Table of Contents
Executive Summary
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- The consumer
- The debts of elder Brazilians could impact the consumption of functional products
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- Figure 1: Total consumption of functional products with health benefits, by age group, July 2014
- Young women tend to control their diet Monday to Friday
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- Figure 2: Occasions “I tend to eat healthier foods during the working week” and “I eat more healthy foods as a detox after a day having junk food,” by total and females 16-24, July 2014
- Emphasizing the taste of organic products could boost the sales of healthy products
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- Figure 3: Attitudes and behaviors toward healthy food/products, July 2014
- Examples from the Asian food market that enhance health could be used in Brazil
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- Figure 4: Attitude “I try to eat healthier foods nowadays because I have health conditions,” by age group, July 2014
- Teaching ABC1s how to use whole grains in more recipes could help to increase the uptake of the category
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- Figure 5: Attitudes “I would eat more whole grains if they were better value for money” and “I would eat more whole grains if I knew how to use them in different recipes,” by socioeconomic group, July 2014
- What we think
Issues and Insights
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- Could healthy products without healthiness claims attract young consumers?
- Can diet products grow in the market by differentiating themselves from light and zero?
- Is it possible to improve the communication of the benefits promised by healthy products?
Trend Application
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- Help Me Help Myself
- FSTR HYPR
- Let’s Make a Deal
Who is Innovating?
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- Key points
- Launches with functional claims have been growing their share in the country
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- Figure 6: Share of food and drink launches in the total of products with healthiness claims (“minus,” “functional,” “free from,” “natural,” and “plus”), Brazil, 2009-13
- Figure 7: Share of food and drink launches in the total of the eight subcategories with “functional” claims, Brazil, 2009-13
- Food products could utilize the claims used by drinks in order to foster consumption, and vice versa
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- Figure 8: Share of food launches with healthiness claims (“minus,” “functional,” “free from,” “natural,” and “plus”) in the total of food launches, Brazil, 2013
- Figure 9: Share of drink launches with healthiness claims (“minus,” “functional,” “free from,” “natural,” and “plus”) in the total of drink launches, Brazil, 2013
The Consumer – Frequency of Eating Healthy Products/Foods
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- Key points
- More than nine in 10 Brazilians revealed that they eat fruit and vegetables
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- Figure 10: Frequency of eating healthy products/foods, July 2014
- Just like the bread category, other products made with whole grains have growth potential in Brazil
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- Figure 11: Frequency of eating healthy products/foods, by gender, July 2014
- Debts of the elderly could impact the consumption of functional products
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- Figure 12: Total consumption of functional products with health benefits, by age group, July 2014
The Consumer – Occasions of Eating Healthy Products/Foods
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- Key points
- Lunch is the most important occasion for eating healthy foods
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- Figure 13: Occasions of eating healthy products/foods, July 2014
- Younger women tend to control their diet more carefully during the working week
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- Figure 14: Occasions “I tend to eat healthier foods during the working week” and “I eat more healthy foods as a detox after a day having junk food,” by total and females 16-24, July 2014
- Foods contributing to the practice of physical exercise could attract ABs
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- Figure 15: Occasion “I tend to eat healthier foods before/after practicing sports/exercises,” by socioeconomic group, July 2014
The Consumer – Attitudes and Behaviors toward Healthy Food/Products
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- Key points
- Emphasizing the benefits of organic products could improve their sales
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- Figure 16: Attitudes and behaviors toward healthy food/products, July 2014
- Aethetic benefits of gluten- and lactose-free products could attract a broader consumer base to the segment
The Consumer – Attitudes toward Healthy Food/Products
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- Key points
- Health conditions could impact the demand for healthy foods
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- Figure 17: Attitudes toward healthy food/products, July 2014
- Examples from the Asian food market that contribute to a healthy lifestyle could be used in Brazil
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- Figure 18: Attitude “I try to eat healthier foods nowadays because I have health conditions,” by age group, July 2014
