This report examines new product development (NPD) activity within the Beauty, Health and Home categories in Brazil’s e-commerce in 2024. Using data from Euromonitor’s Innovation platform, it highlights new brand and sub-brand launches, trending attributes and claims, and product inactivity rates – offering insights into what captures or misses consumer interest.

The total alcoholic drinks packaging unit volumes increased by 2% in Brazil in 2024, driven by the overall increasing consumption of alcoholic drinks, which grew even in the most mature category, beer, which accounts for more than 90% of alcoholic drinks packaging. Despite seeing stronger growth in recent years, RTDs still only represent less than 2% of the total unit volumes in alcoholic drinks.

Retail value sales of luxury goods in Brazil experienced moderate growth of 8% in 2025, reaching BRL56.8 billion. This growth was driven by a combination of ongoing economic recovery and shifts in consumer preferences. Affluent consumers continued to prioritise experiential luxury, alongside a growing emphasis on investment-worthy products, reflecting a preference for durability and long-term value. Macroeconomic factors, including a gradual stabilisation of inflation and modest GDP growth, unde

In 2025, the performance of fine wines/champagne and spirits in Brazil was a marked improvement on 2024, with a rise in both retail volume and value sales. This growth was driven predominantly by the ongoing premiumisation trend. Local consumers demonstrated a growing willingness to pay a premium for high-quality, exclusive beverages that offer unique flavours and exceptional craftsmanship. Despite its traditional reputation as a working-class drink, premiumisation also accelerated in cachaça wi

In 2025, designer apparel and footwear (ready-to-wear) in Brazil maintained a steady trajectory of expansion, with retail sales increasing by 2% compared to the previous year. Although retail volume sales marginally declined, overall demand remained robust, driven by a mix of factors. Affluent consumers continued to favour iconic luxury designer brands, and there was an increasing emphasis on product quality and exclusivity.

Experiential luxury in Brazil demonstrated resilient growth in 2025, driven primarily by sustained consumer preference for immersive and authentic experiences over tangible luxury goods. Luxury hotels continued to drive sales with further strong growth attributed to ongoing premiumisation, as affluent Brazilian consumers increasingly prioritised unique, high-quality experiences that integrated local culture and sustainability, along the lines of Cristalino Lodge in the Amazon rainforest, which i

In 2025, premium and luxury cars in Brazil experienced notable shifts, primarily driven by sustainability initiatives and technological advancements. The increasing consumer and regulatory focus on sustainability led to a marked rise in demand for electric and hybrid models with a premium and luxury positioning, reflecting both heightened environmental awareness among affluent consumers and emerging government policies incentivising reduced emissions. Despite persistent cost challenges due to hi

Packaging unit volumes in Brazil’s beauty and personal care market increased by 5% in 2024. Colour cosmetics was a major driver behind this growth, with Brazil housing one of the largest colour cosmetics categories globally. The growth in beauty and personal care consumption led to greater demand for diverse and innovative packaging solutions across the industry. Furthermore, ongoing product innovation and diversification required brands to adopt a wider variety of packaging types. The rise of e

Total home care packaging unit volumes in Brazil increased by 3% to reach 6.6 billion units in 2024, supported by rising demand across key categories such as liquid detergents, surface care and dishwashing. Growth was driven by a combination of population expansion in urban areas, higher frequency of cleaning routines, and continued product innovation from leading players like Unilever, Reckitt Benckiser and Procter & Gamble. The popularity of convenient, ready-to-use pack formats, particularly

Retail value sales of lodging (destination) in Brazil remain strong in 2025, supported by the ongoing positive performance of tourism. Luxury and upscale hotels in particular are recording robust growth, regaining value lost during the pandemic period. These segments are less affected by wider economic pressures, as their guests prioritise experience-based stays and tend to be less sensitive to price fluctuations. Demand for personalised and high-quality services has ensured continued growth at

Retail value sales of airlines are rising robustly in Brazil in 2025, supported by the continued expansion of the Brazilian air network, particularly within Latin America. Growth in leisure tourism, the revival of large-scale international travel, and the steady return of business trips are all fuelling demand. Airlines are responding by opening new routes and expanding capacity, catering not only to traditional destinations but also to emerging national and international locations. The number o

In 2025, travel in Brazilian has reached a strong recovery status after the pandemic, receiving a record number of international tourists and strengthening its domestic tourism market. With the local currency devaluation, the country has become cheaper for foreigners, who are leveraging these economically favourable conditions to enjoy Brazilian beaches and the country’s several impressive nature destinations. Perceiving an increase in demand, airlines have been expanding their routes in terms o

Sales of booking in Brazil are recording strong value growth in 2025. This is largely driven by the expansion of the Brazilian air network, which is increasing connectivity between both traditional and less mainstream domestic and international destinations. Demand for domestic and regional tourism has also risen, particularly as travellers seek cheaper alternatives to the more expensive long-haul trips to Europe and the US.

