Lack of information will be the main challenge for opening the free market.

Expanding access to information will be one of the main challenges for opening the free energy market to residential consumers. Research conducted by Bow-e, a distributed generation company of the Bolt Group, shows that six out of ten consumers consider themselves poorly or not at all informed about the electricity sector.

The survey also identified that 70,2% of respondents are unaware of the possibility of choosing their energy supplier. The results highlight the gap between ongoing regulatory changes and the population's level of knowledge about how the market works.

The survey polled 201 consumers from different regions of the country and sought to assess both their knowledge of the free market and their perceptions regarding its future opening to residential customers.

According to the study, 60% of consumers are unaware that they will be able to choose their electricity supplier starting in 2028. However, within this group, 70,2% stated that they would already like to exercise this right. Considering the entire sample, 72,6% of respondents expressed interest in deciding which company will supply their energy.

According to Ciro Neto, CEO of Bow-e, the results indicate that there is already interest in freedom of choice, even among consumers who are still unaware of the changes planned for the sector.

"The data shows that there is a spontaneous demand for freedom of choice even before consumers are aware of the regulatory change. This means that the sector's challenge will not be to generate interest, but to broaden access to information so that people understand how the market works and, based on that, make informed decisions when the opening occurs."

Current rules are still not widely known.

Lack of knowledge also extends to the rules that are already in place. According to the research, 37,9% of participants believe that choosing an energy supplier is an option exclusive to large companies and industries.

Only 20% know that certain Brazilian consumers can already choose their energy supplier. Currently, all consumers connected to high voltage have access to the free market. Opening up to commercial and industrial low-voltage consumers is planned for 2027, while other consumers, including residential ones, should have this possibility from 2028 onwards.

The lack of familiarity also appears when compared to other services. For 43,2% of respondents, it is not yet possible to switch energy providers in the same way that one changes telephone or internet service providers. Another 36,8% acknowledge that this transition is already underway, while 20% did not know how to answer.

Price will be the main deciding factor.

In a scenario of increased pressure on family budgets, the price of energy is expected to be the main factor considered when choosing a supplier. This criterion was cited by 67,4% of respondents.

Next in line are the quality of service, mentioned by 11,6%, the availability of energy from renewable sources, with 7,4%, and benefits programs, also cited by 7,4% of participants.

According to Ciro Neto, cost reduction should initially stimulate competition, but other factors will gain importance as the market develops.

“Price will naturally be the gateway to competition. But, as the market matures, factors such as quality of service, transparency, and added services become crucial for retaining this consumer in the free market environment,” he concludes.

The Data Bolt survey was conducted between July 13 and 24, 2026, using a questionnaire with quantitative questions. The survey included 201 participants, distributed across the following regions: Northeast, which accounted for 46,7% of the sample; Southeast, with 24,1%; Midwest, with 16,3%; and South, with 13%.

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