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Vitamins and Supplements - Focus on Sports Nutrition - Brazil - September 2018

"Brazil's supplements market goes through a historic moment, with the implementation of a specific legislation for the sector. The new rules should help raise the perception of quality and safety of the products, whose benefits will be scientifically proven. Manufacturers, however, should be aware they will need to redouble efforts in order to differentiate their products."
– Marina Ferreira, Research Analyst

This report looks at the following areas:

  • Use of vitamins and supplements among lower socioeconomic groups is still limited
  • Perception that it's better to have fortified food than vitamins and supplements is a barrier to the category
  • Supplements need to adapt to the new regulatory framework

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Use of vitamins and supplements among lower socioeconomic groups is still limited
              • Figure 1: Vitamins and supplements use, by socioeconomic group, August 2018
            • Perception that it's better to have fortified food than vitamins and supplements is a barrier to the category
              • Figure 2: Attitudes towards vitamins and supplements, August 2018
            • Supplements need to adapt to the new regulatory framework
              • Opportunities
                • Health concerns boost consumption of vitamins and supplements
                  • New eating habits open space for vitamins and supplements
                    • Online resources can help boost sales
                      • Figure 3: Vitamins and supplements purchase channel, August 2018
                      • Figure 4: Test to discover the ideal supplement
                    • What we think
                    • The Market – What You Need to Know

                      • Retail sales of vitamins and supplements grow despite the unfavorable scenario
                        • Anvisa publishes a new regulatory framework for the category of food supplements
                        • Market Size and Forecast

                          • Retail sales of vitamins and supplements grow despite the unfavorable scenario
                            • Figure 5: Retail sales of vitamins and supplements, by value, 2013-23
                            • Figure 6: Forecast of Brazil retail sales of vitamins and supplements, by value, 2013-23
                        • Market Drivers

                          • Anvisa publishes a new regulatory framework for the category of supplements
                            • Truck drivers' strike should delay the resumption of consumers' purchasing power
                              • High dollar brings risks but also opportunities for the local brands
                                • Figure 7: Average commercial exchange rate R$/US$ (sales value), January 2013-July 2018
                              • Increase in Brazilians' life expectancy opens up opportunities
                              • Key Players – What You Need to Know

                                • Small companies dominate the vitamins and supplements market
                                  • Max Titanium is the first Brazilian brand of supplements to use Ajinomoto's "Pure Amino Acid" label
                                    • Botanicals have grown as an ingredient of vitamins and supplements
                                    • Market Share

                                      • Small companies dominate the vitamins and supplements market
                                          • Figure 8: Leading companies' shares in the vitamins and supplements retail market, by value – Brazil, 2016-17
                                      • Marketing Campaigns and Actions

                                        • Max Titanium is the first Brazilian brand of supplements to use Ajinomoto's "Pure Amino Acid" label
                                          • Figure 9: "Pure Amino Acid" label
                                        • Nestlé expands Nutren's supplement portfolio with Beauty version for women
                                          • Biotônico Fontoura launches new flavors of its traditional mineral supplement
                                            • Danone's Fortifit PRO uses digital influencers to associate the use of its whey protein supplement with a healthy routine
                                              • Figure 10: FortiFit video with Cris Guerra
                                            • Sidney Oliveira launches supplement to improve hair condition
                                              • Figure 11: Sidney Oliveira Grow Hair Ultra Volume
                                          • Who's Innovating?

                                            • Vitamins and supplements bet on botanical ingredients
                                              • Figure 12: Vitamins and supplements top 5 claims, Brazil, 2015-17
                                            • There is space for supplements that help digestion and intestinal flow
                                              • Figure 13: Launches of vitamins and supplements that help digestion, by top 3 countries + Brazil, 2013-17
                                          • The Consumer – What You Need to Know

                                            • Popularity of new diets opens space for dietary supplements aimed at those who don't eat animal protein
                                              • Online purchases are higher in the segment of sport supplements
                                                • Weight loss is motivation for using herbal supplements
                                                  • Research before buying vitamins and supplements is part of the purchasing process
                                                    • Doctor recommendation is more relevant than celebrity endorsement
                                                      • Men are more likely to be interested in sports supplements with whey protein
                                                        • Fortified foods may be the entrance door for the category of vitamins and supplements
                                                        • Use of vitamins and supplements

