Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Challenges
- New food labeling rules challenge brands to invest in more healthful recipes
- Brazilians find it difficult to maintain healthy eating habits
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- Figure 1: Barrier to maintain healthy eating habits, September 2018
- Certain health claims need to find ways of adding value to products
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- Figure 2: Health claims interest, September 2018
- Opportunities
- Despite the economic and political uncertainties, the market seems to have reacted positively after the elections
- Aging population and health problems such as obesity and overweight can boost healthy eating habits
- Food and drink brands can offer small-sized products to attract those who prefer having smaller-portioned meals
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- Figure 3: Health eating behaviors, September 2018
- Production processes that preserve most food nutrients and characteristics can appeal to consumers
- What we think
The Market – What You Need to Know
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- Despite the economic and political uncertainties, the market seems to have reacted positively after the elections
- New food and drink labeling rules should impact the market
- Aging population and health problems such as obesity and overweight can also influence the sector
Market Drivers
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- Despite the economic and political uncertainties, the market seems to have reacted positively after the elections
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- Figure 4: Average R$/US$ commercial exchange rate (sales value), January 2013-October 2018
- New food and drink labeling rules should impact the market
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- Figure 5: Models of food labeling being evaluated by Anvisa
- Regulation of pesticides can impact the organic food segment
- Obesity affects almost 20% of the Brazilian population and grows more among young people
- Aging population can boost healthy eating habits
- Brazilians are doing more physical activities and eating more fruits and vegetables
Key Players – What You Need to Know
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- Big brands invest in products with health claims
- Products with a combination of added benefits can help consumers establish a healthy eating habit
Marketing Campaigns and Actions
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- Heinz changes its label to highlight its ingredients
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- Figure 6: Heinz Ketchup new label
- Nestlé launches a line of organic flour and cereals
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- Figure 7: Nestlé Organic Oat
- Carrefour plans to give more space for organic products
- McDonald's launches McVeggie with typically Brazilian ingredients
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- Figure 8: McVeggie
- After gluten-free products, Barilla launches vegetable-based products in the US
Who's Innovating?
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- Brazilian consumers demonstrate an interest in paying more for organic and natural products
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- Figure 9: Percentage of launches with organic claim, by category, Brazil, January 2015-December 2017
- Products with a combination of added benefits can help consumers establish a healthy eating habit
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- Figure 10: Percentage of global launches within the category of food and functional non-alcoholic drinks with added benefits, by specific functionalities and added benefits, January 2013-December 2017
The Consumer – What You Need to Know
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- Having smaller portioned meals is the main behavior to maintain healthy eating habits
- New labeling rules can give even more emphasis to claims such as low trans fats, low sodium, and low sugar
- Delivery of healthy meals appeals to Millennials, who are less confident to cook at home
- Natural ingredients that combine functional benefits can appeal to Brazilian consumers
- Production processes that preserve most food nutrients and characteristics can appeal to consumers
Healthy Eating Habits Status and Interests
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- Majority of Brazilians are in the process of adopting healthy eating habits, but find it difficult to do so
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- Figure 11: Healthy eating habits status and interests, September 2018
Healthy Eating Behaviors
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- Having smaller portioned meals is the main behavior to maintain healthy eating habits
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- Figure 12: Health eating behaviors, September 2018
- Products free from animal-sourced ingredients can appeal to those aged 35+ by investing in transparency
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- Figure 13: Healthy eating behaviors, by age group, September 2018
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- Figure 14: Tetra Pak video
- Apps that help monitor diets and physical exercises can attract men
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- Figure 15: Healthy eating behaviors, by gender, September 2018
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- Figure 16: Concrete Jungle Cafe campaign
Health Claims Interest
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- New labeling rules can give even more emphasis to claims such as low trans fats, low sodium, and low sugar
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- Figure 17: Health claims interest, September 2018
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- Figure 18: Health claims interest, by age, September 2018
- Breakfast products can appeal to DE consumers by adding vitamins and minerals
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- Figure 19: Health claims interest, by socioeconomic group, September 2018
- Other categories outside the universe of bread and biscuits can invest in high-fiber content to attract consumers
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- Figure 20: Health claims interest, by gender, September 2018
Opinions on and Interest in Healthy Foods
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- As Brazilians are living more, brands can focus on prevention and long-term benefits
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- Figure 21: Opinions on and interest in healthy foods, by age, September 2018
- Food with added benefits for children appeal to parents from the AB socioeconomic group
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- Figure 22: Opinions and interest on healthy foods, by socioeconomic group, September 2018
- Delivery of healthy meals appeals to Millennials, who are less confident to cook at home
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- Figure 23: Opinions and interest on healthy foods, by generation, September 2018
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- Figure 24: Liv Up video
- Figure 25: Kit Classic Box - Balance Box
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- Figure 26: Dinnerly website
Attitudes toward Healthy Eating
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- Natural ingredients that combine functional benefits can appeal to Brazilian consumers
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- Figure 27: Attitudes towards healthy eating, September 2018
- Online content can stimulate consumption of trending products and ingredients
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- Figure 28: Attitudes towards healthy eating and Opinions and interest on healthy foods, by gender, September 2018
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- Figure 29: Google Trends Explore - Search for the term "Kombucha" in Brazil, January 2016-November 2018
- Gluten-free products that stimulate weight loss can appeal to those aged 16-34
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- Figure 30: Attitudes towards healthy eating, by age group, September 2018
Attitudes towards Healthy Food/Products
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- Natural colors and flavors can bring a more healthful perception for indulgent food and drinks
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- Figure 31: Attitudes towards healthy food/products, September 2018
- Production processes that preserve most food nutrients and characteristics can appeal to consumers
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- Figure 32: Attitudes towards healthy food/products, by healthy eating habits status and interests, September 2018
Barrier to Maintain Healthy Eating Habits
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- Specialized shops and dedicated sections can facilitate the search for healthy products
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- Figure 33: Barrier to maintain healthy eating habits, September 2018
- Launches of healthy brands with indulgent appeal can break the flavor barrier
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- Figure 34: Barrier to maintain healthy eating habits, by socioeconomic group, September 2018
Appendix – Abbreviations
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- Abbreviations
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