The most recent edition of the International Franchise Certificate, carried out by Franchising Brasil — an internationalization program of the Brazilian Franchising Association (ABF) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil) — in 2024, brought important data on the internationalization of the 68 approved Brazilian brands.
Last year, the Health, Beauty and Wellness sector led the segments analyzed, representing 25% of all brands and 41% of operations. This leadership highlights the sector’s growth potential in the international market.
The analysis of growth by format shows that the majority of franchisees, 91.64%, operate in stores. Kiosks represent 6.48% of operations, while the home-based format is used by 1% of franchisees.
According to the analysis, experience in the domestic market appears to be a crucial factor for international expansion, as evidenced by the fact that most internationalized brands have a long history in Brazilian franchising. Around 60% of them have been operating in Brazil for more than 10 years, with an average operating time of 15 years.
Furthermore, brands such as iGui, Oakberry Açaí and Smart Fit stand out for having more than 50% of their total operations located outside Brazil. At the same time, the geographic expansion of the 68 brands is mainly concentrated in Portugal, with 48% of internationalizations taking place in the country.
Paraguay and the United States lead the list, with 28% of brands present in each of these countries. Next comes Argentina with 23% of brands, Colombia and Uruguay with 17%, and Chile and Bolivia with 15%. Spain and Ecuador are in the last positions among the top 10 territories, with only 14% of brands in each. It is worth noting that a brand can be present in more than one country, so the sum of the percentages exceeds 100%.
Considering the 10 countries with the largest number of operations, Mexico leads with 494, followed by Colombia (321), Portugal (276), Argentina (172), Chile (131), Peru (121), Spain (91), Paraguay (85), the United States (84) and Australia (75).
South America predominates as the main continent of internationalization, with 38% of operations, followed by North America with 24% and Europe with 20%.
In terms of brand presence, Portugal plays a leading role. The study shows that 48% of internationalized Brazilian brands have operations in Portugal. This data suggests that the European country is a strategic entry point for many Brazilian companies seeking to expand their business beyond national borders. Cultural and linguistic proximity, in addition to possible trade agreements, may explain this strong presence.
Bruno Amado, Executive Manager of Franchising Brasil, highlights that the results of the International Certificate reinforce the solidity of Brazilian franchising on the global scene. “The fact that internationalized brands have been present in the national market for over a decade shows that the experience accumulated in Brazil represents an important competitive advantage for international expansion.”
“The impressive performance of the Health, Beauty and Wellness sector is also a highlight in this year’s edition, showing that there is room for growth in the sector in the coming years”, highlights Bruno.
About Franchising Brasil
Franchising Brasil is a project that aims to support the internationalization strategy of Brazilian franchise networks and their commercial promotion in the main international markets. The initiative is a partnership between ABF and ApexBrasil, which works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy through commercial promotion actions. To participate, simply download and fill out the membership form available on the website and send it to internacional@abf.com.br.
About ABF
Founded in 1987, the Brazilian Franchising Association (ABF) is a non-profit organization that officially represents the Brazilian franchise system. Its mission is to defend, promote and foster the sector, nationally and internationally, so that it remains prosperous, sustainable, innovative, inclusive and ethical. With over 35 years of history, the ABF enjoys great prestige and a consolidated image in the market. It is also the headquarters of the Ibero-American Franchising Federation (FIAF), leader of the World Franchise Council (WFC) Task Force, member of the International Franchise Association (IFA) and responsible for the largest franchise fair in the world, the ABF Franchising Expo.
About ApexBrasil
The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy. To achieve its objectives, ApexBrasil carries out diversified trade promotion actions aimed at promoting exports and valuing Brazilian products and services abroad, such as prospective and commercial missions, business rounds, support for the participation of Brazilian companies in major international fairs, visits of foreign buyers and opinion makers to learn about the Brazilian production structure, among other business platforms that also aim to strengthen the Brazil brand. The Agency also works in a coordinated manner with public and private actors to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors for developing the competitiveness of Brazilian companies and the country.