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Healthy Eating Trends - Brazil - December 2017

“Brazilians are gradually adopting healthy eating habits. However, despite the intention to limit the intake of salt, sugar, meat and carbohydrates, for example, the majority of consumers still don’t want to radically change their behavior. In this scenario, brands need to understand what consumers expect in terms of healthy eating habits in each category and consumption occasion.”

– Ana Paula Gilsogamo, Food and Drink Analyst

This report examines the following issues:

  • There are still barriers to some healthy eating habits
  • Healthy eating is strongly associated with cooking at home

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • 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

                            • Economic growth and health problems influence healthy eating trends
                            • Market Drivers

                              • 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

                                              • 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

                                                    • Unilever invests in the acquisition of healthful brands
                                                      • Coca-Cola launches healthful and functional products
                                                        • Sadia communicates myths and truths about frozen ready meals
                                                          • Figure 1: “Pratos Prontos Sadia” campaign
                                                        • Dia’s private label launches healthful products brand
                                                          • Emergence of 100% organic markets and supermarkets
                                                            • Figure 2: “Eu Rastreio” campaign
                                                        • The Consumer – What You Need to Know

                                                          • 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

                                                                  • Consumers are most likely to choose “healthy” on fish and meat categories
                                                                    • Figure 3: Most popular categories for healthy eating, May 2017
                                                                  • Functional options of ready meals may appeal to young consumers
                                                                    • 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
                                                                    • Figure 5: Most popular categories for healthy eating, soft drinks, by age and gender, May 2017
                                                                • Meal Occasions Chosen for Healthy Eating

                                                                  • Brazilians are most likely to choose a “healthy” option for breakfast
                                                                    • Figure 6: Meal occasions chosen for healthy eating, May 2017
                                                                  • Quick and healthy options for lunch may appeal to full-time workers
                                                                    • Figure 7: Meal occasions chosen for healthy eating, lunch, by occupation, May 2017
                                                                    • Figure 8: “Restô Dontê” series
                                                                  • Healthy after-dinner snack options appeal to those aged 45+
                                                                    • Figure 9: Meal occasions chosen for healthy eating, snack after dinner, by age, May 2017
                                                                • Attitudes toward Healthy Eating

                                                                  • Limiting the amount of salt is the main approach to healthy eating
                                                                    • Figure 10: Attitudes toward healthy eating, May 2017
                                                                  • Many consumers want to reduce their meat consumption
                                                                    • Figure 11: Attitudes toward healthy eating, adherence to diet and consumption of meat, May 2017
                                                                  • Products with natural sweeteners may appeal to women
                                                                    • Figure 12: Attitudes toward healthy eating, artificial sweeteners, by gender, May 2017
                                                                • Behaviors toward Healthy Eating

                                                                  • Menus with greater variety can help consumers eat healthily
                                                                    • Figure 13: Behaviors toward healthy eating, May 2017
                                                                  • Low carb diet products may appeal to women aged 55+
                                                                    • 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
                                                                    • Figure 15: Behaviors toward healthy eating, by socioeconomic group, May 2017
                                                                • Appendix – Abbreviations

                                                                  • Abbreviations

                                                                  Healthy Eating Trends - Brazil - December 2017

                                                                  US $3,995.00 (Excl.Tax)