Fortified/Functional Packaged Food in Brazil

PROSPECTS

Demanding consumers and holistic view about food and nutrition restrict growth of fortified/functional

Consumers’ habits towards healthy eating have intensified and changed over the past years driven by many factors. Some of the more important are greater access to information via the internet, digital influencers such as fitness bloggers and nutritionists and government initiatives to promote better nutrition as new labelling regulations and the Alimentary Guide.

Fortified/Functional to fight “hidden hunger”

Being one of the topics largely discussed by the industry and food associations such as ABIA (Brazilian Association of the Food Industry), “hidden hunger” occurs when the quality of food does not meet a person’s nutritional requirements, resulting in deficiencies of essential vitamins and minerals needed for normal growth and development. This form of undernutrition is not easily detected as people suffering from this condition might have normal weight and BMI (body mass index).

High-protein portable nutrition to meet consumers’ demands for health and convenience

While micronutrient enrichment is no longer under the spotlight, protein fortified products have become popular among health-orientated consumers. Proteins are not only fundamental to build and maintain muscle tissue, but promote satiety even if consumed in lower amounts, especially when compared to carbohydrates.

COMPETITIVE LANDSCAPE

In a competitive environment, Nestlé and Danone maintain growth through innovation

In the increasingly competitive dairy category, local brands gained significant share of sales during the economic crisis as consumers traded down to more affordable offerings due to restricted budgets. Despite that, Nestlé and Danone were able to maintain their leadership through new product development and innovation.

Probiotics rising to promote better gut health

Gut health is an increasingly discussed trend in the food and drinks industry: it fits into the holistic health approach of preferring food that provides functional benefits. The impact of gut health on the human body is much wider than simply good bowel function: the gut microbiome is related to many intestinal and extraintestinal diseases such as inflammatory bowel disease, obesity and diabetes.

Sports nutrition brand Integralmédica offers protein bars for a diverse range of consumers

Once targeted only at bodybuilders, Integralmédica offers protein bars to several types of consumers, also fitting in different budgets. Its more popular and affordable brand VO2 is targeted at endurance athletes but reaches a vast segment of consumers looking for cheaper products.

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