Megatrends in Brazil

MEGATRENDS IN BRAZIL
September 2021
The drivers shaping consumer behaviour
There are five socioeconomic drivers generating and shaping

consumer megatrends. These long-term shifts explain the ongoing
changes we see in consumer behaviour.
▪ Shifting Economic Power: Emerging market economies have
seen strong growth at a time when growth in advanced
economies has faced headwinds.
▪ Population Change: Trends such as urbanisation, migration
and ageing are combining to reshape consumer lifestyles and
purchasing decisions.
▪ Environmental Shifts and Pressures: Competition for
resources and increasing awareness of environmental
challenges are having a transformative effect on consumer
behaviour – sometimes at a rapid pace.
▪ Technology plays a pivotal role in consumer decision-making
and the ability of business to meet the needs of today's
consumer. It has created upheavals in consumer expectations,
lowered the barriers of entry and inspired new business
models.
▪ Changing Values: Hyperconnectivity is giving individuals access
to more information than ever before, educating them on
evolving social, cultural and political landscapes.
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021
© Euromonitor International MEGATRENDS IN BRAZIL PASSPORT 2

Megatrends in Brazil
Megatrends framework
Megatrends reports provide insight into the eight megatrends identified as being the most important cross-industry
trends that businesses should be focused on during the next 10-15 years. Megatrend analysis helps companies
understand these important market trends, enabling them to assess future impact and proactively build relevant
forward-thinking strategies. This report provides an overview of how these most influential megatrends are impacting
Brazil.
Businesses harness megatrends to renovate, innovate and disrupt
Innovative and disruptive companies that understand the drivers shaping the world and the resulting
megatrends use this to execute change from renovation, where a company improves on previous ideas to
increase market share, through to innovation, where a company grows an entire category, and ultimately
disruption, creating new markets where there were none before. Case studies in this report highlight
examples of companies’ responses to megatrends.

Digital Living
Consumers use a variety of internet-connected devices in order to experience and
interact with digital content and access services. This is set to grow, with
penetration of both the devices themselves and connected infrastructure spreading
across countries and generations of consumers. This expansion in the breadth and
depth of connectivity will continue to change the way consumers live, work, shop
and play, supplying consumers with the benefits of convenience, simplicity and
knowledge across their digital lives.
Digital living
With broadband penetration still relatively low, Brazilians are mobile-centric. Our survey shows
1 that almost all (96%) of our survey respondents own smartphones, and that popular weekly
mobile activities include banking (74% of respondents) and watching TV/videos (84%).
Brazilians are also amongst the leading users of social media, with 86% of respondents using their
2 phone to access social networks and 95% using messaging apps at least weekly. Furthermore, 52%
of Millennials and 48% of Gen X say it is important to cultivate their personal brand online.
Although 5G had still not been rolled out in Brazil by autumn 2021, there is growing interest in
3 smart home devices. 25% of respondents say they consider smart home functionality to be a key
home feature, while 16% say they already own in-home virtual assistant devices.

WhatsApp Pay relaunches in the midst of a mobile banking boom
▪ In May 2021, WhatsApp relaunched WhatsApp Pay, a

free service that allows users to send and receive
payments with their contacts directly inside the
chatting app’s conversations. The service had been
suspended since May 2021, due to privacy concerns.
▪ WhatsApp Pay is available to clients with Visa or
Mastercard debit or pre-paid cards issued by major
banks and banking start-ups, as well as the online
marketplace Mercado Libre.
▪ Users are able to send each other payments of up to
BRL1,000 daily and receive up to 20 transactions per
day, with a monthly limit of BRL5,000.
Key takeaways
▪ Mobile banking is reported to be booming in Brazil, as
mobile-centric consumers look for ways to simplify
their day-to-day activities. Indeed, Brazilian banks are
reported to be investing heavily in digital technology
to keep up with demand.
▪ WhatsApp Pay has significant growth potential, given
that WhatsApp is the country’s most widely used
74% of Brazilians use a mobile banking service
messaging app, with over 120 million users.
at least weekly

