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Healthy Eating Trends - Brazil - December 2018

"Brazilians have an interest in adopting and maintaining healthy eating habits, but there are some barriers to overcome, such as the high price of healthy products and the difficulty of identifying and finding these products. Despite that, consumers are willing to pay more for products with specific claims, such as organic/natural, added vitamins/minerals, and high fiber, which means depending on the attributes price doesn't have much weight. In order not to be dependent on price, brands need to invest in educating consumers about the benefits of their products, and provide more practical and convenient options."

- Ana Paula Gilsogamo, Food and Drink Analyst

This report will look at the following areas:

  • New food labeling rules challenge brands to invest in more healthful recipes
  • Brazilians find it difficult to maintain healthy eating habits
  • Certain health claims need to find ways of adding value to products

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • New food labeling rules challenge brands to invest in more healthful recipes
              • Brazilians find it difficult to maintain healthy eating habits
                • Figure 1: Barrier to maintain healthy eating habits, September 2018
              • Certain health claims need to find ways of adding value to products
                • Figure 2: Health claims interest, September 2018
              • Opportunities
                • Despite the economic and political uncertainties, the market seems to have reacted positively after the elections
                  • Aging population and health problems such as obesity and overweight can boost healthy eating habits
                    • Food and drink brands can offer small-sized products to attract those who prefer having smaller-portioned meals
                      • Figure 3: Health eating behaviors, September 2018
                    • Production processes that preserve most food nutrients and characteristics can appeal to consumers
                      • What we think
                      • The Market – What You Need to Know

                        • Despite the economic and political uncertainties, the market seems to have reacted positively after the elections
                          • New food and drink labeling rules should impact the market
                            • Aging population and health problems such as obesity and overweight can also influence the sector
                            • Market Drivers

                              • Despite the economic and political uncertainties, the market seems to have reacted positively after the elections
                                • Figure 4: Average R$/US$ commercial exchange rate (sales value), January 2013-October 2018
                              • New food and drink labeling rules should impact the market
                                • Figure 5: Models of food labeling being evaluated by Anvisa
                              • Regulation of pesticides can impact the organic food segment
                                • Obesity affects almost 20% of the Brazilian population and grows more among young people
                                  • Aging population can boost healthy eating habits
                                    • Brazilians are doing more physical activities and eating more fruits and vegetables
                                    • Key Players – What You Need to Know

                                      • Big brands invest in products with health claims
                                        • Products with a combination of added benefits can help consumers establish a healthy eating habit
                                        • Marketing Campaigns and Actions

                                          • Heinz changes its label to highlight its ingredients
                                            • Figure 6: Heinz Ketchup new label
                                          • Nestlé launches a line of organic flour and cereals
                                            • Figure 7: Nestlé Organic Oat
                                          • Carrefour plans to give more space for organic products
                                            • McDonald's launches McVeggie with typically Brazilian ingredients
                                              • Figure 8: McVeggie
                                            • After gluten-free products, Barilla launches vegetable-based products in the US
                                            • Who's Innovating?

                                              • Brazilian consumers demonstrate an interest in paying more for organic and natural products
                                                • Figure 9: Percentage of launches with organic claim, by category, Brazil, January 2015-December 2017
                                              • Products with a combination of added benefits can help consumers establish a healthy eating habit
                                                • Figure 10: Percentage of global launches within the category of food and functional non-alcoholic drinks with added benefits, by specific functionalities and added benefits, January 2013-December 2017
                                            • The Consumer – What You Need to Know

                                              • Having smaller portioned meals is the main behavior to maintain healthy eating habits
                                                • New labeling rules can give even more emphasis to claims such as low trans fats, low sodium, and low sugar
                                                  • Delivery of healthy meals appeals to Millennials, who are less confident to cook at home
                                                    • Natural ingredients that combine functional benefits can appeal to Brazilian consumers
                                                      • Production processes that preserve most food nutrients and characteristics can appeal to consumers
                                                      • Healthy Eating Habits Status and Interests

