Bets and GLP-1 medications compete for space in Brazilians' budgets.

Brazilian budgets remain under pressure, but what most influences purchasing decisions today is not just disposable income. According to data from Worldpanel by Numerator , new priorities are transforming how families allocate their spending, notably the growth in sports betting and GLP-1-based medications, popularly used for weight loss.

The study reveals that 31% of Brazilians report experiencing financial difficulties. At the same time, the group of consumers most committed to health and well-being is growing: the so-called " health actives" increased from 26% to 30% of the population in just one year. In a context of financial pressure and emotional strain, investing in one's own health is no longer just a desire, but is becoming an increasingly important part of the budget.

This trend helps explain the rise of GLP-1 medications in the country. Although they are still present in only 2,4% of Brazilian households, the financial impacts of treatment are already significant. According to Worldpanel by Numerator, the annual cost is around R$ 10, and 47% of users say they have reduced other expenses to be able to maintain the medication.

The effects are also directly reflected in the consumption basket. After starting treatment, 55% of users reduced their consumption of food and beverages. Half say they intend to consume less flour, while 37% say they will reduce their bread intake. In actual purchases, spending on pasta is 15% lower, as are expenditures on wheat flour (-15%) and filled biscuits (-10%).

On the other hand, the study shows that the budget allocated to self-care is growing among LPG-1 users. Spending on sports drinks is 68% higher than the population average, while energy drinks show a 56% increase. There is also an increase in expenses for facial creams (+43%), as well as shampoos, conditioners, and toothpaste.

Even categories traditionally associated with indulgence remain part of these consumers' routines. Chocolate continues to be present in shopping baskets: half of users say they intend to maintain or increase their consumption, and spending in this category is 60% higher than average. This behavior indicates that consumers are not abandoning small pleasures, but are making more selective choices to balance health and well-being.

According to Worldpanel by Numerator, this is a movement with the potential to gain even more momentum in the coming months, driven by increased access to medications, the arrival of national versions after patent expiration, and discussions on public policies focused on the treatment of obesity.

Bets are also gaining ground in the family budget.

While investment in healthcare is growing, another phenomenon is encroaching on the expenses of Brazilian families: sports betting.

Data from Worldpanel by Numerator shows that, in 2025, 4% of Brazilian households placed sports bets, with an average annual expenditure of R$ 820 per household — a 7,3% increase compared to the previous year. Among indebted families, this expenditure is 14% higher.

Although they represent distinct behaviors, bets and GLP-1 medications reflect the same transformation in consumption. Both have begun to compete for resources that were previously predominantly allocated to traditional categories of consumer goods.

For industry and retail, this represents a structural shift in competitive dynamics. The competition is no longer solely between brands within the same category. It now occurs between needs, aspirations, and distinct ways of facing an increasingly challenging reality. In this scenario, understanding which needs are gaining traction within an increasingly limited budget becomes essential for companies seeking to maintain their relevance with Brazilian consumers.

About Worldpanel by Numerator

Worldpanel by Numerator decodes buyer behavior to shape the future of the world's leading brands and retailers. It provides benchmark consumer data representing nearly 6 billion consumers in over 50 markets, offering a multidimensional view of how people think, buy, and consume, enabling bold strategies and sustainable business impact. The company has 3.300 employees globally.