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Healthy Eating Trends - Brazil - November 2014

“There are opportunities to improve the positioning of healthy products. It could be very broad, if targeted at young people, but it could also serve a niche, such as for diet products. For functional products, it is important to highlight the promised benefits so that consumers can identify the suitable products accordingly.”
– Naira Sato, Senior Analyst

Some questions answered in this report include:

  • Could healthy products without healthiness claims attract young consumers?
  • Can diet products grow in the market by differentiating themselves from light and zero
  • Is it possible to improve the communication of the benefits promised by healthy products

 

Brazilians are already displaying a change in their eating habits due to health conditions. Nevertheless, functional products are not widely consumed by elderly people, the group most concerned about their health, and many consumers are still skeptical about the benefits of healthy products. Besides, the lack of information about certain products, such as whole grains, can influence the high-price perception that many Brazilians have of healthy products.
 

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Table of contents

  1. Introduction

      • Definitions
        • Diet, light, and zero
          • Healthiness claims (“minus,” “functional,” “free from,” “natural,” and “plus”)
            • Abbreviations
            • Executive Summary

                • The consumer
                  • The debts of elder Brazilians could impact the consumption of functional products
                    • Figure 1: Total consumption of functional products with health benefits, by age group, July 2014
                  • Young women tend to control their diet Monday to Friday
                    • Figure 2: Occasions “I tend to eat healthier foods during the working week” and “I eat more healthy foods as a detox after a day having junk food,” by total and females 16-24, July 2014
                  • Emphasizing the taste of organic products could boost the sales of healthy products
                    • Figure 3: Attitudes and behaviors toward healthy food/products, July 2014
                  • Examples from the Asian food market that enhance health could be used in Brazil
                    • Figure 4: Attitude “I try to eat healthier foods nowadays because I have health conditions,” by age group, July 2014
                  • Teaching ABC1s how to use whole grains in more recipes could help to increase the uptake of the category
                    • Figure 5: Attitudes “I would eat more whole grains if they were better value for money” and “I would eat more whole grains if I knew how to use them in different recipes,” by socioeconomic group, July 2014
                  • What we think
                  • Issues and Insights

                      • Could healthy products without healthiness claims attract young consumers?
                        • Can diet products grow in the market by differentiating themselves from light and zero?
                          • Is it possible to improve the communication of the benefits promised by healthy products?
                          • Trend Application

                            • Help Me Help Myself
                              • FSTR HYPR
                                • Let’s Make a Deal
                                • Who is Innovating?

                                  • Key points
                                    • Launches with functional claims have been growing their share in the country
                                      • Figure 6: Share of food and drink launches in the total of products with healthiness claims (“minus,” “functional,” “free from,” “natural,” and “plus”), Brazil, 2009-13
                                      • Figure 7: Share of food and drink launches in the total of the eight subcategories with “functional” claims, Brazil, 2009-13
                                    • Food products could utilize the claims used by drinks in order to foster consumption, and vice versa
                                      • Figure 8: Share of food launches with healthiness claims (“minus,” “functional,” “free from,” “natural,” and “plus”) in the total of food launches, Brazil, 2013
                                      • Figure 9: Share of drink launches with healthiness claims (“minus,” “functional,” “free from,” “natural,” and “plus”) in the total of drink launches, Brazil, 2013
                                  • The Consumer – Frequency of Eating Healthy Products/Foods

                                    • Key points
                                      • More than nine in 10 Brazilians revealed that they eat fruit and vegetables
                                        • Figure 10: Frequency of eating healthy products/foods, July 2014
                                      • Just like the bread category, other products made with whole grains have growth potential in Brazil
                                        • Figure 11: Frequency of eating healthy products/foods, by gender, July 2014
                                      • Debts of the elderly could impact the consumption of functional products
                                        • Figure 12: Total consumption of functional products with health benefits, by age group, July 2014
                                    • The Consumer – Occasions of Eating Healthy Products/Foods

                                      • Key points
                                        • Lunch is the most important occasion for eating healthy foods
                                          • Figure 13: Occasions of eating healthy products/foods, July 2014
                                        • Younger women tend to control their diet more carefully during the working week
                                          • Figure 14: Occasions “I tend to eat healthier foods during the working week” and “I eat more healthy foods as a detox after a day having junk food,” by total and females 16-24, July 2014
                                        • Foods contributing to the practice of physical exercise could attract ABs
                                          • Figure 15: Occasion “I tend to eat healthier foods before/after practicing sports/exercises,” by socioeconomic group, July 2014
                                      • The Consumer – Attitudes and Behaviors toward Healthy Food/Products

                                        • Key points
                                          • Emphasizing the benefits of organic products could improve their sales
                                            • Figure 16: Attitudes and behaviors toward healthy food/products, July 2014
                                          • Aethetic benefits of gluten- and lactose-free products could attract a broader consumer base to the segment
                                          • The Consumer – Attitudes toward Healthy Food/Products

