In recent years, consumers’ focus has shifted from simply “living longer” to “living better.” With a keen eye on long-term health, 52% of consumers believe they will be healthier in the next five years. This behavior reflects the growing interest in healthy foods and more sustainable consumption practices.
According to Euromonitor International, the healthy food market in Brazil is expanding, with a projected growth of 27% by 2025. Between 2015 and 2020, the segments had already recorded a 33% increase. This growth was particularly driven by changes in eating habits during the pandemic, when 47% of Brazilians started consuming more healthy foods, and 67% stated that they plan to maintain this practice.
In addition to seeking health benefits, consumers are also demanding greater transparency from companies. Products with sustainability seals have become more than a trend — they are a requirement. In the second quarter of 2024 alone, 5 million online products were identified with environmental certifications, spanning 11 sectors and 25 countries, according to a study by Euromonitor.
For companies, this shift represents both challenges and opportunities. The preference for healthy and sustainable products may impact the demand levels for ultra-processed foods and their ingredients. On the other hand, brands that adapt to this reality by innovating in product formulation with natural and certified ingredients will gain greater competitiveness in an increasingly demanding market.
Companies that ignore these trends risk losing relevance and market share, while those that invest in products aligned with consumer values have the opportunity to lead this new.