Inbound arrivals is rising in Brazil in 2025. The country is becoming cheaper for tourists and travellers thanks to the weakening of the Brazilian real against foreign currencies such as the Euro, US dollar and Argentine pesos. Also driving growth are the widening offer of nature tourism and the expansion of the country’s aerial network. Despite the enforcement of visa obligations for US tourists travelling to Brazil, the volume of visitors from the US continues to grow, with it being relatively

Gum in Brazil is projected to see fast retail current value growth over 2025. Chewing gum in Brazil in 2025 is navigating a complex and transitional phase, shaped by both persistent macroeconomic challenges and evolving consumer preferences. After a brief recovery in the early 2020s, there have been signs of stagnation, with consumption levels plateauing and production volumes slightly declining. Despite this, Brazil remains one of the most significant chewing gum markets in Latin America, suppo

Chocolate confectionery in Brazil is projected to see strong double-digit growth in retail current value sales over 2025. The performance of chocolate confectionery in 2024 was shaped by a delicate balance between economic recovery and persistent inflationary pressures. According to the Brazilian Institute of Geography and Statistics (IBGE), Brazil’s GDP grew significantly. This expansion was driven primarily by services and agriculture, signalling a steady, but uneven, post-Coronavirus (COVID-1

Over 2025, sugar confectionery in Brazil is projected to continue to see retail current value sales grow at a strong pace. However, this expansion is occurring within a complex economic environment shaped by inflationary pressures and rising production costs. Food inflation in Brazil has consistently outpaced general inflation, driven by a combination of climate-related disruptions, increased export demand and currency volatility. The cost of key inputs like sugar, packaging materials and import

Over 2025, sweet biscuits, snack bars and fruit snacks in Brazil is projected to see fast retail current value sales growth. However, the category as a whole is evolving within a macroeconomic context marked by persistent inflation, volatile commodity prices and shifting consumer priorities. While GDP growth is expected to be dampened by tighter monetary policy and fiscal adjustments, inflationary pressure on prices remains a significant factor. Food inflation, in particular, continues to outpac

Savoury snacks in Brazil is projected to see moderate retail volume and healthy retail current value growth in 2025, albeit slower than in 2024. This can be attributed to a combination of economic, market and consumer behaviour factors. Inflation and rising food prices have pressured household budgets, leading consumers to prioritise essential staples over discretionary items. While savoury snacks remain popular, many shoppers have become more selective in their purchases, focusing on value for

Retail current value sales of snacks in Brazil are projected to see a further double-digit rise over 2025, supported by moderate retail volume growth, but mainly inflationary pressure on prices. In 2025, snacks in Brazil operates within a complex macroeconomic environment marked by persistent inflation, cautious consumer spending and elevated commodity costs. According to the Brazilian Institute of Geography and Statistics (IBGE), the country’s official inflation index (IPCA) closed 2024 with a

In 2025, despite inflationary challenges and rising commodity costs, ice cream in Brazil continues to show resilience in demand and retail current value sales growth, supported by both indulgence and cultural aspects. On the climate side, Brazil faced intense heat waves during 2025, especially in cities like Rio de Janeiro and in southern areas. Rio de Janeiro even recorded temperatures of 44°C (the highest in at least a decade). Meanwhile, in southern Brazil, schools classes were suspended due

Skin care saw solid current value growth in Brazil in 2024. Basic moisturisers continued to act as a key catalyst, delivering a third consecutive year of double-digit growth, benefiting from its products’ adaptability and status as a staple in routines. Long, multi-step regimens have limited appeal in Brazil; consumers prioritise efficacy and practicality. Moisturising is viewed as essential and often a complement to make-up so crossover is increasing as colour cosmetics brands move into facial

Beauty and personal care in Brazil saw solid growth in terms of value sales in 2024. The country’s recent economic progress has strengthened consumer finances and led to an increase in household spending. Despite continued efforts by many families to monitor expenditure, improved economic conditions have allowed for greater purchasing power. A significant factor supporting this trend is the fall in unemployment in 2023, the lowest level since 2015. This has boosted confidence and translated into

In 2024, depilatories saw relatively slow growth compared to most other categories within Brazil’s beauty and personal care industry, reflecting a broader change in consumer behaviour. As professional beauty services and waxing in particular regained momentum, demand for at-home depilatory products softened. The revival is powered by independent professionals and increasingly supported by large companies. From January to September 2024, more than 170,000 small beauty businesses opened an average