Women representativeness for the Brazilian market



It is crucial to identify the needs of women in Brazil, as they are stronger and more active for the development of the Brazilian economy

8th of march is celebrated the International Women’s Day. Even that the international women’s day in Brazil doens’t have an economical appeal as other commemorative dates, this date could be used by retailers in Brazil to be aware, understand and plan actions to attract the public.

The participation of women in the consumer market deserves attention, specially with the growth of the New Middle Class in Brazil ( Class C), which currently is represented by more than 52% of the Brazilian population. It is in this segment where women play a stronger role either by having purchase decision or influencing what should be purchased at home.


The predominance of women is already big and will become even bigger within the next few years. The female population is represented by 101 million people and exceeds the masculine population in 5,1 million people. Men represents in total 95,9 million of the population

Job and Income

Women participation in the labour market has grown, and women in leadership positions participation in the labour market has grown even more.From 2002 to 2013 the share of working women in Brazil has increased from 42,8% to 46,2%. Within the same period  the total number of women has increased from 7,7 million to 10,7 million. A 38,7% variation.

In relation to the income, women still earn less than men. Ipea, a Brazilian think tank says that this scenario is evolving and they forecast that this picture will be changing very soon. It is estimated that the total women salary wages represent R$1,1 Trillion, and increase of 83% over the past 10 years. In 2003 the total women salary wages represented the total of R$ 602 Billion.

Representativeness within “Class C”

Women already play a major role in purchase decision within the family. For the Class C segment around 70% of the women are responsible for their families, therefore, they are the ones taking more decisions and exercising the the responsabilities within the family.

Additionally, 79% of women choose the touristic destination of their families, 58% define the model and brand of the car the family should have and 53% choose which computer is going to be bought to be used at home. Women represent 51% of online buyers, they are more connected than men and use more time in social media.

Women and the Automotive Industry in Brazil

Women bought 45% of the total number of cars sold in Brazil in 2013. This fact is also due to the the growth in the number of women in leadership positions in Brazil and therefore due to the increasing purchasing power.

Women Default Rates

Women are more in default than men. A survey performed last year has shown that women represent 55% of the total ammount of people in default against 44% of men. The major issue highlighted by the survey is the financial discontrol and loans or financing to third parties.

Luxury Market and Women in Brazil

Over the past 3 year this market has gained R$ 45,6 Billion. Women represent 63% of luxury products in Brazil, and this is a market in constant expansion and highly dependent of women.


Mange Tak

Carlos Monteiro is a Brazilian citizen, graduated in Business Administration by the Catholic University of São Paulo. He lives in Odense, Denmark with his Danish Wife, Cathrine, and their half Danish /Brazilian daughter Ines Marie. You are very welcome to be in contact him at any time.

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