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Health and Wellness in Brazil

Publisher Euromonitor International
Published Jan 12, 2026
Length 64 Pages
SKU # EP20773182

Description

The Brazilian government has ramped up its efforts in recent years to encourage consumers to adopt healthier lifestyles. Alongside the rollout of education and awareness campaigns and new tools, such as health and nutrition apps, it has also introduced Front-Of-Pack legislation for products with a high content of sugar, sodium, or saturated fat and a new tax on sugar sweetened beverages. These factors helped drive growth across health and wellness packaged food and beverages in 2024.

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 2021-2025, 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 2030 illustrate how the market is set to change.

Product coverage: HW Cooking Ingredients and Meals, HW Dairy Products and Alternatives, HW Hot Drinks, HW Snacks, HW Soft Drinks, HW Staple Foods.

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

64 Pages
Health and Wellness in Brazil
Euromonitor International
January 2026
List Of Contents And Tables
HEALTH AND WELLNESS IN BRAZIL
EXECUTIVE SUMMARY
Consumers being influenced into making healthier choices
INDUSTRY PERFORMANCE
Rising health concerns inform purchasing decisions in post-pandemic Brazil
Free from claims supported by social media trends
WHAT’S NEXT
Increasing health awareness alongside new taxes and legislation set to inform the market’s development
COUNTRY REPORTS DISCLAIMER
HW HOT DRINKS IN BRAZIL
KEY DATA FINDINGS
2024 DEVELOPMENTS
Brazilians look for natural products to support their busy lifestyles
INDUSTRY PERFORMANCE
New legislation impacts the market
Natural claims aligned with the focus on healthier lifestyles
Players shift to organic production to add value to their hot drinks
WHAT’S NEXT
Players expected to focus on meeting the needs of a busy and increasingly active market
Natural claims set to grow in importance
Organic claims open the door to healthier, more sustainable and more profitable products
CATEGORY DATA
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2020-2024
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 5 Company Shares of Gluten Free Hot Drinks (3rd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 6 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 7 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2024-2029
Table 9 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
HW SOFT DRINKS IN BRAZIL
KEY DATA FINDINGS
2024 DEVELOPMENTS
New selective tax set to push consumers to make healthier choices
INDUSTRY PERFORMANCE
Sugar is out and protein is in as Brazilians pursue healthier lifestyles
Natural claims prove fruitful as concerns rise about ultra-processed foods
Health conscious consumers value nutritional claims
WHAT’S NEXT
“Sin taxes” set to shake up the market while mental health becomes a growing concern
Natural claims set to become more prominent in more categories
Soft drinks players expected to focus on fortification and functional claims to attract interest
CATEGORY DATA
Table 10 Sales of Soft Drinks by Health and Wellness Type: Value 2020-2024
Table 11 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 12 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 13 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 14 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 15 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 16 Company Shares of Gluten Free Soft Drinks (5th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 17 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2024-2029
Table 18 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
HW SNACKS IN BRAZIL
KEY DATA FINDINGS
2024 DEVELOPMENTS
Increasing health awareness benefits sales of healthier snacks
INDUSTRY PERFORMANCE
New legislation and increasing awareness helps consumers make heathier choices
Free from claims gain value as consumers follow the latest healthy eating trends
Natural claims gain favour as ingredient lists come under the microscope
WHAT’S NEXT
Increasing education and awareness around nutrition set to inform the future of snacks
New product development set to be driven by evolving health trends
Clean labels and natural claims set to be a key focus of the snacks market
CATEGORY DATA
Table 19 Sales of Snacks by Health and Wellness Type: Value 2020-2024
Table 20 Sales of Snacks by Health and Wellness Type: % Value Growth 2020-2024
Table 21 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2020-2024
Table 22 Company Shares of Vegetarian Snacks (2nd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 23 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 24 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 25 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 26 Forecast Sales of Snacks by Health and Wellness Type: Value 2024-2029
Table 27 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
HW DAIRY PRODUCTS AND ALTERNATIVES IN BRAZIL
KEY DATA FINDINGS
2024 DEVELOPMENTS
Consumers look to make healthier choices despite financial limitations
INDUSTRY PERFORMANCE
High protein claims become more prominent as demand grows
Lactose-free claims attract a growing audience of health conscious consumers
Consumers keen to invest in products that can support healthy ageing and boost immunity
WHAT’S NEXT
Brazilians expected to pursue healthier choices despite challenging economy
Increasing numbers of consumers looking to cut lactose out of their diet
Dairy set to remain a key focus for those looking to fulfil their nutritional requirements
CATEGORY DATA
Table 28 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2020-2024
Table 29 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2020-2024
Table 30 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 31 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 32 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-20
Table 33 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2
Table 34 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 35 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2024-2029
Table 36 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
HW COOKING INGREDIENTS AND MEALS IN BRAZIL
KEY DATA FINDINGS
2024 DEVELOPMENTS
New Front-of-Package (FOP) warning labels help consumers make more informed decisions
INDUSTRY PERFORMANCE
Product labels present challenges and opportunities for the market
Free from claims attract a growing audience of health conscious consumers
Increasing nutritional awareness benefiting sales of products with natural claims
WHAT’S NEXT
Increasing education and awareness fuelling demand for healthier options
Free from claims still full of potential with gluten free leading the way
Natural claims set to be an important feature of the market as health awareness grows
CATEGORY DATA
Table 37 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2020-2024
Table 38 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2020-2024
Table 39 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 40 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 41 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 42 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 43 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 44 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2024-2029
Table 45 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
HW STAPLE FOODS IN BRAZIL
KEY DATA FINDINGS
2024 DEVELOPMENTS
New FOP legislation places a further emphasis on the need to eat healthier
INDUSTRY PERFORMANCE
Consumers show strong demand for products promising healthy indulgence
Baked goods producers invest in healthier product lines
Vegan claims add value as consumers make more ethical choices
WHAT’S NEXT
Consumers expected to pay more attention to their nutritional intake
Gluten free claims gaining momentum
Demand for vegan staple foods set to grow as more consumers avoid meat in their diet
CATEGORY DATA
Table 46 Sales of Staple Foods by Health and Wellness Type: Value 2020-2024
Table 47 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2020-2024
Table 48 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 49 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 50 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 51 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 52 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 53 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2024-2029
Table 54 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER

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