Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

Discounters in Brazil experienced another year of declining retail value sales in 2025, with sales falling by 6%. This contraction continues a sustained downward trajectory since 2020, with the channel’s value decreasing from BRL 6.8 billion in 2020 to BRL1.6 billion in 2025. The decline is driven by several factors, most notably intensifying competition from warehouse clubs and a growing consumer shift towards more impulse-driven channels such as convenience stores. In addition, discounters is

In 2025, hypermarkets in Brazil recorded single-digit current value growth of 4%, a deceleration from the 6% achieved in 2024. Despite a positive performance, hypermarkets continue to lose ground to warehouse clubs, which are expanding rapidly nationwide by offering significantly lower prices. As a result, warehouse clubs have gained traction among price-sensitive shoppers, reflecting a clear shift in consumer behaviour towards affordability as a necessity rather than a preference. Retail groups

Supermarkets in Brazil achieved current value growth of 8% in 2025, marking a robust performance, albeit with a slight deceleration from the 10% growth seen in 2024. In the context of Latin America and global retail, this level of growth positions supermarkets in Brazil as outperforming many developed markets, where mature growth and economic headwinds have tempered expansion rates, yet it remains slightly below the double-digit gains seen in Brazil’s recent history.

In 2025, appliances and electronics specialists in Brazil recorded current value sales of BRL 75.1 billion, reflecting 5% growth compared to 2024. This performance is notable given the regional context, in which Brazil’s real GDP growth slowed to 2%, and inflation reached 5%, indicating a cautious consumer environment. Despite these macroeconomic challenges, appliances and electronics specialists remain the primary destination for sales, accounting for nearly half of all electronics and about a

Direct selling in Brazil delivered robust growth in 2025, with current value sales increasing by 9%. This performance stands out against a backdrop of a decelerating economy, as Brazil's real GDP growth slowed to 2% while inflation remained elevated at 5%. Despite these macroeconomic headwinds and a decline in the consumer confidence index to -0.9, direct selling maintained momentum, largely due to its entrenched role within beauty and personal care. Leading players such as Natura and Grupo Boti

Retail in Brazil is demonstrating strong momentum, with current value growth of 7% in 2025, outpacing real GDP growth of 2% and highlighting the industry's resilience despite persistent inflation of 5%. The attractiveness of the market is reinforced by robust consumer expenditure, with household spending accounting for 62% of GDP, alongside rapid digital transformation that is reshaping competitive dynamics.

Vending in Brazil recorded a 6% increase in current value in 2025, maintaining the pace of expansion seen in 2024. This performance was shaped by sustained consumer demand for quick, convenient purchasing options, with vending continuing to attract attention for offering immediate access to products without the need for human interaction or queuing. Notably, operators responded to evolving consumer expectations by broadening the assortment available through vending, thereby enhancing appeal to a

Apparel and footwear specialists in Brazil posted stronger-than-expected performance in 2025, with retail sales value reaching BRL 115.75 billion, up 5% from the previous year. This rebound stands out in Latin America, where many retail channels remained subdued amid persistent macroeconomic uncertainty and inflationary pressures. In Brazil, real GDP growth slowed to 2%, and inflation remained elevated at 5%.

Convenience retailers in Brazil achieved moderate current value growth in 2025, reaching BRL11.8 billion, building on a robust expansion seen in 2024. The main driver for this growth is the continued proliferation of convenience stores, particularly in metropolitan areas, with chains such as Oxxo and Minuto Pão de Açúcar accelerating their footprint. Consumer demand is increasingly shaped by the need for nearby, accessible solutions as routines become more hectic, reinforcing the appeal of these

In 2025, small local grocers in Brazil achieved retail value sales growth of approximately 2%, with sales reaching BRL 124.6 billion, following a period of volatility in the preceding years. This result is driven by the enduring appeal of proximity and convenience, as these shops continue to attract a substantial portion of Brazilian consumers despite a rising preference for warehouse clubs. These outlets remain particularly important for last-minute purchases and replenishing basic household it

Health and beauty specialists in Brazil delivered sustained value growth in 2025, with total sales reaching BRL 226.6 billion, representing a 9% increase over the previous year. This performance, while robust, reflected a slight moderation compared to previous years, influenced by macroeconomic headwinds. GDP growth softened to 2%, and inflation, though contained at 5%, still left many households cautious, with elevated interest rates and lingering debt tempering discretionary spending. Despite

Home products specialists in Brazil experienced modest current value growth in 2025, with total sales reaching BRL 114.7 billion, a 5% increase over the previous year. This growth represents a slowdown compared to the double-digit gains recorded in the post-COVID-19 rebound of 2022 and the robust 11% growth in 2023, reflecting a broader shift from post COVID-19 fuelled demand to a more price-driven environment.

