Brazil: Consumer Profile

September 2023

© Euromonitor
© Euromonitor International
International 2021.
2023. All rights
All rights reserved.
reserved.
Contents

Introduction

Population

Households

Income and expenditure

Lifestyles

Conclusion

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 Introduction

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 INTRODUCTION 44

Scope
Brazil’s population is projected to maintain
solid growth rate despite slightly contracting
Consumers 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,
Income and
Population Households Lifestyles clouding its development, while high income
Expenditure inequality leaves bottom of the pyramid most
vulnerable.

This report provides core information about the consumer landscape in the country and helps
to answer key business questions: who my consumer is, what it means for the business and
how businesses adapt to reflect changing consumer needs. Disclaimer

The report looks at key consumer landscape characteristics today in 2022 and in 2040 analysing Much of the information in this briefing is of a
statistical nature and, while every attempt has
key market determinants such as population, households, income and expenditure, and been made to ensure accuracy and reliability,
lifestyles. Euromonitor International cannot be held
responsible for omissions or errors.
Figures in tables and analyses are calculated
from unrounded data and may not sum. Analyses
found in the briefings may not totally reflect the
companies’ opinions, reader discretion is advised.

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 INTRODUCTION 55

Key drivers affecting consumers in Brazil in 2022

Income and
Population Households Lifestyles
expenditure
▪ Rising life expectancy boosts ▪ Single living and childless ▪ Brazil continues to face ▪ Changing consumer values in
elder population in Brazil, yet families are becoming more significant income inequality, light of the pandemic and
younger generations remain popular among Brazilians as which is a prominent feature climate change increased
predominant and most younger generations tend to of its population. consumers’ demand for
influential consumer groups. focus on their education and sustainable action. Brazilians
▪ Economic turbulence, rising
career before starting a are highly concerned about
▪ Urbanisation is set to persist, costs of living are motivating
while disparities between family. consumers to turn to saving climate change and are trying
to have a positive effect on
urban and rural consumers ▪ Families with children of and budgeting.
the environment through
will grow wider, fostering different ages will remain the ▪ Expanding bottom of the their everyday actions.
businesses to target different key consumer segment in the pyramid poses both risks and
groups individually. country, shaping shopping ▪ Overall Mexicans feel
opens opportunities.
habits and consumer trends. optimistic about their future,
▪ Many people from rural ▪ Younger generations are and expect their financial
areas in Brazil continue ▪ Gen Z are coming of age and gaining momentum in the situation to improve,
moving to urban centres in having a growing influence labour market. allowing them to spend and
search of better economic on the consumer profile.
save more.
opportunities and improved
living standards.
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 INTRODUCTION 6

How developments today shape the consumer of tomorrow

Today Tomorrow

Brazil is experiencing significant shifts in its consumer landscape, Brazil’s consumer landscape is set for a generational shift, with
driven by enduring consumer trends and evolving consumption habits Millennials transitioning into later life in 2040, Generation Z
amid ongoing economic challenges and income inequality. entering middle age, and Generation Alpha taking centre stage as
Brazil’s population maintained a positive growth rate, despite slowly influencers.
declining birth rates over 2017-2022. Consequently, Gen Z and Given the fast-paced societal changes and technological
Millennials emerged as the largest age groups, exerting increasing advancements, Brazilian consumers will increasingly demand
influence in the job market as they matured. transparent, accessible and verifiable products and brand
information.
Bottom of the pyramid remains a prominent market for lower price
range products. As the BoP segment experiences improved living Environmental concerns and sustainable practices will gain
conditions, there is a growing aspiration for better products and prominence. Businesses targeting the BoP market are expected to
services, creating opportunities for businesses to meet these incorporate sustainability into their products and services to align
demands. with changing consumer preferences.
Technology played a pivotal role, aiding consumers and businesses in The trend for seeking specialised, lifestyle-tailored product
adapting to this changing environment, with younger cohorts assortments is anticipated to continue rising. Younger generations
embracing the platform economy due to rising connectivity rates. will become more selective, seeking out specialised sources for
Additionally, a growing number of affluent consumers sought curated, their varied interests and expecting everything to be fast and
hyper-convenient, meeting their needs where they already are.
unique experiences, while businesses responded by addressing
sustainability concerns, resonating strongly with consumers.
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 INTRODUCTION 77

Key findings

With a relatively stable birth rate, the Brazilian population is set to continue growing, recording
Population continues a projected 6.1% expansion over 2022-2040. Rising life expectancy also allows the country to
growing maintain a positive rate of natural change, yet poses challenges to support the expanding elder
population, and provide it with adequate services and products.

By 2040, Millennials and Gen Z will be mid-lifers, and are poised to become the most influential
Millennials to hold consumer segment in Brazil, standing out for their sizeable populations and high forecast
considerable influence over incomes - as compared to other age groups. Moreover, Millennials and Gen Zs are set to be the
the consumer market highest average gross income earners in 2040, as they establish a strong foothold and climb the
career ladder.

With rising global energy and food prices and climbing inflation, Brazilian middle class
Middle class struggles with consumers see increasing pressure on their purchasing power and disposable income. The
cost-of-living crisis middle class in the country is set to contract over the forecast period, while lowest-income
social classes E and D will continue dominating Brazilian demographics.

Consumers are having to find ways to manage their budgets during times of high inflation and
Consumers value individual
rising costs. As consumers want to maintain their purchasing power levels, spending is focused
approach
on finding best value and alternative ways of accessing goods.

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 Population

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 POPULATION 99

Today 2022: Millennials are dominating Brazilian consumer market

COUN T RY SN AP SHOT Male/Female Major Milestones in Life 2022
Age (years)
TOTAL POPULATION GROWTH Birth of first child
Males First marriage
215 0.4% 30.2 33.2 61.5 70.3
Median age
million in 2022 in 2022
Healthy life expectancy
23.3 28 35.3 65 76.6
FOREIGN CITIZENS NET MIGRATION RATE Females
Life expectancy
0.4 0.0%
million in 2022 in 2022
Population Distribution in Brazil 2022 Top 10 Cities in Brazil 2022
LARGEST GENERATION POPULATION DENSITY % of total female/male population Million people

Millennials 25.8 80+

75-79
São Paulo
persons per sq km Rio de Janeiro
70-74
65-69 Belo Horizonte
LATER LIFERS & SENIORS MEDIAN AGE 60-64
55-59 Brasília
50-54
21.3 34.2 years 45-49 Porto Alegre
Age

40-44 Fortaleza
million in 2022 in 2022 35-39
30-34 Recife
Urban Population 2022 25-29
20-24 Salvador
% of total population 15-19
Brazil 3

10-14 Curitiba
5-9 Campinas
Latin America 2

0-4
World 1
-10.0 -5.0 0.0 5.0 10.0 0.0 10.0 20.0 30.0
0% 50% 100% Source: Euromonitor International from UN/Eurostat/national
Women Men statistics
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 POPULATION 10
10

