Global Shopping Insights Report: Brazil 🇧🇷

Battle of the drinks: juice or water?

In Brazil, water is chosen more often than juice, with a 13% advantage in the number of additions to shopping lists. However, this is the smallest margin in favor of water among all the analyzed countries.

Water appears more frequently on shopping lists in Italy, the United States, and Germany, while juice is more popular among the French, Canadians, and Norwegians.

Which country likes Nutella the most?

Brazil ranks sixth in the share of Nutella in the sweet and savory snacks category. The highest results were recorded in France and Germany, while the lowest were in Canada, the USA, and Norway.

"shopping" or "new list"? Most common shopping list names

In Brazil, retailer names appeared the least frequently in shopping list titles, accounting for just 0.46%. In contrast, in Spain, 15.38% of list titles included a retailer name, the highest among the analyzed countries.

The most popular phrases in Brazilian shopping list titles were "shopping" (13.34%) and "new list" (5.25%).

Who’s behind the shopping list?

In Brazil, 10.39% of active shopping lists from June 1, 2023, to May 31, 2024, were shared with at least one person. This result is not only below the global average but also one of the lowest among the analyzed countries. Only Americans and Brits had lower list-sharing rates. Danes and Poles were the most frequent users of the list-sharing feature.

The list-sharing rate may reflect how citizens of a given country share the responsibility of household shopping.

Hot categories

Brazilian shopping lists have the lowest share of fruits and vegetables (13.02%)—the most popular product category in all analyzed countries. The global average for this category was 18.57%, with Poland leading at 22.86%. The low result in Brazil may be attributed to different shopping habits, where the wide availability of fruits and vegetables at local markets encourages spontaneous purchases, and users are less likely to add these items to their shopping lists.

At the same time, Brazil stands out in three other categories: bulk products, coffee/tea/cocoa, and fats. The share of these categories in Brazil is significantly higher than the global average and the highest among all analyzed countries.

Shopper favorites

Milk, toilet paper, detergent, and rice were the most frequently added products to shopping lists in Brazil. Uniquely, only in Brazil did toilet paper rank so high, and detergent, which did not appear in the top 30 in any other analyzed country, made the list.

Additionally, only in Brazil did bread fall outside the top 10, while rice and coffee ranked higher than in any other country. Interestingly, pasta ranked eighth in Brazil, while in Italy, it was positioned lower, at fifteenth.

Who shops like a pro?

In Brazil, 48.51% of items on shopping lists were marked as purchased after being added, which is below the global average and the second-lowest among all analyzed countries. The lowest result was recorded in the United States (47.3%).

Factors such as store availability and product offerings may influence the rate of items being marked as purchased.

Sweet tooth or snack attack?

In Brazil, chocolate is significantly more popular than chips, with over 540% more additions of chocolate to shopping lists. This is the largest difference among all the analyzed countries.

Similarly, chocolate is more frequently chosen by Spaniards, Poles, and French shoppers, while chips appear more often on the shopping lists of Germans, Brits, and Canadians.

Loved in Brazil

The Tang beverage brand and Sadia ready-made meals enjoy significant trust among Brazilians. Products from these brands account for 1.18% and 4.07% of all product additions in their respective categories.

Choosing specific products like "Tang orange powder" or "Sadia nuggets" reflects brand loyalty and careful product selection, which is especially important on shared shopping lists.

In Portuguese, please!

85.88% of shopping lists created between June 1, 2023, and May 31, 2024, in Brazil were in Portuguese, making it the third-highest result in the ranking.

The lowest share of the primary language was recorded in the United States, where, despite American Community Survey (ACS) data from 2018-2022 showing that about 78.3% of residents (aged 5 and older) speak only English at home, only 46.74% of shopping lists in the Listonic app were created in English.

Poland had the highest result (96.09%), followed by Norway (89.24%).

Shopping speed champions

Brazilians rank last (12th) in the list of nations that most quickly move from adding a product to their shopping list to marking it as purchased. The average time for this process in Brazil is 172 hours (just over a week).

In contrast, Danes complete their shopping lists the fastest, taking an average of 58 hours.

Various factors, such as shopping frequency, lifestyle, and the availability of groceries, may influence this result.

The country of ultimate organizers

Brazilians used the Listonic app an average of 2.67 times per week, placing them last among the analyzed countries. The French used the app most frequently, with an average of 4.6 times per week, while the global average is 3.93 visits per week.

In Brazil, the largest group of users (44.46%) used the Listonic app once a week, while the second-largest group (19.85%) used the app 2-3 times per week.

The lower frequency of app use in Brazil may be due to different shopping habits and lifestyles, such as frequent, spontaneous market visits, less frequent but larger shopping trips, or regular dining out.