Based on the 2022 ABIA (Brazilian Meals Business Affiliation) annual steadiness, the meals and beverage trade is the biggest in Brazil, accountable for processing 58% of all the things grown in Brazilian fields, producing greater than 1.8 million jobs. In 2022, this trade invested round R$15b in analysis, growth, and innovation, and Mintel Brazil is honored to be a part of the innovation motion of this class for the previous 10 years.
In 2023, Mintel Brazil celebrates 10 years of serving purchasers within the area! To have fun this essential milestone, we’ve regarded again over the past decade to discover how altering client conduct has impacted meals and beverage innovation and highlight the traits Mintel recognized first within the trade.
From 2013 to 2023, listed below are 10 meals and beverage traits that spotlight the shifts and evolution of CPG meals innovation and client conduct over the past 10 years.
2013: Sugar, fats, and salt—oh my!
Round 2010, the meals and beverage class positioned vital emphasis on providing choices with ‘decreased’ or ‘no’ quantities of sure parts, notably sugar, fats, salt, and energy. Based on Mintel World New Merchandise Database (GNPD), in 2013 roughly 13% of the meals launches in Brazil made this declare, which was one of many highest percentages amongst health-related claims. For instance, Yoki Popcorn with a 0% trans fats declare on the entrance of the bundle had the largest proportion of launches with this declare. Mintel analysis from 2013 anticipated the potential of new laws, laws, and authorities initiatives specializing in excessive sugar, fats, and sodium content material. This was effectively earlier than the implementation of the brand new Brazilian label legal guidelines and laws, which launched warnings and got here into impact on the finish of 2022.
Since then, as Brazilian shoppers proceed to prioritize their well being, limiting sugar (52%) and salt (58%) has emerged as a high desire for shoppers in search of to undertake wholesome consuming habits and keep a nutritious diet.
2014: Sustainability messaging surges
Over the previous decade, sustainability has gained vital significance each globally and inside Brazil’s meals and beverage trade. Alongside claims targeted on well being and well-being, there was a rise within the significance of sustainability. Particularly between 2013 and 2014, there was a considerable surge within the variety of meals and beverage launches that includes claims similar to ‘ethical-environmentally pleasant packaging’ and ‘moral – recycling.’ Based on Mintel GNPD, round 22% of all foods and drinks launches had a minimum of a type of claims in Brazil.
One noteworthy instance of this pattern is Coca-Cola Crystal Water, which launched a 500ml bottle fabricated from 100% recyclable materials. This progressive packaging resolution utilized 20% much less plastic and integrated 30% plant-based supplies, leading to enhanced recyclability. Upon its launch, the brand new bottle acquired blended opinions because of its decreased rigidity in comparison with conventional bottles.
Nonetheless, the model efficiently addressed these considerations by a complete marketing campaign that defined the explanations behind the design selections. This marketing campaign not solely elevated visibility but in addition paved the best way for the continual launch of up to date, sustainable variations of the product, sustaining a robust deal with environmental accountability.
2015-2017: ‘Complete’ claims—not nearly diets anymore
The years 2016-2017 stood out as a time of elevated launches that includes ‘complete’ claims, accounting for over 4% of all meals and beverage introductions in Brazil. Some had been related to a ‘zero’ declare, which was extra prevalent earlier within the decade and infrequently linked to particular diets.
The bulk of Brazilian shoppers in 2015 disagreed that ‘complete grainswhole grain merchandise are solely for many who are on a weight loss program’ in comparison with 30% who agreed. This shift indicated a rising recognition amongst Brazilian shoppers that complete grains and complete grain merchandise supply advantages past simply being appropriate for dietary functions. An instance is the Wickbold Wholegrain and Zero Sliced Bread which launched in 2016.
2018-2019: Protein and plant-based emerge
During the last 10 years, there was a rise within the availability of merchandise specializing in ‘excessive/added fiber’ and ‘excessive/added protein,’ aligning with rising curiosity amongst Brazilian shoppers. Three-quarters of Brazilians agreed that consuming meals and drinks with added advantages is an effective technique to ensure that they’re consuming all of the vitamins they want (eg fiber, proteins, nutritional vitamins).
