TLDR
- 26.3% of Brazilian households participated in at least one form of betting in 2025, according to a NielsenIQ survey
- 49% of betting households believe gambling is a way to increase their income
- 10% of betting households have cut essential spending, with 47% reducing food budgets and 45.3% cutting fixed expenses
- Mega-Sena lottery leads with 15.8% market participation, while slot games like “Tiger Game” hold 7.7%
- Discretionary products like beer, biscuits, and soft drinks are losing household spending share as betting takes priority
More than one in four Brazilian households placed some form of bet in 2025. That is according to a new report from NielsenIQ titled “Bets on the Table, Consumption at Stake.”
The survey found that 26.3% of Brazilian homes engaged in gambling this year. The data paints a clear picture of how deeply betting has worked its way into everyday spending habits across the country.
Nearly half of those households — 49% — said they view betting as a way to boost their income. Gabriel Fagundes, Industry Insights Leader at NielsenIQ, said the numbers now show how much this practice is eating into household budgets.
About 10% of betting households admitted to cutting essential expenses because of gambling. That may sound like a small share, but the effects within that group are serious.
Among those who reduced spending, 47% said food was the main area affected. Another 45.3% pointed to fixed costs like utility bills and services.
Brazilians Are Buying Less Across Most Product Categories
Across all betting households, purchasing behavior is shifting. A full 60% of consumer product categories have seen a drop in the quantity purchased.
This means gambling is directly competing with everyday consumption. Families are spending less on groceries and household goods to keep placing bets.
The discretionary segment has been hit the hardest. Products like beer, biscuits, soft drinks, and perfumes are losing share in household budgets.
Meanwhile, the “cash and carry” retail format is gaining ground. Budget-conscious shoppers are turning to warehouse-style stores to stretch their money further.
Mega-Sena, Brazil’s most popular lottery game, leads all formats with 15.8% market participation. Slot-style games like the so-called “Tiger Game” come in at 7.7%.
Sports betting and informal games trail behind both categories. The lottery remains the dominant form of gambling across the country.
Younger Consumers Drive the Slot Game Market
The demographics of each gambling format differ. Slot game users tend to be younger and middle-class. Lottery players skew older and come from higher-income brackets.
Regionally, the Northeast leads with 29% household penetration. The South follows closely at 28.3%.
NielsenIQ also broke bettors into three segments: casual, “Pro,” and “Elite.” The Pro and Elite groups showed more changes in their spending and consumption behavior compared to casual players.
Most slot game players spend between 30 and 100 Brazilian Real per month on gambling. That represents up to 7% of their total income.
Lottery players tend to spend less. More than half of them put no more than 30 Brazilian Real per month toward tickets.
The report positions betting as a new competitor in the consumer goods market. Brands in the food, beverage, and personal care sectors are now contending with gambling for a share of the household wallet.
NielsenIQ’s findings were published on March 28, 2026.
