Executive Summary

Mar 2019
Economy sees improvement driving growth in health and wellness

Health and wellness packaged food and beverages benefited from a continued improvement in the Brazilian economy in 2018 with consumers becoming more willing to spend on non-essentials. Naturally healthy products remain the largest area of health and wellness with these perceived to be the healthiest option, with consumers placing a growing focus on the ingredients in their food and drink.

High cost of products limits the potential of health and wellness in Brazil

Despite the economic improvement seen in Brazil in 2018 the cost of many health and wellness products remained unaffordable to the average consumer. This situation was not helped in 2018 by the truckers’ strike which saw self-employed truck drivers striking over the high cost of diesel, among other factors.

Multinationals maintain lead

Multinational companies including Mondelez, Nestlé, Danone, PepsiCo and Coca-Cola continued to account for the leading positions within health and wellness in Brazil in 2018, with these benefiting from their strong brand names, widespread distribution and large marketing budgets. As well as developing their own brands these global giants have also looked to acquire successful local health and wellness brands, which was a tactic used by companies such as Coca-Cola and Unilever towards the end of the review period.

Supermarkets and hypermarkets maintain dominance

Supermarkets and hypermarkets account for most sales of health and wellness in Brazil with these stores carrying the widest product range while also being the most popular shopping channels for weekly grocery shopping. Discounters and internet retailing continued to benefit from sales to price-conscious consumers, who are more willing to search out the best deals.

Improving economy should support growth

With the Brazilian economy set to continue its recovery over the forecast period health and wellness packaged food and beverages should also see steady growth in current value and retail volume terms. This situation should also allow more consumers to gain access to these products as incomes rise and awareness of the benefits of these products increases.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Health and Wellness in Brazil

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Health and Wellness 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.

If you're in the Health and Wellness industry in Brazil, our research will save you time and money while empowering you to make informed, profitable decisions.

The Health and Wellness 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
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Health and Wellness in Brazil?
  • What are the major brands in Brazil?
  • Were the sales of health and wellness affected by the global recession?
  • What functional ingredients in food and drinks are in fashion in Brazil?
  • Is the organic movement still growing?
  • Are weight management food and drinks driven by product reformulation?

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 Health and Wellness market research database.

Health and Wellness in Brazil

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 1 Sales of Health and Wellness by Type: Value 2013-2018
Table 2 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 3 Sales of Health and Wellness by Category: Value 2013-2018
Table 4 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 7 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 8 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 9 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 11 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 13 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Better For You Beverages in Brazil

HEADLINES

PROSPECTS

BFY beverages set for improvement over the forecast period
Consumers reduce consumption of sugary soft drinks in favour of healthier options
Reduced sugar flavoured bottled water remains popular thatnks to H2OH! brand

COMPETITIVE LANDSCAPE

Coca-Cola struggles due to waning interest in reduced sugar carbonates
Local brands prove popular
Clight and fit remain leading brands but could struggle over the forecast period

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2013-2018
Table 18 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 20 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 21 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 22 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Better For You Packaged Food in Brazil

HEADLINES

PROSPECTS

Sales of BFY packaged food products are set to keep growing given new agreements
Reduced fat dairy expected to remain responsible for most BFY retail sales
Economic improvement helps drive value sales of reduced salt packaged food

COMPETITIVE LANDSCAPE

Mondelez Brasil Ltda loses share but remains leader
While other international players struggle, PepsiCo do Brasil Ltda gains share with Fandangos
Local brands benefit from new consumption trends post-crisis

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2013-2018
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2014-2018
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2015-2018
Table 28 Distribution of BFY Packaged Food by Format: % Value 2013-2018
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2018-2023
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2018-2023

Fortified/Functional Beverages in Brazil

HEADLINES

PROSPECTS

FF chocolate-based flavoured powder drinks continues to grow
FF sports drinks and FF energy drinks set for recovery over the forecast period
Lack of competition results in stagnation within FF powder concentrates

COMPETITIVE LANDSCAPE

Nescau captures the attention of consumers with communication campaigns
Red Bull benefits from strong brand image and marketing
Gatorade launches new campaign and a new product designed for footballers

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2013-2018
Table 34 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2013-2018
Table 35 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2013-2018
Table 36 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 37 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 38 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 39 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 40 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Fortified/Functional Packaged Food in Brazil

HEADLINES

PROSPECTS

FF packaged food sales set to increase with improving economic conditions
Categories targeted at children set to propel growth in the future
Sweet biscuits resumes growth, but butter and spreads call most attention

COMPETITIVE LANDSCAPE

JBS SA gains share with new Doriana margarine claim
Dairy incumbents Nestlé SA, Danone Groupe and Yakult Honsha Co Ltd brands lose share to local ones
Nestlé SA maintains leadership, while responding to consumer trends with fortified products

