New consumption trends with the Post-pandemic

People’s habits have changed dramatically due to the pandemic, making us need to adapt to a series of restrictions. When it comes to how to consume products and services, it was no different. The most diverse segments had to adapt for a long period due to the pandemic to the point of temporary changes becoming effective. Therefore, nowadays the question begins to arise: what are the new consumption trends in the post-pandemic period?

In Brazil, as it has already been said here on the blog, the first big pattern noticed was the drop in the number of face-to-face sales and 56.8% growth in sales revenue through e-commerce, given by the “Compre & Confie” Movement in partnership with ABComm ( Brazilian Electronic Commerce Association). This is a trend that should continue for the future, since several sectors have already adapted to serve their customers remotely, as in the case of education; with the transmission of live classes, leisure through the live transmissions of artistic performances, and also, the home office model of work that is here to stay.

Another important tendency to take into account is responsible and conscious consumption, since factors such as finance caused priorities to change, placing items of basic needs ahead, and only afterwards, considering more superfluous purchases, followed by sustainable consumption, by considering the relationship of responsible consumption and environmental sustainability. These are just some of the points that made consumers even more critical when purchasing a product or service. According to Corazza, a professor at IBE affiliated to FGV, the brand that can listen to the problems of its consumers and solve them, manages to make them loyal ambassadors.

In addition, there are other trends worth having on the radar:


  • E-commerces and digital communication continue to grow: if you are a part of it, always seek to improve your strategies. If not, ask yourself why, because maybe an opportunity to leverage your business is being missed.
  • Branding with purpose. What’s yours? It doesn’t matter your segment or what you do. The aligned purpose of your brand can keep customers and win new ones, and the pandemic reinforced that.
  • It is not always about price. Value and price are similar terms, but with completely different proposals. The price matters, but the value of a brand and what it does to the world also has equal or greater relevance, and customers embrace this.


At the time, it is essential for any organization to understand the profile of its customers and be able to adapt to market changes. It sounds basic, but this can be the difference between stagnating or even losing chances of selling, and being able to grow your business exponentially. So, study your market, your customers and draw the best strategy to meet new consumer demands. After all, each customer is unique and primarily responsible for keeping the flow of your business active.

Do you want to know more about the projects of your clients, mainly in Brazil and Latin America? Talk to us. We have the right tools to analyze your strategies.

Covid-19: Would Brazilians pay for a vaccine?

Right now, the world is in a real race to produce the Coronavirus vaccine. Several are the fronts that are carrying out studies and tests so that this objective is achieved safely. As an example, we have the vaccine developed by the University of Oxford in partnership with the Oswaldo Cruz Foundation (Fiocruz). In addition to this, another one is also in the final testing phase, the Chinese vaccine Sinovack Biotec, which has the help of the Butantan Institute in Brazil.

According to research, we can say that we are relatively close to the production of a safe vaccine. The Ipsos Institute conducted the study “Global Attitudes on a COVID-19 Vaccine”, with 27 countries for the world economic Forum. This work showed that the global average of people who would be willing to be immunized is 74%. Brazil positioned itself in this ranking in 2nd place, together with Australia, countries in which 88% of the population was willing to take the vaccine against Coronavirus.

HSR Health also conducted a survey in Brazil, seeking to understand the behavior of the population in relation to the distribution of immunization. In all, 1509 people were interviewed, from all states in the age group of 18 to 65 years. The study showed that 67% prefer to wait for the SUS vaccination schedule (Unified Health System – free public service in Brazil) and only 33% would seek immediate access in private clinics. However, only 38% of respondents believe that SUS is prepared to serve the entire population, while 64% see private clinics as more capable.

But we have the question: would the Brazilian pay for a vaccine against COVID-19? That same research shows that yes! 80% of the population does not rule out the idea of ​​paying between R $ 50 to R $ 99 for immunization. Very interesting data to consider from now on access and consumption fronts. However, for Bruno Mattos, director of HSR Health, as a matter of habit, the demand for access to the vaccine in SUS would be 2/3 of the population and only about 33% would actually pay. Still, it is of great value to consider the percentage of possible paying consumers of the vaccine. A significant portion of the consumer market, at this time, can be of great value when carrying out campaigns to promote the drug in the country.

When it comes to research in Brazil, did you know that we at ABMR are experts in the health and pharmaceutical research segment? More than 50% of our client portfolio today is in this segment. This means that precision in results and experience in carrying out projects with doctors, patients and healthcare professionals from the most diverse specialties and the pharmaceutical industry throughout Latin America is our expertise. So, if your project is in this area, talk to us by clicking here!

Count on us as your project partner with special conditions for you.