Women are driving Brazil’s subscription club boom—and international merchants should take note.
Recent survey data reveal that women are the primary consumers of subscription clubs in Brazil, making them a key audience for brands looking to grow in the region.
Whether in beauty, wellness, entertainment, or lifestyle, Brazilian women are embracing recurring purchases across a wide range of categories. Their preferences, motivations, and expectations offer valuable insights for merchants ready to localize their offerings and build lasting customer relationships.
In this article, we’ll explore what female consumers in Brazil are looking for in a subscription experience and how your business can meet that demand.
How Strong Is Women’s Presence in Subscription Clubs in Brazil?
A 2024 survey conducted by PagBrasil in partnership with On The Go revealed that women make up 59% of subscription club members in Brazil. Among all respondents—both men and women aged 18 and over—34% were between the ages of 18 and 30, while 29% were aged 31 to 40.
For international merchants, this data points to a young, digitally engaged female audience that is highly receptive to recurring purchase models. Understanding who these consumers are and how to tailor offerings to their preferences is essential for brands looking to succeed in Brazil’s fast-growing subscription market.
Which Product Categories Are Most Popular Among Brazilian Women?
The survey considered the following subscription segments:
- Health and wellness: massage services, supplements, vitamins, medications, personal hygiene products
- Entertainment: books, magazines, games, cinema
- Beauty: makeup, beauty salon and barbershop services, fragrances, hair and skincare products
- Beverages: water, wine, beer, kombucha
- Food: fruits and vegetables, cheese, barbecue kits, restaurant vouchers
- Fashion: clothing, shoes, and accessories
- Pet care: food, toys, grooming services
- Household products: cleaning supplies, water refills, kitchen and home goods
According to the results, the most popular subscription categories in Brazil overall are health and wellness, entertainment, and beauty. However, when looking specifically at female respondents, the preferences shift: 32% said they subscribe to beauty-related clubs, and 19% to those focused on fashion.
For international merchants, these categories highlight where the demand lies—and where the opportunities are—for recurring revenue among Brazilian women. Merchants that align their offerings with these preferences can better position themselves for long-term success in the market.
What Motivates Women to Subscribe—and Stay—in a Subscription Club?
For 79% of all survey respondents—including both men and women—product or service quality is the most important factor when choosing a subscription club. Among women specifically, that number rises to 83%.
Price is the second most important factor, cited by 60% of respondents overall and 65% of women. This highlights that women place greater importance on the cost-benefit ratio of their subscriptions and show a marked preference for supporting small businesses.
Among respondents who have been part of a subscription club for six months or more, the top reason for staying subscribed is access to exclusive or limited-edition products (46%).
Other reasons for retention are closely ranked, showing that long-term engagement depends on a combination of benefits:
- 43% appreciate perks like rewards, exclusive gifts, or cashback
- 41% value ease of communication and ongoing access to the product or service
- 39% cite more competitive shipping costs
- 32% appreciate the ability to manage or change their subscription independently
For international merchants, these insights emphasize the importance of delivering quality and value while also offering flexibility and exclusive experiences. Brands that can balance premium product offerings with accessible pricing, localized service, and subscriber-friendly perks are better positioned to win over Brazil’s female consumers— and keep them coming back.
PagStream®: A Complete Subscription Management Solution for the Brazilian Market
With women driving the growth of Brazil’s subscription club market, international merchants have a powerful opportunity to build long-term relationships with a highly engaged audience. But to succeed, brands need a solution that understands the local payment landscape and consumer expectations—and that’s where PagStream® comes in.
Developed by PagBrasil, PagStream® is a comprehensive subscription management platform built specifically for the Brazilian market. It empowers your business to deliver the seamless, flexible experiences that female consumers in Brazil are looking for.
With PagStream®, you can:
- Enable recurring payments with Automatic Pix, Brazil’s new scheduled payment method built on Pix—the country’s instant payment system created by the Central Bank. While traditional Pix is used for one-time payments, Automatic Pix enables scheduled, pre-authorized payments directly from a consumer’s bank account.
- Increase your base of female consumers by delivering consistent, high-quality service with minimal payment disruptions—thanks to smart retry logic and local acquirer support.
- Adapt your offerings to meet diverse preferences in popular categories like beauty, wellness, food, and fashion—all easily managed through a single platform.
- Provide subscriber-friendly features such as easy subscription editing, payment method changes, and cancellation that build trust, foster retention, and reduce churn.
- Localize the customer experience with the most popular Brazilian payment methods, as well as support for Portuguese language and Brazilian currency and checkout flows, helping you build trust with your target audience.
If you’re looking to tap into Brazil’s female-led subscription economy, PagStream® gives you everything you need to scale—with the tools to retain the customers who matter most.
Talk to one of our specialists today to learn even more about how PagStream® can help you reach Brazil’s most engaged consumers.
