Brazilian brands see value growth amid interest rate pressures

Six brands have debuted in the 2026 Kantar BrandZ ranking, which measures the most valuable brands in Brazil. The new entrants include iFood, Smart Fit, Inter, Stone, Grupo Mateus, and Vivara. These companies achieved their positions by expanding business categories, transforming products into new consumer relationship models, and aligning communication with cultural and behavioral trends.

In the retail and consumer sectors, the impact of interest rates remains a critical factor for financial stability. An analysis of 30 companies shows significant variance in how financial expenses affect revenue. CVC (CVCB3) faces the highest pressure, with projected financial expenses reaching 23% of its 2026 revenue. Cosan (CSAN3) follows with expenses equivalent to 20.5% of revenue, though it maintains a higher average operational margin of 21.1% compared to more pressured firms.

In contrast, companies like Magazine Luiza (MGLU3) show much lower exposure, with financial expenses at 3.5% of revenue. While the reduction of the Selic rate to 14% per year may offer some relief, highly indebted companies with narrow margins still require debt reduction, asset sales, and operational improvements to mitigate financial strain.