The months following the pandemic outbreak in 2020 witnessed an unusual upturn in retail grocery sales as all eating occasions became concentrated in the home. Basic everyday items such as biscuits and bread not only benefited from the increased frequency of consumption throughout the day but also from the stockpiling driven by the fear of shortage and circulation restrictions.
Adapting to isolated routines has been a considerable challenge for many consumers, from the psychological effects of full-time working and studying from home to the new imposed daily diets and snacking habits. As major drivers defining purchasing decisions, indulgence and self-pampering stimulated the frequent consumption of comforting food, including high sugar and fat products, as an anti-stress solution.
The extended closure of many businesses has largely resulted in an alarming scenario for families’ income sources as unemployment rates increased and job generation remained frozen for a second year under the pandemic. As the government launched emergency aid in 2020 to support consumers in need, a positive effect was rapidly seen in the retail sales of groceries, confirming that a relevant part of this financial support was directed towards staples such as bread and biscuits.
As witnessed during the pandemic, NH high fibre bread and biscuits offer relevant potential in Brazil as they were widely accepted by consumers as part of everyday diets. They also continued to gain shelf space in grocery retailers as plain white flour bread continued to see reduced demand.
While health will continue to be the main growth driver of the category, demand for naturally healthy products such as high fibre bread also rely on the premium appeal they have increasingly developed in consumers’ minds. These products are also associated with claims other than wholegrain flour such as the inclusion of ancient grains, clean labels, and premium positioning that complement the desire for low carbohydrate diets.
Despite the undeniable acceptance of NH high fibre food including wholegrain during the pandemic, the conditions of being able to use this type of claim are set to change. The guilt-free sensation of consuming wholegrain indulgent foods such as cakes and biscuits has led to a general perception that these products are overall more balanced and can be eaten in larger quantities with no concerns.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Naturally Healthy Packaged Food industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Naturally Healthy Packaged Food industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Naturally Healthy Packaged Food
This category includes products on the basis of naturally containing a substance that improves health and wellbeing beyond the product’s pure calorific value. These products are usually a healthier alternative within a certain sector/subsector. High fibre food (wholegrain/wholemeal/brown), soy products, sour milk drinks, nuts, seeds and trail mixes, honey, fruit and nut bars and olive oil are considered NH foods and 100% fruit/vegetable juice, superfruit juice, natural mineral water, spring water, RTD green tea etc. are considerd NH beverages. While many of these products are marketed on a health basis, this might not always be the case. Naturally healthy food and beverages that are additionally fortified fall into the 'fortified/functional' category. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.See All of Our Definitions
This report originates from Passport, our Naturally Healthy Packaged Food research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!