Table of Contents
Executive Summary
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- Market overview
- Impact of COVID-19 on the healthy food and beverage category
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- Figure 1: Predicted impact of COVID-19 in short, medium and long term on the macro food and beverage category and the healthy food and beverage category specifically – Brazil, October 2020
- Impact of the outbreak up until now
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- Figure 2: Status of healthy eating habits during the COVID-19 outbreak – Brazil, June 2020
- Impact in the short and medium term (October 2020 to December 2021)
- Impact in the long term (2022-2025)
- Mintel Trend Drivers
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- Figure 3: Mintel Trend Drivers
- Challenges
- Anvisa approves new nutritional labeling standard
- Unemployment and price increases of staple food and drink items impact Brazilians’ shopping list
- Hygiene and protection of food and beverages are serious concerns among Brazilian consumers
- Opportunities
- Drinks with cognitive health benefits can provide iron to supplement the dietary needs of Generation Z
- Own brands can help Brazilians increase their consumption of plant-based foods
- Benefits of active ingredients to mental and emotional health in products that support healthy digestion can be highlighted
Market Drivers
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- Unemployment and price increases of basic food items impact the shopping lists of Brazilians
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- Figure 4: Under-use of the workforce and unemployment rate among the population able to work – Brazil, May 10-August 29, 2020
- Figure 5: IPCA – Accumulated and monthly changes in the year-on-year rate (%) – General index of products and services categories – Brazil, August 2020
- Rice and beans remain Brazilians' staple diet, while consumption of fruit and vegetables is below the recommended amount, and highly processed food consumption is increasing
- Rise in the incidence of chronic illnesses such as diabetes, hypertension and obesity
- Anvisa approves new nutritional standards labelling
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- Figure 6: Maximum amount allowed of added sugar, saturated fats and salt for nutritional labelling on the front of packages – Brazil, October 2020
- Figure 7: Templates for the labeling of food containing added sugar, salt and saturated fat in the maximum recommended amount or over – Brazil, October 2020
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- Figure 8: New template of the nutritional information chart
- Anvisa wants to ban hydrogenated fat by 2030
Companies, Brands and Innovation – What You Need to Know
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- Several Brazilian brands have launched organic and vegan products
- Vitamin A has the same potential of vitamin C to be highlighted by brands in the healthy food and beverage category
- General Mills sees 50% growth in its e-commerce thanks to its strategy to help consumers cook more at home
Campaigns and Marketing Actions
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- Several brands in different categories invest in launching organic versions of their products
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- Figure 9: Range of organic chicken – Sadia
- Brazilian brands invest in the launch of vegan options
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- Figure 10: Incrível Coxinha, 100% Vegetal (Awesome Chicken Thigh Fritter, 100% vegan) – Ofner e Sadia
- Figure 11: Mix for vegan hamburger – Jasmine
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- Figure 12: Vegan butter – Grings
- Figure 13: The New Fish – plant filets with flavor and texture of salmon – The New Butchers
- Burger King’s campaign features a moldy Whopper to advertise the removal of all food preservatives
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- Figure 14: Campaign Nothing but the Whopper – Burger King
- Wickbold launches range of functional bread
- Piracanjuba launches Imunoday range focusing on nutrition and supplementation
Who's Innovating?
