The shopping appetite of consumers from classes D and E is high. Research conducted by Data-Makers and released with the support of the NGO Gerando Falcões and the Higher School of Advertising and Marketing (ESPM) shows that 59% of consumers with an income of 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 (2nd), the unprecedented research "Invisible Brazil: Insights on low-income consumers" also shows that consumers from classes D and E are concerned with social, environmental, and ethical causes when making purchases, mainly use their cell phones to make a purchase, and are multiplatform. According to Fabrício Fudissaku, CEO ofData-MakersBy bringing together Gerando Falcões and ESPM in the study, it was possible to combine theoretical and practical knowledge from an unprecedented perspective of the low-income Brazilian consumer.
According to the survey, classes D and E show a greater intention to increase consumption than the other groups, reaching 59%, while the population average is 57%. Only 6% of low-income consumers show an intention to reduce spending this year, indicating a strong consumption trend. The cell phone dominates as the preferred shopping channel (49%), surpassing the population average of 46%.
"This breaks two important stereotypes: there is no consumption retrenchment among the poorest, nor dependence on physical channels. Low income clearly shows a consumption appetite 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 underpinning "The Invisible Brazil" was conducted by Data-Makers between April and May 2025, using a 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%), Central-West (12%), and North (9%), including only those over 18 years old.
For Sérgio Rocha, CMO of Gerando Falcões, the research helps demystify the consumption habits of the population that lives mainly in the favelas and outskirts of the country. "The study shows that low-income audiences are modern, connected, influential, and open to consumption. Brands that want to win them over should invest in representation, inclusive communication, and optimized digital strategies, going beyond stereotypes and building authentic cultural bridges. Research shows that Brazilian favelas 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 the rights of the elderly (88%), inclusion of People with Disabilities (87%), and sustainability (79%) are widely valued, dispelling the myth that social concerns are exclusive to the elites.
"This stance reveals that solidarity and empathy are part of the daily life of the outskirts, going beyond purchasing power. For this audience, supporting causes is not a matter of status, but of genuine care for the community, opening new opportunities for authentic and inclusive brands," explains Fudissaku.
Another important point is that 73% of consumers from classes D and E value zero-sugar products, the highest percentage nationally, leading searches for healthier food options.
Media consumption
The survey also reveals that media consumption in the outskirts is digital and multi-platform: 91% of people from classes D and E access the internet daily, with a focus on social media Facebook (71%), Instagram (77%), and TikTok (50%), as well as a strong presence on YouTube (70%) and maintaining daily open TV consumption (65%). The research also shows the simultaneous use of traditional and digital screens, valuing content that combines information, entertainment, and cultural identification.
"In this way, effective communication for the periphery requires strategies that respect this audience's multiplatform routine, connecting TV, social media, and apps in an integrated manner. This audience is connected, attentive, and eager to be recognized on all the screens that are part of their daily life," says the CEO of Data-Makers.
If you are interested in watching the event where the research was presented, access the link:https://videos.netshow.me/v/9NXTyTuvgUE.