Today: Despite high birth rate, Brazil undergoes the slowest population growth in decades
According to a recent census conducted in Brazil, the nation is Population Change Factors in Brazil 2017-2022
Per '000 population
undergoing a notable demographic shift, marked by its slowest 15.0 150.0
population growth since 1872. This significant change reflects
various factors such as declining birth rates, improving

% change
10.0 100.0
healthcare leading to lower mortality rates, and potential shifts
in immigration patterns. As urbanisation continues to be a 5.0 50.0
prevailing trend, a substantial proportion of the population is
0.0 0.0
concentrated in urban areas, further contributing to the 2017 2018 2019 2020 2021 2022
transformation of the country's social and economic landscape.
Rate of Natural Change Net Migration Rate
Brazil's demography is very diverse, with a blend of ethnicities Birth Rate Refugees and Asylum Seekers, % change
and cultures that creates a vibrant and complex social fabric.
This multicultural composition underscores the unique Population by Age in Brazil 2022
dynamics shaping the nation and its identity on a global scale. Millions of people
50.0
Moreover, the census findings shed light on transformations in
40.0
age structure, indicating potential challenges and opportunities
for Brazil. An ageing population, coupled with a decrease in the 30.0

birth rate, could have far-reaching implications for the country's 20.0
workforce, pension systems, healthcare, and overall societal 10.0
structure. These changes have the potential to impact not only 0.0
the nation's domestic policies but also its international relations 0-14 15-24 25-34 35-44 45-59 60+
Age
and economic strategies. Source: Euromonitor International from UN/Eurostat/national statistics
© Euromonitor International
 POPULATION 11
11

Brazilians are eager to engage with brands and companies on social media platforms
Internet penetration in Brazil saw booming Consumer Values by Generation
growth over 2017-2022, from 61% to 83% of n = 1,006, % of respondents (agree and strongly agree)
households. The vast majority of internet I like to try new products and services
users use a mobile phone to access the I extensively research the products and services I consume
internet (88% in 2022), while more than two I only buy from companies or brands that I trust completely
thirds of the population use the internet I prefer branded goods to non-branded alternatives
daily. I like to be actively engaged with brands
With intensive usage of the internet,
unsurprisingly Brazilian consumers are rather 0% 20% 40% 60% 80% 100%
active on social media platforms. According Generation Z Millennials Generation X Baby Boomers
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded Jan-Feb 2023
to Euromonitor’s Lifestyles Survey 2023,
Brazilians are eager to engage with brands
and companies on social media - 40% of Top Five Forms of Online Engagement with Companies over Previous Six Months
n = 1,006, % of respondents by generation
respondents follow or like a company’s feed
“Follow” or “like” a company’s social media feed or post
or posts. Younger generations are leading
online brand engagement with nearly half of Provide feedback to a company via a social media post
Receive a discount/offer for referring someone via social
Millennials and Gen Zs following or liking media
brands’ social media feeds or posts. Buy something via a social media platform

Youngsters are also more prone to provide Talk to a company’s customer service through social media
their feedback on products or services on a 0% 10% 20% 30% 40% 50%
company’s social media site as well as buy Generation Z Millennials Generation X Baby Boomers
something via a social media platform. Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded Jan-Feb 2023
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 POPULATION 12
12

Tomorrow 2040: Longer life expectancy will boost median age and old-age dependency ratio
COUN T RY SN AP SHOT Population Growth by Age Group in Brazil 2022-2040
% Growth (Age)
65+
TOTAL POPULATION GROWTH 60–64
50–59
228 6.1% 40–49
30–39
million in 2040 period 2022-2040 20–29
10–19
LARGEST GENERATION POPULATION DENSITY 0–9
Millennials 27.3 -40.0% -20.0% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
persons per sq km
Future Demographics 2022/2040 Life Expectancy 2022-2040
Years
POPULATION AGED 65+ MEDIAN AGE
84
39.3 41.7 years 82
82
million in 2040 in 2040 80
78
Old-Age Dependency Ratio 2000-2040 76 77
% 74
30.0 72
70
20.0 68
66
10.0 64
2022 2031 2040
0.0
Male Female
2000 2022 2040 Source: Euromonitor International from national statistics/UN
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 POPULATION 13
13

Tomorrow: Millennials will remain the largest cohort in 2040, alphas will gain influence
By the year 2040, Millennials and Gen Z will remain the dominant age Consumer Segments by Generation 2022/2040
cohorts in Brazil, while Gen Alpha will witness the fastest expansion over Million
the outlook period. Millennials will hold the strongest purchasing power 60.0
among other age generations, thanks to solid income, often from
multiple sources, accumulated and inherited wealth. Gen Z will be in their
50.0
30s-40s by 2040, also holding increasing purchasing power, supported by
rapidly rising disposable income.
Rapidly growing Gen Alpha will also become increasingly more influential 40.0

players in the consumer market. While they remain highly dependent on

their families for the financial support as they go through the education 30.0
system, Alphas will become influential shoppers with strong values,
expressions of individualism, green and social attitudes, and high tech-
savviness. 20.0

Millennials and Gen Zs spend time on social media platforms such as

Instagram, Snapchat and YouTube. Unlike previous generations, Gen Z has 10.0
never encountered a world without digital technology. Growing up in a
digital environment, they maintain constant connectivity to online
shopping, payment and banking services. This highlights the significance 0.0
of prudent digital strategies and a strong online presence in the future. As Generation Generation Z Millennials Generation X Baby
the digitally-orientated generation transitions into middle and later stages Alpha Boomers
of life, the consumer landscape will alter, demanding innovative and rapid 2022 2040
solutions to cater to their evolving preferences. Source: Euromonitor International from national statistics/UN
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 POPULATION 14
14

Tomorrow: Urbanisation to prevail, yet at slower rate, while favelas continue posing issues
Hectic urbanisation in Brazil created numerous socioeconomic challenges, Top 10 Largest Cities in Brazil 2022/2040
including robust expansion of favelas around main cities - as of 2022, 12% Total population, million

of the urban population in the country was still living in slums. Unable to São Paulo (Brazil)
afford proper housing in cities, newcomers settle in slums with no access
to at least basic sanitation, running water and electricity, while crime Rio de Janeiro (Brazil)
rates in such areas remain very high.
Belo Horizonte (Brazil)
Brazil is addressing favela challenges through projects such as Favela
Bairro, improving housing and services. Self-help schemes empower Brasília (Brazil)
residents and create a sense of community. Government investment,
including mortgages, aids ownership and responsibility. Yet, challenges Porto Alegre (Brazil)

persist due to geography, funding and access to transport. Progress has Fortaleza (Brazil)
been made, enhancing living conditions and infrastructure, but broader
issues of poverty and violence remain. The outlook is a continuous Recife (Brazil)
process of improvement amid complex socioeconomic factors.
Salvador (Brazil)
With around 22 million inhabitants, São Paulo stands among the most
populated cities globally, following such megacities as Tokyo, New Delhi, Curitiba (Brazil)
Shanghai and Mexico City. The largest Brazilian city is set to continue
Campinas (Brazil)
expanding over the forecast period, on the back of domestic and
international migration and growing elder population. With further 0 5,000 10,000 15,000 20,000 25,000
growth of its population, São Paulo will continue facing traffic congestion, 2040 2022
housing shortages and other socioeconomic challenges. Source: Euromonitor International from national statistics/UN
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 POPULATION 15
15

