Table of Contents
Executive Summary
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- Economy and work
- Population and household composition
- Food and drinks
- Health and wellbeing
- Technology and the digital world
- Market overview
Brazil Today – The Economy
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- Despite falling inflation and rising GDP, consumption of essential categories is still being affected
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- Figure 1: IPCA – accumulated variation in the year (%) – General index and groups – Brazil, 2021 and 2022
- Dollar falls in 2023 influenced by domestic and foreign factors
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- Figure 2: Exchange rate – R$ / $ – commercial – purchase – average – Brazil, July 2022 to July 2023
- Falling unemployment, hybrid work and 4-day working week
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- Figure 3: Unemployment rate – Brazil – Jan-Feb-Mar 2022 to Apr-May-Jun 2023
- More than 10 million Brazilians left the poverty line in 2022
- 2022 elections: strong polarization and increased political violence
Brazil Today – The Population
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- Brazil reaches 203 million inhabitants
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- Figure 4: Geometric average annual growth rate of the Brazilian population, 1890-2022
- Growing number of mono-nuclear households, elderly and Black people in 2022
- Education indicators worsen, reflecting the pandemic
- WHO declares end of COVID-19 global health emergency
Food: in-home and out of home
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- What you need to know
- What we think
- Highlights
- Ethically concerned consumers are strong users of promotional discounts
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- Figure 5: Tostao offers discounts on bread and snacks – Colombia
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- Figure 6: Food To Save
- More complete nutritional profile can be an important differential for bread consumers
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- Figure 7: Packaged breads with highlighted nutritional composition
- Challenges
- Impact of inflation on food and drink consumption and foodservice
- Affordable options of relaxing food and drinks can help classes C, D and E deal with stress
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- Figure 8: Private label foods and beverages with sleep and relaxation claims
- The future
- Price comparison and promotions can stimulate online groceries shopping
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- Figure 9: Matspar price and promotion comparison
- Brands can focus on heart health and the belief that thin bodies are healthy
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- Figure 10: Foods and drinks with claims related to cardiovascular health
- Figure 11: Foods and drinks with claims related to cardiovascular health
- Muscle health may gain prominence among healthy aging habits
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- Figure 12: Powdered supplement for consumers aged 50+
Non-alcoholic drinks
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- What you need to know
- What we think
- Highlights
- WHO advises against the use of sweeteners for weight control. New approach could impact consumption of non-alcoholic drinks
- Functional, natural ingredients can boost energy drinks
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- Figure 13: Rocamina energy drink, Mexico
- Challenges
- Soft drinks face barriers among families with children, but special occasions can create a path to consumption
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- Figure 14: Recipe suggestions with soft drinks as an ingredient, Zevia Beverages
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- Figure 15: Instagram post encouraging use of Convenção’s soft drink with popcorn while watching movies
- Consumers need to be educated about the benefits of sports drinks
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- Figure 16: Informational posts about the benefits of sports drinks, Gatorade Brazil
- The future
- Technology can take hydration to new heights
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- Figure 17: Nix Hydration Biosensor
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- Figure 18: Weo smart water bottle
- Mood-enhancing beverages can help consumers seeking to reduce alcohol consumption
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- Figure 19: TURF analysis – Benefits that would motivate consumption, 2023
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- Figure 20: Kin Euphorics beverage line
- Iced coffees have growth potential, especially among younger consumers
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- Figure 21: Starbucks Cloud Macchiato launch image, US, 2019
- Figure 22: Cold RTD coffee beverages, 2022-23
Alcoholic Drinks at Home and On-premise
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- What you need to know
- What we think
- Highlights
- National wines can gain space in the market highlighting quality and affordable price
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- Figure 23: Events at the Casa Perini winery
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- Figure 24: Award received by Casa Valduga sparkling wine
- Beers can offer different at-home experiences
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- Figure 25: Cristal bar in Minecraft
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- Figure 26: Beer launches inspired by series
- Challenges
- Half of Brazilian consumers have changed their drinking habits to save money
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- Figure 27: Beer promotions on the Super Opa app, Brazil, 2022
- Figure 28: Vinhos de Combate red wine, Brazil, 2022
- Negative impacts of alcohol consumption worry Brazilians
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- Figure 29: Campaigns promoted by the consortium of alcoholic beverage companies and the Destiladores Unidos del Perú association
- The future
- Low/no alcohol drinks should reinforce healthy credentials
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- Figure 30: Non-alcoholic drinks with health-related claims
- Sustainability must permeate the entire production process, including the origin of ingredients
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- Figure 31: Heineken Group’s sustainability actions
Health and wellbeing
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- What you need to know
- What we think
- Highlights
- Inflation affects consumption of essential categories, especially among low-income Brazilians
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- Figure 32: Sanitizers suitable for cleaning bathrooms with economical positioning
- Figure 33: Cheaper alternatives for menstrual cramps relief
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- Figure 34: Buscofem campaigns and provides app to help women monitor menstrual cycle
- Home organization can improve wellbeing and productivity
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- Figure 35: Cleanipedia brings together household care tips, including cleaning and organization
- Challenges
