The writing instruments market in Brazil is characterised by a shift towards higher-priced and sustainable products, driven by consumer preferences and the growing number of high-net-worth individuals. Brands that focus on sustainability, premiumisation, and technological innovation are well-positioned to capitalise on emerging trends.

The personal accessories market in Brazil demonstrated resilience in 2025, growing by 9% in current value terms to BRL43.1 billion, driven by premiumisation and tech innovation. This growth was supported by an 11% increase in jewellery sales, driven by tech innovation, gifting, and aspirational purchases. The market is expected to continue growing at a CAGR of 4% from 2025 to 2030, reaching BRL52.1 billion by 2030. The attractiveness of this market is underscored by the growing number of high-ne

The jewellery market in Brazil demonstrated robust growth in 2025, with an 11% increase in current terms driven by premiumisation and symbolic gifting, resulting in a total retail value of BRL23 billion. This growth was largely supported by affluent consumers seeking investment pieces and symbolic purchases, contributing to the strong performance of fine jewellery, which reached BRL20.4 billion. Meanwhile, costume jewellery remained the largest category in terms of retail volume, with sales of 3

The bags and luggage market in Brazil demonstrated resilience in 2025, with growth in current value terms driven by demand for quality, design, and sustainability, despite a slowdown in retail volume growth. The rebound of domestic and international travel significantly boosted value sales, with consumers investing in travel-related accessories. The market is expected to continue growing, driven by trends such as travel and tourism, premiumisation, and sustainability. Brands that prioritise inno

The traditional and connected watches market in Brazil exhibited significant growth in 2025, driven primarily by connected watches, which saw a retail volume of 2 million units after growth of 12%. The overall retail volume for traditional and connected watches reached 12 million units, with a growth rate of 0.4%. This growth was largely driven by rising demand for wellness features, convenience, and tech integration, particularly among Gen Z and Millennial consumers. The market is expected to c

Menswear in Brazil demonstrated resilience in 2025, with growth in both retail volume and value terms, driven by the return to in-person work and social events, and rising interest in athleisure and functional fashion. The market is expected to continue growing over the forecast period driven by rising disposable income and demand for versatile, comfortable, and stylish pieces. The competitive landscape is fragmented, with leading companies maintaining their positions through strategic moves suc

Childrenswear in Brazil demonstrated resilience in 2025, with retail value sales of BRL27.6 billion, albeit with a slight decline in retail volume terms. Value growth was driven by premiumisation and price rises, with the market expected to continue growing over the forecast period to reach BRL36.2 billion. This growth is set to be driven by emerging trends such as premiumisation and sustainability, with parents increasingly prioritising quality and eco-friendly products. The attractiveness of t

The apparel accessories market in Brazil was characterised by modest value growth and a decline in retail volume terms in 2025, with consumers prioritising core fashion items over add-ons. The market is expected to grow at a CAGR of 4% over the forecast period, reaching BRL2.5 billion by 2030, driven by the increasing influence of fast fashion platforms and algorithm-driven discovery. The competitive landscape is highly fragmented, with tech-enabled players like Shein and Temu driving innovation

In 2025, sportswear in Brazil demonstrated resilience, outperforming the broader apparel and footwear market. Growth was driven by strong consumer demand for wellness-oriented lifestyles, athleisure, and functional apparel. The category's value reached BRL36.8 billion, with sports footwear being the largest category with sales of BRL21.5 billion. The market is attractive due to its growth potential, driven by trends such as sustainability, technological innovation, and the increasing popularity

The apparel and footwear market in Brazil demonstrated resilience in 2025, driven by controlled inflation, improving consumer confidence, and increasing disposable income. The market is characterised by polarisation, with value-focused and premium segments outperforming mid-priced brands. Technological innovation, particularly AI-powered tools, has enhanced customer experience and operational efficiency. Sustainability has become a strategic imperative, with brands adopting eco-conscious practic

The Brazilian footwear market demonstrated resilience in 2025, with 4% growth in retail volume and an 8% increase in value terms, driven by strong consumer demand for comfort, wellness, and sustainable products. Women's footwear dominated the market, accounting for a significant portion of total retail volume. The market is expected to continue growing, with retail sales forecast to increase at a CAGR of 6% to BRL75.7 billion by 2030. The competitive landscape is characterised by a mix of global

Womenswear in Brazil demonstrated resilience in 2025, outperforming expectations despite a challenging global backdrop. The implementation of the blusinhas (blouse) tax on low-value international purchases redirected consumer spending to domestic players, benefiting retailers like C&A Brazil, which achieved double-digit growth in current value terms. The employed female population in Brazil continued to grow, reaching 45.2 million. This alongside rising real incomes and low unemployment supporte

