Brazil's middle class? Your table is ready: Opportunities and challenges facing the food service industry in Brazil

Brazil's middle-class population has risen sharply in the last decade and in 2012 nearly half of Brazil's population is classified as middle class.

Brazil's middle class? Your table is ready: Opportunities and challenges facing the food service industry in Brazil

Gabriel AleixoBrainJuicer, BrazilRenata RibeiroNestlé, Brazil

INTRODUCTION

In under ten years Brazil's middle class has moved from an unfamiliar concept to a blossoming reality. In 2009, for the first time the Brazilian "C Class" – named after the socio-economic income band C, the official designation of "middle class" status – accounted for half the country's population. The explosion of wealth and prosperity has led to significant change in consumer behavior, particularly in the food and beverage categories with restaurants and grocery...

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