Blog image

The Culture of Brazilian Food & Drink

September 2012

By Glaucia Holzmann, Sao Paulo

In Sao Paulo, diet is often determined by culture. Higher-class consumers increasingly seek out health-orientated, natural products. Classes C and D (the Brazilian middle class), on the other hand, still focus on saving money when it comes to purchasing a meal. One thing to keep in mind; however, is that despite one's socio-economic class, the most important meal for any Brazilian is lunch. A sandwich will never do.

In Brazil, McDonald’s, Bob's, Burger King and Subway promote snacks to attract young people from social Classes C and D. Framed around after-school activities, C and D Classes cannot afford the regular prices as often as the chains would like. Their reduced prices are often offered via coupon both in-store and online.

Kilo restaurants– self-service restaurants where consumers pay by weight for a variety of homemade meals– are Brazil's top choice for fast food. Chains cannot really compete with rice and beans. The prices are equivalent to that of global chains, and people prefer a proper meal for lunch. Moreover, there are Kilos that target demographics, with corresponding prices. Some popular Kilos are Ipê Amarelo, Cozinha dos Anjos and Kiloucura.

The search for natural products has also been on the rise among the wealthier consumers in Sao Paulo. Do Bem, which produces all-natural juices in nice packing, is rising in popularity. Do Bem means “goodness” in Portuguese, and their slogan is: "Real Beverages.” They are also concerned with labor conditions and the environment. Do Bem is so far exclusively sold in fancier markets, as their price point is equivalent to other higher-end beverages. Their innovative, appealing marketing approach also touches on important points for the Brazilian high class: no sugar, no water and no preservatives. The packing includes various, interesting sayings. One says, for instance: “Dance with us, shake the limes,” meaning you have to shake it before consuming. Cool, isn't it?

Retail & Dining
Food & Drink
Sao Paulo

Subscribe Form