41,8% of Brazilians started buying from wholesalers to avoid the high prices

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 began to buy food from wholesalers to save. The study, which heard 1,056 Brazilians from all regions of the country between March 11 and 23, 2025, highlights the weight of the rise in prices on the domestic budget and the strategies adopted to circumvent 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 have remained stable and 1,9% perceive a reduction. The perception of acceleration in price increases is also alarming: 97,2% feel that food values have risen rapidly, making inflation a daily concern.

Food was the sector most impacted by the high prices, according to 94.7% of respondents.Faced with this scenario, in addition to going to wholesalers, other changes in behavior were identified: 17.4% began to buy in neighborhood markets to reduce the amount of products purchased, 5.2% opted for fairs in search of better prices and 33.4% maintained the usual place of purchase.

“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 forces a restructuring in consumption priorities.It may seem just a number, but think about it: if almost 9 out of 10 people feel the weight of inflation precisely on the food plate, what does this say about the future of food security in the country? Perhaps it is time to look more closely not only at what is on the table, but at what is missing in it”, highlights Claudio Vasques, CEO of Brazil Panels.

In addition to seeking cheaper establishments, Brazilians also reduced the amount of items in the cart. The survey revealed that more than half of the population (50.5%) stopped buying olive oil, while 46.1% cut 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%), entered the list of cuts.

“We are not talking about luxury. We are talking about basic foods, routine, culture, pleasure. Inflation took more than purchasing power: she took items from the cart that were once considered essential. It may seem (normal’ cut superfluous. But when eggs, beans, fruits and rice enter the list of what is being abandoned, this becomes worrying”, warns Vasques.

Future impact

The study also investigated expectations for the next 12 months, and the results point to a scenario of continuous 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 that values will remain stable, and 3.1% see a possible reduction.

Given this reality, Brazilians have clear opinions on the measures that the government should take to contain the price advance. The reduction of taxes on basic products was pointed out as the main solution for 61.6% of respondents. The price control of essential items, such as food and energy, was cited by 55.6%, while 35.6% believe that the readjustment of the minimum wage could help rebalance the purchasing power. Another 25.4% call for greater supervision against price abuses, 20.7% mention the need to reduce the impact of fuel and interest.

“O that scares the most is not what has already risen, it is what is yet to come. Nine out of ten Brazilians see the future with new 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. “A population and companies are under strong pressure, not only by prices, but also by the effects of high interest rates. Without measures that ensure balance, the impact will become increasingly deeper, reaching not only consumption, but also the quality of life”, he concludes.