#Brazil #São Paulo #Brasil #growth initiatives #Assaí Atacadista

Assaí Unveils Growth Strategies for 2026

On November 18, 2025, Assaí Atacadista, Brazil's leading food retail giant, hosted an investor event in São Paulo. The primary focus of this gathering was the introduction of strategic initiatives slated for 2026, aimed at driving sustained growth and reinforcing the company's competitive edge in the retail market.

During the presentation, Assaí's CEO, Belmiro Gomes, articulated a clear vision that centers on three pivotal strategies. The first is the launch of a private label initiative, which aims to offer high-quality products at competitive prices. This strategy is expected to bolster customer loyalty while diversifying the product range. Two specific brands will emerge from this initiative: 'Assaí,' targeting end consumers, and 'Chef,' tailored for merchants. The pilot phase for these brands will kick off in São Paulo and Rio de Janeiro, focusing on partnerships with local suppliers to support community businesses and reduce logistical costs.

The second significant strategy involves the introduction of pharmacies under the 'Mundo Saúde' (Health World) project. This initiative seeks to establish pharmacies within retail malls at selected Assaí units, with a future vision for broader application across various formats. The move into the pharmaceutical sector reflects a growing trend among retailers to diversify their services and create additional value for customers.

The third pillar of Assaí's growth strategy is an enhanced suite of financial services. The forthcoming Assaí Pay ecosystem aims to offer inclusive financial solutions to small and medium-sized merchants. This will be facilitated through the introduction of a proprietary card machine and the comprehensive 'Meu Negócio Assaí' (My Assaí Business) application. Furthermore, this initiative will equip the general public with essential features such as a digital bank account, debit card, and cashback incentives, all designed to increase consumer retention and purchasing frequency.

Belmiro Gomes emphasized that these initiatives are rooted in Assaí's profound understanding of customer needs and represent the company's commitment to innovation and leadership in a competitive landscape. He stated, "These movements stem from the Company's unique understanding of the customer and mark the continuous evolution and leadership in innovation in the segment."

In addition to commercial strategies, Assaí has committed to a new cycle of Environmental, Social, and Governance (ESG) initiatives through the Assaí Institute. The company is focusing on enhancing efforts that promote food security from 2026 to 2030. Notably, the event highlighted Assaí's commendable workplace demographics, with over 90,000 employees, where 45.7% of leadership roles are filled by Black individuals, and 25.3% are women.

Financial prudence remains at the forefront of Assaí's strategy, leading the company to delay certain expansion projects. The focus will shift towards reducing financial leverage rather than rapid growth. In line with this strategy, Assaí plans to open approximately 10 new stores in 2026, with an investment reduction targeting around R$ 700 million. The rollout of the newly announced initiatives is anticipated between the first and second quarters of 2026, setting the stage for an exciting year ahead for Assaí Atacadista.

As Assaí Atacadista moves forward with its ambitious growth strategy, the company is poised to not only expand its market presence but also redefine the standards of customer engagement in the Brazilian retail landscape.