Market overview South America

Brazil: The most heavily populated country in South America

Brazil is the fifth largest country in the world in terms of area and population and with more than 204.5 million inhabitants is the most heavily populated country in South America. With a Gross Domestic Product of 2,465 billion US dollars in 2013, Brazil is on 7th place of the most important economic powers in the world. Its main trading partners are the USA and China, but European countries like Germany, France and Italy also play an important role in import.

48 million potential customers

The population structure of Brazil is relatively young and 23.5 % of the inhabitants are under 15 years of age. This creates a potential consumer group of about 48 million young people. With 0.9 % population growth a year, this significant market and the potential consumer group will continue to expand in the future.

Focus on quality and brand

The Brazilian market has an extremely large imbalance between incomes: 20 % of the population with higher income account for 63.8 % of the national product and 20 % with low income for only 2.5 %.

Consumption plays an extremely important role for Brazil’s upper class with its particularly high spending power. Especially brand manufacturers have the best prospects here, as buying behaviour is brand- and quality-orientated - the price is only a minor matter.

Moreover, there is an ever larger middle class, which spends more and more of its available income on toys and also attaches great importance to quality and brand.

Learn more about the South American toy market...