Brazil's middle class? Your table is ready: Opportunities and challenges facing the food service industry in Brazil

Gabriel Aleixo
BrainJuicer, Brazil
Renata Ribeiro
Nestlé, Brazil


In under ten years Brazil's middle class has moved from an unfamiliar concept to a blossoming reality. In 2009, for the first time the Brazilian "C Class" – named after the socio-economic income band C, the official designation of "middle class" status – accounted for half the country's population. The explosion of wealth and prosperity has led to significant change in consumer behavior, particularly in the food and beverage categories with restaurants and grocery stores, a particular growth area.

With so much opportunity to engage with this new category of consumers, intelligent brands such as Nestlé Brazil are seeking ways to innovate and connect with the C Class market.