Based on Mintel GNPD, in 2019, there was a major surge within the proportion of launches with the declare ‘excessive/added proteins’, accounting for almost 5% of all beverage and meals product launches in Brazil. To this point in 2023, 56% of recent dietary drinks, 10% of recent snacks, and eight% of recent dairy product launches carried this declare. For instance, Danone YoPro has 15g of protein and accommodates whey and protein-rich casein.
A second pattern emerged throughout this time, all about plant-based meals. Based on Mintel GNPD, the share of recent meat different product launches in Brazil elevated by 117% from 2014 to 2018. All through the previous decade, plant-based launches have turn out to be extra diversified, interesting to extra than simply youthful shoppers’ curiosity. From 2018 to 2019, foods and drinks launches with plant-based claims in Brazil grew 147%. In 2020, 2.5% of all foods and drinks merchandise launched in Brazil carried a ‘plant-based’ declare.
Futuro Burger was probably the most iconic plant-based meat merchandise launched on this interval, because of its taste and texture similarity to actual meat and for being a Brazilian meals start-up.
2020: All about immunity
Through the pandemic, there was a heightened emphasis on immunity and associated claims as shoppers turned more and more involved about their well being and sought methods to strengthen their immune methods. A 3rd of Brazilian shoppers mentioned, on the time, they had been having extra meals and drinks with added components to spice up the immune system (eg turmeric, nutritional vitamins). Following this, manufacturers leaned into the pattern and responded with new product innovation, leading to a 77% enhance, between 2019 and 2020, in foods and drinks product launches with ‘useful – immune system’ as a declare.
In consequence, drinks packaged in small or particular person parts, such because the Piracanjuba ImunoDay, gained visibility and market presence inside this class. Particularly, these drinks capitalized on the recognition of ‘immuno photographs’ seen on social media. Many of those drinks comprise fiber or probiotics specializing in digestive well being as an essential side to assist shoppers construct a robust immune system.
Three-quarters of Brazilians agree that it’s essential to them that the manufacturers they purchase from observe moral or sustainable enterprise practices and 63% agree that it’s essential to follow truthful commerce (ie paying truthful costs in growing nations for merchandise or labor). Up to now decade, meals and beverage product launches had been way more targeted on sustainability, particularly packaging options, as a substitute of moral claims. One instance, launched in 2020, was the snack bar Nestlé + Gerando Falcões. Nestlé claimed that this product is the primary socially accountable foods and drinks merchandise launched in Brazil. Actually, 100% of the earnings from this product are allotted in direction of tasks in favelas (low-income communities).
One other key pattern at the moment centered round psychological well being. Even earlier than the COVID-19 pandemic, the significance of emotional and psychological well being was prevailing as a pattern. A 3rd of Brazilians had been displaying curiosity in choices that enhance psychological agility, 29% to alleviate stress, 28% to boost sleep high quality, and 23% to enhance temper way back to 2016. However throughout and after the pandemic, this pattern gained enormous momentum: 73% of shoppers agreed that having wholesome consuming habits was as essential for emotional/psychological well being because it was for bodily well being.
Tea model, Matte Leão, provides a wide range of psychological/emotional advantages and makes use of well-known components to help rest, rebalancing, and power enhancement.
Whereas Gen Z has garnered vital consideration by way of analysis, research, advertising, leisure content material, and product innovation, the nostalgia of the Millennial technology has confirmed to be a wealthy and profitable wellspring of creativity throughout numerous domains, together with the realm of meals and drinks. 91% of millennials agree that acquainted flavors and components evoke emotional consolation for them and 51% of Brazilian shoppers expressed a passion for flavors that evoke reminiscences of their childhood. An instance of it’s the Cheetos Bola relaunched in 2023 to reply to shoppers’ requests on social media.
Supply: Instagram @Cheetos_brasil
What’s subsequent
The meals and beverage trade in Brazil continues to supply corporations and types ample alternatives for innovation, offering options that improve the lives of Brazilian shoppers. During the last decade, Mintel has repeatedly supplied the newest market analysis, innovation insights and client traits from throughout the Latin American foods and drinks trade.
For extra info on Brazil’s foods and drinks traits, click on right here. If you’re a Mintel consumer and wish to learn the complete report on Wholesome Consuming Developments, Brazil, click on right here.
