In Consumer and Retail
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As Latin America slowly recovers from the COVID pandemic (see more about the shape of that recovery here), Brazil seems to be leading the away. In the first half of 2021, sales in the Brazilian retail market went up by 10.1% compared to the same period in 2020, according to Serasa Experian.

Several different products are helping to contribute to this retail rebound, which is occurring as Brazilian e-commerce keeps growing impressively. Here’s a look at some of the top sellers.

#1 Cars and Motorcycles

According to FENABRAVE, Brazil’s National Federation for Automotive Vehicle Distribution, sales of new vehicles in Brazil will go up by 16% compared to 2020. In the first half of 2021, FENABRAVE reported that more than 1 million new cars were sold in Brazil, a 32% increase over the same period in 2020.

Motorcycle sales in Brazil grew even more than new car sales: in the first half of 2021, motorcycle sales in Brazil went up by 47.7% to total more than 500,000 units. FENABRAVE projects that more than 1 million motorcycles will be sold in Brazil in 2021, similar to pre-pandemic sales levels.

#2 TVs

Sales of TVs in Brazil went up by 16% during the first half of 2021, according to GFK. The market growth is attracting new manufacturers, such as Britânia and Toshiba. According to analysis from Poder360, TV sales in Brazil should still go up thanks to the supply of TVs that are priced starting at R$1,400 (US$259).

wearables smart watch

#3 Wearables

In 2020 sales of wearables in Brazil increased in 2 important segments:

  • Sales of wireless headphones in Brazil (with advanced features and Internet connection) increased by 284% in 2020 to reach nearly 570,000 units sold, according to IDC.
  • More than 1.3 million smartwatches and smart bands were sold in Brazil in 2020, an increase of 81% as per IDC

Wearables sales projections for Brazil in 2021 are also quite robust: IDC forecasts a 75% increase in sales of smart headphones in Brazil for 2021. The company also projects a 53.8% increase in sales of smartwatches and smart bands in Brazil during 2021 to reach a total of more than 2 million units sold.

#4 Smartphones

In 2021, sales of mobile phones in Brazil started off modestly. In Q1 2021 11.2 million smartphones were sold in Brazil, along with 706,000 feature phones. This represents 3% growth compared to Q1 2020, according to IDC Brazil. That said, another research firm — Counterpoint — indicated that shipments of smartphones to Brazil in Q1 2021 were 39% higher than those of Q1 2020, which suggests a more substantial sales increase.

Samsung continues to lead smartphone sales in Brazil. An analysis by Flurry indicates that Samsung had a 46% share in Brazil’s mobile device market, followed by Motorola with 22% and Apple with 14%.

videogames market latam

#5 Video Games

Brazil is LatAm’s largest video games market and #12 in the world, according to Newzoo. This company projects 5.1% growth in Brazil’s video games market during 2021 and overall revenues of US$2.3 billion.

Brazil’s videogames market breaks down as follows, as per Newzoo:

  • 47% of the market consists of mobile games
  • 29% of the market consists of console games
  • 24% of the market consists of PC games

#6 Desktop and Laptop Computers

According to IDC, computer sales in Brazil went up by 17% during Q1 2021. Total sales in that period reached nearly 1.1 million units and 86% of these were of laptops.

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Next Steps

Contact us if you’re interested in further market research about the consumer market in Brazil or other countries. Over the past 30 years we’ve conducted more than 600 consumer market research studies for Latin America. These include market landscape studies, opportunity benchmarking, competitive intelligence and more.

You may also want to explore our other stories on top-selling products in Latin America overall and in markets such as Mexico, Argentina, Colombia, and Chile.

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