Mobile gaming is highly popular in Brazil

Millennials are the most connected cohort

Most consumers actively manage their data settings

Gen X are the most interested in receiving personalised offers

Friends and family remain the most trusted sources of information

Bounce back to face-to-face activities expected post-pandemic

Experience More
This is characterised by prioritising experiences over things, where consumers
engage directly with a product/service, and in return they receive an enhanced and
unique interaction with the brand. Consumers are seeking out authentic,
personalised experiences to suit their individual tastes, preferences and lifestyles.
Appealing to the senses and using technology as an enabler, brands strive to
provide a value-added experience.
Experience more
Brazilians are keen to try new things, both on- and offline. 59% of our survey respondents say it is
1 important to spend money on experiences, while a substantial 84% (versus just 58% of their global
counterparts) say they seek curated experiences tailored to their tastes.
Brazilians are a family-orientated people who like to share experiences with loved ones. As many
2 as 41% of respondents (versus 18% globally) say they prioritise time with extended family. At the
same time, however, 57% still like to have time for themselves.
Despite the pandemic, there is still a strong mall culture, with people meeting at shopping centres
3 for food and entertainment, as well as for window shopping. 44% of Brazilians say they go
shopping for leisure and 35% (compared to 27% globally) go to the cinema at least weekly.

E-sports firm Loud joins Facebook Gaming and monetises content
68% of Millennials play games on their mobile phones at least weekly
▪ Brazilian e-sports company Loud, founded in Key takeaways

2019, announced a partnership with Facebook in ▪ Mobile gaming has exploded in Brazil – especially since
August 2021. The deal will allow Loud to publish the start of the pandemic. The country’s e-sports industry
exclusive gameplay highlights from the popular now has around 9 million fans, enabling it to secure a
games Free Fire and GTA V on its Facebook page flurry of important sponsorships.
via the Facebook Gaming platform. ▪ The growth of video-on-demand (VOD) has prompted
▪ Notably, Loud will be the first gaming partner to social media platforms to seek ways to monetise content.
test Facebook’s new monetisation tools. Fans will Facebook has announced that by the end of 2022 it plans
be able to interact and support gamers, as well as to invest more than USD1 billion in programmes giving
pay tips to streamers and content creators. creators new ways to make money from the content they
publish on Facebook and Instagram.

Brazilians embrace all types of experience

Millennials are the most willing to spend money on experiences

Online socialising is more common than face-to-face amid pandemic

Relaxation and safety are the most important travel features

Gen Z not as sure as other generations about more in-person activities

Middle Class Reset
As the middle classes in developed markets struggle to maintain the economic
position they enjoyed for the last half a century, they have adopted many cautious
habits to maximise value for money and stretch their limited resources. These
include prioritising access over ownership, bargain hunting, and trading down in
order to trade up. Elsewhere, in emerging and developing economies, the middle
class continues to expand and enjoys rising incomes; however, their priorities and
habits are not dissimilar to those of their counterparts in developed markets, as
consumers increasingly shift away from wasteful, conspicuous consumption
towards more selective and conscious spending.
Middle class reset
Although Brazil is still a land of extreme income inequality, government programmes in recent
1 decades have lifted millions of people out of poverty. This has created a new lower middle class
consumer base that is driving demand for a range of discretionary products and services.
Nevertheless, the recession of 2015/16 – and more recently COVID-19 – have had a devastating
2 effect on jobs and the economy, making consumers more cost-conscious. A whopping 69% of
Brazilian respondents in our survey (compared with 48% globally) say they like to find bargains.
Brazilians are also more likely than their global counterparts to buy used items or rent items (38%
3 and 23%, respectively). Moreover, only 14% of respondents (versus 20% globally) say they plan to
increase overall spending in the next year and 36% say they will increase visits to discount stores.

