Parents seek to overcome economic challenges and lack of time to offer their children healthy food and drink.
Laura Menegon, Analyst Food & Drink, LATAM
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Executive Summary
- What you need to know
- Challenges
- Consumption of essential foods from the basic Brazilian diet is lower among children from the C1C2 socioeconomic group, especially vegetables
- Unknown ingredients worry parents, but are essential for the food industry
- Children are attracted by favorite flavors and ingredients
- Graph 1: attributes in foods and drinks that attract children’s attention, 2023
- Opportunities
- There is demand for ready meals aimed at children
- Demand for ready meals aimed at children
- There is a demand for ready meals aimed at children
- Children from the AB socioeconomic group are more likely to consume snacks provided by their families
- Graph 2: meal locations – at school/day care with the meal brought from home, by socioeconomic group, 2024
- Protein content is important for parents when buying food and drink for their children
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The Consumer
- Brazilian children’s food and drink consumption profile
- Drinks consumed by children can contribute to excessive sugar consumption
- Graph 3: drinks present in children‘s routine, 2024
- The food industry can support children nutritional needs by adding more vegetables in product formulas
- Graph 4: salty food present in children’s routine, 2024
- Fruits and sweet biscuits on top
- Graph 5: Sweet food present in children’s routine, 2024
- Food and drink present in children’s diet
- Food inequality is still significant despite income distribution policies
- Graph 6: salty food present in children’s routine, by socioeconomic group*, 2023
- A rise in overweight children and teenagers; teenagers from lower classes are more likely to be obese
- New basic food basket seeks to expand access to less processed and regional food
- Low vegetable consumption is not only related to price
- Good moment to share educational content on the quick and economical preparation of fruits and vegetables
- Industry can offer prepared fruit and vegetables, highlighting convenience and savings
- Ready meal brands should offer customizable options to appeal to children’s taste
- Food frozen separately can help customize full meals for each member of the family
- Individual frozen servings for children’s meals
- Meal locations
- Morning cereals should highlight greater convenience compared to other food consumed at breakfast
- Combining convenience, nutrition and low price, morning cereals eaten warm can appeal to children
- Cereals consumed cold should prove that they are nutritious to increase the perception of value
- In the AB group, morning and afternoon snacks are provided by families
- Invest in plant-based snack launches focusing on healthy credentials
- Bring fun to organic snacks to attract children beyond parents
- Reduce sugar without using artificial sweeteners
- Offer snacks with probiotics highlighting the health benefits
- Food and drink choice drivers
- Protein content is a priority for Brazilian parents
- Parents seek healthier and varied snack options
- Salty biscuits and snacks can increase healthiness perception by offering more proteins
- Protein claims in dairy snacks can remind parents about the category’s healthy credentials
- Fruit and vegetables can be mixed with other ingredients to offer innovative versions of food and drink for children
- Innovative food with fruits and vegetables in their composition: appealing to parents and children
- Barriers to purchase kids food and drink
- Unfamiliar ingredients are a source of concern for parents
- Graph 7: barriers to purchase kids food and drink, 2024
- Specialist recommendation can relieve the pressure on parents when choosing food
- Food recommended by specialists
- Mothers are more concerned about warning labels on the front of packaging
- Graph 8: barriers to purchase kids food and drink, 2024
- Help parents control portions with indulgent food in smaller packs
- Subscription clubs can bring variety and help parents control their kids’ consumption of indulgent food
- Attributes in foods and drinks that attract children’s attention
- Familiar and favorite flavors are children’s main choice criteria
- Graph 9: attributes in foods and drinks that attract children’s attention, 2023
- Fun consumption experiences are an alternative
- Packaging that becomes a toy are attractive for children and can convince parents interested in sustainability
- Graph 10: attributes in food and drink that attract children’s attention – selected items, 2024
- Packaging that can also be a toy
- Brands can propose activities for parents and children
- Attitudes toward kids food and drink
- Opportunities exist for the food and drink industry to take on the role of promoting healthy habits among children
- The food and drink industry can take on the role of promoting healthy habits among children
- Brands can promote content that helps parents establish healthy eating routines
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Key Players
- Companies and brands
- Fini grows 75% in 2023, with 290 active franchises
- Papapá sees accelerated growth offering healthy options
- Launches and innovations
- Nestlé DPA bets on larger packaging and new flavors in Chambinho launches
- Candies and sweets in special and seasonal editions
- Marketing campaigns and actions
- Ninho promotion provides family experiences
- Nestlé positions itself as a partner of parents from the beginning of the parenting journey
- Nescau promotes the ‘Sports League’ in several Brazilian cities
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The Market
- A worrying rise in childhood obesity
- 3 million beneficiaries of Brazil’s cash transfer program left the poverty line in 2023
- Readjustment  in school meals willimprove nutrition for state school students
- Regulation of advertising aimed at children is under discussion in Congress
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Appendix – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Abbreviations
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