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 Market Research for Brazil

Euromonitor publishes reports on industries, consumers and demographics in Brazil.

  • Industry specific reports offer insight into market size and market share in Brazil; as well as industry trends in each specific industry.
  • The Consumer Lifestyles in Brazil report examines national lifestyle habits, ranging from health and living standards, income and earning patterns, eating and drinking habits, to home ownership trends.
  • Brazil in 2030: The Future Demographic contains information on long term population changes, population by gender, consumer segment: babies, infants, toddlers, children, tweenagers, teenagers, studying age, young-adults, middle-aged adults, and the elderly.

View our Brazil statistics factfile.

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Country Report

Calming and Sleeping in Brazil

Calming and sleeping increased by 8% in current value terms in 2013, reaching R$148 million, mainly driven by increasing disposable incomes of the emerging middle class that sought ways to relax and sleep better at night.

Jul 2014 | US$900 | Pages: 28 | Add to cart | View details

Country Report

Cough, Cold and Allergy (Hay Fever) Remedies in Brazil

Cough, cold and allergy (hay fever) remedies registered a healthy performance during 2013, following the same path performed in 2012. This was driven by the rise in disposable incomes of the emerging middle-class, which increased the purchase of such...

Jul 2014 | US$900 | Pages: 38 | Add to cart | View details

Country Report

Dermatologicals in Brazil

Succeeding the trend perceived in the last two years of the review period, the growing incomes of consumers, especially the emerging middle-classes, sustained the sales growth of dermatologicals in 2013. Dermatologicals posted current value growth of...

Jul 2014 | US$900 | Pages: 33 | Add to cart | View details

Country Report

Digestive Remedies in Brazil

While generics continuing to play a big role in other categories such as analgesics, in digestive remedies, generics are not so popular amongst consumers. The reason behind the popularity that branded medicines enjoy in digestive remedies is linked ...

Jul 2014 | US$900 | Pages: 34 | Add to cart | View details

Country Report

Herbal/Traditional Products in Brazil

Herbal/traditional products continued to post a good growth rate in 2013, mainly driven by fact that consumers and doctors were more focused on the importance of less aggressive medicine to fight minor pains and diseases. The introduction of the ...

Jul 2014 | US$900 | Pages: 28 | Add to cart | View details

Country Report

NRT Smoking Cessation Aids in Brazil

In June 2014, the Brazilian Government approved a decree that banish the existence of “fumódramos”, which are exclusive areas that permits people to smoke in public places, such as restaurants, shopping centres, supermarkets, to name a few. The ...

Jul 2014 | US$900 | Pages: 25 | Add to cart | View details

Country Report

Consumer Health in Brazil

In 2013, consumer health in Brazil continued to follow the same growth trend witnessed the previous year, with growth in double-digits. This result continued to be driven by increasing disposable incomes of the emerging middle class, together with ...

Jul 2014 | US$2,400 | Pages: 101 | Add to cart | View details

Country Report

Sports Nutrition in Brazil

Sports nutrition recorded 20% current value growth, reaching R$461 million in 2013. The great performance of this category continued to be the high concern about health and wellness raised expressively among Brazilians. People of all ages and both ...

Jul 2014 | US$900 | Pages: 25 | Add to cart | View details

Country Report

Weight Management in Brazil

In 2013, weight management recorded 12% current value growth, reaching R$1.1 billion. These results were driven by the fact that consumers in Brazil continued to worry a lot about their body and physical shape, and as a result, the sales of weight ...

Jul 2014 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Wound Care in Brazil

Sticking plasters/adhesive bandages continued to hold the largest value share of 76% in wound care in 2013. Manufacturers continued to make large investments in new products to attract consumers, especially by launching licensed products with famous ...

Jul 2014 | US$900 | Pages: 27 | Add to cart | View details

Country Report

Adult Mouth Care in Brazil

Adult mouth care continued to be hampered by regulations which limit the active ingredients able to be sold as OTC, such as cortisone. Therefore, it is very common for consumers to purchase Rx products without a medical prescription as clerks at ...

