Brazilian Market Statistics


  • Portuguese WallThe retail sector of Brazil is considered the largest in Latin America and has continued to expand rapidly since 2004.
  • Brazil is the fifth largest country in the world and seventh largest in terms of Internet usage.
  • The majority of Internet users in Brazil are from the upper and upper-middle classes.
  • Television is the most popular type of media in Brazil as it is less expensive than other types of media, including magazines and newspapers. Television viewing is considered a leisure activity.
  • The government has been working on digital inclusion programs, such as funding Internet cafés, to help the lower income groups gain access to the Internet.

Insight into Brazilian Consumer Values


  • Vanity: Brazilians place high value on appearance. “Looking good” is an integral and important aspect of Brazilian culture.
  • National Goods: Whenever possible, Brazilians prefer to purchase products made within their own country.
  • Frugality: Brazilians prefer saving money for larger purchases, such as a house; they often look for a “deal” when purchasing other items.

Brazilian Consumer Purchase Decisions


  • Women: The decision-making power of women in Brazil has increased, which has resulted in many companies tailoring products and services to the interests and needs of Brazilian women.
  • Price: Brazilians will often choose a product based on the price of the product, looking for the least expensive or the best value that they can find. Brazilian consumers often shop on budgets.

Brazilian Portuguese Language


  • Diacritics: These marks, placed above or below letters usually represent vowel sounds or other modifiers.
  • Verb Tense: There are several verb tenses in Brazilian Portuguese that differ from European Portuguese, including você and seu.
  • Pronouns: The use of pronouns in Brazilian Portuguese is different than those of European Portuguese and the usage depends on the sentence and the use of possessive pronouns.


Portuguese is considered a Romance language like French and Italian. Brazilian Portuguese, a dialect, is the official language of Brazil and is spoken by 154 million people. The Brazilian Portuguese dialect has been influenced by the languages that it displaced in Brazil, primarily in terms of vocabulary, but also in phonology and grammar. There are words that are used today in the Brazilian Portuguese language that originated from the native Tupi-guarani and West African Yoruba languages.


Unlike other Romance languages, Portuguese has maintained the stressed vowels of Vulgar Latin which make it unique. In addition, the Brazilian Portuguese language is written using the Latin alphabet and utilizes several accent marks. These include the circumflex accent, the grave accent, the tilde, the cedilla and the dieresis mark. There are also spelling differences between European and Brazilian Portuguese languages. Some examples of the differences in spelling and writing varieties are

European and Brazilian Portuguese Spelling Differences


European Portuguese Brazilian Portuguese
Acção Ação
Óptimo Òtimo
Actual Atual
Equipa Equipe
Ecrã Tela (ou display)
António Antônio