Tag Archives: The 10 Hottest Brands in Brazil in 2013

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The Hottest Brands Expanding within Brazil

While overall growth projections for the Brazilian economy in 2014 seem to be modest, it’s clear that a number of internal markets are posting strong increases. We recently looked at several that are emerging in 2014, while highlighting several others in August 2013 and in April 2013. There have also been several brands that expanded their presence in Brazil in 2013 and to help agencies get a sense of market conditions, below we highlight 14 international and local brands that plan to expand their presence in the Brazilian market during 2014.

The brand opened its first store in Brazil in Rio in February 2014 and vice president Steve Cano commented that Apple is “excited with what we believe to be the first of many stores in Brazil.” Given the sharp increase in smartphone and tablet sales in Brazil and strong 2014 projections, the only surprise here is why it took so long for Apple to emerge in this growing market.

The carmaker started off 2014 with its best January sales ever in the country, reflecting the sharp increase in car sales in the country. The company expects to sell more than 10,000 cars in Brazil during 2014, a 50% compared to the 6,700 sold in 2013.

Dunkin Donuts

This chain started operating in Brazil during the 1980s, then closed its last store in the country in 2005. However, in 2013 it announced plans to open 20-25 stores each in Sao Paulo, Rio de Janeiro and Brasilia.

Forever 21

This clothing store chain reflects the growth of the fashion industry in Brazil. It plans to open its first store in Sao Paulo this month (in the Morumbi mall) and 5 additional stores in 2014.

Grupo pao de acucar new
Grupo Pão de Açúcar

The largest retail chain in Brazil is about to get bigger. It plans on opening 646 new stores over the next 3 years. The brand is also expanding online in terms of e-commerce with its Nova Pontocom site.

Hard Rock Café

The restaurant chain plans to open three locations in Brazil in 2014: in Rio Curitaba and Brasília. In addition, the brand plans to renovate some of the existing locations, such as the one in the Altavila Shopping Center in Nova Lina.


The supplement firm grew by 34% in Brazil in 2013, with R$ 820 million (US$355 million) in revenues, The company has doubled the number of its regional distribution centers in Brazil and opened 8 branches where resellers can pick up products. The expansion will continue in 2014 as the firm expects to add 10 more branches and eventually have a presence in the majority of Brazil’s states.


This Brazilian lingerie brand plans to open 50 more stores during 2014 with the hopes of reaching more than 300 stores by 2016: currently there are 117 stores.

Mary Kay

Overall, the cosmetics firm brings in more than $3 billion worldwide and Brazil is its 4th largest market—only behind the U.S., China and Russia. In 2013 the Brazilian division of Mary Kay posted 75% growth compared to 2012. In 2014, expansion plans involve opening a new logistics center outside of Sao Paulo, though a location has not yet been established.

pague menos
Pague Menos

This Brazilian pharmacy chain already has 650 stores open in all of Brazil’s states but in 2014, it plans to open 88 new stores, 50 of which will be newly constructed. The chain has maintained an impressive 23% CAGR over the past 10 years.


In late 2013 Prada opened 4 new stores in Brazil, including one at the Iguatemi Mall in Sao Paulo, in Recife at the Riomar Shopping Centre and at the Patio Batel Mall in Curitiba. This expansion reflects the growth of the luxury market in Brazil, estimated to be at 16-18% for 2014.

Quiznos Sub

The fast-food chain reached a total of 39 stores in 11 Brazilian states in 2013. However, Quiznos plans for a massive expansion in Brazil in 2014 in which it will open 104 stores. This expansion comes on the heels of a 188% increase in revenues in 2013 and a projected 13% growth in sales in 2014.


The coffeehouse chain opened 20 stores in Brazil in 2012, nearly 30 in 2013 and has the goal of opening another 30 in 2014.


The online travel company expects to open an office in Brazil this year.

To find out how we can help you reach the growing Brazilian consumer market with a strategic media campaign, please contact us.

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The Top-Selling Products in Brazil

Despite reports that the retail market in Brazil is cooling off, our team keeps seeing a flood of statistics that suggest otherwise. We went through a wide range of reports to identify some of the products in Brazil that show either dramatic increases over the past few years or especially strong leaps this year.