Jul 2014 | US$900 | Pages: 26 | Add to cart | View details

Country Report

Analgesics in Brazil

In 2013, sales of analgesics increased by 12% in current value terms, reaching R$4 billion. Following the same trend perceived in 2012 of double-digit growth, sales were mainly stimulated by the growing number of Brazilians leaving the low-income ...

Jul 2014 | US$900 | Pages: 36 | Add to cart | View details

Country Report

Vitamins and Dietary Supplements in Brazil

Vitamins and dietary supplements sales in urban centres, such as São Paulo and Rio de Janeiro, are driven by the fact that consumers typically have stressful lifestyles, as they are permanently immersed in traffic jams, pollution and crowded places, ...

Jul 2014 | US$900 | Pages: 43 | Add to cart | View details

Country Report

Baby Food Packaging in Brazil

Overall baby food packaging enjoyed growing consumer demand in 2013. Even though breastfeeding is favoured by the government and it banned any promotional activities and advertising campaigns for milk formula and prepared baby food, paediatricians ...

Jun 2014 | US$900 | Pages: 31 | Add to cart | View details

Country Report

Canned/Preserved Food Packaging in Brazil

Canned/preserved food packaging enjoyed growing demand in 2013. Busy lifestyles and rising purchasing power led consumers to cook less from scratch, resulting in a move towards the quickest alternatives to preparing meals under time constraints. This...

Jun 2014 | US$900 | Pages: 31 | Add to cart | View details

Country Report

Confectionery Packaging in Brazil

The rising purchasing power amidst low-income consumers and new middle class led to a transfer of consumption from sugar confectionery to chocolate confectionery, but the high price of raw materials such as sugar put unit prices up, leading consumers...

Jun 2014 | US$900 | Pages: 31 | Add to cart | View details

Country Report

Dairy Packaging in Brazil

The increasing dairy consumption in Brazil is driven by rising consumer demand for health benefits. Brand owners have also increased their product portfolios by moving onto the trend of health and wellness as consumers look for healthy dairy products...

Jun 2014 | US$900 | Pages: 31 | Add to cart | View details

Country Report

Sauces, Dressings and Condiments Packaging in Brazil

The 5% volume increase of sauces, dressings and condiments packaging remained driven by increasing purchasing power in 2013 thanks to good economic conditions and rising disposable incomes amidst low- income and middle-class consumers in Brazil. This...

Jun 2014 | US$900 | Pages: 31 | Add to cart | View details

Country Report

Luxury Goods in Brazil

Despite the economic slowdown in 2013, luxury goods demand in Brazil remains resilient, with the area performing well. The good performance and potential of the Brazilian market continues to attract further investment in high-end products. Diageo, ...

May 2014 | US$1,100 | Pages: 63 | Add to cart | View details

Country Report

Mixed Retailers in Brazil

Regardless of slow GDP growth, disposable incomes in Brazil continued to rise among low-income consumers, which had a positive impact on sales through mixed retailers. With more money in their pocket, consumers wanted to purchase good quality items ...

May 2014 | View details
Sale: US$725 | Pages: 43 | Add to cart |

Country Report

Retailing in Brazil

In 2013, retailing continued to show healthy sales growth, mainly driven by internet retailing and drugstores/parapharmacies, beauty specialist retailers and electronics and appliance specialist retailers. In grocery retailers, discounters, ...

May 2014 | View details
Sale: US$1,525 | Pages: 129 | Add to cart |

Country Report

Vending in Brazil

Investment in vending continued to be hampered by competition from informal street vendors/kiosks and small grocery shops established in busy business streets. Vandalism and lack of security also make operators reluctant to widen the presence of ...

May 2014 | View details
Sale: US$725 | Pages: 32 | Add to cart |

Country Report

Apparel and Footwear Specialist Retailers in Brazil

The rise in disposable income among lower-to-middle-class consumers continued to boost sales of apparel and footwear specialist retailers. Many retailers continued to make strong investments to expand the number of their outlets nationwide and become...

