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Healthy Eating Trends - Brazil - November 2014
Introduction
 
“Brazilian consumers already eat lots of fruit and vegetables, and other healthy products are quickly gaining ground. Products made with whole grains are already consumed by more than half of the population, but can still grow through categories other than bread. With more than a quarter of Brazilians saying they have changed their diet due to health problems, it is possible that more Brazilians embrace healthier eating habits, driving the market for products in this segment.”
-Naira Sato, Senior Analyst

We will answer the following key questions in this report:

●	How can functional products be made more accessible to the elderly?
●	Could food connected to the practice of exercise be attractive to the socioeconomic group AB?
●	Can organic products stand out through flavor?
●	Can Asian medicine influence the consumption of healthy products in Brazil?
●	Can grains gain more acceptance in the Brazilian market?

Definitions
This report aims to identify the behavior of Brazilians in relation to healthy eating, as well as their perception of this category. This information could help healthy food and drink manufacturers to identify market opportunities, thereby helping to boost the category in Brazil.

Diet, light, and zero
In Brazil, light foods and drinks are classified as such for containing at least 25% less of a component than their regular version. This could be calories, sugar, or salt, among others. On the other hand, zero defines products that contain an insignificant amount of such components (in relation to the original version of the product). The Brazilian consumer often interprets a zero product as having no calories, while light is perceived as a product with reduced calories. For this reason, they are seen as products with different benefits. 

Healthiness claims (“minus,” “functional,” “free from,” “natural,” and “plus”)
According to GNPD, the following claims are made for each one of these categories:

Free from | Alcohol-free, caffeine-free, hormone-free, mineral-oil-free, parabens-free, neutral pH, silicon-free, sulphite-free
Functional | Antioxidant, antiperspirant, antibacterial, aesthetic benefits, health of the bones, benefits to the brain and the nervous system, fresh breath, cardiovascular benefits, digestive benefits, energetic, health of the eyes, satiety, benefits to the immune system, probiotic, benefits to the skin, hair, and nails, weight loss, improvements to stress and sleep, UV protection, waterproof, water-resistant, muscle and weight gain
Minus | Without/with reduction of/less: calories, carbohydrates, saturated fats, sodium, sugar, trans fats
Natural | 100% natural products, aroma therapeutic, herbal, preservative-free, organic, whole (wholemeal), GMO free
Plus | Added calcium, high fiber content, more protein, fortified with vitamins/minerals, with vegetable sterols/stanols.

Abbreviations
FOSHU | Food for Specified Health Uses
IBGE | Instituto Brasileiro de Geografia e Estatística (Brazilian Institute for Geography and Statistics)
R$ | Real (Brazilian currency)
SPC | Serviço de Proteção ao Crédito (Credit Protection Service)
US | United States of America
Vigitel | Vigilância de Fatores de Risco e Proteção para Doenças Crônicas por Inquérito Telefônico (Invigilation of Risk Factors and Protection against Chronic Diseases by Telephone Inquest)

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