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spotlight trends brazil The bi-annual report looking at current trends in your focus market. Content by Natalie Attafua



Trends impacti ng consumer behavi ou r in Brazil

Sustainability and responsibility In Brazil, consumers demand more than quality products from brands, they want social commitment. 80% of adults surveyed in the Ipsos global trends report, expressed they had environmental concerns, agreeing with the claim that “we are heading for environmental disaster unless we change our habits quickly� and 74% believe the most successful brands in the future, will be those that make a positive contribution to society beyond just providing good services and products. And Gen Z are the activists with real mobilising power:


Fight for some cause

64% Want to change the world

76% Stopped buying and spread the news of companies that carried our homophobic campaigns

Sugarcane Bioplastics Sugarcane grown on a sustainable farm in Brazil is currently being used by a company M&H Plastics who’ve launched a new range of sustainable plastic packaging from the sugar cane. By using degraded pasture land, growing the crop helps return the soil to health for future farming. Once grown, the sugar cane is transformed into ethanol that is later used to create a bio-plastic version of polyethylene. The material is formed into flexible tubes and bottles, which recently won the Packaging Innovation 2018 award. Source: Brazil MAESTRIA (p.153, p15, p157, p158), stylus -sugarcane bioplastics 2018

Trends impacti ng consumer behavi ou r in Brazil Health is a priority for consumers According to Ipsos’ Sugar report, 85% of adults in Brazil agree of all the things they can do to maintain good health, eating right is the most important so individuals acknowledge the role diet plays in well-being. Interestingly, consumers are also willing to have less confectionaries but will not trade off quality and indulgence, as 72% of adults surveyed agree that even though they eat less chocolate and candy, when they do they want it to be higher quality as it’s a special treat or indulgence. Food innovations for gut health Researchers at the Universitat Politècnica de València in Spain and Universidade Federal do Ceará in Brazil have developed a new technique for fortifying fruit with probiotics to boost gut health. The Probiotic-Fortified Fresh Fruit Snacks contribute to reducing the risk of cardiovascular diseases and type 2 diabetes among other benefits. The gut-health food market exploded last year, with a plethora of new product development taking the spotlight – from start-up brands to established food and drink companies. Evolutionary edibles Brazilian chocolate company Amma has created Cupulate, which delivers the taste, texture and scent of chocolate, but is made from Amazonian fruit cupuaçu. Rich in lipids and proteins, the range includes half bitter, milk and white varieties. Cupuaçu can alternatively be served as chocolate-covered pulp. The Brazilian health food company Superbom has also launched its Roasted and Ground Corn beverage as a caffeine- and gluten-free alternative for coffee drinkers, boasting a two-year shelf life. ‘Borrower’ beauty On a medical note, tilapia skin is being used as a ‘biological’ bandage to treat burn injuries at the Federal University of Ceará in Brazil. The healing material is collagen-rich and replicates the exact humidity of human skin. Source: Brazil MAESTRIA (p.160), stylus- Probiotic fortified fruit 2018, Stylus- trans- industry ingredients

Trends impacti ng consumer behavi ou r in Brazil Behavioural shifts of Gen Z Due to changes in society such as studying longer, living with parents and delaying marriage etc. consumers are starting to drink at an older age. With this, Gen Z are growing up to be more responsible, shifting their interests to more personal gains in self development and technology. They are the first true digital natives and can simultaneously create a document, edit it, post on Instagram and talk on the phone all from their Iphone. There’s even now a new age of popular AI influencers, CGI including the world’s first digital supermodel Shudu Gram and Sophia the Robot, who landed the cover of Elle Brazil in December 2017. New wave feminism The outdated role of a female is being questioned and a new wave of feminism is taking place. 69% of adults in Brazil agree that things would work better if more women held positions with responsibilities in government and companies. And when it comes to Gen Z in particular, 63% admittedly struggle with self identity, which lends itself to 48% preferring brands that do not classify their products as Male. Itinerant parties In the world of ephemeral, temporary is the new cool. In Brazil, itinerant parties are the new trend and is expected to become more and more popular in the next 3-5 years. At home experiences The economic crisis has made more consumers explore off-trade occasions, at home or in intimate settings. The popularization of gastronomy and the propagation of social networks as an important means of communication, going gourmet is becoming more trendy than ever. And in this uberised economy, more apps are popping up to acclimatize such as Ifood for food delivery. Source: Brazil MAESTRIA (p.160)

Brazil spotlight  
Brazil spotlight