Areas of opportunity

Urban consumer Growing opportunities in health Servicing maturing youth

▪ Urbanisation will play a pivotal role in ▪ With the prevalence of age-related ▪ Generation Z is poised to exert
shaping consumption patterns and health concerns on the ascent, Brazilian substantial influence over market
lifestyle trends, given the increased consumers are actively seeking avenues dynamics, offering businesses a prime
purchasing power and concentration of to enhance their physical and mental chance to effectively connect with this
urban dwellers. Businesses operating in fitness. influential consumer cohort. To capture
major Brazilian cities can seize the Gen Z's interest, companies must
▪ Older individuals are embracing digital
opportunity to access a larger consumer prioritise innovation in a swiftly evolving
health solutions, while younger
market. environment where agility is paramount.
generations are displaying a keen interest
▪ As São Paulo grapples with urban in proactive health and wellbeing ▪ Furthermore, businesses should tailor
congestion and transportation measures. their approach to accommodate Gen Z's
challenges, opportunities for consumer- preference for easily verifiable,
▪ This burgeoning emphasis on
orientated urban mobility solutions may trustworthy and precise information.
preventative healthcare is driving the
arise. This could include advancements They should also focus on enhancing
need for vitamins, supplements, dietary
in public transportation, ride sharing, logistics and delivery services to align
foods, and fitness and wellness services.
electric and autonomous vehicles, and with their expectations for faster and
improved cycling infrastructure. more adaptable experiences.

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 POPULATION 16

Case study: Carrefour launches Bio - an affordable organic range - in Brazil

Characteristic
▪ In 2021, supermarket chain Carrefour launched a line of
organic foods in Brazil. The Bio line, which has a portfolio
of over 100 products including condiments, beverages,
frozen meals, teas, eggs, cereals, coconut oil and olive oil,
claims to offer superior quality organic products at up to a
59%
30% lower price than competitors.
Of Brazilian
Context consumers trust in
organic claims
▪ Brazil’s growing consumer base of sophisticated urban
shoppers has developed a taste for organic products, which
they see as superior in quality and positive for the
67%
environment. Of food and
beverage
▪ The company offers competitive prices by adopting a companies plan to
localisation strategy, whereby products are sourced locally, use sustainable
sourcing claims in
where possible.
Consequence 37% new product
launches

▪ The high price tag of organic produce hinders the growth of Of consumers in
Brazil buy
the organic sector in the country. sustainably-
▪ With this initiative, Carrefour has enabled Brazilian middle produced items to
class consumers to trade up to organic products that align positively impact
the environment
with what matters most to them, which in the food space
includes superior quality, associated health benefits, good Source: Euromonitor International Voice of the
value for money and a reduced/low environmental impact. Consumer: Sustainability and Voice of the Industry:
Image source: Carrefour Sustainability Surveys 2023
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 Households

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 HOUSEHOLDS 18
18

Today 2022: Families with children remain dominant, yet childfree living gains momentum
COUN T RY SN AP SHOT Households by Number of Persons 2022 Average Household Size in Top 10 Cities 2022
% of total households Number of persons
NUMBER OF HOUSEHOLDS AVERAGE HOUSEHOLD 1 person Fortaleza
Brasília
90.7 2.3 2 persons Belo Horizonte
million in 2022 persons in 2022 3 persons Recife
Campinas
COUPLES WITH CHILDREN SHARE 4 persons Curitiba
32.8 36.2% 5 persons São Paulo
Salvador
million in 2022 of total households 6+ persons
Rio de Janeiro
SINGLE PERSON HOUSEHOLDS GROWTH 0% 10% 20% 30% Porto Alegre
2.0 2.5 3.0 3.5
14.8 6.3% Brazil Latin America World
million in 2022 in 2022
Households by Number of Rooms Households by Tenure 2022
2022 % of total households
100%
Share of Households without Children
2000-2040
% of total households 50%
Inner circle:
60% Brazil
50%
Outer circle: 0%
40%
World Brazil Latin America World
30%
20%
10% Rented Other
0% Home Owner, Without Mortgage Home Owner, With Mortgage
2000 2020 2040 1 2 3 4 5+ Source: Euromonitor International from national statistics/UN
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 HOUSEHOLDS 19
19

Brazilians live in larger homes despite decreasing household size

Over the course of a couple of decades, Brazil has witnessed a Share of Households by Household Type 2002/2012/2022
% of total households
significant transformation in its average household size, which has 100%
experienced a steep decline from 3.8 persons in 2002 to 2.3 persons 80%
in 2022. The reduction in the number of children per family stem
60%
from evolving attitudes towards family planning and changing
economic circumstances, while the growing prevalence of childless 40%

households can be attributed to various factors, including career- 20%

orientated lifestyles, delayed parenthood and changing cultural 0%
norms. 2002 2012 2022
Single Person Couples without Children Couples with Children
Nevertheless, even as the size of households has contracted, there Single-Parent Families Other
has been a concurrent trend towards more spacious living
arrangements for Brazilians. By 2022, an impressive 86% of Households by Size of Dwelling 2022
households in the country were residing in dwellings with a floor % of total households
area of 70 sq m or larger. 2040
Compared to the regional and global averages, Brazilians are less
eager to rent their home - only 12% of all households lived in rent- 2022

controlled homes in 2022. More than 40% of all households owned 2010
their home, 92% of which were without a mortgage. Low mortgage-
0% 20% 40% 60% 80% 100%
backed home ownership allows Brazilians to be slightly less affected
by rising interest rates, which significantly adds to household Under 30 sq m 30 - 39 sq m 40 - 49 sq m
50 - 59 sq m 60 - 69 sq m 70 and more sq m
expenses globally. Source: Euromonitor International from national statistics/UN
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 HOUSEHOLDS 20
20

Brazilians are eager to live in urban areas, while safe location remain the top priority
In the light of prevailing high crime rates, especially in urban areas, safety of home location remains the top priority for Brazilian consumers,
according to Euromonitor’s Lifestyles Survey. In 2023, 69% of respondents selected safe location as the most desired home feature. Safety
matters the most for elder generations - 83% of Baby Boomers and 74% of Gen Xs (compared to 63% and 61%, respectively, of their
counterparts globally).
Moreover, Brazilian consumers seek housing in urban areas or inner city locations - 47% of respondents picked it among top home features,
compared to 23% globally. The desire to live in an urban location is notably higher across all age generations compared to global results,
pointing to great potential for future urbanisation in Brazil as people are eager to move to larger cities in pursuit of better education and
employment opportunities.

