As evident in other health and wellness packaged food categories, the extended periods of home seclusion in Brazil have contributed to further demand for groceries. After a brief period of decreasing COVID-19 cases in the country, the scenario escalated to alarming levels during the first half of 2021, which resulted in additional months of mobility restrictions for many families.
With the advance of more sophisticated claims for packaged food, manufacturers are focusing increasing efforts on ensuring that their “healthy and natural” lines remain competitive, which has accelerated since the pandemic emerged. Organic and natural are historically positioned side by side on packaging and confusion between these two claims is still a challenge for organic producers as the regulation around this label is incomparable to the simple “natural” classification.
The disruptive economic scenario that emerged during the first year of the pandemic did not prevent some health and wellness packaged food products from recording retail growth. More widespread and accessible health and wellness claims such as naturally healthy witnessed historically high growth rates, as these products are traded at lower unit prices, including for bread and biscuits.
Despite the growing presence of organic options in supermarkets, the high prices of these products remain a barrier to target consumers outside classes A and B, the category’s target audience. The regulation for packaged food to be labelled as organic implicates relevant production costs, from ingredients sourcing to back-to-back tracking for logistics.
Driven by an increasing trend towards the end of the review period, certified organic labels have been appearing for the first time in many food categories in Brazil. The premiumisation movement around organic entered the portfolio of major companies such as Nestlé.
Organic packaged food is predicted to record rapid growth over the forecast period, as the category is starting from a relatively small base compared to other health and wellness categories with a more stablished presence. The full understanding of what constitutes as an organic product and its benefits is yet to reach broader levels, even amongst more affluent consumers, as these products are still misread as simply “natural”.
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Organic Packaged Food
Certified organic products are those which have been produced, stored, processed, handled and marketed in accordance with precise technical specifications (standards) and certified as "organic" by a certification body such as the Soil Association in the UK, the European Union or the US Department of Agriculture. It is important to note that an organic label applies to the production process, ensuring that the product has been produced and processed in an ecologically sound manner. The organic label is therefore a production process claim as opposed to a product quality claim. Note: For organic products to be included, the organic aspect needs to form a significant part of the overall positioning/marketing of the product, including the organic certification label in the packaging. 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 DefinitionsThis report originates from Passport, our Organic Packaged Food research and analysis database.
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