Brazilian consumer optimism has rebounded in 2024, driven by wage increases and a tight labor market, despite inflation concerns. High-income consumers are leading this optimism, while Gen Z remains less confident due to high youth unemployment. Consumer spending is rising, particularly on essentials and discretionary items like dining out, jewelry, and fitness. However, many continue to trade down to lower-priced options, with over 50% changing brands or retailers to save money. Splurge purchases remain cautious, especially among baby boomers, though some younger generations plan to indulge.

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