Protein and fiber as sources of energy
WHO’ S INNOVATING? Women are interested in products for different stages of their lives Figure 5: Percentage of launches of food and drink products with claims targeted at women, within the total number of launches of this type of products in the world, by top 10 countries, 2016 * Fiber and protein can also be used to boost energy
THE CONSUMER – WHAT YOU NEED TO KNOW Women take care of their health by eating less Men see exercise as part of a healthy lifestyle Benefits related to physical appearance appeal to AB consumers Young, unemployed consumers are attracted to promotions
ATTITUDES TOWARD HEALTHY FOOD / PRODUCTS Due to inflation, the healthy food / drinks category is perceived as becoming increasingly expensive Figure 6: Attitudes toward healthy food / products, June 2016 Fortified and natural products could appeal more to AB consumers Figure 7: Attitude“ It’ s better to eat food fortified with vitamins than to take vitamin supplements,” by socioeconomic group, June 2016 Women believe that healthy eating is eating everything in small portions Figure 8: Attitude“ Healthy eating means having everything in small quantities,” by gender, June 2016
ATTRIBUTES OF HEALTHY FOOD / PRODUCTS Products for light exercise / active lifestyle have the potential to grow Figure 9: Attributes of healthy food / products, June 2016 Healthier cooking shortcuts can appeal to female consumers Figure 10: Attribute“ I’ d like to learn how to cook in a healthier manner,” by gender, June 2016 Men exercise more than women to maintain a healthy life Figure 11: Attribute“ I prefer to combine eating what I want with regular exercise rather than dieting alone,” by gender, June 2016
INTEREST IN INNOVATION Brazilians are interested in benefits related to their mental wellbeing Figure 12: Interest in innovation, June 2016 Products could deliver more benefits related to quality of sleep Figure 13: Interest in innovation“ Enhances sleep quality,” by age group, June 2016 Benefits related to physical appearance appeal to AB consumers Figure 14: Interest in innovation“ Improves physical appearance( eg skin, nails, hair),” by socioeconomic group, June 2016
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Healthy Eating Spending Habits Opportunity for wholesalers to promote the habit of cooking at home Figure 15: Healthy eating spending habits, June 2016 Young consumers look for more discounts in healthy food and drinks Figure 16: Healthy eating spending habit“ I have bought healthy food when it was on promotion,” by age group, June 2016