ADDI offers consumers the chance to pay in interest-free instalments
49% of Brazilians make an in-store mobile payment at least weekly
▪ Colombian fintech company ADDI secured USD75

Key takeaways
million in new funding in September 2021 to help it
scale its “buy now pay later” (BNPL) offering in Brazil ▪ BNPL is currently one of the fastest growing
and Colombia. payment options in the world; however, despite a
local preference for paying in instalments, the
▪ ADDI, which entered the Brazilian market in March
sector has been slow to take off in Brazil.
2021, had made its payment option available to over
100 physical and online retailers by September. ▪ With consumers seeing their incomes squeezed,
and Brazil offering a growing target audience of
▪ When a purchase is paid for via ADDI, partner stores
mobile-centric, tech-savvy and often unbanked
receive the sales value within a week, while the
consumers, BNPL holds vast growth potential in the
customer can pay in up to three interest-free
country.
instalments.

Middle class consumers seek bargains amid belt-tightening

Gen Z are the most willing to buy pre-owned items

Repurposing gains traction as a way to make cost savings

Gen Z most likely to increase visits to discount stores

Premiumisation
Slowing volume growth has led brands to seek new ways to drive value expansion.
Concentration of wealth and income has created new demand for high-end
offerings. Consumers everywhere demand more choices and more tiers – from
discount and mass to “masstige,” luxury and beyond – allowing them to spend more
on what matters most. Global mass brands are giving way to niche brands and
personal “brand portfolios”, as consumers at all income levels seek products,
services and experiences which reflect their personal identity.
Premiumisation
Despite income restraints, consumers appreciate products that provide added value. As many as
1 75% of our survey respondents (compared with 63% globally) say they extensively research the
products and services they consume, and 75% say they like trying new products and services.
Quality is important to Brazilian consumers. 54% (versus just 38% globally) say they would rather
2 buy fewer but higher quality things, whilst 32% say they pick their travel destinations based on the
quality of shopping there.
When purchasing clothing and accessories, 47% of respondents (compared to 35% globally) say
3 they are willing to pay more for high quality. When buying food and drink, 42% (versus 23%
globally) are influenced by strong/well-known brands and 40% are influenced by superior taste.

Carrefour launches affordable organic range
▪ In July 2021, supermarket operator Carrefour

launched a line of organic foods in Brazil, which claim
to offer superior quality at prices up to 30% lower
than competitors’ organic offerings.
▪ The Carrefour Bio brand, which was already marketed
in other countries, such as France and Spain, consists
of around 100 products, including condiments,
beverages, frozen meals, tea, eggs, cereals, and coconut
and olive oils.
▪ The company has stated its intention to source the
products locally where possible in order to reduce its
environmental impact.
Key takeaways
▪ 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 environment.
▪ The high price tag of organic produce has hindered
growth of the sector so far, but Carrefour hopes to
33% of Gen X are influenced by 100% organic reach a wider consumer base with its affordable
claims when buying food and drink products.

Brazilians seek curated and tailored experiences

Gen X are the most likely to be looking for a simpler life

Consumers extensively research the products they consume

Novelty and quality trump value in most instances

Shifting Market Frontiers
As some areas of the globe become over-farmed, over-populated, or otherwise
reach their maximum potential, others are gaining prominence for their
unexploited potential. Emerging and developing countries will account for two
thirds of global GDP by 2030. As a result, companies are expanding their horizons
and looking for opportunities in Africa, China’s second tier cities and even the
Arctic and space.
Shifting market frontiers
Brazil is a melting pot of cultures, and before the pandemic affluent consumers were increasingly
1 flying to new destinations. For these reasons, a substantial 89% of Brazilian respondents in our
survey (compared to 68% globally) say it is important to experience other cultures.
Despite the pandemic and that fact that several international brands have left Brazil in recent
2 years due to difficult trading conditions, as many as 79% of respondents (versus 69% globally) say
international products are more readily available to them than they were five years ago.
Since the start of the pandemic, consumers – especially among the older generation – have tried
3 to support local businesses wherever possible. 37% of Baby Boomers say they try to purchase
locally-sourced products, while 34% of this cohort try to shop in locally-owned stores.

