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 have started buying food at wholesale stores to save money. The study, which interviewed 1,056 Brazilians from all regions of the country between March 11 and 23, 2025, highlights the impact of rising prices on household budgets and the strategies adopted to cope with this scenario.
According to the survey, 95.1% of respondents say the cost of living has increased over the past 12 months. Only 3% believe prices have remained stable, and 1.9% perceive a reduction. The perception of accelerating price increases is also alarming: 97.2% feel food prices have risen rapidly, making inflation an everyday concern.
Food was the sector most impacted by rising prices, according to 94.7% of respondents. Faced with this scenario, in addition to shopping at wholesale stores, other behavioral changes were identified: 17.4% started buying at neighborhood markets to reduce the quantity of products purchased, 5.2% opted for street markets in search of better prices, and 33.4% maintained their usual shopping location.
“With rising 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 precisely on their plate of food, what does this say about the future of food security in the country? Perhaps it’s time to pay closer attention not only to what’s on the table but also to what’s missing from it,” highlights Claudio Vasques, CEO of Brazil Panels.
In addition to seeking cheaper establishments, Brazilians have also reduced the number of items in their shopping carts. The survey revealed that more than half of the population (50.5%) stopped buying olive oil, while 46.1% cut back on beef. Even basic and traditional everyday products like coffee (34.6%), eggs (20%), fruits and vegetables (12.7%), milk (9%), and rice (7.1%) made the list of cutbacks.
“We’re not talking about luxury. We’re talking about basic, routine foods, about culture, about pleasure. Inflation has taken away more than purchasing power: it has removed items from the cart that were once considered essential. It may seem ‘normal’ to cut superfluous items. But when eggs, beans, fruits, and rice enter the list of what’s being abandoned, that becomes concerning,” warns Vasques.
Future impact
The study also investigated expectations for the next 12 months, and the results point to a scenario of ongoing concern: 65.9% of Brazilians believe the cost of living will continue to rise, while 23% expect prices to increase more moderately. Only 8% think prices will remain stable, and 3.1% foresee a possible reduction.
Faced with this reality, Brazilians have clear opinions about the measures the government should take to curb rising prices. Reducing taxes on basic products was cited as the main solution by 61.6% of respondents. Price controls on essential items like food and energy were mentioned by 55.6%, while 35.6% believe adjusting the minimum wage could help rebalance purchasing power. Another 25.4% call for stricter 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’s most frightening isn’t what has already risen, but what’s yet to come. Nine out of ten Brazilians see the future with further price increases. The consequence isn’t limited to tomorrow—it’s already impacting the present. The expectation of inflation accelerates caution and reduces consumption,” emphasizes Vasques. “The population and businesses are under heavy pressure, not just from prices but also from the effects of high interest rates. Without measures to ensure balance, the impact will become increasingly profound, affecting not just consumption but also quality of life,” he concludes.
