Brazilian Lifestyles Market Report 2022
[{"name":"Consumer Lifestyles","url":"https:\/\/store.mintel.com\/industries\/consumers-trends\/consumer-lifestyles"},{"name":"Culture and Identity","url":"https:\/\/store.mintel.com\/industries\/demographics\/culture-identity"}]
“Eagerly anticipated as a year of post-pandemic recovery, 2022 has been marked by high prices and interest rates, a drop in purchasing power and limited access to a better quality…

Brazilian Lifestyles Market Report 2022

£ 3,265 (Excl.Tax)


“Eagerly anticipated as a year of post-pandemic recovery, 2022 has been marked by high prices and interest rates, a drop in purchasing power and limited access to a better quality of life for the vast majority of the Brazilians. In this context, most categories must deal with consumers who prioritize the physical and mental wellbeing of their family and their surroundings, and whose budgets have little room for unforeseen events and indulgences.”
– Ana Paula Gilsogamo, Senior Research Analyst – Latam

This Report investigates the following issues and their impact on Brazilians’ lifestyles:

  • Life changes in the past year and expectations for 2023
  • Impacts on the economy, employment, wellbeing and family composition
  • Categories overview: what happened and what’s next for food (in and out of home), non-alcoholic beverages, alcoholic beverages (at home and on-premise), health and wellbeing and personal finance
  • Current life priorities and post-pandemic behaviors and habits
  • Shopping habits and strategies to save

Table of Contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Economy and work
            • Population and household composition
              • Food and drinks
                • Health and wellbeing
                  • Pets, tech and leisure
                    • Market overview
                    • Brazil Today – The Economy

                      • Inflation and limited purchasing power impact essential categories
                        • Figure 1: Rates of inflation for general index and individual categories , 2021 and Jan -Jul 2022
                      • High dollar impacts prices in several categories, especially imported items and international tourism
                        • Figure 2: Exchange rate – R$/$ – commercial – purchase – average – Brazil, July 2021 to July 2022
                      • Conflict in Ukraine impacts supply chain and increases oil prices
                        • Unemployment, informality, remote work and burnout
                          • Inflation, high interest, unemployment lead to record number of defaulters
                            • Start of 5G implementation in Brazil
                            • Brazil Today – The Population

                              • Brazil returns to the hunger map: more than half face food insecurity
                                • Percentage of young people who neither work nor study grows
                                  • After an increase in divorces in 2020, number of civil unions grows
                                    • COVID-19 has long-term impacts on physical and mental health
                                    • Category Overview