Most Desirable Home Features Home Activities

n = 1,006, % of respondents n = 1,006, % of respondents (at least weekly)
Safe location
Connect with friends or family virtually
Urban or inner city location Exercise
Availability of garage/indoor parking Work from home
Study
Outside space
Hobbies (eg gardening, crafts or knitting)
Proximity to public transport Play video games
Location with limited air pollution Entertain friends/family who don't live with me
Take an online/virtual fitness class
0% 10% 20% 30% 40% 50% 60% 70% 80%
Brazil Global 0% 20% 40% 60% 80% 100%
Brazil Global
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded Jan- Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded Jan-Feb 2023
Feb 2023
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 HOUSEHOLDS 21
21

Tomorrow 2040: Brazilians will be increasingly opting for childless living

COUN T RY SN AP SHOT Households by Type 2000-2040 Households by Disposable Income
‘000 of households Band (PPP) in Top 10 Cities 2040
SINGLE PERSON HOUSEHOLDS SHARE 40,000 % of total households

13.0 17.5% 20,000

São Paulo
million in 2040 of total households
Rio de Janeiro
HOUSEHOLDS WITHOUT 0 Campinas
CHILDREN CAR OWNERSHIP 2000 2020 2040

57.1% 62.2% Single Person

Couples with Children
Couples without Children Porto Alegre
of total households of total households Brasília
POPULATION AGED 0-14 GROWTH Households by Disposable Income (PPP) 2020-2040
Belo Horizonte
‘000 of households
35.8 -17.8% 80,000 Curitiba
million in 2040 period 2022-2040
60,000 Fortaleza
Households by Education of Household
Head 2040 40,000
% of total households Salvador

World 20,000
Recife
Latin America 0 0% 50% 100%
2020 2025 2030 2035 2040
Up to USD25,000
Brazil More than USD150,000 Between USD25,001 and USD75,000
0% 50% 100% Between USD75,001 and USD150,000 Between USD75,001 and USD150,000
Higher Secondary Between USD25,001 and USD75,000 Source: Euromonitor International from national
Primary and No Education Other Up to USD25,000 statistics/UN
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 HOUSEHOLDS 22
22

Elder men will remain key decision makers in Brazilian households

Looking ahead to 2040, Brazil's population will undergo notable Households by Age of Head of Household 2022-2040
% of total households
transformation, particularly evident in the significant increase in
100%
the average age of household heads. By the end of the forecast 90%
period, a staggering 58% of household heads will be aged over 50, 80%
(with more than 65% of them being over 60) as opposed to the 70%
46% recorded in 2022. 60%
50%
While the proportion of women serving as heads of households is 40%
on the rise and expected to reach 49% by 2040, men will continue 30%
20%
to predominantly hold decision-making roles within Brazilian 10%
households. 0%

Moreover, the typical head of a Brazilian household is anticipated

to possess only primary education or none at all, representing 60+ 50-59 40-49 30-39 20-29 Less Than 20
74% of all household heads.
Households by Age of Head of Household 2040
With an ageing population, there may be increased demand for % of total households
products and services tailored to older consumers. World
Additionally, recognising the growing role of women as
household heads could drive shifts in consumer preferences Latin America
and purchasing patterns. Businesses should also consider the
need to address educational disparities among household Brazil
heads when designing marketing strategies and product 0% 20% 40% 60% 80% 100%
offerings to effectively target the majority of this demographic. Less than 20 20-29 30-39 40-49 50-59 60+
Source: Euromonitor International from national statistics/UN
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 HOUSEHOLDS 23
23

Brazil is rapidly improving its internet connectivity, while consumers are highly tech-savvy
As of 2022, Brazil ranked 44th globally in the Network Readiness Possession of Digital Devices and Access to Broadband Internet
Index, pointing to improving internet connectivity in the country, by Household Type 2022/2040
% of households
advancing ICT infrastructure and rapidly expanding internet usage.

Possession of Mobile Access to Broadband

Extended Families
In fact, the share of the population using the internet grew from

Households with
Single-Parent Families
49% a decade ago to 85% in 2022 and is projected to reach 99% by

Internet
the end of the forecast period in 2040. Couples with Children
Couples without Children
According to Euromonitor’s Lifestyles Survey in 2023, compared to
Single Person
global peers, Brazilians are notably more eager to use online tools
to improve their everyday life - 85% of Brazilians are using Extended Families
communication or messaging apps (vs 69% globally), 81% video Single-Parent Families

Telephone
streaming services (vs 67% globally), 81% banking services or Couples with Children
accessing bank account (vs 64% globally) at least weekly, while 80% Couples without Children
are visiting or updating their social networking sites (vs 68% Single Person
globally) at least weekly. 33% of Brazilians are shopping online at
Extended Families

Personal Computer
least weekly, according to the survey.

Possession of
Rapidly expanding internet connectivity and rising consumer Single-Parent Families
digital literacy open up plentiful opportunities for businesses to Couples with Children
expand their online presence and target a young and tech-savvy Couples without Children
consumer base. Online retail gained massive growth momentum
Single Person
during the global pandemic and is projected to maintain solid
growth over the upcoming years, with consumers eager to turn 40 0 20 60 80 100
2022 2040
to digital shopping experiences. Source: Euromonitor International from national statistics
© Euromonitor International
 HOUSEHOLDS 24
24

Areas of opportunity

Families with children Home for everything Technology

▪ Families with children remain a ▪ COVID-19 and rising inflation strengthens ▪ 83% (vs 72% globally) of survey
substantial portion of Brazilian the home’s role as a place for work, respondents in Brazil say they use
households, resulting in significant education and entertainment. technology to improve their day-to-day
spending on children's products and lives.
▪ As with work, education-from-home is
services. This trend creates opportunities demanding significant shifts in ▪ Smart product applications continue to
for businesses to tap into this market by technology adoption and capabilities. expand into all key home areas,
providing high-quality, innovative and Besides growing demand for relevant including cooking, clothing, energy and
educational offerings that resonate with solutions in terms of hardware and pet care. The emergence of integrative
parents' aspirations to invest in their software, the education and work-from- home solutions allows for a more
children's futures. home trend empowers consumers to controlled smart home experience.
▪ Spending patterns differ based on the reach and obtain more, as they are no ▪ 32% of Brazilians said they are shopping
age of the children. Families with longer limited by geographic constraints. online at least weekly, while 50% use
younger children allocate more of their ▪ The shift towards home entertainment is the internet to compare prices of
budget to food and childcare, while
creating opportunities in the media products and services. Brazilians are
those with older children allocate more streaming, hobbies and games segments, also eager to use online streaming
towards education and transportation. as consumers are spending more time on services - 81% of respondents claim to
their smartphones, desktops and AR/VR use it at least weekly (compared to 67%
headsets. globally).
© Euromonitor International
 HOUSEHOLDS 25