Starbucks launches initiative to support local coffee farmers
28% of consumers are influenced by food and drink products that support local communities
▪ Starbucks announced in August 2021 the opening of its Key takeaways

first “Farmer Support Center” in Brazil, representing its ▪ Coffee companies are becoming more
10th such facility globally. committed to sourcing coffee responsibly in
▪ The centre, located in Minas Gerais state, aims to response to increased interest in sustainability
improve the livelihoods of coffee farmers by working and ethical practices. Support of local farmers
alongside them and collaborating on long-term solutions also allows them to extend their vertical supply
to best support local communities. reach.
▪ Starbucks says it will educate growers in areas such as ▪ The market for coffee shops is growing strongly
ethical sourcing practices and local regulations, in Brazil, with Starbucks already having
regardless of whether or not they sell to the company. established 119 locations across the country.

Brazil’s multicultural consumers are open to international products

Over two fifths of Gen Z expect to work abroad

Baby Boomers are most focused on supporting local business

Shopping Reinvented
How we buy goods and services is constantly in flux, as economic and technological
realities shift. Consumers are now making purchases across multiple platforms,
and want to engage with merchants at any time and anywhere. The ideal customer
journey weaves a brand into the entire experience, providing value before, during
and after the purchase, converting a transaction into a relationship.
Shopping reinvented
Brazilians enjoy shopping and mall culture is strong. Indeed, our survey reveals that despite the
1 pandemic, half of Millennials still go shopping for leisure at least weekly, while as many as 87% of
all Brazilian respondents say they shop in stores that create engaging experiences.
Various lockdowns and an app-focused lifestyle have led to a boom in e-commerce. Notably, 41%
2 of Millennials say they buy products/services using their mobiles at least weekly, while 39% of Gen
Z say they make purchases using a social media platform.
Subscription services, in particular, have become more popular among young people. 36% of
3 Millennials say they use such services, with their top motivations including convenience (cited by
40% of this cohort) and being able to try a variety of new products (also cited by 40%).

iFood’s grocery delivery app surpasses the 5,000 retailers mark
▪ iFood, Brazil’s leading food delivery app, announced in

April 2021 that its iFood Mercado and “ultra-
convenience” services had partnered with over 5,000
retailers – an increase of almost 420% over the
previous year. The app’s ultra-convenience service – in
operation since December 2020 – offers grocery
deliveries in less than 10 minutes.
▪ iFood Mercado is now present across more than 400
municipalities, and the company reports that between
June 2019 and March 2021 around 150 million items
were ordered via the app.
Key takeaways
▪ Locked-down consumers drove a surge in demand for
on-demand food delivery services during the
pandemic, and the sector still holds vast growth
potential as more people come online.
▪ The sector will nevertheless continue to face debates
over gig-worker benefits. Couriers in Brazil took part
in street protests in 2020, prompting iFood to invest
39% of Millennials buy groceries online at least heavily in improving working conditions for its
monthly drivers.

Most consumers prefer in-store shopping despite online boom

Almost half of Brazilians are active on companies’ social media feeds

Millennials are most likely to engage with brands online

Sustainable Living
Among consumers and businesses, increasing attention is being paid to ethics and
moral values. This translates into decisions being framed by concerns about the
environment, sustainability, animal welfare, production and labour practices, as
well as desires to positively impact communities and people.
Sustainable living
In light of worrisome issues such as deforestation and droughts, awareness of environmental

1 issues appears to be at an all-time high. According to our survey, 76% of Brazilians say they are
worried about climate change, and 60% (compared to 44% globally) are trying to use less water.
Conscious consumerism is also growing, especially among the urban middle classes. 44% of
2 respondents (compared to 32% globally) say they buy sustainably produced items, while 36%
(versus 22% globally) say they buy products and services from purpose-driven brands/companies.
Reducing food waste and plastics use are also areas of concern: 70% of survey respondents – far
3 higher than the global average of 59% – say they are trying to reduce food waste, and 67% try to
reduce their use of plastics. Moreover, 71% (compared to 56% globally) say they recycle.

