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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

Health and Wellness in Brazil

Despite the economic slowdown and drop in GDP in Brazil in 2014 along with high inflation and interest rates and other issues that limited general disposable incomes, the health and wellness trend continues to expand in the country.

Apr 2015 | US$1,900 | Add to cart | View details

Country Report

Air Care in Brazil

Air car had current value growth of 4% in 2014 which was slower than the previous year’s growth of 6%. Volume growth was 2% which was marginally slower than in 2013. Similar to 2013, air care was amongst the top five product categories overall to ...

Apr 2015 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Bleach in Brazil

Bleach is one of the cheapest products for house cleaning in Brazil and has a high household penetration rate in the country. As well as effectively eliminating bacteria, it also removes unpleasant odours and is used as a multipurpose cleaner and ...

Apr 2015 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Dishwashing in Brazil

Dishwashing has high penetration in Brazilian households, although it continued to have positive results in 2014. The volume growth for this year was 1%, indicating market stabilisation. The trend of substitution of bar detergents for dish care with ...

Apr 2015 | US$900 | Pages: 30 | Add to cart | View details

Country Report

Home Insecticides in Brazil

Sales of home insecticides grew by 1% in volume and by 8% in current value in 2014. Volume growth was marginally slower than in 2013 which indicates that there is not room for growth. However, value growth was higher due to the increase in inflation ...

Apr 2015 | US$900 | Pages: 25 | Add to cart | View details

Country Report

Laundry Care in Brazil

Although disposable income declined in 2014 due to inflation, rising income and manufacturers’ investments in product and packaging innovations stimulated sales of laundry care in the review period. There was a continuing trend of migration from ...

Apr 2015 | US$900 | Pages: 36 | Add to cart | View details

Country Report

Home Care in Brazil

In 2014, sales of home care products in Brazil recorded current value growth despite the uncertain economic climate. Low unemployment continued to be one of the drivers of growth since it allowed consumers to maintain consumption patterns, although ...

Apr 2015 | US$2,400 | Pages: 73 | Add to cart | View details

Country Report

Polishes in Brazil

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

Apr 2015 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Surface Care in Brazil

Brazilian consumers bought surface care products more frequently in 2014, not only for their functional benefits but also for the pleasant effects they have on the home. The growing search for convenience supported the purchases of value-added ...

Apr 2015 | US$900 | Pages: 33 | Add to cart | View details

Country Report

Toilet Care in Brazil

Toilet care goods are considered crucial home care products within Brazilian households as they are aligned with the consumer search for practicality, hygiene and fragrance. The toilet is the room where an adequate clean is fundamental, but it is the...

Apr 2015 | US$900 | Pages: 22 | Add to cart | View details

Global Survey Report

Consumers in the Digital World: Hyperconnectivity and Technology Trends

This report is a comprehensive summary of results from Euromonitor International’s Hyperconnectivity survey, undertaken in December 2014, which includes responses from over 8,000 on-line consumers in 17 countries.

Apr 2015 | US$1,300 | Pages: 63 | Add to cart | View details

Country Report

Away-From-Home Tissue and Hygiene in Brazil

Despite the fact that the growth in average incomes decelerated in 2014, Brazilian consumers continued to experience a moment where they were presented with more options regarding consumption, including eating out occasionally and frequenting places ...

Mar 2015 | US$900 | Pages: 21 | Add to cart | View details

Country Report

Cotton Wool/Buds/Pads in Brazil

Cotton wool/buds/pads has a demand that is considered almost inelastic in Brazil, with no seasonal influences or strong fluctuations throughout the year. The main reasons for the purchase of such products are for cosmetic/make-up removal and wound ...

Mar 2015 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Incontinence in Brazil

The fact that incontinence products are used primarily by the elderly population on higher incomes is gradually changing. As the rise in incomes continues to boost the middle-class consumption behaviour, categories demanded by the elderly population,...