                                                        • Majority of Brazilians are in the process of adopting healthy eating habits, but find it difficult to do so
                                                          • Figure 11: Healthy eating habits status and interests, September 2018
                                                      • Healthy Eating Behaviors

                                                        • Having smaller portioned meals is the main behavior to maintain healthy eating habits
                                                          • Figure 12: Health eating behaviors, September 2018
                                                        • Products free from animal-sourced ingredients can appeal to those aged 35+ by investing in transparency
                                                          • Figure 13: Healthy eating behaviors, by age group, September 2018
                                                          • Figure 14: Tetra Pak video
                                                        • Apps that help monitor diets and physical exercises can attract men
                                                          • Figure 15: Healthy eating behaviors, by gender, September 2018
                                                          • Figure 16: Concrete Jungle Cafe campaign
                                                      • Health Claims Interest

                                                        • New labeling rules can give even more emphasis to claims such as low trans fats, low sodium, and low sugar
                                                          • Figure 17: Health claims interest, September 2018
                                                          • Figure 18: Health claims interest, by age, September 2018
                                                        • Breakfast products can appeal to DE consumers by adding vitamins and minerals
                                                          • Figure 19: Health claims interest, by socioeconomic group, September 2018
                                                        • Other categories outside the universe of bread and biscuits can invest in high-fiber content to attract consumers
                                                          • Figure 20: Health claims interest, by gender, September 2018
                                                      • Opinions on and Interest in Healthy Foods

                                                        • As Brazilians are living more, brands can focus on prevention and long-term benefits
                                                          • Figure 21: Opinions on and interest in healthy foods, by age, September 2018
                                                        • Food with added benefits for children appeal to parents from the AB socioeconomic group
                                                          • Figure 22: Opinions and interest on healthy foods, by socioeconomic group, September 2018
                                                        • Delivery of healthy meals appeals to Millennials, who are less confident to cook at home
                                                          • Figure 23: Opinions and interest on healthy foods, by generation, September 2018
                                                          • Figure 24: Liv Up video
                                                          • Figure 25: Kit Classic Box - Balance Box
                                                          • Figure 26: Dinnerly website
                                                      • Attitudes toward Healthy Eating

                                                        • Natural ingredients that combine functional benefits can appeal to Brazilian consumers
                                                          • Figure 27: Attitudes towards healthy eating, September 2018
                                                        • Online content can stimulate consumption of trending products and ingredients
                                                          • Figure 28: Attitudes towards healthy eating and Opinions and interest on healthy foods, by gender, September 2018
                                                          • Figure 29: Google Trends Explore - Search for the term "Kombucha" in Brazil, January 2016-November 2018
                                                        • Gluten-free products that stimulate weight loss can appeal to those aged 16-34
                                                          • Figure 30: Attitudes towards healthy eating, by age group, September 2018
                                                      • Attitudes towards Healthy Food/Products

                                                        • Natural colors and flavors can bring a more healthful perception for indulgent food and drinks
                                                          • Figure 31: Attitudes towards healthy food/products, September 2018
                                                        • Production processes that preserve most food nutrients and characteristics can appeal to consumers
                                                          • Figure 32: Attitudes towards healthy food/products, by healthy eating habits status and interests, September 2018
                                                      • Barrier to Maintain Healthy Eating Habits

                                                        • Specialized shops and dedicated sections can facilitate the search for healthy products
                                                          • Figure 33: Barrier to maintain healthy eating habits, September 2018
                                                        • Launches of healthy brands with indulgent appeal can break the flavor barrier
                                                          • Figure 34: Barrier to maintain healthy eating habits, by socioeconomic group, September 2018
                                                      • Appendix – Abbreviations

                                                        • Abbreviations

                                                        Healthy Eating Trends - Brazil - December 2018

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