IBOPE recently projected that appliance consumption in Brazil will increase by nearly 12% in 2013 and that Class C will account for 44% of appliances consumption in the country.
Source: IBOPE


Brazil posted a 5% increase in car sales in the first half of 2013 and overall it’s projected that the country will have a 4% increase in car sales in all of 2013.
Source: Fenabrave

Cell Phones
A recent study by Nielsen and the Mobile Marketing Association (MMA) Indicated that in the first half of 2013, sales of cellphones in Brazil went up by 121%.  Nielsen and MMA also reported that 38% of the cell phones sold in Brazil in this time period were smartphones. However, it’s important to note that IDC/Abinee reported a much more modest increase in cell phone sales in Brazil during the first half of 2013: 8%. What IDC/Abinee did note is that 13.7 million smartphones were sold in Brazil in this period—versus 15.9 million feature phones. As such, IDC, a firm that specializes in technology research, is saying that around 46% of the cell phones sold in Brazil in this period were smartphones. Given IDC’s specialization in tech, their figures could be more accurate than those of Nielsen. Either way, that fact that smartphones make up 38% to 46% of cell phone sales in Brazil is significant and points to the need to divert more investment to mobile campaigns.
Sources: Nielsen, MMA, IDC/Abinee

Cleaning Products
The average amount that Brazilians spend on cleaning products has gone up by 41% over the past 5 years and grew by 8% just in 2012. The Brazilian cleaning product market is #4 in the world, just behind those of the United States, China and Japan. Overall, Brazil’s cleaning product sector had sales of R$ 14.9 billion (US$7.5 billion) in 2012, which represents an increase of 3.5% compared to 2011.
Sources: Kantar Worldpanel, Anuário Abipla 2013


In most world markets, consumers seem to moving away from PCs and towards tablets, and Brazil is no exception. In the first half of 2013, notebook sales went down by 7% compared to 2012 and desktop sales went down by nearly 13%. But tablet sales in Brazil spiked by 165% during the first half of 2013 and totaled 3.3 million, which is more than the tablet sales total for all of 2012 in Brazil (3.1 million).
Source: IDC


Sales of e-books skyrocketed by 350% in Brazil between 2011 and 2012. While a recent survey of Brazilian publishers revealed that e-books make up less than 1% of their sales, publishing consultant Carlos Carrenho has predicted that in 2013 e-books will make up nearly 3% of publisher sales in Brazil.
Source: Câmara Brasileira do Livro

Luxury Products

Brazil’s luxury market grew by 24% in 2012 and is projected to post 25% growth over the next 5 years. In terms of specific categories, luxury watch sales in Brazil grew by 30% in 2012. In addition, in 2013 a number of luxury car brands posted massive sales increases between January and July 2013:

  • Porsche: 140%
  • Rolls-Royce: 100%
  • BMW: 68%
  • Audi: 46%

In Brazil, the luxury car model with the biggest increase in sales so far in 2013 has been the Jaguar XF, with a 572% increase, while sales of the Porsche Cayman are up by 240% and Porsche 911 sales are up by 132%.
Sources: Digital Group, World Watch Report, Associação Nacional de Veículos Automotores

Nail Polish
Sales of nail polish have grown by nearly 12% in the past year to reach R$ 600 million (US$285 million). In fact, Brazil is #2 in the world in the consumption of nail polish, trailing only the United States. Overall, in Brazil the beauty products sector is growing by more than 10% a year, with hair care responsible for 22% of sales. In addition, over the past 5 years, the amount of new beauty salons in Brazil has grown by 78%.
Sources: Associação Brasileira de Embalagem, Associação Brasileira de Indústrias de Higiene Pessoal, Perfumaria e Cosmético, Associação Nacional do Comércio de Artigos de Higiene Pessoal e Beleza


In 2012 the pharmaceutical market in Latin America grew by 15.8%, an even bigger rate of growth than the Asian pharma market (10%). Among the markets with the most growth, not surprisingly, is Brazil, which should see pharmaceutical sales double to reach R$ 100 billion (US$48 billion) by 2017; in fact, the country’s growth has even attracted U.S. pharmacy chains like CVS, which bought the Paulo drugstores chain, and Walgreens, which is currently looking to purchase a local chain.
Sources: IMS Health, Brasilpar