Case study: Cross Commerce Store offers to connect Brazilians with foreign retailers
Characteristic Cross-Border Retail E-Commerce Market
▪ Cross Commerce Store, a Brazilian start-up Value (RSP) in Brazil 2017-2022
founded in October 2021, connects cross-border Retail value RSP, USD million
sellers to major online marketplaces in Brazil, 12,000
such as Mercado Libre, Americanas and
Amazon, to facilitate the sale of imported goods.
10,000

Context
▪ E-commerce has boomed in Brazil since the start of 8,000
the pandemic, prompting online marketplaces to
increase their international product ranges to offer
consumers more choice. Cross Commerce Store 6,000
currently serves around 30 Chinese sellers, who pay
a fee to have their products placed on Brazilian
marketplaces. 4,000
Consequence
▪ While Brazil offers significant growth potential for
2,000
international sellers, they face a market that is
fragmented and relatively inaccessible, with many
regulatory, language and cultural barriers. For their
0
part, Brazilians who want to buy from abroad face
2017 2018 2019 2020 2021 2022
inconveniences such as long delivery times.
Image source: Cross Commerce Store Passport edition: Digital Consumer Data 2023
© Euromonitor International
 Income and expenditure

© Euromonitor International
 INCOME AND EXPENDITURE 27
27

Today 2022: While gross income grows, middle class development remains subdued
COUN T RY SN AP SHOT Social Class Composition 2022 Cost of Living Index by Income Decile
% of total population aged 15+ 2017-2022
GROSS INCOME PER CAPITA GROWTH Brazil 2010=100
250
8,259 5.7% Latin America
200
USD in 2022 in 2022 150
World 100
DISPOSABLE INCOME MIDDLE CLASS 50
PER CAPITA IS ACCOUNT FOR 0% 50% 100% 0
Social Class A Social Class B Social Class C 2017 2018 2019 2020 2021 2022
25.7% 21.6% Social Class D Social Class E Decile 1 Decile 5 Decile 10
higher for males of total households
Income Distribution by Age 2022
WEALTHY AND AFFLUENT
USD ‘000 per capita Disposable Income per Capita in Top 10 Cities
2022
POPULATION GINI INDEX USD
123,104 53.8 Campinas
Brasília
in 2022 in 2022
Porto Alegre
Consumer Expenditure in Brazil 2022 São Paulo
% of total expenditure Rio de Janeiro
Belo Horizonte
Essential Spending Curitiba
Discretionary Spending Salvador
Fortaleza
Urban Expenditure Recife

0% 50% 100% 0 5,000 10,000 15,000

Source: Euromonitor International national
Brazil Latin America World statistics/Eurostat/UN/OECD
© Euromonitor International
 INCOME AND EXPENDITURE 28
28

Cost-of-living crisis hit the poorest the most, while also dragging middle class development
Following COVID-19 recovery, inflation in Brazil has been rising. Russia’s invasion of Ukraine and consecutive global supply disruptions and
surge in commodity prices, especially for energy products, led to further growing inflation in Brazil, reaching 9.3% in 2022. Essential
consumer categories including food and non-alcoholic beverages, housing and transport have witnessed the sharpest increase in prices
during the year, pressuring low-income households the most.
Euromonitor’s Lifestyles Survey data shows that nearly 30% of Brazilian respondents with annual incomes below USD20,000 have been
sometimes relying on credit cards, account overdrafts, or other consumer borrowing to cover their everyday expenses. Likewise, lower-
income and middle class consumers are also the most concerned about their current financial situation, and are more likely to have more
debt than savings.
Index of Consumer Prices in Brazil 2021-2022 Consumer Expenditure Growth by Category in Brazil 2021-2022
% change Real growth, %
Food and Non-Alcoholic Beverages Leisure and Recreation
Housing Miscellaneous Goods and Services
Transport Household Goods and Services
Health Goods and Medical Services Transport
Hotels and Catering Food and Non-Alcoholic Beverages
Leisure and Recreation Housing
Household Goods and Services
Hotels and Catering
Education
Communications
Miscellaneous Goods and Services
Clothing and Footwear
Alcoholic Beverages and Tobacco
Alcoholic Beverages and Tobacco
Clothing and Footwear
Education
Communication
Health Goods and Medical Services
0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0
Source: Euromonitor International national statistics/Eurostat/UN/OECD -20.0 0.0 20.0 40.0 60.0 80.0 100.0
© Euromonitor International
 INCOME AND EXPENDITURE 29
29

Gen Zs demonstrate highest intentions to increase spending and save more money
Spending Intentions over the Next 12 Months Overall Brazilians are somewhat reserved Intention to Increase Spending over the Next 12
n = 802, % of respondents
about their future spending potential, yet Months by Generation
Spending on
expect to be able to save more. According n = 802, % of respondents (increase)
travel/holidays to Euromonitor’s Lifestyles Survey in Spending on
travel/holidays
2023, 17% of Brazilian respondents
Spending on education project their future spending to increase Spending on new
technology
(vs 21% globally), while 61% anticipate
Spending on new their spending to increase over time (vs Spending on education
technology 44% globally).
Spending on health
Spending on health and Among provided categories in the survey, and wellness
wellness
Brazilians expect their spending on travel Spending on
and holidays to increase the most, experiences
Spending on experiences
followed by education and technology. Spending on clothing
and footwear
Spending on groceries
Baby Boomers, among other age
Spending on
generations, demonstrate the most groceries
Spending on clothing and reserved attitude towards their future
footwear spending, while Gen Zs expect their
0% 20% 40% 60%
spending to increase across all major
0% 20% 40% 60% 80% 100% Generation Z Millennials
categories, at the same time indicating Generation X Baby Boomers
Increase Decrease Stay the same
the highest potential to save more
Source: Euromonitor International Voice of the Consumer: Source: Euromonitor International Voice of the Consumer:
Lifestyles Survey, fielded Jan-Feb 2023 money. Lifestyles Survey, fielded Jan-Feb 2023
© Euromonitor International
 INCOME AND EXPENDITURE 30
30

Tomorrow 2040: Middle class projected to shrink down, while low-income groups dominate
COUN T RY SN AP SHOT Average Gross Income 2022-2040 Consumer Expenditure in 2040
USD Budget share
GROSS INCOME PER CAPITA GROWTH 14,000 29.0% 100%
12,000
11,019 1.6% 10,000
28.0% 80%
USD in 2040 CAGR 2022-2040

