10 years of Brazil food and drink trends

Based on the 2022 ABIA (Brazilian Meals Business Affiliation) annual steadiness, the meals and beverage business is the biggest in Brazil, answerable for processing 58% of every part grown in Brazilian fields, producing greater than 1.8 million jobs. In 2022, this business invested round R$15b in analysis, improvement, and innovation, and Mintel Brazil is honored to be a part of the innovation motion of this class for the previous 10 years. 

In 2023, Mintel Brazil celebrates 10 years of serving purchasers within the area! To have a good time this essential milestone, we’ve appeared again over the past decade to discover how altering shopper habits has impacted meals and beverage innovation and highlight the traits Mintel recognized first within the business.

From 2013 to 2023, listed here are 10 meals and beverage traits that spotlight the shifts and evolution of CPG meals innovation and shopper habits over the past 10 years. 

Round 2010, the meals and beverage class positioned vital emphasis on providing choices with ‘lowered’ or ‘no’ quantities of sure elements, notably sugar, fats, salt, and energy. Based on Mintel International New Merchandise Database (GNPD), in 2013 roughly 13% of the meals launches in Brazil made this declare, which was one of many highest percentages amongst health-related claims. For instance, Yoki Popcorn with a 0% trans fats declare on the entrance of the bundle had the largest share of launches with this declare. Mintel analysis from 2013 anticipated the opportunity of new laws, laws, and authorities initiatives specializing in excessive sugar, fats, and sodium content material. This was properly earlier than the implementation of the brand new Brazilian label legal guidelines and laws, which launched warnings and got here into impact on the finish of 2022.

Since then, as Brazilian shoppers proceed to prioritize their well being, limiting sugar (52%) and salt (58%) has emerged as a high desire for shoppers searching for to undertake wholesome consuming habits and preserve a nutritious diet. 

Over the previous decade, sustainability has gained vital significance each globally and inside Brazil’s meals and beverage business. Alongside claims targeted on well being and well-being, there was a rise within the significance of sustainability. Particularly between 2013 and 2014, there was a considerable surge within the variety of meals and beverage launches that includes claims corresponding to ‘ethical-environmentally pleasant packaging’ and ‘moral – recycling.’ Based on Mintel GNPD, round 22% of all foods and drinks launches had at the very least a kind of claims in Brazil. 

One noteworthy instance of this pattern is Coca-Cola Crystal Water, which launched a 500ml bottle product of 100% recyclable materials. This revolutionary packaging resolution utilized 20% much less plastic and integrated 30% plant-based supplies, leading to enhanced recyclability. Upon its launch, the brand new bottle obtained blended opinions as a result of its lowered rigidity in comparison with conventional bottles. 

Nonetheless, the model efficiently addressed these issues by a complete marketing campaign that defined the explanations behind the design decisions. This marketing campaign not solely elevated visibility but additionally paved the way in which for the continual launch of up to date, sustainable variations of the product, sustaining a powerful concentrate on environmental accountability.

The years 2016-2017 stood out as a time of elevated launches that includes ‘entire’ claims, accounting for over 4% of all meals and beverage introductions in Brazil. Some have been related to a ‘zero’ declare, which was extra prevalent earlier within the decade and sometimes linked to particular diets. 

The vast majority of Brazilian shoppers in 2015 disagreed that ‘entire grainswhole grain merchandise are solely for many who are on a weight loss program’ in comparison with 30% who agreed. This shift indicated a rising recognition amongst Brazilian shoppers that entire grains and entire grain merchandise supply advantages past simply being appropriate for dietary functions. An instance is the Wickbold Wholegrain and Zero Sliced Bread which launched in 2016. 

During the last 10 years, there was a rise within the availability of merchandise specializing in ‘excessive/added fiber’ and ‘excessive/added protein,’ aligning with rising curiosity amongst Brazilian shoppers. Three-quarters of Brazilians agreed that consuming meals and drinks with added advantages is an effective approach to guarantee that they’re consuming all of the vitamins they want (eg fiber, proteins, nutritional vitamins).

