Table of Contents
OVERVIEW Definition
EXECUTIVE SUMMARY Companies , brands , and innovations Women need specific nutrients for different lifestages Protein and fiber as sources of energy The consumer Women believe that healthy eating means eating everything in small portions Figure 1 : Attitude “ Healthy eating means having everything in small quantities ,” by gender , June 2016 Men exercise more than women do to maintain a healthy lifestyle Figure 2 : Attribute “ I prefer to combine eating what I want with regular exercise rather than dieting alone ,” by gender , June 2016 Consumers in socioeconomic group AB look for products that promise to improve physical appearance Figure 3 : Interest in innovation “ Improves physical appearance ( eg skin , nails , hair ),” by socioeconomic group , June 2016 Young consumers want more discounts on healthy food and drinks Figure 4 : Healthy eating spending habit “ I have bought healthy food when it was on promotion ,” by age group , June 2016 What we think
ISSUES AND INSIGHTS AB consumers can maintain their healthy habits and still save money The facts The implications Gluten-free and lactose-free products can be positioned as heathy food options The facts The implications Exploring healthful alternatives without compromising taste The facts The implications
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THE MARKET – WHAT YOU NEED TO KNOW Unemployment levels increase in Brazil Opportunities to focus on mature consumers Brazilians have more health problems
MARKET DRIVERS Higher unemployment can affect sales of healthy foods Aging population increases demand for healthful products Diabetes and hypertension affect Brazilians ’ health
COMPANIES , BRANDS , AND INNOVATION – WHAT YOU NEED TO KNOW Women need specific nutrients at different stages of life