Growth Rate
8,000 27.0%
60%
DISPOSABLE INCOME MIDDLE CLASS 6,000 26.0%
PER CAPITA ACCOUNT FOR 4,000 40%
25.0%
8,973 16.0% 2,000
0 24.0%
20%
USD in 2040 of total households
0%
CITY GINI INDEX Decile 1 Decile 5 Decile 10
Average Gross Income in 2022 Essential Spending Discretionary Spending
São Paulo 51.4 Growth Rate in Average Gross Income over 2022-2040
will have the largest in 2040 Social Class Composition 2040 Social Class E by Age 2022/2040
number of wealthy households % of total population aged 15+

Gender Gap Outlook 2022-2040 Brazil

Women’s disposable income as a share of men’s
15-29
79.7% Latin Inner circle
79.7% 2022 30-44
America
79.6% Outer circle 45-64
World 2040 65+
79.6%
79.5% 0% 20% 40% 60% 80% 100%
79.5% Social Class A Social Class B Social Class C Source: Euromonitor International national
2022 2031 2040 Social Class D Social Class E statistics/Eurostat/UN/OECD
© Euromonitor International
 INCOME AND EXPENDITURE 31
31

Tomorrow 2040: Looming income inequality clouds rising average income in Brazil
The projected 21% expansion in Brazil's average gross income, Population by Income Bracket in Brazil in 2040
‘000 population
particularly among the elderly population, holds significant
implications for businesses. Companies should recognise the USD250,001+
USD150,001-250,000
increasing purchasing power of this demographic, which may lead
USD125,001-150,000
to higher demand for certain products and services catering to USD100,001-125,000
their specific needs, such as healthcare, retirement planning and USD80,001-100,000
leisure activities. USD70,001-80,000
USD60,001-70,000
However, the concerning aspect is the widening income inequality USD50,001-60,000
in Brazil. As the Gini Index is expected to rise from 53.7 to 58.6 by USD40,001-50,000
2040, businesses need to be mindful of the potential USD30,001-40,000
USD20,001-30,000
consequences. This rising inequality could result in a dual-market USD15,001-20,000
scenario, where a portion of the population has significant USD10,001-15,000
disposable income, while a larger segment struggles financially. To USD7,501-10,000
thrive in this environment, businesses may need to adapt their USD5,001-7,500
USD3,501-5,000
strategies to target both high-end and budget-conscious USD2,501-3,500
consumers. USD1,501-2,500
USD1,001-1,500
Moreover, addressing income inequality is not just a social
USD501-1,000
responsibility but also makes good business sense. Companies that USD0-500
actively engage in initiatives to reduce inequality, such as equitable
0 10,000 20,000 30,000 40,000
employment practices and community development projects, can Aged 15-49 Aged 50+
enhance their reputation and foster stronger consumer loyalty. Source: Euromonitor International national statistics
© Euromonitor International
 INCOME AND EXPENDITURE 32
32

Tomorrow 2040: Consumer market to grow on the back of rising income and urbanisation
The consumer market in Brazil, particularly in São Paulo, is poised Consumer Expenditure in Top 10 Cities in Brazil 2022-2040
for transformation through 2040. With a projected 21% increase in USD million, CAGR % 2022-2040

average gross income, there is potential for higher consumer 2.2%

spending. However, income inequality remains a challenge, as
reflected in the rising Gini Index. Belo Horizonte

Urbanisation, e-commerce and technological advancements are 2.1% Fortaleza

Brasília
expected to play significant roles, requiring businesses to adapt to
Campinas
digital trends. Sustainability, health and wellness, and cultural
diversity are emerging as key factors influencing consumer 2.0%
Recife
choices. Moreover, addressing infrastructure development and
catering to the diverse preferences of Brazil's population will be
Rio de Janeiro
essential for businesses seeking success in this evolving market 1.9%
Porto Alegre
landscape. Curitiba
Being the most populous cities in the country, São Paulo and Rio
1.8% Salvador
de Janeiro will retain their leading positions as the key consumer
markets in Brazil, by 2040 together accounting for 22% of total São Paulo
consumer expenditure in the country. Per capita expenditure in
the two largest cities is also projected to remain significantly 1.7%
higher compared to Brazil’s average, yet below that of Campanas, 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000
Per capita consumer expenditure 2040 (USD)
Brasília and Porto Alegre.
Source: Euromonitor International national statistics/Eurostat/UN/OECD
Note: Bubble size indicates consumer expenditure in 2040, USD million
© Euromonitor International
 INCOME AND EXPENDITURE 33
33

Areas of opportunity

Growing opportunities in health Younger wealthy consumers Bottom of the pyramid

▪The emergence of global pandemics has ▪ Wealth in Brazil will be accumulated ▪ According to projections, income
led to a heightened emphasis on both among mid-life consumers. By inequality in Brazil is expected to remain
mental and physical wellbeing among understanding the preferences, high compared to global standards.
consumers. As a result, Brazilian lifestyles, and purchasing power of this Social classes D and E are likely to
consumers are increasingly inclined to age group, businesses can tailor their continue being the prevailing segments
allocate a greater portion of their future marketing strategies and offerings to until 2040, while the middle class is
expenditures towards health and effectively capture their attention and projected to shrink further.
wellness, presenting opportunities for drive sales.
▪ At the lower end of the socioeconomic
businesses operating in these sectors. ▪ Brands that offer high-quality, premium pyramid, consumer needs already exist,
▪The significance of mental health has products and experiences can tailor and companies must focus on
reached parity with physical health, their offerings to appeal to the identifying these needs and creating
generating demand for stress-relief preferences and aspirations of this markets based on them. The key to
products. Notably, in a recent 2023 affluent consumer segment. success lies in generating wants and
survey, 58% of Brazilian respondents Additionally, businesses can explore needs within existing markets to
expressed their preference for meditation collaborations and partnerships with effectively cater to the diverse
as a prevalent stress-reduction solution, influencers or celebrities who resonate consumer base.
while more than 50% would choose with this age group to enhance brand
herbal remedies or massage. visibility and appeal.
© Euromonitor International
 INCOME AND EXPENDITURE 34

