Brazilian Grocery Habits: Produce Freshness, Merchandising & Family Influence

The challenge: Brazilian shoppers prioritize produce freshness and variety when choosing where to buy groceries, yet in-store experiences, packaging signals, and family dynamics play powerful roles in shaping what ends up in their carts.

The International Fresh Produce Association surveyed 753 Brazilian consumers to understand store-selection drivers, merchandising influence, and how families navigate the produce aisle. This section uncovers the mix of logic and emotion behind grocery trips—and how brands can meet consumers where they shop.

Freshness Drives Store Loyalty

Brazilian consumers choose grocery stores primarily based on produce freshness and quality, with product variety also a key factor.

A market stall filled with colorful fruits, including dried apricots, dates, strawberries, and blackberries.

The Opportunity: Position the produce section as the heart of the store with freshness-forward displays and messaging that reinforces quality.

Merchandising Moves the Needle

In-store merchandising is more effective than print, online, or social media at influencing produce purchases among Brazilian consumers.

Opportunity: Emphasize on physical merchandising, from colorful bins and sampling to cross-promotions with other departments.

Digital kiosk with healthy food images, including lettuce and a vegetable salad, in a grocery store.

Kids Shape the Cart

Children are regularly part of the grocery experience, and often influence produce decisions, suggesting strong potential for family-driven sales.

Young child in a shopping cart holding bell peppers in a grocery store.

The Opportunity: Create playful signage, snack trials, and weekend “family picks” campaigns.

Quick Wins for Produce Marketers in Brazil

Number 1

Prioritize bold, fresh-first displays near store entrances.

Number 2

Invest in tactile, vibrant in-store merchandising with seasonal theming.

Number 3

Launch interactive campaigns that spotlight “picked by kids” favorites.

Number 4

Use variety and abundance to convey freshness and drive trust.

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Brazilians & the Grocery Store