May 2014 | View details
Sale: US$725 | Pages: 39 | Add to cart |

Country Report

Direct Selling in Brazil

Direct selling is a channel that performs well at times of high unemployment as it tends to become the primary source of income of many families or a second job to complement household income. With low unemployment rates in Brazil, the sales force ...

May 2014 | View details
Sale: US$725 | Pages: 40 | Add to cart |

Country Report

Electronics and Appliance Specialist Retailers in Brazil

The trend of mergers and acquisitions in electronics and appliance specialist retailers stopped in 2013. Despite significant consolidation in the review period, the competitive landscape remains fragmented. The top 10 players held only a 52% share of...

May 2014 | View details
Sale: US$725 | Pages: 37 | Add to cart |

Country Report

Grocery Retailers in Brazil

Grocery retailers posted a 7% increase in current value sales in 2013, slightly faster than in 2012, but slower than the review period CAGR. This performance is explained by the onset of an economic slowdown, combined with high inflation rates, which...

May 2014 | View details
Sale: US$725 | Pages: 47 | Add to cart |

Country Report

Health and Beauty Specialist Retailers in Brazil

Despite mergers and acquisitions in the review period, the competitive landscape remains very fragmented, with small and independent retailers accounting for over a 90% share of outlets.

May 2014 | View details
Sale: US$725 | Pages: 48 | Add to cart |

Country Report

Homeshopping in Brazil

Homeshopping continued to underperform compared to internet retailing and direct selling as consumers continued to prefer these two competing non-store retailing channels. Internet retailing is more convenient to compare products and prices from a ...

May 2014 | View details
Sale: US$725 | Pages: 38 | Add to cart |

Country Report

Internet Retailing in Brazil

Internet retailing continued to perform strongly, attracting new players and further investment from leading players looking to increase their company/brand shares and consolidate their positions in a very competitive market. The greatest challenge ...

May 2014 | View details
Sale: US$725 | Pages: 50 | Add to cart |

Country Report

Leisure and Personal Goods Specialist Retailers in Brazil

Leisure and personal goods specialist retailers continued to record healthy retail value sales growth in 2013, driven mainly by rising disposable income, especially among middle- and low-income consumers. Traditional toys and games stores registered ...

May 2014 | View details
Sale: US$725 | Pages: 36 | Add to cart |

Country Report

Fresh Food in Brazil

Growth in total fresh food volume sales in Brazil in 2013 was up on 2012, and also slightly stronger than the review period average. This improvement was underpinned by reasonably favourable macroeconomic conditions, with growth in the number of ...

May 2014 | US$1,100 | Pages: 40 | Add to cart | View details

Country Report

Nappies/Diapers/Pants in Brazil

The penetration rate of nappies/diapers/pants in Brazil of approximately 50% is still low compared to other developed countries; however, thanks to rising income levels among lower- and middle-class consumers, sales of nappies/diapers/pants recorded ...

Apr 2014 | US$900 | Pages: 36 | Add to cart | View details

Country Report

Tissue and Hygiene in Brazil

Following years of double-digit sales growth in value terms, sales growth of tissue and hygiene slowed down in 2012 and 2013. Factors that influenced this deceleration included lower growth of the economy and income levels, as well as the maturity of...

Apr 2014 | US$2,400 | Pages: 77 | Add to cart | View details

Country Report

Retail Tissue in Brazil

Rising disposable incomes, particularly for lower and middle-income consumers, have driven increased purchases of retail tissue in Brazil, particularly in categories that still had a low household penetration rate compared to more developed areas. ...

Apr 2014 | US$900 | Pages: 27 | Add to cart | View details

Country Report

Sanitary Protection in Brazil

Manufacturers have made continuous investments in launching new products, marketing campaigns, and extending access to products for an increasing number of women over the review period, which has helped stimulate sales of sanitary protection goods. ...

Apr 2014 | US$900 | Pages: 33 | Add to cart | View details

Country Report

Wipes in Brazil

Wipes still had a low penetration rate in Brazil as at the end of the review period, being purchased primarily by high- and middle-income consumers. Sales of wipes, however, registered high growth in Brazil over the review period, supported by rising...

