This report looks at the following areas:
- Attitudes toward healthy eating
- The main objectives of eating habits
- Interest in healthy options, by category
- The impact of front-of-pack warning labels
- Healthy food & drink purchase drivers
Healthy aging is a primary motivator for maintaining a healthy diet, and prevention of chronic diseases and managing weight also stand out.
Ana Paula Gilsogamo, Senior Analyst Food & Drink, Latam
Market Definitions
This Report aims to analyze consumer behavior toward food and drinks that are considered healthful by Brazilians and provide an understanding of what Brazilians consider to be healthy behavior regarding food and drinks. This Report explores the purchase of healthy food/drinks, healthy food/drink purchase channels, motivations to eat healthy, as well as main opinions toward the subject and the adoption of new healthy diets.
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Executive Summary
- What consumers want and why
- Challenges
- Opportunities
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The Consumer
- Category overview and consumer profiles
- Most consumers try to eat healthily when they can, but this is not their main priority
- Graph 1: attitudes toward eating habits, 2024
- Usage of medications to control appetite for weight loss is higher among AB consumers and men aged 25-34
- Attitudes toward, and main objectives of, eating habits
- Healthy ageing stands out as a reason why consumers try to maintain a healthy diet
- Graph 2: main objectives of eating habits, 2024
- Help consumers strengthen their immune system
- Immunity and digestive health can go hand-in-hand
- Women aged 55+ are more likely to actively seek out and choose healthy foods
- Graph 3: attitudes toward eating habits, by gender and age group, 2024
- Bone health focus can be a differentiator for women aged 55+
- Focus on brain health can also be a differentiator
- The pursuit of the ideal weight doesn’t have to steer young women away from long-term health goals
- Graph 4: main objectives of eating habits, by gender and age group, 2024
- Focusing on eating habits can help manage weight in a healthier and more-sustainable way, and avoid the side effects associated with medication
- Graph 5: main objectives of eating habits, by gender and age group, 2024
- Weight loss while ensuring nutritional density
- Weight gain while ensuring reinforcement of muscle health
- Consumers who actively seek and choose healthier options often highlight chronic disease prevention as one of their main goals
- Graph 6: main objectives of eating habits, by attitude towards eating habits, 2024
- Healthy eating focused on preventing and improving health outcomes related to chronic diseases
- Interest in healthy options, by category
- Options with extra benefits are often well received, particularly in the dairy and bakery sectors
- Graph 7: interest in healthy option by categories, 2024
- Launches of dairy products with added benefits in Brazil
- Graph 8: number of dairy products launched with “plus” claims, 2021-24
- Graph 9: dairy product launches with “plus” claims, by sub-category, 2021-24
- Examples of dairy products with added benefits
- Baked goods with added benefits
- Women aged 35+ are the most likely to express interest in sauces, condiments and seasonings labeled as “less/no”
- Graph 10: interest in healthy option by categories – sauces, condiments and seasonings, by gender and age, 2024
- Launches of sauces, condiments and seasonings with health-related claims
- Graph 11: top 15* health claims in the sauces and condiments category, 2021-24
- Sauces, condiments and seasonings can opt for natural ingredients and “less/no” claims to attract consumers
- Impact of front-of-pack warning labels
- Certain categories have significantly influenced consumption habits due to front-of-pack warning labels
- Despite significant impact, many consumers continue to stick to their habits, ignoring warnings in several categories
- Graph 12: impact of frontal warning labels, 2024
- In addition to reducing consumption and choosing healthier options, plant-based consumers tend to switch brands to avoid front-of-pack warnings
- Graph 13: impact of frontal warning labels, 2024
- Options without front-of-pack warnings highlighting nutritional value have potential in the plant-based category
- Breakfast cereals, granola and oats should prioritize natural options and additional benefits, and avoid front-of-pack warning labels
- Graph 14: interest in healthy option by categories – breakfast cereals, granola and oats, 2024
- Graph 15: impact of front-of-pack warning labels – breakfast cereals, granola and oats, 2024
- Options with added benefits can gain traction among existing category consumers
- Affordable options with no warning labels can increase category penetration
- Snacks, sweets and desserts consumers stand out by decreasing consumption due to the strong presence of on-pack warnings
- Graph 16: interest in healthy option by categories – snacks and sweets and desserts, 2024
- Snacks, sweets and desserts can invest in smaller options or items that facilitate greater portion control
- Healthy food & drink purchase drivers
- Digestive health and energy combined enjoy wide consumer acceptance
- Gut health and energy boost
- Parents with children in the household seek options that offer relaxation
- Graph 17: healthy food and drink purchase drivers – selected item, by parental status and gender, 2024
- Non-alcoholic or zero-alcohol drinks can provide relaxation to parents who want to reduce their consumption of alcoholic beverages
- Snacks can become popular as moments of relaxation for parents to enjoy
- Consumers in South and Southeastern Brazil show greater interest in options that enhance energy
- Brands and categories focused on the South and Southeast can invest in options aimed at boosting energy
- Attitudes toward healthy eating
- Functionality in food & drink
- Tailor consumer expectations and educate them on functionality
- Many misunderstand food processing, regardless of socioeconomic profile
- Brands and content can help consumers identify and prepare processed and minimally processed foods
- Baby Boomers are more interested in food & drink tailored to their age group
- Healthy eating and physical exercise focused on autonomy and longevity
- Vitamins and supplements can target Baby Boomers’ sexual health
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Key Players
- Launches and innovations
- Dairy and plant-based categories continue to launch protein options
- Rei do Mate launches açaà drinks focused on protein and energy options
- Barilla invests in gluten-free options
- M.Dias Branco launches non-fried ramen with less sodium
- Marketing campaigns and actions
- Nutren launches pro-age guide to combat ageism
- Bimbo speaks out on social media and highlights on packaging the label that certifies the non-use of alcohol as a preservative
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The Market
- Prices rise for the vast majority of categories in 2023, extending the accumulated growth of recent years
- Graph 18: national consumer price index – accumulated in 12 months, by category, 2020-23
- Prices for most food subgroups continue to rise
- Graph 19: national consumer price index – accumulated in 12 months by food subgroups, Sep 21-Sep 24
- New “food basket” with fresh, minimally processed products and cooking ingredients
- Food security rises again in 2023, but inequality varies according to who’s in charge of the household
- Graph 20: prevalence of food security and mild, moderate and severe food insecurity in permanent private households, 2004-23
- Ageing population requires health and wellness solutions that prioritize healthy ageing
- Black people are more affected by chronic diseases, and have a greater tendency to develop mental and emotional health problems
- Graph 21: color or race identification, 2022
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Appendix – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Abbreviations
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