- Diversity, equity and inclusion agenda challenges beauty brands to be more representative in product development and campaigns
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- Figure 36: Natura Chronos campaign, Brazil, August 2022
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- Figure 37: O Boticário campaign, Brazil, 2022
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- Figure 38: Avon and Natura run campaigns with Linn da Quebrada
- Deodorants and perfumes with natural formulas can stand out amid greater health concerns
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- Figure 39: Natural deodorants with aluminum-free formulas
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- Figure 40: Perfumes with 100% natural formulas
- Shower/bath can help exhausted parents create a relaxing routine before bedtime
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- Figure 41: Products that provide shower/bath relaxation before bedtime
- The future
- Brands should expand their offer of scalp treatments that tackle hair loss and dandruff
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- Figure 42: Anti-hair-loss scalp treatments
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- Figure 43: Anti-dandruff scalp treatments
- Hormonal health is important for men and women from Generation X
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- Figure 44: Supplements positioned for menopausal women
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- Figure 45: Supplements and vitamins that support men’s hormonal health
Personal Finance
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- What you need to know
- What we think
- Highlights
- Concern about the economy creates opportunity to spread the importance of financial education
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- Figure 46: Santander and Nubank get closer to low-income Brazilians
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- Figure 47: Financial Education Guide for the Elderly, Brazil, 2020
- Figure 48: Santander campaign, Argentina, 2022
- Challenges
- The market is challenged to offer a better shopping experience, regardless of the channel used
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- Figure 49: Magazine Luiza presents Lu, their virtual influencer
- While discussing mental health is often still taboo, demand for services is urgent
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- Figure 50: Instagram/Psicotrópica
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- Figure 51: Bad Bitches Have Bad Days Too
- The future
- Hybrid work is the ideal format for most Brazilians, but it requires mental health support from companies
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- Figure 52: Companies take inspiration from the gaming universe to encourage employees to take care of their mental health
- Increase in families with pets represents opportunities for the service sector
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- Figure 53: Pet Driver offers exclusive pet transportation
- Figure 54: Mercadoteca Space in Curitiba, Paraná
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- Figure 55: Botanikafé in São Paulo
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- Figure 56: Gaia Viva hotel
- Figure 57: Azul promotes partnership with Purina
Life Challenges in the Past Year
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- Half of Brazilians find it difficult to keep healthy routines
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- Figure 58: Life challenges in the past year, 2023
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- Figure 59: Food that combines healthiness, convenience and affordability
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- Figure 60: ‘Academia Foguete’
- Increased violence against children and adolescents makes parents prioritize safety on and off social media
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- Figure 61: Life challenges in the past year – Selected item, by parental status, 2023
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- Figure 62: Instagram’s Family Center feature
- Adopting anti-racism initiatives is important to make the corporate environment more inclusive
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- Figure 63: Life challenges in the past year – Selected item, by race/ethnicity, 2023
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- Figure 64: Nivea and Instituto Das Pretas support the Escola de Elisas project
Perceived Value
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- Economical and sustainable packaging can increase the perceived value of products
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- Figure 65: Perception of value – Any rank, 2023
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- Figure 66: Sustainable and economical products
- Durability is an attribute especially valued by men who are fathers
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- Figure 67: Perception of value – Selected item, any ranking, by parental status and gender, 2023
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- Figure 68: Personal care products with larger packaging and economical positioning
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- Figure 69: Pumpkin and walnut bread in 380g and 630g versions
- Figure 70: Food products with family-size packaging
- Multifunctional beauty and personal care products gain relevance among young consumers looking to save time
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- Figure 71: Perception of value – Selected item, by gender and age, 2023
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- Figure 72: Beauty and personal care products with a multifunctional approach
Strategies to Save Money
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- Apps can make grocery shopping easier for parents looking for promotions and discounts
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- Figure 73: Strategies to save money – Selected item, by children living in the household, 2023
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- Figure 74: SPAR and Munch offer discounts on food purchases
- Figure 75: Farmish app
- Brands can help consumers aged 45-64 manage their finances, making room in their budgets for experiences
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- Figure 76: Strategies to save money – Selected item, by age, 2023
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- Figure 77: Prevent Senior’s discount program
- Southeast is a potential region for private labels to increase their market share
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- Figure 78: Strategies to save money – Selected item, by region, 2023
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- Figure 79: Private label products with sustainability, durability and safety claims
- Figure 80: Carrefour announces price freeze on private-label products
Changes on Spending
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- Concern for pets’ wellbeing encourages owners to spend more on foods that offer health benefits to pets
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- Figure 81: Changes on spending – ‘More,’ 2023
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- Figure 82: Functional dog and cat food