Mar 2015 | US$900 | Pages: 30 | Add to cart | View details

Country Report

Nappies/Diapers/Pants in Brazil

Nappies/diapers/pants experienced a different movement in 2014. Sales of small packages were down and big packages were up, especially regarding those between 42-69 units, boosting volume sales and increasing penetration in the category. This trend ...

Mar 2015 | US$900 | Pages: 31 | Add to cart | View details

Country Report

Tissue and Hygiene in Brazil

Despite the economic downturn of 2014, tissues and hygiene registered steady value growth of 10%. The value growth was marginally lower in comparison with 2013, but still showed the industry´s capability to renew itself and to focus more effectively ...

Mar 2015 | US$2,400 | Pages: 71 | Add to cart | View details

Country Report

Retail Tissue in Brazil

Retail tissue became more sophisticated with specific value. The rising income levels gave Brazilian consumers the possibility to choose from a wider range of products, and to opt for increased comfort and practicality regarding products they ...

Mar 2015 | US$900 | Pages: 31 | Add to cart | View details

Country Report

Sanitary Protection in Brazil

Brazilian sanitary protection and consumer behaviour is becoming increasingly sophisticated over time, with the entrance of new technologies and global awareness of quality perception. This movement is pushing manufacturers to invest in their brands ...

Mar 2015 | US$900 | Pages: 31 | Add to cart | View details

Country Report

Wipes in Brazil

The use of wipes in Brazil, especially on babies is becoming more frequent, and due to the increase in variety and price range, not only the middle and higher income classes now have access to this type of product. Consumers are looking for products ...

Mar 2015 | US$900 | Pages: 30 | Add to cart | View details

Global Briefing

Staple Personal Care: Upholding Demand Through Reinvention

The basic nature of staple toiletries is set to shift, as more consumers develop a penchant for novelties that support their personal image and wellbeing. While developing markets hold the strongest prospects in standard staples, even here, these ...

Mar 2015 | US$1,200 | Pages: 38 | Add to cart | View details

City Review

Rio de Janeiro City Review

Among key Brazilian cities, Rio de Janeiro has the largest tertiary sector (82% of the city's GVA in 2013). The city benefits from its port and flows of international visitors. Research and development activities are also concentrated in Rio de ...

Mar 2015 | US$650 | Pages: 22 | Add to cart | View details

City Review

São Paulo City Review

São Paulo is the number 12 city worldwide in terms of GDP and number 10 in terms of population. São Paulo has a successful performance in business services, due to the city's role as the financial centre of Brazil. Continual increases in employment ...

Mar 2015 | US$650 | Pages: 23 | Add to cart | View details

City Review

Salvador City Review

Salvador is behind its larger peers (Rio de Janeiro and São Paulo) in Brazil in terms of GDP per capita, but the metropolitan region has shown healthy growth throughout the last decade. Manufacturing in the city is highly dominated by petrochemical, ...

Mar 2015 | US$650 | Pages: 23 | Add to cart | View details

Country Report

Concentrates in Brazil

When Brazilians buy powder concentrates they are seeking convenience at a low cost. However, with the recent increase in consumer purchasing power and the expansion of RTD juice, there has been some migration to perceived added-value alternatives. ...

Feb 2015 | US$900 | Pages: 38 | Add to cart | View details

Country Report

Juice in Brazil

A new normative instruction signed by the Brazilian Ministry of Agriculture (MAPA) is set to change the dynamics of producing nectars (25-99% juice), as it will require a gradual increase in the fruit content of the final product. For instance, ...

Feb 2015 | US$900 | Pages: 44 | Add to cart | View details

Country Report

Soft Drinks in Brazil

Seasonal factors such as late Carnival and special events like the FIFA World Cup positively influenced soft drinks’ performance in 2014. The industry also benefited from interesting new product launches, such as Ducoco, a sports drink with coconut ...

