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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 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY 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 2020-2025KEY 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 2020-2025KEY 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 2020-2025KEY 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 2020-2025KEY 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 2020-2025KEY 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 2020-2025KEY 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 2020-2025KEY 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 2020-2025KEY 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