CATEGORY DATA

Table 41 Sales of Fortified/Functional Packaged Food by Category: Value 2013-2018
Table 42 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2013-2018
Table 43 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2013-2018
Table 44 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2013-2018
Table 45 Key Functional Ingredients in Fortified/Functional Milk: % Value 2013-2018
Table 46 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2013-2018
Table 47 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2013-2018
Table 48 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2014-2018
Table 49 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2015-2018
Table 50 Distribution of Fortified/Functional Packaged Food by Format: % Value 2013-2018
Table 51 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2018-2023
Table 52 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2018-2023

Free From in Brazil

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 53 Sales of Free From by Category: Value 2013-2018
Table 54 Sales of Free From by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Free From: % Value 2014-2018
Table 56 LBN Brand Shares of Free From: % Value 2015-2018
Table 57 Distribution of Free From by Format: % Value 2013-2018
Table 58 Forecast Sales of Free From by Category: Value 2018-2023
Table 59 Forecast Sales of Free From by Category: % Value Growth 2018-2023

Naturally Healthy Beverages in Brazil

HEADLINES

PROSPECTS

NH bottled water seen as a healthy option for remaining hydrated
NH 100% juice continues to see dynamic growth
NH fruit/herbal tea attracts health conscious consumers

COMPETITIVE LANDSCAPE

Natural One maintains lead after meteoric rise
NH bottled water remains a fragmented category
Innovative tea pods launched in Brazil

CATEGORY DATA

Table 60 Sales of NH Beverages by Category: Value 2013-2018
Table 61 Sales of NH Beverages by Category: % Value Growth 2013-2018
Table 62 NBO Company Shares of NH Beverages: % Value 2014-2018
Table 63 LBN Brand Shares of NH Beverages: % Value 2015-2018
Table 64 Distribution of NH Beverages by Format: % Value 2013-2018
Table 65 Forecast Sales of NH Beverages by Category: Value 2018-2023
Table 66 Forecast Sales of NH Beverages by Category: % Value Growth 2018-2023

Naturally Healthy Packaged Food in Brazil

HEADLINES

PROSPECTS

Shy signs of economic recovery to keep boosting sales
As health and wellness trends intensify, NH fruit and nut bars posts highest category growth
However, elevated price points are still a barrier to entry for consumers

COMPETITIVE LANDSCAPE

WickBold & Nosso Pão Indústrias Alimentícias Ltda maintains leadership
NH artisanal bread proves strong competitor to packaged products
While cereal bars incumbents suffer, local players thrive with fruit and nut bars

CATEGORY DATA

Table 67 Sales of NH Packaged Food by Category: Value 2013-2018
Table 68 Sales of NH Packaged Food by Category: % Value Growth 2013-2018
Table 69 NBO Company Shares of NH Packaged Food: % Value 2014-2018
Table 70 LBN Brand Shares of NH Packaged Food: % Value 2015-2018
Table 71 Distribution of NH Packaged Food by Format: % Value 2013-2018
Table 72 Forecast Sales of NH Packaged Food by Category: Value 2018-2023
Table 73 Forecast Sales of NH Packaged Food by Category: % Value Growth 2018-2023

Organic Beverages in Brazil

HEADLINES

PROSPECTS

Organic beverages remains a niche
Further education required on the benefits of organic beverages
Organic 100% juice sees dynamic growth but from a low base

COMPETITIVE LANDSCAPE

Native brand prominent in organic beverages
CIA organic coffee proving popular
Small and regional players continue to dominate

CATEGORY DATA

Table 74 Sales of Organic Beverages by Category: Value 2013-2018
Table 75 Sales of Organic Beverages by Category: % Value Growth 2013-2018
Table 76 NBO Company Shares of Organic Beverages: % Value 2014-2018
Table 77 LBN Brand Shares of Organic Beverages: % Value 2015-2018
Table 78 Distribution of Organic Beverages by Format: % Value 2013-2018
Table 79 Forecast Sales of Organic Beverages by Category: Value 2018-2023
Table 80 Forecast Sales of Organic Beverages by Category: % Value Growth 2018-2023

Organic Packaged Food in Brazil

HEADLINES

PROSPECTS

Organic packaged food sales to grow given economic positivity and wider distribution
Price points remain a barrier to entry for some consumers
Proving the value of organic is a key step for players

COMPETITIVE LANDSCAPE

Taeq remains leading brand
Jasmine steals share through familiar flavours and stronger distribution
Camil, Rozcato, Tio João and other rice players grow organic offerings slowly but steadily

CATEGORY DATA

Table 81 Sales of Organic Packaged Food by Category: Value 2013-2018
Table 82 Sales of Organic Packaged Food by Category: % Value Growth 2013-2018
Table 83 NBO Company Shares of Organic Packaged Food: % Value 2014-2018
Table 84 LBN Brand Shares of Organic Packaged Food: % Value 2015-2018
Table 85 Distribution of Organic Packaged Food by Format: % Value 2013-2018
Table 86 Forecast Sales of Organic Packaged Food by Category: Value 2018-2023
Table 87 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2018-2023