In 2025, the skin care category in Brazil demonstrated robust growth, with retail sales reaching BRL22.4 billion, representing 6% current value growth on the previous year. This growth rate, although slower than the double-digit increases observed in recent years, indicates sustained consumer demand within the category. In the overall regional Latin American context, Brazil remains a significant contributor to the category's expansion, benefiting from a large population base of approximately 212

Brazil’s beauty and personal care market recorded 7%?current value growth in 2025, reflecting a cautious yet resilient consumer environment shaped by inflation, high interest rates and evolving digital engagement. This environment contrasts with recent years of double-digit expansion, signalling a maturing market shifting towards value and lifestyle integration rather than volume increases. Among the more dynamic categories were hair care, driven by consumer prioritisation of health, efficacy an

The depilatories category in Brazil recorded current value growth of 3%?in 2025, with retail sales reaching BRL734 million. This growth was underpinned by a combination of premiumisation and consumer preference shifts towards comfort and sensorial wellness, particularly evident in the pharmacies channel, in which consumers show a greater willingness to pay for products offering enhanced wellbeing benefits. Compared to broader Latin America, Brazil's depilatories sales growth aligns with regional

The men's grooming category in Brazil demonstrated robust current value growth of 7%?in 2025, with retail sales reaching BRL35.5 billion. This growth was supported by a shift towards intentional, value-led consumption rather than impulse spending, as persistent inflation compels male consumers to prioritise products with clear performance benefits and everyday relevance. The increasing population, reaching approximately 212 million in 2025, coupled with rising consumer expenditure, were further

The sun care category in Brazil recorded 1%?volume and 3%?current value growth in 2025, boosted by a mature yet expanding consumer base with increasing interest in sun protection products and an upward trend in consumer expenditure, underpinning a supportive economic backdrop for category growth.

In 2025, fragrances in Brazil demonstrated a robust performance, outpacing total beauty and personal care growth. Retail sales reached BRL50.5 billion, representing a 10% current value growth rate over 2024, reflecting strong consumer demand and market expansion. Brazil's population reached about 212 million in 2025, providing a large consumer base for fragrances. GDP growth was 2% in this year, with inflation around 5%, suggesting that, despite some inflationary pressures, consumers had enough

In 2025, the bath and shower category in Brazil experienced moderate current value growth of 4%, with retail sales reaching BRL14.2 billion. This growth was consistent but notably slower than the double-digit gains observed in some of the previous years, highlighting a natural market slowdown influenced by broader economic challenges. Macroeconomic pressures such as persistently high interest rates and significant household indebtedness, affecting approximately 80 million people, have tempered c

The deodorants category in Brazil recorded modest current value growth of 2%, with retail sales reaching BRL14.8 billion, in 2025. This more modest growth followed a strong rebound in the previous years, peaking at 15% in 2023, indicating recovery and expansion after earlier declines in 2020 and 2021. Despite hot temperatures in 2025, deodorant usage frequency remained stable compared to 2024, the warmest year in Brazil’s history, which suggests that climate factors had limited incremental impac

Brazil’s hair care market recorded current value growth of 9%? to reach BRL35.3 billion in 2025, indicating strong consumer demand despite a moderate economic growth outlook with real GDP growth of 2% and inflation at around 5%. This growth outpaced typical economic expansion, signalling hair care’s resilience and consumer prioritisation. The total population of Brazil in 2025 was estimated at 212 million, representing a large consumer base with diverse hair care needs.

In 2025, oral care in Brazil demonstrated robust current value growth of 6%?to reach retail sales of BRL15.6 billion. This growth was anchored in pragmatic consumer behaviour prioritising daily essentials that offer clear, functional benefits such as cavity prevention and gum health rather than discretionary upgrades. Consumers, especially ageing populations and families, are showing a heightened focus on preventative health and quality of life, driving higher adoption of flossing and mouth rins

Baby and child-specific products in Brazil recorded robust current value growth of 10% to reach retail sales of BRL8.2 billion in 2025. This performance stands out in the regional context of Latin America and contrasts with a broader deceleration in the beauty and personal care market, which was being influenced by macroeconomic challenges, such as high basic interest rates and significant household indebtedness affecting approximately 80 million people. Despite these economic headwinds, the cat

The colour cosmetics market in Brazil recorded modest current value growth of less than 1% in 2025, reflecting a significant slowdown compared to the 8-10% growth rates seen in the previous three years. This restrained expansion is indicative of the broader macroeconomic challenges facing the country, including high inflation of 5% in 2025 and real GDP growth of just 2%, which suggest consumers are under economic pressure and more cautious with their discretionary spending. Population growth rem

In 2025, mass beauty and personal care in Brazil demonstrated notable resilience and growth amidst a challenging economic backdrop, with retail sales increasing by 7% in current value terms over 2024. This growth was sustained despite slower real GDP growth of 2% and inflation at 5%, reflecting consumers’ prioritisation of beauty even in a cautious spending environment.

