Inflation has caused significant changes in the consumption habits of the Brazilian population. A survey conducted by Brazil Panels Consultoria, in partnership with Behavior Insights, reveals that 41.8% of consumers started buying food in wholesalers to save money. The study, which surveyed 1,056 Brazilians from all regions of the country between March 11 and 23, 2025, highlights the impact of the rising prices on household budgets and the strategies adopted to overcome this scenario.
According to the research, 95.1% of the respondents say that the cost of living has increased in the last 12 months. Only 3% believe that prices remained stable, and 1.9% perceive a reduction. The perception of an acceleration in price increases is also alarming: 97.2% feel that food prices have risen swiftly, making inflation a daily concern.
Food was the sector most affected by price increases, according to 94.7% of the respondents. Faced with this scenario, in addition to going to wholesalers, other behavioral changes were identified: 17.4% started buying at neighborhood markets to reduce the quantity of products purchased, 5.2% opted for markets in search of better prices, and 33.4% remained at their usual shopping place.
“With the rise in prices, there is a drastic change in the consumption habits of the Brazilian population. Inflation not only impacts the budget but forces a restructuring of consumption priorities. It may seem like just a number, but think about it: if almost 9 out of 10 people feel the weight of inflation right on their plate, what does that say about the future of food security in the country? Perhaps it’s time to look more closely not only at what’s on the table but what’s missing from it,” emphasizes Claudio Vasques, CEO of Brazil Panels.
In addition to seeking cheaper establishments, Brazilians have also reduced the number of items in the shopping cart. The research revealed that more than half of the population (50.5%) stopped buying olive oil, while 46.1% cut beef. Even basic and traditional everyday products such as coffee (34.6%), eggs (20%), fruits and vegetables (12.7%), milk (9%), and rice (7.1%) made the cut list.
“We are not talking about luxury. We are talking about basic, routine, cultural, pleasurable foods. Inflation has taken away more than just purchasing power: it has removed items from the cart that were once considered essential. It may seem ‘normal’ to cut out luxuries. But when eggs, beans, fruits, and rice are on the list of what is being abandoned, it becomes worrisome,” warns Vasques.
Future Impact
The study also investigated expectations for the next 12 months, and the results point to a scenario of continuous concern: 65.9% of Brazilians believe that the cost of living will continue to rise, while 23% expect prices to increase more moderately. Only 8% think that values will remain stable, and 3.1% see a possible reduction.
Faced with this reality, Brazilians have clear opinions on the measures the government should take to contain price increases. The reduction of taxes on basic products was identified as the main solution by 61.6% of respondents. Price controls on essential items, such as food and energy, were mentioned by 55.6%, while 35.6% believe that adjusting the minimum wage could help rebalance purchasing power. Another 25.4% call for increased oversight against price abuses, 20.7% mention the need to reduce interest rates, and 17.7% highlight the impact of fuel costs on inflation.
“What is most frightening is not what has already gone up, but what is yet to come. Nine out of ten Brazilians see the future with new price increases. The consequence is not limited to tomorrow – it is already impacting the present. The expectation of inflation accelerates caution and reduces consumption,” Vasques reinforces. “The population and businesses are under strong pressure, not only from prices, but also from the effects of high interest rates. Without measures that ensure balance, the impact will become increasingly profound, affecting not only consumption, but also quality of life,” concludes.