Planet Smart City partners with Enel X for sustainable energy solutions
53% of Brazilians want to reduce their energy consumption
▪ Planet Smart City partnered with sustainable energy specialist Key takeaways
Enel X in March 2021 to bring smart energy solutions to its ▪ Smart city models offering sustainable
housing projects in Brazil. energy solutions are a growing trend in
▪ The companies will equip Planet Smart’s communities with a developing countries with high housing
variety of IoT-enabled products and services, including deficits.
intelligent streetlights and smart home devices. ▪ Such projects aim to improve the quality of
▪ Planet Smart City currently has four smart city projects life for residents at a low cost to individuals,
underway in Brazil (Laguna, Natal, Aquiraz and Viva!Smart). whilst also promoting inclusivity and
The partnership plans to launch 44,500 housing units by 2025. sustainability.

Brazilians are keen to play their part in protecting the environment

Recycling, food waste and plastics use are top concerns

Consumers want to make their voice heard

Recyclable and biodegradable packaging are considered most sustainable

Wellness
Healthy lifestyle habits, inside and outside the home, are becoming a more normal
way of life, as concerns over obesity, food sensitivity and the number of people
affected by different types of disease continue to rise. Furthermore, a more holistic
approach to wellness is being adopted which encompasses spiritual and mental
wellbeing, alongside physical health. Continued focus on health and wellbeing
entails a wider lifestyle shift and evolving attitudes towards healthcare, nutrition,
beauty, physical activity and overall self-improvement. The pursuit of optimal
wellness is also reflected in continued product development, as well as
technological and digital advancements to fit consumers’ new priorities.
Wellness
Reflecting Brazil’s growing obesity problem and pandemic-related health concerns, consumers are
1 taking a greater interest in preventative health. As many as 44% of our survey respondents in the
country (compared to 29% globally) say they keep track of the calories they consume.
Consumers are taking a more holistic approach to health that focuses on both the mind and body.
2 50% of respondent say they take health supplements at least weekly; while a substantial 71%
(compared to 55% globally) practice meditation, and 61% take herbal remedies to relieve stress.
Online fitness classes have become popular during the pandemic, with as many as 38% of
3 Millennials saying they take them at least weekly. Outside the home, cycling and running remain
popular, with 40% and 45% of respondents undertaking these activities at least weekly.

The New Butchers expands its range of plant-based foods
34% of Brazilians say they are trying to reduce their meat consumption
▪ Brazilian plant-based foods firm The New Butchers Key takeaways

expanded its range in 2021, with several new pea ▪ Meat consumption in Brazil – one of the biggest
protein-based products, including The New Chicken beef exporting nations in the world – is traditionally
2.0, The New Burger and The New Fish. very high. However, consumers have in recent years
▪ The New Butchers, which was founded in 2019 by been reducing their meat consumption for reasons
triathlete and vegan entrepreneur Bruno Fonseca, is of health and concerns about the environmental
now present in more than 700 retail outlets in Brazil. impact of livestock farming.
▪ New funding secured in March 2021 will help the ▪ Start-ups such as The New Butchers are responding
company to expand its 1,000 sq m production facility to the growing demand for products that are meat-
in response to growing demand from retailers. free, tasty and affordable.

