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© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
2016 Mintel Food & Drink TrendsBrazilian Perspectives
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FSTR HYPRTime is of the essence. Brands are highlighting exactly how long it takes to use their product or service.
The speed of life is not slowing down in Brazil…demand is continuing to build for products that streamline shopping and cooking
Buzz:3 Lifecycle: Mainstreaming
Convenience, Time-saving, Simplicity, Spontaneity, Immediacy, On-demand
TREND
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Brazilians turn to convenience foods to save time in the kitchen
Source: Mintel Reports: Cooking Habits—Brazil , March 2016
of Brazilians would eat more healthy foods if there were more easy–to-prepare healthy options (eg frozen ready-meals, pre-cooked food, etc)30%of Brazilians agree with the statement “cooking takes up too much of my daily time.”38%
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Meal kits bridge the gap between homemade and fully prepared meals
Nacho Loco Mini Tacos de Chicken com Frijoles e Queijo (Mini Chicken Tacos with Frijoles and
Cheese)This frozen meal kit includes a recipe suggestion on
back
Youcook Green Thai Curry (Germany)This chilled meal kit comprises vegetables, chicken breast fillets, rice, halal certified coconut milk, fresh
coriander, green curry paste and soy sauce.
Source: Mintel GNPD
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Snack attack in Latin America
Busy lifestyles are profoundly changing traditional eating patterns and boosting the snacking occasion. Traditional mealtimes are in decline, and snacks are filling the gap, especially for younger Brazilians. There is a growing need for convenient products which can bridge the gap between health and indulgence.
Source: Mintel Food and Drink
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Young consumers’ eating habits are affected by their lack of time
The busy lifestyle of young adults seems to be influencing their eating habits. Consumers aged 16-34 are more likely than those aged 35+ to find it difficult to find time to cook at home.They are more likely than their older counterparts to usually eat little snacks instead of regular meals, to eat on-the-go, and to skip breakfast in the morning.
Selected statements of eating habits, by age group, Brazil, August 2015
Base: 1,500 adults aged 16+Source: Ipsos Observer Brazil/MintelSource: Mintel Reports: The Time-pressed Consumer—Brazil , October 2015
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Food categories targeting snacking occasion grow
King of Palms Frutajá! Purê de Frutas Maçã
Manga Goiaba (Apple, Mango, Guava Fruit Purée)
Chobani "Flip" Tropical Escape Greek Yogurt it’s a pineapple coconut low-fat
yogurt with hazelnuts, toasted coconut and
granola
Chef Earl's Cranberry Almond Chicken Salad is fully cooked, ready to eat
and said to be real and fresh.
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Juice/soup hybrids
Soupologie Raw Beetroot & Mint Ready to Eat Chilled
Soup, UK
H-E-B Souper Fruit Bilberry Fruit Soup, US
¡Cho! Beetroot and Apple Drinking Gazpacho, UK
New chilled soup introductions feature a combination of sweet, savory and spicy flavors. Thanks to evolving flavor profiles, juice and smoothie brands have an opportunity to enter the snacking/meal space
Source: Mintel GNPD
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What it means
Analyst POV
The speed of life is not slowing down in Brazil…demand is continuing to build for products that streamline shopping and cookingSpeed
Ease of use is essential for time-saving product propositionsEase
Products that bridge the gap between scratch cooking and fully-prepared options can be a great way to introduce reluctant consumers to time-saving options, as well as snacks positioned as mealsPrep
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Artificial: Public Enemy No. 1Consumer demand for natural and “less processed” food and drink are forcing companies to reformulate to remove artificial ingredients
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People are paying more attention to what’s in their food
Source: Ipsos Observer/Mintel
of Brazilians agree that it is worth spending more on healthier food options83%
of Brazilians claim to cook using only natural/home-made ingredients73%
of Brazilian adults claim to purchase meat and poultry with no additives/no preservatives. 56%
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Natural claims growing annually in Latin America
Source: Mintel GNPD
No Additives/Preservatives
All Natural Product
Wholegrain
Organic
GMO-Free
0% 2% 4% 6% 8% 10% 12% 14%
Latin American food and drink launches, by natural claims, 2011-15
2015 2014 2013 2012 2011
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“Nothing Artificial” might become the new “natural”
Healthy Choice Café Steamers Simply Southwestern-Style
Chicken, USMeal is made with real ingredients that are minimally processed, and contains
nothing artificial.
