![\"Moreira](\"https:\/\/anba.com.br\/wp-content\/uploads\/2025\/02\/abf-foto-keinyandrade-7435-1024x683.jpg\")
The franchising market reached 3,300 brands and 197,709 units last year, showing a growth of 0.9%. The sector generated 1,718,621 jobs, marking a 1% increase compared to 2023.<\/p>\n\n\n\n
According to the president of the association, Tom Moreira Leite, this positive performance is directly linked to the recovery of consumption, driven by the low unemployment rate, the increase in wages, and the higher purchasing power of families in Brazil. He also mentions the significant rise in the gross domestic product, which was first projected at 1.59% but reached around 3.49%, as a major influencing factor. Domestically, the result was supported by the search for operational efficiency, the digitalization of processes and services, the improvement of omnichannel strategies (which integrate all channels of a company, both online and physical), the expansion of franchising across the country, and the growth of markets related to agribusiness, such as the state of Goi\u00e1s.<\/p>\n\n\n\n
\u201cThe heated job market and the increase in the circulation of money in the economy, even amid inflationary impacts, boosted the revenue of Brazilian franchising, surpassing its initial expectations. However, this result was only possible thanks to the efforts of franchise networks in adjusting their operations and offerings to consumers. It\u2019s important to highlight the pursuit of operational efficiency, the advancement of digitalization, and the development of markets outside major centers,\u201d says Moreira Leite.<\/p>\n\n\n\n
Last year, for the first time, the Entertainment and Leisure sector grew by 16.6%, surpassing the Health, Beauty, and Wellness segment (16.5%), Food Service (16.1%), and Retail and Distribution (14.7%). This was the first time this sector ranked among the highest growth areas. Moreira Leite attributes this growth to a direct post-pandemic effect and says the second reason consumers seek shopping centers is entertainment, citing data from the Brazilian Association of Shopping Centers (Abrasce).<\/p>\n\n\n\n
In 2025, the franchise sector will face a transforming landscape and challenges such as labor shortages, inflationary pressure, and the rise in benchmark Selic interest rate, which could hinder credit and consumption. The sector is also closely monitoring the volatility of the dollar and global events, aiming to understand potential impacts in the coming months. However, growth projections point to a range of 8% to 10%.<\/p>\n\n\n\n