Feb 2015 | US$1,900 | Pages: 99 | Add to cart | View details

Country Report

RTD Coffee in Brazil

After exponential off-trade volume sales growth of 615% in 2013, which expanded the market size to three million litres, a 5% decrease was recorded in 2014. This was mostly due to natural adjustments in an exciting new category for Brazilians. The ...

Feb 2015 | US$900 | Pages: 31 | Add to cart | View details

Country Report

RTD Tea in Brazil

Although Brazilians are not used to drinking tea on a regular basis, there is a general perception that it is light, healthy and quenches thirst. Such attributes are slowing changing consumers’ habits when it comes to beverages. This has had a ...

Feb 2015 | US$900 | Pages: 36 | Add to cart | View details

Country Report

Bottled Water in Brazil

Total sales grew by 6% in volume terms and 15% in current value terms in 2014. As Brazilians became more aware of the relationship between diet and health, there was a shifting from carbonates to healthier options, such as bottled water. A recent ...

Feb 2015 | US$900 | Pages: 39 | Add to cart | View details

Country Report

Carbonates in Brazil

Carbonates struggled to register total volume and value growth rates in 2014. 2013 was a tough year for carbonates for several reasons, including a hard winter, high inflation and decreasing disposable income, which consumers committed to paying-off ...

Feb 2015 | US$900 | Pages: 40 | Add to cart | View details

Country Report

Hot Drinks in Brazil

The coffee break is one of the strongest parts of social culture in Brazil and, since the launch of Nespresso coffee machines and pods at affordable prices, the coffee category has experienced a revolution. It is receiving greater attention from both...

Feb 2015 | US$1,900 | Pages: 43 | Add to cart | View details

Country Report

Tea in Brazil

Although Brazilians are not used to drinking tea on a regular basis, there is a general perception that this type of drink is light, healthy and could quench thirst, especially when served cold, factors that are slowly changing consumer habits when ...

Feb 2015 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Coffee in Brazil

As a strategy to become more competitive and gain a broader portfolio and a regional reach, many companies have participated in mergers and acquisitions with small and regional players, consolidating the coffee category in Brazil. In the beginning of...

Feb 2015 | US$900 | Pages: 28 | Add to cart | View details

Country Report

Other Hot Drinks in Brazil

Chocolate-based flavoured powder drinks is the largest category within other hot drinks, and it accounted for a 76% share in current value terms in 2014, and R$3.1 billion in sales. These products are consumed by Brazilians mainly at breakfast time ...

Feb 2015 | US$900 | Pages: 20 | Add to cart | View details

Global Briefing

The Rise of Luxury Spending and High Income Earners in Emerging Markets

The global picture of wealth is changing and the number of high income earners in emerging markets is rising rapidly. This briefing will provide some insight into the profiles and spending habits of high income earners and long-term forecasts for ...

Feb 2015 | US$1,200 | Pages: 41 | Add to cart | View details

Country Report

Air Treatment Products in Brazil

Over the review period, the upgrade in purchasing power allowed consumers to switch from fans to other air treatment products and air conditioners, and within air conditioners from window devices to split systems. In addition, the northeast region, ...

Jan 2015 | US$900 | Pages: 42 | Add to cart | View details

Country Report

Dishwashers in Brazil

In 2014, dishwashers continued to show a strong performance, increasing volume sales by 28% compared to marginal volume growth of major appliances. This performance continued to be driven by a fall in unit prices (2% in 2014) combined with changing ...

Jan 2015 | US$900 | Pages: 35 | Add to cart | View details

Country Report

Food Preparation Appliances in Brazil

Within food preparation appliances, the growing success of “gourmet kitchens” continued to drive growth of the category, which increased in volume sales by 10% in 2014. The kitchen is enhancing its importance within Brazilians’ social lives and it is...

Jan 2015 | US$900 | Pages: 41 | Add to cart | View details

Country Report

Heating Appliances in Brazil

In 2014, heating appliances witnessed a slowdown in sales growth, posting a 10% increase in volume sales compared to a 29% CAGR over the review period. The climate was one of the main reasons for this underperformance. By the end of 2014, the United ...