                                                          • Popularity of new diets opens space for dietary supplements aimed at those who don't eat animal protein
                                                            • Figure 14: Vitamins and Supplements Use, August 2018
                                                            • Figure 15: Vitafor Isocrisp Vegan
                                                          • Use of sports supplements is lower among women
                                                            • Figure 16: Vitamins and supplements use, by gender, August 2018
                                                        • Vitamins and Supplements Purchase Channel

                                                          • Compounding pharmacies can become more relevant
                                                            • Figure 17: Vitamins and supplements purchase channel, August 2018
                                                            • Figure 18: Roval compounding pharmacy
                                                            • Figure 19: Health Line TPM Chocolate
                                                          • Online purchase is higher among those who use sport supplements
                                                            • Figure 20: Vitamins and supplements purchase channel, by vitamins and supplements use, August 2018
                                                            • Figure 21: SaveWhey app
                                                        • Reasons for Using Vitamins and Supplements

                                                          • Eye health emerges as a reason for using vitamins and supplements
                                                            • Figure 22: Reasons for using vitamins and supplements, August 2018
                                                          • Herbal supplements are the most used for weight loss
                                                            • Figure 23: Reasons for using vitamins and supplements, by vitamins and supplements use, August 2018
                                                          • Search for energy boosting supplements opens opportunities
                                                            • Figure 24: Reasons for using vitamins and supplements, by working status, August 2018
                                                        • Behaviors towards Vitamins and Supplements

                                                          • Research before buying vitamins and supplements is part of the purchasing process
                                                            • Figure 25: Behaviors towards vitamins and supplements, August 2018
                                                            • Figure 26: Chat with a nutritionist
                                                            • Figure 27: Recommendation system
                                                            • Figure 28: Free sample
                                                            • Figure 29: Supplement Snoop app
                                                          • Brand loyalty opens space for subscription programs
                                                              • Figure 30: E-Kvit Kit Energy
                                                            • Consumers with children buy more vitamins during the winter
                                                              • Figure 31: Behaviors towards vitamins and supplements, by children living in the household, August 2018
                                                          • Vitamins and Supplement Claims Perceptions

                                                            • Demand for alternative sweeteners reaches the category of vitamins and supplements
                                                              • Figure 32: Vitamins and supplement claims perceptions, August 2018
                                                              • Figure 33: Nutrify VeganPro Supplement with Stevia and Thaumatin
                                                            • Doctor recommendation is more relevant than celebrity endorsement
                                                              • Figure 34: Vitamins and supplement claims perceptions, by vitamins and supplements use, August 2018
                                                            • Young people want vitamins and supplements designed for them
                                                              • Figure 35: Vitamins and supplement claims perceptions, by age group, August 2018
                                                              • Figure 36: HVMN Nootrobox Kit
                                                              • Figure 37: HVMN posts
                                                              • Figure 38: Spire Health Tag
                                                          • Sports Supplements Claims Perceptions

                                                            • Post-workout products can boost the segment of sport supplements
                                                              • Figure 39: Sports supplements claims perceptions, August 2018
                                                            • It's possible to meet the demands of more than 70% of consumers
                                                              • Figure 40: Sports supplements claims perceptions, August 2018
                                                            • Men are more likely to be interested in sports supplements with whey protein
                                                              • Figure 41: Sports supplements claims perceptions, by gender, August 2018
                                                          • Attitudes towards Vitamins and Supplements

                                                            • Fortified foods may be the entrance door for the category of vitamins and supplements
                                                              • Figure 42: Attitudes towards vitamins and supplements, August 2018
                                                            • Consumers consider imported vitamins and supplements to be higher quality than national ones
                                                              • Figure 43: Attitudes towards vitamins and supplements, by vitamins and supplements use, August 2018
                                                            • Vitamins and supplements with indulgent flavors can appeal to young consumers
                                                              • Figure 44: Attitudes towards vitamins and supplements, by age group, August 2018
                                                              • Figure 45: Best Flavor Whey
                                                          • Appendix – Abbreviations

                                                            • Abbreviations

                                                            Vitamins and Supplements - Focus on Sports Nutrition - Brazil - September 2018

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