- ABs could evaluate international eating trends better than other groups because they have a stronger interest in healthy eating
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- Figure 19: Attitude “I wish there were more options for healthy products at the supermarkets,” by socioeconomic group, July 2014
The Consumer – Attitudes toward Grains
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- Key points
- Consumers of healthy products have limited experience with whole grains and whole-grain products
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- Figure 20: Attitudes toward grains, July 2014
- Teaching ABC1s how to use whole grains in recipes could help to drive growth in the category
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- Figure 21: Attitudes “I would eat more whole grains if they were better value for money” and “I would eat more whole grains if I knew how to use them in different recipes,” by socioeconomic group, July 2014
- More information about the benefits of grains could also help to drive consumption in the category
Appendix – Frequency of Eating Healthy Food/Products
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- Figure 22: Frequency of eating healthy food/products, July 2014
- Figure 23: Frequency of eating healthy food/products – Fruit, by demographics, July 2014
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- Figure 24: Frequency of eating healthy food/products – Vegetables, by demographics, July 2014
- Figure 25: Frequency of eating healthy food/products – Whole grains, by demographics, July 2014
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- Figure 26: Frequency of eating healthy food/products – Whole-grain products, by demographics, July 2014
- Figure 27: Frequency of eating healthy food/products – Gluten-free products, by demographics, July 2014
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- Figure 28: Frequency of eating healthy food/products – Organic products, by demographics, July 2014
- Figure 29: Frequency of eating healthy food/products – Diet/light products, by demographics, July 2014
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- Figure 30: Frequency of eating healthy food/products – Lactose-free products, by demographics, July 2014
- Figure 31: Frequency of eating healthy food/products – Functional products with health benefits, by demographics, July 2014
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Appendix – Occasions of Eating Healthy Food/Products
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- Figure 32: Occasions of eating healthy food/products, July 2014
- Figure 33: Most popular occasions of eating healthy food/products, by demographics, July 2014
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- Figure 34: Next most popular occasions of eating healthy food/products, by demographics, July 2014
- Figure 35: Frequency of eating healthy food/products – Total consumption, by most popular occasions of eating healthy food/products, July 2014
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- Figure 36: Frequency of eating healthy food/products – Total consumption, by next most popular occasions of eating healthy food/products, July 2014
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Appendix – Attitudes and Behaviors toward Healthy Food/Products
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- Figure 37: Attitudes and behaviors toward healthy food/products, July 2014
- Figure 38: Most popular attitudes and behaviors toward healthy food/products, by demographics, July 2014
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- Figure 39: Next most popular attitudes and behaviors toward healthy food/products, by demographics, July 2014
- Figure 40: Frequency of eating healthy food/products – Total consumption, by most popular attitudes and behaviors toward healthy food/products, July 2014
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- Figure 41: Frequency of eating healthy food/products – Total consumption, by next most popular attitudes and behaviors toward healthy food/products, July 2014
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Appendix – Attitudes toward Healthy Food/Products
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- Figure 42: Attitudes toward healthy food/products, July 2014
- Figure 43: Most popular attitudes toward healthy food/products, by demographics, July 2014
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- Figure 44: Next most popular attitudes toward healthy food/products, by demographics, July 2014
- Figure 45: Frequency of eating healthy food/products – Total consumption, by most popular attitudes toward healthy food/products, July 2014
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- Figure 46: Frequency of eating healthy food/products – Total consumption, by next most popular attitudes toward healthy food/products, July 2014
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Appendix – Attitudes toward Grains
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- Figure 47: Attitudes toward grains, July 2014
- Figure 48: Most popular attitudes toward grains, by demographics, July 2014
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- Figure 49: Next most popular attitudes toward grains, by demographics, July 2014
- Figure 50: Frequency of eating healthy food/products – Total consumption, by most popular attitudes toward grains, July 2014
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- Figure 51: Frequency of eating healthy food/products – Total consumption, by next most popular attitudes toward grains, July 2014
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