The power of plants: Consumers in South America are switching to plant-based alternatives that are deemed healthier and more sustainable

Rediscovering health: Health goals are shifting towards disease management in South America as more emphasis is placed on boosting the immune system

As already stated, consumers in South America have become more conscious about their health and wellness in the wake of COVID-19, as they have questioned their vulnerability to disease and illness. It must be noted that even before the pandemic, consumers were not overly conscious about their health. Indeed, consumers recognised that traits such as poor dietary habits, busy lives, reduced levels of physical activity and more time spent indoors on technology is all having an impact on the immune system. However, the virus is something that has intensified this as concerns are not just restricted to the older generation or those with underlying health problems, but instead, impacts society overall.

Consumers are therefore taking a more proactive approach to health maintenance than ever before, and placing emphasis on boosting the immune system, especially as this is seen by many as the centre point to good overall health. Moreover, health goals will shift from being aspirational and feeling/looking good to instead, focusing on disease maintenance. Consumers will be taking a variety of steps to help boost their immune system, with a specific focus on improving their diets. Consumers will look to do this in two ways. Firstly, they will adopt a back-to-basics approach to nutrition, looking to increase their intake of food and drink that they deem natural and nutritious, and free-from dietary evils. Secondly, they will seek out functional food and drink products that they associate with offering a health boost beyond basic nutrition.

Ingredient-led claims are something that will become influential on purchasing habits, with consumers seeking out recognised ingredients that they associate with a variety of benefits. As consumers research more about ingredients in general, they will also be open to trying new and innovative ingredients on the market. At the same time, consumers will have favourable perceptions of functional products that are seen to address a variety of health problems.

When launching functional products in South America, it is crucial that claims on products are deemed to be credible. Consumers are becoming sceptical about health and wellness brands, believing that they often make misleading claims in order to charge a premium price. As such, it is crucial that any health claims are not deemed misleading.

Proportion of consumers who say that they are satisfied with their immune system (2019)

52%

45% Proportion of consumers who say that they are easily susceptible to disease and illness (2019)

54%

33%

Argentina Brazil

Source: Immunity survey, Q3 2019 (2,000 respondents)

Argentina Brazil

Source: Immunity survey, Q3 2019 (2,000 respondents)

Proportion of consumers in Brazil who say that they have become more conscious about their immune health as a result of COVID-19 (2019)

61% 75% 77% 75%

April 2020 May 2020 July 2020 February 2021

Source: COVID-19 survey series, 2020-2021 (2,000 respondents)