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Healthy Eating Trends - What Products and Ingredients are Catching Consumers' Attention - Brazil - September 2019

“In addition to physical wellbeing, consumers buy healthy food and drinks in order to have the benefits of mental/emotional wellbeing and healthy aging. Brands and companies need to develop products that meet these demands, making them more democratic, since Brazilians from all socioeconomic groups already understand that eating healthy can help better control emotional disorders. Products that promote healthy aging, on the other hand, still need to overcome prejudice. Focusing on prevention can be a way of ending the stigma that these products have.”

- Marina Ferreira, Food and Drinks Specialist

This report will look at the following areas:

  • Food and drinks that promote a healthy aging need to overcome prejudice
  • Ban on Moringa use in foods forces companies to find other ingredients that deliver the same benefits
  • Brazilians recognize the benefits related to the main healthy claims, but companies must make sure they don’t misunderstand the concepts of gluten- and lactose-free

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Food and drinks that promote a healthy aging need to overcome prejudice
              • Ban on Moringa use in foods forces companies to find other ingredients that deliver the same benefits
                • Brazilians recognize the benefits related to the main healthy claims, but companies must make sure they don’t misunderstand the concepts of gluten- and lactose-free
                  • Opportunities
                    • Sales of organic products can grow with discussion on pesticides, fear of GMOs and incentive from the government
                      • C12 consumers also seek food and drinks that deliver the benefit of mental/emotional wellbeing
                        • Figure 1: Opinions toward healthy eating, by socioeconomic group – Brazil, May 2019
                      • Plant-based versions have gained space among consumers willing to adopt healthy eating habits
                        • What we think
                        • Market Drivers

                          • New laws and government incentives can boost the production of organic products
                            • Unhealthy eating habits contribute to the development of diseases at later stages of life
                              • Figure 2: Percentage of the adult population (aged 18+) in the Brazilian state capitals – Brazil, 2018
                            • Anvisa temporarily prohibits the use of Moringa oleifera in foods
                            • Key Players – What You Need to Know

                              • Carrefour launches a program to help consumers follow a healthy diet
                                • Brands and companies need to give more attention to the Mediterranean diet, as it stands out due to its connection with longevity
                                  • The Not Company uses artificial intelligence to create products without animal-sourced ingredients
                                  • Marketing Campaigns and Actions

                                    • Carrefour launches a program to help consumers follow a healthy diet
                                      • Figure 3: Act For Food program
                                      • Figure 4: “Healthy For All” program
                                    • Nestlé launches a platform that allows consumers to identify whether they are consuming more sugar than they should
                                      • Figure 5: Nestlé’s sugar calculator
                                    • Qpod uses lotus flower seed as a basis for its healthy popcorn
                                      • Figure 6: Qpod lotus flower popcorn
                                  • Who’s Innovating?

                                    • Brands and companies can invest in probiotics beyond the category of yogurts
                                      • Figure 7: Launches of products with probiotics, by category – Brazil, January 2015 to July 2019
                                    • Brands and companies need to give more attention to the Mediterranean diet, as it stands out due to its connection with longevity
                                      • Figure 8: Launches of food featuring “Mediterranean diet” on description – Top three countries and Brazil, 2014-18
                                  • Case Studies

                                    • The Not Company uses artificial intelligence to create products without animal-sourced ingredients
                                      • Figure 9: NotCo uses artificial intelligence to create plant-based alternatives with identical flavor to animal-sourced products
                                    • Producers of plant-based meats expand distribution to food services
                                      • Figure 10: Burger King’s Impossible Whopper
                                      • Figure 11: Dunkin’ Donuts Beyond Sausage Breakfast Sandwich
                                  • The Consumer – What You Need to Know

