In accordance with the 2022 ABIA (Brazilian Meals Business Affiliation) annual steadiness, the meals and beverage trade is the most important in Brazil, chargeable for processing 58% of every part 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 rejoice this vital milestone, we’ve seemed again over the past decade to discover how altering shopper 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 shopper 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 elements, significantly sugar, fats, salt, and energy. In accordance with 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 package deal had the most important proportion of launches with this declare. Mintel analysis from 2013 anticipated the opportunity of new laws, rules, and authorities initiatives specializing in excessive sugar, fats, and sodium content material. This was properly earlier than the implementation of the brand new Brazilian label legal guidelines and rules, which launched warnings and got here into impact on the finish of 2022.
Since then, as Brazilian customers proceed to prioritize their well being, limiting sugar (52%) and salt (58%) has emerged as a prime choice for customers searching for to undertake wholesome consuming habits and preserve 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 centered 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 akin to ‘ethical-environmentally pleasant packaging’ and ‘moral – recycling.’ In accordance with Mintel GNPD, round 22% of all food and drinks launches had not less than a kind of claims in Brazil.
One noteworthy instance of this development is Coca-Cola Crystal Water, which launched a 500ml bottle manufactured from 100% recyclable materials. This revolutionary packaging resolution utilized 20% much less plastic and integrated 30% plant-based supplies, leading to enhanced recyclability. Upon its launch, the brand new bottle obtained combined opinions because of its decreased rigidity in comparison with conventional bottles.
Nevertheless, the model efficiently addressed these considerations by a complete marketing campaign that defined the explanations behind the design decisions. This marketing campaign not solely elevated visibility but additionally paved the way in which for the continual launch of up to date, sustainable variations of the product, sustaining a robust deal with environmental accountability.
2015-2017: ‘Entire’ 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 customers in 2015 disagreed that ‘complete grainswhole grain merchandise are solely for individuals who are on a weight-reduction plan’ in comparison with 30% who agreed. This shift indicated a rising recognition amongst Brazilian customers 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
Over the past 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 customers. Three-quarters of Brazilians agreed that consuming meals and drinks with added advantages is an efficient approach to make it possible for they’re consuming all of the vitamins they want (eg fiber, proteins, nutritional vitamins).
In accordance with 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 date in 2023, 56% of latest dietary drinks, 10% of latest snacks, and eight% of latest dairy product launches carried this declare. For instance, Danone YoPro has 15g of protein and comprises whey and protein-rich casein.
A second development emerged throughout this time, all about plant-based meals. In accordance with Mintel GNPD, the share of latest meat different product launches in Brazil elevated by 117% from 2014 to 2018. All through the previous decade, plant-based launches have change into extra diversified, interesting to extra than simply youthful customers’ curiosity. From 2018 to 2019, food and drinks launches with plant-based claims in Brazil grew 147%. In 2020, 2.5% of all food and drinks merchandise launched in Brazil carried a ‘plant-based’ declare.
Futuro Burger was one of the 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 customers turned more and more involved about their well being and sought methods to strengthen their immune programs. A 3rd of Brazilian customers stated, 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 development and responded with new product innovation, leading to a 77% improve, between 2019 and 2020, in food and drinks product launches with ‘useful – immune system’ as a declare.
Because of this, 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 pictures’ seen on social media. Many of those drinks comprise fiber or probiotics specializing in digestive well being as an vital facet to assist customers construct a robust immune system.
Three-quarters of Brazilians agree that it’s vital to them that the manufacturers they purchase from observe moral or sustainable enterprise practices and 63% agree that it’s vital to follow truthful commerce (ie paying truthful costs in creating nations for merchandise or labor). Prior to now decade, meals and beverage product launches had been way more centered 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 food and drinks merchandise launched in Brazil. The truth is, 100% of the earnings from this product are allotted in direction of tasks in favelas (low-income communities).
One other key development presently centered round psychological well being. Even earlier than the COVID-19 pandemic, the significance of emotional and psychological well being was prevailing as a development. A 3rd of Brazilians had been displaying curiosity in choices that enhance psychological agility, 29% to alleviate stress, 28% to reinforce sleep high quality, and 23% to enhance temper way back to 2016. However throughout and after the pandemic, this development gained large momentum: 73% of customers agreed that having wholesome consuming habits was as vital for emotional/psychological well being because it was for bodily well being.
Tea model, Matte Leão, presents quite a lot of psychological/emotional advantages and makes use of well-known components to assist rest, rebalancing, and vitality enhancement.
Whereas Gen Z has garnered vital consideration by way of analysis, research, advertising and marketing, leisure content material, and product innovation, the nostalgia of the Millennial era 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 customers expressed a passion for flavors that evoke reminiscences of their childhood. An instance of it’s the Cheetos Bola relaunched in 2023 to answer customers’ requests on social media.
Supply: Instagram @Cheetos_brasil
What’s subsequent
The meals and beverage trade in Brazil continues to supply firms and types ample alternatives for innovation, offering options that improve the lives of Brazilian customers. Over the past decade, Mintel has repeatedly offered the newest market analysis, innovation insights and shopper traits from throughout the Latin American food and drinks trade.
For extra data on Brazil’s food and drinks traits, click on right here. In case you are a Mintel consumer and want to learn the complete report on Wholesome Consuming Tendencies, Brazil, click on right here.