                                            • Key points
                                              • Health conditions could impact the demand for healthy foods
                                                • Figure 17: Attitudes toward healthy food/products, July 2014
                                              • Examples from the Asian food market that contribute to a healthy lifestyle could be used in Brazil
                                                • Figure 18: Attitude “I try to eat healthier foods nowadays because I have health conditions,” by age group, July 2014
                                              • ABs could evaluate international eating trends better than other groups because they have a stronger interest in healthy eating
                                                • Figure 19: Attitude “I wish there were more options for healthy products at the supermarkets,” by socioeconomic group, July 2014
                                            • The Consumer – Attitudes toward Grains

                                              • Key points
                                                • Consumers of healthy products have limited experience with whole grains and whole-grain products
                                                  • Figure 20: Attitudes toward grains, July 2014
                                                • Teaching ABC1s how to use whole grains in recipes could help to drive growth in the category
                                                  • Figure 21: Attitudes “I would eat more whole grains if they were better value for money” and “I would eat more whole grains if I knew how to use them in different recipes,” by socioeconomic group, July 2014
                                                • More information about the benefits of grains could also help to drive consumption in the category
                                                • Appendix – Frequency of Eating Healthy Food/Products

                                                    • Figure 22: Frequency of eating healthy food/products, July 2014
                                                    • Figure 23: Frequency of eating healthy food/products – Fruit, by demographics, July 2014
                                                    • Figure 24: Frequency of eating healthy food/products – Vegetables, by demographics, July 2014
                                                    • Figure 25: Frequency of eating healthy food/products – Whole grains, by demographics, July 2014
                                                    • Figure 26: Frequency of eating healthy food/products – Whole-grain products, by demographics, July 2014
                                                    • Figure 27: Frequency of eating healthy food/products – Gluten-free products, by demographics, July 2014
                                                    • Figure 28: Frequency of eating healthy food/products – Organic products, by demographics, July 2014
                                                    • Figure 29: Frequency of eating healthy food/products – Diet/light products, by demographics, July 2014
                                                    • Figure 30: Frequency of eating healthy food/products – Lactose-free products, by demographics, July 2014
                                                    • Figure 31: Frequency of eating healthy food/products – Functional products with health benefits, by demographics, July 2014
                                                • Appendix – Occasions of Eating Healthy Food/Products

                                                    • Figure 32: Occasions of eating healthy food/products, July 2014
                                                    • Figure 33: Most popular occasions of eating healthy food/products, by demographics, July 2014
                                                    • Figure 34: Next most popular occasions of eating healthy food/products, by demographics, July 2014
                                                    • Figure 35: Frequency of eating healthy food/products – Total consumption, by most popular occasions of eating healthy food/products, July 2014
                                                    • Figure 36: Frequency of eating healthy food/products – Total consumption, by next most popular occasions of eating healthy food/products, July 2014
                                                • Appendix – Attitudes and Behaviors toward Healthy Food/Products

                                                    • Figure 37: Attitudes and behaviors toward healthy food/products, July 2014
                                                    • Figure 38: Most popular attitudes and behaviors toward healthy food/products, by demographics, July 2014
                                                    • Figure 39: Next most popular attitudes and behaviors toward healthy food/products, by demographics, July 2014
                                                    • Figure 40: Frequency of eating healthy food/products – Total consumption, by most popular attitudes and behaviors toward healthy food/products, July 2014
                                                    • Figure 41: Frequency of eating healthy food/products – Total consumption, by next most popular attitudes and behaviors toward healthy food/products, July 2014
                                                • Appendix – Attitudes toward Healthy Food/Products

                                                    • Figure 42: Attitudes toward healthy food/products, July 2014
                                                    • Figure 43: Most popular attitudes toward healthy food/products, by demographics, July 2014
                                                    • Figure 44: Next most popular attitudes toward healthy food/products, by demographics, July 2014
                                                    • Figure 45: Frequency of eating healthy food/products – Total consumption, by most popular attitudes toward healthy food/products, July 2014
                                                    • Figure 46: Frequency of eating healthy food/products – Total consumption, by next most popular attitudes toward healthy food/products, July 2014
                                                • Appendix – Attitudes toward Grains

                                                    • Figure 47: Attitudes toward grains, July 2014
                                                    • Figure 48: Most popular attitudes toward grains, by demographics, July 2014
                                                    • Figure 49: Next most popular attitudes toward grains, by demographics, July 2014
                                                    • Figure 50: Frequency of eating healthy food/products – Total consumption, by most popular attitudes toward grains, July 2014
                                                    • Figure 51: Frequency of eating healthy food/products – Total consumption, by next most popular attitudes toward grains, July 2014

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                                                Healthy Eating Trends - Brazil - November 2014

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