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 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 rising prices on household budgets and the strategies adopted to overcome this situation.
According to the survey, 95.1% of respondents say the cost of living has increased in the last 12 months. Only 3% believe prices have remained stable, and 1.9% perceive a decrease. The perception of accelerating price increases is also alarming: 97.2% feel that food prices have risen rapidly, making inflation a daily concern.
Food was the sector most impacted by rising prices, according to 94.7% of those interviewed. 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 farmers' markets in search of better prices, and 33.4% maintained their usual place of purchase.
“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 food 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 at what's missing from it,” highlights Claudio Vasques, CEO of Brazil Panels.
In addition to seeking out 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, such as coffee (34.6%), eggs (20%), fruits and vegetables (12.7%), milk (9%), and rice (7.1%), were included in the list of cuts.
“We are not talking about luxury. We are talking about basic foods, routine items, culture, pleasure. Inflation has taken away more than just purchasing power: it has removed items from the shopping cart that were previously considered essential. It may seem 'normal' to cut out non-essentials. But when eggs, beans, fruits, and rice are added to the list of what is being abandoned, that becomes worrying,” warns Vasques.
Future impact
The study also investigated expectations for the next 12 months, and the results point to a scenario of continued concern: 65.9% of Brazilians believe that the cost of living will continue to increase, while 23% expect prices to rise more moderately. Only 8% think prices will remain stable, and 3.1% foresee a possible reduction.
Given this reality, Brazilians have clear opinions on the measures the government should take to curb rising prices. Reducing taxes on basic goods was cited 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 greater oversight against price gouging, 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 increased, but what is yet to come. Nine out of ten Brazilians see the future with further price increases. The consequence is not limited to tomorrow – it is already impacting the present. The expectation of inflation accelerates caution and reduces consumption,” reinforces Vasques. “The population and businesses are under strong pressure, not only from prices, but also from the effects of high interest rates. Without measures that guarantee balance, the impact will become increasingly profound, affecting not only consumption, but also quality of life,” he concludes.
