Table of Contents
Executive Summary
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- Companies, brands and innovation
- Opportunity to increase the variety of products without lactose and use of plant protein in Brazil
- The consumer
- Sharing the benefits of integral products could attract male consumers
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- Figure 1: Attitudes “I tend to buy products that have additional nutritional benefits (eg added calcium, help with digestion, etc.)” and “Whole grains/whole grain products are only for those who are on a diet,” by gender, September 2015
- Healthy ready-meals could be attractive to Brazilians
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- Figure 2: Reasons for eating healthy food/products, September 2015
- Lack of time doesn’t need to be a hurdle for young people to eat healthily
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- Figure 3: Barrier "My busy lifestyle makes it difficult to eat healthy,” by age group, September 2015
- Vloggers and bloggers: new influencers
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- Figure 4: Information/tips for healthy eating, by age group, September 2015
- What we think
Issues and Insights
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- DE socioeconomic group seeks to be healthy in a balanced way
- The facts
- The implications
- Special-diet recipes could sustain frequency of eating out for AB group
- The facts
- The implications
- It is possible to improve packaging to help consumers over age 55
- The facts
- The implications
The Market – What You Need to Know
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- Health problems affect Brazilian consumption
- The Brazilian population is aging
- Rising unemployment rate, water and energy crises, and high inflation may impact consumption negatively
Market Drivers
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- Brazil sets the National Pact for Healthy Eating
- More than half of Brazil’s population is overweight
- Water and energy crises could negatively impact healthy food consumption
- The aging population creates new demands
- More than 9 million Brazilians have diabetes
- Hypertension reaches 21.4% of Brazilian adults
Key Players – What You Need to Know
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- Variety of products without lactose in Brazil increases
- Vegetable protein can be used more in healthy food
Who’s Innovating?
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- Percentage of launches for products without lactose increases
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- Figure 5: Percentage of launches with claim "without/with reduction of lactose" in the total of the categories of food and drink, per year, in Brazil, 2010-15*
- Plant proteins could be more widely disclosed as a healthy alternative
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- Figure 6: Percentage of launches with the ingredient “vegetable protein,” in the total of the categories of food and drink, per year in the US, Japan, France, United Kingdom and Brazil, 2010-15*
The Consumer – What You Need to Know
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- More information on healthy eating could add value to the category
- Disclosing the origin of ingredients could boost consumption
- Reducing refined sugar and salt consumption with healthier alternatives
- Internet impacts the choice of media channels and new influencers
Attitudes toward Healthy Food/Products
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- Premium products may use more healthy claims to add value
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- Figure 7: Attitudes toward healthy food/products, September 2015
- Clean label messages could influence healthy products purchase
- Sharing the benefits of integral products could attract male consumers
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- Figure 8: Attitudes "I tend to buy products that have additional nutritional benefits (eg added calcium, help with digestion, etc.)" and "Whole grains/whole grain products are only for those who are on a diet,” by gender, September 2015
Reasons for Eating Healthy Food/Products
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- Healthy ready-meals could be attractive to Brazilians
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- Figure 9: Reasons for eating healthy food/products, September 2015
- Emphasizing the origin of ingredients could inspire credibility
- Retailers could invest more in private labels with healthy proposal
Barriers for Eating Healthy Food/Products
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- Strong flavor seasonings help in reduction of salt
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- Figure 10: Barriers for eating healthy food/products, September 2015
- There is opportunity to explore alternatives to refined sugar in Brazil
- Lack of time doesn’t need to be a hurdle for young people to eat healthily
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- Figure 11: Barrier "My busy lifestyle makes it difficult to eat healthy,” by age group, September 2015
Information/Tips for Healthy Eating
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- There is opportunity for products focused on family health
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- Figure 12: Information/tips on healthy nutrition, September 2015
- Vloggers and bloggers: new influencers
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- Figure 13: Selected attributes on information/tips for healthy eating, by age group, September 2015
- Mobile phone applications could be used to promote brands
Appendix
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- Abbreviations
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