- Contents
- *Overview
- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: market context
What you need to know
The importance given to healthy eating has increased due to COVID-19 as a way to keep the body in good health and control weight gain because of the restraints on physical activity, as well as helping deal with stress and anxiety and improve mental health and emotional wellbeing. Brazilians in general still relate home cooking to healthy eating habits that use fresh and/or minimally processed ingredients. They have started consuming more vitamins and supplements during the outbreak, and they see more value in food and beverages with added benefits, particularly those that support the immune system.
Key issues covered in this Report
Impact of COVID-19 on Brazilians’ eating habits;
Healthy eating trends leveraged by COVID-19: eg immunity, mental and emotional health, food safety, weight control;
What actions are considered important to maintain healthy eating habits, and which of these are already part of consumers’ daily lives;
Which categories in healthy eating stand out for Brazilian consumers;
Interest and motivation in paying more for food and beverages with health claims/benefits.
Definition
The goal of this Report is to understand consumers’ behavior with regard to food and drinks considered healthy by Brazilians. It explores attitudes in relation to the category of Food and Beverage, barriers and drivers of consumption and the relationship between information about healthy eating and the adoption of healthy habits.
COVID-19: market context
This Report was completed on October 7, 2020, amid the gradual reopening of shopping and service establishments and outdoor leisure venues (like parks and beaches) in the main cities in Brazil, despite existing measures and sanitary restrictions, such as the compulsory use of facial masks indoors and in crowded areas.
On February 4, 2020, President Jair Bolsonaro declared a national emergency in Brazil. The first registered case of COVID-19 in Brazil was confirmed on February 26, 2020. On March 11, the World Health Organization, declared COVID-19 a global outbreak, and on March 21, São Paulo, the city with the most registered cases of COVID-19, imposed a lockdown.
Between March and June 2020, states throughout Brazil decreed lockdowns. After this period of time, different states let nonessential business like restaurants, beauty salons and shopping centers reopen with some restrictions, and open-air leisure venues, parks and coastal areas were allowed to welcome visitors again. In the state of São Paulo, despite the authorization granted by the state governor for the reopening of educational institutions (from kindergartens to universities), town halls have the autonomy to decide about the reopening of schools. In the state educational schools network, only a few institutions have restarted on-site classes. As this Report is being written, these guidelines remain extremely varied across Brazil, depending on each state government’s evaluation of the outbreak situation and health indicators.
