Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Challenges
- There are still barriers to some healthy eating habits
- Healthy eating is strongly associated with cooking at home
- Opportunities
- Inflation drop and job creation may encourage consumption
- Vegetable-based products can replace meat and carbohydrates
- Salt and sugar substitutes can help Brazilians prepare healthful meals
- Giving consumers more information can be a competitive differential
- What we think
The Market – What You Need to Know
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- Economic growth and health problems influence healthy eating trends
Market Drivers
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- Inflation declines
- Job creation increases
- Record harvest reduces food prices
- Reducing sodium content in processed foods
- Reducing sugar consumption and boosting fruits and vegetables
- Aging population
- 60% of Brazil’s adult population is overweight
- Cases of hypertension and diabetes increase in Brazil
Key Players – What You Need to Know
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- Healthy trend goes from big brands to private labels
- Sadia tries to demystify ready-to-eat products
- Emergence of 100% organic markets and supermarkets
Marketing Campaigns and Actions
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- Unilever invests in the acquisition of healthful brands
- Coca-Cola launches healthful and functional products
- Sadia communicates myths and truths about frozen ready meals
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- Figure 1: “Pratos Prontos Sadia” campaign
- Dia’s private label launches healthful products brand
- Emergence of 100% organic markets and supermarkets
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- Figure 2: “Eu Rastreio” campaign
The Consumer – What You Need to Know
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- Consumers are most likely to choose “healthy” on fish and meat categories
- Brazilians are most likely to choose a “healthy” option for breakfast
- Limiting the amount of salt is the main approach to healthy eating
- Menus with greater variety can help consumers eat healthily
Most Popular Categories for Healthy Eating
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- Consumers are most likely to choose “healthy” on fish and meat categories
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- Figure 3: Most popular categories for healthy eating, May 2017
- Functional options of ready meals may appeal to young consumers
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- Figure 4: Most popular categories for healthy eating, ready meals, by age, May 2017
- Soft drinks with higher natural content can attract men aged 16-34
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- Figure 5: Most popular categories for healthy eating, soft drinks, by age and gender, May 2017
Meal Occasions Chosen for Healthy Eating
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- Brazilians are most likely to choose a “healthy” option for breakfast
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- Figure 6: Meal occasions chosen for healthy eating, May 2017
- Quick and healthy options for lunch may appeal to full-time workers
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- Figure 7: Meal occasions chosen for healthy eating, lunch, by occupation, May 2017
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- Figure 8: “Restô Dontê” series
- Healthy after-dinner snack options appeal to those aged 45+
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- Figure 9: Meal occasions chosen for healthy eating, snack after dinner, by age, May 2017
Attitudes toward Healthy Eating
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- Limiting the amount of salt is the main approach to healthy eating
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- Figure 10: Attitudes toward healthy eating, May 2017
- Many consumers want to reduce their meat consumption
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- Figure 11: Attitudes toward healthy eating, adherence to diet and consumption of meat, May 2017
- Products with natural sweeteners may appeal to women
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- Figure 12: Attitudes toward healthy eating, artificial sweeteners, by gender, May 2017
Behaviors toward Healthy Eating
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- Menus with greater variety can help consumers eat healthily
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- Figure 13: Behaviors toward healthy eating, May 2017
- Low carb diet products may appeal to women aged 55+
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- Figure 14: Behaviors toward healthy eating, “I closely follow health and diet news,” by gender and age, May 2017
- Smaller packages of indulgent snacks may attract AB consumers
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- Figure 15: Behaviors toward healthy eating, by socioeconomic group, May 2017
Appendix – Abbreviations
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- Abbreviations
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