Charlie’s Honest Fizz Raspberry, Australia
Carbonated soft drink made with real fruit, free from preservatives and contains nothing artificial.
Love Child Organics Oaty Chomps, Canada
Contains no GMOs, no added sugar or salt, and nothing artificial.
Source: Mintel GNPD
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What it means
Consumers are worried about products with long unfamiliar ingredient listsFearSome categories carry an “artificial” reputation Stigma
“Free from” trends are on the riseFreeConsumers expect products to be closer to nature – and claims to be truthfulReal
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For Every BodyFitness training for everybody creates an opportunity for food and drink products that help consumers get acquainted with sports nutrition for hydration, energy and protein.
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Preferences for sports nutrition products varies
Source: Canada: Lightspeed GMI/Mintel, Brazil: Ipsos Observer Brazil/Mintel
of Brazilians agree that exercising regularly contributes to a healthy life.36%
Of Brazilians consume sports/isotonic drinks after exercise, while 14% consume them before exercise16%
of Brazilian adult juice drinkers agree “it is refreshing to have juice after exercising.”21%
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There’s a need for many levels of sports nutrition in food
Lyv Snacks Sport Crunchy Granola Bar with Oats and
Honey, ArgentinaGranola bar contains 119 calories or
497 kilojoules and nearly 2g of protein
All Stars Muscle Protein Bar, Germany
crispy protein bar with delicious caramel and toasted crunchy
hazelnuts flavour, coated with milk chocolate. The product is suitable
for between or after exercise, contains 34% high-quality protein
that helps in muscle gain.
Gu Energy Gel Suplemento Energético para Atletas
Sabor Chocolate (Chocolate Flavored Energy Gel for
Athletes), BrazilThis vegan and gluten-free product is kosher certified, and retails in a
32g pack.
Beginner Intermediate Advanced
Source: Mintel GNPD
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New functional ingredients for natural sports benefits
The White Mustache Fresh and Pure Ginger Flavored
Yogurt Whey, USNatural reserve of Greek-style
yogurt that can be used for post-workout hydration
Beet It Sport Beetroot and Oat Flapjack snack bar,
FinlandHigh nitrate content from beets is reported to help the body recover
from exercise
Ko Maki Pure Patagonian Maqui Wellness Light Drink,
ChileSport drink product is a high source of antioxidants, promotes anti-aging,
boosts the immune system and increases energy levels
Acid Whey Beets Maqui Berry
Source: Mintel GNPD
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What it means
Consumer education is requiredTiersAwareness of the types of sports nutrition helps consumers make decisionsGrow
New and different ingredients and sources creates excitementNovel
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Alternatives EverywhereMore people are becoming interested in vegetarian and vegan food and drink, creating a wider audience for alternative food and drink.
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More consumers are interested in vegetarian options
Sources: US – Lightspeed GMI/Mintel; Brazil – Ipsos Observer Brazil/Mintel
of those eating less meat in Brazil are doing so because they occasionally like to have a 'meat-free' day20%of Brazilians think that there is a lack of vegetable-based alternatives to popular animal based ingredients17%
of Brazilians like eating at places where they offer special menus. 24%
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Burgers and sausages are a popular format for meat substitutes
Gerônimo Chickpea Burger with Leeks, Brazil
This artisan vegetarian burger contains no added oils, fats or preservatives.
Tofurky Salsicha Kielbassa (Kielbasa Polish-Style Sausage), Brazil
Meatless sausage made with organic soya, free from milk, and is described as gourmet and delicious. The vegan product is kosher certified, suitable for outdoor grills and microwave, and retails in a 397g recyclable
pack featuring the Non-GMO project logo.