                                    • Non-alcoholic drinks that resemble alcoholic options may be an alternative for consumers seeking healthy habits
                                      • Exclusive sales of healthy snacks and sweets in pharmacies can ensure the relevance of this channel among young consumers
                                        • Food and drinks that promote the healthy aging need to break stigma they are made for the elderly
                                          • Meat-free adepts believe vegetal protein is healthier than animal protein
                                            • Brazilians, in general, are aware of the benefits promoted by products with popular healthy claims
                                              • Food services could offer takeout healthy options
                                              • Purchase of Healthy Food/Drinks

                                                • Non-alcoholic drinks that resemble alcoholic options may be an alternative for consumers seeking healthy habits
                                                  • Figure 12: Purchase of healthy food/drinks – Brazil, May 2019
                                                  • Figure 13: Dado Bier Hop Soda
                                                • Purchase of healthy meat should increase among young consumers as plant-based options gain more space
                                                  • Figure 14: Purchase of healthy food/drinks, by age group – Brazil, May 2019
                                                  • Figure 15: Seara Incrível Burger (100% plant-based burger)
                                                  • Figure 16: Futuro Burger can be found at the Lanchonete da Cidade, in São Paulo, and other foodservice chains in Brazil
                                                  • Figure 17: Beleaf Lasagna Bolognese made of vegetable meat from Fazenda Futuro
                                              • Healthy Food/Drink Purchase Channels

                                                • Manufacturers’ own channels can give more relevance to online sales
                                                  • Figure 18: Healthy food/drink purchase channels – Brazil, May 2019
                                                  • Figure 19: Nestlé official store on Mercado Livre
                                                  • Figure 20: Empório Nestlé sells products of the brand online
                                                • Exclusive sales of healthy snacks and sweets in pharmacies can ensure the relevance of this channel among young consumers
                                                  • Figure 21: Healthy food/drink purchase channels, by age group – Brazil, May 2019
                                              • Motivations to Buy Healthy Foods/Drinks

                                                • Food and drinks that promote the healthy aging need to break stigma they are made only for the elderly
                                                  • Figure 22: Motivations to buy healthy foods/drinks – Brazil, May 2019
                                                • C12 consumers also eat healthy to have mental/emotional wellbeing
                                                  • Figure 23: Motivations to buy healthy foods/drinks, by socioeconomic groups – Brazil, May 2019
                                                • Whey protein can be used as a healthy ingredient in mass gain products aimed at men aged 16-34
                                                  • Figure 24: Motivations to buy healthy foods/drinks, by age group and gender – Brazil, May 2019
                                                  • Figure 25: Oatmega whey protein products are positioned for any situation
                                              • Healthy Diets

                                                • The popularity of low carb diets opens space for low carb ready meals
                                                  • Figure 26: Healthy diets – Brazil, May 2019
                                                  • Figure 27: Cali’flour Foods
                                                • Losing weight motivates Brazilians to follow a detox diet
                                                  • Figure 28: Motivations to buy healthy foods/drinks, by healthy diets – Brazil, May 2019
                                                • Meat-free adepts believe vegetal protein is healthier than animal protein
                                                  • Figure 29: Opinions toward healthy eating, by healthy diets – Brazil, May 2019
                                              • Benefits Expected from Healthy Claims

                                                • Brazilians, in general, are aware of the benefits promoted by products with popular healthy claims
                                                  • Figure 30: Benefits expected from healthy claims – Brazil, May 2019
                                                • Older consumers may be interested in products that use a greater quantity of fibers as a way of reducing sugar level
                                                  • Figure 31: Benefits expected from healthy claims – Brazil, May 2019
                                              • Opinions toward Healthy Eating

                                                • Food services could offer take away healthy options
                                                  • Figure 32: Opinions toward healthy eating – Brazil, May 2019
                                                  • Figure 33: Vienna Snacks
                                                  • Figure 34: Amazon Go 100% automated stores
                                                • Organic products may be an option for young people concerned with GMOs
                                                  • Figure 35: Opinions toward healthy eating, by age group – Brazil, May 2019
                                              • Appendix – Abbreviations

                                                • Abbreviations

                                                Healthy Eating Trends - What Products and Ingredients are Catching Consumers' Attention - Brazil - September 2019

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