Brazil: Consumer Profile

October 2024

Brazil’s population is projected to maintain a 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. The cost-of-living crisis has hit the slowly growing middle class, clouting its development, while high income inequality leaves the bottom of the pyramid 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 findings
Key drivers affecting consumers in Brazil in 2023
How developments today shape the consumer of tomorrow
Today 2023: Millennials have the most influence on the consumer market in Brazil
Today: Brazil’s population growth is among the lowest in the region
Raised cholesterol is the biggest health risk amongst Brazilians
Tomorrow 2040: Old-age dependency ratio to see rapid increase owing to ageing population
Tomorrow: Gen Alpha to see biggest growth and increased presence in consumer market
São Paulo to remain the epicentre of consumer expenditure in Brazil
Opportunities for growth
Case Study: Nubank supporting greater financial inclusion by targeting the underserved
Today 2023: Lower birth rates contributing to higher share of households without children
Today: Couples with children account for over 40% of total consumer expenditure
One in five Brazilians continue to live in rented accommodation
Tomorrow 2040: Individual mindset driving growth of single person households
Tomorrow: Female-headed households to rise and see greater influence
Brazilians hungry for simplification through technology
Opportunities for growth
Case Study: Atacarejo stores popular for bulk-buying among larger families
Today 2023: Middle class growth slightly subdued owing to rising living cost
Today: Consumers cutting down on expenditure due to elevated living cost
Millennials are the most optimistic about their future spending priorities
Tomorrow 2040: Average incomes plateau at ages 35-44 as workers reach top of careers
Tomorrow: Gender pay gap to shrink as female disposable incomes sees strong growth
Campinas to see highest consumer expenditure as transport and housing cost increase
Opportunities for growth
Case Study: EduK boosting employment opportunities and career advancement in Brazil
Key findings consumer survey
Gen X willing to spend extra on naturally healthy foods and beverages
Brazilian consumers on the lookout for bargains as prices of everyday goods go up
Brazilians place high importance and relevance on environmental concerns
Consumers trying to be more active in their saving priorities
Positive work-life balance remains major priority for Brazilian workers
Opportunities for growth
Case Study: Cuponomia simplifying the search for discounts
Key drivers affecting consumers in Brazil in 2023
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