Study by Ecglobal, a Stefanini Group company, explores changes in Brazilian consumer behavior and highlights opportunities for brands investing in innovation and personalization.
In 2024, Brazil’s economy faced significant challenges, including high inflation and elevated interest rates that restricted credit and consumption. Despite this, the labor market showed signs of recovery, with the unemployment rate dropping to 8.2% (source: Brasil de Fato).
However, household purchasing power remained under pressure due to rising food and energy prices. Looking ahead to 2025, projections suggest a more controlled inflation rate (estimated at 4.99%, per Agência Brasil) and a gradual reduction in interest rates, with the Selic predicted to reach 15% annually (Exame). These changes could foster modest economic growth, with GDP expected to rise by 2.4% (Ipea), potentially improving family finances and stimulating consumption.
Consumer Behavior Insights for 2025: The Rise of Balanced Spending
Consumers are entering 2025 with a more balanced spending approach, focusing on financial planning while allowing for small indulgences—a shift driven by the financial lessons of 2024. This balance between planning and well-being has become a priority for many Brazilian households.
A quantitative study, based on 1,037 responses collected via ecglobal.com, sheds light on consumer priorities, purchasing strategies, and expectations for the upcoming year. The research highlights that while most consumers aim for financial equilibrium, behaviors vary across age groups. For instance, younger individuals aged 25 to 34 are more inclined toward impulsive spending (24%), compared to just 11% of those aged 55 and older.
This dynamic presents an opportunity for brands to cater to diverse consumer profiles. Emotional marketing strategies may resonate with younger audiences, while older consumers prioritize stability and value. Offering products and experiences that reflect these preferences can set brands apart in 2025.
Financial Planning and Market Opportunities
The economic landscape is already impacting 70% of consumers, with adjustments ranging from moderate to severe. This has placed financial planning at the forefront, creating an opportunity for brands to stand out by delivering real value and aligning with evolving consumer priorities.
Key Consumer Priorities for 2025
1. Health, Wellness, and Travel: These areas top the list of consumer priorities, reflecting a shift toward experiences that promote balance and quality of life. Products and services that combine functionality with sustainability are increasingly sought after.
2. E-Commerce Growth: Convenience and a variety of options are driving the growth of online shopping in Brazil. According to the study, 88% of respondents view technology as a valuable tool for making informed purchases. From price comparison apps to AI-driven solutions, digital tools are playing a pivotal role.
- Monthly Online Shopping Trends:
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- 86% of respondents shop online at least once a month.
- 79% value the convenience of e-commerce.
- 78% appreciate the variety of choices available.
The Importance of the Shopping Experience in 2025
The consumer shopping experience remains a cornerstone for success, with a focus on convenience, personalization, and cost-effectiveness. Key factors influencing purchase satisfaction include price, customer service, and product quality. Notably, 69% of consumers prioritize a balance between price and quality for both products and services.
Promotional periods continue to play a significant role in purchase decisions:
- 47% of consumers actively shop during promotional events.
- 36% take advantage of promotions for pre-planned purchases.
- 38% conduct research and comparisons before purchasing during sales.
- Only 16% make immediate purchases, viewing discounts as an opportunity to save.
This highlights the importance of creating transparent, relevant, and strategic offers that encourage engagement while fostering trust and urgency.
Role of Technology in Shopping Decisions
With 88% of consumers considering technology essential in the purchasing process, tools like virtual assistants and price comparison platforms are becoming indispensable. Nearly half (48%) of respondents use these tools to plan their purchases, ensuring better financial management and personalized experiences.
Personalization is also gaining traction, with 37% of consumers expecting individualized service through channels like WhatsApp. Meanwhile, 27% value quick support, even if it’s not personalized, emphasizing the need for efficiency and tailored interactions.
Brands that deliver a seamless shopping experience—combining fair pricing, quality service, and innovative technologies—are more likely to attract and retain customers in 2025.
Consumer Expectations and Retail Trends for 2025
Consumers are looking for enhanced convenience and tailored service from retailers in 2025. Key demands include:
- Flexible Payment Options and Faster Deliveries: Highlighted by 37% of respondents.
- Personalized Experiences: 34% expect more tailored customer interactions.
- Technology-Driven Shopping: 29% seek innovative in-store solutions to streamline the shopping process.
- Sustainability: 29% want retailers to adopt eco-friendly practices, such as reducing waste and implementing sustainable initiatives.
Interestingly, only 15% prefer fewer physical stores and a greater focus on e-commerce. This indicates that physical stores still hold value but may need to evolve into experiential spaces that complement digital platforms.
Building Lasting Connections with Consumers
In an era of constant change, understanding consumer needs and aspirations goes beyond meeting immediate demands—it’s about creating meaningful, lasting connections. Brands can achieve this by:
- 1Actively listening to consumers through research and digital communities.
- Aligning strategies with consumer behaviors and values.
- Building an emotional brand identity that resonates deeply with their audience.
Companies that combine active listening, authentic relationships, and a clear purpose will stand out in the competitive landscape, earning loyalty and relevance among consumers.
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