Fortified/Functional Packaged Food in Brazil

2020 IMPACT

Fortified/Functional products lose appeal as a holistic approach towards health gains traction

One of the least dynamic categories within health and wellness in Brazil in 2020, fortified/functional (FF) products have been losing appeal as a more holistic approach towards health gains traction. Consumers are increasingly perceiving not only FF and BFY as basic claims, choosing products that offer a wider range of benefits into one, such as free from, organic, naturally healthy, etc.

Home seclusion benefits FF sweet biscuits through snacking occasions and child appeal

Due to long-term social isolation measures, home seclusion has become the “new normal” - bringing back home consumption occasions such as snacking and cooking. Subcategories such as FF sweet biscuits, for example, benefited not only from home schooling, with children spending more time and snacking at home, but also from adults looking for some small indulgences.

Immunity-boosting functionalities fuelled by COVID-19

By far one of the greatest concerns in 2020 was to maintain high immunity levels because of the COVID-19 pandemic. Many manufacturers took advantage of this demand launching products specifically positioned as such, including those with high protein, vitamin C, probiotics, calcium and zinc content.

Files are delivered directly into your account within a few minutes of purchase.