The enhanced perception towards the quality of daily diets brought by the restrictions of the pandemic has created space for products with a premium positioning to enter new occasions as part of consumers’ meals. Among higher-income consumers, a movement towards upgrading items as they explored new ingredients and subsequently new nutritional benefits has driven interest in health and wellness packaged food.
One of the most common claims used in packaged food in Brazil is the free from gluten label, despite many products being naturally free from this ingredient or industrially modified for this positioning. Euromonitor International’s 2020 Product Claims and Positioning study showed that one fifth of online SKUs in packaged food carry the free from gluten claim.
Following the global plant-based trend, the pre-pandemic growth recorded by meat substitutes in Brazil was accelerated by the pandemic and greater public awareness around health. The euphoria surrounding free from meat meat and seafood alternatives has largely resulted from a combination of a growing young flexitarian population and huge innovation efforts made by national players.
Rapid digitalisation in Brazil in the last decade has played a key role in accelerating and transforming how general consumers relate to eating habits as a central aspect of their health and wellness. Personal experiences regarding digestive health issues are gaining increasing exposure through social media platforms, which are encouraging consumers to seek medical advice on issues that they have been suffering from for years.
Families’ expenditure on groceries escalated during the pandemic as meals were concentrated at home and eating became a main form of entertainment. This movement was widely reported in 2020 regardless of social class, with the government’s emergency aid supporting the purchasing power of classes C, D and E households.
Free from meat meat and seafood substitutes remains a relatively new category in Brazil, with many consumers accessing these products for the first time. Long periods of home seclusion had a positive impact on general interest in the category as consumers became increasingly willing to experiment with plant-based diets, especially younger generations.
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Free From
This category includes free from gluten, free from lactose, free from allergens, free from dairy and free from meat products. This excludes foods which are certified ‘free’ of a specific product when this is based on use of sterilised equipment.
See All of Our DefinitionsThis report originates from Passport, our Free From research and analysis database.
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