Source: Mintel GNPD
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Protein does not just come from meat and dairy
Ceres Brasil Traditional Pasta with Chickpea Flour and Dried
Tomatoes, Brazil
Mediterranean Snacks Baked Lentil Chips with
Cracked Pepper, US
Calbee Saya Lightly Salted Snow Pea Crisps, Mexico
Source: Mintel GNPD
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Emerging protein sources from around the world
Beyond Meat Beastly Sliders, USPea Protein
Lifefood CRAWnchies Sea Lettuce, Finland
Contains 18g protein in 100g serving
100% sustainable plant protein ingredient
Comparable levels of amino acids to whey, and higher levels of amino
acids than other plant proteins such as soy and pea. Parabel USA’s Lentein received the Innovation
Award at the 2015 IFT Food Expo
Plant-based Protein Marine Protein Water Lentils
Source: Mintel GNPD
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Non-dairy milks expand beyond soy milk
Coco do Vale Chocolate Flavored Coconut Milk, BrazilThe gluten-, lactose-free and rich in
calcium product contains 10% of coconut milk and 1.4% cocoa powder. The product comes ready to drink and
retails in a 200ml pack including a straw.
El Gato Chocolate-Flavored Cashew Nut Drink, Brazil
Made with raw cashew nuts
Source: Mintel GNPD
Família Pamalani Original Almond Drink, Brazil
100% vegetable, rich in antioxidants and contains no added flavor, milk, gluten or preservatives. It is said to
be excellent on its own, in cappuccinos and savory dishes
recipes.
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What it means
Non-dairy milk and meat substitutes provide more options for curious consumers – not just vegetarians and vegansVarietyConsumers are interested in all types of protein, suggesting room for new sources NovelMost people are not converting their diets to be completely meat or dairy freeOptions
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HELP ME HELP MYSELFConsumers are learning new ways to nudge themselves toward better habits.
Products that help consumers save time and eat healthfully have potential to move the market forward
Buzz:5 Lifecycle: Established Community, Control, Empowerment, Habit, Self-esteem, Confidence
TREND
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Health rises in importance for Brazilians, especially when cooking at home
Source: Mintel Reports: Cooking Habits—Brazil , March 2016
of Brazilians are overweight or obese. 21% of Brazilians have hypertension problems and 6.2% aged 18+ have diabetes, according to the National Health Survey (done in the second semester of 2013 and published in August 2015). 53% of Brazilians think that the most important factor when cooking a meal at home is whether it is healthy. The demand for healthy food is growing, thus consumers are seeking healthier food options54%
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47% of Brazilians would like to add more whole grain pasta to their diets.
Made with local manioc (cassava) and corn, this pasta is free from gluten, cholesterol, lactose and
GMOs. It contains 54% less carbohydrates and 55% less
calories compared to other pasta
Features wholegrain rice These noodles provide 27% fewer calories than the regular variety, are made with wholegrain cereals, and
contain 0% trans fat.
Carpe Diem Light Manioc Pasta
L'artisan Patissier Ind. de Alimentos Congelados
Chicken Parmigiana with Wholegrain Rice and French
Style Carrots
Nissin Miojo Nissin Lámen Light Tomato Flavoured Instant Noodles (Brazil)
Source: Mintel GNPDSource: Mintel Reports : Pasta—Brazil, April 2014
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Time-saving apps already utilized, high interest in other apps
Potential for healthy and convenient products to benefit from apps that help consumers help themselves
Base: 1,500 adults aged 16+Source: Ipsos Observer Brazil/MintelSource: Mintel Reports, The Time-Pressed Consumer—Brazil, October 2015
Interest in using technology to save time, Brazil, August 2015
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Sage Project App
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What it means
Provide consumers with detailed features and benefits of products that utilize upgraded or healthier ingredients such as whole grains.EducateFocus NPD on products that help consumers deal with the biggest issues--obesity, hypertension, and type 2 diabetesBig IssuesConsider on-line support for highlighting how products fit into healthy recipes. Also tapping into phone apps or other technology that help consumers keep track of what they are eating.
On-line
© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel. mintel.com
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