                                      • Food: in-home and out of home
                                        • What you need to know
                                          • What we think
                                            • Highlights
                                              • Consumers have started cooking more at home and intend to keep this habit after the pandemic ends
                                                  • Figure 3: Golden Mix’s curcuma-based powder
                                                • Consumers still want immunity-boosting products
                                                  • Challenges
                                                    • High food prices impact foodservice
                                                      • Figure 4: Burger King’s discounts and payment options
                                                      • Figure 5: The Coffee app
                                                    • Reducing snacking an easy way to cut calories and save money
                                                      • The future
                                                        • Gen Zs can encourage experimentation with innovative food and drinks at home
                                                          • Figure 6: Cana’s drink printer
                                                        • Future of food service is flexible spaces
                                                          • Figure 7: Starbucks PickUp
                                                        • Non-alcoholic drinks
                                                          • What you need to know
                                                            • What we think
                                                              • Highlights
                                                                • Innovative flavors can boost carbonated soft drinks
                                                                  • Figure 8: TURF Analysis – Motivation to consume – Carbonated soft drinks, 2021
                                                                • Search for wellbeing boosts consumption of non-alcoholic drinks
                                                                  • Challenges
                                                                    • Economic crisis changes consumption of non-alcoholic drinks
                                                                      • Figure 9: Non-alcoholic beverage launches with economic positioning, by top 10 markets, 2018-20
                                                                    • New labeling model may impact sugary drinks
                                                                      • The future
                                                                        • Sustainability should drive product launches
                                                                          • Technology may help reduce sugar content
                                                                            • Alcoholic Drinks at Home and On-premise
                                                                              • What you need to know
                                                                                • What we think
                                                                                  • Highlights
                                                                                    • Growth opportunities in RTD options
                                                                                      • Figure 10: Perceptions and attitudes about RTD alcoholic drinks, Brazil, 2021
                                                                                    • At-home consumption the main location
                                                                                      • Figure 11: Consumption occasion, 2021
                                                                                    • Challenges
                                                                                      • Brands face the challenge of offering economical options while maintaining quality
                                                                                        • The future
                                                                                          • The wine category has grown in the Brazilian market
                                                                                            • Low-alcohol drinks could grow by responding to consumers’ health concerns
                                                                                              • Health and wellbeing
                                                                                                • What you need to know
                                                                                                  • What we think
                                                                                                    • Highlights
                                                                                                      • Interest in strengthening the immune system drives consumption of vitamins and supplements that contribute to microbiota balance
                                                                                                          • Figure 12: Vitamins and supplements that contribute to the intestinal microbiota health
                                                                                                        • Small appliances can help Brazilians spend less time on domestic chores
                                                                                                            • Figure 13: Finish campaigns in partnership with Brastemp and Electrolux
                                                                                                          • With routines focused on skincare, Brazilians show interest in functional makeup
                                                                                                              • Figure 14: Face makeup products with benefits for oily and acne-prone skin
                                                                                                              • Figure 15: Lip products that combine treatment and makeup
                                                                                                            • Water crisis drives demand for solutions that reduce water waste
                                                                                                                • Figure 16: Bar soaps with fast rinse technology
                                                                                                              • Challenges
                                                                                                                • Inclusive beauty agenda gains strength and challenges brands to incorporate changes in their communication
                                                                                                                    • Figure 17: #EmbraceYourskin campaign – US, September 2021
                                                                                                                  • At-home chemical hair treatments increase demand for professional products
                                                                                                                      • Figure 18: Hair bleach at home products
                                                                                                                    • The future
                                                                                                                      • Sexual health/wellbeing new arenas to be explored by feminine hygiene brands
                                                                                                                        • Figure 19: Queen V intimate region care products
                                                                                                                      • Increasing awareness of ethical/sustainable practices drive clean beauty movement
                                                                                                                        • Figure 20: Products with ethical and fair-trade credentials
                                                                                                                        • Figure 21: Leading brands innovate in eco-friendly packaging
                                                                                                                      • Personal Finance
                                                                                                                        • What you need to know
                                                                                                                          • What we think
                                                                                                                            • Highlights
                                                                                                                              • Staycations to remain on the rise even after the pandemic
                                                                                                                                • Supplements appeal to owners who want to increase their pets’ wellbeing
                                                                                                                                  • Challenges
                                                                                                                                    • Companies need to review work models with a focus on employee wellbeing
                                                                                                                                      • Brands can create spaces to encourage leisure activities and sports practice outdoors, especially in urban centers
                                                                                                                                        • The future
                                                                                                                                          • Smart appliances and voice assistants help consumers accomplish tasks
                                                                                                                                            • Agility and more delivery options attracti frequent online shoppers
                                                                                                                                            • Changes in Spending

                                                                                                                                              • Greater variety of formats that stimulate relaxation can gain space
                                                                                                                                                • Figure 22: Spending changes, by category, 2022
                                                                                                                                              • Safer, higher-yielding and convenient household care products may appeal to those who are parents and pet owners
                                                                                                                                                • Figure 23: Spending changes – Household products, by the presence of children (aged 0-12) and pets in the household, 2022
                                                                                                                                              • Vacation planning gains in consumer budgets
                                                                                                                                                • Figure 24: Spending changes – Vacation planning, 2022
                                                                                                                                                • Figure 25: How does it work? Home Exchange
                                                                                                                                            • Past Year Life Events and Expected Life Events

                                                                                                                                              • Relocation marked the year for almost a quarter of Brazilians in 2021 and is expected to continue throughout 2023
                                                                                                                                                • Figure 26: Past year life events and expected life events – Relocation, 2022
                                                                                                                                                • Figure 27: Weather-proof laundry solution! KHIND’s Rent-to-Own Washer Dryer WD1438
                                                                                                                                                • Figure 28: Kazoo rental and repair of household appliances
                                                                                                                                              • Pet market has growth potential in Northeast, with emphasis on products and services for cats
                                                                                                                                                • Figure 29: Past year life events and expected life events, by region, 2022
                                                                                                                                                • Figure 30: Product disclosure – UAU Design
                                                                                                                                              • Rising car and fuel prices create demand for cost-effective transportation solutions for young adults
                                                                                                                                                • Figure 31: Past year life events and expected life events, by age group, 2022
                                                                                                                                                • Figure 32: How it works – Ford Go
                                                                                                                                            • Life Priorities

                                                                                                                                              • Demand grows for diverse approaches to mental/emotional wellbeing
                                                                                                                                                • Figure 33: Life priorities, 2022
                                                                                                                                                • Figure 34: Acolhe LGBT+
                                                                                                                                              • Paying off debt a priority in all socioeconomic groups
                                                                                                                                                • Figure 35: Life priorities – Paying off debt, by socioeconomic group, 2022
                                                                                                                                                • Figure 36: How it works – Pagou Fácil
                                                                                                                                              • Community gardens, vertical farms and direct purchases from producers can help C and DE consumers have a more sustainable lifestyle and a healthier diet
                                                                                                                                                • Figure 37: Life priorities, by socioeconomic group, 2022
                                                                                                                                                • Figure 38: Rural production areas
                                                                                                                                                • Figure 39: Wikifarmer
                                                                                                                                            • Post-pandemic Behavior

