Table of Contents
Executive Summary
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- Challenges
- Food and drinks that promote a healthy aging need to overcome prejudice
- Ban on Moringa use in foods forces companies to find other ingredients that deliver the same benefits
- Brazilians recognize the benefits related to the main healthy claims, but companies must make sure they don’t misunderstand the concepts of gluten- and lactose-free
- Opportunities
- Sales of organic products can grow with discussion on pesticides, fear of GMOs and incentive from the government
- C12 consumers also seek food and drinks that deliver the benefit of mental/emotional wellbeing
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- Figure 1: Opinions toward healthy eating, by socioeconomic group – Brazil, May 2019
- Plant-based versions have gained space among consumers willing to adopt healthy eating habits
- What we think
Market Drivers
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- New laws and government incentives can boost the production of organic products
- Unhealthy eating habits contribute to the development of diseases at later stages of life
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- Figure 2: Percentage of the adult population (aged 18+) in the Brazilian state capitals – Brazil, 2018
- Anvisa temporarily prohibits the use of Moringa oleifera in foods
Key Players – What You Need to Know
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- Carrefour launches a program to help consumers follow a healthy diet
- Brands and companies need to give more attention to the Mediterranean diet, as it stands out due to its connection with longevity
- The Not Company uses artificial intelligence to create products without animal-sourced ingredients
Marketing Campaigns and Actions
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- Carrefour launches a program to help consumers follow a healthy diet
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- Figure 3: Act For Food program
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- Figure 4: “Healthy For All” program
- Nestlé launches a platform that allows consumers to identify whether they are consuming more sugar than they should
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- Figure 5: Nestlé’s sugar calculator
- Qpod uses lotus flower seed as a basis for its healthy popcorn
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- Figure 6: Qpod lotus flower popcorn
Who’s Innovating?
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- Brands and companies can invest in probiotics beyond the category of yogurts
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- Figure 7: Launches of products with probiotics, by category – Brazil, January 2015 to July 2019
- Brands and companies need to give more attention to the Mediterranean diet, as it stands out due to its connection with longevity
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- Figure 8: Launches of food featuring “Mediterranean diet” on description – Top three countries and Brazil, 2014-18
Case Studies
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- The Not Company uses artificial intelligence to create products without animal-sourced ingredients
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- Figure 9: NotCo uses artificial intelligence to create plant-based alternatives with identical flavor to animal-sourced products
- Producers of plant-based meats expand distribution to food services
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- Figure 10: Burger King’s Impossible Whopper
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- Figure 11: Dunkin’ Donuts Beyond Sausage Breakfast Sandwich
The Consumer – What You Need to Know
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- Non-alcoholic drinks that resemble alcoholic options may be an alternative for consumers seeking healthy habits
- Exclusive sales of healthy snacks and sweets in pharmacies can ensure the relevance of this channel among young consumers
- Food and drinks that promote the healthy aging need to break stigma they are made for the elderly
- Meat-free adepts believe vegetal protein is healthier than animal protein
- Brazilians, in general, are aware of the benefits promoted by products with popular healthy claims
- Food services could offer takeout healthy options
Purchase of Healthy Food/Drinks
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- Non-alcoholic drinks that resemble alcoholic options may be an alternative for consumers seeking healthy habits
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- Figure 12: Purchase of healthy food/drinks – Brazil, May 2019
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- Figure 13: Dado Bier Hop Soda
- Purchase of healthy meat should increase among young consumers as plant-based options gain more space
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- Figure 14: Purchase of healthy food/drinks, by age group – Brazil, May 2019
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- Figure 15: Seara Incrível Burger (100% plant-based burger)
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- Figure 16: Futuro Burger can be found at the Lanchonete da Cidade, in São Paulo, and other foodservice chains in Brazil
- Figure 17: Beleaf Lasagna Bolognese made of vegetable meat from Fazenda Futuro
Healthy Food/Drink Purchase Channels
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- Manufacturers’ own channels can give more relevance to online sales
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- Figure 18: Healthy food/drink purchase channels – Brazil, May 2019
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- Figure 19: Nestlé official store on Mercado Livre
- Figure 20: Empório Nestlé sells products of the brand online
- Exclusive sales of healthy snacks and sweets in pharmacies can ensure the relevance of this channel among young consumers
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- Figure 21: Healthy food/drink purchase channels, by age group – Brazil, May 2019
Motivations to Buy Healthy Foods/Drinks
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- Food and drinks that promote the healthy aging need to break stigma they are made only for the elderly
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- Figure 22: Motivations to buy healthy foods/drinks – Brazil, May 2019
- C12 consumers also eat healthy to have mental/emotional wellbeing
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- Figure 23: Motivations to buy healthy foods/drinks, by socioeconomic groups – Brazil, May 2019
- Whey protein can be used as a healthy ingredient in mass gain products aimed at men aged 16-34
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- Figure 24: Motivations to buy healthy foods/drinks, by age group and gender – Brazil, May 2019
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- Figure 25: Oatmega whey protein products are positioned for any situation
Healthy Diets
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- The popularity of low carb diets opens space for low carb ready meals
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- Figure 26: Healthy diets – Brazil, May 2019
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- Figure 27: Cali’flour Foods
- Losing weight motivates Brazilians to follow a detox diet
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- Figure 28: Motivations to buy healthy foods/drinks, by healthy diets – Brazil, May 2019
- Meat-free adepts believe vegetal protein is healthier than animal protein
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- Figure 29: Opinions toward healthy eating, by healthy diets – Brazil, May 2019
Benefits Expected from Healthy Claims
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- Brazilians, in general, are aware of the benefits promoted by products with popular healthy claims
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- Figure 30: Benefits expected from healthy claims – Brazil, May 2019
- Older consumers may be interested in products that use a greater quantity of fibers as a way of reducing sugar level
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- Figure 31: Benefits expected from healthy claims – Brazil, May 2019
Opinions toward Healthy Eating
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- Food services could offer take away healthy options
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- Figure 32: Opinions toward healthy eating – Brazil, May 2019
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- Figure 33: Vienna Snacks
- Figure 34: Amazon Go 100% automated stores
- Organic products may be an option for young people concerned with GMOs
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- Figure 35: Opinions toward healthy eating, by age group – Brazil, May 2019
Appendix – Abbreviations
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- Abbreviations
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