HORECA channel in Brazil: trends and opportunities for Catalan companies

We analyse the HORECA channel in Brazil, an expanding market where demand for imported, quality products is growing particularly in restaurants, hotels and specialist channels in the country's main urban areas.

A sector in transformation

Brazil's HORECA channel is evolving, driven by changing consumption habits, the digitalisation of services, delivery and growing demand for diverse dining experiences. According to the report produced by Antena Prodeca LATAM, the Brazilian food service market reached 17,350 million dollars in 2024 and is expected to reach 24,030 million by 2029, with a compound annual growth rate of 6.73%.

This is shaping two broad consumer segments. On the one hand, mid-priced restaurants, delivery and virtual kitchens are growing, where practical, competitively priced and healthy products are gaining ground. On the other, premium consumption is rising in fine-dining restaurants, luxury hotels and specialist outlets, with greater demand for products with provenance and added value.

Wine, olive oil and cured meats among the categories with potential

Catalan wine shows a particularly significant trend. Exports of Catalan wines and sparkling wines to Brazil rose from 5.8 million euros in 2022 to 9.8 million in 2024, an increase of 69%. At the same time, the market shows a trend towards premiumisation: although volume is concentrated in the more affordable price segments, high-end wines are recording stronger percentage growth.

Extra virgin olive oil also has room to grow, particularly linked to the growing popularity of Mediterranean cuisine and interest in healthy eating. Spain accounts for 17.74% of Brazilian olive oil imports analysed in the report, while consumption remains relatively low compared with other markets in the region.

In meat and cured meats, the Catalan presence is already significant: in 2024, Catalan products accounted for 77.11% of Spanish exports to Brazil in the categories analysed. The channel offers specific niches for gourmet cured meats and products aimed at premium restaurants, hotels and catering.

Fine food and digital channels

Potential is also identified for fine food products, especially among middle- and upper-income consumers interested in distinctive gastronomic offerings. In Catalonia's case, jams and sauces recorded notable growth between 2022 and 2024, while categories such as biscuits and chocolate show signs of increased commercial activity.

Market access involves a combination of specialist distributors, wholesalers, direct sales and B2B platforms, with e-commerce and delivery carrying growing weight. São Paulo and Rio de Janeiro concentrate much of the opportunity linked to premium dining and higher-income consumers.

For Catalan companies, entering Brazil requires a strategy tailored to the channel and price segment, as well as careful management of regulatory, health, labelling and import requirements. In this context, selecting a local partner and adapting formats and commercial propositions are important factors in approaching a large market with complex distribution