Inflation has caused significant changes in the consumption habits of the Brazilian population. A survey conducted by Brazil Panels Consulting, in partnership with Behavior Insights, reveals that 41,8% of consumers started buying food from wholesalers to save money. The study, what you heard 1.056 Brazilians from all regions of the country between March 11 and 23, 2025, highlights the impact of rising prices on the household budget and the strategies adopted to navigate this scenario
According to the research, 95,1% of respondents state that the cost of living has increased in the last 12 months. Only 3% consider that prices remained stable and 1,9% perceive a reduction. The perception of acceleration in 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 the rising prices, second 94,7% of respondents. In light of this scenario, besides going to the wholesalers, other behavioral changes were identified 17,4% started shopping at neighborhood markets to reduce the amount of products purchased, 5,2% chose fairs in search of better prices and 33,4% kept the usual purchase location
With the increase 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 just a number, but think carefully: 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? Maybe it's time to look more closely not only at what's on the table, but for what is missing in it, highlights Claudio Vasques, CEO of Brazil Panels
Besides looking for cheaper establishments, brazilians also reduced the number of items in the cart. The research revealed that more than half of the population (50,5% stopped buying olive oil, while 46,1% cut the beef. Even basic and traditional everyday products, like coffee (34,6%), eggs (20%), fruits and vegetables (12,7%), milk (9%) and rice (7,1%), they entered the layoffs list
We are not talking about luxury. We are talking about basic foods, routine, about culture, pleasure. Inflation took more than just purchasing power: it removed items from the cart that were previously considered essential. It may seem 'normal' to cut unnecessary expenses. But when eggs, beans, fruits and rice are on the list of what is being abandoned, this becomes concerning, Vasques alert
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 that the cost of living will continue to rise, while 23% expect prices to rise more moderately. Only 8% believe that the values will remain stable, and 3,1% see a possible reduction
In light of this reality, brazilians have clear opinions on the measures the government should take to contain the rise in prices. The reduction of taxes on basic goods was identified as the main solution for 61,6% of the respondents. The price control of essential items, as foods and energy, was cited by 55,6%, while 35,6% believe that the minimum wage increase could help rebalance purchasing power. Other 25,4% request stricter enforcement against price abuses, 20,7% mention the need to reduce interest rates and 17,7% highlight the impact of fuel costs on inflation
What scares the most is not what has already risen, it's what is still to come. Nine out of ten Brazilians see the future with new price increases. The consequence is not limited to tomorrow – she is already impacting the present. The inflation expectation accelerates caution and reduces consumption, reinforces Vasques. The population and businesses are under strong pressure, not just because of the prices, but also due to the effects of high interest rates. Without measures to ensure balance, the impact will become increasingly profound, not just consuming, but also the quality of life, finalizes