Jan 2015 | US$900 | Pages: 40 | Add to cart | View details

Country Report

Home Laundry Appliances in Brazil

Home laundry appliances witnessed a 2% decline in overall volume sales in 2014 and registered a total of 7.5 million units sold. The weak demand was the main obstacle to growth of the category. In 2014, the Brazilian economy stagnated and consumers ...

Jan 2015 | US$900 | Pages: 38 | Add to cart | View details

Country Report

Irons in Brazil

In 2014, irons recorded 6% growth in retail volume sales. This performance is aligned with the review period, when sales grew by a 7% CAGR. Despite high penetration rates, sales continued to grow as many consumers own more than one iron and due to a ...

Jan 2015 | US$900 | Pages: 39 | Add to cart | View details

Country Report

Large Cooking Appliances in Brazil

In 2014, large cooking appliances showed no significant increase in volume sales. This was mainly due to the underperformance of cookers, which accounts for the majority of large cooking appliances in volume terms and posted a decline of 6% to reach ...

Jan 2015 | US$900 | Pages: 42 | Add to cart | View details

Country Report

Microwaves in Brazil

Over the review period, the penetration rate of microwaves in Brazilian households more than doubled from 24% to 52%. In addition, the base of sales increased from 3 million units to 7 million units. Unsurprisingly, microwaves witnessed a slowdown in...

Jan 2015 | US$900 | Pages: 35 | Add to cart | View details

Country Report

Personal Care Appliances in Brazil

Cultural characteristics of Brazilians continue to play a strong role in promoting continued strong growth in personal care appliances. Chief among them is the obsession of Brazilian women for certain hair styles. Indeed, the strong trend for ...

Jan 2015 | US$900 | Pages: 42 | Add to cart | View details

Country Report

Refrigeration Appliances in Brazil

In 2014, refrigeration appliances posted a 5% decline in retail volume sales, registering a total of 7 million units. This performance was the result of the worsening of macroeconomic scenario in the year, when the GDP posted real growth close to ...

Jan 2015 | US$900 | Pages: 40 | Add to cart | View details

Country Report

Small Cooking Appliances in Brazil

In 2014, small cooking appliances witnessed 11% growth of retail volume sales and reached a total of 9 million units sold in Brazil. This was mainly driven by the “gourmet kitchens” trend, in which the kitchen is increasing its importance as a social...

Jan 2015 | US$900 | Pages: 43 | Add to cart | View details

Country Report

Small Kitchen Appliances (Non-Cooking) in Brazil

In 2014, small kitchen appliances (non-cooking) witnessed 5% volume growth to reach 20,610 units. This performance is aligned with the review period volume CAGR of 6%. This is still not a dynamic category in the country, experiencing low sales and ...

Jan 2015 | US$900 | Pages: 40 | Add to cart | View details

Country Report

Vacuum Cleaners in Brazil

Vacuum cleaners remained a limited category in Brazil due to the fact that carpets are not very common. Consumers prefer tiled floors due to the hot climate and therefore use non-electrical devices to clean their homes. Most Brazilians are accustomed...

Jan 2015 | US$900 | Pages: 41 | Add to cart | View details

Country Report

Consumer Appliances in Brazil

In 2014, consumer confidence witnessed a strong decline in Brazil, which had a negative impact on retail sales, especially of durable goods. Despite this, consumer appliances maintained significant growth of volume sales in this year. This was mainly...

Jan 2015 | US$2,400 | Pages: 133 | Add to cart | View details

Global Briefing

Global Trends in Beauty and Personal Care Surfactants

Surfactants are an important ingredient in many beauty and personal care products, and to this end have maintained steady growth worldwide. However, the market in Western regions is very weak and in developing regions demand is dampened. There is ...

Jan 2015 | US$1,200 | Pages: 54 | Add to cart | View details
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