.obeliskinternational.com. Follow us on Twitter – Obelisk International and Facebook.

Obelisk International
Apdo de Correos 977
29601 Marbella
Malaga, Spain
Tel: +34 952 820 319
Email: press@obeliskinternational.com
http://www.obeliskinternational.com

This release was published on openPR.