Eyewear in Brazil operated under the shadow of persistent macroeconomic challenges over the last year. High interest rates, currency volatility and political uncertainty continued to shape consumer behaviour, leading to a cautious and value-driven retail environment. While inflation started to show signs of stabilisation, purchasing power remained under pressure, and consumers across income levels prioritised affordability and essential purchases over discretionary spending. These dynamics influ

Following a slight deceleration in growth in 2024, spectacles in Brazil is expected to see faster retail volume and current value growth over 2025, compared with 2023 and 2024. 2024 began with conservative expectations due to macroeconomic uncertainties, but the market managed to meet projections by year-end. However, the overall performance reflected a more restrained consumer approach.

2024 was complex for wine in Brazil, despite the low single-digit total volume increase the category experienced during the year. Still red wine, within the largest category of still light grape wine, has been facing structural challenges worldwide due to a combination of socio, environmental and macroeconomic factors, and this situation was no different in Brazil. High USD exchange rates, international trade wars, transportation issues and adverse weather conditions were some of the factors dis

2024 was complex for most Brazilians, especially from an economic perspective. The accumulated inflation rate in Brazil finished at 4.8% in 2024, a marginally higher figure than in 2023. Minimum wages increased at the start of 2024, and in early 2025 were at BRL1,518. Nevertheless, Brazilians’ purchasing power has not evolved for several years, especially due to the ongoing price rises across essential food and beverage items. Despite the challenging macroeconomic context and healthier habits (p

In 2024, total volume sales of cider/perry in Brazil were relatively flat, while total value sales faced mid-single-digit growth, mainly driven by strong price increases. Overall, the category remains extremely niche in Brazil, with no major brands available and with very low penetration across most retailers. The fact that Brazil is predominantly a beer and spirits consuming country, and the continuous expansion of RTDs across different retailers, presents strong competition for cider/perry.

Total volume sales of beer recorded a low single-digit increase in 2024, mainly driven by premium lager, which grew by 4%. In total value terms, premium lager sales grew by double-digit figures. The segment continued to expand shelf presence across both off-trade and on-trade premises, as well as receive strong investments from all beer players in Brazil. Conversely, total volume sales of mid-priced and economy lager marginally decreased in 2024.

Total volume sales of spirits in Brazil only marginally increased in 2024, with the pace of growth consistently decelerating each year. However, gin, vodka and whiskies faced total volume declines in 2024. The former category had experienced an increase in popularity earlier in the review period, which has now softened. The fact that gin is mainly dominated by a small number of brands makes it challenging for newcomers to gain stronger penetration. Vodka also faced another year of total volume d

Contact lenses and solutions in Brazil outperformed the broader eyewear industry in growth terms in 2024, and it is expected to continue in this vein over 2025. The category continued to post an increase in retail current value sales above the rate of inflation in 2024, with the same trajectory predicted for 2025. This performance exceeded initial conservative forecasts, which were shaped by economic uncertainty and cautious consumer sentiment at the start of the year.

Sunglasses in Brazil faces another challenging year in 2025. Sunglasses is expected to see the slowest retail volume and current value growth among the core categories in eyewear over 2025. In 2024, sunglasses was impacted by cautious consumer behaviour and a broader shift in purchasing priorities. The category showed signs of stable, but slow recovery, compared with contact lenses and prescription spectacle lenses.

Total volume sales of RTDs in Brazil continued to increase in 2024, mainly driven by spirit-based RTDs, while malt-based RTDs recorded a flat performance in total volume growth terms, and the largest category of wine-based RTDs recorded a decline. Within spirit-based RTDs, Xeque Mate was a particularly dynamic performer due to producer Xeque Mate Bebidas investing heavily in its production capabilities and channel distribution. Smirnoff Ice from Diageo recorded double-digit total volume growth i

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

Despite economic headwinds in 2025, the market for other pet food in Brazil continued to perform positively, buoyed by the growing popularity of non-traditional pets such as birds, rodents and fish. While inflationary pressures and cautious spending shaped broader consumption trends, the affection for smaller or lower-maintenance pets remained resilient. In particular, bird food continued to account for the largest share of value sales, supported by both domestic bird owners and the widespread c

While Brazil’s macroeconomic environment in 2025 has presented challenges for many fast-moving consumer goods categories, cat food has proven comparatively resilient. This resilience is partly due to the specific feeding behaviour of cats, which tend to be less flexible in their dietary preferences than dogs. As inflation and high interest rates placed pressure on household budgets, many consumers remained loyal to trusted cat food brands, particularly those that balanced price and palatability.

