What you need to know

Buying healthy food and drinks is a reality among Brazilians. According to the survey conducted for this Report, only 12% of consumers haven’t bought healthy products in the last six months.

Consumers are more likely to seek healthy options of animal-sourced products, such as meat and milk. The survey shows 50% of Brazilians have bought a healthy version of meat/poultry/seafood in the last six months, while 43% have bought healthy dairy-based products in the same period. This has contributed to the growing consumption of plant-based alternatives, as they offer a healthier appeal. According to the survey, 34% of consumers agree with the statement, “Vegetal protein is healthier than animal protein.” In addition, as plant-based products emulate the appearance, taste and texture of animal meats more consumers have been attracted, even those who do not follow a vegan or vegetarian diet.

Animal-sourced products, however, should keep their relevance. Only 3% of Brazilians have followed a vegan diet for at least a period of time in the last six months. In addition, 8% have followed a vegetarian diet, while 7% have followed a pescatarian diet (seafood as the only source of meat). Even the flexitarian diet (eg meat is allowed only some days in a week) has been followed by a limited percentage of Brazilians: 8%.

Nevertheless, brands and companies need to keep developing more healthful products. Adding new benefits such as functional properties related to mental/emotional wellbeing and healthy aging should appeal to consumers, as these attributes have encouraged 39% and 31% of Brazilians to buy healthy food and drinks, respectively.


This Report aims to analyze consumer behavior toward food and drinks that are considered healthful by Brazilians and provide an understanding of what Brazilians consider to be healthy behavior regarding food and drinks. This Report explores the purchase of healthy food/drinks, healthy food/drink purchase channels, motivations to eat healthy, as well as main opinions toward the subject and the adoption of new healthy diets.

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