Case study: Cuponeria partners with Banco Bari to expand its cashback offer
Characteristic Brazilian consumers tend to buy more
▪ Cuponeria, a leading Brazilian discount platform, items or shop more often at stores or
entered into a partnership in 2021 with Banco websites where they have a loyalty
Bari, a digital bank start-up, to offer customers card/membership or a store credit card
cashback, exclusive coupons and vouchers. 2022/2023
Banco Bari customers are able to receive % of respondents
refunds for purchases, starting at 2.5% and
reaching 30% for special campaigns.
Context
▪ Cashback is a fairly recent concept in Brazil, having 2023
been introduced by many banks and card brands
during the pandemic as a way to attract and retain
customers.
▪ For 19% of Brazilian respondents, the ability to use
a loyalty rewards app or programme is a significant
shopping motivator, according to the survey.
Consequence 2022
▪ Coupons and cashback will continue to provide
an effective way for companies to get closer to
their customers and increase brand loyalty while
helping consumers to make economies in times
0 10 20
of uncertainty and rising inflation.
Image source: Cuponeria Passport edition: Lifestyles Survey, 2023
© Euromonitor International
 Lifestyles

© Euromonitor International
 LIFESTYLES 36
36

Key findings consumer survey

Generally, Brazilians are optimistic about their future outlook. According to Euromonitor’s Lifestyles Survey
2023, 63% of Brazilians believe that their life will be better in the future, notably more optimistic compared to
Values and outlook 48% of global respondents. Brazilians also expect to be better off financially (63% vs 48% globally), be
healthier (62% vs 46% globally) and happier (65% vs 53% globally) than they are now. Nevertheless, half of
Brazilian respondents also expect to see more political unrest in their country in the future.

While Brazilians expect to be better off financially, only 17% of respondents expect their overall spending to
increase in the future. On the other hand, Brazilian consumers are anticipating to be able to save more money
in the future - 61% of respondents said they project their savings to increase, compared to 44% globally. In
Finance and shopping
contrast to global counterparts, Brazilian consumers expect to spend more on experiences, leisure and
entertainment, including visits to cinema, concerts or theatre (33%), travel and holidays (41%), visits to
restaurants (33%) and spending on novelty experiences (33%).

Brazilians are eager to embrace technology in their everyday life, survey data shows. As of 2023, 81% (vs 67%
globally) of Brazilian consumers were using video streaming services, 85% (vs 69%) were using messaging or
communication apps, 81% (vs 64%) accessing bank account or using banking services and 80% (vs 68%) were
Home and technology
visiting or updating their social network site at least weekly. With further expanding internet connectivity and
rising adoption of new technologies, Brazilian businesses should look for ways to target consumers online,
offering them a wide range of services and engagement opportunities.
© Euromonitor International
 LIFESTYLES 37
37

Younger generations have a more positive outlook on their future

Outlook on life: Future impact in the next five years by generation
n = 1,006, % of respondents
Baby Baby
Generation Z​ Millennials​ Generation X​ Generation Z​ Millennials​ Generation X​
Boomers​ Boomers​

I will be less
I will be happier
75% 69% 63% 48% happy than I am 10% 9% 7% 8%
than I am now​
now​

I will be better I will be worse

72% 70% 58% 41% 12% 14% 13% 17%
off financially​ off financially​

I will have more I will have less

free time for 54% 58% 52% 58% free time for 25% 19% 16% 15%
myself​ myself​

I will work less I will work more

25% 29% 38% 58% 54% 41% 29% 11%
than I do now​ than I do now​

My life will be My life will be

77% 69% 55% 41% 11% 11% 10% 12%
better​ worse​

More activities
More activities
19% 22% 20% 24% will shift to in- 44% 47% 39% 34%
will shift online​
person

Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded Jan-Feb 2023
© Euromonitor International
 LIFESTYLES 38
38

Significant income inequality in Brazil is underscored by the disparities among income groups
The findings from Euromonitor's Lifestyle survey in Consumer Finance 2023
2022 shed light on the complex financial landscape in n =I rely
1,006, % of respondents
on government financial support or
Brazil. It reflects the stark income inequality that subsidies
persists in the country. While 32% of respondents
I rely on financial support from friends or
expressed comfort with their financial situation, a family
significant 28% expressed concerns, underlining the
economic disparities among different segments of I am able to regularly save a portion of my
income
society.
Nearly a third of those surveyed can regularly set aside I am concerned about my current financial
situation
savings, indicating financial stability, while 27% have
sufficient funds to cope with unforeseen emergencies, I have more debt than savings
showing a level of financial preparedness.
Conversely, 24% occasionally resort to credit cards or I sometimes rely on credit cards and other
consumer borrowing to cover expenses
overdrafts for covering daily expenses, underscoring
the contrasting socioeconomic circumstances I am comfortable with my current financial
prevalent across Brazil. These disparities present both situation
challenges and opportunities for businesses operating I have enough money readily available to
in the Brazilian market, necessitating tailored cover an unexpected emergency
0% 10% 20% 30% 40%
approaches to cater to the diverse financial needs of
the country’s population. Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded Jan-Feb 2023
© Euromonitor International
 LIFESTYLES 39
39

Brazilians are concerned about climate change and are trying to have a positive impact
Euromonitor’s Lifestyles Survey 2023 shows that Personal Traits and Values of Brazilian Consumers 2023
n = 1,006, % of respondents (agree and strongly agree)
more than 70% of Brazilians are worried about
climate change and are trying to have a positive I feel I can make a difference to the world through
impact on the environment through their everyday my choices and actions
actions. More than 60% of respondents aim to
reduce food waste, recycle items and curb plastic
I am worried about climate change
use, with Baby Boomers leading the trend with over
80% of respective respondents recycling and
reducing their food waste. Moreover, more than a I try to have a positive impact on the environment
half of Brazilians are trying to use less water and through my everyday actions
choose sustainable packaging, including refillable,
recyclable, biodegradable or compostable packaging Spiritual beliefs are an important part of my life
materials.
Spiritual beliefs are important to 63% of Brazilians, Being active in the community is important to me
compared to 51% of global respondents. Likewise,
Brazilians are also slightly more eager to actively
participate in social and political life compared to I like to enjoy life and don’t worry about planning
for the future
their global peers - 56% of respondents claim they
are voting in elections (vs 46% globally), while 50% 0% 10% 20% 30% 40% 50% 60% 70% 80%
are sharing their opinion on social or political issues Brazil Global
on media (vs 34% of global respondents). Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded Jan-Feb 2023
© Euromonitor International
 LIFESTYLES 40
40

Work-life balance remains a top priority, while employers’ social responsibility also matters
Having a job that allows for a strong work and life Work Priorities 2023
n = 1,003, % of respondents
balance remains a top priority for 37% of Brazilians in
2023, according to Euromonitor’s Lifestyles Survey.
Millennials and Baby Boomers are the ones seeking a
strong work-life balance the most among other age
groups, while Gen Xs value job security slightly more
than work-life balance.
While Gen Zs are only entering the labour market, they
value job security and strong work-life balance, yet
ability to earn a high salary remains the top priority for
this generation - 44% of Gen Z respondents picked
earning a high salary as one of the top priorities.
Earning a high salary also became more important for
Brazilian Gen Zs, as the share of this group picking it
among top priorities grew from 35% in 2019.
In contrast to global respondents, 25% (vs 17%
globally) of Brazilians value their employers’ social and
▪ To have a job that allows for a strong work and life balance
▪ To earn high salary
ethical responsibility. Being rather active in terms of ▪ To work for a company that takes ethical and social responsibilities seriously
social and political action themselves, Brazilians expect ▪ To work close to home
to work for a company demonstrating similar values ▪ To have a job security
and taking social responsibility seriously. Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded Jan-Feb 2023
© Euromonitor International
 LIFESTYLES 41
41