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- Vitamin A has the same potential as vitamin C to be highlighted by brands in the healthy food and beverage category
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- Figure 15: Top 10 active ingredients in food and beverages fortified with minerals and vitamins – Global launches, September 2017-September 2020
- Food and beverages can invest in options with omega-3
- Case studies
- General Mills sees 50% growth in its e-commerce, thanks to its strategy to help consumers cook more at home
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- Figure 16: Betty Crocker, company website – General Mills
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- Figure 17: Pillsbury, company website – General Mills
- NotCo, a Chilean company that specializes in plant-based products, secures and investment of $85 million and targets the North American market
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- Figure 18: NotCo uses AI to create plant-based alternatives with flavor identical to original animal products
The Consumer – What You Need to Know
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- Personalization can keep healthier Brazilians interested in products with additional benefits
- Drinks with cognitive health benefits can provide iron to supplement the dietary needs of Generation Z
- Vitamin C can add even more value to food and drinks
- Own brands can help Brazilians increase their consumption of plant-based foods
- Active ingredients that support a healthy digestion can highlight their benefits to mental and emotional health
- Hygiene and protection of food and beverages are serious concerns among Brazilian consumers
Changes in Healthy Eating Habits Before and During the COVID-19 Outbreak
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- Personalization can keep healthier Brazilians interested in products with additional benefits
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- Figure 19: Status of healthy eating habits during the COVID-19 outbreak – CHAID – Tree of choice – Brazil, June 2020
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- Figure 20: Personalized 3D printed gum supplements based on an interactive health questionnaire – Nourished
- Figure 21: Explanatory video – Nourished
- Less healthy consumers need help to deal with stress and anxiety during the outbreak
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- Figure 22: Eating habits and healthy eating habits during the COVID-19 outbreak – Brazil, June 2020
Purchase of Healthy Food and Drinks
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- Healthier alternatives to meat and dairy products may attract those who struggle to reduce their intake of animal-origin products
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- Figure 23: Purchase of healthy food and drinks – Brazil, June 2020
- Drinks with cognitive health benefits can provide iron to supplement the dietary needs of Generation Z
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- Figure 24: Purchase of healthy food and drinks, by generation – Brazil, June 2020
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- Figure 25: Range of functional soft drinks – Koios
- Brazilian beer brands can invest in healthy options targeting men aged 55 and over
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- Figure 26: Purchase of healthy food and drinks, by gender and age group – Brazil, June 2020
Interest in Health Claims
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- Vitamin C can add even more value to food and drinks
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- Figure 27: Interest in vitamins and minerals – Brazil, June 2020
- Brazilians who adopted much healthier habits during the outbreak showed the highest interest in vegan and plant-based alternatives
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- Figure 28: Interest in health claims, by healthy habits during the covid-19 outbreak – Brazil, June 2020
- Brands can invest in sweets and desserts with high fiber content to provide health benefits as well as flavor and texture
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- Figure 29: Purchase of healthy food and drinks and interest in health claims, by age group – Brazil, June 2020
Important Factors to Maintain a Healthy Diet
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- Private label can help Brazilians increase their consumption of plant-based foods
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- Figure 30: The importance of increasing the amount of plant-based food and beverages consumed – Brazil, June 2020
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- Figure 31: Veg Burger Traditional and Barbecue – Mari Mari
- Brands can help Generation Z to cook from scratch more often in order to cultivate healthy eating habits
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- Figure 32: The importance of cooking from scratch to maintain a healthy diet, by generation – Brazil, June 2020
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- Figure 33: Campaign “Comida de Casa é Camil” (Home Cooked Food Is Camil)
- Snacks with natural ingredients well known for their mental health benefits might attract Brazilian female consumers
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- Figure 34: Important factors to maintain a healthy diet, by gender – Brazil, June 2020
Habits and Attitudes toward Healthy Eating
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- Active ingredients that support a healthy digestion can highlight their benefits to mental and emotional health
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- Figure 35: Habits and attitudes toward healthy eating – Brazil, June 2020
- Tinned food can emphasize ease of storage benefit to counteract perception of being less healthy
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- Figure 36: Habits and attitudes toward healthy eating, by interest in health claims – Brazil, June 2020
- Healthy alternatives to industrial products might earn customer loyalty of classes AB, even after the outbreak
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- Figure 37: Habits and attitudes toward healthy eating and habits and attitudes toward healthy eating during the COVID-19 outbreak – Brazil, June 2020
Healthy Eating Habits during the COVID-19 Outbreak
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- Hygiene and protection of food and beverages are serious concerns among Brazilian consumers
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- Figure 38: Healthy eating habits during the COVID-19 outbreak – Brazil, June 2020
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- Figure 39: Antibacterial supermarket trolley bag – Morrisons
- Figure 40: X Germinator – Summerhill Market
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- Figure 41: Cartilha Turma da Mõnica – Booklet “How to Handle Food in the Coronavirus Era”
- Breakfast options that help with weight control might attract Baby Boomers
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- Figure 42: Healthy eating habits during the COVID-19 outbreak, by generation – Brazil, June 2020
- Ready meals can capitalize on men's interest during the outbreak to broaden their penetration in this consumer group
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- Figure 43: Habits and attitudes toward healthy eating and habits and attitudes toward healthy eating during the COVID-19 outbreak, by gender – Brazil, June 2020
Appendix – Abbreviations
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- Abbreviations
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