Brazilian Consumer Produce Trends: Price, Quality & Packaging Insights

The challenge: While fruits and vegetables remain a shopping essential for Brazilian consumers, price concerns, packaging preferences, and quality perceptions shape how and whether produce makes it into the cart.

The International Fresh Produce Association surveyed 753 Brazilian consumers to explore what drives fresh produce purchases. This section highlights the emotional and practical dynamics at play and offers strategies to help brands and retailers strengthen appeal at shelf.

Price Matters, But So Does Quality

While 51% of Brazilians say produce prices are fair, 74% are willing to pay more for higher quality

A shopping basket with red kidney beans and a 100 Brazilian real banknote, surrounded by fresh fruits and vegetables.

The Opportunity: Position premium produce with clear quality indicators, such as freshness visuals, local sourcing, or trusted grower certifications.

Fresh Produce Is Non-Negotiable

Even amid price sensitivity, Brazilians are least likely to give up fresh vegetables, fruits, and meat when grocery budgets tighten.

The Opportunity: Reinforce produce as a household staple through messaging like “essential for every meal” or “never skip the fresh.”

A stack of an orange wedge, cucumber slice, red onion slice, and lettuce on a fork.

Packaging Needs to Evolve

Nearly half of Brazilians prefer no packaging, yet 45% are open to paying a premium for packaged produce, as long as it's recyclable or compostable.

Clear plastic bags filled with cherry tomatoes, lettuce, and broccoli on a dark surface.

The Opportunity: Develop flexible packaging, for example eco-minimalist, and premium with added convenience or information to meet different consumer segments.

Labels & Dates Guide
Decision-Making

Brazilians rely on nutrition labels, “use by” dates, and compare varietals by price and quality when choosing produce.

The Opportunity: Prioritize clear, readable packaging with date codes, origin stories, and price-per-weight cues to support smart comparisons at shelf.

A partially peeled banana with a dark brown peel and light yellow fruit.

Quick Wins for Produce Marketers in Brazil

Number 1

Highlight freshness and quality cues to justify premium pricing.

Number 2

Reinforce produce as a “non-negotiable” with essential messaging.

Number 3

Offer both no-packaging and eco-conscious packaged options.

Number 4

Ensure packaging design supports comparison shopping and confidence.

Download the report

Maddie Rennardson

Global Insights Coordinator

+1 (302) 607-2125 Email Maddie Rennardson

Brazilians & Purchasing Behavior

Price Matters, But So Does Quality

Fresh Produce Is Non-Negotiable

Packaging Needs to Evolve

Labels & Dates Guide
Decision-Making

Quick Wins for Produce Marketers in Brazil

Highlight freshness and quality cues to justify premium pricing.

Reinforce produce as a “non-negotiable” with essential messaging.

Offer both no-packaging and eco-conscious packaged options.

Ensure packaging design supports comparison shopping and confidence.

Related Resources

Brazilians & Purchasing Behavior

Price Matters, But So Does Quality

Fresh Produce Is Non-Negotiable

Packaging Needs to Evolve

Labels & Dates GuideDecision-Making

Quick Wins for Produce Marketers in Brazil

Highlight freshness and quality cues to justify premium pricing.

Reinforce produce as a “non-negotiable” with essential messaging.

Offer both no-packaging and eco-conscious packaged options.

Ensure packaging design supports comparison shopping and confidence.

Related Resources

Labels & Dates Guide
Decision-Making