Executive Summary

Mar 2019
PROSPECTS
Growth of free from products reintensifies in 2018 due to favourable macroeconomic indicators

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.

A rise in the number of vegans, vegetarians and “flexitarians” drives retail sales of free from dairy yoghurt

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.

However, free from dairy milk continues to suffer due to decline in soy-based milk alternatives

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.

COMPETITIVE LANDSCAPE
Amêndoas do Brasil Ltda disrupts free from dairy milk, stealing share from Coca-Cola’s Ades

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 establishes leading position in free from baked goods

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.

Laticínios Verde Campo Ltda’s Natural Whey yoghurt guarantees The Coca-Cola Co’s leadership in free from lactose dairy

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.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

The Food Intolerance in Brazil market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Passport market research database.

Free From in Brazil - Category analysis

HEADLINES

PROSPECTS

Growth of free from products reintensifies in 2018 due to favourable macroeconomic indicators
A rise in the number of vegans, vegetarians and “flexitarians” drives retail sales of free from dairy yoghurt
However, free from dairy milk continues to suffer due to decline in soy-based milk alternatives

COMPETITIVE LANDSCAPE

Amêndoas do Brasil Ltda disrupts free from dairy milk, stealing share from Coca-Cola’s Ades
Dr Schär AG/SpA establishes leading position in free from baked goods
Laticínios Verde Campo Ltda’s Natural Whey yoghurt guarantees The Coca-Cola Co’s leadership in free from lactose dairy

CATEGORY DATA

Table 1 Sales of Free From by Category: Value 2013-2018
Table 2 Sales of Free From by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Free From: % Value 2014-2018
Table 4 LBN Brand Shares of Free From: % Value 2015-2018
Table 5 Distribution of Free From by Format: % Value 2013-2018
Table 6 Forecast Sales of Free From by Category: Value 2018-2023
Table 7 Forecast Sales of Free From by Category: % Value Growth 2018-2023

Health and Wellness in Brazil - Industry Overview

EXECUTIVE SUMMARY

Economy sees improvement driving growth in health and wellness
High cost of products limits the potential of health and wellness in Brazil
Multinationals maintain lead
Supermarkets and hypermarkets maintain dominance
Improving economy should support growth

MARKET DATA

Table 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources