As a result of the COVID-19 pandemic and long-term social isolation measures taken by local authorities, more consumers have been studying and working from home, leading to more cooking occasions in the home. Basic packaged food categories for Brazilians’ diet, such as edible oils, rice, pasta and noodles, among others, have greatly benefited, especially during the first months of the pandemic due to stockpiling.
Even though concerns about health and wellness have been increasing over recent years, as well as ethical trends attached to organic food, higher unit prices continue to challenge faster category growth - especially in a pandemic year with such a severe economic crisis. Although some level of recovery from the 2015-2018 crisis was already being felt, the new crisis facing Brazil should continue to affect consumers’ purchase decisions.
According to Euromonitor International’s Consumer Survey data (2019), organic products in Brazil were mainly perceived as natural: 54% of respondents linked naturalness as the definition for organic, while 44% of respondents chose “sustainably produced”. As a result of the COVID-19 pandemic, however, such perceptions have been changing.
In 2019, Nestlé Brasil became the category leader through the launch of NaturNes, an organic brand of baby food, and Ninho/Nido Organico, an organic version of the famous powder milk product. In 2020, the company extended its lead, as it reinforced its position through the launch and consolidation of other brands’ organic versions, such as Nescau Organico flavoured drinking milk, positioned not only as organic but also clean label, and Essentia, an organic and clean label chocolate brand.
Even if large players such as Nestlé are finally consolidating in the market, category fragmentation is still the dominant reality. No single manufacturer accounted for more than 10% of retail value sales in 2020, while almost three quarters of the market is concentrated among small and regional manufacturers.
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Understand the latest market trends and future growth opportunities for the Organic Packaged Food industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Organic Packaged Food research and analysis database.
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