美客多2024年巴西消费趋势_15页_11mb

报告摘要

According to Kantar data, 86% of Brazilian internet users use Mercado Libre for shopping, price comparisons, or finding deals.
Digital trends shaped consumer behavior, with influences from music, culture, and social media, reflecting identity, interests, and values.
In 2024, the platform saw shifts in popular categories, with fitness, fashion, and home decor emerging as top growth areas, driving sales records and search volumes.

Music Influence: Ana Castela and Madonna significantly impacted searches. Ana Castela's style, particularly hats, saw peak searches in June, influenced by seasonal events like Festas Juninas. Madonna's 40th-anniversary tour boosted related product searches.
Fitness Trend: Searches for "fitness" surged to an average of 30 queries per second. Popular products included home gym equipment and creatine supplements, reflecting a focus on health and wellness.
Emotional Shopping: Movie tie-ins drove interest, such as searches for Stitch from the Inside Out franchise and merchandise related to Coco Chanel.
Home & Decor: This category experienced 25% growth and highest user searches, with top-selling items like queen-sized bed linens during events like Black Friday.
Regional Variations: Searches and sales differed by state, with bed linens topping in several regions and nutritional products being prominent in others.
Supermarket Category: Online supermarket sales grew by over 34% on the platform, driven by convenience for bulk buys, with items like toilet paper leading during promotions.

Influences from celebrities and streaming content, such as Mercado Play, expanded user engagement.
Fashion and beauty categories saw increases in searches, fueled by new collaborations and events.