In 2025, premium beauty and personal care in Brazil demonstrated robust growth, up by 11%?in current value terms to reach retail sales of BRL14.7 billion. This performance was underpinned by a nuanced consumer approach that values function, trust and perceived value, particularly in hair care and fragrances which both saw dynamic growth. These categories benefited from routine-based consumption and premiumisation linked to identity and self-expression, rendering them resilient despite economic t

Digital shopper (e-commerce goods and services) in Brazil demonstrated a markedly strong growth profile, achieving double-digit current value growth in 2025, well ahead of other Latin American countries and supported by high levels of digital inclusion, such as high mobile internet access of 89% and broadband at 78% in local households. The attractiveness of this environment is amplified by rapid expansion in app-based shopping, broad adoption of frictionless payment innovations like Pix, and th

Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

Discounters in Brazil experienced another year of declining retail value sales in 2025, with sales falling by 6%. This contraction continues a sustained downward trajectory since 2020, with the channel’s value decreasing from BRL 6.8 billion in 2020 to BRL1.6 billion in 2025. The decline is driven by several factors, most notably intensifying competition from warehouse clubs and a growing consumer shift towards more impulse-driven channels such as convenience stores. In addition, discounters is

In 2025, hypermarkets in Brazil recorded single-digit current value growth of 4%, a deceleration from the 6% achieved in 2024. Despite a positive performance, hypermarkets continue to lose ground to warehouse clubs, which are expanding rapidly nationwide by offering significantly lower prices. As a result, warehouse clubs have gained traction among price-sensitive shoppers, reflecting a clear shift in consumer behaviour towards affordability as a necessity rather than a preference. Retail groups

Supermarkets in Brazil achieved current value growth of 8% in 2025, marking a robust performance, albeit with a slight deceleration from the 10% growth seen in 2024. In the context of Latin America and global retail, this level of growth positions supermarkets in Brazil as outperforming many developed markets, where mature growth and economic headwinds have tempered expansion rates, yet it remains slightly below the double-digit gains seen in Brazil’s recent history.

In 2025, appliances and electronics specialists in Brazil recorded current value sales of BRL 75.1 billion, reflecting 5% growth compared to 2024. This performance is notable given the regional context, in which Brazil’s real GDP growth slowed to 2%, and inflation reached 5%, indicating a cautious consumer environment. Despite these macroeconomic challenges, appliances and electronics specialists remain the primary destination for sales, accounting for nearly half of all electronics and about a

Direct selling in Brazil delivered robust growth in 2025, with current value sales increasing by 9%. This performance stands out against a backdrop of a decelerating economy, as Brazil's real GDP growth slowed to 2% while inflation remained elevated at 5%. Despite these macroeconomic headwinds and a decline in the consumer confidence index to -0.9, direct selling maintained momentum, largely due to its entrenched role within beauty and personal care. Leading players such as Natura and Grupo Boti

Retail in Brazil is demonstrating strong momentum, with current value growth of 7% in 2025, outpacing real GDP growth of 2% and highlighting the industry's resilience despite persistent inflation of 5%. The attractiveness of the market is reinforced by robust consumer expenditure, with household spending accounting for 62% of GDP, alongside rapid digital transformation that is reshaping competitive dynamics.

Vending in Brazil recorded a 6% increase in current value in 2025, maintaining the pace of expansion seen in 2024. This performance was shaped by sustained consumer demand for quick, convenient purchasing options, with vending continuing to attract attention for offering immediate access to products without the need for human interaction or queuing. Notably, operators responded to evolving consumer expectations by broadening the assortment available through vending, thereby enhancing appeal to a

Apparel and footwear specialists in Brazil posted stronger-than-expected performance in 2025, with retail sales value reaching BRL 115.75 billion, up 5% from the previous year. This rebound stands out in Latin America, where many retail channels remained subdued amid persistent macroeconomic uncertainty and inflationary pressures. In Brazil, real GDP growth slowed to 2%, and inflation remained elevated at 5%.