Health and Wellness in Brazil

The year 2020 in the world was unique in many aspects and for Brazil's health and wellness industry was no different. At first glance, the market was expected to increase due to rising health concerns among consumers, but what transpired was the opposite.

Euromonitor International's Health and Wellness in Brazil report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2016-2020, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2025 illustrate how the market is set to change.

Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Prime Positioning, Health and Wellness by Type.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Health and Wellness market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

TABLE OF CONTENTS

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY

COVID-19 impact on health and wellness

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for health and wellness?

MARKET DATA

• Table 1 Sales of Health and Wellness by Type: Value 2015-2020
• Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020
• Table 3 Sales of Health and Wellness by Category: Value 2015-2020
• Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020
• Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020
• Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020
• Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020
• Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020
• Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020
• Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020
• Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025
• Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025
• Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025
• Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025
• Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025
• Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

• Summary 1 Research Sources

KEY DATA FINDINGS

2020 IMPACT

BFY beverages lost space during 2020 due to focus on better prices and indulgence

Channel shifts impacted the category

Inside health and wellness, BFY still seen as essential

RECOVERY AND OPPORTUNITIES

New labelling laws might boost the category

BFY value proposition needs revaluation

CATEGORY DATA

• Table 17 Sales of BFY Beverages by Category: Value 2015-2020
• Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020
• Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020
• Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020
• Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020
• Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025
• Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025

KEY DATA FINDINGS

2020 IMPACT

FF chocolate-based powder drink "new" uses

Brand awareness and price positioning take the spotlight

RECOVERY AND OPPORTUNITIES

New product launches aiming at an older public

Consumer perception of FF: Does it matter?

Wellness redefined: What can FF beverages offer to the post-COVID-19 consumer?

CATEGORY DATA

• Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020
• Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020
• Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020
• Table 27 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2015-2020
• Table 28 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2015-2020
• Table 29 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020
• Table 30 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020
• Table 31 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020
• Table 32 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025
• Table 33 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025

KEY DATA FINDINGS

2020 IMPACT

NH tea increased as never before

Hard drivers represent obstacle to NH beverages growth

Channel shifts demand new strategies

RECOVERY AND OPPORTUNITIES

Navigating the tea wave

E-commerce to help category grow

Wellness redefined: Industry to capitalise on new trends

CATEGORY DATA

• Table 34 Sales of NH Beverages by Category: Value 2015-2020
• Table 35 Sales of NH Beverages by Category: % Value Growth 2015-2020
• Table 36 NBO Company Shares of NH Beverages: % Value 2016-2020
• Table 37 LBN Brand Shares of NH Beverages: % Value 2017-2020
• Table 38 Distribution of NH Beverages by Format: % Value 2015-2020
• Table 39 Forecast Sales of NH Beverages by Category: Value 2020-2025
• Table 40 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025

KEY DATA FINDINGS

2020 IMPACT

Hard drivers underpinned growth of organic beverages

Channel shifts during COVID-19 demand new strategies

Flavour and indulgence continue to take priority

RECOVERY AND OPPORTUNITIES

E-commerce likely to be a new major channel

Lifestyles will help dictate growth

Income recovery is essential for the category's development

CATEGORY DATA

• Table 41 Sales of Organic Beverages by Category: Value 2015-2020
• Table 42 Sales of Organic Beverages by Category: % Value Growth 2015-2020
• Table 43 NBO Company Shares of Organic Beverages: % Value 2016-2020
• Table 44 LBN Brand Shares of Organic Beverages: % Value 2017-2020
• Table 45 Distribution of Organic Beverages by Format: % Value 2015-2020
• Table 46 Forecast Sales of Organic Beverages by Category: Value 2020-2025
• Table 47 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025

