Healthiness & Sustainability – Brazil – December 2019
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Description
“Most Brazilians claim to have or to be adopting a healthy lifestyle, largely because their growing health problems force them to make this change. Not only the physical aspect but also emotional wellbeing has become an important part of a healthy lifestyle, as many claim to be feeling stressed. Healthiness has also been closely associated with sustainability, which has encouraged Brazilians to be more informed and interested in the theme.”
– Naira Sato, Research Director
This report looks at the following areas:
- Growing obesity and lack of physical activity affect Brazilians’ health
- As consumption of electronics grows, e-waste becomes a problem
- Negative image of plastic makes industry invest in more sustainable alternatives
Table of Contents
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Overview
- What you need to know
- Definition
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Executive Summary
- Challenges
- Growing obesity and lack of physical activity affect Brazilians’ health
- As consumption of electronics grows, e-waste becomes a problem
- Negative image of plastic makes industry invest in more sustainable alternatives
- Opportunities
- Families could exercise together to improve their health
- Men are concerned about physical and emotional wellbeing
- Cosmetics made with yogurt can be healthy and sustainable
- Consumers with a very healthy lifestyle exercise and seek beauty treatments to de-stress
- What we think
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Market Drivers
- Growing obesity affects Brazilians’ health
- Women do less physical activity than men
- New rules on nutritional labeling should impact the market
- Ban on plastic straws raises the question of sustainability
- High level of food waste impacts businesses and consumers
- Brazil has high waste production and limited recycling rates
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Key Players – What You Need to Know
- Cabify campaigns address sustainability and social responsibility
- Stress control products that can be used on the go appeal to women
- Nespresso launches “The Positive Cup” strategy
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Marketing Campaigns and Actions
- Big brands join in an international project for the use of fully reusable packaging
- Figure 1: TerraCycle Introduces Loop
- Santos FC partners with WWF to warn of ocean pollution
- Carrefour invests in healthy and sustainable actions
- Figure 2: Act for Food, October 2018
- Nestlé launches a platform that allows consumers to identify whether they are consuming more sugar than they should
- Figure 3: Nestlé’s sugar calculator
- In Mexico, Coca-Cola highlights the life cycle of its bottles
- Figure 4: Coca-Cola campaign
- Cabify campaigns address sustainability and social responsibility
- Figure 5: Smart Collection by Cabify
- Big brands join in an international project for the use of fully reusable packaging
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Who’s Innovating?
- Stress control products that can be used on the go appeal to women
- Figure 6: Percentage of food and drinks launches with “stress/sleep” functional claim within the segment total, 2014-18, global
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- Figure 7: On-the-go products with stress control claims
- Biodegradable packaging can help consumers be more sustainable
- Figure 8: Percentage of beauty and personal care products launches with sustainable claims (“ethical/environmental”) within the segment total, January 2017-October 2019, global
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- Figure 9: Products with biodegradable or compostable packaging
- Stress control products that can be used on the go appeal to women
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Case Studies
- Liv Up sells food with organic and natural ingredients and uses sustainable plastic
- Figure 10: Liv Up product examples
- Nespresso launches “The Positive Cup” strategy
- Figure 11: Nespresso The Positive Cup
- Liv Up sells food with organic and natural ingredients and uses sustainable plastic
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The Consumer – What You Need to Know
- DE consumers don’t have a very healthy lifestyle
- Skin health is a topic that can attract men aged 45-54
- Users of health apps have an interest in growing their own vegetables at home
- As consumption of electronics grows, e-waste becomes a problem
- Negative image of plastic makes industry invest in more sustainable alternatives
- Cosmetics made with yogurt can be healthy and sustainable
- Alternative transport can help consumers maintain their very healthy lifestyle
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Rating of Healthiness of Lifestyle
- DE consumers don’t have a very healthy lifestyle
- Figure 12: Rating of healthiness of lifestyle, by socioeconomic group, August 2019
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- Figure 13: Alcohol-free drinks with relaxing scents
- Families could exercise together to improve their healthy lifestyle
- Figure 14: Rating of healthiness of lifestyle, by housing situation, August 2019
- DE consumers don’t have a very healthy lifestyle
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Most Important Factors for Staying Healthy
- Apps can help men take care of their physical and mental wellbeing
- Figure 15: Most important factors for staying healthy, by gender, “any do” total, August 2019
- Young people know it is important, but they don’t drink enough water
- Figure 16: Most important factors for staying healthy, by age group, August 2019
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- Figure 17: Hydra smart bottle
- Figure 18: Prolonged hydration water
- Skin health is a topic that can attract men aged 45-54
- Figure 19: Most important factors for staying healthy, by men’s age group, August 2019
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- Figure 20: Sunscreens in a convenient format for men
- Apps can help men take care of their physical and mental wellbeing
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Attitudes toward Health
- Relaxing benefits can be associated with indulgent foods
- Figure 21: Attitudes toward health, August 2019
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- Figure 22: Chocolates with ingredients that help reduce stress
- Consumers with very healthy lifestyle seek beauty treatments to de-stress
- Figure 23: Rating of healthiness of lifestyle (“very healthy”), by attitudes toward health, August 2019
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- Figure 24: Beauty products with natural and relaxing ingredients
- Users of health apps have an interest in growing their own vegetables at home
- Figure 25: Helping sustainability, by attitudes toward health, August 2019
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- Figure 26: “Cultivar! Brasil” app
- Figure 27: Woolworths “Discovery Garden” kit
- Relaxing benefits can be associated with indulgent foods
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Recycled Products
- As consumption of electronics grows, e-waste becomes a problem
- Figure 28: Recycled products, August 2019
- Consumers in the Southern region are more likely to recycle
- Figure 29: Recycled products, by region, August 2019
- As consumption of electronics grows, e-waste becomes a problem
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Sustainable Products Definition
- Negative image of plastic makes industry invest in more sustainable alternatives
- Figure 30: Sustainable products definition, August 2019
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- Figure 31: Products with packaging made of sugarcane plastic
- Agroecology concept can become more popular in Brazil
- Figure 32: Helping sustainability, by sustainable products definition, August 2019
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- Figure 33: Narda Lepes and Lele Cristóbal workshop
- Negative image of plastic makes industry invest in more sustainable alternatives
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Helping Sustainability
- Renting premium products may appeal to parents who have an interest in purchasing secondhand objects
- Figure 34: Helping sustainability, by parental status, August 2019
- Cosmetics made with yogurt can be healthy and sustainable
- Figure 35: Behaviors toward sustainable habits, by helping sustainability, August 2019
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- Figure 36: Beauty products containing yogurt as an ingredient
- Renting premium products may appeal to parents who have an interest in purchasing secondhand objects
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Behaviors toward Sustainable Habits
- Alternative transport can help consumers maintain their very healthy lifestyle
- Figure 37: Rating of healthiness of lifestyle (“very healthy”), by behaviors toward sustainable habits, August 2019
- Healthy products refill can attract consumers aged 55+
- Figure 38: Behaviors toward sustainable habits, by age group, August 2019
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- Figure 39: Healthy products in sustainable refill packaging
- Brands can help consumers adopt more sustainable actions
- Figure 40: Sustainable products definition by behaviors toward sustainable habits, August 2019
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- Figure 41: Sprite campaign in Mexico
- Alternative transport can help consumers maintain their very healthy lifestyle
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Appendix – Abbreviations
- Abbreviations
About the report
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