Quality matters, yet price remains a top priority for Brazilian consumers
Euromonitor’s Lifestyles Survey shows that nearly 60% of Shopping Attitudes and Motivations of Brazilian Consumers 2023
n = 1,006, % of respondents
Brazilian respondents are seeking bargains while shopping,
pointing to the high importance consumers are putting on I like to find bargains
prices in 2023. All age generations show high inclination to
find bargains, yet Baby Boomers stand out with more than I would rather buy fewer, but higher quality
70% seeking bargains, compared to 49% of their global things
counterparts. Buying eco-conscious/ethically-conscious
products makes me feel good
42% of Brazilian consumers are also trying to buy less but
higher quality goods, according to the survey. Elder I try to lead a minimalist lifestyle and do not buy
generations, particularly Baby Boomers and Gen X stand out new items unless necessary

as the ones valuing quality over quantity the most. I like to repair my items instead of purchasing
new ones
Also noteworthy, compared to their global counterparts,
Brazilian consumers are more eager to treat themselves I try to shop in locally-owned stores
with small treats - 27% of Brazilian respondents (vs 16%
globally) buy themselves products or services as they feel I try to purchase locally-sourced products and
they deserve them. Millennials and Gen X are most prone to services
treat themselves with small favours - 31% and 26% of I am willing to buy second-hand or previously-
respondents in the respective age generations (vs 19% and owned items
15% in the respective generations globally).
0% 10% 20% 30% 40% 50% 60% 70%

Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded Jan-Feb 2023
© Euromonitor International
 LIFESTYLES 42

Case study: Saif adds biodegradable packaged products to its portfolio

Characteristic Sustainable Packaging Features - Brazilian
▪ Saif is a regional home care player, with strong Consumers 2020-2023
presence in the south of Brazil.
Recyclable packaging
▪ The company has innovated and developed
biodegradable stand-up pouch packaging in
2022. Biodegradable packaging

Context
Refillable/Reusable
▪ The environmental footprint of products and packaging
production chains is an increasing concern,
especially among younger consumers. According to Packaging made with
Euromonitor’s Lifestyles Survey, 70% of Brazilians recycled content

are trying to have a positive impact on the

environment through their everyday actions. Paper packaging
Consequence
▪ This solution now applies to four products, Bio-based/Plant-based
packaging
namely multi-purpose cleaners, surface
cleaners, bathroom cleaners and grill cleaners. 0 20 40 60 80
▪ The final price is about 40% lower at the point 2023 2022 2021 2020

of sale, which is attractive to the consumer. Passport edition: Euromonitor International Lifestyles
Image source: Saif Survey 2020-2023
© Euromonitor International
 LIFESTYLES 43
43

Areas of opportunity

Spending squeeze 9-5 no more Setting new goals

▪ Consumers are having to find ways to ▪ Strict 9-to-5 pre-pandemic routines ▪ Emerging from the pandemic, many
manage their budgets during times of have been disrupted as consumers global consumers are looking for
high inflation and rising costs. As embrace more flexibility in all aspects of opportunities to improve and enhance
consumers want to maintain their their lives, particularly during the time their lives through upskilling, education
purchasing power levels, spending is they spend at home working, studying, and other learning opportunities, with
focused on finding best value and eating and relaxing. The expectation of an emerging need to respond to the
alternative ways of accessing goods. over a third of global consumers is to rising demand for self-improvement and
▪ As a result, the key to success during continue to be allowed the flexibility in further education.
their jobs to develop a strong work-life
this time of economic turbulence is to ▪ A large group of global consumers are
engage with consumers via innovative balance. also rethinking their values and setting
pricing strategies that offer alternative, ▪ Businesses will need to adapt their life goals in line with their personal
lower cost products and more added products and services to reach ethos. As a result, fully investing in the
value. consumers in the face of consumers’ customer relationship by continually
changing routines, expectations and telling their corporate “story” and
schedules. reminding customers of their values
through innovative marketing and
promotion must be recognised in order
to sustain business success.

© Euromonitor International
 Conclusion

© Euromonitor International
 CONCLUSION 45
45

Key findings

With a relatively stable birth rate, the Brazilian population is set to continue growing, recording
Population continues a projected 6.1% expansion over 2022-2040. Rising life expectancy also allows the country to
growing maintain a positive rate of natural change, yet poses challenges to support the expanding elder
population, and provide it with adequate services and products.

By 2040, Millennials and Gen Z will be mid-lifers, and are poised to become the most influential
Millennials to hold consumer segment in Brazil, standing out for their sizeable populations and high forecast
considerable influence over incomes - as compared to other age groups. Moreover, Millennials and Gen Zs are set to be the
the consumer market highest average gross income earners in 2040, as they establish a strong foothold and climb the
career ladder.

With rising global energy and food prices and climbing inflation, Brazilian middle class
Middle class struggles with consumers see increasing pressure on their purchasing power and disposable income. The
cost-of-living crisis middle class in the country is set to contract over the forecast period, while lowest-income
social classes E and D will continue dominating Brazilian demographics.

Consumers are having to find ways to manage their budgets during times of high inflation and
Consumers value individual
rising costs. As consumers want to maintain their purchasing power levels, spending is focused
approach
on finding best value and alternative ways of accessing goods.

© Euromonitor International
BRAZIL: CONSUMER PROFILE

For Further Insight please contact

Indrė Žebrauskaitė Jacques Olivier

Senior Analyst Consumer Consultant
indre.zebrauskaite@eurominitor.com jacques.olivier@euromonitor.com
linkedin.com/in/indre-zebrauskaite linkedin.com/in/jacques-olivier-64b328107/

Jana Rudė Anjali Jain

Consumer Insight Manager Consumers - Consultant
jana.rude@euromonitor.com anjali.jain@euromonitor.com
linkedin.com/in/Jana-Rude/ linkedin.com/in/anjalijain007/
@JanaRude

Jennifer Elster Kristina Balčiauskaitė

Lifestyles Insight Manager Senior Economies and Consumers Research Manager
jennifer.elster@euromonitor.com kristina.balčiauskaite@euromonitor.com
linkedin.com/in/jennifer-elster-58338722 linkedin.com/in/balciauskaite
@ElsterJennifer

© Euromonitor International
BRAZIL: CONSUMER PROFILE

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