                                                                                                                                              • Consumers spend more cautiously, give up face-to-face experiences
                                                                                                                                                • Figure 40: Post-pandemic behavior – CHAID – Tree output, 2022
                                                                                                                                                • Figure 41: Porto.Pet
                                                                                                                                              • Out-of-home social events an opportunity for new looks
                                                                                                                                                • Figure 42: Post-pandemic behavior – At home vs. out of home, 2022
                                                                                                                                                • Figure 43: Pleasing pop-up store at Coachella, 2022
                                                                                                                                              • Young women defining new social etiquette
                                                                                                                                                • Figure 44: Post-pandemic behavior, by gender and age, 2022
                                                                                                                                                • Figure 45: Surf travel in Bali
                                                                                                                                            • Purchase Behavior

                                                                                                                                              • Technology can bring convenience to Brazilians’ daily lives
                                                                                                                                                • Figure 46: Purchase behaviors, 2022
                                                                                                                                              • Kits can help those who live alone develop DIY skills
                                                                                                                                                • Figure 47: Purchase behaviors, by size of household, 2022
                                                                                                                                                • Figure 48: Kit for making a knitted hat – Para Moda
                                                                                                                                                • Figure 49: Sculpd Pottery Kit
                                                                                                                                              • Gen Zs stand out for borrowing/sharing products and services to save money
                                                                                                                                                • Figure 50: Purchase behaviors, by post-pandemic behavior, 2022
                                                                                                                                                • Figure 51: OMO Lavanderia Compartilhada (Shared Laundry)
                                                                                                                                            • Appendix – Abbreviations

                                                                                                                                              • Abbreviations
                                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                                • In-home food
                                                                                                                                                  • Figure 52: Retail sales in value of in-home food, 2016-21
                                                                                                                                                • Out-of-home food
                                                                                                                                                  • Figure 53: Retail sales in value, of out-of-home food 2016-21
                                                                                                                                                • Non-alcoholic drinks
                                                                                                                                                  • Figure 54: Retail sales in value of non-alcholic drinks, 2016-21
                                                                                                                                                • In-home alcoholic drinks
                                                                                                                                                  • Figure 55: Retail sales in value of in-home alcoholic drinks, 2016-21
                                                                                                                                                • Out-of-home alcoholic drinks
                                                                                                                                                  • Figure 56: Retail sales in value of out-of-home alcoholic drinks, 2016-21
                                                                                                                                                • Beauty and personal care
                                                                                                                                                  • Figure 57: Retail sales in value of BPC, 2016-21
                                                                                                                                                • OTC and prescription pharmaceuticals
                                                                                                                                                  • Figure 58: Retail sales in value of otc and Rx pharmaceticals, 2016-21
                                                                                                                                                • Household care
                                                                                                                                                  • Figure 59: Household care retail sales in value, 2016-21
                                                                                                                                                • Home and garden
                                                                                                                                                  • Figure 60: Home and garden retail sales in value, 2016-21
                                                                                                                                                • Clothing and accessories
                                                                                                                                                  • Figure 61: Retail sales in value of clothing and accessories, 2016-21
                                                                                                                                                • Transportation
                                                                                                                                                  • Figure 62: Retail sales in value of transportation, 2016-21
                                                                                                                                                • Vacations
                                                                                                                                                  • Figure 63: Retail sales in value on vacations, 2016-21
                                                                                                                                                • Technology and communications
                                                                                                                                                  • Figure 64: Retail sales in value of technology and communations, 2016-21
                                                                                                                                                • Leisure and entertainment
                                                                                                                                                  • Figure 65: Retail sales in value on leasure and entertainmet, 2016-21
                                                                                                                                                • Personal finance and housing
                                                                                                                                                  • Figure 66: Personal finance and housing sales in value, 2016-21
                                                                                                                                                • Miscellaneous items
                                                                                                                                                  • Figure 67: Retail sales in value of miscellaneous items, 2016-21

                                                                                                                                              About the report

                                                                                                                                              This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


                                                                                                                                              Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


                                                                                                                                              Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


                                                                                                                                              Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


                                                                                                                                              Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                                                                              *databooks not available with UK B2B Industry reports.

                                                                                                                                              Below is a sample report, understand what you are buying.

                                                                                                                                              Click to show report
                                                                                                                                              2024 Sample Consumer Cover

                                                                                                                                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

                                                                                                                                              Trusted by companies. Big and small.

                                                                                                                                              Want to speak to us directly?

                                                                                                                                              Contact us with your enquiry and our expert global team can help.

                                                                                                                                              Get in touch