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 have started buying food from 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 navigate this scenario.
According to the survey, 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 affected by the price increase, according to 94.7% of respondents. In this scenario, in addition to going to wholesalers, other behavioral changes were identified: 17.4% started shopping at neighborhood markets to reduce the quantity of products purchased, 5.2% chose fairs in search of better prices, and 33.4% maintained their usual shopping location.
With the rise in prices, there is a drastic change in the consumption habits of the Brazilian population. Inflation not only impacts the budget but also 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 plate, what does that say about the future of food security in the country? Perhaps it's time to pay closer attention not only to what is on the table but also to what is missing from it, highlights Claudio Vasques, CEO of Brazil Panels.
In addition to seeking cheaper establishments, Brazilians 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, culture, pleasure. Inflation has taken 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 superfluous items. But when eggs, beans, fruits, and rice are on the list of what is being abandoned, that becomes concerning," warns Vasques.
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 increase more moderately. Only 8% believe that the values will remain stable, and 3.1% see a possible reduction.
Faced with this reality, Brazilians have clear opinions about the measures the government should take to curb the rise in prices. The reduction of taxes on basic goods was identified as the main solution by 61.6% of respondents. Price control of essential items, such as food and energy, was mentioned by 55.6%, while 35.6% believe that the minimum wage increase could help restore purchasing power. Another 25.4% request increased oversight against price abuses, 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 risen, but what is still 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 inflation expectation 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 to ensure balance, the impact will become increasingly profound, affecting not only consumption but also quality of life," he concludes.
