While free from packaged food products remained resilient even during the economic crisis, 2018 saw a more intense evolution than in the two previous pre-crisis years. Free from products kept growing even during the recession for several reasons.
Brazil has had one of the highest increases in the number of people who declare themselves vegan or vegetarian, according to Euromonitor’s 2018 edition of the Consumer Lifestyles survey. While the vast majority of the country is still carnivorous due to the strong barbecue culture and local production of animal meat (which makes it affordable), this new niche category is proving to have followers who are not only growing in quantity but are willing to pay a premium for products that speak to their ethical values.
Soy-based products continued to suffer significant decline. The aversion to soy-based products seen in recent years remained in place and is attributed to the general perception that soy is harmful to the environment as it is a monoculture and the negatives outweigh the positives because most soy in the country is genetically modified.
While the Coca-Cola Co established its leading position in free from dairy milk in 2017 by acquiring the Ades brand, it is increasingly jeopardized by brands in the emerging other milk alternatives category as soy-based drinks continue to suffer. A particularly interesting disruptive company that has been stealing share from Ades is the local Amêndoas do Brasil Ltda, which sells nut-based milks under its A Tal da Castanha brand (the meaning loosely translates to “that cashew over there”).
Dr Schär AG/SpA entered Brazil in 2016 and focused distribution on the health specialist retailers channel, where consumers with gluten allergies or intolerance usually shopped for products. With the health and wellness craze that permeated consumers in pre-crisis years, these retailers enjoyed strong expansions and increases in sales; the premium brands sold in the stores quickly gained consumer preference over other more mainstream brands from players such as WickBold & Nosso Pão Indústrias Alimentícias Ltda.
The Coca-Cola Co acquired local brand Verde Campo in 2017, which had a strong reputation in free from lactose products including cheese. That same year, however, the company launched Natural Whey: a drinking yoghurt with at least 14g of protein per pack (from whey protein) in either portable plastic bottles or single-serve cartons, made with lactose-free milk and sweetened with stevia.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Food Intolerance industry in Brazil with research from Euromonitor's team of in-country analysts.
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