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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

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

Financial Cards and Payments in Brazil

Economic activity in Brazil worsened in 2013, given the low macroeconomic conditions of low GDP growth, higher inflation, and political unease. This had a negative impact on consumer confidence and on companies’ willingness to invest. Despite these ...

Mar 2014 | US$1,900 | Add to cart | View details

Country Report

Consumer Lending in Brazil

After seeing stable growth over recent years, fuelled by the country's growing population of middle income earners and low inflation, consumer credit saw slower growth in 2013, amid fears of rising inflation and lower economic growth. In order to ...

Mar 2014 | US$1,900 | Add to cart | View details

Country Report

Packaged Food in Brazil

Due to the sheer size of the market, food in Brazil is one of most dynamic industries in the country. The packaged food market is very fragmented, and still provides huge opportunities in categories in which the barriers to entry are low or ...

Mar 2014 | US$6,500 | Pages: 279 | Add to cart | View details

Strategy Briefing

Celebrity Power and Its Influence on Global Consumer Behaviour

Celebrities are playing an ever greater role in modern culture and consumption patterns, serving as arbiters of taste, style and public opinion the world over. Their endorsement and creative input enables them to bring attention, credibility and ...

Mar 2014 | US$2,600 | Pages: 69 | Add to cart | View details

Country Report

Vacuum Cleaners in Brazil

In Brazil, most household floors are either tiled or made of wood; therefore consumers tend to use non-electrical devices for cleaning purposes. However, thanks to increasing disposable incomes and consumers’ growing taste for more convenient and ...

Mar 2014 | US$900 | Pages: 50 | Add to cart | View details

Country Report

Air Treatment Products in Brazil

In Brazil, air treatment products has relatively low household penetration; however, thanks to rising disposable incomes, extended and easier credit facilities and the high temperatures of 2012/2013, retail sales increased by 9% in volume terms. The ...

Mar 2014 | US$900 | Pages: 50 | Add to cart | View details

Country Report

Dishwashers in Brazil

From 2011 dishwashers experienced higher growth rates thanks to the combination of a wider product offer, changing consumer habits and falling unit prices. As maids’ salaries increased and they became less available in urban areas, consumers opted ...

Mar 2014 | US$900 | Pages: 42 | Add to cart | View details

Country Report

Food Preparation Appliances in Brazil

Increasing purchasing power, especially amongst the low- and middle-income groups, was largely responsible for the performance of food preparation appliances in 2013. Whilst blenders have always been best-selling items in Brazil, consumers are now ...

Mar 2014 | US$900 | Pages: 49 | Add to cart | View details

Country Report

Heating Appliances in Brazil

Sales of heating appliances were largely influenced by the colder winters experienced over the last few years. Despite a generally tropical climate, consumers in the colder south region have traditionally purchased heating appliances, but now the ...

Mar 2014 | US$900 | Pages: 49 | Add to cart | View details

Country Report

Home Laundry Appliances in Brazil

On 1 February 2013 the Brazilian government started to gradually increase the IPI on semi-automatic washing machines, from 0% to 2%, whilst automatic washing machines maintained the 10% rate. Both categories were supposed to return to their original ...

Mar 2014 | US$900 | Pages: 46 | Add to cart | View details

Country Report

Irons in Brazil

Despite high household penetration (99% in 2013), irons experienced a good performance, increasing by 7% in volume terms and 10% in current value terms in 2013. The mass arrival of Chinese imports over the last few years boosted sales in the ...

Mar 2014 | US$900 | Pages: 45 | Add to cart | View details

Country Report

Large Cooking Appliances in Brazil

On 1 February 2013 the Brazilian government started to gradually increase the IPI on cookers, from 0% to 2%. The category was supposed to return to its original tax of 4% on 1 July, but the government once again postponed the measure, increasing the ...

Mar 2014 | US$900 | Pages: 51 | Add to cart | View details

Country Report

Microwaves in Brazil

Rising disposable incomes were partly responsible for the success of microwaves in 2013. The shift in consumers’ lifestyles caused by high employment rates, leading to increasing working hours, especially amongst women, benefited devices which offer ...

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

Country Report

Consumer Appliances in Brazil

Tax incentive measures on major appliances were implemented by the Brazilian government in 2009 in order to boost sales, enabling manufacturers and retailers to reduce the unit prices of certain goods. After that, such benefits were extended to avoid...

Mar 2014 | US$2,400 | Pages: 150 | Add to cart | View details

Country Report

Personal Care Appliances in Brazil

Appearance is very important to Brazilian women, and their focus when it comes to beauty is key for the growth of personal care appliances, and especially hair care appliances. Indeed, the recent trend for straight hair, influenced by famous ...

Mar 2014 | US$900 | Pages: 51 | Add to cart | View details

Country Report

Refrigeration Appliances in Brazil

On 1 February 2013 the Brazilian government began to gradually increase IPI (Tax on Industrialised Products) on fridges, fridge-freezers and freezers, from 5% to 7.5%. The category was supposed to return to its original tax of 15% on 1 July, but the ...

Mar 2014 | US$900 | Pages: 48 | Add to cart | View details

Country Report

Small Cooking Appliances in Brazil

Rising purchasing power, especially amongst the middle-income group, boosted sales of small cooking appliances, as consumers migrated towards more added-value products, or invested in niche products such as breadmakers, espresso coffee machines, rice...

Mar 2014 | US$900 | Pages: 51 | Add to cart | View details

Country Report

Small Kitchen Appliances (Non-Cooking) in Brazil

In Brazil, small kitchen appliances (non-cooking) is not a very dynamic category, experiencing low sales and not benefitting from investment by manufacturers in new product developments, advertising campaigns or attention of any kind. The main reason...

Mar 2014 | US$900 | Add to cart | View details

Country Report

Watches in Brazil

Despite the high penetration of mobile phones in Brazil and many people using this device to check the time or as an alarm to wake up, watch manufacturers were able to keep sales up over the last couple of years by introducing modern designs and ...

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

Country Report

Writing Instruments in Brazil

Current value sales of writing instruments in Brazil grew steadily over the review period. However, as predicted, growth was hindered by the increasing popularity of technological gadgets. For example, with the increased penetration of smartphones ...

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

Country Report

Bags and Luggage in Brazil

Bags and luggage experienced growth of 2% in current value terms in 2013. The category showed a better performance compared to the review period. A growing number of women in the workforce and increasing disposable income among the middle class ...

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

Country Report

Jewellery in Brazil

Despite economic slowdown in 2013, jewellery experienced a good performance with growth of 10% in current value terms. The category was driven by the performance of real jewellery, which accounts for the bulk of value sales. With wealthier consumers ...

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

Country Report

Personal Accessories in Brazil

Despite slower GDP growth, personal accessories was able to show a good performance in 2013. Jewellery and high-end watches recorded the biggest increase in 2013. The growth of these two categories is surprising as during economic downturn they tend ...

Mar 2014 | US$1,100 | Pages: 58 | Add to cart | View details

Consumer Lifestyle

Consumer Lifestyles in Brazil

Brazilian consumers, long known for being spenders and not savers, have been exhibiting strong buying trends. Despite a lack of confidence and general dissatisfaction with the government, many poorer Brazilians have been able to take advantage of new...

Mar 2014 | View details
Price: US$1,900 | Sale: US$1,525 | Pages: 56 | Add to cart |

Country Report

Contact Lenses in Brazil

The per capita consumption of contact lenses is around US$0.50, which shows great growth potential compared with developed countries like the US, which is around US$15. Nevertheless, the high unit prices still restrict purchases among affluent and ...

Feb 2014 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Eyewear in Brazil

2013 was marked by slower GDP growth and inflation rates reached 6.2%, the highest in the past seven years. This economic scenario raised the red flag as slower growth and high inflation rates are a threat in terms of demand. Nevertheless, ...

Feb 2014 | US$1,100 | Pages: 32 | Add to cart | View details

Country Report

Spectacles in Brazil

Access of a greater number of people to ophthalmologists and higher disposable income amongst lower-income consumers contributed to the strong performance of spectacles in 2013. The spectacles manufacturer Grupo Tecnol benefited from this trend with ...

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

Country Report

Snack Bars in Brazil

Thanks to increasing disposable income amongst middle-class consumers, Brazilians are changing their eating habits towards more healthy products. While approximately 60% of sales come from high-income groups, manufacturers have been creating versions...

Feb 2014 | US$900 | Pages: 56 | Add to cart | View details

Country Report

Spreads in Brazil

Despite low volume growth in 2013, the spreads category is benefitting from increasing unit prices, thus boosting value sales. The main reasons are the rising costs of raw materials, including fruit, sugar and cocoa, impacting final unit prices, but ...

Feb 2014 | US$900 | Pages: 56 | Add to cart | View details

Country Report

Baked Goods in Brazil

Brazil is undergoing a shift in consumer habits, especially in packaged food, with consumers having increased purchasing power and therefore opting for more sophisticated products, including health and wellness-related items. The goal is to eat ...

Feb 2014 | US$900 | Pages: 61 | Add to cart | View details

Country Report

Bakery in Brazil

Within the whole baked goods category, artisanal products still account for the bulk of sales, representing 84% of overall value in 2013. Brazilian consumers have historically preferred artisanal products, but the growing competition from ...

Feb 2014 | US$1,900 | Pages: 78 | Add to cart | View details

Country Report

Biscuits in Brazil

In Brazil, the biscuits category is undergoing a consolidation process, although approximately 600 companies still make up sales, with strong regional brands. In addition, the category experienced relative volume stagnation over the review period due...

Feb 2014 | US$900 | Pages: 62 | Add to cart | View details
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