Based on Mintel GNPD, in 2019, there was a big surge within the share of launches with the declare ‘excessive/added proteins’, accounting for practically 5% of all beverage and meals product launches in Brazil. Up to now in 2023, 56% of latest dietary drinks, 10% of latest snacks, and eight% of latest dairy product launches carried this declare. For instance, Danone YoPro has 15g of protein and accommodates whey and protein-rich casein. 

A second pattern emerged throughout this time,  all about plant-based meals. Based on Mintel GNPD, the proportion of latest meat various product launches in Brazil elevated by 117% from 2014 to 2018. All through the previous decade, plant-based launches have turn into extra diversified, interesting to extra than simply youthful shoppers’ curiosity. From 2018 to 2019, foods and drinks launches with plant-based claims in Brazil grew 147%. In 2020, 2.5% of all foods and drinks merchandise launched in Brazil carried a ‘plant-based’ declare.

Futuro Burger was some of the iconic plant-based meat merchandise launched on this interval, as a result of its taste and texture similarity to actual meat and for being a Brazilian meals start-up. 

Throughout the pandemic, there was a heightened emphasis on immunity and associated claims as shoppers grew to become more and more involved about their well being and sought methods to strengthen their immune methods. A 3rd of Brazilian shoppers stated, on the time, they have been having extra meals and drinks with added elements to spice up the immune system (eg turmeric, nutritional vitamins). Following this, manufacturers leaned into the pattern and responded with new product innovation, leading to a 77% improve, between 2019 and 2020, in foods and drinks product launches with ‘useful – immune system’ as a declare.

Because of this, drinks packaged in small or particular person parts, such because the Piracanjuba ImunoDay, gained visibility and market presence inside this class. Particularly, these drinks capitalized on the recognition of ‘immuno pictures’ seen on social media. Many of those drinks include fiber or probiotics specializing in digestive well being as an essential facet to assist shoppers construct a powerful immune system.  

Three-quarters of Brazilians agree that it’s essential to them that the manufacturers they purchase from observe moral or sustainable enterprise practices and 63% agree that it’s essential to apply truthful commerce (ie paying truthful costs in growing nations for merchandise or labor). Prior to now decade, meals and beverage product launches have been much more targeted on sustainability, particularly packaging options, as a substitute of moral claims. One instance, launched in 2020, was the snack bar Nestlé + Gerando Falcões. Nestlé claimed that this product is the primary socially accountable foods and drinks merchandise launched in Brazil. The truth is, 100% of the income from this product are allotted in direction of initiatives in favelas (low-income communities).  

One other key pattern right now centered round psychological well being. Even earlier than the COVID-19 pandemic, the significance of emotional and psychological well being was prevailing as a pattern. A 3rd of Brazilians have been exhibiting curiosity in choices that enhance psychological agility, 29% to alleviate stress, 28% to boost sleep high quality, and 23% to enhance temper way back to 2016. However throughout and after the pandemic, this pattern gained big momentum: 73% of shoppers agreed that having wholesome consuming habits was as essential for emotional/psychological well being because it was for bodily well being. 

Tea model, Matte Leão, gives quite a lot of psychological/emotional advantages and makes use of well-known elements to help leisure, rebalancing, and vitality enhancement.

Whereas Gen Z has garnered vital consideration by way of analysis, research, advertising and marketing, leisure content material, and product innovation, the nostalgia of the Millennial technology has confirmed to be a wealthy and profitable wellspring of creativity throughout numerous domains, together with the realm of meals and drinks. 91% of millennials agree that acquainted flavors and elements evoke emotional consolation for them and 51% of Brazilian shoppers expressed a passion for flavors that evoke reminiscences of their childhood. An instance of it’s the Cheetos Bola relaunched in 2023 to answer shoppers’ requests on social media. 

Supply: Instagram @Cheetos_brasil

The meals and beverage business in Brazil continues to supply firms and types ample alternatives for innovation, offering options that improve the lives of Brazilian shoppers. During the last decade, Mintel has constantly supplied the most recent market analysis, innovation insights and shopper traits from throughout the Latin American foods and drinks business.

For extra data on Brazil’s foods and drinks traits, click on right here. If you’re a Mintel shopper and wish to learn the total report on Wholesome Consuming Developments, Brazil, click on right here.