Brazilian Franchise Sector Exceeds Expectations
by Ed Teixeira
Translated by Bernard Jeger
A recent report on the state of franchising in Brazil provided by Mercado &
Consumo includes a number of key statistics and indicates that the franchise
industry in Brazil is dynamic.
The franchise sector grew 16.9% in 2011, reaching a turnover of 52 billion
dollars. According to Ricardo Camargo, executive director of the Brazilian
Franchising Association (ABF), the number presented by the institution this
morning is higher than expected. "We were expecting an increase of 15%. It is a
very strong growth, but we are sure that we still have much room to grow," he
said at a news conference.
According to a survey of the ABF, the number of brands grew 9.5% compared to
2010. Currently there are 2,031 companies offering franchises in the market. For
Camargo, the increase in micro-franchises propelled this movement. The number of
retail stores had a lower growth year. In 2011, the number of units increased
7.8%, while in 2010 the growth was 8%. The micro-franchise - networks with an
initial investment of up to 30 thousand dollars - represent 17% of the total
marks and 3.7 billion dollars, equivalent to 4% of the total turnover of the
franchising industry, reaching 336 units versus 213 in 2010.
For Camargo, the increase in the value of key-money or rent invalidates new
businesses. The association blames the real estate market. "Franchise just does
not grow more, because there is a difficulty of finding commercial locations.
There was an excessive real estate appreciation," he explains.
The hotel industry and tourism sector had record growth with an 85.8% boost in
sales. Next sector is furniture, decoration and gifts (35%); sports, health,
beauty and leisure (24.3%), and business services (14.9%) and food (14.5%). The
sector that was less favored in the past year was photography and graphics,
which grew only 5.9%.
As for the distribution of the units, the Southeast continues to harbor the
largest number of stores, with 57.6%. The highlight is the Northeast that has
15.6% of franchises opened in the country, against 14.1% of the South. The state
of São Paulo continues ahead with 51.1% headquarters of franchising networks,
followed by the states of Rio de Janeiro (12.7%), Paraná (8.2%) and Minas Gerais
(5.8%). Excluded from the data are product format franchises for example, gas
stations and soft drink companies.
© 2011 FranchiseKnowHow, LLC
Ed Teixeira is the President of FranchiseKnowHow, LLC. He
can be reached at firstname.lastname@example.org