In Consumer and Retail
NOTE: You can read the Portuguese version of this story by clicking here.

Brazil continues improving its growth in retail sales. According to the Brazilian Institute of Geography and Statistics (IBGE as per the Portuguese acronym), between July 2022 and July 2023, retail sales in Brazil increased by 2.4% year-on-year. In turn, IBGE’s “extended retail” data ― which includes sales of automobiles, motorcycles, auto parts and construction materials ― show a 6.6% YOY growth between July 2022 and July 2023. GDP is also doing well in Brazil, with cumulative growth of 3.7% in the first half of 2023, well above the International Monetary Fund (IMF) projection of 2.1%.

The figures are equally encouraging for Brazilian e-commerce, which is projected to grow 27% in market volume by 2023, according to PCMI data. Mercado Livre, the Brazilian e-commerce leader, plans to increase its investment in Brazil by 11.5% in 2023. Amazon is the second best-selling marketplace in Brazil. What is interesting is that both giants are investing in payment solutions and credit cards: the first, through Mercado Pago; and the second, through Bradesco bank.

Undoubtedly, several products are contributing to this upturn in online and offline retail in Brazil. Below we examine some of the products with the best growth projections for 2023.

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IBGE data on growth in the Brazilian retail market:

The best-selling products in Brazil - Appliances

#1 Appliances

IBGE reports an increase of 10.8% YOY to July 2023 in the sale of household appliances in Brazil. So far in 2023, the sector has reported a 6.9% growth in sales.

On the other hand, the Associação Nacional de Fabricantes de Produtos Eletroeletrônicos (Eletros) reports a 13% increase in sales of household appliances in Brazil during the first half of 2023, thanks to sales of 44 million units. The air fryer is the most popular product in Brazil, with an increase in sales of 85%.


The best-selling products in Brazil - Orthopedic products

#2 Orthopedic Products

Medical and orthopedic products, medicines and toiletries show sales growth of 6.5% YOY to July 2023 in Brazil, according to IBGE figures. So far this year, the sector has already accumulated 3% growth in sales.


The best-selling products in Brazil - Computer equipment and office supplies

#3 Computer Equipment and Office Supplies

Office, computer and communication equipment products recorded an increase in sales of 6.9% YOY as of July 2023. It should be noted, however, that so far in 2023 (January-July) the sector shows a meager 0.1% increase in sales.


Additional Growth Areas in Brazil’s Retail Sector:

The best-selling products in Brazil - used cars

#4 Used Cars

According to the Federação Nacional da Distribuição de Veículos Automotores (FENABRAVE), there was an increase in the sale of used vehicles in Brazil of 12% in August 2023 compared to July of the previous year. The increase in sales volume so far in 2023 stands at 4.2%.

In turn, data from the Federação Nacional das Associações dos Revendedores de Veículos Automotores (FENAUTO) are equally striking. FENAUTO reports an increase in used vehicle sales of 11.9% during the first half of 2023.


#5 New Cars

The sale of new vehicles in Brazil grew by 24% YOY as of July 2023, according to data from the Registro Nacional de Veículos Automotores (RENAVAM). July 2023, in fact, was considered the best month in new car sales since December 2020; 244,000 were sold in Brazil.

Passenger cars showed the highest increase in sales, 30.5% YOY, followed by buses (21%) and light cars (15.4%).

The best-selling products in Brazil - New cars

The best-selling products in Brazil - Electric cars

#6 Electric Vehicles

As a trend throughout Latin America, sales of electric vehicles are growing. In Brazil, plug-in hybrids (PHEVs) are the best-selling cars; data from the Associação Brasileira do Veículo Elétrico (ABVE) show a 206% growth in sales during the first half of 2023, thanks to the trade of 11,475 units.

If we count electric vehicles of all types (PHEVs, HEVs and others), 32,239 units were sold in Brazil between January and June 2023, representing an increase in sales of 58%. ABVE projects to reach 70,000 units sold by the end of the year.


#7 TVs

According to a survey by the firm GfK, sales of TVs in Brazil increased by 5.4% during the first half of 2023 compared to the previous year. During January-June 2023, there were 4.9 million TV sets sold.

The best-selling products in Brazil - TVs

The best-selling products in Brazil - Beaty products

#8 Beauty Products

Data shared by Cosmetic Innovation show a 24% increase in sales of beauty products in Brazil during the first quarter of 2023, in a market that already exceeds US$200 million.

Luxury beauty products in Brazil posted a 24.2% increase in sales, reaching US$63 million. Meanwhile, mass consumption showed a 15% growth with a volume of US$140 million.


#9 Generic Drugs

According to the Associação Brasileira das Indústrias de Medicamentos Genéricos (PróGenéricos), sales of generic drugs in Brazil increased by 3.67% during the first six months of 2023, with an estimated volume of 979 million units sold.

In terms of sales volume, Brazil’s generic drug industry grew by 16.5% during the first half of 2023, reaching R$ 8.8 billion (approx. US$1.8 billion).

The best-selling products in Brazil - Generic drugs

The best-selling products in Brazil - Technology items

#10 Technology Products

It’s estimated that the sales volume of technology products in Brazil will reach more than US$21 billion in 2023, an increase of 44% in sales compared to 2022, according to the International Data Corporation (IDC), data shared by Olhar Digital.

Smartphones are the most prominent product in the segment, accounting for 63% of sales. Also, a GfK study points out that phones with 5G technology increased their sales in Brazil by 113 % during the first half of 2023.

Other outstanding products are wearables (smartwatch and others), with an increase in sales of 10% according to IDC.


#11 Sports Footwear

The market intelligence consulting firm IEMI revealed that the sale of sports shoes in Brazil grew by 4.3% in 2023; thus, it expects to close the year with 84 million pairs produced.

This increase in sales is positive for the footwear segment in general. Shoe sales in Brazil are projected to grow by 2.6% annually with the production of 944 million pairs in 2023.

The best-selling products in Brazil - Sports footwear

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 Peru, Mexico, Argentina, Colombia, and Chile.


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