26/03/2016 16h31 - Updated 26/03/2016 16h31

Brasileiros trocam ovos por barras de chocolate na ‘Páscoa da crise

Since 2013, o volume e a receita das vendas de ovos de chocolate têm caído.
Photo: Pedro Rubens/VEJA
Photo: Pedro Rubens/VEJA

O volume e a receita das vendas de ovos de chocolate na Páscoa têm caído desde 2013, segundo pesquisa inédita da Nielsen, consultoria especializada em hábitos de consumo. Daquele ano para 2015, a drop of 24%, from 44,28 milhões de ovos para 33,43 million units. Em valores, também houve queda. O declínio nesse intervalo foi de 13%, passing 868,68 milhões de reais em 2013 for 753,84 milhões de reais em 2015.

A substituição de ovos por chocolates de outros tipos, mais baratos, tende a crescer com a acentuação da crise econômica. For 2016, segundo dados da Nielsen, 75% dos domicílios brasileiros não têm a intenção de dar mais do que um presente na Páscoa. Entre os produtos mais populares, o chocolate ocupa a primeira posição, with 55% da preferência dos consumidores, seguido pelos ovos, with 43,2%.

Os ovos podem estar ficando em segundo plano, mas a pesquisa mostra que, quando considerados todos os tipos de chocolate, as vendas cresceram entre 2013 e 2015, tanto em volume quanto em faturamento. Isso reforça a tendência de substituição do tradicional ovo de Páscoa por outros tipos de chocolate.

Vimos que o volume em unidade evoluiu principalmente em tabletes”, diz a consultoria. “Tamanhos menores (até 200g) e com preços mais acessíveis também ganharam importância na última Páscoa, já que o consumidor está apertando seu bolso para ainda manter itens como esse em seu carrinho”, acrescenta a empresa.

Varejo
O varejo deve ter uma Páscoa mais magra este ano, segundo projeção da Confederação Nacional do Comércio de Bens, Services and Tourism (CNC). A entidade estima queda de 3,4% no volume vendido em relação a 2015. A CNC diz esperar que a data movimente 2,8 bilhões de reais em vendas em 2016. In the previous year, o volume vendido já tinha recuado 1%. A Páscoa disputa com o Dia dos Namorados a quinta colocação no ranking de movimentação de vendas do varejo nacional.

Além do volume menor, a CNC espera preços ao consumidor mais elevados. According to the entity, a Páscoa de 2016 deve ser a mais cara dos últimos treze anos, com alta média de 13,6% nos preços dos produtos.

O menor otimismo com relação às vendas fez os supermercados brasileiros reduzirem as encomendas de ovos de Páscoa, segundo dados da Associação Brasileira de Supermercados (Abras). Segundo pesquisa da entidade, o valor nominal da compra de ovos de Páscoa por parte dos varejistas feitas com os fornecedores caiu 7%.

Impostos
Levantamento do Instituto Brasileiro de Planejamento e Tributação (IBPT) mostra que o ovo de chocolate é o terceiro item com maior carga tributária entre uma lista de produtos típicos da Páscoa, com taxa de 38,53%. Antes dele aparecem o vinho (54,73%) e o bacalhau (43,78%).

A taxa deve ficar ainda maior após o dia 1º de maio. Nessa data começa a vigorar um decreto do governo que altera a arrecadação do Imposto sobre Produtos Industrializados (IPI) de produtos como cigarro, smoke, sorvete e também o chocolate.

Source: Veja.com

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