General merchandise stores is returning to growth, with value sales rising to BRL34.6 billion in 2025, representing a 3% increase from the previous year. This performance stands out in a Latin American context where economic recovery remains gradual, in contrast to the volatility of 2023, when sales fell sharply. The improvement in Brazil’s macroeconomic environment, notably inflation easing to 5% and real GDP growth at 2%, supports a stabilisation of consumer confidence, even as interest rates

Retail e-commerce in Brazil continues its robust trajectory, recording another year of double-digit current value growth in 2025, with sales reaching BRL 394.6 billion, up 18% from the previous year. This performance is particularly notable against a backdrop of more moderate economic expansion, with real GDP growth at 2% and inflation at 5%. The resilience of retail e-commerce is supported by sustained consumer demand for convenience, increasing confidence in online platforms, and the operation

In 2025, tissue and hygiene in Brazil achieved current value growth of 8%, yet growth moderated compared to the previous few years, with the Brazilian landscape shifting more rapidly toward affordability and functional value. This environment remains highly attractive for brands that can successfully deliver cost-efficient, essential products, as Brazilian consumers demonstrate persistent price sensitivity, supporting strong momentum for private label, economy lines, and bulk formats. Robust un

Away-from-home tissue and hygiene in Brazil sustained current value growth in 2025, but the pace was more moderate compared with the immediate post-pandemic years, indicating a transition toward normalisation. Value sales reached BRL3,542 million, marking a 7% increase over 2024, yet this growth rate was lower than the double-digit expansion recorded in the previous two years. The context for this change was a macroeconomic environment characterised by modest GDP growth and inflation at 5%, whi

Retail tissue in Brazil demonstrated a notable rebalancing between value and volume performance in 2025, diverging from the price-led expansion seen in many regional peers. The year was characterised by moderate current value growth, with retail sales reaching BRL16,073 million and retail volumes climbing to 1.2 million tonnes, representing annual growth of 7% and 6%, respectively. This performance was underpinned by a renewed consumer focus on affordability due to inflationary pressures, leadin

Menstrual care in Brazil recorded steady retail current value growth in 2025, supported by moderate volume expansion and continued unit price adjustments. Retail volumes reached 10.4 billion units, with value sales rising to BRL3,691 million, representing a 2% increase in volume terms and a 4% increase in current value terms over 2024. In the context of stability in the female population aged 12-54, this was a solid performance. Compared to the wider Latin American context, Brazil’s performance

Nappies/diapers/pants in Brazil posted modest retail volume growth of 1% in 2025, to reach 10.8 billion units, shaped by declining birth rates and sustained cost-of-living pressures. The population aged 0-3 fell to 9.6 million in 2025, highlighting the demographic headwinds facing the category. Meanwhile, current value growth of 6% was seen, reaching BRL12,879 million, reflecting ongoing high inflation of 5%, but limited ability for companies to pass on price increases due to cautious consumer s

Wipes sustained strong current value growth in 2025 , reaching BRL2,066 million, with a 10% year-on-year increase. Value growth significantly outpaced volume growth, which was moderated by continued price sensitivity and input cost pressures. This performance reflected the ability of wipes to balance mass accessibility with incremental innovation, rather than experiencing a disruptive shift. The regional context saw wipes in Brazil continue to outperform many Latin American peers, with growth pr

Retail adult incontinence in Brazil delivered robust retail volume growth of 15% in 2025, with sales reaching 2.6 billion units. This expansion was fuelled by a combination of demographic momentum and rising awareness of incontinence as a manageable health issue. The expansion of the 65+ population was pronounced, with this age group rising to 24.3 million in 2025, from 23.3 million the previous year. Value growth outpaced volume growth, at 18% to reach BRL4,669 million, although sales remained

Rx/reimbursement adult incontinence in Brazil delivered a notable performance in 2025, with volumes reaching 122 million units, representing a year-on-year increase of 6%. This outpaced the previous year’s 2% growth and was stronger than the average trend observed in Latin America, reflecting the direct impact of domestic public health policies. The underlying demographic trend also boosted demand, with the population aged 65+ reaching 24.3 million in 2025, up by a million from the previous year

Bleach sales in Brazil continued to rise in 2025, recording 6% retail volume growth and 10% value growth, driven by the constrained financial situation of many local consumers. Price-sensitive Brazilians tend to turn to products that can serve multiple purposes while cleaning efficiently and providing a good cost-benefit ratio.