Megatrends in Brazil

September 2022

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus megatrends and insights as to how each trend has manifested in Brazil.

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Brazil report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Brazil report answers:

  • How is the consumer mindset in Brazil changing? In Brazil, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Brazil purchase decisions?
  • Where and how do consumers shop in Brazil?
  • What health-related activities do consumers in Brazil participate in?
  • What megatrends should I focus on in Brazil (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
The drivers shaping consumer behaviour
Megatrends framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
PicPay aims to popularise digital currency through its first in-app crypto exchange
Mobile gaming is highly popular in Brazil
Most consumers actively manage their data settings
Millennials are the most interested in receiving personalised offers
Friends and family remain the most trusted sources of information
A return to face-to-face activities is expected post-pandemic
Experience more
The Sandbox partners with BAYZ to bring its metaverse to Brazil
Brazilians embrace all types of experience
Online socialising is more common than face-to-face post-pandemic
Relaxation, all-inclusives and safety resonate most with Brazilian travellers
Millennials are the most focused on resuming in-person activities
Middle class reset
Cuponeria partners with Banco Bari to expand its system of cashback and coupons
The majority of Brazilians say they like to find bargains
Repurposing is gaining traction
Younger consumers are most likely to increase visits to discount stores
Premiumisation
Zee.Dog launches new range of natural, super premium dog foods
Most Brazilians would rather buy fewer but higher-quality things
Consumers extensively research the products they consume
Quality is especially important when it comes to home care
Shifting market frontiers
Case study: Shifting market frontiers
Brazil’s multicultural consumers are interested in international goods
Baby boomers are most focused on supporting local business
Shopping reinvented
Magalu launches Brazil’s first retailer-owned social commerce platform
Most consumers prefer in-store shopping, despite online boom
Almost half of Brazilians participate on companies’ social media feeds
Millennials are most likely to engage with brands online
Sustainable living
Ride-hailing app 99 to expand its fleet of electric cars following agreement with BYD
Brazilians are keen to play their part in helping to protect the environment
Reducing food waste and recycling are top concerns
Consumers are keen to make their voices heard
Recyclable and biodegradable packaging are considered most sustainable
Wellness
Alt-dairy company NoMoo launches new cashew-based drinks lines
Most Brazilians now seek healthy ingredients in food and drink
Meditation is the most commonly used antidote to stress
Brazilians align with their global counterparts in terms of health tech
Consumers remain cautious about health and safety
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