- Alcoholic drink brands can stimulate consumption by offering economical and healthy versions
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- Figure 83: Changes on spending – Selected item, 2023
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- Figure 84: Budweiser teams up with Netflix to launch exclusive beers
- Figure 85: Amstel Ultra and Kikos Fit encourage Brazilians to exercise
- Leisure and entertainment activities can help Gen Zs socialize out of home
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- Figure 86: Changes on spending – Selected item, by generation, 2023
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- Figure 87: Villa Jazz, festival organized by Shopping Villa Lobos in São Paulo
Where Extra Money is Spent
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- Paying off debts is a main priority
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- Figure 88: Where extra money is spent, 2023
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- Figure 89: Serasa on the Road project
- Brands can reduce gender inequality by encouraging smarter consumption and empowering minorities
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- Figure 90: Where extra money is spent – Selected items, by gender and age, 2023
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- Figure 91: Banco Bolivariano and Banco Azteca offer exclusive accounts for women
- Figure 92: The Jefas offers boxes of beauty products from Latin brands
- Baby Boomers show intention to spend on travel
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- Figure 93: Where extra money is spent – Selected item, by generation, 2023
Brazilian Pride
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- Brazilian identity is reinforced through ingredients and biodiversity
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- Figure 94: Brazilian pride – Any ranking, 2023
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- Figure 95: Examples of how to celebrate Brazilian identity in food and drink
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- Figure 96: Examples of BPC products that celebrate Brazilian ingredients and biodiversity
- Figure 97: ‘Sabor Nacional’ fair
- Resumption of face-to-face cultural events increases demand for actions aimed at women’s safety
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- Figure 98: Brazilian pride – Selected item, by gender and age, 2023
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- Figure 99: Brazil’s Ministry of Women and UN create campaign for safer Carnival
- Figure 100: Diageo’s #CelebrarSemAssédio campaign
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- Figure 101: L’Oréal promotes Stand Up campaign against harassment
- Brands have a mission to support equity and female representation in sport
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- Figure 102: Brazilian pride – Selected item, by gender and age, 2023
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- Figure 103: Soccer player Marta wore unsponsored boots in 2023
- Figure 104: Guaraná Antarctica’s #BotaElasNoJogo platform
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- Figure 105: Exclusive Guaraná Antarctica cans with female soccer players
- Figure 106: Visa shares the story of former player Rata
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- Figure 107: CBF promotes ‘Nossa Seleça’ to support Brazil’s women soccer team
Expectations toward Country’s Situation
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- Non-violent communication training can help men deal with conflicting issues such as politics
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- Figure 108: Expectations towards country’s situation – ‘It will get worse,’ by gender, 2023
- Minority groups show optimism about civil rights protection
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- Figure 109: Expectations towards country’s situation – Selected item, by gender, race/ethnicity and LGBTQ+ identity, 2023
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- Figure 110: Ambev creates Bora Cultura Preta Fund in partnership with Preta Hub Institute
- Figure 111: Avon and Maria da Penha institutes support #ParaCadaUma action
Interest in Experiences
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- Brands can stimulate family life through playful experiences in household chores
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- Figure 112: Interest in experiences – Selected item, by children living in the household, 2023
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- Figure 113: Magic Pantry, Kerrygold’s interactive platform
- Restaurants can help spread gastronomy and culture from other regions
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- Figure 114: Interest in experiences – Selected item, by student status, 2023
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- Figure 115: Mocotó restaurant in São Paulo
- Figure 116: Cuscuz da Irina restaurant in São Paulo
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- Figure 117: Banzeiro restaurant in São Paulo
Appendix – Abbreviations
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- Abbreviations
Appendix – Market Size
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- In-home food
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- Figure 118: Retail sales in value, 2017-22
- Out-of-home food
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- Figure 119: Retail sales in value, 2017-22
- Non-alcoholic drinks
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- Figure 120: Retail sales in value, 2017-22
- In-home alcoholic drinks
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- Figure 121: Retail sales in value, 2017-22
- Out-of-home alcoholic drinks
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- Figure 122: Retail sales in value, 2017-22
- Beauty and personal care
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- Figure 123: Retail sales in value, 2017-22
- OTC and prescription pharmaceuticals
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- Figure 124: Retail sales in value, 2017-22
- Household care
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- Figure 125: Retail sales in value, 2017-22
- Home and garden
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- Figure 126: Retail sales in value, 2017-22
- Clothing and accessories
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- Figure 127: Retail sales in value, 2017-22
- Transportation
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- Figure 128: Retail sales in value, 2017-22
- Vacations
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- Figure 129: Retail sales in value, 2017-22
- Technology and communications
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- Figure 130: Retail sales in value, 2017-22
- Leisure and entertainment
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- Figure 131: Retail sales in value, 2017-22
- Personal finance and housing
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- Figure 132: Retail sales in value, 2017-22
- Miscellaneous items
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- Figure 133: Retail sales in value, 2017-22
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