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ES 
A study conducted by eCGlobal reveals that 90% of participants from the Northeast consider the Junina Festivals 2024 essential, with gastronomy being the main attraction factor.
The Junina festivals, especially the celebrations of São João, are a significant cultural hallmark in Brazil, especially in the Northeast. These festivities are not just a religious homage but a social and cultural event that strengthens the community, celebrates traditions, and boosts local commerce. This article presents an analysis of consumption preferences and perceived changes in Junina festivals, based on a study conducted with members of the ecglobal.com network.
This study investigates not only consumption preferences during these celebrations but also whether traditions remain steadfast or are undergoing transformations. With insights into purchasing trends and cultural dynamics involved, the results reveal an overview of Junina festivities.
The research, conducted from May 28 to June 6, 2024, used a quantitative approach with a structured online questionnaire, yielding 999 valid responses. Participants were filtered to include only those intending to participate in the 2024 Junina festivals. Respondent profiles varied in terms of age, gender, social class, and region, with the majority aged between 25 and 64, spanning all regions of Brazil and belonging to socioeconomic classes A, B, and C.
The study reveals a strong regional pride in Junina celebrations. In the Southeast, 45% of respondents choose a state from their own region as the best for Junina festivals, with São Paulo highlighted by 26% of preferences. In the Northeast, 96% of respondents believe the best Junina festival is in their region, with Bahia receiving 38% of mentions and Pernambuco 23%. In the South, 40% of respondents prefer festivals in their own region, with Paraná highlighted by 17% and Rio Grande do Sul by 12%.
The majority of respondents (81%) believe that São João celebrations have changed over the years, with 54% viewing these changes as positive. These changes are more noticeable in the Northeast (87%) and less so in the Southeast (77%).
Maintaining traditional elements of Junina festivals is considered very important by 74% of participants. When asked about the greatest challenge in keeping the tradition alive, modernizing the festivals is seen as the primary challenge by 46% of respondents, followed by lack of interest from younger generations in the festivities (38%), and financial issues (13%). The importance of traditions is more pronounced in the Northeast (85%) compared to the Southeast (72%) and the South (62%).
When we delve into the world of fashion and inquire about the style to be worn during the festivities, the research revealed that a conventional style, with at least some typical reference, is the most chosen for participating in Junina festivals, with 37% of respondents adopting this style.
The Transformation of Junina Style
In the Northeast and South, 37% and 36% of participants, respectively, dress in a conventional manner, while in the Southeast, this practice is less common at 28%. Interestingly, in the Southeast, 39% of people prefer to dress in a traditional style, while 20% opt for a more common style similar to what they would wear at any other party.
The older the age group, the more common it becomes to dress in a simple style, avoiding cultural aspects. However, younger individuals up to 44 years old tend to dress more traditionally than those aged 45 and older. The research also highlights a gender difference, with 23% of men choosing a common style compared to 16% of women. Additionally, 36% of women prefer the traditional style.
Social class also influences clothing choices. Those in higher social classes tend to dress more traditionally, with 37% in class A, 30% in class B, and 23% in class C opting for this style.
Technology also plays a role. When asked if they intend to use artificial intelligence for activities related to Junina festivals, 61% of participants plan to use AI to assist with some aspect of the celebration. Specifically, 74% of individuals aged 25-34 plan to use AI for Junina festival-related activities, and 65% of women intend to use AI, compared to 55% of men.
The higher the social class, the more likely they are to use AI: 48% in class C, 57% in class B, and 73% in class A. See how participants plan to integrate technology and São João:
A striking feature of Junina festivals is their culinary appeal. According to the study, 44% of respondents identify as ‘gastronomes,’ meaning they focus on the culinary delights of the festival, always seeking out the best food stalls and taking the opportunity to try all the available typical delicacies.
When asked about their favorite activities during the celebrations, the results reflect this focus on gastronomy. The majority of participants, 71%, list eating typical foods as their favorite activity during the festivals, while another 35% enjoy consuming typical drinks. Check out all the selected activities for celebrating São João:
When asked what they value most about São João, once again typical foods and drinks stand out, with 39% of respondents considering these items as the highlight of Junina festivals. This appreciation varies regionally: in the Southeast, foods and drinks are even more appreciated, reaching 44%, while in the South, there’s a greater emphasis on fun and entertainment (23%), and in the Northeast, music and dance are highly valued (12%).
This study also reveals that, despite modernizations and the diversity of activities, the gastronomic essence of Junina festivals remains a central pillar, being one of the main attractions that keeps the tradition and celebration of this important cultural festival alive in Brazil.
When asked about their preferred locations to enjoy the festivities, 40% of participants have no preference for the location of the event, while the remaining 60% are divided between urban and rural areas. The importance of decoration and event production was also evaluated, with 64% preferring simple and rustic decorations, and 18% preferring elaborate and sophisticated decorations. Another 51% stated that having good structure and visual production at the event is very important.
Another aspect evaluated was the ideal music taste for Junina festivals, with 60% preferring traditional music, followed by forró at 12%, 8% preferring sertanejo music, and another 12% enjoying a mix of musical diversity at the festivals.
Junina Consumption and Brands
Regional differences are also notable when it comes to consumption: in the Northeast, for example, more people purchase traditional clothing (64%) and fireworks (42%), while in the South, more people drink traditional beverages (62%). Additionally, there’s a significant difference between genders, with 62% of women buying more traditional clothing compared to men (43%). Women also tend to purchase more traditional accessories (49% vs. 37% of men) and decorations (50% vs. 38%).
Overall, the most purchased products for Junina festivals include traditional foods (77%), traditional clothing (55%), traditional beverages (53%). Check out all the mentioned products.
The presence of brands at Junina festivals is viewed positively by 55% of respondents, who consider sponsorship by brands very important, while 73% pay attention to brands that sponsor or support the celebrations.
Especially traditional foods are praised by the respondents, and the most remembered brands are related to these categories. Focusing efforts on categories of traditional foods and beverages for this celebration can be crucial.
Yoki is the most recalled brand by respondents when they think of Junina festivals, mentioned 394 times, followed by Brahma, Nestlé, and Paçoquita.
A brand can capitalize on regional pride and the importance of Junina festivals in Brazil through strategies such as limited edition themed products, participation in festivals, thematic advertising campaigns, social media contests, partnerships with influencers, social initiatives, Junina recipe challenges, among others. These initiatives are well-received by respondents and can strengthen emotional connections with consumers, positioning the brand as an integral part of this cultural celebration.
