A major impact during 2020 was not on industries directly but on social indicators. COVID-19 impacted unemployment which rose higher than ever and also cut salaries short for all social classes.
Two major shifts occurred in Brazil’s retail channels: a first movement saw prioritisation of near-to-home options, avoiding long commutes for fear of contamination. A second movement, which happened at the same time and gained traction as social distancing measures and economic impacts worsened, was the search for better bargains.
For the Brazilian consumer over the years, introduction to products with low sugar, reduced fat and other claims became more common to the point currently where much of the category is considered a basic offer from companies.
New labelling legislation was approved in October 2020 following similar parameters to those in Chile. The key intention was to reduce the concentration of ingredients considered bad for health such as added sugar, high sodium or fat.
As more and more consumers perceive BFY beverages as the bare minimum, their value decreases in the eyes of consumers. This is likely to result in some form of reinvention of what is BFY and how it can be perceived as offering better value to consumers.
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