Os números do consumo no Brasil
Autor: Analyana Bandeira | Publicado: 2011-11-30T01:44:00-08:00

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O IPC Marketing divulgou dados da pesquisa que realiza anualmente com o objetivo de mensurar e conhecer o consumidor brasileiro. A sigla significa Índice de Potencial de Consumo, e identifica o consumo de cada classe social, em quais setores e em que escala.
O consumo previsto para o ano é de R$2,452 trilhões, superando em R$252 bilhões o valor de 2010. O crescimento é significativo, mas menor quando comparado com 2010, que foi R$382 bilhões maior que 2009. Ainda assim o Brasil segue numa impressionante crescente do consumo, se pensarmos que em 2005 os brasileiros consumiram R$1,1 trilhão.
Como em 2010 pela primeira vez na história a classe C se passou a representar mais da metade da população já era esperado um crescimento também da fatia da classe média no consumo nacional. O valor consumido ultrapassará o patamar de R$1 trilhão, aumentando sua parcela no consumo 41% para 44,3%. Vale ressaltar que para o IPC a classe média é composta pelas classes B2, C1 e C2, sendo as duas primeiras as principais responsáveis por esse crescimento no consumo, representando juntas R$1 trilhão.
Em termos geográficos o consumo brasileiro continua bem maior no sudeste, que deve ficar com uma parcela de 52,2%. A região porém é a única que apresentou queda, pois em 2010 tinha 52,7% de participação. Nas outras regiões se observa um pequeno crescimento: &nbsp;A Sul passou de 16,5% para 16,6, enquanto Centro-Oeste de 7,7% para 7,9%, e a Norte, de 5,3% para 5,4%.
Apesar de pequena, a queda de participação do sudeste indica o que o movimento de grandes empresas vem mostrando: o espaço para crescimento existente em nas outras regiões do país. Empresas de varejo tem ampliado suas lojas, deixando de se concentrar apenas no sudeste, e aproveitando a maior distribuição de renda que vem acontecendo. Esse fator é comprovado com os números de consumo das cidades. Em 2010 as 50 maiores cidades do país foram responsáveis 45,8% do consumo, e na estimativa para 2011 este valor cai para 44%. São Paulo e Rio de Janeiro também tiveram queda em sua participação.
Por fim, para onde vai o dinheiro. O consumo separado por categorias:
  
      Item      Participação      Total  
      Manutenção do lar      26,40%      R$ 647,328   bilhões  
      Outras despesas      25,90%      R$ 635,068   bilhões  
      Alimentos/Bebidas      17%      R$ 419,292   bilhões  
      Higiene e Saúde      8%      R$ 196,160   bilhões  
      Transportes      7,40%      R$ 183,900   bilhões  
      Vestuário/Calçados      4,70%      R$ 115,244   bilhões  
      Recreação/Viagens      3,40%      R$ 83,368 bilhões  
      Educação      2,40%      R$ 58,848 bilhões  
      Eletrodomésticos/Equipamentos      2,20%      R$ 53,944 bilhões  
      Mobília/Artigos   para o lar      1,80%      R$ 44,136 bilhões  
      Fumo      0,50%      R$ 12,260 bilhões  

Guilherme Pimentel, Analise de Marketing