In 2025, pet care in Brazil continues to demonstrate resilience and adaptability despite a challenging economic environment. Following strong GDP growth of 3.4% in 2024, the economy is expected to decelerate to 1.6%, according to the Brazilian Institute of Geography and Statistics (IBGE), with inflation remaining a concern – particularly food inflation, projected at 7.7%. These conditions have led to more cautious consumer behaviour, with households prioritising essential goods and opting for br

Despite a cooling economy in 2025 following stronger-than-expected growth in the previous year, dog food in Brazil continued to perform well in value terms. While inflation and tighter monetary conditions prompted consumers to adopt more cautious spending behaviours, the growing trend of pet humanisation helped the category maintain its momentum. Pet owners increasingly prioritised their dogs’ wellbeing, with demand rising for products that offered both health benefits and sensory appeal. Within

In 2025, the pet products category in Brazil continues to grow, but at a more moderate pace compared to previous years, as households navigate an increasingly challenging economic climate. Following robust growth in 2024, GDP expansion has slowed and inflation remains a concern, particularly for essential goods. As a result, Brazilian consumers are exercising more caution in their discretionary spending. While pet humanisation remains a strong underlying trend, pet owners are becoming more selec

Tobacco in Brazil witnessed a relatively stable performance in 2024, with few significant changes in terms of product development and distribution. Overall, there was a decline in smoking prevalence driven predominantly by young adults who are becoming more conscious about the health impacts of smoking. Indeed, younger generations are choosing to stop smoking or avoid consuming it in the first place. New national regulatory measures came to the fore in the second half of the year denoting a chan

In 2024, both retail volume and value sales of cigarettes increased in Brazil for the sixth consecutive year. Not only is Brazil one of the main tobacco production hubs in the world, but cigarettes are affordable and widely accessible in retailers across the country. The general lack of legal reduced-harm products in the country has enabled cigarettes to maintain its resilience, translating into steady retail volume growth over 2024, whilst sales of illicit cigarettes decreased once again.

In 2024, cigars and cigarillos faced steep retail volume decline in Brazil, while retail value sales were relatively stagnant. The fact that cigars are usually purchased abroad naturally impacts local sales of cigars. Cigars are perceived as a premium product, which are not financially accessible to most of the Brazilian population. As such, the consumer base is quite small for cigars as most consumers do not consider them to be an essential item in their daily routines. Curious consumers who oc

In Brazil, illicit e-vapour products have been gaining more attention in 2024. Anvisa (Brazil’s Health Agency) currently prohibits the sale, production and advertising of e-vapour products, although their usage is not clearly regulated in the country. Despite the ban, sales of illicit e-vapour products in Brazil have been gaining traction and the availability of these products has expanded to different cities. Illicit e-vapour consumption in Brazil is predominantly concentrated in the centre-wes

Total hot drinks packaging retail volumes increased in 2024, with fruit/herbal tea, and standard fresh ground coffee seeing particularly strong increases in actual units. Trends were driven by several factors, including evolving consumer preferences, the demand for convenience, and a growing focus on sustainability. With more consumers seeking high-quality, premium beverages, there is increasing demand for packaging that reflects the premium nature of products, as well as meets the need for conv

Total soft drinks packaging retail volumes continued to see a solid increase in Brazil in 2024, due to the convergence of shifting consumer behaviours, environmental pressures, and technological innovation. As urban lifestyles become more fast-paced, there is rising demand for ready-to-drink beverages in convenient, on-the-go formats such as single-serve bottles and cans. Health-conscious consumers are also turning towards non-alcoholic and functional drinks, prompting brands to invest in packag

Home improvement maintained positive sales in Brazil in 2024, with the rate of growth higher compared to the previous year. Brazil’s home improvement sector has been steadily growing, as record property prices and high interest rates have contributed to demand for home renovations among Brazilians. Property prices have increased dramatically in the main Brazilian cities and, in accordance with reports, in São Paulo, Brasília, Curitiba and Rio de Janeiro, in the last two years, prices have risen

Sales of home and garden maintained a positive performance in Brazil in 2024, albeit at a lower level of growth than seen across the previous two years. This slowdown is attributed to persistent macroeconomic challenges, including higher-than-expected inflation and interest rates. Whilst inflation is slowing down compared to the spikes seen in 2021 and 2022, it remains at levels higher than ideal. These pressures have tightened consumer credit and curbed spending on big-ticket items, such as fur