Fortified/functional (FF) beverages in Brazil mainly consists of chocolate-based flavoured powder drinks, but although the category is indeed fortified and functional, it is still heavily associated with a high sugar content and indulgence consumption, as in addition to a hot drink, it serves as the base ingredient for Brazil’s most popular sweet: brigadeiro. This means that for the average consumer, the product is not consumed or even associated with health, but with sugar, sweetness and indulgence.
As it is dependent on chocolate-based flavoured powder drinks, FF beverages had been having problems in terms of innovation for several years, with little to no innovation evident until 2019. This scenario changed in the three following years, however, as major brands decided to invest in flavour innovation, pushing limited editions of new flavours, such as white chocolate and coconut and chocolate and strawberry.
COVID-19 has been having an impact on the Brazilian economy. In 2021, the macroeconomic and societal impacts of COVID-19 were felt to the fullest, as the recuperation of the global economy meant a higher inflation rate and higher than expected demand for commodities.
In October 2020, Brazil approved new labelling legislation which changes the nutritional labels on packaging. It sets out a standard measure of 100g or 100ml, as well as introducing an alert on the label if the product is high in sugar and/or sodium.
Players in health and wellness, including FF beverages, need to consider what else they can do to attract Brazilian consumers. One of the main factors preventing the greater uptake of these products is price.
The traditional use for chocolate-based flavoured powder drinks is as a drink with milk for children’s breakfast, making the category restricted in terms of demographics. However, it is also used in brigadeiro, which broadens the demographic spectrum.
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This category includes fortified/functional beverages. When identifying fortified/functional products, we focus on products to which health ingredients or/and nutrients have been added as well as brands that are positioned to deliver a certain functionality. To be included here the enhancement has to be highlighted in the label or hold a health claim/nutritional claim. Fortified/functional food and beverages provide health benefits beyond their nutritional value and/or the level of added ingredients wouldn’t normally be found in that product. To merit inclusion in this category, the defining criterion here is that the product must have been actively fortified/enhanced during production. As such, inherently healthy products such as 100% fruit/vegetable juices are only included under "fortified/functional" if additional health ingredients (e.g. calcium, omega-3) have been added. To be included, the health benefit needs to form part of positioning/marketing of the product.See All of Our Definitions
This report originates from Passport, our Fortified/Functional Beverages research and analysis database.
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