Consumer Trends
Brazilians & the Grocery Store
The challenge: Brazilian shoppers prioritize produce freshness and variety when choosing where to buy groceries, yet in-store experiences, packaging signals, and family dynamics play powerful roles in shaping what ends up in their carts.
The International Fresh Produce Association surveyed 753 Brazilian consumers to understand store-selection drivers, merchandising influence, and how families navigate the produce aisle. This section uncovers the mix of logic and emotion behind grocery trips—and how brands can meet consumers where they shop.
Freshness Drives Store Loyalty
Brazilian consumers choose grocery stores primarily based on produce freshness and quality, with product variety also a key factor.
The Opportunity: Position the produce section as the heart of the store with freshness-forward displays and messaging that reinforces quality.
Merchandising Moves the Needle
In-store merchandising is more effective than print, online, or social media at influencing produce purchases among Brazilian consumers.
Opportunity: Emphasize on physical merchandising, from colorful bins and sampling to cross-promotions with other departments.
Kids Shape the Cart
Children are regularly part of the grocery experience, and often influence produce decisions, suggesting strong potential for family-driven sales.
The Opportunity: Create playful signage, snack trials, and weekend “family picks” campaigns.
Quick Wins for Produce Marketers in Brazil
Prioritize bold, fresh-first displays near store entrances.
Invest in tactile, vibrant in-store merchandising with seasonal theming.
Launch interactive campaigns that spotlight “picked by kids” favorites.
