Brazil's population is set to grow by 2.4% over 2025-2040 to 216.8 million, as the fertility rate falls to 1.5 children per woman, below replacement. Ageing is the defining structural shift: the population aged 65+ rises 60.2% to 38.9 million, the median age climbs from 35.8 to 42.2 years, and the demographic dividend that powered three decades of consumption has closed. A high cost of living, anchored by a Selic policy rate peaking at 15.0% in 2025, continues to squeeze the middle class.
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Overview:
Consumer Profiles reports provide key insights into the country's consumer landscape and uncover related business opportunities in 40 countries.
The Consumer Profiles offer valuable statistics and insights into key consumer indicators, linking household size, age, income, and spending patterns to behavioral trends and consumption habits. Utilizing a wide range of socioeconomic data, these reports quantify behaviors, preferences, and motivations both presently and forecasted across 40 markets. Analysis also encompasses Euromonitor’s lifestyles survey results, alongside the examination of longer-term shifts in consumer attitudes and behavior, analyzing their impact within each of the 40 countries. Consumer profiles are constantly changing, influenced by both socioeconomic factors and behavioral changes. Understanding these shifts is imperative for businesses to maintain competitiveness and adapt in order to capitalize on emerging opportunities.
The Consumer Profiles in Brazil report includes:
A high-level analysis of socioeconomic data, including insights on demographics, income and expenditure, households, and consumer lifestyles backed by both in-house statistics and survey data. It also provides a concise compilation of socioeconomic data, offering a snapshot of the consumer landscape today (2022) and in the future (2040). The report is also illustrated with relevant and actionable case studies
The Consumer Profiles in Brazil report answers:
- How consumers in Brazil are changing?
- What are key changes in Brazil population, society and generational structure and how it is affecting businesses?
- What is the household structure in Brazil and how it is changing consumer landscape?
- What are key income groups in Brazil? What is the outlook for the future?
- Where consumers are spending the money in Brazil?
- How is the consumer mindset in Brazil changing?
- In Brazil, what are consumer attitudes towards “green” and sustainable products?
- Where and how do consumers shop in Brazil?
Scope
Key findings
Key drivers affecting consumers in Brazil in 2025
How developments today shape the consumer of tomorrow
Today 2025: Millennials and Gen Z remain the commercial centre of gravity
Population growth slows as ageing reshapes the market
Raised cholesterol remains the leading health risk
Tomorrow 2040: Population aged 65+ grows by three fifths by 2040
Generation Alpha and Gen Z to drive future demand
São Paulo anchors an increasingly urban market
Opportunities for growth
Case study: Nubank and the digital-native consumer
Today 2025: Couple with children households decrease in share
Households multiply as average size shrinks
Most Brazilians own their homes but renting is rising
Tomorrow 2040: Single-person households become the growth engine
Household heads grow older and become more likely to be female
Connectivity and digital banking deepen in the home
Opportunities for growth
Case study: Assaí and the atacarejo grocery shift
Today 2025: Middle class remains a minority segment
Cost-of-living pressure keeps value top of mind
Generational spending priorities diverge
Tomorrow 2040: Workers aged 35-44 to anchor peak incomes by 2040
Older cohorts to see their spending power strengthen
Consumer expenditure expands as spending tilts to services
Opportunities for growth
Case study: Smart Fit and rising wellness spending
Key findings consumer survey
Millennials most willing to spend extra on food/beverages with health and nutritional properties
Willingness to pay rises with quality and health claims
Environmental concern intensifies around COP30
Financial optimism supports a saving mindset
Work-life balance leads worker priorities
Opportunities for growth
Case study: Pix and the instant-payment economy
Key takeaways
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Gain a thorough knowledge of shifting consumer landscape and attitudes s and fill in information gaps to inform product/service development, market positioning and channel strategy.
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