Brazil: Consumer Profile

September 2023

Brazil’s population is projected to maintain solid growth rate despite slightly contracting birth rates, largely thanks to rising life expectancy. While childless families will become more popular among Brazilians, households with children will remain predominant in the country. Cost of living crisis had hit slowly rising middle class, clouding its development, while high income inequality leaves bottom of the pyramid most vulnerable.

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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?
Download Table of Contents
Scope
Key drivers affecting consumers in Brazil in 2022
How developments today shape the consumer of tomorrow
Key findings
Today 2022: Millennials are dominating Brazilian consumer market
Today: Despite high birth rate, Brazil undergoes the slowest population growth in decades
Brazilians are eager to engage with brands and companies on social media platforms
Tomorrow 2040: Longer life expectancy will boost median age and old-age dependency ratio
Tomorrow : Millennials will remain the largest cohort in 2040, alphas will gain influence
Tomorrow : Urbanisation to prevail, yet at slower rate, while favelas continue posing issues
Areas of opportunity
Case study: Carrefour launches Bio - an affordable organic range - in Brazil
Today 2022: Families with children remain dominant, yet childfree living gains momentum
Brazilians live in larger homes despite decreasing household size
Brazilians are eager to live in urban areas, while safe location remain the top priority
Tomorrow 2040: Brazilians will be increasingly opting for childless living
Elder men will remain key decision makers in Brazilian households
Brazil is rapidly improving its internet connectivity, while consumers are highly tech-savvy
Areas of opportunity
Case study: Cross Commerce Store offers to connect Brazilians with foreign retailers
Today 2022: While gross income grows, middle class development remains subdued
Cost-of-living crisis hit the poorest the most, while also dragging middle class development
Gen Zs demonstrate highest intentions to increase spending and save more money
Tomorrow 2040: Middle class projected to shrink down, while low-income groups dominate
Tomorrow 2040: Looming income inequality clouds rising average income in Brazil
Tomorrow 2040: Consumer market to grow on the back of rising income and urbanisation
Areas of opportunity
Case study: Cuponeria partners with Banco Bari to expand its cashback offer
Key findings consumer survey
Younger generations have a more positive outlook on their future
Significant income inequality in Brazil is underscored by the disparities among income groups
Brazilians are concerned about climate change and are trying to have a positive impact
Work-life balance remains a top priority, while employers’ social responsibility also matters
Quality matters, yet price remains a top priority for Brazilian consumers
Case study: Saif adds biodegradable packaged products to its portfolio
Areas of opportunity
Key findings
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