Almost three quarters of Brazilians say they seek healthy ingredients

Millennials are the most physically active cohort

Meditation is the most commonly used antidote to stress

Brazilians align with their global counterparts in terms of health tech

Consumers are highly cautious about health and safety amid pandemic

Megatrends in Brazil
Leverage the power of Megatrends to shape your strategy today

The importance of megatrend Don’t miss our other megatrend How Euromonitor Consulting can
analysis reports help
Today’s environment of fast-paced ▪ Digital Living In addition to education and
change makes it more challenging ▪ Experience More awareness, Euromonitor
than ever to keep up with ▪ Middle Class Reset International partners with
competitors. Megatrend analysis businesses to quantify the current
▪ Premiumisation
helps businesses better anticipate and forecast impact of megatrends,
▪ Shifting Market Frontiers
market developments and lead both prioritising which megatrends and
incremental and disruptive change ▪ Shopping Reinvented industry/category level trends to
for their industries. Euromonitor’s ▪ Sustainable Living innovate against and the next steps
white paper “Megatrend Analysis: ▪ Wellness for the company. To learn more
Putting the Consumer at the Heart about how we can activate
of Business” provides instructions megatrend analysis at your
on how to conduct megatrend company, please visit
analysis for your business. http://www.euromonitor.com/cons
ulting-consultation-request.

FOR FURTHER INSIGHT PLEASE CONTACT
Gina Westbrook
Director Consumer Trends
[email protected]
Experience more...
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MEGATRENDS IN BRAZIL

The drivers shaping consumer behaviour

There are five socioeconomic drivers generating and shaping

© Euromonitor International MEGATRENDS IN BRAZIL PASSPORT 2

Businesses harness megatrends to renovate, innovate and disrupt

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

© Euromonitor International MEGATRENDS IN BRAZIL PASSPORT 4

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

© Euromonitor International MEGATRENDS IN BRAZIL PASSPORT 6

WhatsApp Pay relaunches in the midst of a mobile banking boom

▪ In May 2021, WhatsApp relaunched WhatsApp Pay, a

© Euromonitor International MEGATRENDS IN BRAZIL PASSPORT 7

Mobile gaming is highly popular in Brazil

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

© Euromonitor International MEGATRENDS IN BRAZIL PASSPORT 8

Millennials are the most connected cohort

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

© Euromonitor International MEGATRENDS IN BRAZIL PASSPORT 9

Most consumers actively manage their data settings

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

© Euromonitor International MEGATRENDS IN BRAZIL PASSPORT 10

Gen X are the most interested in receiving personalised offers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

© Euromonitor International MEGATRENDS IN BRAZIL PASSPORT 11

Friends and family remain the most trusted sources of information

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

© Euromonitor International MEGATRENDS IN BRAZIL PASSPORT 12

Bounce back to face-to-face activities expected post-pandemic

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

© Euromonitor International MEGATRENDS IN BRAZIL PASSPORT 13

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

© Euromonitor International MEGATRENDS IN BRAZIL PASSPORT 15

E-sports firm Loud joins Facebook Gaming and monetises content

68% of Millennials play games on their mobile phones at least weekly

▪ Brazilian e-sports company Loud, founded in Key takeaways

© Euromonitor International MEGATRENDS IN BRAZIL PASSPORT 16

Brazilians embrace all types of experience

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

© Euromonitor International MEGATRENDS IN BRAZIL PASSPORT 17

Millennials are the most willing to spend money on experiences

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

© Euromonitor International MEGATRENDS IN BRAZIL PASSPORT 18

Online socialising is more common than face-to-face amid pandemic

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

© Euromonitor International MEGATRENDS IN BRAZIL PASSPORT 19

Relaxation and safety are the most important travel features

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

© Euromonitor International MEGATRENDS IN BRAZIL PASSPORT 20

Gen Z not as sure as other generations about more in-person activities

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

© Euromonitor International MEGATRENDS IN BRAZIL PASSPORT 21

Middle class reset

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

© Euromonitor International MEGATRENDS IN BRAZIL PASSPORT 23

ADDI offers consumers the chance to pay in interest-free instalments

49% of Brazilians make an in-store mobile payment at least weekly

▪ Colombian fintech company ADDI secured USD75

© Euromonitor International MEGATRENDS IN BRAZIL PASSPORT 24

Middle class consumers seek bargains amid belt-tightening