In 2007 only about 3,200 scooters were sold in Brazil but in 2012 the number reached 29,566, an increase of 801%.
Source: Associação Brasileira dos Fabricantes de Motos (Abraciclo)


A 2013 study that focused on travel habits of 25 major markets found that Brazil is among the top 5 countries in travel spending. Brazilians spend an average of US$3,000 during international trips and rank in 4th place behind travelers from Saudi Arabia, Australia, China and South Africa.
August 2013 was the most recent month in which travel spending numbers were released by Brazil’s Central Bank. In that month, Brazilian travelers spent US$2.22 billion on their trips abroad, nearly 16% more than they did in August 2012. In addition, Brazilian travelers spent nearly US$17 billion on foreign travel between January and August 2013, nearly 15% more than in the same period during 2012.
Sources: Visa, Banco Central do Brasil


Between 2012 and 2013, video game sales in Brazil went up by 24%. This increase came on top of an even more massive one of 131% between 2011 and 2012. The top selling video games in Brazil for 2013 are:

  • FIFA 13
  • PES 13
  • Grand Theft Auto 5
  • God of War: Ascension
  • The Last of Us
  • Call of Duty: Black Ops 2
  • Just Dance 4
  • Assassin’s Creed 3
  • Grand Theft Auto 4
  • Assassin’s Creed 2

Source: Gfk

To find out more how we can help you reach Latin American consumers with a strategic media campaigns, please contact us.

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The Most Chosen Consumer Brands in Latin America

Recently Kantar Worldpanel published its Brand Footprint report. This ranking of fast moving consumer goods is based on research with consumers in 400,000 households in 32 countries, including many in Latin America.
The report uses a new metric called Consumer Reach Points (CRP) to establish rankings. These CRP calculates both the amount of households these products reach and how frequently they are purchased by consumers. It’s not strictly a measure of sales volume. Instead, it’s focused on quantifying purchase decisions and the brands that most consumers opt for. To offer professionals in marketing, advertising and media insights into the brands that Kantar’s research shows as the top choices among consumers in Latin America, we have included a listing for the whole region and for specific markets.


  1. Coca-Cola
  2. Colgate
  3. Bimbo
  4. Knorr
  5. Tang
  6. Maggi
  7. Nescafé
  8. Pepsi
  9. Palmolive
  10. Omo



  1. La Serenísima
  2. Arcor
  3. Coca-Cola
  4. Knorr
  5. Yogurísimo
  6. Tang
  7. Sancor
  8. Quilmes
  9. Ser
  10. Ayudin


  1. Coca-Cola
  2. Ype
  3. Colgate
  4. Omo
  5. Tang
  6. Antarctica
  7. Qualy
  8. Maggi
  9. Soya
  10. Nescau



  1. Coca-Cola
  2. Maggi
  3. Colgate
  4. Natura
  5. Pepsi
  6. Tang
  7. Palmolive
  8. Malher
  9. Suavitel
  10. Protex



  1. Coca-Cola
  2. Soprole
  3. Colún
  4. Maggi
  5. Nestlé
  6. Carozzi
  7. Nescafé
  8. Nova
  9. Watt’s
  10. Lucchetti



  1. Colanta
  2. Alqueria
  3. Coca-Cola
  4. Arroz Diana
  5. Colgate
  6. Alpina
  7. Roa
  8. Familia
  9. Parmalat
  10. Postobon



  1. Vita Leche
  2. Coca-Cola
  3. Maggi
  4. Indulac
  5. Deja
  6. Ranchero
  7. La Favorita
  8. Toni
  9. Colgate
  10. Familia



  1. Coca-Cola
  2. Lala
  3. Bimbo
  4. Nutrileche
  5. Nescafé
  6. La Moderna
  7. Alpura
  8. Liconsa
  9. Knorr
  10. Tang



  1. Gloria
  2. Ajinomoto
  3. Elite
  4. Maggi
  5. Sibarita
  6. Pura Vida
  7. Inca Kola
  8. Suave
  9. Don Vittorio
  10. Doña Gusta



  1. Coca-Cola
  2. Pan
  3. Maggi
  4. Las Llaves
  5. Pepsi
  6. Colgate
  7. Mavesa
  8. Mary
  9. Fama de América
  10. Vatel


To find out how we can help you reach Latin American consumers with a precisely targeted campaign in any form of media, please contact us.