This report looks at the following areas:
- Mental and physical health self-evaluation
- Perception of a wellness-focused lifestyle
- Wellness lifestyle habits
- Reasons and barriers to exercise
- Usage and awareness of health technology
- Attitudes and habits
Brazilians are striving for a wellness-oriented lifestyle centered on healthy eating, hydration and quality sleep despite financial and time constraints.
Ana Paula Gilsogamo, Senior Analyst Food & Drink, Latam
Market Definitions
This Report examines how Brazilians evaluate their wellbeing and explores the factors shaping their perceptions of a healthy lifestyle.
Collapse All
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Executive Summary
- What you need to know
- Challenges
- Opportunities
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The Consumer
- Category overview and consumer profiles
- Brazilians evaluate their mental wellness more positively than their physical wellness
- Graph 1: physical wellness lifestyle self-evaluation, 2024
- Graph 2: mental health self-evaluation, 2024
- Hydration, diet and sleep time stand out among the actions taken to maintain health and wellbeing
- Graph 3: wellness lifestyle habits, 2024
- Relaxation, improved strength and weight control are the main reasons to exercise
- Graph 4: reasons for exercising, 2014
- Lack of time is the main barrier to exercise
- Graph 5: barriers to exercise, 2024
- Wellness self-evaluation and perception of ahealthy lifestyle
- Healthy eating is a central element of a wellness-focused lifestyle, but it can also induce stress
- Graph 6: perception of a healthy lifestyle, 2024
- Healthy eating is a central element of a wellness-focused lifestyle, but it can also induce stress
- Graph 7: perception of a wellness-focused lifestyle, 2024
- Adapt healthy diets to Brazilians’ daily lives and eating patterns
- Being free of chronic diseases is an important factor for overall wellbeing among all consumers, but it is more prevalent among white individuals
- Graph 8: perception of a wellness lifestyle, by socioeconomic group, 2024
- Graph 9: perception of a wellness lifestyle, by race/ethnicity, 2024
- Prevalence of CNCDs is higher among the black population in Brazil
- Solutions for preventing and controlling CNCDs can be targeted toward the black population
- Work-life balance is an important indicator of wellbeing for university students
- Graph 10: perception of a wellness lifestyle, by student status, 2024
- Companies can enhance productivity and retain new talent by providing a work environment that supports a healthy work-life balance
- Wellness-focused lifestyle habits
- Front of pack warnings on food and drink are likely to have a greater impact on consumers aged 55+
- Graph 11: wellness lifestyle habits – selected item, by age group, 2024
- Sauces, dressings and condiments can attract consumers aged 55+ with ‘free from’ claims
- LGBTQ+ people resort more often to habits related to mental and emotional health
- Graph 12: wellness lifestyle habits – selected item, by LGBTQ+ identity, 2024
- LGBTQ+ community needs special attention in the area of mental and emotional health and wellbeing
- Heavy users of technology, Generation Z finds it difficult to reduce screen time
- Graph 13: wellness lifestyle habits – selected item, by generation, 2024
- Gamification can promote social interactions and help Gen Zs reduce screen time to sleep more and better
- Reasons and barriers for exercising
- Physical exercise is a great ally for mental and emotional health and wellbeing
- Graph 14: reasons for exercising – selected item, by gender, 2024
- Physical activity is essential for improving women’s mental and emotional health and wellbeing
- Graph 15: mental health self-evaluation, by gender, 2024
- Graph 16: wellness lifestyle habits, by gender, 2024
- Safe environments for physical activity can help women improve their mental and emotional wellbeing
- Incentive networks can make women feel more confident about practicing physical activity
- Physical activity can help Millennials have more energy to balance work and personal life
- Graph 17: perception of a wellness lifestyle – selected item, by generation, 2024
- Graph 18: reasons for exercising, by generation, 2024
- More convenient options can help Millennials fit exercise into their busy routines
- Usage and awareness of health technology
- Smartwatches can focus on monitoring health indices and progress in wellness actions
- Offering complete wellness monitoring capabilities can add value to simpler smartwatches
- Brands can help women stay well hydrated on a daily basis
- Graph 19: wellness lifestyle habits – selected item, by gender, 2024
- Monitoring apps can help women stay hydrated
- Although they are still little known, wellness and health solutions personalized by DNA are attracting interest
- Graph 20: usage and awareness of health technology – selected item, 2024
- Personalized wellness and health solutions based on DNA
- Wellness attitudes and habits
- Sleep quality is becoming increasingly important for health and wellbeing
- Sleep quality is becoming increasingly important for health and well-being
- Diet, hydration and exercise impact sleep quality
- Products and services focused on a peaceful and comfortable sleep routine
- Sleep quality monitoring
- The importance of healthy aging should became more prevalent among younger generations
- The focus on healthy aging should become increasingly present among the younger generations
- The importance of healthy aging should be more prevalent among younger generations
- Graph 21: attitudes and habits – selected item, by generation, 2024
- From Z to X: healthy aging solutions for all generations
- Health and wellness solutions can be customized according to the menstrual cycle
- Menstrual cycle monitoring apps can help customize wellness routines
- Health routines adapted to the menstrual cycle
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Key Players
- Companies and brands
- SmartFit acquires Velocity
- Mude expands operations in the Northeast and Federal District
- Launches and innovations
- The launch of the Galaxy Watch6 aims to enhance wellbeing, particularly by monitoring sleep and other health indicators
- Marketing campaigns and actions
- IOC teams up with the WHO to launch the ‘Let’s Move and Celebrate’ campaign
- Nutren Senior discuss healthy aging
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The Market
- Prices went up for the majority of categories in 2023, expanding the accumulated increase over recent years
- Graph 22: national consumer price index – accumulated in 12 months, by category, 2020-24
- Aging population demands health and wellbeing solutions focused on healthy aging
- Brazil’s black population is disproportionately affected by CNCDs and has a higher susceptibility to mental and emotional health issues
- Graph 23: color or race identification, 2022
- Food security rises again in 2023, but inequality varies according to the profile of the person in charge of the household
- Graph 24: prevalence of food security and mild, moderate and severe food insecurity in permanent private households (%), 2004-23
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Appendix – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Abbreviations
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