The hosiery market in Brazil demonstrated resilience in 2025, with 4% growth in retail volume and 9% growth in current value terms. This was driven by a stable macroeconomic environment and improved consumer confidence. Non-sheer hosiery dominated the market, due to its affordability and essential nature. The market is expected to continue growing, with a forecast CAGR of 5% to BRL6.2 billion by 2030, driven by steady growth in disposable income and the employed female population. Brands that pr

Brazil’s jeans market exhibited robust growth in 2025, with a 9% increase in retail value terms to BRL32.9 billion, driven by premiumisation and a growing employed female population. This growth is expected to continue, with a forecast CAGR of 8% to reach BRL49.4 billion by 2030. The market's attractiveness is enhanced by increasing demand for sustainable and premium products, making it an appealing opportunity for brands that invest in eco-friendly practices and innovative technologies. To succ

In 2024, Brazil’s packaging market experienced strong growth across a number of industries, such as soft drinks, food and beauty and personal care, driven by shifting consumer behaviour, expanding product categories and accelerating sustainability demands. In soft drinks, rising urbanisation, demand for ready-to-drink formats and adoption of smart, traceability-enhancing technologies supported increased use of single-serve bottles and cans, while long-standing regulations such as the National Po

In 2025, mobile phones made a clear return to growth after a period of more cautious replacement purchasing behaviour. As inflationary pressures eased and consumer confidence gradually improved, many households resumed device upgrades that had been postponed in previous years. This release of pent-up demand, combined with more accessible pricing and wider product availability, helped reactivate the market and supported a more dynamic sales environment.

Retail volume sales of home audio and cinema in Brazil remained under pressure in 2025, reflecting the category’s structural maturity and the cautious spending behaviour of consumers. While domestic inflation has moderated compared to previous years, the cumulative erosion of purchasing power continued to weigh on discretionary purchases, limiting demand for higher-ticket and more complex home entertainment setups. As a result, growth was concentrated in selective upgrades rather than broad-base

Volume sales of in-car entertainment in Brazil continued to decline in 2025, reinforcing the category’s structural challenges rather than signalling a temporary slowdown. This performance was shaped by a combination of macroeconomic uncertainty and long-term shifts in consumer behaviour, as Brazilian drivers increasingly prioritised essential vehicle maintenance and broader mobility costs over discretionary upgrades. Even with domestic inflation under better control, the cumulative pressure on h

Economic uncertainty continued to weigh on consumer confidence in Brazil over 2025, influencing the purchasing behaviour for discretionary technology products, such as computers and peripherals. Persistent geopolitical tensions, ongoing conflicts and renewed trade frictions added volatility to global supply chains, while the prospect of higher US import tariffs on technology products raised concerns over cost inflation across international markets. Although Brazil is not the only target for US t

In Brazil, retail volume and value sales of consumer electronics rose steadily in 2025, supported by a broad-based recovery in replacement demand and categories that have become closely tied to everyday routines, most notably smartphones, wireless audio and smart wearables. While consumer confidence remained cautious, the market benefited from a more stable inflationary environment compared to prior years, enabling households to resume delayed upgrades, often facilitated by instalments and promo

Imaging devices in Brazil showed modest resilience in 2025, supported by stabilisation and incremental growth in digital cameras, which helped offset the continued structural decline of digital camcorders. While the category remains niche within the broader consumer electronics landscape, performance was underpinned by selective demand from enthusiasts, creators and lifestyle-driven consumers. Value growth was more pronounced than volume, reflecting a shift towards higher-specification devices a

In 2025, the growth of portable players in Brazil was driven almost entirely by the strong performance of wireless speakers. The category has increasingly become synonymous with portable audio, reflecting a structural shift in consumer behaviour away from dedicated media devices towards connected, multifunctional sound solutions. Growth was supported by both mass-market and premium wireless speakers, reinforcing the category’s relevance in everyday lifestyle use, social occasions and home entert

Retail volume sales of home video in Brazil declined slightly in 2025, reflecting the category’s advanced maturity and the extension of replacement cycles among consumers. Despite a more controlled inflationary environment, households remained cautious with discretionary spending, prioritising essential purchases and postponing TV upgrades unless there was a clear perceived benefit. As a result, volume performance remained subdued, while value was better supported by a gradual shift towards high

The continued expansion of smart wearables boosted sales of wearable electronics in 2025, particularly smartwatches. As health monitoring, activity tracking and everyday connectivity became more embedded in consumer routines, wearables moved further away from being perceived as occasional gadgets and closer to being viewed as essential lifestyle companions. This behavioural shift helped sustain demand even in a context of cautious consumer spending.