Table of Contents
Executive Summary
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- Market overview
- Analyst outlook
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- Figure 1: Analyst outlook for the healthy eating category, October 2022
- Challenges
- As more than half of the population live with food insecurity, poverty is the main barrier for DE consumers to eat healthily
- Food and drinks need to adapt to new labeling rules
- Diversified menus can help social occasions have balanced, healthy options
- Foodservice and retailers need to help those who work out of home consume more fruits and vegetables
- Opportunities
- Brands can focus on heart health and the belief that thin bodies are healthy
- Muscle health may gain prominence among healthy aging habits
- Young women can boost the low/no caffeine segment
- Those who do not see thinness as synonymous with health are more focused on the impact of food on emotional wellbeing and the environment
Market Drivers
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- Inflation and low purchasing power impact purchasing of food
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- Figure 2: IPCA – Accumulated inflation (%), general index vs categories, Jan-Dec 2021 vs Jan-Sep 2022
- More than half of Brazilians face food insecurity
- Conflict in Ukraine impacts production chain and increases oil prices
- COVID-19 has long-term impacts on physical and mental health
- New food and drink labeling law comes into effect in October 2022
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- Figure 3: Maximum amount allowed of added sugar, saturated fats and salt for nutritional labeling on the front of packages, 2020
- Figure 4: Templates for the labeling of food containing added sugar, salt and saturated fat at or over the maximum recommended amount – Brazil, October 2020
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- Figure 5: New template of the nutritional information chart
- Packaged fresh vegetables no longer require an expiration date
- Government eliminates the tax on milk alternatives
Key Players
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- Companies and brands
- Brazilian market invests in the launch of plant-based and vegan options
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- Figure 6: Catupiry’s vegan cream cheese
- Figure 7: Veg Sponge
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- Figure 8: Nestlé Moça Alimento Condensado Origem Vegetal (plant-based condensed milk)
- Different categories invest in added vitamins and minerals
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- Figure 9: Tang’s new formula
- Figure 10: Mentos Vitamins
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- Figure 11: Tang’s new formula
- M.Dias Branco acquires Jasmine Alimentos to expand focus on healthy snacks
- Case Study
- Nutritious, seasonal menu helps True Food Kitchen raise $100 million
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- Figure 12: True Food Kitchen supper foods for suppermoods brand philosophy
- Figure 13: Social media content showing the company’s sustainable actions
Ideal Diet
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- Brands can focus on heart health and the belief that thin bodies are healthy
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- Figure 14: Ideal diet, 2022
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- Figure 15: Foods and drinks with claims related to cardiovascular health
- Figure 16: Foods and drinks with claims related to cardiovascular health
- Muscle health may gain prominence among healthy aging habits
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- Figure 17: Ideal diet, by generation, 2022
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- Figure 18: Powdered supplement for consumers aged 50+
- Non-alcoholic beverages with eye health benefits interest men aged 35+
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- Figure 19: Ideal diet, by gender and age group, 2022
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- Figure 20: Non-alcoholic drinks with claims related to eye health
Food and Drink Healthy Options Consumption
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- Diet-specific meals can focus on energy and digestive health for singles
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- Figure 21: Food and drink healthy options consumption, by living situation, 2022
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- Figure 22: Prepared meals for low-carb diets with claims/benefits related to energy and/or digestive health
- Figure 23: Healthy Choice’s ready meals
- Sweets/desserts with benefits attract parents of Alpha-generation children
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- Figure 24: Food and drink healthy options consumption, by children’s age, 2022
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- Figure 25: Dairy drinks (except yogurt) with claims and benefits related to brain and nervous system health
- Sweet spreads and dairy drinks focusing on brain health have potential with hybrid workers
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- Figure 26: Food and drink healthy options consumption, by work profile, 2022
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- Figure 27: Dairy drinks (except yogurt) with claims and benefits related to brain and nervous system health
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- Figure 28: Sweet spreads with claims and benefits related to brain and nervous system health
Factors Pushing People Toward Unhealthy Food/Drink
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- Diversified menus help social occasions have healthy, inclusive alternatives
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- Figure 29: Factors most likely to push people toward consuming unhealthy food/drink, 2022
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- Figure 30: Isabela Akkari’s vegan and low-carb sweets and desserts
- Figure 31: Party packs focused on specific diets, such as plant-based and gluten-free
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- Figure 32: Futuro Party line by Anitta
- Lack of budget is the main factor driving DE consumers to eat unhealthily
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- Figure 33: Factors most likely to push people toward consuming unhealthy food/drink, by socioeconomic group, 2022
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- Figure 34: App Zest Cooking
- Convenient options focused on emotional wellbeing can help working students eat better
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- Figure 35: Factors most likely to push people toward consuming unhealthy food/drink, by work and study status, 2022
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- Figure 36: Convenient baked goods with functional claims related to sleep and stress
- Figure 37: Ingredients/baked goods with functional claims related to sleep and stress
Important Factors to Maintain Healthy Eating
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- Small portions without artificial ingredients appeal to consumers aged 35+
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- Figure 38: Important factors to maintain healthy eating, 2022
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- Figure 39: Examples of products with claims of less/no artificial ingredients and smaller portions
- Young women can boost the low/no caffeine segment
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- Figure 40: Important factors to maintain healthy eating, by gender and age, 2022
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- Figure 41: Examples of non-caffeinated teas launched in Brazil
- Figure 42: Examples of decaffeinated coffees launched in Brazil
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- Figure 43: Nightfood Sleep Friendly Cold Brew Decaf Ice Cream
- Foodservice and retailers can help those who work out of home every day to consume more fruits and vegetables
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- Figure 44: Factors to maintain healthy eating, by gender and age group, 2022
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- Figure 45: Prepared meals with daily portions of fruits and vegetables indicated on the packaging
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- Figure 46: Fruit-based snacks from dole, Chiquita and Simple Truth
Attitudes toward Healthy Food/Products
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- Those who do not see thinness as synonymous with health are more focused on the impact of food on emotional wellbeing and the environment
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- Figure 47: Attitudes toward healthy food/products – CHAID – Tree output, 2022
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- Figure 48: Products with combined mental/emotional benefit claims and sustainable and ethical claims
- Figure 49: Mãe Terra communication
- Natural/organic food may interest consumers worried about pets’ health
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- Figure 50: Attitudes toward healthy food/products, by pet ownership, 2022
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- Figure 51: Examples of organic pet food
- Figure 52: A Quinta subscription plan
- Figure 53: ZeeDog kitchen
- Social networks are the most appropriate channel for the sale and promotion of products committed to healthiness and sustainability
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- Figure 54: Attitudes toward healthy food/products, by all respondents and social media shoppers, 2022
Appendix – Abbreviations
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