KEY DATA FINDINGS

2020 IMPACT

BFY loses appeal during COVID-19 pandemic

Reduced sugar products drive down performance in 2020

Reduced salt products grow through convenience

RECOVERY AND OPPORTUNITIES

Declining new product launches pose a threat to category's future

New labelling system approved by ANVISA

CATEGORY DATA

• Table 48 Sales of BFY Packaged Food by Category: Value 2015-2020
• Table 49 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020
• Table 50 NBO Company Shares of BFY Packaged Food: % Value 2016-2020
• Table 51 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020
• Table 52 Distribution of BFY Packaged Food by Format: % Value 2015-2020
• Table 53 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025
• Table 54 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025

KEY DATA FINDINGS

2020 IMPACT

Free from packaged food consolidates as the fastest growing category in value terms in health and wellness in Brazil

Free from meat products consolidates through the entry of big players

COVID-19 pandemic did not inhibit innovation and new product launches

RECOVERY AND OPPORTUNITIES

Affordability as the main barrier for faster growth in penetration

Greater knowledge about food intolerance positions free from products as essential

CATEGORY DATA

• Table 55 Sales of Free From by Category: Value 2015-2020
• Table 56 Sales of Free From by Category: % Value Growth 2015-2020
• Table 57 NBO Company Shares of Free From: % Value 2016-2020
• Table 58 LBN Brand Shares of Free From: % Value 2017-2020
• Table 59 Distribution of Free From by Format: % Value 2015-2020
• Table 60 Forecast Sales of Free From by Category: Value 2020-2025
• Table 61 Forecast Sales of Free From by Category: % Value Growth 2020-2025

KEY DATA FINDINGS

2020 IMPACT

Fortified/Functional products lose appeal as a holistic approach towards health gains traction

Home seclusion benefits FF sweet biscuits through snacking occasions and child appeal

Immunity-boosting functionalities fuelled by COVID-19

RECOVERY AND OPPORTUNITIES

Recovery ahead, but still far from other HW categories

Probiotics on the rise - compliance with regulation is key to success

CATEGORY DATA

• Table 62 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020
• Table 63 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020
• Table 64 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020
• Table 65 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020
• Table 66 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020
• Table 67 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2015-2020
• Table 68 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020
• Table 69 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020
• Table 70 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020
• Table 71 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020
• Table 72 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025
• Table 73 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025

KEY DATA FINDINGS

2020 IMPACT

Home seclusion benefits main subcategories of NH packaged food in Brazil in 2020

Health concerns, sedentary lifestyles and satiety remain important drivers of positive performance

RECOVERY AND OPPORTUNITIES

Market fragmentation should contribute to greater affordability in the long term, fuelling recovery

Artisanal products will continue to dominate the category - homemade versions may pose a threat

Portfolio expansion through new flavours and pack sizes as the main long-term strategy

CATEGORY DATA

• Table 74 Sales of NH Packaged Food by Category: Value 2015-2020
• Table 75 Sales of NH Packaged Food by Category: % Value Growth 2015-2020
• Table 76 NBO Company Shares of NH Packaged Food: % Value 2016-2020
• Table 77 LBN Brand Shares of NH Packaged Food: % Value 2017-2020
• Table 78 Distribution of NH Packaged Food by Format: % Value 2015-2020
• Table 79 Forecast Sales of NH Packaged Food by Category: Value 2020-2025
• Table 80 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025

KEY DATA FINDINGS

2020 IMPACT

Home seclusion benefits sales of organic packaged food in Brazil in 2020

Higher unit prices and limited availability are challenges for further development

Consumers perception: From natural to sustainable

RECOVERY AND OPPORTUNITIES

Nestle Brasil remains category leader and may lead the way into new organic categories

Market fragmentation and the challenges for brand consolidation

CATEGORY DATA

• Table 81 Sales of Organic Packaged Food by Category: Value 2015-2020
• Table 82 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020
• Table 83 NBO Company Shares of Organic Packaged Food: % Value 2016-2020
• Table 84 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020
• Table 85 Distribution of Organic Packaged Food by Format: % Value 2015-2020
• Table 86 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025
• Table 87 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025