Study proves that food trade in Brazil is more dynamic and diversified

Few sectors have evolved as quickly as food retail in Brazil. The combination of inflationary pressure, resumption of purchasing power and technological advances has transformed not only the consumer profile, but also the strategies of companies. The impact is visible in formats such as wholesale, convenience stores and digital marketplaces, which today shape food purchases in the country.

According to McKinsey's State of Grocery 2024 study, the share of wholesale sales in the sector jumped from 27% to 46% in six years. Meanwhile, hypermarkets lost space, representing only 11% of the current market. 

Andrea Eboli's, Business strategist with over 25 years of experience, founder and CEO of corporate solutions workshop EDR“ Retail is constantly adapting. Consumption segmentation is a response to emerging needs: saving on the essentials and investing in what brings convenience or pleasure”, he explains.

Expansion of the atacarejos and its new public

The atacarejos gained prominence by combining affordable prices with an economy-oriented shopping experience. Today, they are also present in urban areas, attracting consumers from the middle and upper classes. Regional networks have also migrated to this format, further expanding the presence in the market.

According to Andrea Eboli, the permanence of the model goes beyond prices.“O atacarejo has managed to break the stigma of being exclusive to large-scale purchases.Many consumers use it for replacement, by the perception of cost-benefit in everyday products”, he analyzes.

In its latest study, released at the end of 2024, McKinsey points out that loyalty is the next challenge.To maintain growth, large networks are investing in points programs, logistics improvements and product variety.

Regional networks and gourmetization

Regional chains also show strength, with an average annual growth of 20% among the top 20 smaller retailers.Investing in customization, these groups have been able to serve specific niches, balancing popular and premium products.

Today, consumers are looking for complete experiences and varied stocks. Regional networks have understood the importance of alliances with local suppliers to offer freshness and exclusivity, which makes customers loyal and brings a sense of community, to help local commerce”, says Eboli.

An example is the growing demand for gourmet stores, focusing on fresh food and premium categories. These spaces have attracted customers of more sophisticated profile, strengthening the share of this segment, which already represents 30% of the supermarket market.

Convenience as a competitive differentiator

Another point is the boom of convenience stores, which added almost 1,000 new units in 2024, especially in metropolitan regions. In addition to being close to the consumer, they stand out for the omnichannel model, which integrates face-to-face and digital purchases.

With the accelerated routine, convenience became a priority. If this reality was already present, it became even more palpable in the post-pandemic, with consumers already accustomed to receiving at home an ever-increasing range of products. “Small purchases solve situations such as picking up a quick snack next to work or buying a missing ingredient by the market application of the” neighborhood, comments Andrea Eboli. 

For companies, this highlights the importance of understanding the small consumer gaps and investing in technological integrations and geolocation. “These behaviors show that the consumer values time and practicality, which paves the way for innovations in logistics and segmented offers. This is an important vision for managers seeking to stand out in the” market, he adds.

The entry of stores in marketplaces and delivery applications strengthens this trend. Supermarket chains, for example, offer options for quick pick-up or delivery in minutes, meeting the urgencies of everyday life. This merger between physical and digital store is creating experiences that reduce the time spent by the consumer, without giving up variety and quality.

Channel integration and future of the sector

Food e-commerce is still small in share, but growing rapidly.In 2024, more than seven million households made online purchases in the sector. Networks that invest in omnichannel, such as personalized research and delivery tools, increase their chances of leading the market.

Andrea Eboli summarizes the direction of retail.“It was a time when food consumption was limited to face-to-face purchases. The winning strategy is to integrate convenience, economy and experience. Increasingly, consumers value access to different channels, whether in the store or by mobile. Whoever invest in understanding these preferences will be prepared for the future”, he concludes.