Brazilians aged 60 and over—the “60+” group—remain active consumers and spend above the national average across everyday and quality-of-life categories, including groceries, pharmacies, household items, electronics, and leisure. The findings come from the 1st Mosaic Insights Yearbook, produced by Serasa Experian and presented on Tuesday (10). According to the 2022 Census by the Brazilian Institute of Geography and Statistics (IBGE), the population aged 65 and older grew 57% over the past 12 years.
The Serasa study is based on a statistical analysis of the company’s database, which compiles aggregated information from nearly 190 million tax ID records to map income patterns and consumer behavior across the country.
According to Giovana Giroto, chief marketing officer at Serasa Experian and vice president of the company’s Marketing Solutions unit, the study shows that aging does not mean people stop consuming. The main change lies in how purchasing decisions are made. Rather than acting on impulse, older consumers prioritize security, predictability, and trust in brands. They tend to plan purchases more carefully, avoid unnecessary risks, and favor companies that clearly present payment terms and offer straightforward purchasing journeys.
“When we look at Mosaic, this group appears across very different profiles, ranging from retirees with strong financial planning habits to self-employed workers, as well as a traditional productive base and groups facing significant economic constraints. This helps dispel an important myth: maturity does not mean consuming less. Part of the 60+ group is among the most relevant consumer segments in the country,” Giroto says.
The study also shows that the growth of the older population is reshaping consumption dynamics in Brazil. This demographic shift influences how brands sell, offer credit, and develop products. Even so, many companies still treat the 60+ public as a single group associated with conservative habits and limited interest in new products.
The report highlights that consumers over 60 not only purchase frequently but also spend more, particularly in higher-income segments. In the group Serasa calls the “Consolidated Urban Population,” composed of people living in large cities with more stable incomes and established consumption patterns, consumers aged 60+ account for more than 57% of Brazilians. In the Economic and Professional Elite, which includes individuals with higher incomes, advanced education, and stable careers, consumption exceeds that of 72% of the population.
The research also shows that people over 60 make purchasing decisions more deliberately. They avoid impulse spending, prefer well-known brands, value transparent pricing, and prioritize convenient payment options. Simple, practical services that are easy to use tend to be favored.
To understand consumption patterns across the country, Serasa Experian cross-referenced income and purchasing behavior using Mosaic, a system that organizes the population into groups with similar lifestyles and financial situations. The analysis indicates that Brazil’s consumer market is sustained by more than just the highest- and lowest-income segments. Most consumption—60%—comes from groups experiencing financial growth and maintaining active consumption despite tighter budgets.
These profiles include formal workers, self-employed professionals, small entrepreneurs, and families seeking to improve their living standards. They drive retail activity through frequent purchases and well-planned decisions. There are also groups in intermediate brackets, including retirees with more organized financial lives, consumers connected to regional economies, and young professionals already integrated into the labor market. Together, these groups represent 29.6% of the adult population and reflect a Brazil marked by population aging, more stable regional differences, and the consolidation of new patterns of participation in the labor market and the financial system.
At the other end are smaller groups—around 11% of the population—made up of individuals with higher incomes, greater professional stability, and the capacity to sustain spending over long periods. Although they represent a smaller share of the population, they are important consumers of higher-value products and services and key to customer loyalty strategies. The study also shows that Brazilians earning more than 10 minimum wages represent only 3.5% of the population, and fewer than 1% earn more than 20 minimum wages.
