The shopping appetite of consumers from social classes D and E is high. A study developed by Data-Makers and released with the support of the NGO Gerando Falcões and the School of Propaganda and Marketing (ESPM) shows that 59% of consumers with incomes up to two minimum wages are expected to increase their consumption this year, a rate higher than all other social classes studied.
Launched this Monday (2), the unprecedented study “Invisible Brazil: Insights on low-income consumers” also shows that consumers from classes D and E are concerned about social, environmental, and ethical causes when making purchases, primarily using their cell phones for making purchases and are multiplatform users. According to Fabrício Fudissaku, CEO of Data-Makers, by bringing together Gerando Falcões and ESPM in the study, it was possible to combine theoretical and practical knowledge, providing a new perspective on the Brazilian low-income consumer.
According to the survey, classes D and E show a higher intention to increase consumption than other groups, reaching 59%, while the population average is 57%. Only 6% of low-income consumers show an intention to reduce their spending this year, indicating a strong consumption trend. The cell phone remains the preferred shopping channel (49%), surpassing the population average of 46%.
“This breaks two important stereotypes: there is no retraction of consumption among the poorest, nor dependence on physical channels. Low income shows a clear appetite for consumption and full digital autonomy. Brands that understand this movement can find unprecedented opportunities to build solid and modern relationships with this audience, who also want to be recognized and valued as digital consumers,” says Fudissaku, CEO of Data-Makers.
The research that underpins “The Invisible Brazil” was conducted by Data-Makers between April and May 2025, using quantitative methodology with 2,465 online interviews, of which 1,331 were specifically with consumers from classes D and E, according to criteria from the Brazilian Association of Population Studies (ABEP). The sample presents a regionally representative distribution of Brazil: Southeast (38%), Northeast (25%), South (16%), Midwest (12%), and North (9%), contemplating only those over 18 years old.
For Sérgio Rocha, CMO of Gerando Falcões, the research helps to demystify the consumption behavior of the population living mainly in the slums and outskirts of the country. “The study shows that the low-income public is modern, connected, influential, and open to consumption. Brands that wish to conquer them must invest in representativeness, inclusive communication, and optimized digital strategies, going beyond stereotypes and building authentic cultural bridges. Research shows that Brazilian slums generate over R$ 200 billion annually, but these consumers are often still invisible to brands,” says Rocha.
Social, environmental, and ethical Causes
According to the study, consumers from classes D and E prioritize social, environmental, and ethical causes, often surpassing higher classes in commitment. Values such as elderly rights (88%), inclusion of People with Disabilities (87%), and sustainability (79%) are widely valued, demystifying the myth that social concerns are exclusive to the elite.
“This attitude reveals that solidarity and empathy are part of the daily life of the periphery, going beyond purchasing power. For this audience, supporting causes is not a matter of status, but genuine care for the community, opening up new opportunities for authentic and inclusive brands,” explains Fudissaku.
Another important point is that 73% of consumers from classes D and E value sugar-free products, the highest percentage nationally, leading the search for healthier food options.
Media Consumption
The survey also reveals that media consumption in the periphery is digital and multiplatform: 91% of people from classes D and E access the internet daily, especially on the social networks Facebook (71%), Instagram (77%), and TikTok (50%), in addition to a strong presence on YouTube (70%) and the daily consumption of open TV (65%). The research also shows the simultaneous use of traditional and digital screens, valuing content that blends information, entertainment, and cultural identification.
“Thus, effective communication for the periphery requires strategies that respect the multiplatform routine of this audience, connecting TV, social networks, and apps in an integrated way. This audience is connected, attentive, and eager to be recognized on all screens that are part of their daily life,” says the CEO of Data-Makers.
If you are interested in watching the event where the survey was presented, access the link: https://videos.netshow.me/v/9NXTyTuvgUE.
