Brazilian retailers urged to prioritize consumer relevance amid brand‑trust challenges

Brazilian shoppers have become markedly more discerning, with more than 70% saying experience decides their brand choice and 52% abandoning a brand after a negative product incident. Rapid shifts driven by the pandemic, AI‑enabled recommendations, high inflation and abundant information have led consumers to value convenience, trust and relevance over simple price.

Recent product recalls of Ypê and Crystal by Anvisa highlighted how quickly credibility can erode. Experts note that in a crisis, a brand’s reputation depends on transparent, swift responses and consistency across all consumer touchpoints. Companies that fail to adapt to the “intelligent consumer” risk losing relevance and sales, even as retail growth and record sales continue in Brazil.