Apr 2014 | US$900 | Pages: 38 | Add to cart | View details

Country Report

Away-From-Home Tissue and Hygiene in Brazil

The Brazilian economy enabled growth of disposable incomes in 2013, which is encouraging away-from-home spending, especially eating out and leisure in general, as well as public and private healthcare. Sales in volume growth in 2013 was, however, ...

Apr 2014 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Cotton Wool/Buds/Pads in Brazil

Cotton wool/buds/pads is a very mature category in Brazil, with little fluctuation and practically no seasonality. Brazilian consumers purchase these products for a number of purposes involving hygienic and beauty. Cotton wool is used primarily for ...

Apr 2014 | US$900 | Pages: 28 | Add to cart | View details

Country Report

Incontinence in Brazil

Incontinence products in Brazil are used primarily by the elderly population on higher incomes. The ageing population in Brazil, together with rising income levels within the middle class, has allowed more Brazilians to afford incontinence products ...

Apr 2014 | US$900 | Pages: 30 | Add to cart | View details

Country Report

Air Care in Brazil

Higher income levels allowed more households in Brazil to purchase more-sophisticated home care products in 2013, which benefited value sales of air care. In addition, helped by housing loans, a greater number of Brazilians have been able to purchase...

Apr 2014 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Bleach in Brazil

Bleach is one of the most-efficient and cheapest products for cleaning the home in Brazil and it has a high household penetration rate in the country. Besides effectively eliminating bacteria, it also removes unpleasant odours. Bleach works a ...

Apr 2014 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Dishwashing in Brazil

Despite being one of the home care categories with the highest household penetration in Brazil, dishwashing continued to perform positively in 2013. Growth came primarily from an increasing number of lower-income consumers switching from bar ...

Apr 2014 | US$900 | Pages: 29 | Add to cart | View details

Country Report

Home Insecticides in Brazil

Sales of home insecticides recorded a positive performance in 2013, and a better performance than the previous year in both volume and current value terms. In 2013, the category recorded current value growth of 3% and volume growth of 1%.

Apr 2014 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Laundry Care in Brazil

Rising income levels and manufacturers’ investments in product and packaging innovations stimulated sales of laundry care over the review period. There was a migration from powder detergents, which were once the only type of laundry detergent ...

Apr 2014 | US$900 | Pages: 37 | Add to cart | View details

Country Report

Home Care in Brazil

Sales of home care products in Brazil recorded growth in 2013 in current value terms. The main drivers of this growth were low unemployment and rising income levels, which allowed more consumers in Brazil to spend a greater amount of money on ...

Apr 2014 | US$2,400 | Pages: 75 | Add to cart | View details

Country Report

Polishes in Brazil

For the last couple of years of the review period, changes in the construction and decoration of houses resulted in a decrease of sales of floor and furniture polish, the two largest categories of polishes. Construction companies, home furnishers and...

Apr 2014 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Surface Care in Brazil

Increasing purchasing powers and growth of the middle classes continued to drive sales of surface care products in Brazil in 2013. Brazilian consumers are increasingly purchasing surface care products; not only for their functional benefits but also ...

Apr 2014 | US$900 | Pages: 34 | Add to cart | View details

Country Report

Toilet Care in Brazil

Toilet care goods are considered to be key home care products within Brazilian households as they are aligned with the consumer search for practicality, hygiene and room fragrances. The expansion of this category shows the level of concern that ...

Apr 2014 | US$900 | Pages: 21 | Add to cart | View details

Country Report

Apparel and Footwear in Brazil

In 2013, Brazil witnessed a strong increase of interest rates and household indebtedness and a decline of consumer confidence. In addition, the FIFA Confederations Cup and the wave of street protests that took place in June contributed for a ...

Apr 2014 | US$1,900 | Pages: 87 | Add to cart | View details

Country Report

Footwear in Brazil

Rising disposable income, especially amongst the lower- and middle-income classes, is still allowing consumers to increase their footwear purchases, mostly towards more added-value products. However, several economic factors impacted the performance ...

Apr 2014 | US$900 | Pages: 31 | Add to cart | View details
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