Luxury market expected to reach R$120 billion in 2026

The luxury market in Brazil continues to expand rapidly and has already surpassed the symbolic mark of R$100 billion, after recording R$98 billion in revenue in 2024. With steady growth and positive projections, experts indicate that the sector could reach between R$120 billion and R$130 billion by 2026, driven by the rise in high-end consumption and the increasing sophistication of demand.

Among the most relevant segments are Fashion and Personal Items, Real Estate, and Automobiles, as well as areas such as Health, hospitality, and premium experiences, which have been showing significant growth. The sector’s expansion is also supported by changes in consumer behavior, with customers increasingly directing spending toward luxury experiences, such as personalized travel, gastronomy, and wellness.

Studies indicate that Brazil has around 7.5 million premium consumers, with strong representation from the so-called Silver Generation, composed of people over 49 years old with high purchasing power. At the same time, Millennials and Gen Z are expanding their participation in the market and encouraging brands to adopt greater transparency, purpose, and sustainability.

Another important factor driving the sector’s growth is the use of technology and personalization, which has enabled brands to increase the average ticket value and improve the customer experience. Despite challenges related to taxation and the shortage of skilled labor, the Brazilian luxury market continues to perform above the global average and remains one of the most promising markets worldwide.